Media planning concepts involve understanding regulations, media consumption, category spending, and competitors' communications efforts. Media planners must balance reach, frequency, budget, and effectiveness. Frequency refers to how often a target audience is exposed to an ad and should vary based on message, competition, objective, audience, and media. Reach represents the percentage of a target audience exposed, while gross reach combines exposures across media. Gross rating points reflect reach and frequency. Effective media planning requires balancing frequency, reach, and budget to maximize advertising impact.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Marketing Day 2012: the new media mix: the new rules of marketing & media pla...Bisnode Belgium
Marketing communications and media planning have been fundamentally altered by the explosive growth of digital media and mobile technologies. Although traditional channels like email and print media are not going away anytime soon, consumers increasingly demand that companies also interact with them on social networks, via tablets and mobile devices, and in ways that were not
possible just a few years ago.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Marketing Day 2012: the new media mix: the new rules of marketing & media pla...Bisnode Belgium
Marketing communications and media planning have been fundamentally altered by the explosive growth of digital media and mobile technologies. Although traditional channels like email and print media are not going away anytime soon, consumers increasingly demand that companies also interact with them on social networks, via tablets and mobile devices, and in ways that were not
possible just a few years ago.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Select three advertisements from three different countries using tra.docxzenobiakeeney
Select three advertisements from three different countries using traditional advertising venues and Internet advertising venues. Assess how culture and ethics influence understanding the ad from each country.Incorporate concepts and examples from this week’s lecture in your post.
Week Three Lecture
Advertising Message
Welcome to the world of advertising! How many of you think advertisers unfairly influence us and “make” us buy items we do not need, cannot afford, and will not use? If you raised your hand or silently said “I do,” then you are among a majority of people who think advertisers will lie to encourage sales and believe consumers are helpless pawns in the corporate game of profitability.
Nothing could be further from the truth! Advertisers design catchy slogans, phrases, and songs to help us remember the points about a particular item the organization thinks will appeal to us. Did advertisers create the need? No! Did advertisers determine whether or not we wanted an item? Again, no! Although the psychology behind buyer motivation is the focus for another course, advertisers only use what is known to appeal to a specific group of buyers in hopes of affecting sales.
We are entering a world of bright lights, vivid colors, and every sensory perception will become aware when a commercial is on that appeals to something we have decided we need. Why do we want a Mercedes? Good quality? No, superior quality! But does it really cost $30,000 more to manufacturer a Mercedes than, say, a Ford? Most likely not. Then why do we have a mental image of a Mercedes as a premium product? Why, advertisers, of course! Keep in mind as we move throughout our course . . . advertisers work very hard to write messages and music that will appeal to us and motivate us into action.
The objective of advertising is to “inform, persuade, and reminder consumers about business and organizational products and other offerings” (Ogden & Ogden, 2014, section 4.1). There are three message executional frameworks: cognitive; affective; and conative, and how marketers determine which strategy has the highest probability of producing the desired effect on consumer behavior (Clow & Baack, 2012). Parker (2013) stated national universities tend to use more emotional, ego-based ads whereas regional universities tend to use more informational and rational ads. National universities use the affective message strategy, whereas regional universities use the cognitive message strategy. The key is to determine what type of message has the greatest chance of impacting consumer behavior.
Writing an advertising plan requires tedious and detailed concentration on many items. Figure 4.1 (Ogden & Ogden, 2014) in our text lists the ten steps in writing an advertising plan. As you can see from the figure, there is a tremendous amount of work involved in the planning. Today’s marketing managers are being held responsible for ROI within their allocated budget, so time must be taken to get th.
Unit 3:
Media planning: Developing Media plan, Problems encountered, Media Evaluation-
Print, Broadcast media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy.
Look at the different types of advertising shown in Table 4.2 of the.docxeubanksnefen
Look at the different types of advertising shown in Table 4.2 of the text. Select one product and determine how each type of advertising strategy would be used. Incorporate concepts and examples from this week’s lecture in your post.
Week Three Lecture
Advertising Message
Welcome to the world of advertising! How many of you think advertisers unfairly influence us and “make” us buy items we do not need, cannot afford, and will not use? If you raised your hand or silently said “I do,” then you are among a majority of people who think advertisers will lie to encourage sales and believe consumers are helpless pawns in the corporate game of profitability.
Nothing could be further from the truth! Advertisers design catchy slogans, phrases, and songs to help us remember the points about a particular item the organization thinks will appeal to us. Did advertisers create the need? No! Did advertisers determine whether or not we wanted an item? Again, no! Although the psychology behind buyer motivation is the focus for another course, advertisers only use what is known to appeal to a specific group of buyers in hopes of affecting sales.
