23. The Media-Planning Process 4. Buying media 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles
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43. Efficiency Index Procedure Exposure Value Exposure Distribution Total Exposure Value Index of Exposure Efficiency
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47. Continuous, Pulsing, and Flighting Schedules 0 200 400 600 J F M A M J J A S O N D Continuous Pulsing Flighting Advertising Schedules Ad $ (in thousands) (months)
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52. Cost considerations Cost per Thousand (CPM) Target Market (TM) CPM= Cost of ad # of contacts (expressed in thousands) CPM-TM= Cost of ad # of TM contacts (expressed in thousands)