Media Strategy 14

The Media-Planning Process Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives 2

The Media-Planning Process 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media 3

Selecting the Target Audience Four major factors (1) Geographic (2) Demographic (3) Product usage (4) Lifestyle/psychographics 4

Specifying Media Objectives Reach Frequency Weight Continuity Cost 5

Reach 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 Reach More people are reached when a media schedule uses multiple media The number and diversity of media vehicles used By diversifying the day parts 7

Specifying Media Objectives Reach Frequency Weight Continuity Cost 8

Frequency Average number of times an advertisement reaches the target audience in a four-week period 9

Frequency 10 Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Week A B C D E F G H I J Total Exposures 1 2 3 4 Exposure 2 4 0 3 2 1 3 1 2 2 5 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% C 1 20 90 F,H 2 40 70 A,E,I,J 3 20 30 D,G 4 10 10 B Frequency Distribution (F) Percentage F Percentage F+ Audience Members 10

Specifying Media Objectives Reach Frequency Weight Continuity Cost 11

Weight 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) 12

Determining 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 ERPs Do not worry about this 14

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? The Efficiency-Index Procedure Do not worry about this. 16

Specifying Media Objectives Reach Frequency Weight Continuity Cost 17

Continuity How advertising is allocated during the course of an advertising campaign : how should the media budget be distributed? 18

Continuity Continuous schedule Pulsing Flighting Shelf-Space model of advertising 19

Continuous, Pulsing, and Flighting Schedules 200 400 600 J F M A S O N D Continuous Pulsing Flighting Advertising Schedules Ad $ (in thousands) (months) 20

Shelf-Space Model of Advertising (1) Consumers’ first exposure to an advertisement is the most powerful (2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 21

Specifying Media Objectives Reach Frequency Weight Continuity Cost 22

1-800-COLLECT Media Strategy 1-800-Collect media strategy guide 23