media planning and analysis 15. the media-planning process media planning involves the process of...

Media Planning and Analysis

15

The Media-Planning ProcessThe Media-Planning Process

Media planning

Involves the process of designing a

scheduling plan that shows how

advertising time and space will

contribute to the achievement of

marketing objectives2

4. Buying media

The Media-Planning ProcessThe Media-Planning Process

1. Selecting the target audience

2. Specifying media objectives

3. Selecting media categories and

vehicles3

Selecting the Target AudienceSelecting the Target Audience

Four major factors

4

Reach

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Weight

Frequency

5

ReachReach

Percentage of target audience that is

exposed to an advertisement at least

once during a certain time frame

(usually four weeks)

6

Factors determining the ReachFactors determining the Reach

• 1.

• 2.

• 3.

7

Reach

Frequency

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Weight

8

FrequencyFrequency

Average number of times

an advertisement reaches

the target audience in a

four-week period

9

FrequencyFrequency

Dodge Rambler Advertised in Rolling Stone MagazineTarget-Audience Member

Week A B C D E F G H I JTotalExposures

1234

Total Exposure 2 4 0 3 2 1 3 1 2 2

5555

x x x x x x x x x x x x x x x x x x x x

Summary Statistics

0 10% 100% C1 20 90 F,H2 40 70 A,E,I,J3 20 30 D,G4 10 10 B

Frequency Distribution (F) Percentage F Percentage F+ Audience Members

10

Weight

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Frequency

Reach

11

WeightWeight

Gross rating points, or GRPs, are

an indicator of the amount of gross

weight that a particular advertising

schedule is capable of delivering

GRPs=

12

Determining GRPs in PracticeDetermining GRPs in Practice

• GRPs are the sum of all vehicle ratings in a media schedule

• Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised

13

The Concept of ERPsThe Concept of ERPs

• Do not worry about this

14

How Many Exposures are Needed?How Many Exposures are Needed?

Three-Exposure Hypothesis

The minimum number of exposures

needed for advertising to be effective

is three

15

How Many Exposures are Needed?How Many Exposures are Needed?

Three-Exposure Hypothesis

1.

2.

3.

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How Many Exposures are Needed?How Many Exposures are Needed?

The Efficiency-Index Procedure

Do not worry about this.

16

Continuity

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Weight

Frequency

Reach

17

ContinuityContinuity

How advertising is allocated during

the course of an advertising

campaign : How should the media

budget be distributed?

18

ContinuityContinuity

• Continuous schedule

• Pulsing

• Flighting

• Recency principle (shelf-Space model of advertising)

19

Continuous, Pulsing, and Flighting Continuous, Pulsing, and Flighting SchedulesSchedules

0

200

400

600

J F M A M J J A S O N D

Continuous Pulsing Flighting

Advertising Schedules

Ad

$ (

in t

ho

usa

nd

s)

(months)

20

Recency/Shelf-Space ModelRecency/Shelf-Space Model

(1) Consumers’ first exposure to an advertisement is the most powerful

(2) Adv’g main role: influence brand choice

(3)Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 21

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Weight

Frequency

Reach

22

Cost ConsiderationsCost Considerations

• CPM– Cost of ad/ number of total contacts (in

1000s). Or: Cost/ ratings

• CPM-TM– Denominator is # target market contacts

Cost ConsiderationsCost Considerations

• CPM– Use with caution!– Comparing across vehicle– Efficiency is not effectiveness