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Advertising media selection

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Advertising media selection

Advertising media selection

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Advertising media selection Advertising media selection Presentation Transcript

  • Advertising Media Selection IIM-Rohtak
  • MEDIA STRATEGY
    • … process of analyzing and choosing media for an advertising and promotions campaign
  • MEDIA PLANNING
    • No two plans alike, usually includes:
      • Marketing Analysis (careful consideration of target market(s))
      • Advertising Analysis (fundamental Advertising Strategy and Budget)
      • Media Strategy (Media to be used and creative decisions)
      • Media Scheduling (What ads when and where)
      • Justification and summary (Metrics of success)
  • Media Planning Roles
    • Media Planner – formulates program of when and where to place ads.
    • Media Buyer – buy space and negotiate rates, times and schedules.
  • Advertising Objectives
    • Reach – (depth) # of target reached with the medium
    • Frequency – (repetitive hits) # of times target exposed to same ad within a specified time frame
    • GRP (Gross Rating Points) – impact or intensity of media plan… vehicle’s rating X frequency=GRP
    • Effective Rating Points (ERP)
    • Cost
      • CPM (cost per thousand) cost to reach 1000 of the target audience/vehicle
      • CRP (cost per rating point) = cost per media buy/Vehicle’s rating
      • Weighted CPM = ad cost x 100 / actual audience reached
    • Continuity – exposure pattern or schedule used in the ad campaign
      • Continuous
      • Pulsating
      • Discontinuous
    • Impressions - # of gross impressions = # of exposures to entire audience
  • Reaching Ad Objectives
    • Effective Frequency and Effective Reach = # of times target must see ad and % of target that must be exposed in order to reach Objectives.
    • Allows for variation and strives for optimal frequency/mix.
    • 3 exposure theory vs. Recency Theory = intrusion value vs. most recent in mind (1 may be enough for that target member if it need already top of mind)
  • MEDIA SELECTION
    • TV
    • Radio
    • Outdoor
    • Internet
    • Magazines
    • Newspapers
    • Direct Mail
    • Alternative Media
      • leaflets, brochures, carry-homes, Ads on carry-homes, Ads on T-shirts & caps, movie trailers, free-standing signs, motel room ads, yellow pages, mall kiosks, by fax, video replay scoreboards, arenas, airline seats, walls of airports, subways, bus terminals, buses, cabs…
  • Media Mix
    • See Table 8.8 and Figure 8.5 on p. 260 of 3 rd . ed.
    • MEDIA MULTIPLIER EFFECT – increased impact of using 2 or more media
  • THANKS!