Advertising Media: Planning & AnalysisChapter 11

The Planning Process fig 11.1 page 321Media & Vehicle Selection Media Type e.g. TV, Magazine, Internet etc Media Vehicle e.g. VTV3, Dep Magazine, Facebook*

Media ObjectivesReach (pages 322-323)% of target audience exposed to message in a given time period Frequency (page 324)Average number of times audience exposed in the time period Recency (pages 336-337)Powerful 1st exposureInfluencingReach v FrequencyWeight (pages 326-328)Amount of advertising to achieve R&FGross Rating Points (GRP)Target ratingsEffective Rating Points (ERP) CostCost Per Thousand (CPM) indicator*

Know your target customer media habitsWhen & where should I advertise? What will give me best R&F? What will suit my Continuity schedule best? *

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