The document discusses various concepts related to advertising media selection and planning. It covers topics such as media strategies, media planners, buyers and their roles. It also defines key terms like reach, frequency, opportunity to see, gross rating points, cost per thousand, ratings, and impressions. Additionally, it discusses effectiveness of advertisements, advertising objectives, scheduling tactics, media class decisions and target audience considerations. The overall summary focuses on providing an overview of the key aspects and terminology related to advertising media selection and planning.

1. Advertising Media
Selection
Chapter – 8 (Eight)
Prof. (Dr.) Kao Kveng Hong
PhD. , D. Litt.

2. Introduction
 If a tree falls in the forest, and no one is
present, does it make a sound ?
 A Media Strategy is the processes of
analyzing and choosing media for an
advertising and promotions campaign.
 9 out of 200 magazines
 3 radio stations
 Fewer than 8 television channels
Finding right places to speak to potential
customers is a big challenge.

3. Media Planning
 Focus on Consumer Behavior .
 Creates plans that reflect the consumer’s (or business’s) purchasing
process.
 Influence consumers in the marketplace .

4. Media Planners
 Formulates a media program stating where
and when to place advertisements.
 Work closely with creative's, account
executives, agencies and media buyers.
 Select which media will be used.
 Conduct research to help match the
product with market and media.

5. Media Buyers
 Buy the space and negotiate rates, times,
and schedules for the ads.
 Stay in constant contact with media sales
representatives.
 Got knowledge about rates and
schedules.
 Watch for special deal in media.
 Larger agencies have greater bargaining
power, but not always true.

6. Effectiveness of Advertisement
 Quality media choices (the right ones ) made
by each agency.
 Creativity
 Financial Stewardship ( ‘Bang’ for your
advertising buck ).
 Agency culture and track record.
 Computer systems to analyze data.
 Relationships between the agency and the
medium’s sales representative.

7. Advertising Objectives
 Reach
 Frequency
 Opportunity to see (OTS)
 Gross rating point
 Cost per rating point
 Cost
 Continuity
 Impressions

8. Reach
 Number of people or households that
will be exposed to an advertising
schedule at least once over a
specified period of time (usually 4
weeks).
 A person who sees the ad twice
does not get counted twice, but
only once.

9. Frequency
 Denotes the number of times
someone sees the ad
 Average frequency refers to the
average number of times a person or
household is exposed to a schedule.
 How many times did the person
see the add during the campaign?

10. Opportunity To See (OTS)
 The cumulative exposure achieved in a given period of time
 If a company places two ads on a television show that is televised
weekly, then during a 4 week periods there are 8 OTS.
 (4 shows X 2 Ads per show)

11. Gross Rating Points (GRP)
 Measures the size of an audience reached by a specific media vehicle
or schedule.
 It is the product of the percentage of the target audience reached by an
advertisement, times the frequency they see it in a given campaign.
 For example, a TV advertisement that is aired 5 times reaching 50% of the
target audience, it would have 250 (GRP = 5 × 50%) i.e., GRPs =
frequency × % reach.

12. Determining Relative Cost of Media - CPM
Cost per thousand (CPM)
Circulation
Cost to Advertise
CPM = X 1,000

13. Calculating CPM Based on the TA

14. Ratings
 Ratings are a measure of Reach
 110 million (MM) television households in the U.S., approximately
equivalent to the total # of households in U.S.
 Neilsen captures ratings data through Peoplemeters, diaries, surveys, etc.
and publishes this data
 1 Rating Point = 1% of television households exposed to program =
110 MM x .01 = 1.10 million households exposed (roughly a million)
 Example: 10 million households watch “Sherlock”. Sherlock’s rating is 10
MM / 110 MM = 9 points
 Caveat: Rating % is always higher than % who viewed advertising

15. Nielsen’s People Meter

16. Determining Relative Cost of Media - CPP
CPP =
Cost of Advertising
Program Rating
Cost per rating point (CPP)

17. Media Schedule
 Scheduling and Timing – These specify how media options are scheduled
over time. Among the strategy alternatives are
 Flighting - periods of total inactivity
 Continuous – advertising spread evenly through time
 Pulsing – a continuous base augmented by intermittent bursts of heavy
advertising

18. Scheduling and Timing
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

19. Impressions
 The total exposures of the audience to an advertisment
 It doesn't take into consideration what percentage of the total may or
may not see the advertisement.

20. Three exposure Hypothesis
 Developed by Hebert Krugman
 Single exposure is not enough to remember.
 How many times a person must be exposed to an add before it has
impact.
 Some advertisers think three exposures are not enough
 Depend on your objective.
 E.g. Brand awareness is easier than building brand image.

21. Effective Frequency vs. Effective Reach
 Effective frequency refers to the number of times a target audience
must be exposed to a message to achieve a particular objective.
 Effective Reach is the percentage of an audience that must be
exposed to a particular message to achieve a specific objective.

22. Media Class Decisions
 Decision – allocating the budget over various
media, is one that is made on both
quantitative and qualitative criteria.
 Radio is suitable for reaching business
commuters.
 Television is seen as a mass medium.
 Magazines and direct mails are better for well
defined target segments

23. Media Class Decisions
 Television with both audio and visual – can make an impact
that simply is not possible in other media.
 For other ads, when emotional or image advertising is
needed, the impact created using print media is hard to
match.
 Outdoor and TV is not well suited for high factual content.
 Magazines provide better color reproduction over
newspaper.
 Radio can involve the listener by getting him or her to use
imagination to visualize stimuli.

24. Media Class Decisions
 Ads in TV and magazines take long lead times.
 Radio and newspapers are more flexible in this matter – and they also cost
less
 When information needs to be transmitted rapidly to the target market,
broadcast media (TV, radio) and newspapers will reach their targets almost
immediately (called a fast cume) while magazines or direct mails may take
much longer (called a slow cume)

25. Weekday Television Dayparts
Prime-Time Access 7:30 p.m.-8:00 p.m.
Late News 11:00-11:30 p.m.
Morning 7:00-9:00 a.m.
Early Fringe 4:30 p.m.-7:30 p.m.
Late Fringe 11:30-1:00 a.m.
Prime Time 8:00 p.m.-11:00 p.m.
Daytime 9:00 a.m.-4:30 p.m.

26. Target Audience
Target
Market
Proportion
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
Population excluding target market
Target market
Media coverage
Media overexposure

27. Reach
A. Reach of One Program B. Reach of Two Programs
C. Duplicated Reach of Both D. Unduplicated Reach of Both

28. Creativity in Media Planning
 It’s not a boring job of crunching numbers alone.
 Timing and placement of ads can help clients save bundles, and create
a tremendous effect on the ad performance.

34.  How you will select Media when its Business to Business ?
 How you will select media when you will enter into International
Markets?
 What is Guerilla Marketing ?
 What is Ambient Marketing ?