Professional Documents
Culture Documents
Advtg Budget Media Planning
Advtg Budget Media Planning
Media planner
Media buyer
Media researcher
Important Trends in Media
Convergence
Interactivity
Creativity
Optimization
Key Media Terms
Media plan: document that establishes how
media will be used to disseminate an advertiser’s
message, including objectives and strategy.
Media objective: statement in media plan that
explains the goals of the plan; usually states how
many of the target will be exposed to advertising
messages in a given time period, and how often.
Media strategy: statement in media plan that
outlines how objectives will be accomplished;
shows where and when advertising messages will
appear, and at what cost.
Media Planning
Media Planning = Selection + Scheduling
Factors Influencing Media Planning Decisions
Target Market Profile
Looking at Brand/Product Dynamics
The Creative Execution
Budget Considerations and Media Deals
The Competitive Situation
Availability and Timing Considerations
Cost Efficiency (CPM = Cost per thousand (CPM): cost
of reaching 1,000 members of target audience with media
vehicle(s) or plan.)
CPM Formula and Example
Cost
CPM = X 1,000
Audience
+
Frequency
(average number of times target is likely to be exposed to
the ad in a given time frame)
100%
The Difference between Reach
and Frequency
Media Scheduling (continued)
Reach
+
Frequency
+
Continuity
(how long the campaign runs—
Continuous (through out the period) vs. flighting (short
intense bursts) vs. pulsation (depending on demand
or seasonality)
100%
Reach, Frequency, and Continuity Relationships with a
Fixed Budget
Media Scheduling (continued)
Reach
+
Frequency
+
Continuity
+
Dominance/Impact
(the attention-getting ability of the media vehicle(s)
selected to run the ad)
100%
Evaluating the Media: Key Terms
Rating point: the % of a given population group that uses a
specified media vehicle.
Share: Households/persons using television (HUT, PUT): %
of homes or people watching TV at a given time.
Gross rating point (GRP): total number of ratings for different
media vehicles.
Gross impression: translation of GRPs into people; number of
audience exposures x number of times they will see or hear
vehicles.
Cost per rating point (CPP): cost of buying one rating point in
a given media vehicle or type.
Audience: number or % of homes or persons using a media
vehicle.
Coverage: Same as reach – the % of homes or persons
receiving broadcast signal within specified area, or receiving
specific magazine or newspaper.
Evaluating the Media: Key Terms,
Continued
Geographic
Local, spot, key market
Regional
National
International
Selective
Combination
Evaluating the Media Plan
Follow up—getting make-goods, tearsheets.
Measuring the impact:
Test consumer awareness of campaign before,
during, and after.
Sales data.
Compare actual reach/frequency figures to
proposed estimates.
Syndicated Media Research Services
Nielson, Arbitron, Simmons, Audit Bureau of
Circulation