Advertising Media Selection

IIM-Rohtak

MEDIA STRATEGY• …process of analyzing and

choosing media for an advertising and promotions campaign

MEDIA PLANNING• No two plans alike, usually

includes:1. Marketing Analysis (careful

consideration of target market(s))2. Advertising Analysis (fundamental

Advertising Strategy 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)

Media Planning Roles• Media Planner – formulates

program of when and where to place ads.

• Media Buyer – buy space and negotiate rates, times and schedules.

Advertising Objectives• Reach – (depth) # of target reached with the medium• Frequency – (repetitive hits) # of times target exposed to

same ad within a specified time frame• GRP (Gross Rating Points) – impact or intensity of media

plan…vehicle’s rating X frequency=GRP

• Effective Rating Points (ERP)• Cost

– CPM (cost per thousand) cost to reach 1000 of the target audience/vehicle

– CRP (cost per rating point) = cost per media buy/Vehicle’s rating

– Weighted CPM = ad cost x 100 / actual audience reached• Continuity – exposure pattern or schedule used in the

ad campaign– Continuous– Pulsating– Discontinuous

• Impressions - # of gross impressions = # of exposures to entire audience

Reaching Ad Objectives• Effective Frequency and Effective

Reach = # of times target must see ad and % of target that must be exposed in order to reach Objectives.

• Allows for variation and strives for optimal frequency/mix.

• 3 exposure theory vs. Recency Theory = intrusion value vs. most recent in mind (1 may be enough for that target member if it need already top of mind)

MEDIA SELECTION• TV• Radio• Outdoor• Internet• Magazines• Newspapers• Direct Mail• Alternative Media

– leaflets, brochures, carry-homes, Ads on carry-homes, Ads on T-shirts & caps, movie trailers, free-standing signs, motel room ads, yellow pages, mall kiosks, by fax, video replay scoreboards, arenas, airline seats, walls of airports, subways, bus terminals, buses, cabs…

Media Mix• See Table 8.8 and Figure 8.5 on p.

260 of 3rd. ed.• MEDIA MULTIPLIER EFFECT –

increased impact of using 2 or more media

THANKS!