This chapter discusses factors to consider when making media decisions. It covers characteristics of different media vehicles and how to understand their reach. Key aspects discussed include reach, frequency, gross rating points, spread, and how to evaluate media based on cost per thousand, cost per rating point, selectivity and other metrics. The chapter also addresses digital media planning, social media, search engine optimization, and using a framework of paid, owned and earned media.
This chapter discusses factors to consider when making media decisions. It covers characteristics of different media vehicles and how to understand their reach. Key aspects discussed include reach, frequency, gross rating points, spread, and how to evaluate media based on cost per thousand, cost per rating point, selectivity and other metrics. The chapter also addresses digital media planning, social media, search engine optimization, and using a framework of paid, owned and earned media.
This chapter discusses factors to consider when making media decisions. It covers characteristics of different media vehicles and how to understand their reach. Key aspects discussed include reach, frequency, gross rating points, spread, and how to evaluate media based on cost per thousand, cost per rating point, selectivity and other metrics. The chapter also addresses digital media planning, social media, search engine optimization, and using a framework of paid, owned and earned media.
This chapter discusses factors to consider when making media decisions. It covers characteristics of different media vehicles and how to understand their reach. Key aspects discussed include reach, frequency, gross rating points, spread, and how to evaluate media based on cost per thousand, cost per rating point, selectivity and other metrics. The chapter also addresses digital media planning, social media, search engine optimization, and using a framework of paid, owned and earned media.
To understand the characteristics of various media
vehicles
To understand the penetration of various media
vehicles
Chapter 6 – Media Decisions 2
Introduction • Media decisions depends upon some parameters, those parameters strike a balance between two important aspects • The amount of money spent on the media • Exposure gained
• Media objectives and decisions need to be in
harmony with the organisation’s marketing plans
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Reach and Frequency • Reach is the number of different people who are exposed to an advertising message at least once
• On internet world, while reach is almost world
over, it is important to understand the people visit your page
• Frequency is the number of times the audience is
exposed to the message / advertisement
• Frequency is important because it takes a while to
build up awareness and break through the consumer’s selection process Chapter 6 – Media Decisions 4 Gross Rating Points • A unit of audience measurement, commonly used in the audio visual media based on reach or coverage of an advertisement
• GRP are used to estimate broadcast reach and
frequency from tabulations and formulas.
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Spread • Sophisticated media planners look at spread of frequencies
• Good media buyer manages the resulting spread
of frequencies to weigh it close to the average
Chapter 6 – Media Decisions 6
Media Evaluation • Cost per thousand – Cost to reach out thousand of the prospective customers
• Cost per unit – Cost to buy one rating point of the
target audience
• Cost per rating point (CPRP) – Cost of reaching
one percent of the target population
• Impact – Effectiveness of the medium in terms of
generating opportunities
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Media Evaluation • Selectivity – Degree the message be restricted to those people who are known to be the most logical prospects
• Gross Impressions – Total number of potential
exposures. Gross impressions are a summation of exposures of the target audience to media vehicles in a media plan
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Media Evaluation • Circulation and Readership – Circulation is the number of copies it distributes on an average day.
• Readership figures are usually higher than
circulation figures because of the assumption that a typical copy of newspaper is read by more than one person
Chapter 6 – Media Decisions 9
Media Evaluation • Brand Development Index – Market’s brand sales percentage is divided by the total population percentage of that market multiplied by 100
• Category Development Index – It measures the
sales potential of a product category.
Chapter 6 – Media Decisions 10
Cost Efficiency • A crucial aspects which dominates the decisions of media buyers
• Any advertiser needs to reach the target audience
in the most effective way and at efficient cost levels
Chapter 6 – Media Decisions 11
Quantitative and Qualitative Parameters • Media planning consists of extensive quantitative and qualitative analysis. Media analyst use sophisticated statistics software. The overall process can include following steps- • Targeting • Analysing • Optimising • Forecasting • Delivery
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Basic Media objectives • Connection – The right media with the intended target audience
• Geography – Areas for coverage
• Timing – Assess best time to place the message
• Duration – duration of the advertisement
• Other matters- size, length and position of the ad
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Digital Media Planning • It is important to understand the strengths of each format, how audiences respond to them and how they can work together
• Scalability and synergy to be considered while
planning
• There is a need to think beyond the efficiency
levels while planning non-TV related media
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Digital Media Planning • There is limit to the potential one can reach of digital campaign
• Digital media should be planned as though
everybody has already seen the TV
• Scalability and synergy need to be taken into
account when planning
• To drive reach and frequency it can be more
efficient to use digital rather than more TV
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Social Media • Review the fan page effectiveness
• Need to ensure that the postings are done are
regular intervals
• Need to stay on top of the latest face-book page
trends and check out other fan pages are doing to differentiate themselves
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Search Engine Optimisation • Making small modification to parts of the website
• Optimisations decision should be based on the
content and type of visitors
• Media managers tweaking the performance with
the help of search engine optimization coupled with retargeting
• Ideally optimization decisions should be based
upon the content and type of visitors any site is looking for
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Search Engine Optimisation • Search Engine Optimization process is often viewed as a struggle to rank well for just a few keywords
• SEO may not always satisfy the needs of those
entering the query
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Paid, Owned and Earned Media (POEM) • Paid media is when an organisation pays to leverage a third part channel
• Owned media – When organisation leverages a
channel it creates and controls
• Earned Media – When customers, the press and
the public share the content and speak about the brand
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Paid, Owned and Earned Media (POEM) • POEM is a great way to dissect a brand and its marketing initiatives in the planning process
• Focusing only on the digital is incomplete
• A brick and mortar store is owned media
• The trucks used to distribute the goods are owned
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Summary • An advertiser can choose a single medium or a mix of a media to take its message to the target audience
• A combination of several media is important to make
a good impact
• Creative execution become varied when multiple
media is used. The same helps for balanced delivery.
• Each media has a particular readership or viewership
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Summary • Each medium has different alternation value. However, attention given to the medium also depends upon the message and its execution
• The environment should be compatible with the
products and its benefits
• The competitors also aggressively target the
attention of the same group of audience. Balancing the media mix and effectively taken decision is the key