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Effective Media Planning Strategies for Advertisers

Learn about reach, frequency, and cost in media planning. Understand print and online ad terms, factors affecting ad rates, and media scheduling strategies. Enhance your advertising knowledge and maximize impact.

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Effective Media Planning Strategies for Advertisers

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  1. 3.08 Media Planning and Placement

  2. Terms • Reach: number of people exposed at least once to an advertisement • Percentage of reach • Message exposures/target market • Frequency: number of times a person is exposed to an advertisement • Gross Ratings Point (GRP): • reach X frequency • Cost per GRP: • Cost/GRP

  3. Impact • Impression an ad will make on the average consumer in a target market • Credibility • Prestige • Editorial environment of media vehicle • Qualitative factor

  4. Sources of Reach Information • Nielson: television • Albritton: radio • Com Score: Internet • Audit Bureau Circulation: newspaper/magazines

  5. Importance of Reach • Reach is the first step in brand awareness • New brands need high level of reach • Can’t be exactly sure how much reach is required

  6. Print Advertisement Terms • Primary Circulation: number of copies distributed to original subscribers • Secondary Circulation: readers of publication that are not subscribers • Position Preferences: advertiser’s desire for front/middle/back of publication

  7. Terms • Flat rates: no discounts offered for quantity buys • Sliding Scale Rates: discount offered to advertisers willing to purchase advertising space over a one-year period • Split runs: allows publishers of magazines to print different advertisements for the same product in alternating copies of the publication • Preferred position: space thought to attract the greatest audience attention • Volume Discount: lower price offered to frequent buyers of ad space

  8. Terms • Spectaculars: outdoor advertising display that features neon or electric lighting, some moving parts, lavish colors, and/or unusual special effects • Direct mail: form of advertising using the mail as its form of distribution, reaches specific target market • Shared mail: direct-mail promotion from several mailers sent to the same list of individuals in order to share the costs of list rental and promotion

  9. Terms • Cost Per Thousand (CPM): cost of exposing 1000 people to an ad • (Cost of ad x 1,000)/Audience • Cost Per Gross Rating Point: • Total Advertising Expense/Gross Ratings Point • Banner Ad: ad that is linked to a advertiser • Clickthrough: The process of clicking through an online advertisement to the advertiser's destination

  10. Factors Affecting Cost of Newspaper Ad Rates • Paper circulation • Production costs • Position on page • Discounts • Audience demographics • Paper's credibility & reputation • Reproduction quality

  11. Newspaper Advertising Rates • Flat rates • Sliding scale rates • Combination rates

  12. Factors Affecting Cost of Magazine Ad Rates • Paid circulation • Magazine demographics • Special issues • Size of ad

  13. Factors Affecting TV/Radio Ad Rates • Number of listeners/viewers reached; ratings of certain shows • Length of ad (10, 15, 30, 60 seconds) • Length of ad campaign • Time of day the ad is run • Package deals

  14. Factors Affecting Outdoor Ad Rates • Visibility • Length of ad campaign

  15. Factors Affecting Direct Mail Ad Rates • Price of postage • Size/weight of mailer • Geographic reach

  16. Calculating Internet Advertising Rates • Ad size • Ad location • Ad performance • Market demand • CPM/CPC rates

  17. When to Use What

  18. Advance Ticket Sales Plans • Selling tickets prior to an event • Cover pre-event expenses • Supplies • Printing costs • Salaries

  19. Media Scheduling Strategies • Continuous: regular, steady advertising • Flighting: used for seasonal products • Pulsing: used intermittently

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