12 - Media Planning Essentials Flashcards
2 types of advertising expenditures
- Measured media (above-the-line promotions) - traditional advertising (TV, radio, internet…)
- Unmeasured media (below-the-line promotions) - everything else (coupons, events, internet search, shelf placement…)
Media planning definition
Determines where and when the advertiser’s money is spent.
Media plan definiton
Specifies the media in which advertising messages will be placed to reach the desired target audience.
Media class definition
A broad category of media, such as television, radio or newspapers.
Media vehicle definition
Particular option for placement within a media class
Media mix definition
Blend of media that will be used to reach the target audience.
Micromarketing
a marketing strategy that uses consumer data and demographics to identify the interests of specific individuals or very small groups of like-minded individuals and influence their thoughts or actions.
Single-source tracking services
Offer info not only on demographics but also on brands, purchase size, purchase frequency, prices paid, and media exposure
Determining the geographic scope of media placement
Identify media that cover the same geographic area as the advertiser’s distribution system.
Geo-targeting definition
Placement of ads in geographic regions where higher purchase tendencies for a brand are evident.
Reach definition
The number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.
Frequency definition
The average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time (typically a week or a month)
Effective frequency definiton
The number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met - either communications objectives or sales impact.
Effective reach definition
The number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times.
Message weight definiton
The gross number of advertising messages or exposure opportunities delivered by the vehicles in a schedule.
Gross impressions definition
The sum of exposures to the entire media placement in a media plan.
Potential ad impressions definition
Exposures by the media vehicles carrying advertisements
Message impressions definition
Exposure to the ads themselves
Gross Rating Points (GRP)
The product of reach times frequency (r*f)
Continuity definition
Pattern of placement of advertisments in a media schedule
Continuous scheduling definiton
Pattern of placing ads at a steady rate over a period of time.
Flighting definition
Scheduling heavy advertising for a period of time, usually two weeks, then stopping advertising for a period, only to come back with another heavy schedule.
Pulsing definition
Ads are scheduled continuously in media over a period of time, but with periods of much heavier scheduling (the flight). Good technique for for products that are sold regularly, such as clothes.
Forgetting function
We can predict peoples forgetting patterns - 1958 Hubert Zielske study
Square root law
The recognition of print ads increases with the square of the illustration.
Share of voice definiton
The calculation of any one advertiser’s brand expenditures relative to the overall spending in a category
Cost per thousand definition (CPM)
The dollar cost of reaching 1,000 members of an audience using a particular medium
Media buying definition
Securing the electronic media time and print media space specified in a schedule
Agency of record definiton
The ad agency chosen by the advertiser to purchase time and space.
Media-buying service definition
An independent organization that specializes in buying large blocks of media time and space and reselling it to advertisers.
Media Objectives
- Identify target audience
- Geographic scope
- Timing and continuity
- Media Context / fit
- Size & length
Identify target audience (Media Objectives)
♠ The Challenge
• Find similarities between the TGT MKT and media audience
♠ Use data
• Media research organization (MRI, Simmons)
• Single-source tracking services (Nielsen)
♠ Not easy!
• Apples and oranges problem
Geographic scope (Media Objectives)
♠ The Challenge:
- Identify media that cover the same geographic are as the brads distributing system.
♠ Geo-targeting:
- Place ads in geographic areas where purchasing of a brand is higher
Timing and continuity options (Media Objectives)
- Continuous
- Pulsing
- Flight
Media Context / fit (Media Objectives)
♠ The Challenge:
- Chosen media must be compatible with the advertising strategy
- Chosen media must reflect positively on the brand—tone must be appropriate
♠ Remember …
- The source itself can effect perceptions of the brand
Size & length (Media Objectives)
♠ The Challenge:
- Determine the appropriate size (print) or length (electronic) of the ad
♠ Decisions based on:
- Creative requirements (e.g., image development -> longer ads)
- Media budget
- Competitive environment
21st Century Media Planning Trends
- More Media
- Globalization
- Consumer Empowerment
More media (21st Century Media Planning Trends)
♠ All new sorts of media “species”
• viral marketing, branded entertainment, etc.
♠ New media & IBP
• cheaper and can be more effective
Globalization (21st Century Media Planning Trends)
- Media are now transnational
- Companies can reach all new markets
- Exiting and challenging - How can media
planners measure audiences across cultures?
Consumer Empowerment (21st Century Media Planning Trends)
♠ Consumers are accustomed to free content
- Why pay for a magazine when we can read its content online for free?
♠ Consumers choose more no-ad channels and have more tools to avoid ads
- People will pay to avoid ads
♠ Consumers co-create brands
- We buy, review, and ultimately help shape brand
identities
Identifying target audiences …
Is where “art” can be seen in the area of media planning; it takes creative vision to find media vehicles that speak to very specific customer
profiles
Media selection - competitive media assessment
‣ The premise • Assess competitors’ media spending ‣ Especially useful • Several major brands going after the same consumer MKT
Regarding efficiency measures …
Remember that they are based on cost and coverage and say nothing about the quality / effectiveness of the advertising
