Media Planning and Analysis

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Media Planning and Analysis

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The Media-Planning Process

• Media planning
• Involves the process of designing a
• scheduling plan that shows how
• advertising time and space will
• contribute to the achievement of
• marketing objectives

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The Media-Planning Process
1. Selecting the target audience
2. Specifying media objectives
4. Buying media
3. Selecting media categories and vehicles
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Selecting the Target Audience

• Four major factors

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Specifying Media Objectives
Reach
Frequency
Weight
Continuity
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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Factors determining the Reach

• 1.
• 2.
• 3.

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Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost
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Frequency

• Average number of times
• an advertisement reaches
• the target audience in a
• four-week period

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Frequency
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Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost
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Weight

• Gross rating points, or GRPs, are
• an indicator of the amount of gross
• weight that a particular advertising
• schedule is capable of delivering
• GRPs

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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 audience
  presumed to be exposed to a single occurrence of
  an advertising vehicle in which the advertisers
  brand is advertised

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The Concept of ERPs

• Do not worry about this

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How Many Exposures are Needed?

• Three-Exposure Hypothesis
• The minimum number of exposures
• needed for advertising to be effective
• is three

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How Many Exposures are Needed?

• Three-Exposure Hypothesis
• 2.
• 3.

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How Many Exposures are Needed?

• The Efficiency-Index Procedure
• Do not worry about this.

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Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost
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Continuity

• How advertising is allocated during
• the course of an advertising
• campaign How should the media
• budget be distributed?

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Continuity

• Continuous schedule
• Pulsing
• Flighting
• Recency principle (shelf-Space model of
  advertising)

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Continuous, Pulsing, and Flighting Schedules
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Recency/Shelf-Space Model
(1) Consumers first exposure to an
advertisement is the most powerful (2) Advg
main role influence brand choice (3)Achieving a
high level of weekly reach for a brand should be
emphasized over acquiring heavy frequency
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Specifying Media Objectives
Reach
Frequency
Weight
Continuity
Cost
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Cost Considerations

• CPM
• Cost of ad/ number of total contacts (in 1000s).
  Or Cost/ ratings
• CPM-TM
• Denominator is target market contacts

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Cost Considerations

• CPM
• Use with caution!
• Comparing across vehicle
• Efficiency is not effectiveness