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Media Planning and Analysis

Media Planning and Analysis. 13. The 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 objectives. Media Vs. Vehicles. Vehicles. Media.

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Media Planning and Analysis

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  1. Media Planning and Analysis 13

  2. The 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 objectives

  3. Media Vs. Vehicles Vehicles Media

  4. The Media-Planning Process 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media

  5. Selecting the Target Audience Four major factors

  6. Specifying Media Objectives Reach Frequency Weight Continuity Cost

  7. Reach Percentage of target audience that is exposed to an advertisement at least once during a certain time frame (usually four weeks)

  8. Factors determining the Reach

  9. Specifying Media Objectives Reach Frequency Weight Continuity Cost

  10. Frequency Average number of times an advertisement reaches the target audience in a time period (usually four weeks)

  11. Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Total Exposures Week A B C D E F G H I J x x x x x x x x x x x x x x x x x x x x 5 5 5 5 1 2 3 4 Total Exposure 2 4 0 3 2 1 3 1 2 2 Summary Statistics Frequency Distribution (F) Percentage F Percentage F+ Audience Members 0 10% 100% C 1 20 90 F,H 2 40 70 A,E,I,J 3 20 30 D,G 4 10 10 B Frequency

  12. Specifying Media Objectives Reach Frequency Weight Continuity Cost

  13. Weight Gross rating points, or GRPs, are an indicator of the amount of gross weight that a particular advertising schedule is capable of delivering GRPs=

  14. Determining GRPs in Practice • GRPs are the sum of all vehicle ratings in a media schedule • Rating:

  15. How Many Exposures are Needed? Three-Exposure Hypothesis The minimum number of exposures needed for advertising to be effective is three

  16. How Many Exposures are Needed? Three-Exposure Hypothesis

  17. How Many Exposures are Needed? Frequency Value Planning Do not worry about this.

  18. Specifying Media Objectives Reach Frequency Weight Continuity Cost

  19. Continuity How advertising is allocated during the course of an advertising campaign : How should the media budget be distributed?

  20. Continuity • Continuous schedule • Pulsing • Flighting • Recency principle (shelf-space model of advertising)

  21. Advertising Schedules 600 J F M A M J J A S O N D 400 Ad $ (in thousands) 200 0 (months) Flighting Continuous Pulsing Continuous, Pulsing, and Flighting Schedules

  22. Recency/Shelf-Space Model (1) Consumers’ first exposure to an advertisement is the most powerful (2) Adv’g main role: influence brand choice (3)Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

  23. Specifying Media Objectives Reach Frequency Weight Continuity Cost

  24. Cost Considerations • CPM • Cost of ad/ number of total contacts (in 1000s). Or: Cost/ ratings • CPM-TM

  25. Cost Considerations • CPM • Use with caution! • Comparing across vehicles, not media • Efficiency is not effectiveness

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