Chapter 4: Mediaplanning Flashcards
Media Plan
A plan specifying which media and vehicles will be purchased when, at what price and with what expected results.
Steps in media planning
1) Assess the communications environment
2) Describe the target audience
3) Set the media objectives
4) Buy media
Media planners should be able to judge which elements of the market competition?
- Category spending
- Share of voice
- Media mix
- Media behaviour of target audience
Category spending
What is the advertising spending in the product category, and how has it evolved over the last few years?
Share of voice
What is the relative advertising spending of the different competitive brands in the product category?
Formula for share of voice
brand advertising spending / total category spending
Media mix
How a company divides its advertising spending across the different media
Media objectives
Derives from communication objectives, aims to be concrete, measurable and realistic
Characteristics of media objectives
- Frequency
- Cost
- Reach
- Weight
- Continuity
Frequency of media
Indicates how many times a consumer of the target group, on average, is expected to be exposed to the advertiser’s message within a specified time period
Two factor model
Ad effectiveness
Effective frequency
Minimum number of exposures needed to motivate average target audience
Effective reach
Amount of target consumers expected to be exposed to the message
Total reach of a medium
Number of people who are exposed to the medium during a specified period
Useful reach of a medium
How many consumers from the target group are exposed to the medium
What is gross reach, expressed as a percentage of the target group
Gross Rating Points (GRP)
How do you calculate gross rating points (GRP)
net reach * opportunity to see (OTS)
Gross reach
Every contact a consumer has made with the mediums
Net reach
Amount of people in target group that are exposed to different mediums
Opportunity To See (OTS)
Average probability of exposure that an average reached target consumer has
How to calculate opportunity to see (OTS)
Gross Reach / Net Reach
Continuity of media
How is the campaign divided over time
3 possibilities for continuity
- A continuous schedule
- A pulsing schedule
- A flighting schedule
Continuous schedule (continuity)
advertiser spends a continuous amount of money throughout the campaign
