Media Planning Media planning is the process of

Media Planning

Media planning is the process of determining how to use time and space to achieve marketing objectives.

The Media Planning Process

Sources of Information in Media Planning

Media Plan Whom to Advertise Where to Advertise Geographic Areas to Cover When to Advertise Timing/Duration of the Campaign Size or Length of the Ad

Timing and Duration Timing depends on: l l l How often is product bought? Whether it is used more in some months than in others? Timing decisions relate to factors such as seasonality, holidays, days of the week, and time of day. Duration (how long to advertise) depends on: l l l Schedule and advertising budget, Consumer use cycle, and Competitive strategies.

Media Selection Procedures Reach Number of Different People Exposed to the Message F req u en cy Degree of Exposure Repetition Co st P er T h o u san d Efficiency of Selected Vehicles Factors to Consider When Selecting Advertising Media

Reach and Frequency Reach % of the Target Population Exposed At Least Once to the Advertising Mess age During a Specific Time Frame. F req u en cy Number of Times the Target Population Is Exposed to the Advertising Message During a Specific Time Frame. Methods Include: Average Frequency Distribution

Print: Cost Per Thousand (CPM) CPM = Cost of page or fractional page unit x 1, 000 Target audience readers

TV: Cost Per rating Point (CPP) Rating = __program audience__ total TV households Share = ___program audience___ households watching TV CPP = ______cost of ads_______ GRP (total rating for all ads)

Radio: Listeners Per Dollar (LPD) Average Quarter Hour Estimates (AQHE) AQH Rating = AQH persons radio households AQH Share = AQH persons to a station AQH persons to all stations LPD = AQH Persons cost of ad

Reach, Frequency and Continuity Relationships with a Fixed Budget

Continuity Option $ Spent Timing and Duration Strategies Campaign Time

Steady Versus Flighting Media Schedules

Five Major Functions of a Media Buyer

The Media Print Electronic Interactive Media Out-of-Home Direct Mail Other Media