The document discusses key concepts in media planning including media terminology, criteria for media planning considerations, and methods for analyzing audience coverage and reach. Specifically, it defines terms like media planning, objectives, strategy, and vehicles. It also outlines factors for determining the appropriate geographic coverage, media mix, target audience, scheduling techniques, and balancing reach versus frequency based on creative, marketing, and budget aspects.
Media planing & selection for Products promotionZahir Khan
Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use.
Media planing & selection for Products promotionZahir Khan
Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use.
Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use. - Prakash Joshi.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use. - Prakash Joshi.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
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2. Media Terminology
Media Planning - A series of decisions
involving the delivery of messages to
audiences.
Media Objectives - Goals to be attained by
the media strategy and program.
Media Strategy - Decisions on how the
media objectives can be attained.
Media - The various categories of delivery
systems, including broadcast and print
media.
3. Media Terminology
Broadcast Media - Either radio or
television network or local station
broadcasts.
Print Media - Publications such as
newspapers, magazines, direct mail,
outdoor, and the like.
Media Vehicle - The specific message
carrier, such as the Washington Post or
Tonight Show.
4. Media Terminology
Coverage - The potential audience that
might receive the message through the
vehicle.
• TV Homes/Households Using Television
Reach - The actual number of individual
audience members reached at least once
by the vehicle.
Frequency - The number of times the
receiver is exposed to vehicle in a specific
time period.
6. Brand and Category Analysis
Percentage of product
category total sales in market
Percentage of total U.S.
population in market
CDI = X 100
Category Development Index
7. Brand and Category Analysis
Brand Development Index
Percentage of brand sales in
market to total US sales
Percentage of total U.S.
population in market
BDI = X 100
12. Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
• Reach - The actual number of individual
audience members reached at least once by
the vehicle.
• Frequency - The number of times the receiver
is exposed to vehicle in a specific time period.
• GRP (Gross rating point) = Reach x frequency
13. Reach and Frequency
Reach of Two ProgramReach of One Program
Unduplicated Reach of BothDuplicated Reach of Both
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate
15. Marketing Factors Important to
Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
16. Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
Creative aspects and mood
17. Creative Factors In Determining
Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
18. Media Factors Important to
Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
19. Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Budget considerations
20. Determining Relative
Cost of Media
CPM (cost per thousand)
Cost of ad space/time
= x1000
Circulation/Audience
CPRP (cost per rating point)
Cost of commercial time
=
Program rating
21. Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Budget considerations