media planning process project

8/8/2019 Media Planning Process Project

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2007 Thomson South-Western

Planning for and

Analyzing AdvertisingMedia

Chapter Thirteen


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Chapter Thirteen Objectives

Describe the major factors used in

segmenting target audiences for media

planning purposes.

Explain the meaning of reach, frequency,

gross rating points, target rating points,

effective reach, and other media concepts.

Discuss the logic of the three-exposurehypothesis and its role in media and

vehicle selection.


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Describe the use of the efficiency-index

procedure for media selection.

Distinguish the differences among three

forms of advertising allocation: continuous,

pulsed, and flighted schedules.

Explain the principle of recency, or shelf-

space model, and implications for allocatingadvertising expenditures over time.


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Perform cost-per-thousand calculations.

Interpret the output from computerizedmedia models.

Review actual media plans.


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Media Versus Vehicles

Media are the general communication methods

that carry advertising messagestelevision,

magazines, newspapers, and so on.

Vehicles are the specific broadcast programs or

print choices in which advertisements are placed.

For example, television is the media, andAmerican Idolis the vehicle.

Each medium and vehicle has a unique set of

characteristics and virtues.


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Messages and Media: A Hand-In-

Glove Reaction

Advertisers are placing more emphasis

than ever on media planning. The choice of media and vehicles can be

the most complicated of marcom

decisions.


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The Media-Planning Process

Media planning

The design of a strategy that shows how

investments in advertising time and space

will contribute to the achievement of

marketing objectives.


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Model of the Media Planning Process

Advertising Strategy

Advertising

Objectives

Advertising

Budget

Message

StrategyMedia

Strategy

Media Strategy

Target AudienceSelection

Objective Specification

Media and Vehicle

Media Buying

Marketing

Strategy


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Selecting the Target Audience

Four major factors

(1) Buyographics

(4) Lifestyle/psychographics

(2) Geographic

(3) Demographic


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Specifying Media Objectives

1. What proportion of the population should be

reached with advertising message during

specified period (reach)

2. How frequently should audience be exposed to

message during this period (frequency)

3. How much total advertising is needed toaccomplish reach and frequency objectives

(weight)


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Specifying Media Objectives

4. How should the advertising budget be allocated

over time (continuity)

5. How close to the time of purchase should thetarget audience be exposed to the advertising

message (recency)

6. What is the most economically justifiable way toaccomplish objectives (cost)


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Reach

Percentage of target audience that is

exposed to an advertisement, at least

once, during a certain time frame

(usually four weeks)


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Frequency

Average number of times, on

average, during the media-

planning period that members of

the target audience are exposed

to the media vehicles that carry a

brands advertising message.


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Weight

How much advertising volume is required toaccomplish advertising objectives

Three weight metrics:

Gross ratings

Target ratings

Effective ratings


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What Are Ratings?

Ratings, in an advertising sense, simply

mean the percentage of an audience

that has an opportunity to see anadvertisement placed in a particular

vehicle.


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Weight: Gross Rating Points

Gross rating points, or GRPs, are

an indicator of the amount of gross

weight that a particular advertising

schedule is capable of delivering

GRPs=Reach(R) X Frequency(F)


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Determining GRPs in Practice

GRPs are the sum of all vehicle ratings in

a media schedule

Rating: proportion of the target audiencepresumed to be exposed to a single

occurrence of an advertising vehicle in

which the advertisers brand is advertised


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Weight: Target Rating Points

(TRPs)

Adjust a vehicles rating to reflectjust those individuals who match

the advertisers target audience


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The Concept of Effective Reach

How often does the target audience have

an opportunity to be exposed?

Effective reach is based on the idea that

an advertising schedule is effective only if

it does not reach members of target

audience too few or too many times


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Effective Reach in Advertising Practice

3-10 exposures during a media-

planning period (typically 4 weeks)

Using multiple media

Subjective factors must be considered


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An Alternative: Frequency Value

Planning

The objective is to select the media

schedule that generates the most

exposure value per GRP.


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Continuity

How advertising is allocated during the course ofan advertising campaign: how should themedia budget be distributed?

Continuous advertising schedule: an equalnumber of ad dollars are invested throughoutthe campaign

Pulsing: some advertising is used during everyperiod of the campaign, but the amount of

advertising varies from period to period.Flighting: the advertiser varies expendituresthroughout the campaign and allocates zeroexpenditures in some months.


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Recency Planning (a.k.a. The

Shelf-Space Model)

(1)Consumers first exposure to an

advertisement is the most powerful

(2)Advertisings primary role is to influence

brand choice

(2) Achieving a high level of weekly reach for

a brand should be emphasized over

acquiring heavy frequency


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Optimizing Weekly Reach

Advertising teaches consumers

Influence brand selection

Messages are most effective when close to

purchase time

Cost-effectiveness of first exposure is greater

than subsequent

Allocate budget to reach consumers often

Reach target audience continuously rather

than sporadically


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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)


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Tradeoffs

Tradeoff must be made because media

planners operate under the constraint of afixed advertising budget


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Media Planning Software

1. User develops a media database

2. User selects criterion for scheduleoptimization

3. User specifies constraints

4. User seeks out the optimum mediaschedule

media planning process project

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