2. Class Objectives Describe how a media plan helps accomplish objectives Calculate gross rating points and cost per thousand Define reach and frequency and discuss effective frequency Discuss how reach, frequency and continuity are related
3. What is Media Planning? The purpose of media planning is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. Photo c/o bbc.co.uk
4. Decisions and Issues Where? Whichmedia? Whattime ofyear? Howoften? How tointegrate? Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign in 2003. The ads were aimed at young, high-income, design-conscious, adventure seekers. Television ad: http://www.youtube.com/watch?v=vfC-HGEwuO4 Print ads c/o autospies.com and adverbox.com. Video ad c/o YouTube.
5. Challenges of Media Planning More competitors Rising costs Media complexity Greater audience fragmentation More media options
7. Marketing Plan AdvertisingPlan Determine media strategy Select media classes Select media within classes Media use decisions Broadcast Print Other media Media within the Marketing Framework Situation Analysis Set media objectives
8. Setting Media Objectives Audience Objectives define the types of people the advertiser wants to reach. Planners select the appropriate media vehicles to reach those targets. Distribution Objectives define where, when and how often advertising should appear. They do so using metrics like message weight, reach, frequency and continuity.
14. Rating: the percentage of people exposed to an advertising medium. One rating point = 1% of the desired population.
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16. Adimpressions Grossimpressions Gross ratingpoints(GRPs) Defining Media Objectives Message-Distribution Objectives AudienceSize MessageWeight AudienceAccumulation& Reach ExposureFrequency Continuity Frequency measures the intensity of a schedule based on repeated exposures to the vehicle or program. It is the average number of times people are exposed to a vehicle in a period of time. Average frequency = Total exposures audience reach
17. Adimpressions Grossimpressions Gross ratingpoints(GRPs) Defining Media Objectives Message-Distribution Objectives AudienceSize MessageWeight AudienceAccumulation& Reach ExposureFrequency Continuity Continuity is the duration of an advertising message or campaign over a given period of time. For example, a company might introduce a new product with 4 weeks of heavy advertising on the radio. They then might maintain continuity for 16 weeks on fewer stations.
18. Optimizing Reach, Frequency & Continuity Reach, frequency and continuity have an inverse relationship. This advertiser can reach 6,000 people once, 3,000 people 5.75 times or 1,000 people 9 times for the same budget. To achieve continuity, the advertiser may have to sacrifice reach and/or frequency.
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20. Ad response curve Optimizing Reach, Frequency & Continuity EffectiveReach EffectiveFrequency Effective reach: % of the audience who receive enough exposures to notice the message. Effective frequency: the average number of times someone must see or hear a message for it to be effective. Thresholds for awareness and overexposure.
21. Developing a Media Strategy: The Media Mix The 5 Ms Media Markets Mechanics Methodology Money Selecting & scheduling media to get the desired message weight, reach, frequency & continuity. The various targets of a media plan – the audiences How much to budget and where to allocate it All communi-cation vehicles available to a marketer, anything you can put your name on The details of buying each medium: air time, ad sizes, rates, production costs, etc.
