This document summarizes key aspects of media strategy and planning. It discusses changes in the media landscape including agency compensation models and the rise of new media like the internet. It then outlines the media planning process and concepts of reach, frequency, and gross rating points (GRPs). Finally, it reviews characteristics and considerations for different media types, including newspapers, magazines, television, radio and their advantages and disadvantages.
Original Description:
Original Title
MBA 532- Media Strategy and Planning Chp 14 and 15
This document summarizes key aspects of media strategy and planning. It discusses changes in the media landscape including agency compensation models and the rise of new media like the internet. It then outlines the media planning process and concepts of reach, frequency, and gross rating points (GRPs). Finally, it reviews characteristics and considerations for different media types, including newspapers, magazines, television, radio and their advantages and disadvantages.
This document summarizes key aspects of media strategy and planning. It discusses changes in the media landscape including agency compensation models and the rise of new media like the internet. It then outlines the media planning process and concepts of reach, frequency, and gross rating points (GRPs). Finally, it reviews characteristics and considerations for different media types, including newspapers, magazines, television, radio and their advantages and disadvantages.
Weaver MEDIA PLANNING - Changes • Agency Compensation (15% stat…now negotiated individually) • More Media (e.g. internet) • Media outlets are large and powerful now • Thinner margins for Media Agencies • ROI more important • Globalization • Consumers get Free Content • E-Commerce • Hyper-Clutter • Ethnic Media (on the increase) Media Planning Process Media Plan – specifies the media for messages to target audience Media Class – broad category of media (tv, radio, etc.) Media Vehicle – that particular class’s option (e.g. Nanaimo Daily News for newspaper) Media Mix – the effective blend of media used to obtain best GRP (reach and frequency). Reach and Frequency • Reach – number of people or households in a target audience that are exposed to the vehicle.
• Frequency – average number of times an
individual or household within the target audience is exposed to the vehicle within a given time period.
• GRP = Gross Rating Point = reach X
frequency
• Effective Frequency – number of times a
target audience needs to be exposed before the advertiser’s objectives are reached. Reach and Frequency • Continuity – pattern of placement of advertisements in the media schedule: – Continuous – Flighting – Pulsing MEASURING MEDIA EFFICIENCY • CPM (Cost Per Thousand) – dollar cost of reaching 1,000
• CPM-TM (CPM per Target Market)
see p. 504 for example
• CPRP (Cost per Rating Point) see
p. 504 for example
• Share of Voice = one brand’s ad
expenditures divided by total product category expenditures in a medium (see p. 510 for example) Discussion Questions • Question 2, p. 518 • Question 5, p. 518 MEDIA TYPES - Newspapers • Advantages – Geographic Selectivity – Timeliness – Creative Opp’s (lots of info at low cost) – Credibility – Audience Interest – Cost (low cost) • Disadvantages – Limited Segmentation – Creative constraints (low quality print medium) – Cluttered – Short Life Media Types - Magazines • Advantages – Audience Selectivity – Audience Interest – Creative Opportunities (better quality printing) – Long Life (saved issue by issue by subscribers) • Disadvantages – Limited reach and frequency – Clutter – Long lead times – Cost (more expensive than newspaper) Media Types – TV • TV advantages – – Creative opp’s – Coverage, Reach, Repetition – Cost per contact (for broad masses) – Audience Selectivity • TV disadvantages – – Fleeting Message – High Absolute cost – Poor Geographic selectivity – Poor Audience attitude and attentiveness – Clutter Types of Advertising - Radio • Advantages – Cost (tends to be most cost effective per target audience) – Reach and Frequency – widest exposure (portable medium) – Target Audience Selectivity – geographic, demographic and psychographic • Disadvantages – Poor audience attentiveness – Creative limitations – Fragmented audiences – Chaotic buying procedures Discussion Questions • P. 556 – Question 1 – Question 6 – Question 7 – Question 8 – Question 9