Media Planning

Media Planning
‡ Media planning is the series of decisions involved in delivering promotional massages to the prospective purchasers and users of product or brand.

Media Planning ‡ Whom: The target audience ‡ Where: Selection of media vehicles ‡ When: Determination of timing of a media schedule .

Media Planning Process ‡ Reach ‡ Frequency ‡ Continuity .

the month. every one who owns a TV) .) Imagine you run one ad on one TV program as part of your advertising campaign. etc. the week.Reach ‡ The % of different homes or persons at least once to an advertising schedule over a specific period of time (the campaign. Reach is the number of people who view that ad as the percentage of all the people who potentially could have seen that ad (i.e.

Finally. Some will see the ad only once on program µA¶ and others will only see once in program µB¶. This group is the duplicated reach . Some people will not see the ad at all. there will be a group that sees the ad twice: once on program µA¶ and once on program µB¶.Reach ‡ Duplicate reach  Now imagine that you only run the ad on two different TV programs.

For example: HH tuned into a show Rating = Total TV HH .Ratings (TV & Radio) ‡ Rating is the audience of a particular program or station at a specific period of time expressed as the percent of the audience population.

‡ TV usually uses the audience population as TV Households.e. the same geographical area) ‡ Rating are duplicated reach estimates.Ratings (TV & Radio) ‡ Rating can be added as long as they have the same base (i. They include people aged 13+ . ‡ Radio generally break down the audience population into demographic segments.

HH tuned into a show Share = HH using TV . So it is segmented into the viewing audience.Shares ‡ The audience of a particular TV program or time period expressed as a percent of the population watching TV at that particular time.

Persons using TV (persons viewing TV) at a particular time is expressed as a percent of all persons in TV homes) . Always shows as a percentage HUT X Share = Rating ‡ PUT/PVT.‡ HUT.Homes using TV at a particular time is expressed as a percent of all TV homes.

reach tends to be low ‡ Effective Frequency and Reach = the reach of medium or media schedule at a predetermined level of frequency .Frequency ‡ The AVERAGE number of times that the average households or person is exposed to the ad. ‡ As reach rises. frequency tends to be low ‡ As frequency rises.

Determination of Frequency Levels ‡ Media Factors: (i) Attentiveness (ii) # of media used (iii) Clutter ‡ Market Factors: (i) Brand Loyalty (ii) Usages Cycle (iii) Brand History (iv) Target Group (v) Competitive Noise ‡ Message Factor: (i) Image v/s product sell (ii) Message complexity (iii) Message Uniqueness .

. it is caused by copy and content problem  Different product categories and brands = different retention  Frequency responses are affected by the amount of money an advertiser spends as a percentage of the product category total  Responses due to increase frequency are not affected by different media.Effective Frequency Concept. All media equal.Michel J. Naples  Frequency should be the focus over reach  1 exposure has little no effect  At least 2 to 3 repeated exposure to learn (3-8) ‡ 2 exposure with in a purchase cycle is effective threshold level ‡ 3 is optimal  After 3 advertising becomes more effective as frequency is increased but at a decreasing rate (convex curve to the origin)  Wear out of an ad campaign is not caused by too much frequency .

Continuity ‡ A s the impact of an advertisement reduces after a certain period of time so it is important that the advertisement should be repeated after a certain period of time to make an impact. .

you will need to weight the GRPs by a common base (the population) Target Audience GRP (TRP) ± the sum of the rating of a specific demographic segment .GRP and TRP GRP = Reach X Frequency ‡ GRP is the total audience that might be reached by a media schedule ‡ GRP can be added for a given base (same denominator) ‡ Gross Rating Points in broadcast media by week/ month 2 commercials with 15 rating = 30 GRPs 5 commercials with 10 rating = 50 GRPs Total = 80 GRPs ‡ If you want to add GRPs for different markets.

‡ A common denominator for media comparison. ‡ Calculated by multiplying the media cost by (the circulation or readership divided by 1000) cost of ad space (absolute cost) CPM = Circulation/ Readership 1000 .CPM.Cost Per Thousand ‡ The method of relating print audience to cost.

This figure may be substantially higher! cost of ad space (absolute cost) CPM = (actual targeted audiences) Target reached by media 1000 .Media sales people will offer CPM figures but they generally are considering the entire circulation or audiences and not your target marketing needs.Cost Per Thousand ‡ Remember!.CPM.

This figure may be substantially higher! .Media sales people will offer CPRP figures but they generally are considering the entire audiences and not your target marketing needs.Cost Per Rating Point ‡ The method of relating broadcast audience to cost. ‡ Calculated by dividing the media cost by the program rating cost of ad space (absolute cost) CPRP = Program rating ‡ Remember!. ‡ A common denominator for media comparison.CPRP.

‡ Detail the specifics of the schedule: such as which issue. time.Designing an effective media plan ‡ Specify which media you will be using to carry your advertising message. dates. . ‡ List the budget for each vehicle ‡ Describe the rationale behind each section. etc. ‡ Detail the vehicle you will use.

Weighting the Media ‡ Find GRPs for each medium GRP = Reach X Frequency ‡ Reach (%). then you would need to schedule a media plan that gives you 700 GRPs.# of exposures those people have to your specific ad over the same period of time ‡ Example: if your market strategy for a campaign is to reach 70% of your target market and you know you want to reach them at least 10 times.# of people within your target market that are exposed to a specific ad over a campaign ‡ Frequency. .

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