advertising media planning
Main idea:
how much of your target
are you reaching,
and how many times?
Reach & Frequency
gross impressions
The raw numbers of media audiences, in
duplicated form (the same person can
be counted more than once)
target audience reach
Total Target 100%
80%
Reach
The total number of different persons
exposed to an ad at least once, as a
percentage of the total population of
the target audience
reach & frequency
When to emphasize reach
New product introduction
New marketing/advertising objectives
Increase brand awareness
Sales promotion support
Exploit competitor weaknesses
reach
Radio Delivery Analysis
80.0
69.3
72.6
73.6
74.0
71.8
73.2
70.7
600
700
800
900
1,000
1,100
74.3
67.1
70.0
63.7
58.0
60.0
% Reach
50.0
45.7
40.0
30.0
20.0
10.0
100
200
300
400
500
T arget Rating Points (T RPs)
1,200
frequency
The average number of times the
audience reached is exposed to a
specific advertisement
=
4.0x
Frequency
reach & frequency
When to emphasize frequency
Lack of unique message
Limited brand differentiation
Significant competitive noise levels
Combat competitive attack
Overcome media and/or budget
limitations
frequency
Frequency distribution
Quintiles
Individual exposures
Relationship of reach to frequency
Reach x frequency=GRPs
Inversely related
effective frequency
Effective frequency numbers
Standard 3+ for TV or print
Could be higher (5+) for radio
Frequency caps for internet
Effective reach numbers (usually 3+)
Identify reach goal at established
effective frequency level
effective reach
Message Frequency
% Target
+
75%
+
65%
55%
+
45%
+
+
35%
Reach 55% of the target 3
or more times
The percent of the target
exposed to a message a specific
number of times, thereby
communicating the message
effectively
Usually 3+
effective (3+) reach
Radio Delivery Analysis
80.0
69.3
70.7
71.8
72.6
73.2
73.6
74.0
56.3
57.2
74.3
67.1
70.0
63.7
58.0
60.0
51.9
53.7
55.1
58.0
49.6
46.6
% Reach
50.0
42.5
45.7
Reach
36.5
40.0
3+ Reach
27.6
30.0
20.0
13.2
10.0
100
200
300
400
500
600
700
800
T arget Rating Points (T RPs)
900
1,000
1,100
1,200
media mix
When to mix media types
Extend reach
Flatten frequency distribution
Reinforce message/creative synergy
Reach different audiences
media mix
Estimating media mix reach & frequency
Random duplication
Reach= (a + b) – (a*b)
MEDIA BUYING
MEDIA BUYING
some considerations in buying media
Supply & demand
Media buyer input
Media buying experience
cost-per-thousand
CPM = cost to reach
1,000 people in the target
Important to evaluate the price
versus the amount of audience
cost-per-thousand
Print Media
Cost of 1 page X 1,000
CPM =
# of prospects
(readers or circulation)
cost-per-thousand
Broadcast Media
(based on homes or audience reached by a given program or time)
CPM =
Cost of 1 unit of time X 1,000
# of homes or persons (audience)
cost-per-thousand
Example
(Cost / Audience) X 1,000=CPM
($411,250 / 60,120,600) x 1,000
= $6.84
measuring audiences in advertising vehicles
Cost-per-rating point (CPP)
Important to evaluate the price
versus the amount of audience
represented by the ratings
cost-per-point
Broadcast Media
(based on homes or audience reached by a given program or time)
CPP =
Cost of one unit
Program rating:
household/demo
cost-per-point
Example
Everybody Loves Raymond Series
Finale
Unit Cost/TRPs=CPP
$500,000/12.5
= $40,000 CPP
media costs
TV – buy “spots” (standard :30)
Television
Dayparts
Network TV
Local Stations
Syndication
Cable TV
media costs
Radio – buy “spots” (standard :60)
Network radio
Spot radio
media costs
Magazines – buy pages
(standard FP4C)
General-interest (dual-audience)
magazines
Women’s service magazines
Home (shelter) magazines
“Twenty-something” adult magazines
media costs
Newspapers – buy “column inches”
(i.e., 3 cols x 10.5” = quarter page)
Run of paper
Supplements
Custom inserts
media costs
Internet – buy “impressions”
Banners
Rich media
Other Internet advertising
media costs
Internet – can also buy other ways:
Cost-per-click (CPC) standard for search
Cost-per-acquisition (CPA)
for direct response campaigns
media costs
Out-of-home media – buy “panels”
for 4 weeks
Poster panels
Bulletins
Transit advertising