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Chapter Thirteen

Media Planning. Key Points: How do you explain the basic concepts used in comparing media? What are the key media planning objectives and strategies? How do you make decisions on combining media in a media mix?. Chapter. Chapter Thirteen. 13. Media Planning Overview.

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Chapter Thirteen

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  1. Media Planning Key Points: How do you explain the basic concepts used in comparing media? What are the key media planning objectives and strategies? How do you make decisions on combining media in a media mix? Chapter Chapter Thirteen 13

  2. Media Planning Overview Media planning is about determining the best Media Mix (i.e., the best combination of one-way and two-way media) to reach a particular target for a particular brand situation.

  3. Media Planning and Buying Functions Media planners perform four basic functions: • Conduct media research • Determine media objectives and strategies • Determine the media mix • Do the actual media buy

  4. Figure 13-1, p.460 Media Plan QuestionsThat Must Be Answered

  5. Figure 13-2, p.460 Lee Dungarees Media Plan/Mix Go to www.buddylee.com

  6. Determining a media mix involves two basic decisions: Which media to use? How much of each? Media mix decisions factors include: Media cost/value Lead time Geographic concentration Relationship building Number of targets Number and variety of objectives Synergy Brand differentiation Message type and complexity Media Mix

  7. Figure 13-7, p.484 Relative Impact by Media Type

  8. Media Planning Reach (% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame) + Frequency (average number of times target is likely to be exposed to the ad in a given time frame) 100%

  9. The Difference between Reach and Frequency

  10. Measuring Reach In the case of radio and television, a program’s rating is basically the same as its reach. Example: A broadcast rating of 5 means that 5 percent of the households in a station’s coverage area were exposed to that particular program. The reach of outdoor advertising is determined by the percentage of cars in a metropolis area that drive by billboards carrying a particular brand message within a 24 hour period. It’s called a showing. Reach can also be determined by the number of message impressions. Most marketers are not interested in reaching everyone. It is best to do media planning based on targeted reach.

  11. Effective Frequency How much is enough? Effective frequency, the number of times a message needs to be seen to make an impression or achieve a specific level of awareness, is somewhere between 3 and 10.

  12. The level of frequency will vary with every brand because there are so many variables: The offer – its value and complexity. The attention value of the medium itself. The attention-getting power of the message itself. The target audience’s level of need or desire to learn about a brand. The MC objectives. Personal influences. The amount of competitive brand messages. Effective Frequency

  13. Reach, Frequency, and Continuity Relationships with a Fixed Budget

  14. Figure 13-4, p.470 Media Mix Frequency Example: Small Business Owners

  15. Figure 13-5, p.471 Relationship BetweenMedia Exposure and Reach

  16. Media Planning (continued) Reach + Frequency + Continuity (how long the campaign runs— continuous vs. flighting vs. pulsation) 100%

  17. Three commonly used scheduling strategies are called: Continuous scheduling Flighting Pulsing Media Scheduling

  18. Figure 13-8, p.488 Examples ofMedia Scheduling Strategies

  19. Media Planning (continued) Reach + Frequency + Continuity + Impact/Dominance (the attention-getting ability of the media vehicle(s) selected to run the ad) 100%

  20. Figure 13-6, p.474 Comparison of Two Response Curves

  21. To determine the best values among all the many vehicle alternatives, media planners use several tools: Cost per thousand (CPM) Cost per point (CPP) Cost per response (CPR) #5 – Media Costs

  22. Media weight is an indication of the relative impact of the media mix. Media weights can be figured in terms of: Media dollars GRP = Reach times Frequency Media Weight: Gross Rating Points

  23. GRP Example: January 200X • Frazier (4 episodes) 18 x 10 180 • NBA (8 games) 3 x 40 120 • Superbowl 52 x 2 104 Total GRP’s 404 Avg. Reach (Rating Points) Avg. Frequency Total Rating Points

  24. Figure 13-9, p.489 Lee Jeans Media Plan Flow-chart

  25. Acme Media Plan Flowchart

  26. Cost Per Rating Point Assumptions NationalBig/Key Markets Daytime TV $3,750 $500 (each mkt) Fringe and Sports TV 6,000 875 (each mkt) Primetime TV 10,000 1,375 (each mkt) Cable TV 3,750 500 (each mkt) Radio (60-seconds) 1,500 375 (each mkt) Notes: TV rates are for 30-second spots. Assume 60-second spots are 167% of a 30-second spot.

  27. Miscellaneous Media Web Sites • www.spotrunner.com

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