Xem mẫu
- Advertising Media:
CHAPTER 11
Planning and Analysis
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
1. Describe the major factors used in segmenting target
audiences for media planning purposes.
2. Explain the meaning of reach, frequency, gross rating
points, target rating points, effective reach, and other
media concepts.
3. Discuss the logic of the three-exposure hypothesis
and its role in media and vehicle selection.
4. Describe the use of the efficiency index procedure for
media selection.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 11–2
- Chapter Objectives (cont’d)
After reading this chapter you should be able to:
5. Distinguish the differences among three forms of
advertising allocation: continuous, pulsed, and flighted
schedules.
6. Explain the principle of recency and its implications
for allocating advertising expenditures over time.
7. Perform cost-per-thousand calculations.
8. Review actual media plans.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 11–3
- Media versus Vehicles
• Media
General communication methods that carry
General
advertising messages
advertising
Examples: television, newspapers, and Internet
• Vehicles
The specific broadcast programs or print choices in
The
which advertisements are placed
which
Example: the American Idol program
• Each medium and vehicle has a unique set of
Each
characteristics and virtues
characteristics
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–4
- Messages and Media:
Messages
A Hand-In-Glove Reaction
• Advertising message and media considerations
Advertising
are inextricably related—creatives and media
are reatives
specialists must team up to design ads
specialists
• Choice of media and vehicles requires a variety of
Choice
decisions
decisions
General media categories
Specific vehicles
Marcom budget allocations
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–5
- Selecting and Buying Media and Vehicles
• Choices:
Traditional full-service ad agencies separately
Traditional
providing creative, planning, and media buying
services for a client’s individual brands
services
Single media buyer and planner agency providing
Single
centralized media planning and buying services for all
of the client’s brands
of
• Takeaway:
Creating effective messages is critical but it is just as
Creating
essential that the messages are placed in the right
media and vehicles.
media
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–6
- The Media-Planning Process
• Media Planning
Is the design of a strategy that will best allocate
Is
investments in advertising time and space to
achieve the firm’s marketing objectives
achieve
Involves coordinating three levels of strategy:
Involves
marketing, advertising, and media strategy
marketing,
• Media Strategy Activities
1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and vehicles
© 2010Buying media a part of
4. South-Western,
Cengage Learning. All rights
reserved. 11–7
- Model of the Media-Planning Process
Figure 11.1
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–8
- Selecting the Target Audience
Segmentation
Factors
Lifestyle/
Geographic
Buyographics Demographic
Psychographics
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–9
- Specifying Media Objectives
Reach
Weight
Frequency
Issues in Setting
Media Objectives
Recency
Continuity
Cost
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–10
- Issues in Setting Media Objectives
Reach What proportion of the population should be reached with
What
advertising message during specified period?
advertising
Frequency How frequently should audience be exposed to message
How
during this period?
during
Weight How much total advertising is needed to accomplish reach
Weight
and frequency objectives?
and
Continuity How should the advertising budget be allocated over time?
How
Recency How close to the time of purchase should the target
Recency How
audience be exposed to the advertising message?
audience
Cost What is the most economically justifiable way to accomplish
What
objectives?
objectives?
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–11
- Media Objective: Reach
• Reach
Reach
Is the percentage of the target audience exposed, at
Is
least once, during a specified time frame to the
vehicles in which the advertising message is inserted
vehicles
Also known as 1+, Net coverage, unduplicated
Also
audience, and cumulative audience (cume)
audience,
OTS = opportunity to see
• Determinants of Reach
Use of multiple media
Diversification of vehicles within each medium
© 2010 South-Western, a part of
Cengage Learning. All rightsradio and TV advertising
Varying dayparts for
reserved. 11–12
- Media Objective: Frequency
• Frequency
Frequency
Is the average number of times during a media-
planning period that the target audience members are
planning
exposed to media vehicles carrying a brand’s
advertising message.
advertising
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–13
- Hypothetical Frequency Distribution for the Fortwo
Table 11.1
Advertised in Cosmopolitan Magazine
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–14
- Media Objective: Weight
• Weight Defined
The advertising volume required to accomplish
The
advertising objectives
advertising
• Ratings
The percentage of an audience that has an
The
opportunity to see an advertisement placed in a
particular vehicle
particular
• Weight Metrics:
Gross rating points (GRPs)
Target ratings
© 2 Effective ratings a part of
010 South-Western,
Cengage Learning. All rights
reserved. 11–15
- Weight Metrics
• Gross Rating Points (GRPs)
Represent the gross weight that a particular
Represent
advertising schedule is capable of delivering—the
advertising —the
sum of all vehicle ratings in a media schedule
sum
GRPs = Reach (R) × Frequency (F)
GRPs
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–16
- Weight Metrics (cont’d)
• Target Rating Points (TRPs)
Are adjusted vehicle’s ratings that reflect only those
Are
individuals who match the advertiser’s target
audience
audience
Indicate a media schedule’s net (non-wasted) weight
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–17
- Weight Metrics (cont’d)
• The Concept of Effective Reach
Answers the question of how often does the target
Answers
audience have an opportunity to be exposed
audience
Is that an advertising schedule is effective only if it
Is
does not reach members of target audience too few
or too many times
or
• Three-Exposure Hypothesis (Krugman)
A minimum of three exposures to an advertising
minimum
message needed for effective advertising
message
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–18
- Weight Metrics (cont’d)
• Effective Reach Planning in Advertising Practice
No fewer than three and no more than ten exposures
No
during a four-week media planning period
during
Use of multiple media
Subjective factors must be considered
• Effective Rating Points (ERPs)
ERPs = effective reach (or exposures) × frequency
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–19
- Alternative Media Plans Based on a $25 Million
Table 11.2
Annual Budget and Four-Week Media Analysis
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 11–20
nguon tai.lieu . vn
