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Media Planning and Analysis
13
The Media-Planning ProcessThe Media-Planning Process
Media planning
2
4. Buying media
The Media-Planning ProcessThe Media-Planning Process
1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and
vehicles3
Selecting the Target AudienceSelecting the Target Audience
Four major factors
(1) Geographic
(4) Lifestyle/psychographics
(2) Demographic
(3) Product usage (buyographics)
4
Reach
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Weight
Frequency
5
ReachReach
6
Factors determining the ReachFactors determining the Reach
7
Reach
Frequency
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Weight
8
FrequencyFrequency
9
FrequencyFrequency
Dodge Rambler Advertised in Rolling Stone MagazineTarget-Audience Member
Week A B C D E F G H I JTotalExposures
1234
Total Exposure 2 4 0 3 2 1 3 1 2 2
5555
x x x x x x x x x x x x x x x x x x x x
Summary Statistics
0 10% 100% C1 20 90 F,H2 40 70 A,E,I,J3 20 30 D,G4 10 10 B
Frequency Distribution (F) Percentage F Percentage F+ Audience Members
10
Weight
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Frequency
Reach
11
WeightWeight
Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering
GRPs=
12
Determining GRPs in PracticeDetermining GRPs in Practice
• GRPs are the sum of all vehicle ratings in a media schedule
• Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised
13
The Concept of ERPsThe Concept of ERPs
• Do not worry about this
14
How Many Exposures are Needed?How Many Exposures are Needed?
Three-Exposure Hypothesis
The minimum number of exposures
needed for advertising to be effective
is three
15
How Many Exposures are Needed?How Many Exposures are Needed?
Three-Exposure Hypothesis
1.
2.
3.
15
How Many Exposures are Needed?How Many Exposures are Needed?
The Efficiency-Index Procedure
Do not worry about this.
16
Continuity
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Weight
Frequency
Reach
17
ContinuityContinuity
18
ContinuityContinuity
• Continuous schedule
• Pulsing
• Flighting
• Recency principle (shelf-space model of advertising)
19
Continuous, Pulsing, and Flighting Continuous, Pulsing, and Flighting SchedulesSchedules
0
200
400
600
J F M A M J J A S O N D
Continuous Pulsing Flighting
Advertising Schedules
Ad
$ (
in t
ho
usa
nd
s)
(months)
20
Recency/Shelf-Space ModelRecency/Shelf-Space Model
(1) Consumers’ first exposure to an advertisement is the most powerful
(2) Adv’g main role: influence brand choice
(3)Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 21
Cost
Specifying Media ObjectivesSpecifying Media Objectives
Continuity
Weight
Frequency
Reach
22
Cost ConsiderationsCost Considerations
• CPM– Cost of ad/ number of total contacts (in
1000s). Or: Cost/ ratings
• CPM-TM– Denominator is # target market contacts
Cost ConsiderationsCost Considerations
• CPM– – –