Media Characteristics

Myth:
Myth: media
media == advertising
advertising

Not true:
media is used by all types of MC messages

Myth:
Myth: medias
medias only
only job
job is
is to
to expose
expose the
the
message
message

Not true:
media also must add value for their clients

What is the Media?

The media: The umbrella term
that includes all types of print and
electronic communication (TV,
radio, newspapers, magazines,
outdoor, mail, etc.)

Different Media Classifications

Mass Vs. Niche Media

Mass
Mass Media
Media

Vehicles
Vehicles reaching
reaching the
the
masses
masses (large,
(large,
diverse
diverse
audiences)
diverse
audiences)
diverse audiences)
audiences)

Niche
Niche Media
Media

Vehicles
Vehicles focusing
focusing on
on aa
defined
defined group
group who
who
share
share aa characteristic
characteristic

Different Types of Media

Addressable Media: Carry

messages to identifiable
customers or prospects
Interactive Media: Allow both
companies and customers to
send and receive messages

Media Planning
A plan of action to communicate a message to a
target market a the right time, and right frequency.

The goal of a media plan is to be efficient: to gain

maximum exposure at minimum cost.

2005 Pearson Education

Canada Inc.

5-7

Media Plan
A document outlining how a clients budget will be
spent.
Media
MediaObjectives
Objectives
Media
MediaStrategies
Strategies
Media
MediaExecution
Execution
2005 Pearson Education
Canada Inc.

5-8

3 crucial decisions
Where (location)
When (timing)
What media (mix)

Media are the bridge that connects

Organizations

Consumers

Media Planning
The decision of a strategy that shows how
investments in advertising time and space
will contribute to achievement of marketing
objectives

Marketing
strategy

Advt.
Advt
objectives
objecti
ves

Advt.
budget

Mess.
strategy

Media strategy
Target audience selection
objective specicification
Media & vehicle planning
Media enquiry

Mess.
synergy

The Basics
Media
Media research
research
Analyzing
Analyzing target
target audiences
audiences and
and media
media options
options

Media
Media planning
planning
Process
Process of
of developing
developing aa good
good media
media plan
plan

Media
Media buying
buying
Execution
Execution of
of aa media
media plan
plan

What Are The Media Planning Steps?

Step
Step 1:
1: Media
Media targeting
targeting

Planning
Planning
Steps
Steps

What Are The Media Planning Steps?

Step
Step 1:
1: Media
Media targeting
targeting

Planning
Planning
Steps
Steps

Step
Step 2:
2: Determining
Determining media
media
objectives
objectives

Specifying media objectives

What program of the population should be
reached with advertising message during
specified period (reach)
How frequently should audience be exposed
to message during this period (frequency)
How total advertising is needed to
accomplish reach and frequency objectives
(weight)

 How should the advertising budget be

allocated over time (continuity)
How close to the time of purchase should
the target audience be exposed to the
advertising message (recency)
What is the most economically justifiable
way to accomplish objectives (cost)

Reach
The percentage of the target audience that is
exposed ,at least once , within a time frame
to the vehicles in which the ads are placed
The time frame most frequently used is a
four week period

Frequency
The number of times ,on average , during a
media planning period that members of the
target audience are exposed to media
vehicles that carry the brand s ad

Broadcast Audience Measurement

Ratings points:

1 rating point = 1%
of a communication vehicles coverage
area that has been exposed to a
broadcast program
Example: Super Bowl 40 national
rating means 40% of all U.S.
households were tuned in

Old notion of media: just a way

to deliver messages
New concept: a way to break into
the culture and connect companies
and customers

Media planning

Readership
Profile of readers
Commercial broadcasting
TV240 channels
Cinema
Placement of advertisements
Space
Time
Placing
Spacing
Total number of insertions
Empirical approach media research/ Advertisement decisions
Media scheduling- based on availability of media and cost

Media
Print
TV
Outdoor

Budget

Details
Newspaper, Day,
Location, Size.
One ad every month in 5
newspapers.
10-30 second spots on
Prime Time channels.
Buses fully painted, POP
material, Hoardings, Size,
Location, Time period.

Others
Shop signs
Window Displays
POP
Shelf space
Consumer promotion
Dealer Promotions
Non traditional media like Blogs, Sweepstakes, Direct mail, Podcasts.

Media mix
Budget
Optimal mix (so maximum reach)
LC stage---media type
class
vehicle

Mix strategy

Share of voice

Media Concentration few media

V/S
Media Dispersionmore media

Media category selection

More peoplemass
Window shoppersPOP
One on oneselling
Direct Response Media

Media tactics

Reach
Frequency
Road blocking
Cost per rating Point (CPP)- cost / rating of the
vehicle
Cost per Thousand Impressions (CPM)- cost/
gross impressions* 1000
Gross Impressions- audience size*rating/100

What Are Ratings?

Ratings, in an advertising sense, simply mean
the percentage of an audience that has an
opportunity to see an advertisement placed
in a particular vehicle.

Weight: Gross Rating Points

Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering
GRPs=Reach(R) X Frequency(F)

The Simple Formula to Calculate GRPs

Gross Rating Points (GRPs) = Reach x Frequency
Print example
50 reach X 5 insertions = 250 GRPs

Broadcast example
6 (rating) X 5 (frequency) = 30 GRPs

Continuity
How advertising is allocated during the
course of an ad campaign
Continuous :An equal of relatively equal
amount of money is invested throughout the
campaign
Pulsing : some advertising is used
throughout the campaign but the amount is
varied through period to period
Fighting: the advertiser varies expenditure
throughout the campaign and allocate zero
expenditure on some months

Recency
Consumers' first exposure to an advertisement for
a brand is the most powerful
Advertisings primary role is to influence brand
choice brand choice and it does influence for the
subset of consumers who are in the market for the
product category at the time a brand in that
category advertises
Achieving a high level of weekly reach for a brand
should be emphasized over acquiring heavy
frequency

Determining Media Cost

Cost per thousand (CPM):
What a communication vehicle
charges to deliver a message to 1,000
members of its audience
Used commonly for print media
Cost of ad unit X 1,000 = CPM
Circulation or audience

How Does Cost Affect Media Selection?

Magazine A

Magazine B

Cost of a
Full Page Ad:

$20,000
$20,000

$30,000
$30,000

Circulation:

800,000
800,000

1,500,000
1,500,000

$20,000
$20,000 xx 1,000
1,000
800,000
800,000

$30,000
$30,000 xx 1,000
1,000
1,500,000
1,500,000

= $25

= $20

CPM:

What Are The Media Planning Steps?

Step
Step 1:
1: Media
Media targeting
targeting

Planning
Planning
Steps
Steps

Step
Step 2:
2: Determining
Determining media
media
objectives
objectives

Step
Step 3:
3: Determining
Determining media
media
strategies
strategies
Step
Step 4:
4: Determining
Determining media
media
Scheduling
Scheduling

Media scheduling
Continuous
Reminder
Demand through the year

Fighting
Bursting
Pulsing

Affected by:
Seasonality
Product life cycle
Interval between purchase
New product launch

Most Organizations Use One of These

Three Scheduling Strategies

An Example of a Media Schedule

Media Scheduling
Even

Skip

Pulse

Seasonal

Blitz

Build-Up

2005 Pearson Education

Canada Inc.

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Reach / Frequency / Continuity

Reach
Reach

Total audience exposed to a message

one or more times in a period, usually
a week.

Frequency
Frequency

The average number of times a

message has been exposed to an
audience over a period of time.

Continuity
Continuity

The length of time required to

generate impact on a target.

2005 Pearson Education

Canada Inc.

5-40

Measure media Effectiveness

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