Professional Documents
Culture Documents
Learning Objectives
Learn about major decisions involved in media planning. Understand fundamental terms of media planning. Learn how to calculate media measures. Learn to use secondary data frequently used in media planning.
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Media Planning
I know half the money I spend On advertising is wasted, but I Can never find out which half. (JW)
Influential
2% 3% 9% 5%
57%
81%
9%
Television Radio
Newspapers Magazines
Dont know
What the Duration of the Campaign Should Be What the Size or Length of the Ad Should Be
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Threshold
Frequency
Frequency
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Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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* Confusing terms
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EXH 9-11
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Example: Television program X reaches 9 million men aged 18-34 within a four-week period. Example: Magazine Y has a reach of 25 percent of men aged 18-34 with an average issue.
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Example: A network television program may have a coverage of 95 percent of TV homes in the U.S. Example: Magazine Y has 25 percent coverage of men aged 18-34. (Means same as reach.)
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Time:
Relative Cost:CPRP
= Cost of ad time/Program rating
Drew Carey Cost per spot ad: $3,500 Rating: 11 CPRP: $3,500/11 =$318.18 Survivor Cost per spot ad: $4,000 Rating: 15 CPRP: $4,000/15 =$266.64
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SOURCE: reprinted with permission from Advertising Age, various dates. Copyright Crain Communications Inc.,
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Spot Advertising
-National and Local
Syndication
- Off-network syndication v. first-run syndication -Straight cash v. barter system
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Rating
Share
100
100
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HUT =
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BDI =
percentageof brandto totalU.S. sales in the market 100 Percentageof totalU.S. populationin market
CDI =
2% 100 1%
200
BDI =
1.2% 100 1%
120
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Low BDI
Low market share Good market potential Low market share Poor market potential
High BDI and high CDI High BDI and low CDI
This market usually represents good sales potential for both the product category and the brand. The category is not selling well, but the brand is; probably a good market to advertise in but should be monitored for declining sales.
The product category shows high potential but the brand is not doing well; the reasons should be determined.
Both the product category and the brand are doing poorly; not likely to be a good place for advertising. 30
Subscription + news stand (a single copy circul.) A basis for rate structure
Secondary circulation (out-of-home readers) Paid circulation v. controlled circulation Guaranteed circulation v. verified circulation ABC (Audit Bureau of Circulations) Total audience=readers per copy x circulation of an average issue
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SMRB/MRI Reading
Base: Female Homemakers Top Row: There are 86,474,000 female homemakers in the U.S. Column A: 77,418,000 female homemakers use breakfast cereals. Column B: All female homemakers using breakfast cereals is equal to 100% (i.e., base). Column C: 89.5% of the total female homemakers use breakfast cereals .
77 ,418 ,000 100 89 .5% 86 ,474 ,000
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Second Row: There are 3,925,000 female homemakers who read the magazine, Money. Column A: 3,448,000 readers of Money use breakfast cereals. Column B: 4.5% of all users of breakfast cereals read Money. 3,448 ,000 Column C: 87.8% of Money readers are users of breakfast cereals 3,448 ,000 Column D: Money readers are 2% less likely to use breakfast cereals than all U.S. female homemakers
77 ,418 ,000
3,925 ,000
100 4.5%
100 87 .8%
Review
Learn about major decisions involved in media planning. Understand fundamental terms of media planning. Learn how to calculate media measures. Learn to use secondary data frequently used in media planning.
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