Professional Documents
Culture Documents
Media - The vehicles that carry the ads to the target market.
Media Planning - The process of directing the advertising message to the target audience at the
appropriate time and place, using the appropriate channel.
Media Objectives
Starting point of the media plan.
Outline what the media plan is expected to accomplish.
Deal only with what is to be done.
How is reserved for strategy.
Media Selection
Media Schedule =
Reach (% of target audience with opportunity for exposure)
+
Frequency (average number of times target is likely to be exposed)
+
Continuity (how long the campaign runs)
+
Dominance/Impact
(the attention-getting ability of the media vehicle(s) selected to run the ad)
/100
Rating point: the % of a given population group that uses a specified media vehicle.
Share: Households/persons using television (HUT, PUT): % of homes or people watching TV at a given
time.
Gross rating point (GRP): total number of ratings for different media vehicles.
Gross impression: translation of GRPs into people; number of audience exposures x number of times
they
will see or hear vehicles.
Cost per rating point (CPP): cost of buying one rating point in a given media vehicle or type.
Coverage: Same as reach the % of homes or persons receiving broadcast signal within specified area,
or receiving specific magazine or newspaper.
Circulation: Total number of copies of a publication sold through various forms of distribution.
Readers per copy: average number of people who read each issue of publication.
Media strategy - used in the advertising or content delivery (online broadcasting) industries and is
concerned with how messages will be delivered to consumers or niche markets.
Media Plan
GREATER REACH
GREATER FREQUENCY
Media Planning :
Marketing objectives
Advertising theme
Choice of media
Print Media
Circulation: the # of copies of an average issue that will be distributed
Readership: the # of people who actually see a copy
Outdoor advertising
Bus advertising
Lamppost banner advertising
Mobile billboard
Market penetration
Geographic selectivity
Responsive timing
Creative flexibility
Audience interest
Direct Marketing
Without intermediaries
..retailers/wholesales
Coupons
Price Promotions
Price Packs
Premiums
Trade deals
Trade show
Sales support
Cooperative