Week 2 - Media Planning Flashcards
Media Planning Definition + Reference
Media Planning = The design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives (Shimp & Andrews 2013).
What is the main challenge in Media Planning? + reference.
Challenge in Media Planning = Determining how best to allocate the fixed advertising budget for a particular planning period among ad media, across vehicles within media, and over time (Shimp & Andrews 2013).
What are the 4 steps of interrelated activities of Media Planning? + reference.
- Select target audience.
- Specify media objectives.
- Select media categories + vehicles.
- Buying Media
(Shimp & Andrews 2013).
Why is selecting an appropriate target audience important (1st step of Media Planning) + what are the categories to segment consumers + reference?
- Need to determine which target markets receive the most media emphasis and match the most appropriate media.
Segmentation of consumers by:
- Behavioural data (incl. product usage).
- Geographic data.
- Demographics.
- Lifestyle / psychographics.
(Shimp & Andrews 2013).
What is included in specifying the media objectives (list the 6 objectives) + reference?
Objectives:
- Reach.
- Frequency.
- Weight.
- Continuity.
- Recency.
- Costs.
What is ‘Reach’ as a Media Objective + determinants of reach? + reference.
Reach = % of target audience that is exposed, at least once, during a specified timeframe to vehicle in which our message is inserted.
Determinants of Reach:
1. Use of multiple media.
2. Number + Diversity of Vehicles.
3. Diversity of dayparts (prime time / fringe time).
(Shimp & Andrews 2013).
What is Frequency as a Media Objective + reference?
Frequency = No. of times, on average, during the media-planning period that members of the target audience are exposed to media vehicles carrying the brand’s message.
- At outset of campaign, reach is high + frequency is low, but as campaign progresses, reach slows + frequency develops.
(Shimp & Andrews 2013).
What is ‘Weight’ as a Media objective + reference?
Weight = The volume (weight) required to accomplish advertising objectives.
There are 3 weight metrics:
1. Gross Ratings (Total Audience exposed (Reach x Freq.)).
- Target Ratings (GRP adjusted to incl. those in target audience only (Net Weight)).
- Effective Ratings (e.g. % of target audience exposed to the message 3-10 times).
- Addresses the min. number of exposures needed for ad to be effective.
- Ratings refer to % of target audience that has opportunity to see advertisement in a given vehicle.
(Shimp & Andrews 2013).
What is Continuity as a Media Objective + reference?
Continuity = The matter of how the media budget is allocated during the course of an ad campaign.
- Continuity options:
1. Continuous (low but consistently spent - no seasonality)
- Pulsing (Low then high spikes - slight seasonality or events)
- Flighting (Looks like Blocks on a bar graph - multiple periods of sudden increase, flat, then sudden drop off - high seasonality or big events, etc)
Provide examples of continuous, pulsing, and flighting advertising spend
Continuous: Toothpaste, purchased regularly so is continuously advertised
Pulsing: Soft Drinks (e.g. Coca Cola) - continuously advertised but spikes when demand is high during summer or christmas
Flighting: Halloween costumes, only advertised during halloween, completely withdrawn for rest of year
What is Recency Theory and Principles of Regency (Shelf Space Principle) as a media objective + reference?
Recency Theory = Advertising needs to be directed at target audience who are in the market and ready to buy.
“The idea is to be there at the time the consumer is making the purchase decision” (Erwin Ephron).
Principles of Regency:
1. Powerful first exposure (3x more powerful).
2. Influencing brand choice (esp. those in the market for that product category).
3. Optimising weekly reach (over frequency).
- (Shimp & Andrews 2013).
What are Costs as Media Objectives + 2 references?
Media planners attempt to allocate the advertising budget in a cost-efficient manner subject to satisfying criteria.
Cost-per-thousand criteria/relative costs:
CPM = Cost per ad / No. of total contacts reached (000s).
CPM - TM = Cost of Ad / No. of target market contacts reached (000s).
(Belch & Belch 2021)
(Shimp & Andrews 2013).
What are Media Categories and Vehicles (step 3 of media planning process) + reference?
Media Categories = The general communication methods that carry advertising messages (e.g. Traditional (TV), Digital, Social).
