1. Chapter 16
Media Planning
Peggy Simcic Brønn

2. Media Planning Concepts (quantitative)
Reach and coverage
reach -- % of target audience who are exposed to message (always lower than coverage)
coverage -- size of a potential audience that might be exposed to message
Frequency -- number of times audience exposed
OTS -- opportunity to see
Gross rating point = (reach x frequency)
total number of exposures
Peggy Simcic Brønn

3. Media Source Effects (qualitative)
Vehicle atmosphere
editorial tone, vehicle expertise, prestige
Technical and reproduction characteristics
technical factors, exposure opportunities, perception opportunities
Audience and product characteristics
audience/vehicle fit, nature of the product
Peggy Simcic Brønn

4. Scheduling Issues Timing of placements Continuity patterns
Flighting patterns
Pulsing patterns
Peggy Simcic Brønn

5. The Two Stages of the Media Planning Process
Stage 1: Creating a Strategy
Assess the Situation
Set Media Objectives
Design Media Strategy
Stage 2: Choosing Tactics
Evaluate Media
Determine the Media Budget
Select Media

6. Determining the Optimum Number of Exposures
Approach Description Associates Say
Linear
Each exposure is as powerful as the previous one
The more frequency, the better
Decreasing Returns
First exposure is most powerful; all others are less and less effective
Low frequency is better
Learning Curve
Successive exposures are increasingly more powerful after some point, exposures have little power
Search for optimum frequency

7. Designing Media Strategy
1.) Describe the Target Audience
2.) Determine Dispersion Requirements
3.) Determine Concentration Requirements
4.) Identify Inherent Qualities of Required Media
5.) Analyze Implications of Message Content

8. Determine the Media Budget
Stage 2: Choosing Tactics
Evaluate Media
Determine the Media Budget
Select Media

9. BUDGET
Sales potential
Objectives
Affordability
16.8