Upload
shubhmishra
View
227
Download
0
Embed Size (px)
Citation preview
8/2/2019 Ch. 14 asp
1/22
Media Selection in
Advertising
8/2/2019 Ch. 14 asp
2/22
A series of decisions involving thedelivery of messages to audiences
Goals to be attained by the mediastrategy and program
Decisions on how the media objectivescan be attained
The various categories of delivery
systems, including broadcast and printmedia
A series of decisions involving thedelivery of messages to audiences
Goals to be attained by the mediastrategy and program.
Decisions on how the media objectivescan be attained
The various categories of delivery
systems, including broadcast and printmedia
Media Terminology
MediaPlanningMediaObjectivesMediaStrategy
Media
8/2/2019 Ch. 14 asp
3/22
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Media Use DecisionPrint
Media Use DecisionBroadcast
Media Use DecisionOther Media
Selecting Media Within Class
Determining Media Strategy
Selecting Broad Media Classes
Developing the Media Plan
Setting Media Objectives
Setting Media Objectives
MarketingStrategy Plan
CreativeStrategy Plan
MarketingStrategy Plan
SituationAnalysis
CreativeStrategy Plan
SituationAnalysis
8/2/2019 Ch. 14 asp
4/22
Media Planning
Media Planning = Selection + Scheduling
1. Marketing Analysis (careful consideration of
target market(s))
2. Advertising Analysis (fundamental AdvertisingStrategy and Budget)
3. Media Strategy (Media to be used and creative
decisions)
4. Media Scheduling (What ads when and where)
5. Justification and summary (Metrics of success)
8/2/2019 Ch. 14 asp
5/22
F I G U R E 8 . 5
Developing Logical Combinations of
Media
8/2/2019 Ch. 14 asp
6/22
Factors Influencing Media
Planning Decisions Target Market Profile Looking at Brand/Product Dynamics
The Creative Execution Budget Considerations and Media Deals The Competitive Situation Availability and Timing Considerations
Cost Efficiency (CPM = Cost per thousand(CPM): cost of reaching 1,000 members of target
audience with media vehicle(s) or plan.)
8/2/2019 Ch. 14 asp
7/22
CPM Formula and Example
CPM =Cost
AudienceX 1,000
A-- :30 TV Commercial in Friends
Which is more cost efficient on a CPM basis?
CPM =$250,000
20,000,000
X 1,000 = $12.50
B-- :30 TV Commercial in Monday Night Football
CPM =$300,000
30,000,000X 1,000 = $10.00
8/2/2019 Ch. 14 asp
8/22
Media Selection
Media are evaluated based on selectivity.
There are two types of selectivity:
Class Selectivity is the ability of a medium to reach thetarget market without waste.
Geographic Selectivity is the ability of a medium to cover
a particular geographic area.
8/2/2019 Ch. 14 asp
9/22
Media Selection Factors
Advertising Objectives Reach
Frequency/OTS
Gross Rating Points = Reach X OTS
Cost per Thousand (CPM) = Cost/Total audience X1000
Cost per rating point (CPRP) = Cost of media/rating
Gross impressions audiences total exposure to acommunication
Continuity exposure schedule/pattern used in the
campaign
100marketainhouseholdsofnumbertotal
programatoturnedhouseholdofnumber
RatingX
8/2/2019 Ch. 14 asp
10/22
Selecting Media Television Radio
Transit
Billboard
Internet Magazines
Newspapers
Direct Mail
Alternate media
8/2/2019 Ch. 14 asp
11/22
Alternative Media
Leaflets, brochures, and carry-home menus
Ads on carry-home bags
Ads on clothing and caps
Ads on movie trailers (theater and rentals) Yellow pages
Ads sent by fax
Video replay and signage at sporting events
Ads on walls in airports, subways, etc.
8/2/2019 Ch. 14 asp
12/22
Media Scheduling
Reach(% of target audience with opportunity for
exposure to media vehicle(s) or media plan in a
given time frame)
+
Frequency
(average number of times target is likely to beexposed to the ad in a given time frame)
100%
8/2/2019 Ch. 14 asp
13/22
The Difference betweenReach and Frequency
8/2/2019 Ch. 14 asp
14/22
Media Scheduling (continued)
Reach
+
Frequency+
Continuity(how long the campaign runs
continuous vs. flighting vs. pulsation)
100%
8/2/2019 Ch. 14 asp
15/22
Three SchedulingMethods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
8/2/2019 Ch. 14 asp
16/22
Reach, Frequency, and ContinuityRelationships with a Fixed Budget
8/2/2019 Ch. 14 asp
17/22
Media Scheduling (continued)
Reach+
Frequency
+Continuity
+
Dominance/Impact(the attention-getting ability of the media
vehicle(s) selected to run the ad)
100%
8/2/2019 Ch. 14 asp
18/22
Clutter
Number of MediaUsed
RepeatExposures
Editorial
Environment
Scheduling -continuous vs.pulse/flight
AttentivenessAttentiveness
Number of MediaUsed
Editorial
Environment
Repeat Exposures(consumer-generated)
Clutter
Media Factors DeterminingFrequency
MediaFactors
8/2/2019 Ch. 14 asp
19/22
Market opportunities Market threats
Availability of mediaChanges in media ormedia vehicle
Availability of media
Market threatsMarket opportunities
Flexibility in Media PlanningStrategies
Flexibility
8/2/2019 Ch. 14 asp
20/22
Evaluating the Media: Key Terms
Rating point: the % of a given population group that uses aspecified media vehicle.
Share: Households/persons using television (HUT, PUT): % ofhomes or people watching TV at a given time.
Gross rating point (GRP): total number of ratings for differentmedia vehicles. ( Reach x Frequency)
Gross impression: translation of GRPs into people; number ofaudience exposures x number of times they will see or hearvehicles.
Cost per rating point (CPP): cost of buying one rating point in a
given media vehicle or type. Audience: number or % of homes or persons using a media vehicle. Coverage: Same as reach the % of homes or persons receiving
broadcast signal within specified area, or receiving specificmagazine or newspaper.
8/2/2019 Ch. 14 asp
21/22
Evaluating the Media: Key Terms,Continued
Circulation: Total number of copies of a
publication sold through various forms of
distribution.
Readers per copy: average number of people who
read each issue of publication.
8/2/2019 Ch. 14 asp
22/22
Evaluating the Media Plan
Follow up
Measuring the impact:
Test consumer awareness of campaign before, during,
and after.Sales data.
Compare actual reach/frequency figures to proposed
estimates.
Syndicated Media Research ServicesNielson, Arbitron, Simmons, Audit Bureau of
Circulation