Media Selection in Advertising

Media Terminology
Media Planning Media Objectives Media Strategy Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program program. Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media

Developing the Media Plan

Situation Situation Analysis Analysis Marketing Marketing Strategy Plan Strategy Plan Creative Creative Strategy Plan Strategy Plan

Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class Media Use Decision Broadcast Media Use Decision Print Media Use Decision Other Media

Media Planning
Media Planning = Selection + Scheduling 1. Marketing Analysis (careful consideration of target market(s)) 2. Advertising Analysis (fundamental Advertising Strategy and Budget) 3. Media Strategy (Media to be used and creative decisions) 4. Media Scheduling (What ads when and where) 5. Justification and summary (Metrics of success)

FIGURE

8.5

Developing Logical Combinations of Media

Factors Influencing Media Planning Decisions

Target Market Profile Looking at Brand/Product Dynamics The Creative Execution Budget Considerations and Media Deals The Competitive Situation Availability and Timing Considerations Cost Efficiency (CPM = Cost per thousand
(CPM): cost of reaching 1,000 members of target audience with media vehicle(s) or plan.)

CPM Formula and Example

Cost CPM = AudienceX 1,000 Which is more cost efficient on a CPM basis?
A-- :30 TV Commercial in Friends CPM = $250,000 20,000,000

X 1,000 = $12.50

B-- :30 TV Commercial in Monday Night Football CPM = $300,000 30,000,000 X 1,000 = $10.00

Media Selection
Media are evaluated based on selectivity. There are two types of selectivity:
Class Selectivity is the ability of a medium to reach the target market without waste. Geographic Selectivity is the ability of a medium to cover a particular geographic area.

Media Selection Factors

Advertising Objectives
Reach Frequency/OTS Gross Rating Points = Reach X OTS Cost per Thousand (CPM) = Cost/Total audience X 1000 Cost per rating point (CPRP) = Cost of media/rating
Rating number of household turned to a program X 100 total number of households in a market

Gross impressions audiences total exposure to a communication Continuity exposure schedule/pattern used in the campaign

Selecting Media
Television Radio Transit Billboard Internet Magazines Newspapers Direct Mail Alternate media

Alternative Media
Leaflets, brochures, and carry-home menus Ads on carry-home bags Ads on clothing and caps Ads on movie trailers (theater and rentals) Yellow pages Ads sent by fax Video replay and signage at sporting events Ads on walls in airports, subways, etc.

Media Scheduling
Reach
(% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame)

+ Frequency
(average number of times target is likely to be exposed to the ad in a given time frame)

100%

The Difference between Reach and Frequency

Media Scheduling
Reach + Frequency + Continuity

(continued)

(how long the campaign runs continuous vs. flighting vs. pulsation)

100%

Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug

Sep

Oct Nov Dec

Reach, Frequency, and Continuity Relationships with a Fixed Budget

Media Scheduling

(continued)

(the attention-getting ability of the media vehicle(s) selected to run the ad)

Reach + Frequency + Continuity + Dominance/Impact

100%

Media Factors Determining Frequency

Clutter Scheduling continuous vs. pulse/flight Repeat Exposures Repeat (consumerExposures generated)

Media Factors
Attentiveness
Number of Media Used Editorial Environment

Flexibility in Media Planning Strategies

Market opportunities Market opportunities Market threats Market threats

Flexibility

Changes in media or media vehicle

Availability of media Availability of media

Evaluating the Media: Key Terms

Rating point: the % of a given population group that uses a specified media vehicle. Share: Households/persons using television (HUT, PUT): % of homes or people watching TV at a given time. Gross rating point (GRP): total number of ratings for different media vehicles. ( Reach x Frequency) Gross impression: translation of GRPs into people; number of audience exposures x number of times they will see or hear vehicles. Cost per rating point (CPP): cost of buying one rating point in a given media vehicle or type. Audience: number or % of homes or persons using a media vehicle. Coverage: Same as reach the % of homes or persons receiving broadcast signal within specified area, or receiving specific magazine or newspaper.

Evaluating the Media: Key Terms,

Continued

Circulation: Total number of copies of a publication sold through various forms of distribution. Readers per copy: average number of people who read each issue of publication.

Evaluating the Media Plan

Follow up Measuring the impact:
Test consumer awareness of campaign before, during, and after. Sales data. Compare actual reach/frequency figures to proposed estimates.

Syndicated Media Research Services

Nielson, Arbitron, Simmons, Audit Bureau of Circulation