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Learn about major decisions involved in media planning. Understand fundamental terms of media planning. Learn how to calculate media measures. Learn to use secondary data frequently used in media planning.
“I know half the money I spend On advertising is wasted, but I Can never find out which half.” (JW)
What is media planning?
--The process of designing a course of action that shows how advertising time and space will be used to contribute to the achievement of marketing objectives.
Problems in Media Planning Insufficient information Inconsistent terminologies Time pressures Difficulty measuring effectiveness .
Goal or Task that Media Can Accomplish Based on Aperture Opportunities. and Tactics Pertinent to the Placement of a Company’s Advertising Messages. 5 Flow Chart Scheduling & Budgeting . Media Buyers Convert Objectives and Select. Negotiate.Staging a Media Plan A Media Plan is a Written Document that Summarizes the Recommended Objectives. Background and Situation Analysis Media Objectives & Aperture Opportunities Strategy: Selection of Media Discusses Media Options. Strategies. & Contract for Media Space. Explains Why a Single Medium or Set of Media is Appropriate. Opportunities and Target Audience.
Consumer Attitudes Toward Media (abbreviated) Authoritative 3% 11% 20% Influential 2% 3% 9% 5% 57% 81% 9% Television Radio Newspapers Magazines Don’t know .
Changes in Percentage of Network Commercial by Length 100% 80% 60% 40% 20% 0% 1965 1975 1985 1987 1988 1990 1992 Other 60 30 15 7 .
Setting Media Objectives The Basic Goals That Direct Media Strategy Typically Focus on: Whom to Advertise To Which Geographic Areas to Cover When to Advertise What the Duration of the Campaign Should Be What the Size or Length of the Ad Should Be 8 .
How often should the target audience be exposed to our message? “Frequency” -.Specifying Media Objectives 1. What proportion of the target audience should be exposed to our message “Reach” 2.“Motivational frequency” -.“Effective reach and frequency” 9 .
S-shaped response curve b. Convex response curve .Advertising Response Curves Response Response Threshold Frequency Frequency a.
11 1984) .When high frequency is required A new brand A smaller. less known brand A low level of brand loyalty Relatively short purchase and use cycle With less involved (motivated and capable) target audiences With a great deal of clutter to break through (Joseph Ostrow at Y & R. JAR.
Pulsing . Gross Impressions) .FCB research: no awareness with <1000 GRPs 4.Continuous scheduling .Specifying Media Objectives (cont’d) 3. How to schedule the advertising campaign? “Scheduling” or “Continuity” .Fighting 12 . How much total advertising is necessary to achieve the reach and frequency objective? “Weight” (GRPs/TRPs.
Three Methods of Media Scheduling Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 13 .
Other considerations -. What is the least expensive way to accomplish media objectives? “Cost”: Absolute and relative costs .Specifying Media Objectives (cont’d) 5.Geographic coverage -.CPM or CPP: Measures cost efficiency 6.Recall research * Confusing terms 14 .Qualitative media environment -.
EXH 9-11 15 .
Example: Magazine Y has a reach of 25 percent of men aged 18-34 with an average issue. 16 .How to Use Reach and Coverage Use Reach To express a whole number or percentage of different people actually exposed only once to a media vehicle to combination of vehicles. Example: Television program X reaches 9 million men aged 18-34 within a four-week period.
How to Use Reach and Coverage Use Coverage To express the potential audience of a broadcast medium or the actual audience of a print medium exposed only once. Example: A network television program may have a coverage of 95 percent of TV homes in the U.S. Example: Magazine Y has 25 percent coverage of men aged 18-34. (Means same as reach.) 17 .
000 –Time: 1.240.000 –People: 8.Some Basic Terms Used in Media Planning •Gross impressions: the sum of the audience of all media vehicles used within a designated time period –Jeopardy: 3.080.700.000 gross impressions .000 x 2 messages = 3.000 18 –---> 33.270.720.000 x 4 messages =13.620.400.000 x 2 messages = 17.
000 Newsweek Per-page cost: $144.000X1.0 MM CPM: $156.Relative Cost: CPM = Cost of ad space X 1.1 MM CPM: $144.000X1.00 .0 MM =$39.000/ 4.000 /number of readers Time Per-page cost: $156.1 MM =$46.000/ 3.000 Number of readers: 3.45 19 Number of readers: 4.
Relative Cost:CPRP = Cost of ad time/Program rating Drew Carey Cost per spot ad: $3.000/15 =$266.500 Rating: 11 CPRP: $3.000 Rating: 15 CPRP: $4.500/11 =$318.18 Survivor Cost per spot ad: $4.64 20 .
