Chapter NineMedia Planning , Selection and

Scheduling

By :Pranip Bajracharya

Media researchAnalyzing target audiences and media options

Media planningProcess of developing a good media plan

Media buyingExecution of a media plan

Media researchAnalyzing target audiences and media options

Media planningProcess of developing a good media plan

The Basics

Media planning

• Media-Transmission device for delivering the ad message to target audience

• A process for determining the most cost-effective mix of media for achieving a set of media objectives

• a plan of action to communicate a message to the right people, at the right time, and the right frequency– The goal of a media plan is to be efficient: to gain

maximum exposure at minimum cost

PlanningSteps

Step 1: Media targeting

Step 2: Determining media objectives

Step 3: Determining media strategies

Step 4: Allocate Budget for Media

Step 1: Media targeting

Step 2: Determining media objectives

Step 3: Determining media strategies

What Are The Media Planning Steps?

Step 5: Determining media Scheduling

Reach/Frequency/ Continuity

ContinuityThe length of time required to generate impact on a target

Reach

Total audience exposed to a message one or more times in a period, usually a week

Gross Rating PointsCalculated by multiplying reach and frequency

Frequency

The average number of times a message has been exposed to an audience over a period of time

Reach:– The percentage of an– audience that has had the– opportunity to be exposed to a– media vehicle within a specified – period of time

Ideal goal: 100% reach

Frequency:

• The average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time period•Frequency to be effective: 3-10 exposures• Varies widely by brand

Gross Rating Points (GRPs):

• The combined measure of reach and frequency indicating the weight of a media plan •The more GRPs, the more “weight” a plan has

Gross Rating Points (GRPs) = Reach x Frequency

Spot run Home A

Home B

Home C

Home D

Total Exposures

1st time X X 22nd time X X 23rd time X 14th time X X X 3Total Exp. 2 0 3 3 8

•Four television homes = universe•Three homes or 75% of universe receive message. That’s a rating of 75.•In total, the message had 8 exposures8 exposures divided by number of homes hit = exposures. 8_exposures = 2.67 average exposures 3 homesReach times frequency equals gross ratings points:75 rating (3 homes hit in universe of 4) times 2.67 exposures = 200.25 gross rating points.

Television :Advantages and Disadvantages

5-11

Radio Advantages and Disadvantages

Newspaper Advantages and Disadvantages

Magazine Advantages and Disadvantages

Outdoor Advantages and Disadvantages

Factors Affecting Media Choice

• Ad Objective• Nature of Product• Type of Customer• Nature of Ad Message• Coverage of Media• Impact of Media• Cost of Media• Competitor’s choice

Media scheduling

• Concerned with buying time and space• Shows number, size and timing of ads• Methods are– Continuity – Concentration– Flighting– Pulsing

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