Media Planning and Analysis 15

The 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 objectives 2

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

Selecting the Target Audience Four major factors 4

Reach Cost Specifying Media Objectives Continuity Weight Frequency 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

Reach Frequency Cost Specifying Media Objectives Continuity Weight 8

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

Frequency Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Week A B C D E F G H I J Total Exposures Total Exposure x x x x x Summary Statistics 0 10% 100% C F,H A,E,I,J D,G B Frequency Distribution (F) Percentage F Percentage F+ Audience Members 10

Weight Cost Specifying Media Objectives Continuity Frequency Reach 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= 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? Three-Exposure Hypothesis

How Many Exposures are Needed? The Efficiency-Index Procedure Do not worry about this. 16

Continuity Cost Specifying Media Objectives Weight Frequency Reach 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 Recency principle (shelf-Space model of advertising) 19

Continuous, Pulsing, and Flighting Schedules JFMAMJJASOND ContinuousPulsing Flighting Advertising Schedules Ad $ (in thousands) (months) 20

Recency/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 Objectives Continuity Weight Frequency Reach 22

Cost Considerations CPM –Cost of ad/ number of total contacts (in 1000s). Or: Cost/ ratings CPM-TM –Denominator is # target market contacts

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