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Advertising Budgeting, Media, and Media Planning
Advertising Budgeting, Media, and Media Planning
Whats the objective? What type and how much media needed? Can we afford it?
Arbitrary
Media Planning
Media Planning = Selection + Scheduling Factors Influencing Media Planning Decisions Target Market Profile Looking at Brand/Product Dynamics The Creative Execution Budget Considerations and Media Deals The Competitive Situation Availability and Timing Considerations Cost Efficiency (CPM = Cost per thousand (CPM): cost
Media Selection
Media are evaluated based on selectivity. There are two types of selectivity:
Class Selectivity is the ability of a medium to reach the target market without waste. Geographic Selectivity is the ability of a medium to cover a particular geographic area without spillover.
How would you rate the different major media in terms of class and geographic selectivity?
Media Scheduling
Reach
(% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame)
+ Frequency
(average number of times target is likely to be exposed to the ad in a given time frame)
100%
Media Scheduling
(continued)
(how long the campaign runs continuous vs. flighting vs. pulsation)
100%
Media Scheduling
(continued)
(the attention-getting ability of the media vehicle(s) selected to run the ad)
100%
Selective Combination
Test consumer awareness of campaign before, during, and after. Sales data. Compare actual reach/frequency figures to proposed estimates. Nielson, Arbitron, Simmons, Audit Bureau of Circulation