Lecture 5- Media Planning Wont be in exam - use it in the pitch Media Vs Vehicles Media = general communication methods that carry advertising messages (i.e., television, magazines, newspapers, etc.). Vehicles = specific broadcast programs or print choices or e-applications in which advertisements are placed (e.g., Cosmopolitan, TV shows, or corporate/commercial web sites). The Media Planning Stages Media research Analyzing target audiences and media options Media planning Process of developing a good media plan Media buying Execution of a media plan Definitions Media planning - Traditionally media planning was concerned with the selection and scheduling of paid media vehicles to carry a message on behalf of an advertiser The design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives (Shimp 2007)
What are the Media Planning Steps? Step 1: Media targeting Planning Steps Step 2: Determining media objectives Determining Media Objectives 1. What proportion of the population should be exposed to the advertising message during specified period (reach) 2. How many times should the audience be exposed to message during this period (frequency) 3. How much advertising is needed in total to accomplish reach and frequency objectives (weight) Reach · Reach is the percentage of a target audience that is exposed, at least once, during a specified time frame (usually a four week period, at least once) to the vehicles in which our advertising message is inserted. . Represents the percentage of all target customers who have an opportunity to see or hear the advertiser's message one or more times during this time period. · Other terms used by media planners for describing reach are: net coverage, and unduplicated audience. · Ideal objective: 100% reach but can't gurantee it, only when we have an evaluation so we can get an understanding in terms of measurement Determinants of Reach · Use of multiple media · Diverse vehicles within each medium · Variation in the dayparts in the case of radio and TV advertising (e.g. prime time and non- prime time) Frequency · Frequency is the number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand's advertising. · How often they see the medai (magazine) . The average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time period. . Calculate this in advance for the presentation. Don't need to include the table, just work it out beforehand - what frequency is and what it's based on The concept of Frequency Distribution
In the hypothetical situation, 90% of the Chanel Perfume's target audience is reached by the advertising schedule and they are exposed an average of 2.2 times during the four-week advertising schedule in Cosmopolitan.