media strategy and planning. forces impacting on the media planning process demand for greater media...
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Media strategy and planning
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Forces impacting on the media planning
process• demand for greater media
accountability• growing popularity of digital and
cable television• growth in the range of available
media options• globalisation and the trend towards
standardised advertising campaigns
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Key terminology•media vehicle – a specific programme, magazine or newspaper
•reach – total number of people in a target audience who are exposed to a media vehicle at least once during a specific time period
•frequency – number of times that a member of the target audience is exposed to a media vehicle during a specific time period
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•opportunity to see (OTS)/opportunity to hear (OTH) – sometimes used instead of frequency
•gross rating points (GRPs) – reach multiplied by frequency
e.g. if a television programme is seen at least once by 40% of the target audience and is broadcast 15 times in a certain period, GRP is:
40 (reach) x 15 (frequency) = 600•GRPs do not measure effectiveness
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•effective reach – number of people in the target audience who become aware of an ad within a specific time period
•effective frequency – number of times a member of the target audience needs to be exposed to an ad within specific time period in order to be effective
•duplicated reach – when the same person is exposed, more than once, to an ad carried in a range of media vehicles
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The media planning process
Stage 2Selection of general
media
Stage 3Selection of specific
media
Stage 4The media plan and
schedule
Stage 1The media brief and
budget
The advertising brief
TV? Radio? Press?Magazines? Outdoor?
Friends? Ian Dempsey’sBig Breakfast? Evening
Herald? U?
What day? What time?What month? How often?
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Stage one – analysis and media brief
• Advertising brief forms the basis of the media brief. Used by media planner to carry out a full analysis of the factors that are most likely to influence media decisions:
the target audiencethe marketing and advertising objectivesthe productpurchasing habits, including the purchasing cycle available budgetcompetitorsthe marketing environment – economic, social, cultural and
legislative considerations
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• Media objectives are set:– criteria against which general and specific
media options can be evaluated– measures against which the success or
otherwise of the actual media used can be measured
– specific
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Stage two – selection of general media
• Media planner selects the general media through which the advertiser's message is most likely to be transmitted successfully
• Factors to be considered:media habits of the target audience –nature of product or service the characteristics of the media options
and their ability to help meet objectivesthe cost of the various media
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Stage three – selection of media vehicles
• Detailed knowledge of the target audience is necessary
• Their habits regarding specific media must be explored
• The following are also taken into account cost – absolute and per thousand circulation (for printed media) coverage (for broadcast media) JNLR, JNRR and Nielsen geographic coverage reputation and credibility of the vehicle ability to do justice to the creative approach
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Stage four – the media schedule
• Media schedule – establishes exactly when and how often an ad should be placed in the specific media
• Media planner must take the following into consideration when compiling the media schedule:
the number of opportunities to see or hear, that are created by the media schedule
the profile of the audience that is exposed to the advertisements
whether or not one media vehicle generates more impact than another
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Low frequency High frequency
Marketing factors
Large market share
Strong brand loyalty
New brand
Short purchase cycle
Long purchase cycle
Non-durable products
Large number of competitors
Target audience with good
retention
Message/creative factors
Complex message
Simple message
Unique message
New campaign
Existing campaign
Image advertising
Selling advertising
Single message ad
Multi-message ad
Media factors
High clutter
Compatible editorial
environment
Good attention holding
properties
Adapted from Belch, George, E. and Belch, M.
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Scheduling
FlightingJa
n
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Scheduling
PulsingJa
n
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Intense periods of activity
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Scheduling
ContinuousJa
n
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