ADVERTISEMENT

&
PROMOTION

Lecture # 5
By Noman Ahsan
Media Decision
• Some basic Terms and Concepts
• Media planning is the series of decisions involved in delivering the promotional message to the
prospective purchaser and/or users of the product or brand. Media planning is a process, which means
a number of decisions are made, each of which may be altered or abandoned as the plan develops.
• Medium is the general category of available delivery systems, which includes broadcast media (like
TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising and
other support media.
• Media Vehicle is the specific carrier within a medium category. For example, Times of India and
Indian Express is print vehicle.
• Reach is a measure of the number of different audience members exposed at least once to a media
vehicle in a given period of time.
• Coverage refers to the potential audience that might receive the message through a vehicle.
The Media Plan
• good media plan needs to address the following issues:
– How many audiences is the media plan proposing to reach?
– What are the best media to place the advertisements in?
– How many times should the advertisement appear?
– What would the idea media mix be?
– Which geographical regions should the advertisement appears in?
– Which media should be selected to avoid places which do not have the product
advertised?
– How should be budget appropriation for various media thus chosen is made?
Developing the Media Plan
Effects of Reach and Frequency
1. One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
2. 2. Since one exposure is usually ineffective, the central goal of productive media planning should be to
enhance frequency rather than reach.
3. 3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective
level.
4. 4. Beyond these exposures within a brand purchase cycle or over a period of tour or even eight weeks,
increasing frequency continue to build advertising effectiveness at a decreasing rate but with no evidence of
decline.
5. 5. Although there are general principles with respect to frequency of exposure and its relationship to
advertising effectiveness, differential effects by brand are equally important.
6. 6. Nothing we have seen suggests that frequency response principles or generalizations vary by medium.
7. 7. The data strongly suggests that wear out is not a function of too much frequency; it is more of a creative
or copy problem
Marketing Factors
• Brand history: New brands generally require higher frequency levels than established brands.
• Brand share: An inverse relationship exists between brand share and frequency. The higher the
brand share, the lower the level of frequency required.
• Brand loyalty: An inverse relationship exists between loyalty and frequency. The higher the
loyalty, the lower the frequency required.
• Purchase cycle: Shorter purchase cycles require higher frequency levels to maintain top-of-mind
awareness.
• Usage cycle: Products used daily or more frequently need to be replace quickly, so a higher level
of frequency is desired.
• Competitive share of voice: High frequency levels are required when a lot of competitive
advertising exists and when the goal is to learn and to retain messages has a direct effect on
frequency
Message or Creative Factors
• Message complexity: The simple the message, the less the frequency required.
• Message uniqueness: The more unique the message, the lower the frequency level required.
• New versus continuing campaigns: New campaigns require higher levels of frequency than to
register the message, compared to continuing campaigns.
• Image versus product sell: Creating an image requires higher levels of frequency than does a
specific product sell.
• Message variation: A single message requires less frequency; a variety of messages require more.
• Wear out: Higher frequency may lead to wear out. This effect must be tracked and used to
evaluate frequency levels.
• Advertising units: Large units of advertising require less frequency than smaller ones to get the
message across
10 leading media outlets:
• 1. Television Advertising
• 2. Cable Network
• 3. Radio Advertising
• 4. Print Publications Advertising
• 5. Internet Advertising
• 6. Direct Mail Advertising
• 7. Signage
• 8. Product Placement
• 9. Mobile Devices
• 10. Sponsorships Advertising
• 11. Other Advertising
Media factors
Clutter: The more the advertising appearing in the media used, the more frequency is
needed to break through the clutter
Editorial environment: The more consistent the ad is with the editorial environment, the
less frequency is needed.
Attentiveness: The higher the level of attention achieved by the media vehicle, the less
frequency is required. Low attention getting media require more repetitions
Scheduling: Continuity scheduling requires less frequency than does fighting or pulsing.
Number of media used: The fewer the media used, the lower the level of frequency
required.
Repeat exposures: Media that allow for more repeat exposures requires less frequency.
THE END