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Media Planning and Analysis

Media Planning and Analysis. 13. The Media-Planning Process. Media planning. 2. The Media-Planning Process. 1. Selecting the target audience. 2. Specifying media objectives. 3. Selecting media categories and vehicles. 4. Buying media. 3. Selecting the Target Audience.

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Media Planning and Analysis

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  1. Media Planning and Analysis 13

  2. The Media-Planning Process Media planning 2

  3. The Media-Planning Process 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media 3

  4. Selecting the Target Audience Four major factors (1) Geographic (2) Demographic (3) Product usage (buyographics) (4) Lifestyle/psychographics 4

  5. Specifying Media Objectives Reach Frequency Weight Continuity Cost 5

  6. Reach 6

  7. Factors determining the Reach 7

  8. Specifying Media Objectives Reach Frequency Weight Continuity Cost 8

  9. Frequency 9

  10. Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Total Exposures Week A B C D E F G H I J x x x x x x x x x x x x x x x x x x x x 5 5 5 5 1 2 3 4 Total Exposure 2 4 0 3 2 1 3 1 2 2 Summary Statistics Frequency Distribution (F) Percentage F Percentage F+ Audience Members 0 10% 100% C 1 20 90 F,H 2 40 70 A,E,I,J 3 20 30 D,G 4 10 10 B Frequency 10

  11. Specifying Media Objectives Reach Frequency Weight Continuity Cost 11

  12. Weight Gross rating points, or GRPs, are an indicator of the amount of gross weight that a particular advertising schedule is capable of delivering GRPs= 12

  13. Determining GRPs in Practice • GRPs are the sum of all vehicle ratings in a media schedule • Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised 13

  14. The Concept of ERPs • Do not worry about this 14

  15. How Many Exposures are Needed? Three-Exposure Hypothesis The minimum number of exposures needed for advertising to be effective is three 15

  16. How Many Exposures are Needed? Three-Exposure Hypothesis 15

  17. How Many Exposures are Needed? The Efficiency-Index Procedure Do not worry about this. 16

  18. Specifying Media Objectives Reach Frequency Weight Continuity Cost 17

  19. Continuity 18

  20. Continuity • Continuous schedule • Pulsing • Flighting • Recency principle (shelf-space model of advertising) 19

  21. Advertising Schedules 600 J F M A M J J A S O N D 400 Ad $ (in thousands) 200 0 (months) Flighting Continuous Pulsing Continuous, Pulsing, and Flighting Schedules 20

  22. Recency/Shelf-Space Model (1) Consumers’ first exposure to an advertisement is the most powerful (2) Adv’g main role: influence brand choice (3)Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 21

  23. Specifying Media Objectives Reach Frequency Weight Continuity Cost 22

  24. Cost Considerations • CPM • Cost of ad/ number of total contacts (in 1000s). Or: Cost/ ratings • CPM-TM • Denominator is # target market contacts

  25. Cost Considerations • CPM

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