2. Class Objectives
Describe how a media plan helps accomplish objectives
Calculate gross rating points and cost per thousand
Define reach and frequency and discuss effective frequency
Discuss how reach, frequency and continuity are related
3. What is Media Planning?
The purpose of media planning is to conceive, analyze, and
creatively select channels of communication that will direct
advertising messages to the right people in the right place at the
right time.
Photo c/o bbc.co.uk
4. Decisions and Issues
Where?
Whichmedia?
Whattime ofyear?
Howoften?
How tointegrate?
Volkswagen used several forms of media to promote its Buy a new
Beetle, get an iPod campaign in 2003.The ads were aimed at young,
high-income, design-conscious, adventure seekers.
Television ad:
http://www.youtube.com/watch?v=vfC-HGEwuO4
Print ads c/o autospies.com and adverbox.com.Video ad c/o
YouTube.
5. Challenges of Media Planning
More competitors
Rising costs
Media complexity
Greater audience fragmentation
More media options
6. Increasing Media Options
7. Marketing Plan
AdvertisingPlan
Determine media strategy
Select media classes
Select media within classes
Media use decisions
Broadcast
Print
Other media
Media within the Marketing Framework
Situation Analysis
Set media objectives
8. Setting Media Objectives
Audience Objectives define the types of people the advertiser wants
to reach.Planners select the appropriate media vehicles to reach
those targets.
Distribution Objectives define where, when and how often
advertising should appear.They do so using metrics like message
weight, reach, frequency and continuity.
9. Adimpressions
Grossimpressions
Gross ratingpoints(GRPs)
Defining Media Objectives
Message-Distribution Objectives
AudienceSize
MessageWeight
AudienceAccumulation& Reach
ExposureFrequency
Continuity
10. Adimpressions
Grossimpressions
Gross ratingpoints(GRPs)
Defining Media Objectives
Message-Distribution Objectives
AudienceSize
MessageWeight
AudienceAccumulation& Reach
ExposureFrequency
Continuity
Audience Size counts the total number of people in a vehicles
audience.
Circulation: subscriber and newsstand copy sales
11. Readers per copy: how many people read one copy of a printed
vehicle 12. Pass-along readership rate:those who read a copy
without buying it
