Media Strategy 14. The Media-Planning Process Media planning Involves the process of designing a...

Media Strategy

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The Media-Planning ProcessThe 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 objectives2

4. Buying media

The Media-Planning ProcessThe Media-Planning Process

1. Selecting the target audience

2. Specifying media objectives

3. Selecting media categories and

vehicles3

Selecting the Target AudienceSelecting the Target Audience

Four major factors

(1) Geographic

(4) Lifestyle/psychographics

(2) Demographic

(3) Product usage

4

Reach

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Weight

Frequency

5

ReachReach

Percentage of target audience that is

exposed to an advertisement at least

once during a certain time frame

(usually four weeks)

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Factors determining the ReachFactors 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

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Reach

Frequency

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Weight

8

FrequencyFrequency

Average number of times

an advertisement reaches

the target audience in a

four-week period

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FrequencyFrequency

Dodge Rambler Advertised in Rolling Stone MagazineTarget-Audience Member

Week A B C D E F G H I JTotalExposures

1234

Total Exposure 2 4 0 3 2 1 3 1 2 2

5555

x x x x x x x x x x x x x x x x x x x x

Summary Statistics

0 10% 100% C1 20 90 F,H2 40 70 A,E,I,J3 20 30 D,G4 10 10 B

Frequency Distribution (F) Percentage F Percentage F+ Audience Members

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Weight

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Frequency

Reach

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WeightWeight

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)

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Determining GRPs in PracticeDetermining 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

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The Concept of ERPsThe Concept of ERPs

• Do not worry about this

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How Many Exposures are Needed?How Many Exposures are Needed?

Three-Exposure Hypothesis

The minimum number of exposures

needed for advertising to be effective

is three

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How Many Exposures are Needed?How Many Exposures are Needed?

The Efficiency-Index Procedure

Do not worry about this.

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Continuity

Cost

Specifying Media ObjectivesSpecifying Media Objectives

Weight

Frequency

Reach

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ContinuityContinuity

How advertising is allocated during

the course of an advertising

campaign : how should the media

budget be distributed?

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ContinuityContinuity

• Continuous schedule

• Pulsing

• Flighting

• Shelf-Space model of advertising

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Continuous, Pulsing, and Flighting Continuous, Pulsing, and Flighting SchedulesSchedules

0

200

400

600

J F M A M J J A S O N D

Continuous Pulsing Flighting

Advertising Schedules

Ad

$ (

in t

ho

usa

nd

s)

(months)

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Shelf-Space Model of AdvertisingShelf-Space Model of Advertising

Shelf-space model

(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

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Cost

Specifying Media ObjectivesSpecifying Media Objectives

Continuity

Weight

Frequency

Reach

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1-800-COLLECT Media Strategy1-800-COLLECT Media Strategy

• 1-800-Collect media strategy guide

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