advertising media planning main idea: how much of your target are you reaching, and how many times?...
TRANSCRIPT
advertising media planning
Main idea: how much of your target
are you reaching, and how many times?
Reach & Frequency
gross impressions
The raw numbers of media audiences, in duplicated form (the same person can
be counted more than once)
The total number of different persons exposed to an ad at least once, as a percentage of the total population of
the target audience
Total Target 100%
80%Reach
target audience reach
reach & frequency
When to emphasize reach
New product introduction
New marketing/advertising objectives
Increase brand awareness
Sales promotion support
Exploit competitor weaknesses
reachRadio Delivery Analysis
58.0
63.7
67.169.3
70.7 71.8 72.6 73.2 73.6 74.0 74.3
45.7
-
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
100 200 300 400 500 600 700 800 900 1,000 1,100 1,200
Target Rating Points (TRPs)
% R
each
The average number of times the audience reached is exposed to a
specific advertisement
4.0xFrequency
=
frequency
reach & frequency
When to emphasize frequency
Lack of unique message
Limited brand differentiation
Significant competitive noise levels
Combat competitive attack
Overcome media and/or budget limitations
frequency
Frequency distribution
Quintiles
Individual exposures
Relationship of reach to frequency
Reach x frequency=GRPs
Inversely related
effective frequency
Effective frequency numbers
Standard 3+ for TV or printCould be higher (5+) for radioFrequency caps for internet
Effective reach numbers (usually 3+)
Identify reach goal at established effective frequency level
The percent of the target exposed to a message a specific
number of times, thereby communicating the message
effectively
Usually 3+
+
+
+
+
+
Message Frequency% Target
75%
65%
55%
45%
35%
Reach 55% of the target 3 or more times
effective reach
effective (3+) reachRadio Delivery Analysis
58.0
63.7
67.169.3
70.7 71.8 72.6 73.2 73.6 74.0
27.6
36.5
42.5
46.649.6
51.953.7
55.1 56.3 57.2
74.3
45.7
58.0
13.2
-
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
100 200 300 400 500 600 700 800 900 1,000 1,100 1,200
Target Rating Points (TRPs)
% R
each Reach
3+ Reach
media mix
When to mix media types
Extend reach
Flatten frequency distribution
Reinforce message/creative synergy
Reach different audiences
media mix
Estimating media mix reach & frequency
Random duplication
Reach= (a + b) – (a*b)
MEDIA BUYINGMEDIA BUYING
some considerations in buying media
Supply & demand
Media buyer input
Media buying experience
cost-per-thousand
CPM = cost to reach 1,000 people in the target
Important to evaluate the price versus the amount of audience
cost-per-thousand
Print Media
CPM =Cost of 1 page X 1,000
# of prospects (readers or circulation)
cost-per-thousand
Broadcast Media
(based on homes or audience reached by a given program or time)
CPM = Cost of 1 unit of time X 1,000
# of homes or persons (audience)
Example
(Cost / Audience) X 1,000=CPM
($411,250 / 60,120,600) x 1,000
= $6.84
cost-per-thousand
measuring audiences in advertising vehicles
Cost-per-rating point (CPP)
Important to evaluate the price versus the amount of audience
represented by the ratings
cost-per-point
Broadcast Media
(based on homes or audience reached by a given program or time)
CPP =Cost of one unit
Program rating: household/demo
Example
Everybody Loves Raymond Series Finale
Unit Cost/TRPs=CPP
$500,000/12.5
= $40,000 CPP
cost-per-point
media costs
TV – buy “spots” (standard :30)
Television
Dayparts
Network TV
Local Stations
Syndication
Cable TV
media costs
Radio – buy “spots” (standard :60)
Network radio
Spot radio
media costs
Magazines – buy pages (standard FP4C)
General-interest (dual-audience) magazines
Women’s service magazines
Home (shelter) magazines
“Twenty-something” adult magazines
media costs
Newspapers – buy “column inches” (i.e., 3 cols x 10.5” = quarter page)
Run of paper
Supplements
Custom inserts
media costs
Internet – buy “impressions”
Banners
Rich media
Other Internet advertising
media costs
Internet – can also buy other ways:
Cost-per-click (CPC) standard for search
Cost-per-acquisition (CPA) for direct response campaigns
media costs
Out-of-home media – buy “panels” for 4 weeks
Poster panels
Bulletins
Transit advertising