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Media Planning and Scheduling

Media Planning and Scheduling. Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore. Organization. 1. Introduction 2. Number of Exposures 3. Type of Audience Exposed 4. Outdoor Advertising 5. Reach and Frequency

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Media Planning and Scheduling

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  1. Media Planningand Scheduling Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore

  2. Organization 1. Introduction • 2. Number of Exposures • 3. Type of Audience Exposed 4. Outdoor Advertising 5. Reach and Frequency 6. Media Watching Habits of Asians

  3. Introduction Concern with: * how many exposures created by vehicle * who is exposed to it * scheduling Importance • To ensure that message reaches the right market at the right time and with maximum effect

  4. Difficult to plan • Insufficient information • Not detailed info about viewing audience • Expensive info esp for small advertisers • Inconsistent Terminologies (Recall vs Recognition) • Time Pressures • Especially for tactical ads • Difficulty Measuring Effectiveness • Difficult to ascertain relative effectiveness of various media/vehicles

  5. Number of Exposures Print ads • Cost per thousand (CPM) Example How much it costs to reach 1000 members of Her World magazine.

  6. TV Commercials • Gross Rating Point (GRP) • Gross coverage or duplicated audience that is exposed to a particular commercial • Prime time programs are highest rated

  7. Type of Audience Exposed • Little value if audience is not target market • Effective Cost per Thousand • Adjust for different target segments e.g., more weight to heavy user segment

  8. Vehicle Source Effect • Ad for women’s clothes makes more impact in Her World than in Female

  9. 4 considerations: 1. Expertness • Effect enhanced if product advertised is very similar to the product associated with the vehicle 2. Prestige • If objective is to build status image for a product, advertise in such magazines • Long-term association possible if product is advertised consistently in 1 magazine, and infrequently elsewhere

  10. 3. Mood of Vehicle • Happy programs generate more favorable attitude towards the ad 4. Audience Involvement • Involving vehicle generates superior exposure • Commercials in serial programs better recalled than those in other program types • Comedies fared least well

  11. Outdoor Advertising • Popular in Asia because: • Expensive TV and print ad rates • No TVs or radios in rural areas • Illiterate • Asia’s massive traffic jams Burgeoning of billboard ads

  12. Reach & Frequency Reach (Unduplicated) is the percentage of different homes exposed to the advertising schedule during a given period of time Reach = Unduplicated Audience Total Audience Duplicated Reach -- People who see the ad more than once Gives an estimate of frequency

  13. Frequency is the average number of times that a home reached was exposed during that same period. Gross Ratings Points GRP = Reach x Frequency • 100 GRPs means: • 100% of mkt is exposed once OR • 50% of mkt is exposed twice OR • 25% of mkt is exposed 4 times

  14. Is higher frequency (i.e., ad repetition) necessary? * Yes, because of decay * No, because of wear-out

  15. When is Ad Repetition Needed? 1. Complex message 2. New or less well-known brand 3. Short purchase and use cycle 4. Brand associated to feelings in ad 5. Audience unable to process info quickly 6. Audience not brand loyal high brand switching 7. High clutter

  16. Wearout • Occurs when successive exposures no longer have positive impact on audience 2 explanations: (a) Complete information already absorbed (b) Irritating Ways to combat wear-out: (a) Provide reward to audience e.g., entertainment (b) Space exposures over time (c) Run multiple executions of same campaign theme

  17. Media Scheduling in Asia Country TV Channel (Audience %) Ad Minutes per Broadcast Hour Hong Kong TVB Jade (67%) 5.63 Indonesia RCTI (52.4%) 10.30 Malaysia TV1 (39%) 5.16 Philippines ABS-CBN (68%) 15.39 Singapore TCS8 (66%) 13.78 South Korea SBS (29%) 7.90 Taiwan TTV (37.6%) 10.00 Thailand Channel 7 (45.0%) 6.95 Japan CX (10%) n.a.

  18. Average Daily Viewing Hours of Asians Weekday Weekend Weekly Hours Hanoi 2.9 3.4 21.3 Hong Kong 2.7 2.6 18.7 Ho Chi Minh 1.6 2.0 12.0 Indonesia 4.1 4.0 28.2 Japan 3.6 4.3 26.7 Malaysia 1.7 2.1 12.7 Philippines 2.1 2.1 14.5 Singapore 3.5 4.0 24.7 South Korea 2.2 3.3 17.6 Taiwan 3.7 5.4 29.3 Thailand 2.2 2.5 15.7

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