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    media objectives media objectives Presentation Transcript

    • SETTING MEDIA OBJECTIVES AND KEY MEDIA CONCEPTS Presented byManeesh kumar pandey MBA(I.B)-3rd sem. Roll No.12
    • Basic Components Impression(degree of exposure and GRPs) Reach(no. of different people exposed to the message) Frequency(repetition needed to make an impression)
    • IMPRESSION An impression is one person’s opportunity to be exposed to an ad. An impression is important because it is different from circulation (actual readership v/s circulation i.e copies sold) HUT(household using television) is the television exposure. Due to large figures television industry uses ratings i.e, GRPs.
    • REACH The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. Success lies in reaching as many of target audience as possible. Shows the total no. of audience of a medium exposed to the ad.
    • FREQUENCY Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.
    • Example of Reach and Frequency Goals 1. Achieve a minimum reach level of 80 with adults women aged 35-54 during the two introductory months 2. Maintain at least 50% reach in each advertising period and maximize when sales promotion runs (in February and October) 3. Maximize reach and frequency during sales peaks (September – November)
    • How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors  Reach Decided according to the awareness level (goal) set Set equal to or higher than the main competition
    •  Reach Emphasized When anything new is introduced - new distribution, new product features, new ad copy, new sale promo, new packaging, new marketing/advertising objectives
    •  Frequency Emphasized When the competition is intense The question is: how much frequency is necessary
    • How to Set Reach and Frequency Goals Other Marketing Factors to Consider: Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget
    •  Product Life Cycle (PLC) For products in the introductory stage of Reach product life cycle, __________ tends to be more important. For established products in later life cycle stages such as maturity stage Frequency __________ tends to be more important.
    •  Breadth of Target Market If target is broadly defined demographically or geographically, _________ would be more important. Reach If target is narrowly defined, Frequency __________ would be more important.
    •  Purchasing Cycle (PC) For products with short PC (e.g., ), Frequency may be more important; For products _________ Reach with long PC (e.g., ), _________ may be more important.
    • R/F objectives must also give adequate consideration to: budget, promotional needs, stage of the campaign
    • OTHER KEY MEDIA CONCEPTS MEDIA PLANNING-identifying and selecting media options based on research into media profiles MEDIA BUDGETING-is the task of identifying specific vehicles ex-Tv programmes,negotiating the cost to advertise and handling the details of billing and payment.