Costs were based on October Media Watch figures. Scenario 2 ($895.000.Super Bowl Options Scenario 1 ($891. Ayer (1994) Notes: Ratings points/reach comparisons are based on adults 18-49.000 in 1994. Reach is based on actual delivery of each schedule from the week of November 15.000. Nielsen’s cumulative audience data were used for this analysis. W. A single Super Bowl commercial (30 seconds) cost $900. one 30-second spot on one primetime show each night of the week) Monday: Murphy Brown (CBS) Tuesday: Coach (ABC) Wednesday: 48 Hours (CBS) Thursday: Wings (NBC) Friday: Picker Fences (CBS) Saturday: The Commish (ABC) Sunday: CBS Sunday Night Movie Comparison with Super Bowl XXVШ Ratings points: +48% Reach: +6% Source: N. a 30-second prime-time “roadblock” on Sunday and Monday nights) Sunday: ABC Sunday Night Movie CBS Sunday Night Movie NBC Sunday Night Movie Married …With Children (Fox) Monday: Day One (ABC) Dave’s World (CBS) Blossom (NBC) Fox Movie Comparison with Super Bowl XXVШ Rating point: +64% Reach: +25% 21 . 1993.
Some basic terms used in media planning (cont’d) GRPs: the sum of the total exposure potential of a series of media vehicles as a % of the audience population -.. As a % of the target audience population 22 .GRPs = Reach x Average frequency TRPs: ….
Main Media Volume (in percentage). various dates.3 Total Newspaper Magazine Television Radio Outdoor 1998.6 8.8 10.1 1.5 14.6 1997 100. SOURCE: reprinted with permission from Advertising Age.1 1.0 30.S.0 43.U.1 12.9 40. Copyright Crain Communications Inc.0 37. Analyzed by Media Groups 1978 100. 23 ..
Using Electronic Media Types of Television Advertising Network Advertising -Sponsorship -Paticipation Spot Advertising -National and Local Syndication . barter system 24 . first-run syndication -Straight cash v.Off-network syndication v.
Using Electronic Media Rating/Share/HUTS CDI and BDI 25 .
Rating Share Total HHs tuned to a program Total HHs with TV set at hom e Total HHs tuned to a program Total HHs with TV set on 100 100 26 .
HUT = TotalHHs with TV set on ×100 TotalHHs with TV set at home Rating = Share ×HUT 27 .
populationin market The Category Development Index (CDI) is computed in the same manner as the BDI.S. sales in the market ×100 Percentageof totalU. CDI = Percentageof productcategorytotalsales in market ×100 Percentageof totalU.S. except it uses information regarding the product category (as opposed to the brand) in the numerator.S. populationin market 28 .CDI and BDI The Brand Development Index (BDI) helps marketers factor the rate of product usage by geographic area into the decision process. BDI = percentageof brandto totalU.
Using CDI and BDI to determine market potential CDI = Percentageof productcategorysales in Utah/Idaho ×100 Percentageof totalU.2% 100 1% 120 29 .S. populationin Utah/Idaho 1. populationin Utah/Idaho 2% 100 1% 200 BDI = percentageof totalbrandsales in Utah/Idaho ×100 Percentageof totalU.S.
30 Low BDI and low CDI . the reasons should be determined. Both the product category and the brand are doing poorly. The category is not selling well.Using BDI and CDI Indexes v High CDI High BDI High market share Good market potential High market share Monitor for sales decline Low BDI Low market share Good market potential Low market share Poor market potential Low CDI High BDI and high CDI High BDI and low CDI This market usually represents good sales potential for both the product category and the brand. probably a good market to advertise in but should be monitored for declining sales. Low BDI and high CDI The product category shows high potential but the brand is not doing well. but the brand is. not likely to be a good place for advertising.
Using Printing Media Newspaper rate -.Flat rate v. open rate -. preferred position rate -.National advertisers pay much more for newspaper space 31 .Combination rate: several nps as a group -.Run-of-paper v.SAUs (Standard Advertising Unites) in 1984 -.
controlled circulation Guaranteed circulation v.) A basis for rate structure Secondary circulation (out-of-home readers) Paid circulation v. verified circulation ABC (Audit Bureau of Circulations) Total audience=readers per copy x circulation of an average issue 32 .Using Print Media Magazine circulation Primary circulation (in-home readers): Subscription + news stand (a single copy circul.
Column B: All female homemakers using breakfast cereals is equal to 100% (i.e. 77 .474.SMRB/MRI Reading Base: Female Homemakers Top Row: There are 86. Column A: 77.000 female homemakers in the U.000 female homemakers use breakfast cereals.5% of the total female homemakers use breakfast cereals . Column C: 89. base).S.5% 86 .474 .000 33 .418.418 ..000 100 89 .
3.000 female homemakers who read the magazine.S.000 readers of Money use breakfast cereals.8% of Money readers are users of breakfast cereals 3.000 Column C: 87.000 100 4.5% of all users of breakfast cereals read Money.5% 100 87 .000 Column D: Money readers are 2% less likely to use breakfast cereals than all U.Second Row: There are 3. 87.448 .8% .925 .448.000 3.8 100 98 89.448 . female homemakers 77 . Column B: 4.5 34 .418 . Column A: 3. Money.925.
Review Learn about major decisions involved in media planning. Understand fundamental terms of media planning. Learn to use secondary data frequently used in media planning. 35 . Learn how to calculate media measures.