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  • Advertising & Promotion: Media Planning & Strategy

    Încărcat de

    Akmal Gondal
    30 vizualizări18 pagini
    This document provides an overview of key concepts in media planning and strategy, including defining media objectives, developing a media plan, and using various indices to evaluate media performance for different target markets. It discusses factors to consider when developing media strategies such as the media mix, target market coverage, scheduling, and budget. Different scheduling methods like continuity, flighting, and pulsing are also outlined. The document concludes by explaining methods for determining the relative costs of various print and broadcast media options.

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    PAM lecture

    Titlu original

    PAM lec 9

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    This document provides an overview of key concepts in media planning and strategy, including defining media objectives, developing a media plan, and using various indices to evaluate media performance for different target markets. It discusses factors to consider when developing media strategies such as the media mix, target market coverage, scheduling, and budget. Different scheduling methods like continuity, flighting, and pulsing are also outlined. The document concludes by explaining methods for determining the relative costs of various print and broadcast media options.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    30 vizualizări18 pagini

    Advertising & Promotion: Media Planning & Strategy

    Încărcat de

    Akmal Gondal
    This document provides an overview of key concepts in media planning and strategy, including defining media objectives, developing a media plan, and using various indices to evaluate media performance for different target markets. It discusses factors to consider when developing media strategies such as the media mix, target market coverage, scheduling, and budget. Different scheduling methods like continuity, flighting, and pulsing are also outlined. The document concludes by explaining methods for determining the relative costs of various print and broadcast media options.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 18

    Advertising &

    Promotion
    Chapter 10
    Media Planning & Strategy

    Some Basic Terms &


    Concepts
    Media objectives vs. Media strategies
    Medium broadcast media, print media,

    direct mail, outdoor advertising etc.


    Media Vehicle Hum, Geo, Dawn, Jung etc.
    Reach number of audience exposed at least
    once to a media vehicle in a given time
    period.
    Coverage potential audience that might
    receive the message through a vehicle.
    Frequency number of times the receiver is
    exposed to the media vehicle.

    Developing a Media
    Plan
    Analyze
    Analyze the
    the market
    market
    Establish
    Establish media
    media objectives
    objectives
    Develop/implement
    Develop/implement media
    media
    strategy
    strategy
    Evaluate
    Evaluate performance
    performance

    Using Index Numbers


    Index Number

    Index =

    Percentage of users
    in a demographic segment
    Percentage of population
    in the same segment

    X 100

    Using the Brand


    Development Index
    Brand Development Index

    BDI =

    Percentage of brand to total


    sales in market
    Percentage of total
    country population in
    market

    X 100

    Using the Category


    Development Index
    Category Development Index
    Percentage of total product
    category sales in market
    CDI =

    Percentage of total country


    population in market

    X 100

    Using BDI and CDI

    Can you write a few Media


    objectives?

    Developing Media
    Strategies
    Criteria to consider during plan development
    The media mix
    Target market coverage Full, Partial,

    Exceeding
    Geographic coverage
    Scheduling
    Reach and frequency
    Creative aspects and mood
    Flexibility
    Budget

    Scheduling Methods
    Continuity

    Flighting

    Pulsing

    Jan

    Feb Mar Apr May Jun

    Jul

    Aug Sep Oct Nov Dec

    10-11

    Ratings Points
    Gross ratings points (GRPs)
    GRP = Reach X Frequency
    Target ratings points (TRPs)
    The number of people in the primary target
    audience the media buy will reach
    The number of times they will be reached

    Marketing Factors Determining


    Frequency
    Marketing
    Marketing
    Factors
    Factors

    Brand
    Brand
    Loyalty
    Loyalty

    Brand
    Brand
    History
    History

    Brand
    Brand
    Share
    Share

    Share
    Share of
    of
    Voice
    Voice

    Usage
    Usage
    Cycle
    Cycle

    Purchase
    Purchase
    Cycles
    Cycles

    Target
    Target
    Group
    Group

    Message Factors Determining


    Frequency
    Message
    Message
    or
    or
    Creative
    Creative
    Factors
    Factors

    Message
    Message Complexity
    Complexity
    Message
    Message Uniqueness
    Uniqueness
    New
    New vs.
    vs. Continuing
    Continuing
    Campaigns
    Campaigns
    Image
    Image Versus
    Versus Product
    Product Sell
    Sell
    Message
    Message Variation
    Variation
    Wearout
    Wearout
    Advertising
    Advertising Units
    Units

    Media Factors Determining


    Frequency
    Clutter
    Clutter
    Repeat
    Repeat
    Exposure
    Exposure

    Scheduling
    Scheduling

    Media
    Media
    Factors
    Factors
    Attentiveness
    Attentiveness
    (Media
    (Media
    Vehicle)
    Vehicle)

    Editorial
    Editorial
    Environment
    Environment
    Number
    Number of
    of
    Media
    Media Used
    Used

    Determining Relative Cost of


    Print Media
    Cost per thousand (CPM)
    CPM =

    Cost of ad space
    (absolute cost)

    Circulation

    X 1,000

    Determining Relative Cost of


    Broadcast Media
    Cost per rating point (CPRP)
    CPRP =

    Cost of commercial time


    Program rating

    Determining Newspaper
    Advertising Costs
    Daily Inch Rate
    Cost of ad space x 1,000
    Circulation

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