1 / 12

Media Strategy: Part 1 & 2 of 3

Media Strategy: Part 1 & 2 of 3. Planning That Delivers. Media Strategy Elements. Target Audience Media classes (Type/categories) Media Mix Media Timing. Measurement. Reach How many (unduplicated) Frequency How often each person is exposed to ad(s) Gross Impressions or GRPs

tierra
Télécharger la présentation

Media Strategy: Part 1 & 2 of 3

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Media Strategy:Part 1 & 2 of 3 Planning That Delivers

  2. Media Strategy Elements • Target Audience • Media classes (Type/categories) • Media Mix • Media Timing

  3. Measurement • Reach • How many (unduplicated) • Frequency • How often each person is exposed to ad(s) • Gross Impressions or GRPs • 1 million people reached 4 times = 4 million Impressions • GRPs are same as impressions but expressed in viewership, listenership, or readership rating points • TRPs • Another way of referring to GRPs with emphasis on the fact they are targeted prospects

  4. Rating Points • Program A • 20 Rating Points • Average 3 exposures • GRPs = 60 • Program B • 15 rating points • 2 exposure • GRPs = 30 • Total GRPs = 90 • Usual goal is at least 100 GRPs • Desired frequency minimum is at least two impressions

  5. Media objectives • Reach 80% of women between the ages of 18-24 each month of the year (or by the end of the quarter or by the end of the campaign)

  6. Media Strategy Part 2 • Which to use: Rating points or impressions? • Planners tend to use rating points because they are easy to use • Easier to compare 90 GRPs a week vs. 120 • Harder to compare 234 million gross impressions vs. 326 million • Advertisers like to impress their channels with the huge impression numbers

  7. Determining the Strategy • Choosing the four major elements • Target audiences • Media classes • Media mix or weight • Media timing

  8. Determining the Strategy • Target audiences • Demographics • Psychographics • Lifestyles • Product or brand usage • Geodemographics • Matching the audience with the media choices • Attitudes, viewing/reading/listening patterns, day parts

  9. Determining the Strategy • Media classes • Major media • Minor or supporting media • See media characteristics and recommendations chart pp 211 and 212

  10. Determining the Strategy • Media mix or weight • Even in a single medium like TV there can be a mix • Percent on daytime • Percent on late night • Percent on news • Percent on drama and comedies • Media weighting factors to consider • Diverse population needs assortment of media • Redbook Plus LHJ, BHG • National media like broadcasting to cover • Local media like spot, newspapers, to pinpoint • Impact of strategies dealing with competition, what dealers will see, negotiating advantage, production costs, how a medium affects target audience, impact of psychological context, impact on reach and frequency goals

  11. Determining the Strategy • Media timing • Budget constraints • Seasonality • Purchase-Repurchase cycle • Stage of product life-cycle • Competitive advertising patterns • Media dominance

  12. Determining the Strategy • Media Continuity • Continuous • Flighting • Pulsed

More Related