1. Advertising Planning
Week 3
Lecture 2

2. Advertising Strategy Marketing Strategy Advertising Objectives
Advertising Budget
Message/ Creative Strategy
Media Strategy
Target Audience Selection
Objective Specification
Media Selection
Media Buying

3. Media Selection Cost Message objectives Creative decisions
Production + Space
Time constraints
Media availability
Legal constraints
Message objectives
Creative decisions
Overall objectives
Audience considerations

4. Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Recency
Cost effectiveness

5. Specifying Media Objectives Frequency
How many times does your target need to see your message / advertisement?
OTS Opportunities to See
Repetition helps learning…

6. Specifying Media Objectives Reach
How many in the target audience are you going to contact = reach
Difficult and costly to reach everyone!

7. Specifying Media Objectives Frequency Aspects
How many times does the target need to see the message?
AIDA
DRIP
Behaviour change
Previous experience
Budget
S O V

8. Specifying Media Objectives Weight
Ratings points
Gross ratings points
Target ratings points
Effective ratings points

9. Specifying Media Objectives Continuity
The shape of the campaign – allocation across the campaign
Continuous Schedule
Pulsing
Flighting
Build up
Depends on market/product factors

10. Specifying Media Objectives Recency
Impact of the first exposure
Influencing brand choice
Maximising weekly reach
Rapid purchase
NOW
New Film
Event – Chinese New Year

11. Cost Per Media
Cost per thousand
See relative costs

12. Media – Costs
Value
Television
Radio
Magazines
Newspaper
Web based