Lecture 2 - Media Planning

Question 1

What is the definition of media planning?

Answer 1

is the design of a strategy that show how investments in advertising time and space will contribute to the achievement of marketing objectives

Question 2

What is the challenge in media planning?

Answer 2

Determining how best to allocate the fixed advertising budget for a particular period

Question 3

What are the 4 steps in media planning?

Answer 3

1) Select target audience
2) Specify media objectives
3) Select media categories and vehicles
4) Buying media

Question 4

Explain step 1 of the media planning process

Answer 4

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

Question 5

Explain step 2 of the media planning process

Answer 5

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

Question 6

What are the marketing factors important to frequency?

Answer 6

Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group

Question 7

What are the message factors important to frequency?

Answer 7

Message complexity
Message uniqueness
New vs continuing campaigns
Image vs product sell
Message variation
Wearout
Advertising units

Question 8

What are the media factors important to frequency?

Answer 8

Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat exposures

Question 9

What are ‘ratings’?

Answer 9

the % of target audience that has opportunity to see advertisement in a given vehicle

Question 10

Explain gross rating points

Answer 10

Total audience, NOT TARGET AUDIENCE, exposed to advertising schedule

Reach x frequency

Question 11

Explain target rating points

Answer 11

GRP adjusted to include those in target audience only

Net weight

Question 12

Explain effective rating points

Answer 12

Three exposure hypothesis

Effective reach x frequency

Question 13

What is the three exposure hypothesis? (Krugman)

Answer 13

Addressed the minimum number of exposures needed for advertising to be effective

3-10 is optimumn range

Question 14

Explain step 3 of the media planning process

Answer 14

Select media categories and vehicles (e.g. traditional (TV), digital social

two types: media categories and vehicles

Question 15

What are media categories?

Answer 15

The general communication methods that carry advertising messages

Question 16

What are media vehicles?

Answer 16

The specific outlets (e.g. programmes, publications) in which adverts are placed

Question 17

Explain option 1 within step 3

Answer 17

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

Question 18

What are the media scheduling software steps?

Answer 18

Develop media database (vehicles, ratings and costs)

Select media objective (reach, frequency)

Specify constraints (budget constraints etc)

Question 19

Explain option 2 of step 3

Answer 19

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

Question 20

What is step 4 of the media planning process?

Answer 20

Buying media

Question 21

Explain the SAAB 9-5 media plan?

Answer 21

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

Question 22

What are the steps in programmatic advertising?

Answer 22

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

Question 23

What are the problems with programmatic advertising?

Answer 23

Relationship problems
Content conflict
Ad interference

Question 24

What are the trends in media planning and buying?

Answer 24

Multi screen media planning
Fragmentation of media consumption
Rapid innovation
Lean net zero

Question 25

What is multi screen media planning?

Answer 25

Where more than one screen is used in a campaign is on the rise

Question 26

What is fragmentation of media consumption?

Answer 26

results in a widening gap between reach and impact which means that effective reach must be the right reach (quality and relevance focus)

Question 27

What does lean net zero mean?

Answer 27

media plan by lowering campaign frequency and avoiding high carbon formats