Chc Ad Media 2

7/27/2019 Chc Ad Media 2

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AdvertisingChestnut Hill College


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Media PlanningAdvertisingChestnut Hill College

Media planning is the strategic execution of anadvertising campaign

Media planning is the purchasing and planning ofbroadcast time or advertising frequency in the variousmedia

Media Planning is not limited to advertising


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The Aperture ConceptAdvertising is most effective when it reaches the rightpeople at the right time with the right message

In Photography, aperture is the size of the hole used tomake the image. The Aperture Concept uses this as a

metaphor for when the receiver is open.

Research on the audience, the brand advertised and themedia helps tighten the aperture and ensure that the

media plan has maximized the efforts of the agency or

advertiser.


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Media PlanThe written document that states the objectives,

strategies and tactics used in an advertising or IMC planThe general goal of a m.p. is to find the most effective

way to deliver the message at every important contact

point.

Contact point is the where the consumer has a chanceto make contact with the brand and respond to the

message.


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Evaluation

Media Planning

Marketing Communication Plan & Strategies

Direct Marketing Plan Other/MiscMarketing PR PlanSales & Promotion PlanAdvertising Plan

Message Planning

Target&Media Research

Scheduling & Budgeting

Media Mix Selection

Media Objectives

Media Buying

Media Tactics

Monitoring


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Media ResearchMedia decisions are a critical part of advertising The

hub of the wheel, as your book states

Media research is very important to media planningThere are many sources of information that are part of

this research: Clients: Target Markets/Demos, previous experience, budget and

geographics

Market Research: Outside companies that maintain a wealth of dataon demographics and use, among other information

Competitive Advertising: Important to know what your competitorsare doing, both so you dont drown each other out and to not re-

invent the wheel

Media Information: Via Media Sheets, Press Kits and the like Consumer Information: Outside research groups.


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Media Objectives Exposure

Impressions = (Viewers of a show) X (Times Run) Impressions is the amount of times the advertisement

has a chance of being seen

Impressions can get to be a huge number, sometimesGRP Gross Rating Points is used.

Remember, 1 rating point is about 1 millionExposure in one area may not be as effective as another


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Reach ObjectiveDifferent orunduplicated audiences are those that

have at least on chance of being exposed to your

message.Reach is the % of the mediums audience that sees the

message at least once.

To be reached a person/household has to have theopportunity to see the message. The right situation mustexist.. The aperture should have been open.

More frequent runs increases impressions, but onlyincreases the CHANCE of a larger reach.


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Frequency Objective Reach is based on a single exposure. Frequency is the amount of

times exposed. Two ways to calculate average frequency and

frequency distribution.

Average Frequency Frequency = GRP/Reach Estimate Frequency = Gross Impressions / Unduplicated Impressions Est Can give a distorted idea of a plans potential performance

Frequency Distribution More revealing & valuable Breaks down exposure by insertion, can show dificiencies


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Effective FrequencyThere are many factors - clutter, noise, faulty research,

surprises that can effect

You need to hit a certain level of impressions or reachbefore the audience has been effectively exposed

Effective Reach alternate term

No Magic Bullet


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StrategiesUsing Media Strategy, planners try to determine the most

cost-effective media mix to reach the media objectives of

the plan

Your Book: 3 4 exposures per customer before themessage sinks in

Your Professor: 7 or more exposures In todays world, There is a lot of noise and with the younger,

maturing demographics, more skepticism.

Some messages inherently need more exposure thanothers

Simple concepts like a sale on soda vs. Complex concepts like Tivo Well established brands like Sony vs. new brands like LG


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Target Audience Strategies Its important to effectively match your message to your

audience AND the medium

Going after a medium with a wide audience (EveningNews Programs) may waste some of your message

Going after a medium with a tight audience (Viewers ofMasterpiece Theater) may not hit enough of your target

audience.

Theres no way to reach your exact audience


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Media Mix The media mix is the combination of the various media used to

deliver a message.

Mixing the media gives a better chance of hitting your targetdemo and establishes a good foundation for a campaign

Different media have different strengths mixing the media addsstrength to the campaign

A synergy is created when media is mixed Increases image transfer where the image is held in the mind


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Media WeighingSometimes you need to advertise to two different

audiences

Case - Origivation: Readers and Advertisers What % of advertising should be aimed at getting readers What % of advertising should be aimed at getting advertisers


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Computer Optimization ModelingSoftware that helps create situations/simulations to

estimate sales


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Cost EfficiencyThe bottom line how much will it costJust because a medium is cheap, doesnt mean its cost

effectiveCPM/Cost per Thousand: How much to expose 1,000

audience members

CPP/Cost per Point: Cost per point in audience ratingSo how much is your audience worth.


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Documents

Chc Ad Media 2