Advertising Media Plan Lecture Notes PDF

MM 102 Media Plan Transcribed by GDG Media Is the blueprint for how the advertising message will be delivered to the target audience. It is a persuasive document It communicates the rationale behind a recommendation to spend a significant amount of money. Media Planning A series...

MM 102 Media Plan Transcribed by GDG Media Is the blueprint for how the advertising message will be delivered to the target audience. It is a persuasive document It communicates the rationale behind a recommendation to spend a significant amount of money. Media Planning A series of decisions involving the delivery of messages to audiences The process of selecting time & space in various media for advertising in order to accomplish marketing objectives. Media Objectives Decisions on how the media objectives can be attained Media Objectives identify: Marketing target How many times the target market should see the advertisement during the introductory and sustaining periods. Many people will see the ads/ how many times they will see it. Media Strategy is concerned with how messages will be delivered to consumers or niche markets. Media various categories of delivery systems, including broadcast and print media. Medium Is a carrier and deliverer of advertisements It is a specific category of carriers such as Newspapers, Television, Radio, World Wide Web, Outdoor, Direct Mail, etc. Media Vehicle It is a specific carrier within a media/medium category. Example: GMA, ABS-CBN, Philippine Star, Love Radio or Discovery Channel would be the vehicle in the category of TV. Company’s Website. Broadcast Media Either radio or television network or local station broadcasts Print Media Publications such as newspapers, magazines, direct mail, outdoor, etc. Reach Number of different audience members exposed at least once in a given time period It is a number, which shows that how many individual (different) people saw an ad at least once, in a defined relevant period of time. Coverage The potential audience that might receive the message through the vehicle. Frequency The number of times the receiver is exposed to the media vehicle in a specific time period Advertising Space Advertising space is the “space” in- between a television show where you see all the advertisements, it is the pages of advertisement one see’s in a magazine or newspaper, it is also the space in-between a radio show. PURPOSE OF Without media planning, advertisers would not know where MEDIA to sell their products as well as what is the most effective media for their product. PLANNING Media Planning helps identify the best advertising space, target market and media for your clients product.  Traditional or Mass Media Idea: To reach large audience. E.g. TV, Radio Niche Media Idea: Reach the target audience with specific demographics. E.g. Cable TV, Direct Mail, etc. Non-Conventional Media Idea: Narrowly defined target audience. E.g. Internet, Sales promotion, TV Screens in Airports, Walls in Public Toilets, Floor in Supermarkets, Banners, Video Tapes, Aerial Banners, Parking Meters, electronic billboards, grocery receipts, Skywriting, In-transit, etc. A media plan - is a custom tailored-designed plan to meet the needs of an advertiser at a given time for specific marketing purposes. Media planning today is all about: Marketing Research, Advertising Consumer Behavior, Creativity & Sensitivity. These are the questions the clients (companies, organizations, institutions) will be asking the media planners: Who are the competitors in the market? Who are the audience you are targeting? What media are you going to use and why? How many of the target audience will be exposed? How often?  Measurement Problems Problems in Media Lack of Information Time Pressure Planning Inconsistent Terms Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance ❑Information Sources 1. Client Information 2. Market Research 3. Competitive Advertising 4. Media Information 5. Consumer Information ❑Information Sources 1. Client Information Targeted Markets Previous Promotions and their performance Product sales and distribution patterns Brand plans The budget ❑Information Sources 2. Market Research Independently gathered information about markets and product categories. ❑Information Sources 3. Competitive Advertising Promotional technique in which an advertiser claims the superiority of its product over competing product(s) by direct or indirect comparison. Also called comparative advertising or comparison advertising. ❑ Media planners make decisions based on the amount of competitive traffic. ❑ Share of Voice The total advertising exposure that a brand gets. Measures a brand’s presence to gauge how visible a brand was within an advertising medium during a specific time period. Is usually presented as a percentage of the total exposures. ❑Information Sources 4. Media Information Various media provide information about the size and makeup of their audiences. Designated marketing area. ❑Information Sources 5. Consumer Information Media planners use consumer information to locate the target audience within media markets. 1. Exposure and GRPs GROSS IMPRESSIONS The sum of the audiences of all the media vehicles used during a certain time span. The total number of individual people or households represented by a given media schedule. 1. Exposure and GRPs GROSS RATINGS POINTS Media planners convert impressions to gross ratings points in order to compare the efficiency of media schedules. 2. The Reach Objectives The percentage of the audience that is exposed at least once to the advertiser’s message during a specific time frame. Unduplicated audiences The Frequency Objectives Estimates the number of times the exposure is expected to happen. Average frequency Frequency Distribution Combines the reach and frequency elements into one factor. Target Audience Strategies Media Use Geography Consumption patterns Target Audience Strategies Using a variety of media to get your message out to customers. Media selection is based on message needs.  Cost Efficiency Scheduling Strategies Cost per thousand Timing Strategies CPM = cost of message Duration: How long? unit/gross impressions x Continuity: How often? 1,000 Media Budget Cost per point An initial assessment of CPP = cost of message the amount of money unit/program or issue available determines rating media used.  What is CPM? CPM is an acronym for Cost Per Thousand - the "M" in CPM derives from the Latin "mille" for "thousand.“ CPM is commonly used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ads.  Cost per thousand (CPM) CPM = Cost of ad space X 1,000 / Circulation CPM on a newspaper: CPM is used by newspaper to price print ads. Philippine Inquirer is a local newspaper. It has a circulation of 1, 100, 000 and a full page-inside (black and white) rate of Php 116, 865. Compute the CPM on newspaper. Example of Cost Per Rating Point (CPP) on television: On January 2-6, 2017 Encantadia commanded the highest television rating for the week (23.28). The rate for a 30-second ad in a primetime block of GMA is Php 444,000. Encantadia that time reached an audience of 24,010,390. Calculate the CPP. CPP = cost of message unit/program or issue rating