Advertising Media Selection
Chapter 9 with Duane Weaver
MEDIA STRATEGY
• …process of analyzing and choosing
media for an advertising and
promotions campaign
MEDIA PLANNING
•
No two plans alike, usually includes:
1. Marketing Analysis (careful consideration
of target market(s))
2. Advertising Analysis (fundamental
Advertising Strategy and Budget)
3. Media Strategy (Media to be used and
creative decisions)
4. Media Scheduling (What ads when and
where)
5. Justification and summary (Metrics of
success)
Media Planning Roles
• Media Planner – formulates program
of when and where to place ads.
• Media Buyer – buy space and negotiate
rates, times and schedules.
Advertising Objectives
• Reach – (depth) # of target reached with the medium
• Frequency – (repetitive hits) # of times target exposed to same
ad within a specified time frame
• GRP (Gross Rating Points) – impact or intensity of media plan…
vehicle’s rating X frequency=GRP
• Effective Rating Points (ERP)
• Cost
– CPM (cost per thousand) cost to reach 1000 of the target
audience/vehicle
– CRP (cost per rating point) = cost per media buy/Vehicle’s rating
– Weighted CPM = ad cost x 100 / actual audience reached
• Continuity – exposure pattern or schedule used in the ad
campaign
– Continuous
– Pulsating
– Discontinuous
• Impressions - # of gross impressions = # of exposures to
entire audience
Reaching Ad Objectives
• Effective Frequency and Effective
Reach = # of times target must see ad
and % of target that must be exposed
in order to reach Objectives.
• Allows for variation and strives for
optimal frequency/mix.
• 3 exposure theory vs. Recency Theory
= intrusion value vs. most recent in
mind (1 may be enough for that target
member if it need already top of mind)
MEDIA SELECTION
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TV
Radio
Outdoor
Internet
Magazines
Newspapers
Direct Mail
Alternative Media
– leaflets, brochures, carry-homes, Ads on carryhomes, Ads on T-shirts & caps, movie trailers, freestanding signs, motel room ads, yellow pages, mall
kiosks, by fax, video replay scoreboards, arenas,
airline seats, walls of airports, subways, bus
terminals, buses, cabs…
Media Mix
• See Table 8.8 and Figure 8.5 on p. 260
of 3rd. ed.
• MEDIA MULTIPLIER EFFECT –
increased impact of using 2 or more
media
THANKS!