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Advertising Media Selection

Advertising Media Selection. Chapter 9 with Duane Weaver. MEDIA STRATEGY. …process of analyzing and choosing media for an advertising and promotions campaign. MEDIA PLANNING. No two plans alike, usually includes: Marketing Analysis (careful consideration of target market(s))

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Advertising Media Selection

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  1. Advertising Media Selection Chapter 9 with Duane Weaver

  2. MEDIA STRATEGY • …process of analyzing and choosing media for an advertising and promotions campaign

  3. MEDIA PLANNING • No two plans alike, usually includes: • Marketing Analysis (careful consideration of target market(s)) • Advertising Analysis (fundamental Advertising Strategy and Budget) • Media Strategy (Media to be used and creative decisions) • Media Scheduling (What ads when and where) • Justification and summary (Metrics of success)

  4. Media Planning Roles • Media Planner – formulates program of when and where to place ads. • Media Buyer – buy space and negotiate rates, times and schedules.

  5. Advertising Objectives • Reach – (depth) # of target reached with the medium • Frequency – (repetitive hits) # of times target exposed to same ad within a specified time frame • GRP (Gross Rating Points) – impact or intensity of media plan…vehicle’s rating X frequency=GRP • Effective Rating Points (ERP) • Cost • CPM (cost per thousand) cost to reach 1000 of the target audience/vehicle • CRP (cost per rating point) = cost per media buy/Vehicle’s rating • Weighted CPM = ad cost x 100 / actual audience reached • Continuity – exposure pattern or schedule used in the ad campaign • Continuous • Pulsating • Discontinuous • Impressions - # of gross impressions = # of exposures to entire audience

  6. Reaching Ad Objectives • Effective Frequency and Effective Reach = # of times target must see ad and % of target that must be exposed in order to reach Objectives. • Allows for variation and strives for optimal frequency/mix. • 3 exposure theory vs. Recency Theory = intrusion value vs. most recent in mind (1 may be enough for that target member if it need already top of mind)

  7. MEDIA SELECTION • TV • Radio • Outdoor • Internet • Magazines • Newspapers • Direct Mail • Alternative Media • leaflets, brochures, carry-homes, Ads on carry-homes, Ads on T-shirts & caps, movie trailers, free-standing signs, motel room ads, yellow pages, mall kiosks, by fax, video replay scoreboards, arenas, airline seats, walls of airports, subways, bus terminals, buses, cabs…

  8. Media Mix • See Table 8.8 and Figure 8.5 on p. 260 of 3rd. ed. • MEDIA MULTIPLIER EFFECT – increased impact of using 2 or more media

  9. THANKS!

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