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Media Strategy

Media Strategy. 14. The Media-Planning Process. Media planning Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives. 2. The Media-Planning Process. 1. Selecting the target audience.

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Media Strategy

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  1. Media Strategy 14

  2. The Media-Planning Process Media planning Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives 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 (4) Lifestyle/psychographics 4

  5. Specifying Media Objectives Reach Frequency Weight Continuity Cost 5

  6. Reach Percentage of target audience that is exposed to an advertisement at least once during a certain time frame (usually four weeks) 6

  7. Factors determining the Reach • More people are reached when a media schedule uses multiple media • The number and diversity of media vehicles used • By diversifying the day parts 7

  8. Specifying Media Objectives Reach Frequency Weight Continuity Cost 8

  9. Frequency Average number of times an advertisement reaches the target audience in a four-week period 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=Reach(R) X Frequency(F) 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? The Efficiency-Index Procedure Do not worry about this. 16

  17. Specifying Media Objectives Reach Frequency Weight Continuity Cost 17

  18. Continuity How advertising is allocated during the course of an advertising campaign : how should the media budget be distributed? 18

  19. Continuity • Continuous schedule • Pulsing • Flighting • Shelf-Space model of advertising 19

  20. 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

  21. Shelf-Space Model of Advertising Shelf-space model (1) Consumers’ first exposure to an advertisement is the most powerful (2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency 21

  22. Specifying Media Objectives Reach Frequency Weight Continuity Cost 22

  23. 1-800-COLLECT Media Strategy • 1-800-Collect media strategy guide 23

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