media objectives


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media objectives

  1. 1. SETTING MEDIA OBJECTIVES AND KEY MEDIA CONCEPTS Presented byManeesh kumar pandey MBA(I.B)-3rd sem. Roll No.12
  2. 2. Basic Components Impression(degree of exposure and GRPs) Reach(no. of different people exposed to the message) Frequency(repetition needed to make an impression)
  3. 3. 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.
  4. 4. 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.
  5. 5. FREQUENCY Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.
  6. 6. 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)
  7. 7. 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
  8. 8.  Reach Emphasized When anything new is introduced - new distribution, new product features, new ad copy, new sale promo, new packaging, new marketing/advertising objectives
  9. 9.  Frequency Emphasized When the competition is intense The question is: how much frequency is necessary
  10. 10. How to Set Reach and Frequency Goals Other Marketing Factors to Consider: Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget
  11. 11.  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.
  12. 12.  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.
  13. 13.  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.
  14. 14. R/F objectives must also give adequate consideration to: budget, promotional needs, stage of the campaign
  15. 15. 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.