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Media Planningand StrategyMedia Planningand Strategy
Satellite radio stations
2
Satellite radio stations
2
The Traditional U.S. Media Landscape
Broadcast networks (TV
and cable)100
Broadcast networks (TV
and cable)100
TV stations3,510
TV stations3,510
Consumer magazines
5,340
Consumer magazines
5,340
Newspapers (daily and weekly)8,100
Newspapers (daily and weekly)8,100
Radio stations13,898
Publications such as newspapers, magazines, direct mail, outdoor, etc.Publications such as newspapers, magazines, direct mail, outdoor, etc.
The specific carrier within a medium categoryThe specific carrier within a medium category
Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period
The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle
The number of times the receiver is exposed to the ad/media vehicle in a specific time period
The number of times the receiver is exposed to the ad/media vehicle in a specific time period
The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle
Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period
The specific carrier within a medium category (i.e. Time Magazine, HGTV, etc.)The specific carrier within a medium category (i.e. Time Magazine, HGTV, etc.)
Publications such as newspapers, magazines, direct mail, outdoor, etc.Publications such as newspapers, magazines, direct mail, outdoor, etc.
Media Terminology
PrintMediaPrintMedia
Media VehicleMedia
Vehicle
ReachReach
CoverageCoverage
FrequencyFrequency
TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Market
Target Audience Coverage
Population excluding target marketTarget marketMedia coverageMedia overexposure
Further Defining Reach
A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate
Graph of Effective Reach
Target GroupTarget Group
Brand HistoryBrand History
Share of Voice
Share of Voice
Purchase Cycles
Purchase Cycles
Brand LoyaltyBrand
LoyaltyBrand ShareBrand Share
Usage Cycle
Usage Cycle
Purchase Cycles
Purchase Cycles
Share of Voice/Competition
Share of Voice/Competition
Brand HistoryBrand History
Usage Cycle
Usage Cycle
Brand ShareBrand Share
Brand LoyaltyBrand
Loyalty
Marketing Factors Determining Frequency
Marketing Factors
Marketing Factors
Message ComplexityMessage Complexity
Message UniquenessMessage Uniqueness
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Image Versus Product SellImage Versus Product Sell
Message VariationMessage Variation
WearoutWearout
Ad Size/LengthAd Size/Length
Wearout ConsiderationsWearout Considerations
Message VariationMessage Variation
Image vs. “Straight” SellImage vs. “Straight” Sell
New vs. Continuing CampaignsNew vs. Continuing Campaigns
Message UniquenessMessage Uniqueness
Message ComplexityMessage Complexity
Message Factors Determining Frequency
Messageor Creative
Factors
Messageor Creative
Factors
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
What are the pros and cons of each method?
Sample Flighting Schedule
ClutterClutter
Number of Media UsedNumber of Media Used
Repeat ExposuresRepeat
Exposures
Editorial Environment
Editorial Environment
Scheduling -continuous vs.
pulse/flight/blast
Scheduling -continuous vs.
pulse/flight/blast
AttentivenessAttentivenessAttentivenessAttentiveness
Number of Media UsedNumber of Media Used
Editorial Environment
Editorial Environment
Repeat Exposures (consumer- generated)
Repeat Exposures (consumer- generated)
ClutterClutter
Media Factors Determining Frequency
Media FactorsMedia
Factors
Market opportunities
Market opportunities Market threatsMarket threats
Availability of media
Availability of media
Changes in media or media
vehicle
Changes in media or media
vehicle
Availability of media
Availability of media
Market threatsMarket threatsMarket opportunities
Market opportunities
Flexibility in Media Planning Strategies
FlexibilityFlexibility
Determining Relative Cost of Media - CPM
Cost to Advertise
CirculationCPM = X 1,000
Cost per thousand (CPM)
Calculating CPM Based on the Target Audience
Ratings
Ratings are a measure of Reach
• 110 million (MM) television households in the U.S., approximately equivalent to the total # of households in U.S.
•Neilsen captures ratings data through Peoplemeters, diaries, surveys, etc. and publishes this data • 1 Rating Point = 1% of television households exposed to program = 110 MM x .01 = 1.10 million households exposed (roughly a million)
• Example: 10 million households watch “House”. House’s rating is 10 MM / 110 MM = 9 points
• Caveat: Rating % is always higher than % who viewed advertising
Nielsen’s People Meter
Determining Relative Cost of Media - CPP
CPP =Cost of Advertising
Program Rating
Cost per rating point (CPP)
Gross Rating Points (GRPs)
GRPs = Reach x Frequency
• Measure is specifically for television (and sometimes radio) media buys
• Example: Advertising 5 times during a 10-rated program yields a 5 x 10 = 50 GRP media buy.
• GRP as a summary number: does not provide distribution characteristics (i.e. is 100 GRPs = 50 rating x 2 exposures or = 25 rating x 4 exposures?)
• Foote, Cone & Belding study findings• 2,500 GRP buy yields 70% probability of high awareness• 1,000 – 2,500 GRP buy yields 33% probability of high awareness• Less than 1,000 GRP buy yields virtually no awareness
• Effective Rating Points (ERPs): GRPs adjusted for % of target audience that actually sees or ignores the message (i.e. 30% of target audience may “zip” or “zap” the commercial, stop watching, be inattentive, etc.)
Problems with CPM/CPP
What are the three main problems with Relative Cost of Media Measures like CPM and CPP?
•Purely focused on cost per exposure; no focus on results, ROI, engagement, media impact, etc.
•May not account for the effects of time and repetition
•Calculations may use duplicated or unduplicated reach numbers
•No adjustments made for continuity factors (continuity is beneficial!)
Problems with CPM/CPP
SOLUTIONS
•TEMPORAL CPM/CPP T-CPM, T-CPP
•Weighted Impression CPM/CPP WI-CPM, WI-CPP
•Continuity Adjusted CPM/CPP CA-CPM, CA-CPP
Formulas:
T-CPM = [CPM/Ad Exposure Time] / [Sales Time Period]
T-CPP = [CPP/Ad Exposure Time] / [Sales Time Period]
WI-CPM = ([Ad Cost] / [Sum of Weighted Impressions]) x 1,000
CA-CPM = [Ad Cost x (1 + ασ)] / [Weighted Impressions]α = alpha coefficient σ = continuity index (st dev of time differences)