The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner.
The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message.
This is one of the most important...
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1. Steady pulse: it is the easiest. For instance, one ad/week for 52 weeks or one ad/month for 12 months.
2. Seasonal pulse: Products like Vicks Balm, Glycodin Terp-Vasaka Syrup, Ponds cold cream follow this approach.
3. Period pulse: Scheduling follows a regular pattern, e.g., media...
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MEDIA SCHEDULING
The media planner should then prepare a media schedule. Media scheduling refers to the programming of media insertions. Media scheduling depends upon a number of factors such as:
Nature of product- consumer usables, durables or industrial
Nature of sales-whether seasonal...
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Affordable Method -
•Funds remaining after budgeting for everything else are dedicated to communications
Problems:
•No strategic orientation
•Can lead to under- or over-investment in advertising
When most of us try to determine how much to invest in the future we go through the same drill...
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target audience
voice method
Task Objective Method - This is just a way of saying, how much you have to spend to reach your objective. For example, you want to reach 50 percent of your audience. How many people do you have to reach? How many times do you have to run an ad? How much does each ad cost?
It identifies how...
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voice method
Show me the money
There are two primary methods of determining your advertising budget more specifically. First is the cost method, which theorizes that an advertiser can’t afford to spend more than he has. In my experience, this seems to be the most popular method used in associations.
The...
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voice method
The media ability is measured under the following heads:
1. Distribution Measurement: Expressed in the number of copies circulated.
2. Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposure.
3. Exposure Measurement: The advertiser...
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Media cost and media ability
To get the most out of the advertising rupees spent, the primary concern of the advertiser is media selection. The cost of buying space or time is weighed against the number of audience secured by such advertising. In fact, buying advertising space or time is...
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ALLOCATION OF FUNDS:
The planner should then decide on the amount of funds that would be allotted to each media type and vehicle. Here the planner will decide on the number of units of each media vehicle. For instance, if the media planner selects television, then he should decide on the...
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Distribution objectives.
Audience objectives answer the whom of advertising, distribution objectives answer the when and how often advertising should appear. This also addresses the question about distribution of advertising in various geographic areas as also whether it should be continuous...
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Target Audience Objectives
Defining the target audience objectives is a critical activity in a media plan. The audience consists of people in a specific age, income, educational, occupational, social and ethnic group.
While choosing the media one must bear in mind that the target is never a...
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DECIDING ON TARGET MARKETS:
Every media plan begins with target audience. The target audience can be classified in terms of age, sex, income, education, occupation and other variables. The audience can also be classified as children, teenagers, young adults, office goers, newly married...
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2. DECIDING ON MEDIA OBJECTIVES:
The media planner has to decide on the media objectives. Media objectives often are stated in terms of reach, frequency, gross rating points and continuity.
Media objectives
Before media planning can start, companies have to define the marketing...
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3. CHOOSING AMONG MAJOR MEDIA TYPES:
Every media plan requires that specific media types be selected – Doordarshan, Direct mail, satellite TV, newspapers, magazines, etc. Media planners must consider several variables before choosing among major types:
Target –audience media habits:
This is...
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SELECTING SPECIFIC MEDIA VEHICLES:-
Once a decision is made on media types, specific media vehicles within each medium must be chosen. For instance, the media planner may take a decision to select only magazines. The question now appears in which magazines. There are several classes of...
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ad message
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Two keys to success: frequency and continuity
People’s memories are short. That was the finding of a German psychologist, Hermann Ebbonghaus, in 1885. What Professor Ebbinghaus learned was:
People forget 60 percent of what they learn within a half-day.
The more repetition, the better...
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MEDIA PRINCIPLES
How to use reach and frequency
First, use them to determine if the media plan can achieve the goals of your strategy.
If your advertising objective is to get 50 percent of homes to be aware of your product or to try it, it can’t be done if your reach is less than 50 percent...
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3. FREQUENCY DISTRIBUTION
It is an analysis of how the average frequency actually distributes over the population, since no home really sees 1.5 messages.
Some homes receive one message, some two, etc. The maximum is always the total number of advertisements run
4. IMPRESSIONS
They...
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In radio the frequency argument is carried still further. The first reason for this is that audiences to any particular programme are very low and therefore to build cumulative coverage it is necessary to have spots in many programmes. Secondly, most people listen to radio whilst doing a number...
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