Lecture 7: Media Planning

Media Strategy is all about

Media Scheduling Decisions look at [blank_start]how long and how often[blank_end] to advertise; whereas Media selection decisions look at [blank_start]where[blank_end] to advertise

Media Scheduling deals with:

Purchase cycle is

Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.

Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.

When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.

How do you calculate frequency according to Rossiter and Percy?

How do you calculate frequency according to Belch and Belch?

What is the REACH of this plan according to Rossiter and Percy?

What is the REACH of this plan according to Others (and Belch & Belch)?

What is the minimum effective frequency (MEF)?

What is Effective Reach?

If MEF = 2 exposures per purchase cycle, what is the EFFECTIVE REACH for purchase cycle 1, 2 and 3

What is the FREQUENCY according to Others (B&B) not Rossiter and Percy for Purchase cycle 1, 2 and 3

Gross Rating Points (GRPs) refer to

A Target Audience Rating Point is (TARP):

If Reach is 100 and frequency is 5 what is GRP?

What are the three scheduling (or continuity) methods

[blank_start]Continuity[blank_end] is a continuous pattern of advertising, which may mean every day, every week, or every month. [blank_start]Flighting[blank_end] is a less regular schedule, with intermittent periods of advertising and non-advertising. [blank_start]Pulsing[blank_end] is where continuity is maintained, but at certain times promotional efforts are stepped up

[blank_start]Media Planning[blank_end] is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand. [blank_start]Media objective[blank_end] is an objective formulated to organise a media plan. [blank_start]Media strategy[blank_end] is a plan of action designed to attain the media objectives. [blank_start]Medium[blank_end] is a general category of available delivery systems.

[blank_start]Media vehicle[blank_end] is a specific carrier within a medium category [blank_start]Reach[blank_end] is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time [blank_start]Coverage[blank_end] is the potential audience that might receive the message through a vehicle [blank_start]Frequency[blank_end] is the number of times the receiver is exposed to the media vehicle in a specified period

Media objectives should not be limited to those that can be accomplished through media strategies.

1. [blank_start]Analyse the Market[blank_end] 2. [blank_start]Establish Media Objectives[blank_end] 3. [blank_start]Develop Media Strategy[blank_end] 4. [blank_start]Implement Media Strategy[blank_end] 5. [blank_start]Evaluate Performance[blank_end]

What are the internal factors operating when picking the target market?

Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users

[blank_start]Target Market Coverage[blank_end] : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage [blank_start]The Media Mix[blank_end] : Adds more versatility to the media strategies by increasing coverage, reach and frequency levels. It also improves the likelihood of achieving overall communications and marketing goals. [blank_start]Creative aspects and mood[blank_end] : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message. [blank_start]Flexibility[blank_end] : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles

Problems in Media Planning include

What are the factors determining frequency levels?

What is the Brand Development Index (BDI)?

What is the Category Development index (CDI)?

Relative cost is the cost required to place the message; whereas Absolute Cost is the relationship between the price paid for advertising and the size of audience delivered (used to compare media vehicles)

What does this indicate in regards to BDI and CDI? e.g. high BDI/low CDI

Promoting certain international foods like edamame in traditional/small towns where interest in such foods is likely to be low would not make sense. It is better to advertise edamame in big cities instead which have a diverse population. This is an example of

Recency Planning (Part of Reach versus Frequency Media Strategy)