adv media slection

8/6/2019 Adv Media Slection

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Nature of media strategy

Media planning Media buying

Media choices

B-to-B media selection


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` The process of analyzing and choosing

media for an advertising and promotional

campaign.` Finding the right places to speak to potential

consumers is an increasingly challenging task


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` Focus on consumer behavior

` Create plans that reflect purchase process

` Influence consumer in the marketplace

` No two plans alike, usually includes:


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1. Marketing Analysis (careful consideration of target

market(s))

2. Advertising Analysis (fundamental Advertising Strategy

and Budget)

3. Media Strategy (Media to be used and creativedecisions)

4. Media Scheduling (What ads when and where)

5. Justification and summary (measures of goal

achievement orM

etrics of success)


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Media Buyer

Media Planner

Client

Account

ExecutiveCreative


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` Formulates media program

` Conducts research on audience characteristics

` Matches media with target market characteristics


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` Works closely with media planner

` Purchases media time and space

` Stay in constant touch with sales representatives


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` 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 planvehicles 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/Vehicles 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 entireaudience


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` Herbert states that it takes a minimum of threeexposures for an advertisement to be effective.

` It is based on 2 concepts

` Effective frequency: no of times a target audience

must be exposed to a message to achieve a particularobjective

` Effective reach:% of an audience that must beexposed to a particular message to achieve a specificobjective

Objective Increase brand recognition visual important

Increase brand recall frequency important


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` 3 exposure hypothesis is based on intrusion value

of advertisements.

Intrusion value is the ability of media or an

advertisement to intrude upon a viewer without hisor her voluntary attention.

` This theory suggests that consumers attention is

selective and focused on his or her personal

needs.


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` The closer or more recent is an ad to a purchase

,the more powerful the ad will be.

` More attention is paid to an ad if consumer

contemplates a future purchase of the productbeing advertised

Impact dissipates over time

Maximize exposure

Run ads over longer period of time Place ads in multiple outlets


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` TV

` Radio

` Outdoor

` Internet

` Magazines` Newspapers

` Direct Mail

` Alternative Media

leaflets, brochures, carry-homes, Ads on carry-homes, Ads onT

-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


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Advantages Disadvantages

High reachHigh frequency potential

Low cost per contactCreative opportunitiesHigh intrusion valueSegmentation possibilities

ClutterChannel surfing during

commercialsShort amount of copyHigh cost per adLow recall due to clutter


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Low cost per spotLow production costUse of music

High segmentationpotential

Flexibility in making newads

Ability to modify adsquickly and locally

Mobility

Short exposure timeLow attentionPoor national audience

capabilityTarget duplication in many

areas


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Large adsSelect geographic areasAccessible for local adsLow cost per impressionBroad reachHigh frequency

Legal limitationsShort-exposure timeBrief message

Limited segmentationCluttered travel routes


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Priority to local adsCoupons and special

response adsHigh credibilityStrong audience interestLonger copyHigh flexibilityCumulative volume

discounts

ClutterShort time spanPoor quality reproduction

Limited audiencePoor national buying

procedures


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adv media slection

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