introduction to advertising media planning. What it is? Its impact on the sales funnel through the stages from awareness to purchase and the benefits and costs of each channel bundled with some key terminology.

1. Advertising Media
Planning
The Art of Matching Paid Media with the Goals of
Adver7sers

2. What is Advertising
Media Planning?
“Media planning is the series of decisions made
regarding the selec7on and use of media. To op7mally
communicate the message, to as many of the
target market as possible, at the minimum cost.”

3. Advertisings Effect on the
Path to Sales

4. Goal: Awareness or Response?
High CPR
Low
Awareness
Low CPR
High
Awareness
Brand TV
Out of Home
Print
Digtal
DRTV
Inserts
DM / HHD
Events /
F2F
PR
PPC
Radio

5. The Cost of Advertising Media
£5.00 £3.00 £1.80 £7.00
£32.00
£1.40 £1.50
£12.00 £13.00
£230.00
£-
£50.00
£100.00
£150.00
£200.00
£250.00
Media CPT

6. Advertising Media Terminology
There are general terms that are used in planning & buying across all media
channels;
Impact
– One exposure (in one household or to one individual) to one advertisement
Coverage
– A measure of a media vehicles reach, within a specific geographic area.
The extent to which the different advertising media are distributed in a
specific market. In terms of a broadcast signal, the percentage of the
population within a given region able to receive that signal.
Reach
– The number of unique viewers exposed to a campaign.
Effective Frequency
– The average number of times a person must see or hear a message before it
becomes effective

7. Advertising Media Terminology
CPT (Cost Per Thousand)
– The cost of delivering 1,000 gross impressions
– A common term describing the cost of reaching 1,000 people in a
mediums audience. It is used by media planners to compare the cost of
various media vehicles
Daypart
– Broadcast media divide the day into several standard time periods, each
of which is called a daypart. Cost of purchasing advertising time on a
vehicle varies by the daypart selected
Target Audience
– The intended audience for an ad, usually defined in terms of specific
demographics (age, sex, income, etc.) product purchase behaviour,
product usage or media usage.
Universe
– Total population of a specific audience being measured/ purchased

8. Thank You!
tomasderrig@gmail.com
+44 7961839763