Understanding The Process Of Media Planning And Buying

Background and Situation Analysis Background and Situation Analysis Discusses Media Options, Opportunities and Target Audience. Staging a Media Plan A Media Plan is a Written Document that summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages. Strategy: Selection of Media Strategy: Selection of Media Explains Why a Single Medium or Set of Media is Appropriate. Flow Chart Scheduling & Budgeting Flow Chart Scheduling & Budgeting Media Buyers Convert Objectives and Select, Negotiate Contract for Media Space. Media Objectives & Opportunities Media Objectives & Opportunities Goal or Task that Media Can Accomplish Based on Opportunities.

Reach Number of Different People Exposed to the MessageReach Frequency Degree of Exposure RepetitionFrequency Cost Per Thousand Cost Per Thousand Efficiency of Selected Vehicles Factors to Consider When Selecting Advertising Media Factors to Consider When Selecting Advertising Media Media Selection Procedures

Gross Impressions (Audiences of All Media Vehicles Used in a Time Spot) Gross Impressions (Audiences of All Media Vehicles Used in a Time Spot) Impressions (Measure of the Size & Demography of the Audience) Impressions (Measure of the Size & Demography of the Audience) Gross Value (Number of People Viewing) Gross Value (Number of People Viewing) Gross Rating Point (Divide the Total Number of Impressions by Size of Target Population and Multiply by 100. Gross Rating Point (Divide the Total Number of Impressions by Size of Target Population and Multiply by 100. Rating Point (Degree of campaign exposure) How Do You Measure Your Audience in Media Planning?

Rating Point vs. Gross Rating Points A Rating Point One percent of the potential audience. For example, if 20 percent of all targeted televisions are tuned to a show e.g. football match that contains your commercial, you have 25 Rating Points. Size of a radio station or television channel audience, expressed as a percentage of the all potential audience. Gross Rating Point In advertising, a Gross rating point (GRP) is a measure of the size of an advertising campaign by a specific medium or schedule. It does not measure the size of the audience reached.

Reach % of the Target Population Exposed At Least Once to the Advertising Message During a Specific Time Frame.Reach % of the Target Population Exposed At Least Once to the Advertising Message During a Specific Time Frame. Frequency Number of Times the Target Population Is Exposed to the Advertising Message During a Specific Time Frame. Methods Include: Average Frequency Frequency DistributionFrequency Number of Times the Target Population Is Exposed to the Advertising Message During a Specific Time Frame. Methods Include: Average Frequency Frequency Distribution Reach, Frequency and Media Planning

Six Major Functions of a Media Buyer

Key media concepts and terminology Reach: The number or percentage of different people exposed at least once to an advertising message over a given time period. Effective Reach: The number of persons within your target market, who are exposed to the advertiser’s message sufficient times to ensure meaningful or lasting retention of that message. Duplication: The degree of overlap between consumers of specific media and refers to the behaviour among consumers to consume more than one media type and vehicle within that media type. Duplicated Reach: Where the same medium/publication is likely to reach readers more than 1 time. Unduplicated Reach: Where a medium/publication is most likely only reaching its readers once.

Frequency: The average number of times a person in the target market has been exposed to a particular message. Effective Frequency: Percentage of target market reached at the deemed effective frequency to elicit a response. Impact: The recognition, understanding and influence of an execution and audience response to the advertising message. Cost per thousand: The cost of reaching 1000 people in the given medium. Cost per point: The cost of reaching 1% of the target market. Index: A percentage expressed in relation to a norm of 100. Above 100 means a higher affinity or likelihood Below 100 lower affinity or likelihood. It is an efficiency indicator, which shows the weight of a specific target audience compared to the total population in case of a specific programme/medium. KEY MEDIA CONCEPTS AND TERMINOLOGY

Print (Press) Terminology Readership: Total number of individuals who read a newspaper/magazine. Circulation: Number of copies of a newspaper/magazine sold or distributed during an issue period. (Usually refers to sold distribution) Readers per copy (RPC): The average issue readership of a publication divided by its circulation. For example: Glamour’s readership is and Circulation Therefore there are 7 Readers per copy (= /79600) Print Order / Print Run: The actual physical number of copies printed. Not to be confused with circulation. Distribution: The physical delivery of publications, as well as the number of publications dispersed. Per single Column Centimetre (PSCC): The currency for buying newspaper space. = Advertisement Height (cm) X Number of Columns Loading: A premium added to the normal advertising rate to either secure a special position or to recognize a high demand period.

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