Weaver MEDIA PLANNING - Changes • Agency Compensation (15% stat…now negotiated individually) • More Media (e.g. internet) • Media outlets are large and powerful now • Thinner margins for Media Agencies • ROI more important • Globalization • Consumers get Free Content • E-Commerce • Hyper-Clutter • Ethnic Media (on the increase) Media Planning Process Media Plan – specifies the media for messages to target audience Media Class – broad category of media (tv, radio, etc.) Media Vehicle – that particular class’s option (e.g. Nanaimo Daily News for newspaper) Media Mix – the effective blend of media used to obtain best GRP (reach and frequency). Reach and Frequency • Reach – number of people or households in a target audience that are exposed to the vehicle.
• Frequency – average number of times an
individual or household within the target audience is exposed to the vehicle within a given time period.
• GRP = Gross Rating Point = reach X
frequency
• Effective Frequency – number of times a
target audience needs to be exposed before the advertiser’s objectives are reached. Reach and Frequency • Continuity – pattern of placement of advertisements in the media schedule: – Continuous – Flighting – Pulsing MEASURING MEDIA EFFICIENCY • CPM (Cost Per Thousand) – dollar cost of reaching 1,000
• CPM-TM (CPM per Target Market)
see p. 504 for example
• CPRP (Cost per Rating Point) see
p. 504 for example
• Share of Voice = one brand’s ad
expenditures divided by total product category expenditures in a medium (see p. 510 for example) Discussion Questions • Question 2, p. 518 • Question 5, p. 518 MEDIA TYPES - Newspapers • Advantages – Geographic Selectivity – Timeliness – Creative Opp’s (lots of info at low cost) – Credibility – Audience Interest – Cost (low cost) • Disadvantages – Limited Segmentation – Creative constraints (low quality print medium) – Cluttered – Short Life Media Types - Magazines • Advantages – Audience Selectivity – Audience Interest – Creative Opportunities (better quality printing) – Long Life (saved issue by issue by subscribers) • Disadvantages – Limited reach and frequency – Clutter – Long lead times – Cost (more expensive than newspaper) Media Types – TV • TV advantages – – Creative opp’s – Coverage, Reach, Repetition – Cost per contact (for broad masses) – Audience Selectivity • TV disadvantages – – Fleeting Message – High Absolute cost – Poor Geographic selectivity – Poor Audience attitude and attentiveness – Clutter Types of Advertising - Radio • Advantages – Cost (tends to be most cost effective per target audience) – Reach and Frequency – widest exposure (portable medium) – Target Audience Selectivity – geographic, demographic and psychographic • Disadvantages – Poor audience attentiveness – Creative limitations – Fragmented audiences – Chaotic buying procedures Discussion Questions • P. 556 – Question 1 – Question 6 – Question 7 – Question 8 – Question 9