Media Vehicles = The specific outlets (e.g. programmes, publications) in which adverts are placed (e.g. The Economist, Masterchef).
(Shimp & Andrews 2013).
What are the options when selecting Media Categories and Vehicles (Step 3 of media planning) + reference?
Option 1 = Media Scheduling Software.
Media scheduling software facilitates the selection of an optimised advertising schedule taking into account:
- Relevant objectives.
- Constraints.
Option 2 = Evaluate criteria for media category.
Evaluation of:
- Costs
- Richness
- Interactive properties
- Audience profile
- Vehicle atmosphere
- Technical characteristics
- Audience / product characteristics.
*Use this criteria alongside strengths + weakness of each media category.
(Shimp & Andrews 2013).
What are the steps of Media-scheduling software (3rd step of media planning) + reference?
- Develop Media Database (Ad vehicles + Vehicle ratings and costs).
- Select Media Objective (reach, frequency?)
- Specify constraints (Budget constraints, Max. advert insertions).
- A media schedule will be generated + requires interpretation from the media planner.
(Shimp & Andrews 2013).
What is Buying Media and how has it changed? (step4 of media planning) + reference?
Step4 = Buying Media.
Traditionally, full -service advertising agencies have been responsible for media buying.
More recently, media specialist companies have emerged + taken responsibility for media buying.
There is increased use of Programmatic Buying.
(Shimp & Andrews 2013).
What is Programmatic Buying process in Advertising + reference?
Programmatic Advertising:
1. User visits website.
2. Website interacts with an Ad Exchange or SSP (Supply side platform).
3. SSP shares information with DSPs (Demand side platforms).
4. Advertisers place bids through DSP.
5. Highest bid wins the ad space.
(Shimp & Andrews 2013).
How can Programmatic Advertising be advantageous and disadvantageous to firms + reference?
Advantageous:
- Uses accurate consumer data to identify common themes in consumer behaviour, the websites they visit, etc. to target consumers specifically.
- Good ad placement can generate significant consumer interaction with the brand.
- Opportunity to get the ad space cheap.
Disadvantageous:
- Content Conflict (ads that don’t fit the theme of the website they are being presented on, e.g. clothes ad on upsetting news articles).
- Media Relationships (can be impacted by poor ad placement, example of Burger King ad next to a Heart Attack prevention ad - impact the firms reputation).
- Ad Interference (ads popping up may interfere with the consumer’s activities - lead to poor perception of brand from that consumer + lack of attention).
How much is spent on UK Programmatic Advertisement each year and what are the forecasted spends for future + reference?
2017 - $13.11bn.
2021 - $24bn.
*2025 - $37.99bn.
*2026 - $40.47bn.
(Statista 2021).
*Estimates.
What are some of the trends in Media Planning and Buying + references?
Multi-screen media planning = Where more than one screen is used in a campaign is on the rise (WARC 2022a).
Fragmentation of media consumption - has resulted in a widening gap between reach and impact means that effective reach must be the ‘right reach’ - focusing on quality and relevance (WARC 2023a).
Rapid Innovation - showing signs of a changing landscape but many key principles, such as targeting, remain at present (WARC 2023b).
‘Lean’ Net Zero = Media plan by lowering campaign freq. and avoiding high carbon formats (WARC 2023b).
How are Audience Targeting methods changing + reference?
Increases in:
- Targeting interest-based communities.
- Gaming targeting.
- The Metaverse.
- Social Commerce.
- E-Commerce.
(WARC 2023a).
How does budget determine a firm’s media allocation + reference?
No.1 determinant of media allocation = size of budget.
Balance of TV and Digital depending on budget.
- If lower budget = prioritise digital.
- If higher budget = often invested in TV.
3rd biggest allocation of media = Out-of-Home / Experiential spend.
What do Koslow and Stewart (2022) suggest about the growth of media and advertising? and how does traditional forms of advertising fit into this.
“Media and advertising will continue to evolve for the foreseeable future and will continue to disrupt advertising research and practice”.
“Digital media will play an important role but so will traditional media such as broadcast television”.
- “Therefore neither digital media or traditional media will substitute the other but instead they will co-exist”.
“Media is what we make of it”.
Koslow & Stewart (2022).
