Media Planning

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Media Planning
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• Media planning is the process of determining how
  to use time and space to achieve marketing
  objectives.

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The Media Planning Process
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Sources of Information in Media Planning
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Setting Media Objectives
Whom to Advertise To
Which Geographic Areas to Cover
When to Advertise
What the Duration of the Campaign Should Be
The Basic Goals That Direct Media Strategy
Typically Focus on
What the Size or Length of the Ad Should Be

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Timing and Duration

• Timing depends on
• How often is product bought?
• Whether it is used more in some months than in
  others?
• Timing decisions relate to factors such as
  seasonality, holidays, days of the week, and time
  of day.
• Duration (how long to advertise) depends on
• Schedule and advertising budget,
• Consumer use cycle, and
• Competitive strategies.

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Media Selection Procedures
Reach Number of Different People Exposed to the
Message
Frequency Degree of Exposure Repetition
Factors to Consider When Selecting Advertising
Media
Cost Per Thousand Efficiency of Selected Vehicles
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Reach, Frequency and Continuity Relationships
with a Fixed Budget
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Timing and Duration Strategies
Continuity Option
Spent
Campaign Time
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Steady Versus Flighting Media Schedules
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Reach, Frequency and Media Planning
Reach of the Target Population Exposed At Least
Once to the Advertising Mess age During
a Specific Time Frame.
Frequency Number of Times the Target Population
Is Exposed to the Advertising Message During
a Specific Time Frame. Methods Include Average
Frequency Frequency Distribution
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Audience Measures Used in Media Planning
Impressions Measure of the Size of the Audience
Gross Impressions Audiences of All Media
Vehicles Used in a Time Spot
Gross Values Number of People Viewing
Rating Percentage of Exposure
Gross Rating Point Divide the Total Number of
Impressions by Size of Target Population and
Multiply by 100.
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Print Cost Per Thousand (CPM)

• CPM Cost of page or fractional page unit x
  1,000
• Target audience readers

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TV Cost Per rating Point (CPP)

• Rating __program audience__
• total TV households
• Share ___program audience___
• households watching TV
• CPP ______cost of ads_______
• GRP (total rating for all ads)

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Radio Listeners Per Dollar (LPD)

• Average Quarter Hour Estimates (AQHE)
• AQH Rating AQH persons
• radio households
• AQH Share AQH persons to a station
• AQH persons to all
  stations
• LPD AQH Persons
• cost of ad

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Five Major Functions of a Media Buyer
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Staging a Media Plan
A Media Plan is a Written Document that
Summarizes the Recommended Objectives,
Strategies, and Tactics Pertinent to the
Placement of a Companys Advertising Messages.
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The Media