Media Planning and Scheduling

Asia-Pacific Marketing Federation Certified Professional Marketer

Copyright by Marketing Institute of Singapore

Organization

1. Introduction 2. Number of Exposures 3. Type of Audience Exposed 4. Outdoor Advertising 5. Reach and Frequency 6. Media Watching Habits of Asians

Introduction
Concern with: * how many exposures created by vehicle * who is exposed to it * scheduling
Importance To ensure that message reaches the right market at the right time and with maximum effect

Difficult to plan Insufficient information Not detailed info about viewing audience Expensive info esp for small advertisers Inconsistent Terminologies (Recall vs Recognition) Time Pressures Especially for tactical ads Difficulty Measuring Effectiveness Difficult to ascertain relative effectiveness of various media/vehicles

Number of Exposures
Print ads Cost per thousand (CPM) Example How much it costs to reach 1000 members of Her World magazine.

TV Commercials Gross Rating Point (GRP) Gross coverage or duplicated audience that is exposed to a particular commercial Prime time programs are highest rated

Type of Audience Exposed

Little

value if audience is not target market Effective Cost per Thousand Adjust for different target segments e.g., more weight to heavy user segment

Vehicle Source Effect

Ad for womens clothes makes more impact in Her World than in Female

4 considerations: 1. Expertness Effect enhanced if product advertised is very similar to the product associated with the vehicle 2. Prestige If objective is to build status image for a product, advertise in such magazines Long-term association possible if product is advertised consistently in 1 magazine, and infrequently elsewhere

3. Mood of Vehicle Happy programs generate more favorable attitude towards the ad 4. Audience Involvement Involving vehicle generates superior exposure Commercials in serial programs better recalled than those in other program types Comedies fared least well

Outdoor Advertising

Popular in Asia because:

Expensive TV and print ad rates No TVs or radios in rural areas Illiterate Asias massive traffic jams

Burgeoning of billboard ads

Reach & Frequency

Reach (Unduplicated) is the percentage of different homes exposed to the advertising schedule during a given period of time Reach = Unduplicated Audience Total Audience

Duplicated Reach -- People who see the ad more than once Gives an estimate of frequency

Frequency is the average number of times that a home reached was exposed during that same period.
Gross Ratings Points GRP = Reach x Frequency

100 GRPs means: 100% of mkt is exposed once OR 50% of mkt is exposed twice OR 25% of mkt is exposed 4 times

 Is

higher frequency (i.e., ad repetition) necessary?

* Yes, because of decay

* No, because of wear-out

When is Ad Repetition Needed?

1. Complex message 2. New or less well-known brand 3. Short purchase and use cycle 4. Brand associated to feelings in ad 5. Audience unable to process info quickly 6. Audience not brand loyal high brand switching 7. High clutter

Wearout
Occurs when successive exposures no longer have positive impact on audience 2 explanations: (a) Complete information already absorbed (b) Irritating

Ways to combat wear-out: (a) Provide reward to audience e.g., entertainment (b) Space exposures over time (c) Run multiple executions of same campaign theme

Media Scheduling in Asia

Country Hong Kong Indonesia Malaysia Philippines Singapore South Korea Taiwan Thailand Japan TV Channel TVB Jade RCTI TV1 ABS-CBN TCS8 SBS TTV Channel 7 CX (Audience %) (67%) (52.4%) (39%) (68%) (66%) (29%) (37.6%) (45.0%) (10%) Ad Minutes per Broadcast Hour 5.63 10.30 5.16 15.39 13.78 7.90 10.00 6.95 n.a.

Average Daily Viewing Hours of Asians

Hanoi Hong Kong Ho Chi Minh Indonesia Japan Malaysia Philippines Singapore South Korea Taiwan Thailand
Weekday 2.9 2.7 1.6 4.1 3.6 1.7 2.1 3.5 2.2 3.7 2.2 Weekend 3.4 2.6 2.0 4.0 4.3 2.1 2.1 4.0 3.3 5.4 2.5 Weekly Hours 21.3 18.7 12.0 28.2 26.7 12.7 14.5 24.7 17.6 29.3 15.7