We are entering a world of bright lights, vivid colors, and every sensory perception will become aware when a commercial is on that appeals to something we have decided we need. Why do we want a Mercedes? Good quality? No, superior quality! But does it really cost $30,000 more to manufacturer a Mercedes than, say, a Ford? Most likely not. Then why do we have a mental image of a Mercedes as a premium product? Why, advertisers, of course! Keep in mind as we move throughout our course . . . advertisers work very hard to write messages and music that will appeal to us and motivate us into action.
The objective of advertising is to “inform, persuade, and reminder consumers about business and organizational products and other offerings” (Ogden & Ogden, 2014, section 4.1). There are three message executional frameworks: cognitive; affective; and conative, and how marketers determine which strategy has the highest probability of producing the desired effect on consumer behavior (Clow & Baack, 2012). Parker (2013) stated national universities tend to use more emotional, ego-based ads whereas regional universities tend to use more informational and rational ads. National universities use the affective message strategy, whereas regional universities use the cognitive message strategy. The key is to determine what type of message has the greatest chance of impacting consumer behavior.
Writing an advertising plan requires tedious and detailed concentration on many items. Figure 4.1 (Ogden & Ogden, 2014) in our text lists the ten steps in writing an advertising plan. As you can see from the figure, there is a tremendous amount of work involved in the planning. Today’s marketing managers are being held responsible for ROI within their allocated budget, so time must be taken to get the advertising plan written in a manner for the .
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2. Have knowledge and understanding of regulations,
legislation and media consumption
Category spend
two key skills of media planners…
Should be able to judge the communications efforts
of the competition
ONE…
TWO…
Share of Voice
Media Mix
3. media planning…
media selection has become increasingly complex
…this activity is primarily tactical…
…there is always a ‘trade-off’ between…
reach
…arguably this all has to be done within the budget
Percy and Rosenbaum-Elliott, 2016
frequency
scheduling
4. media planning…
coverage
Yeshin, 2006, considers this in a slightly different way, as a
balance between…
…there is never enough budget to maximise the two
…in media planning we need to maximise advertising
effectiveness through careful balancing
frequency
5.
6. key concepts… frequency
How many times a consumer within the target audience is expected to be
exposed to the message within a certain time period
So… how do we determine frequency?
Yeshin, 2006, states that “there is no consensus as to the ‘correct’ number of
exposures that an advertising campaign should seek to achieve
…what the media planner strives towards is known as…
Effective frequency
De Pelsmaker, et.al., 2017
7. frequency and effectiveness…
There needs to be a balance between “wear-in” and “wear-out”
Wear-out results in negative responses… such as irritation…
High exposure is beneficial as it can…
Makes attitudes more accessible and increases confidence in that attitude
Leads to greater front of mind awareness
…so minor tweaks to content can be beneficial to overcome this
Make the message more memorable and increase brand recall
Can be a signal for brand quality
Increases believability of claims
De Pelsmaker, et.al., 2017
8. frequency and effectiveness…
ad effectiveness…
Frequency of repetition
Wear-out
Wear-in
Two Factor Model, De Pelsmaker, et.al., 2017
9. frequency
Yeshin cites research from Krugman (1972) who put forward that a
consumer only requires 3 exposures for the effect to be achieved
He also cites Philip Jones (1995) who argues that sales are
achieved from one exposure
It is important to note that frequency of exposure should vary by
age… increasing frequency as the audience gets older (Dubow, 1995)
10. frequency
Optimal, effective frequency is linked to…
The type of message used – format, appeal, content
The level of competition
The advertising objective
The product category
The target audience
The media being used
12. frequency in a digital age…
Harder to reach audiences due to mass audience decline, ad avoidance
and multi-tasking behaviour
Frequency has become increasingly problematic
…and over-exposure damages trust and wastes resources
WARC, 2019
13. Increased exposure Increased purchase
intentions
1-2 ad exposures 3-10 ad exposures 10+ ad exposures
Psychological Process…
The ad’s ability to evoke
emotion motivates the
consumer to pay
ATTENTION
Psychological Process…
Cognitive thoughts about
the ad drive PURCHASE
CONSIDERATION and
EVALUATION
Psychological Process…
Ad’s ability to evoke
emotion motivates the
consumer to take ACTION
Model of the relationship between advertisement
exposure and consumers’ purchase intentions
Burton, et.al., 2019
14. reach…
another key concept to consider…
Total reach is the number or percentage of people who we can expect
to be exposed to the message during the scheduled time frame
However, it is more beneficial to consider useful reach
So, TV may have higher total reach but specialist press would have
more useful reach
It equates to how many consumers from the target audience are
likely to see the message
(adapted from De Pelsmaker et.a.l., 2017)
15. reach
We may also consider gross reach… used when the campaign
utilises a media mix
Radio TV
A B
C
(A+B) + (B+C) = Gross Reach
(adapted from De Pelsmaker et.a.l., 2015)
A+B+C = Reach
16. Reach…
A more commonly used measure is opportunities to see… OTS
This is the average probability of exposure that the target audience has
This links to Gross Rating Points… GRP’s
You divide gross reach by reach… simple!
