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Media Planning. Challenge to Planners Right PeopleRight Message Right Time Aperture Right Contact...
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Transcript of Media Planning. Challenge to Planners Right PeopleRight Message Right Time Aperture Right Contact...
![Page 1: Media Planning. Challenge to Planners Right PeopleRight Message Right Time Aperture Right Contact Point.](https://reader036.fdocuments.in/reader036/viewer/2022082518/5697c0031a28abf838cc4073/html5/thumbnails/1.jpg)
Media Planning
![Page 2: Media Planning. Challenge to Planners Right PeopleRight Message Right Time Aperture Right Contact Point.](https://reader036.fdocuments.in/reader036/viewer/2022082518/5697c0031a28abf838cc4073/html5/thumbnails/2.jpg)
Challenge to Planners
Right PeopleRight Message Right Time
Aperture
Right Contact Point
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Media Planning Process
1. Who should receive our media? (Target Audience)
2. Where do they live / where to advertise? (Geography)
3. What media are they in contact with? (Media Mix)
4. When do we start & stop advertising? (Scheduling)
5. How many targets do we want to reach? (Reach)
6. How often should we repeat ads? (Frequency)
7. How much do we spend on advertising? (Budget)
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Geographic Spending
• National Approach– Spend in all markets
• Spot Approach – Spend in select markets
• Combined – Spend in all + additional in select markets
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Scheduling
• Continuity
• Flighting
• Pulsing
• Influenced by:– Seasonality– Product purchase cycle– Interval between decision & purchase/action
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Brand A
Brand B
Brand C
Brand A
Brand B
Brand C
$1000,000 $500,000 $200,000 $900,000 $2,600,000
(SOV)
Radio
Media Mix Spending & SOV
$900,000
% of spending by one brand in a given media category relative to the total spending by all brands that are advertising in that category.
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Basic Concepts
• Impressions / Gross impressions / GRPs
• GRP = GI/Universe * 100
EX: Assume there are 85 million TV homes:
Prog. Rating # HH #insertions GI’s (M) GRPs
A 20 2
B 15 4
C 25 4
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Basic Concepts
• Reach unduplicated audience– Example in book
• Frequency GRP / Reach– Example in book
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Optimizing Reach & Frequency
• Reach
– New product– Wide market– Awareness of new
product / features– Reminder for masses’
brand– Simple
messages/products
• Frequency
– New product– Smaller market– Complex messages /
products– Announcements– Trial / attitude change– Daily use products– Build SOV in
competitive market
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CPP / CPM
• Calculating Media Efficiency– CPM Cost to generate 1000 impressions
= Cost of Ad Unit X 1000
Gross program impressions
– CPP Cost to reach 1% of target audience
= Cost of Ad Unit
Program Rating
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CPM - Example (Television)
Capital Talk Jawab Deh
Cost of 30s 10,000 20,000Rating 20 30
Total TV HH = 1,000,000CPM =
A: 10,000/200,000 * 1000 = Rs. 50B: 20,000/300,000 * 1000 = Rs. 66
So Capital Talk is more cost-efficient
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Basic Rules of Media Planning
1. Optimize Reach & Frequency (effectiveness)
2. Minimize CPM
(efficiency)
3. Avoid Waste
4. Stay Within the Budget