Professional Documents
Culture Documents
Media planning
Advertising Strategy
Media Strategy
• Target Audience
Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Selecting the Target Audience
Four major factors
(1) Buyographics
(2) Geographic
(3) Demographic
(4) Lifestyle/psychographics
Specifying Media Objectives
• Gross ratings
• Target ratings
• Effective ratings
What Are Ratings?
Ratings, in an advertising sense, simply
mean the percentage of an audience
that has an opportunity to see an
advertisement placed in a particular
vehicle.
Weight: Gross Rating Points
GRPs=Reach(R) X Frequency(F)
Determining GRPs in Practice
CPM= Cost of ad
# of contacts (expressed in thousands)
CPM-TM= Cost of ad
# of TM contacts
(expressed in thousands)
Tradeoffs