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Media Selection in

Advertising

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A series of decisions involving thedelivery of messages to audiences

Goals to be attained by the mediastrategy and program

Decisions on how the media objectivescan be attained

The various categories of delivery

systems, including broadcast and printmedia

A series of decisions involving thedelivery of messages to audiences

Goals to be attained by the mediastrategy and program.

Decisions on how the media objectivescan be attained

The various categories of delivery

systems, including broadcast and printmedia

Media Terminology

MediaPlanningMediaObjectivesMediaStrategy

Media

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Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Media Use DecisionPrint

Media Use DecisionBroadcast

Media Use DecisionOther Media

Selecting Media Within Class

Determining Media Strategy

Selecting Broad Media Classes

Developing the Media Plan

Setting Media Objectives

Setting Media Objectives

MarketingStrategy Plan

CreativeStrategy Plan

MarketingStrategy Plan

SituationAnalysis

CreativeStrategy Plan

SituationAnalysis

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Media Planning

Media Planning = Selection + Scheduling

1. Marketing Analysis (careful consideration of

target market(s))

2. Advertising Analysis (fundamental AdvertisingStrategy 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)

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F I G U R E 8 . 5

Developing Logical Combinations of

Media

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Factors Influencing Media

Planning Decisions Target Market Profile Looking at Brand/Product Dynamics

The Creative Execution Budget Considerations and Media Deals The Competitive Situation Availability and Timing Considerations

Cost Efficiency (CPM = Cost per thousand(CPM): cost of reaching 1,000 members of target

audience with media vehicle(s) or plan.)

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CPM Formula and Example

CPM =Cost

AudienceX 1,000

A-- :30 TV Commercial in Friends

Which is more cost efficient on a CPM basis?

CPM =$250,000

20,000,000

X 1,000 = $12.50

B-- :30 TV Commercial in Monday Night Football

CPM =$300,000

30,000,000X 1,000 = $10.00

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Media Selection

Media are evaluated based on selectivity.

There are two types of selectivity:

Class Selectivity is the ability of a medium to reach thetarget market without waste.

Geographic Selectivity is the ability of a medium to cover

a particular geographic area.

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Media Selection Factors

Advertising Objectives Reach

Frequency/OTS

Gross Rating Points = Reach X OTS

Cost per Thousand (CPM) = Cost/Total audience X1000

Cost per rating point (CPRP) = Cost of media/rating

Gross impressions audiences total exposure to acommunication

Continuity exposure schedule/pattern used in the

campaign

100marketainhouseholdsofnumbertotal

programatoturnedhouseholdofnumber

RatingX

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Selecting Media Television Radio

Transit

Billboard

Internet Magazines

Newspapers

Direct Mail

Alternate media

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Alternative Media

Leaflets, brochures, and carry-home menus

Ads on carry-home bags

Ads on clothing and caps

Ads on movie trailers (theater and rentals) Yellow pages

Ads sent by fax

Video replay and signage at sporting events

Ads on walls in airports, subways, etc.

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Media Scheduling

Reach(% of target audience with opportunity for

exposure to media vehicle(s) or media plan in a

given time frame)

+

Frequency

(average number of times target is likely to beexposed to the ad in a given time frame)

100%

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The Difference betweenReach and Frequency

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Media Scheduling (continued)

Reach

+

Frequency+

Continuity(how long the campaign runs

continuous vs. flighting vs. pulsation)

100%

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Three SchedulingMethods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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Reach, Frequency, and ContinuityRelationships with a Fixed Budget

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Media Scheduling (continued)

Reach+

Frequency

+Continuity

+

Dominance/Impact(the attention-getting ability of the media

vehicle(s) selected to run the ad)

100%

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Clutter

Number of MediaUsed

RepeatExposures

Editorial

Environment

Scheduling -continuous vs.pulse/flight

AttentivenessAttentiveness

Number of MediaUsed

Editorial

Environment

Repeat Exposures(consumer-generated)

Clutter

Media Factors DeterminingFrequency

MediaFactors

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Market opportunities Market threats

Availability of mediaChanges in media ormedia vehicle

Availability of media

Market threatsMarket opportunities

Flexibility in Media PlanningStrategies

Flexibility

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Evaluating the Media: Key Terms

Rating point: the % of a given population group that uses aspecified media vehicle.

Share: Households/persons using television (HUT, PUT): % ofhomes or people watching TV at a given time.

Gross rating point (GRP): total number of ratings for differentmedia vehicles. ( Reach x Frequency)

Gross impression: translation of GRPs into people; number ofaudience exposures x number of times they will see or hearvehicles.

Cost per rating point (CPP): cost of buying one rating point in a

given media vehicle or type. Audience: number or % of homes or persons using a media vehicle. Coverage: Same as reach the % of homes or persons receiving

broadcast signal within specified area, or receiving specificmagazine or newspaper.

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Evaluating the Media: Key Terms,Continued

Circulation: Total number of copies of a

publication sold through various forms of

distribution.

Readers per copy: average number of people who

read each issue of publication.

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Evaluating the Media Plan

Follow up

Measuring the impact:

Test consumer awareness of campaign before, during,

and after.Sales data.

Compare actual reach/frequency figures to proposed

estimates.

Syndicated Media Research ServicesNielson, Arbitron, Simmons, Audit Bureau of

Circulation