media planning process project
TRANSCRIPT
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2007 Thomson South-Western
Planning for and
Analyzing AdvertisingMedia
Chapter Thirteen
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Chapter Thirteen Objectives
Describe the major factors used in
segmenting target audiences for media
planning purposes.
Explain the meaning of reach, frequency,
gross rating points, target rating points,
effective reach, and other media concepts.
Discuss the logic of the three-exposurehypothesis and its role in media and
vehicle selection.
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Chapter Thirteen Objectives
Describe the use of the efficiency-index
procedure for media selection.
Distinguish the differences among three
forms of advertising allocation: continuous,
pulsed, and flighted schedules.
Explain the principle of recency, or shelf-
space model, and implications for allocatingadvertising expenditures over time.
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Chapter Thirteen Objectives
Perform cost-per-thousand calculations.
Interpret the output from computerizedmedia models.
Review actual media plans.
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Media Versus Vehicles
Media are the general communication methods
that carry advertising messagestelevision,
magazines, newspapers, and so on.
Vehicles are the specific broadcast programs or
print choices in which advertisements are placed.
For example, television is the media, andAmerican Idolis the vehicle.
Each medium and vehicle has a unique set of
characteristics and virtues.
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Messages and Media: A Hand-In-
Glove Reaction
Advertisers are placing more emphasis
than ever on media planning. The choice of media and vehicles can be
the most complicated of marcom
decisions.
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The Media-Planning Process
Media planning
The design of a strategy that shows how
investments in advertising time and space
will contribute to the achievement of
marketing objectives.
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Model of the Media Planning Process
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
StrategyMedia
Strategy
Media Strategy
Target AudienceSelection
Objective Specification
Media and Vehicle
Media Buying
Marketing
Strategy
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Selecting the Target Audience
Four major factors
(1) Buyographics
(4) Lifestyle/psychographics
(2) Geographic
(3) Demographic
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Specifying Media Objectives
1. What proportion of the population should be
reached with advertising message during
specified period (reach)
2. How frequently should audience be exposed to
message during this period (frequency)
3. How much total advertising is needed toaccomplish reach and frequency objectives
(weight)
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Specifying Media Objectives
4. How should the advertising budget be allocated
over time (continuity)
5. How close to the time of purchase should thetarget audience be exposed to the advertising
message (recency)
6. What is the most economically justifiable way toaccomplish objectives (cost)
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Reach
Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)
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Frequency
Average number of times, on
average, during the media-
planning period that members of
the target audience are exposed
to the media vehicles that carry a
brands advertising message.
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Weight
How much advertising volume is required toaccomplish advertising objectives
Three weight metrics:
Gross ratings
Target ratings
Effective ratings
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What Are Ratings?
Ratings, in an advertising sense, simply
mean the percentage of an audience
that has an opportunity to see anadvertisement placed in a particular
vehicle.
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Weight: Gross Rating Points
Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering
GRPs=Reach(R) X Frequency(F)
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Determining GRPs in Practice
GRPs are the sum of all vehicle ratings in
a media schedule
Rating: proportion of the target audiencepresumed to be exposed to a single
occurrence of an advertising vehicle in
which the advertisers brand is advertised
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Weight: Target Rating Points
(TRPs)
Adjust a vehicles rating to reflectjust those individuals who match
the advertisers target audience
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The Concept of Effective Reach
How often does the target audience have
an opportunity to be exposed?
Effective reach is based on the idea that
an advertising schedule is effective only if
it does not reach members of target
audience too few or too many times
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Effective Reach in Advertising Practice
3-10 exposures during a media-
planning period (typically 4 weeks)
Using multiple media
Subjective factors must be considered
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An Alternative: Frequency Value
Planning
The objective is to select the media
schedule that generates the most
exposure value per GRP.
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Continuity
How advertising is allocated during the course ofan advertising campaign: how should themedia budget be distributed?
Continuous advertising schedule: an equalnumber of ad dollars are invested throughoutthe campaign
Pulsing: some advertising is used during everyperiod of the campaign, but the amount of
advertising varies from period to period.Flighting: the advertiser varies expendituresthroughout the campaign and allocates zeroexpenditures in some months.
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Recency Planning (a.k.a. The
Shelf-Space Model)
(1)Consumers first exposure to an
advertisement is the most powerful
(2)Advertisings primary role is to influence
brand choice
(2) Achieving a high level of weekly reach for
a brand should be emphasized over
acquiring heavy frequency
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Optimizing Weekly Reach
Advertising teaches consumers
Influence brand selection
Messages are most effective when close to
purchase time
Cost-effectiveness of first exposure is greater
than subsequent
Allocate budget to reach consumers often
Reach target audience continuously rather
than sporadically
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Cost considerations
Cost per Thousand (CPM)
Target Market (TM)
CPM= Cost of ad# of contacts (expressed in thousands)
CPM-TM= Cost of ad# of TM contacts
(expressed in thousands)
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Tradeoffs
Tradeoff must be made because media
planners operate under the constraint of afixed advertising budget
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Media Planning Software
1. User develops a media database
2. User selects criterion for scheduleoptimization
3. User specifies constraints
4. User seeks out the optimum mediaschedule