Transcript media vehicle

Media strategy and planning
Forces impacting on the
media planning process
• demand for greater media accountability
• growing popularity of digital and cable
television
• growth in the range of available media
options
• globalisation and the trend towards
standardised advertising campaigns
Key terminology
• media vehicle – a specific programme,
magazine or newspaper
• reach – total number of people in a target
audience who are exposed to a media
vehicle at least once during a specific time
period
• frequency – number of times that a
member of the target audience is exposed
to a media vehicle during a specific time
period
• opportunity to see (OTS)/opportunity to
hear (OTH) – sometimes used instead of
frequency
• gross rating points (GRPs) – reach
multiplied by frequency
e.g. if a television programme is seen at
least once by 40% of the target audience
and is broadcast 15 times in a certain
period, GRP is:
40 (reach) x 15 (frequency) = 600
• GRPs do not measure effectiveness
• effective reach – number of people in the
target audience who become aware of an ad
within a specific time period
• effective frequency – number of times a
member of the target audience needs to be
exposed to an ad within specific time period
in order to be effective
• duplicated reach – when the same person is
exposed, more than once, to an ad carried
in a range of media vehicles
The media planning process
The advertising brief
Stage 1
The media brief and
budget
Stage 2
Selection of general
media
TV? Radio? Press?
Magazines? Outdoor?
Stage 3
Selection of specific
media
Friends? Ian Dempsey’s
Big Breakfast? Evening
Herald? U?
Stage 4
The media plan and
schedule
What day? What time?
What month? How often?
Stage one – analysis and media
brief
• Advertising brief forms the basis of the media brief.
Used by media planner to carry out a full analysis of
the factors that are most likely to influence media
decisions:
 the target audience
 the marketing and advertising objectives
 the product
 purchasing habits, including the purchasing cycle
 available budget
 competitors
 the marketing environment – economic, social, cultural and
legislative considerations
• Media objectives are set:
– criteria against which general and specific media
options can be evaluated
– measures against which the success or otherwise
of the actual media used can be measured
– specific
Stage two – selection of general
media
• Media planner selects the general media
through which the advertiser's message is
most likely to be transmitted successfully
• Factors to be considered:
media habits of the target audience –
nature of product or service
the characteristics of the media options and their
ability to help meet objectives
the cost of the various media
Stage three –
selection of media vehicles
• Detailed knowledge of the target audience is
necessary
• Their habits regarding specific media must be
explored
• The following are also taken into account
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cost – absolute and per thousand
circulation (for printed media)
coverage (for broadcast media)
JNLR, JNRR and Nielsen
geographic coverage
reputation and credibility of the vehicle
ability to do justice to the creative approach
Stage four – the media schedule
• Media schedule – establishes exactly when and
how often an ad should be placed in the specific
media
• Media planner must take the following into
consideration when compiling the media schedule:
 the number of opportunities to see or hear, that are created by
the media schedule
 the profile of the audience that is exposed to the advertisements
 whether or not one media vehicle generates more impact than
another
Low frequency
High frequency
Marketing factors
 Large market share
 Strong brand loyalty
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 New brand
 Short purchase cycle
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 Long purchase cycle
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 Non-durable products
 Large number of competitors
 Target audience with good
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retention
Message/creative factors
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 Complex message
 Simple message
 Unique message
 New campaign
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 Existing campaign
 Image advertising
 Selling advertising
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 Single message ad
 Multi-message ad
Media factors
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 High clutter
 Compatible editorial
environment
 Good attention holding
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properties
Adapted from Belch, George, E. and Belch, M.
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Scheduling
Flighting
Scheduling
Pulsing
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Intense periods of activity
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Scheduling
Continuous