media planing
TRANSCRIPT
Chapter NineMedia Planning , Selection and
Scheduling
By :Pranip Bajracharya
Media researchAnalyzing target audiences and media options
Media planningProcess of developing a good media plan
Media buyingExecution of a media plan
Media researchAnalyzing target audiences and media options
Media planningProcess of developing a good media plan
The Basics
Media planning
• Media-Transmission device for delivering the ad message to target audience
• A process for determining the most cost-effective mix of media for achieving a set of media objectives
• a plan of action to communicate a message to the right people, at the right time, and the right frequency– The goal of a media plan is to be efficient: to gain
maximum exposure at minimum cost
PlanningSteps
Step 1: Media targeting
Step 2: Determining media objectives
Step 3: Determining media strategies
Step 4: Allocate Budget for Media
Step 1: Media targeting
Step 2: Determining media objectives
Step 3: Determining media strategies
What Are The Media Planning Steps?
Step 5: Determining media Scheduling
Reach/Frequency/ Continuity
ContinuityThe length of time required to generate impact on a target
Reach
Total audience exposed to a message one or more times in a period, usually a week
Gross Rating PointsCalculated by multiplying reach and frequency
Frequency
The average number of times a message has been exposed to an audience over a period of time
Reach:– The percentage of an– audience that has had the– opportunity to be exposed to a– media vehicle within a specified – period of time
Ideal goal: 100% reach
Frequency:
• The average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time period•Frequency to be effective: 3-10 exposures• Varies widely by brand
Gross Rating Points (GRPs):
• The combined measure of reach and frequency indicating the weight of a media plan •The more GRPs, the more “weight” a plan has
Gross Rating Points (GRPs) = Reach x Frequency
Spot run Home A
Home B
Home C
Home D
Total Exposures
1st time X X 22nd time X X 23rd time X 14th time X X X 3Total Exp. 2 0 3 3 8
•Four television homes = universe•Three homes or 75% of universe receive message. That’s a rating of 75.•In total, the message had 8 exposures8 exposures divided by number of homes hit = exposures. 8_exposures = 2.67 average exposures 3 homesReach times frequency equals gross ratings points:75 rating (3 homes hit in universe of 4) times 2.67 exposures = 200.25 gross rating points.
Television :Advantages and Disadvantages
5-11
Radio Advantages and Disadvantages
Newspaper Advantages and Disadvantages
Magazine Advantages and Disadvantages
Outdoor Advantages and Disadvantages
Factors Affecting Media Choice
• Ad Objective• Nature of Product• Type of Customer• Nature of Ad Message• Coverage of Media• Impact of Media• Cost of Media• Competitor’s choice
Media scheduling
• Concerned with buying time and space• Shows number, size and timing of ads• Methods are– Continuity – Concentration– Flighting– Pulsing
Thank you