Professional Documents
Culture Documents
Chapter 10
Chapter 10
Insufficient Information
Some info cannot be measured
Some are expensive to measure
Time of measurement is a problem
Difficulty Measuring
Effectiveness
Measuring effectiveness of Ad and promotion
and media selection is critical as no perfect
recipe
Developing a Media Plan
2. Establishing 3. Media Strategy
1. Market Media Development &
Analysis Objectives Implementation
Index Number
Percentage of users
in a demographic segment
Index = X 100
Percentage of population
in the same segment
Market Analysis
Where Should We Advertise?
Use broadcast media to provide coverage of 80 percent of the target market over a
six-month period.
Reach 60 percent of the target audience at least three times over the same six
month period.
Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer
and fall.
The Media Mix
Scheduling
The primary objective of scheduling is to time promotional efforts so that
they will match with the highest potential buying times.
For some products, these times are not easy to identify, for others they are
very obvious.
Three Scheduling methods
1. Continuity schedules keep the brand exposed to consumers throughout the year. So
there is a continuous pattern of advertising, which may mean everyday, every week or
every month.
For example, advertising for goods consumed on a daily basis like food products,
2. Flighting schedules employ a less regular schedule. It involves spending money at
just certain times of the year and with no advertising at other times.
For seasonal products, such as winter body lotion, snow removal equipment etc.
3. Pulsing schedules is actually a combination of the first two methods. It involves
continuous advertising during the entire year with bursts of higher intensity at specific
times. For example, advertising of fruit juices, Tang during Ramadan when some
products are more consumed compared to the rest of the year.
Three methods of promotional scheduling
Reach and frequency
Reach
Advertisers must decide whether to have the message be seen or heard by
more people
How much reach is necessary?
Achieving awareness requires reach that is exposing potential buyers to
the message. New brands or products require very high level of reach,
since the objective is to make all potential buyers aware of the new entry.
High reach is also desired at later stage of hierarchy. For example, at the
trial stage of adoption hierarchy, a promotional strategy must use coupons
or free samples.
The objective is to reach large number of people with these samples, make
them learn about the product, try and develop favorable attitudes toward
it, ultimately leading to purchase.
Reach and frequency
Cost per thousand (CPM): for years, the magazine industry had provided cost breakdowns on the
basis of cost per thousand people reached.