1. Media Strategy 14

2. 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

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

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

5. Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost 5

6. Reach Percentage of target audience that is
exposed to an advertisement at least
once during a certain time frame
(usually four weeks) 6

7. 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

8. Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost 8

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

10. 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 5
x x x x x
x x x x x
x x x x x
x x x x x
Summary Statistics
% % C
F,H
A,E,I,J
D,G B
Frequency Distribution (F) Percentage F Percentage F+ Audience Members 10

11. Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost 11

12. 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

13. 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

14. The Concept of ERPs
Do not worry about this 14

15. How Many Exposures are Needed?
Three-Exposure Hypothesis
The minimum number of exposures
needed for advertising to be effective
is three 15

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

17. Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost 17

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

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

20. 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

21. 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

22. Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost 22

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