Lecture 2 - Media Planning Flashcards
What is the definition of media planning?
is the design of a strategy that show how investments in advertising time and space will contribute to the achievement of marketing objectives
What is the challenge in media planning?
Determining how best to allocate the fixed advertising budget for a particular period
What are the 4 steps in media planning?
1) Select target audience
2) Specify media objectives
3) Select media categories and vehicles
4) Buying media
Explain step 1 of the media planning process
Need to determine which markets recieve most media emphasis and match appropriate media
4 main info types used to segment audiences: behavioural data, geographic, demographics, lifestyle
Explain step 2 of the media planning process
Multiple objectives
1) Reach - % of audience that is exposed at least once to the vehicle in which message is inserted
2) Frequency - no. of times during planning period that members of target audience are exposed to media vehicles carrying message
3) Weight - the advertising volume required to accomplosh advertising objectives
3 metrics (based on ratings): Gross ratings, target ratings, effective ratings
4) Continuity - the matter of how the media budget is allocated during the course of an advertisinf campaign
3 options: continuous, pulsing, flighting
5) Recency - recency theory states that advertising needs to be directed at target audience who are in market and ready to buy
3 principles: powerful first exposure, influencing brand choice, optimising weekly reach
6) Costs - media planners attempt to allocate bdgget in a cost efficient manner
criteria: CPM = cost of ad/ no. of total contacts reached
CPM-TM = cost of ad/ no. of target market contacts reached
What are the marketing factors important to frequency?
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
What are the message factors important to frequency?
Message complexity
Message uniqueness
New vs continuing campaigns
Image vs product sell
Message variation
Wearout
Advertising units
What are the media factors important to frequency?
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat exposures
What are ‘ratings’?
the % of target audience that has opportunity to see advertisement in a given vehicle
Explain gross rating points
Total audience, NOT TARGET AUDIENCE, exposed to advertising schedule
Reach x frequency
Explain target rating points
GRP adjusted to include those in target audience only
Net weight
Explain effective rating points
Three exposure hypothesis
Effective reach x frequency
What is the three exposure hypothesis? (Krugman)
Addressed the minimum number of exposures needed for advertising to be effective
3-10 is optimumn range
Explain step 3 of the media planning process
Select media categories and vehicles (e.g. traditional (TV), digital social
two types: media categories and vehicles
What are media categories?
The general communication methods that carry advertising messages
What are media vehicles?
The specific outlets (e.g. programmes, publications) in which adverts are placed
Explain option 1 within step 3
Media scheduling software
There are innumerable advertising schedules available to media planners
Media scheduling software facilitates the selection of optimised schedule taking into account objectives and constraints
What are the media scheduling software steps?
Develop media database (vehicles, ratings and costs)
Select media objective (reach, frequency)
Specify constraints (budget constraints etc)
Explain option 2 of step 3
Evaluate criteria for media category
Criteria includes costs, richness, interactive properties, audience profile, vehicle atmosphere, technica characteristics, audience/ product characteristics
Use these criteria alongside strengths and weaknesses of each category
What is step 4 of the media planning process?
Buying media
Explain the SAAB 9-5 media plan?
Target audience: upscale families and relatively affluent older consumers in US
Objectives: generate excitement for new model line, increase awareness, encourage consumers to visit dealers, increase unit sales
creative strategy: 9-5 positioned as luxury automobile capable of delivering perfomance and safett
Media strategy: Generate high levels of reach and frequency, and develop a 6 month media strategy
What are the steps in programmatic advertising?
1) User visits a website
2) Website interacts with an Ad exchange or SSP
3) SSP shares information with DSPs
4) Advertisers places bid through a DSP
5) Highest bid wins ad space
What are the problems with programmatic advertising?
Relationship problems
Content conflict
Ad interference
What are the trends in media planning and buying?
Multi screen media planning
Fragmentation of media consumption
Rapid innovation
Sustainable media planning - i.e. Lean net zero
What is multi screen media planning?
Where more than one screen is used in a campaign is on the rise
What is fragmentation of media consumption?
results in a widening gap between reach and impact which means that effective reach must be the right reach (quality and relevance focus)
What does lean net zero mean?
media plan by lowering campaign frequency and avoiding high carbon formats
Why is accurate and precise target market segmentation crucial in media planning?
its key because it allows media planners to determine which target markets to focus on and to select the most appropriate media channels to reach them
Explain the difference between reach and frequency in media planning
Reach: the percentage of the target audience exposed to an advertisement atleast once
Frequency: number of times on average, the target audience is exposed to advrtisement during media planning period
What are the three weight metrics used in media planning, and how do they differ?
(1) Gross Rating Points (GRPs), which measure total audience exposure; (2) Target Rating Points (TRPs), which adjust GRPs to include only the target audience; and (3) Effective Rating Points, which consider the effective reach and frequency (typically 3-10 exposures) necessary for impact.
What is recency theory, and how does it impact media planning decisions?
Recency theory suggests that advertising is most effective when it reaches consumers who are currently in the market and ready to buy. Therefore, the focus should be on reaching the highest percentage of the target audience continuously, influencing brand choice at the point of purchase.
