Media plan

• Definition
• Challenges in media planning
• Advertising agency organization
 SMRB Data
• Cross tabulations of demographic groups
with product usage and with media vehicle
usage
• Indexed based on 100 = average
• Watch for population size
 Survey of Buying Power
• Annual publication from Sales and
Marketing Management
• Geographic regions with population,
income, retail sales figures
• Creates buying power index
• Uses?
 Applications
• BDI and CDI are both high
• BDI is high, CDI is low
• BDI is low, CDI is high
• BDI and CDI are both low
 Media Planning
• Finding the best way to get the message to
the target market. “Best” means largest part
of market at best price and in best media
environment for the message
• Media/Medium: general category as TV,
radio, newspaper, magazines, direct mail
• Media vehicle: specific carrier within a
medium: Time magazine or Today Show
 Scheduling
• Continuity
• Flighting
• Pulsing
 Buying terms
• Exposures
• Reach
• Coverage (waste coverage)
• Frequency
• Exposures
• Gross Impressions
 Gross Rating Points (GRP)
• Reach X Frequency = GRP
• 45% of target market saw ad twice
• 90% of target market saw ad once
• 10% of target market saw ad 9 times
• 2500 GRPs = 70% awareness
• 1000-2500 GRPs = 33% awareness
• <1000 = almost no awareness
• TRP
 Some rules of thumb:
One exposure during purchase cycle has little or no effect
Central goal?
Frequency of two
Beyond frequency of three
CPM: Cost per Thousand

CPM = Cost of Ad X 1000

Media Audience