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Media Strategy _amp; Planning

VIEWS: 5 PAGES: 12

									Media Strategy & Planning
Chapters 14 & 15 with Duane
Weaver
MEDIA PLANNING - Changes
• Agency Compensation (15%
  stat…now negotiated individually)
• More Media (e.g. internet)
• Media outlets are large and
  powerful now
• Thinner margins for Media
  Agencies
• ROI more important
• Globalization
• Consumers get Free Content
• E-Commerce
• Hyper-Clutter
• Ethnic Media (on the increase)
Media Planning Process
Media Plan – specifies the
  media for messages to
  target audience
Media Class – broad category
  of media (tv, radio, etc.)
Media Vehicle – that particular
  class’s option (e.g. Nanaimo
  Daily News for newspaper)
Media Mix – the effective blend
  of media used to obtain best
  GRP (reach and frequency).
Reach and Frequency
• Reach – number of people or households in
  a target audience that are exposed to the
  vehicle.

• Frequency – average number of times an
  individual or household within the target
  audience is exposed to the vehicle within a
  given time period.

• GRP = Gross Rating Point = reach X
  frequency

• Effective Frequency – number of times a
  target audience needs to be exposed
  before the advertiser’s objectives are
  reached.
Reach and Frequency
• Continuity – pattern of placement of
  advertisements in the media schedule:
  – Continuous
  – Flighting
  – Pulsing
MEASURING MEDIA EFFICIENCY
• CPM (Cost Per Thousand) – dollar
  cost of reaching 1,000

• CPM-TM (CPM per Target Market)
  see p. 504 for example

• CPRP (Cost per Rating Point) see
  p. 504 for example

• Share of Voice = one brand’s ad
  expenditures divided by total
  product category expenditures in
  a medium (see p. 510 for
  example)
Discussion Questions
• Question 2, p. 518
• Question 5, p. 518
MEDIA TYPES - Newspapers
• Advantages
  – Geographic Selectivity
  – Timeliness
  – Creative Opp’s (lots of info at
    low cost)
  – Credibility
  – Audience Interest
  – Cost (low cost)
• Disadvantages
  – Limited Segmentation
  – Creative constraints (low
    quality print medium)
  – Cluttered
  – Short Life
Media Types - Magazines
• Advantages
  – Audience Selectivity
  – Audience Interest
  – Creative Opportunities (better
    quality printing)
  – Long Life (saved issue by issue
    by subscribers)
• Disadvantages
  –   Limited reach and frequency
  –   Clutter
  –   Long lead times
  –   Cost (more expensive than
      newspaper)
Media Types – TV
• TV advantages –
  – Creative opp’s
  – Coverage, Reach, Repetition
  – Cost per contact (for broad
    masses)
  – Audience Selectivity
• TV disadvantages –
  – Fleeting Message
  – High Absolute cost
  – Poor Geographic selectivity
  – Poor Audience attitude and
    attentiveness
  – Clutter
Types of Advertising - Radio
• Advantages
  – Cost (tends to be most cost
    effective per target audience)
  – Reach and Frequency – widest
    exposure (portable medium)
  – Target Audience Selectivity –
    geographic, demographic and
    psychographic
• Disadvantages
  –   Poor audience attentiveness
  –   Creative limitations
  –   Fragmented audiences
  –   Chaotic buying procedures
Discussion Questions
• P. 556
  –   Question 1
  –   Question 6
  –   Question 7
  –   Question 8
  –   Question 9

								
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