reach the percentage of different people exposed to a vehicle at least once. factors that affect...

Reach

The percentage of different people exposed to a vehicle at least once. Factors that affect reach level:• New product introduction (brand awareness, launch)• Advertising support for sales promotion activities• Competitor’s levels• Budget• Previous reach levels

Frequency

The average number of times an audience member is exposed to a commercial. Factors that affect frequency level:• Repetition• Compete in a highly competitive market• Uniqueness of the message• Noise level• Competitors’ levels• Media prices

Reach and GRP

Reach and GRP are directly related:

GRP Reach

600 85%

700 86%

800 87%

.....

1300 90%

Reach and Frequency

Reach and frequency are indirectly related:

GRP Reach Frequency

600 85% 1+

600 50% 3+

Reach, Frequency and GRP

How reach builds over time?• GRP and reach are directly related with each other. As GRP increases, reach also increases, but there is a diminishing point. After that point reach remains constant. There is no need to increase the level of advertising after that point.

Source: Advertising Media Planning, Exhibit 5.6, p.96

How reach builds over time?

• When a campaign starts out, reach rises quickly, as many people haven’t seen the advertisement before.

• As the campaign becomes more mature, there are fewer and fewer new people exposed. Reach rises more slowly. Meanwhile, the number of people exposed more than once, frequency, increases.

Effective Reach and Effective Frequency

Effective Reach: The percent of the target audience exposed at the frequency level that is effective in the planner’s judgement.

Effective Frequency: The amount of frequency the planner judges to be necessary for advertisements to be effective in communicating.

How do we decide effective reach and frequency?

Joseph W. Ostrow has defined factors that affect effective frequency as belows:

• Marketing factors• Copy factors• Media factors

Source: Sissors, Baron, Advertising Media Planning, p.214

The Ostrow Model of Effective FrequencyLow Required Frequency Frequency Adjustment High Required Frequency

Market FactorsEstablished brand -.2 -.1 +.1 +.2 New brandHigh brand share -.2 -.1 +.1 +.2 Low brand shareHigh brand loyalty -.2 -.1 +.1 +.2 Low brand loyaltyLong purchase cycle -.2 -.1 +.1 +.2 Short purchase cycleLess frequent usage -.2 -.1 +.1 +.2 Frequency usageLow share of voice -.2 -.1 +.1 +.2 High share of voiceTarget other group -.2 -.1 +.1 +.2 Target old people or

childrenMessage FactorsLow message complexity -.2 -.1 +.1 +.2 High message complexity

High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness

Continuing campaign -.2 -.1 +.1 +.2 New campaignProduct-focused message -.2 -.1 +.1 +.2 Image-focused message

Low message variety -.2 -.1 +.1 +.2 High message varietyHigh wearout -.2 -.1 +.1 +.2 Low wearoutLarge advertising units -.2 -.1 +.1 +.2 Small advertising unitsMedia FactorsLow clutter -.2 -.1 +.1 +.2 High clutterFavorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting

High audience attentiveness

-.2 -.1 +.1 +.2 Low audience attentiveness

Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling

Few media vehicles -.2 -.1 +.1 +.2 More media vehiclesHigh repeat exposure media

-.2 -.1 +.1 +.2 Low repeat exposure media

How do we decide effective reach and frequency?Effective Frequency

Reach: 55-60%(Low)Stage: Minor InnovationTarget: HousewivesDistribution Speed: Rapid BuildSeason: Summer

Proposition Type 1 (Established=1,New=3)Commercial Type 1 (Established=1,New=3)Message Type 2 (Simple=1,Complex=3)Advertising Impact 2 (High=1,Average=3)Habits/Attitude Effect 2 (Reinforcing=1,Changing=3)Competitive Activity 1 (Low=1,High=3)Recent Support 2 (High=1,Low=3)Support In Other Media 3 (High=1,Low=3)

0

100200

300400

500

600700

800G

RP

Effective Frequency

3+ 2+ 2+

670

430 430

Weeks 1-4 Weeks 5-8 Weeks 9+

Effective reach versus GRPs and cost

Source: Advertising Media Planning, Exhibit 5.12, p.105

Creating the Media Plan

Media Planning and Buying ProcessResearch

(Target audience, competitors, media)

Media Objectives

Media Budget

Media Strategy

Planning and Buying

Implementation

Evaluation

A Media Plan Should Include...

•Media objectives•Competitive analysis•Target audience analysis•Media habits of the target audience•Rationale for media selection•Media strategy•Flowchart

A Media Plan May Also Contain...

•Seasonality•Detailed broadcast times and costs•Other media considered but not recommended•Some alternative plans but not recommended•Anything else that the account group thinks as

the questions of the client

Time for discussion...

What kind of consequences can local or small companies face when they don’t apply the steps of media planning?

Media Plan...

Reaching •the right target audience•with the right medium•at the right timewith optimum number of repetition.•Who are you reaching?•Where are you reaching?•When are you reaching?

Who?Target audience is the group of people whom the advertising is attempting to influence

Life styles of target audience?– Product usage and media behavior– How do they spend their time and money? – Focus Groups, surveys, interviews...

Who?

The target audience is decided by

Creative group,

Marketing planners,

Account group,

Client,

Media planners

Where?

• Geographic markets

• Declining markets

• New markets

• Heavy users’ markets…

Where?

• Defensive strategy: Advertising in the markets where the brand’s sales are high.

• Offensive strategy: Advertising in the markets where the brand’s sales are low.

Where?

Which medium to use?

• Television

• Radio

• Internet

• Print

• Out of Home

• Mobile

• Transit

• Ambient

When?

• Monthly sales patterns

• Budget constraints

• Competitive activities

• Specific goals for the brand

• Product availability

• Promotional requirements

Scheduling

Scheduling: Controlling advertising timing

• Continuity

• Flighting

• Pulsing

Types of scheduling

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600

700

800

Jan Feb Mar April May June July Aug Sep Oct Nov Dec

GRP

0

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800

Jan Feb Mar April May June July Aug Sep Oct Nov Dec

GRP

0

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Jan Feb Mar April May June July Aug Sep Oct Nov Dec

GRP

Flighting Continous

Pulsing

GRP

GRP

GRP