1. Media Planning and Analysis 15

2. 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

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

4. Selecting the Target Audience Four major factors 4

5. Reach Cost Specifying Media Objectives Continuity Weight Frequency 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 1. 2. 3. 7

8. Reach Frequency Cost Specifying Media Objectives Continuity Weight 8

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

10. Frequency Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Week A B C D E F G H I J Total Exposures 12341234 Total Exposure 2 4 0 3 2 1 3 1 2 2 55555555 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

11. Weight Cost Specifying Media Objectives Continuity Frequency Reach 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= 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? Three-Exposure Hypothesis 1. 2. 3. 15

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

18. Continuity Cost Specifying Media Objectives Weight Frequency Reach 17

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

20. Continuity Continuous schedule Pulsing Flighting Recency principle (shelf-Space model of advertising) 19

21. Continuous, Pulsing, and Flighting Schedules 0 200 400 600 JFMAMJJASOND ContinuousPulsing Flighting Advertising Schedules Ad $ (in thousands) (months) 20

22. 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

23. Cost Specifying Media Objectives Continuity Weight Frequency Reach 22

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

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