Links to impressions which is total number of OTS
17. GRP’s
Also a score of 450 GRP… could be a result of 18 exposures to 25% of
the audience or 9 exposures to 50% of the audience
Adapted from Yeshin, 2006
multiplied by the number of times shown… frequency of exposure
But it doesn’t take into account ‘target’ audiences so well
Reach x Frequency = GRP
Reach is expressed as a % of total audience exposed to the message…
18. effective reach and frequency…
% Reach…
FrequencyGraph of effective reach, Belch and Belch, 1993
20
15
10
5
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
No exposure
Ineffective exposure
Threshold of exposure
Reinforcement of effectiveness
Excessive exposure
Negative exposure
20. Other considerations…
Brand history, brand share and brand loyalty
Usage cycle
Target audience education, learning and absorption
Marketing factors
Purchase cycle
Competitive share of voice
Yeshin, 2006
21. Other considerations…
Complexity of message
New campaign or continuous
Variety and volume of messages
Creative factors
Message uniqueness
Image versus selling
Wearout of message
Yeshin, 2006
23. Contingency planning…
The marketing and media environment is dynamic
Variables that have been used in the development of the plan
may alter…
Change in economic conditions
Change in sales
Change in competition
Ideally the plan should be flexible… so that we can act in response to
changes
24. methods of media planning…
Traditional media planning
Channel planning
Integrated planning
Communications planning
Media neutral planning
25. Traditional planning…
Each channel has its own audience research methods
Concerned with the “older” forms of media… TV,
radio, cinema, newspaper, magazines, outdoor
Each channel has its own method of scheduling and buying
So media planning is conducted by channel in relation to
these factors and budget allocated accordingly
26. Channel planning…
Emerged in the 1980’s
…primarily as a response to the growth and
fragmentation of media choice
Focused on consumer rather than media…
Adopts a holistic approach to ensure there are
multiple ‘touchpoints’ with the brand
…but you really need to understand the behaviour of the target
audience
27. Integrated planning…
Emerged in the 1990’s
Focuses on the right content, for the right channels linked to a
consistent branded approach with no duplication
Being more effective with a limited budget
There is more of a long-term strategic focus here as opposed to a
short-term campaign
28. Communications planning…
Focus since the millennium
More focused on the conversation between
brands and consumers
It’s about consumer engagement with the brand via the most effective media
29. Media neutral planning…
Media-free focus… a more open planning
approach
A relatively recent evolution in media planning
The ‘big idea’ comes first and the media fit around it… traditional
and non-traditional
At first the focus was more on digital media but actually…
…it needs to be integrated
30. Integration…
The IPA commissioned research into how campaigns use integration…
No integration… either one channel focus or an uncontrolled merging
Participation-led… focuses on dialogue, experience and conversation
Advertising-led… integration via a common creative platform
Brand idea-led… unified by a shared brand concept and/or message
Cox, 2011
31. References and reading
Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising.
Switzerland: AVA Publishing.
Burton, Gollins, McNeely and Walls, (2019) Revisiting the Relationship between Ad Frequency
and Purchase Intentions: How Affect and Cognition Mediate Outcomes At Different Levels of
Advertising Frequency. Journal of Advertising Research, Vol 59:1
Kate Cox and Denise Turner, (September 2011) New models of integration: Plugging the
advertising effectiveness gap. Warc Exclusive, Advertising Research.
De Pelsmaker, P., Geuens, M. and Van den Bergh, J. (2015) Marketing Communications: A
European Perspective. Harlow: FT Prentice Hall
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2016) Strategic Advertising Management. Oxford, Oxford University
Press.
Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA:
Cengage.
Yeshin, T. (2006). Advertising. London, Thomson