media strategy 14. the media-planning process media planning involves the process of designing a...
TRANSCRIPT
Media Strategy
14
The Media-Planning ProcessThe Media-Planning Process
Media planning
Involves the process of designing a
scheduling plan that shows how
advertising time and space will
contribute to the achievement of
marketing objectives2
4. Buying media
The Media-Planning ProcessThe Media-Planning Process
1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and
vehicles3
Selecting the Target AudienceSelecting the Target Audience
Four major factors
(1) Geographic
(4) Lifestyle/psychographics
(2) Demographic
(3) Product usage
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Reach
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Weight
Frequency
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ReachReach
Percentage of target audience that is
exposed to an advertisement at least
once during a certain time frame
(usually four weeks)
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Factors determining the ReachFactors determining the Reach
• More people are reached when a media schedule uses multiple media
• The number and diversity of media vehicles used
• By diversifying the day parts
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Reach
Frequency
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Weight
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FrequencyFrequency
Average number of times
an advertisement reaches
the target audience in a
four-week period
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FrequencyFrequency
Dodge Rambler Advertised in Rolling Stone MagazineTarget-Audience Member
Week A B C D E F G H I JTotalExposures
1234
Total Exposure 2 4 0 3 2 1 3 1 2 2
5555
x x x x x x x x x x x x x x x x x x x x
Summary Statistics
0 10% 100% C1 20 90 F,H2 40 70 A,E,I,J3 20 30 D,G4 10 10 B
Frequency Distribution (F) Percentage F Percentage F+ Audience Members
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Weight
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Frequency
Reach
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WeightWeight
Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering
GRPs=Reach(R) X Frequency(F)
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Determining GRPs in PracticeDetermining GRPs in Practice
• GRPs are the sum of all vehicle ratings in a media schedule
• Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised
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The Concept of ERPsThe Concept of ERPs
• Do not worry about this
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How Many Exposures are Needed?How Many Exposures are Needed?
Three-Exposure Hypothesis
The minimum number of exposures
needed for advertising to be effective
is three
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How Many Exposures are Needed?How Many Exposures are Needed?
The Efficiency-Index Procedure
Do not worry about this.
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Continuity
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Weight
Frequency
Reach
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ContinuityContinuity
How advertising is allocated during
the course of an advertising
campaign : how should the media
budget be distributed?
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ContinuityContinuity
• Continuous schedule
• Pulsing
• Flighting
• Shelf-Space model of advertising
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Continuous, Pulsing, and Flighting Continuous, Pulsing, and Flighting SchedulesSchedules
0
200
400
600
J F M A M J J A S O N D
Continuous Pulsing Flighting
Advertising Schedules
Ad
$ (
in t
ho
usa
nd
s)
(months)
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Shelf-Space Model of AdvertisingShelf-Space Model of Advertising
Shelf-space model
(1) Consumers’ first exposure to an advertisement is the most powerful
(2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency
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Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Weight
Frequency
Reach
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1-800-COLLECT Media Strategy1-800-COLLECT Media Strategy
• 1-800-Collect media strategy guide
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