Mcom 341-19 Media Planning 1

  • 4,717 views
Uploaded on

 

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,717
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
390
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Media Planning & Buying
  • 2. Class Objectives
    Describe how a media plan helps accomplish objectives
    Calculate gross rating points and cost per thousand
    Define reach and frequency and discuss effective frequency
    Discuss how reach, frequency and continuity are related
  • 3. What is Media Planning?
    The purpose of media planning is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
    Photo c/o bbc.co.uk
  • 4. Decisions and Issues
    Where?
    Whichmedia?
    Whattime ofyear?
    Howoften?
    How tointegrate?
    Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign in 2003. The ads were aimed at young, high-income, design-conscious, adventure seekers.
    Television ad:
    http://www.youtube.com/watch?v=vfC-HGEwuO4
    Print ads c/o autospies.com and adverbox.com. Video ad c/o YouTube.
  • 5. Challenges of Media Planning
    More competitors
    Rising costs
    Media complexity
    Greater audience fragmentation
    More media options
  • 6. Increasing Media Options
  • 7. Marketing Plan
    AdvertisingPlan
    Determine media strategy
    Select media classes
    Select media within classes
    Media use decisions
    Broadcast
    Print
    Other media
    Media within the Marketing Framework
    Situation Analysis
    Set media objectives
  • 8. Setting Media Objectives
    Audience Objectives define the types of people the advertiser wants to reach. Planners select the appropriate media vehicles to reach those targets.
    Distribution Objectives define where, when and how often advertising should appear. They do so using metrics like message weight, reach, frequency and continuity.
  • 9. Adimpressions
    Grossimpressions
    Gross ratingpoints(GRPs)
    Defining Media Objectives
    Message-Distribution Objectives
    AudienceSize
    MessageWeight
    AudienceAccumulation& Reach
    ExposureFrequency
    Continuity
  • 10. Adimpressions
    Grossimpressions
    Gross ratingpoints(GRPs)
    Defining Media Objectives
    Message-Distribution Objectives
    AudienceSize
    MessageWeight
    AudienceAccumulation& Reach
    ExposureFrequency
    Continuity
    Audience Size counts the total number of people in a vehicle’s audience.
    • Circulation: subscriber and newsstand copy sales
    • 11. Readers per copy: how many people read one copy of a printed vehicle
    • 12. Pass-along readership rate: those who read a copy without buying it
  • Adimpressions
    Grossimpressions
    Gross ratingpoints(GRPs)
    Defining Media Objectives
    Message-Distribution Objectives
    AudienceSize
    MessageWeight
    AudienceAccumulation& Reach
    ExposureFrequency
    Continuity
    Message weight is the total size of the audience reached by an ad campaign.
    • Ad impression: possible exposure of the message to one person (OTS)
    • 13. Gross impressions: potential total exposures by a vehicle
    • 14. Rating: the percentage of people exposed to an advertising medium. One rating point = 1% of the desired population.
    • 15. GRP’s: the combined ratings of all media in a campaign
  • Adimpressions
    Grossimpressions
    Gross ratingpoints(GRPs)
    Defining Media Objectives
    Message-Distribution Objectives
    AudienceSize
    MessageWeight
    AudienceAccumulation& Reach
    ExposureFrequency
    Continuity
    Reach refers to the total number of different people exposed to a medium. It does not guarantee that the people will see or respond to the advertising.
    Accumulation is the total number of people reached by all media in a campaign.
  • 16. Adimpressions
    Grossimpressions
    Gross ratingpoints(GRPs)
    Defining Media Objectives
    Message-Distribution Objectives
    AudienceSize
    MessageWeight
    AudienceAccumulation& Reach
    ExposureFrequency
    Continuity
    Frequency measures the intensity of a schedule based on repeated exposures to the vehicle or program. It is the average number of times people are exposed to a vehicle in a period of time.
    Average frequency =
    Total exposures  audience reach
  • 17. Adimpressions
    Grossimpressions
    Gross ratingpoints(GRPs)
    Defining Media Objectives
    Message-Distribution Objectives
    AudienceSize
    MessageWeight
    AudienceAccumulation& Reach
    ExposureFrequency
    Continuity
    Continuity is the duration of an advertising message or campaign over a given period of time.
    For example, a company might introduce a new product with 4 weeks of heavy advertising on the radio. They then might maintain continuity for 16 weeks on fewer stations.
  • 18. Optimizing Reach, Frequency & Continuity
    Reach, frequency and continuity have an inverse relationship.
    This advertiser can reach 6,000 people once, 3,000 people 5.75 times or 1,000 people 9 times for the same budget.
    To achieve continuity, the advertiser may have to sacrifice reach and/or frequency.
  • 19.
  • 20. Ad response curve
    Optimizing Reach, Frequency & Continuity
    EffectiveReach
    EffectiveFrequency
    Effective reach: % of the audience who receive enough exposures to notice the message.
    Effective frequency: the average number of times someone must see or hear a message for it to be effective.
    Thresholds for awareness and overexposure.
  • 21. Developing a Media Strategy: The Media Mix
    The 5 Ms
    Media
    Markets
    Mechanics
    Methodology
    Money
    Selecting & scheduling media to get the desired message weight, reach, frequency & continuity.
    The various targets of a media plan – the audiences
    How much to budget and where to allocate it
    All communi-cation vehicles available to a marketer, anything you can put your name on
    The details of buying each medium: air time, ad sizes, rates, production costs, etc.