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8/9/2019 Mkt 340 Class6-Media
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Advertising Budgeting, Media,and Media Planning
Mkt 340
Prof. Bill White
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Setting the BudgetPercentage ofSales
Payout PlanCompetitive Budgeting
The Task or Objective Method Whats the objective?
What type and how much media needed? Can we afford it?
Arbitrary
Administering and Protecting the Budget
The Advertising Budget
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Media Defined
The vehicles that carry the ads to thetarget market.
Which is most important? Picking thecorrect media or having great creative?
What are the types of media?
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Examples of Nontraditional Media
ABC Inflight Airplanes
ActMedia Supermarkets
Aislevision Supermarkets
Aladdins Castle Malls
Beyond the Wall College posters
Channel One High schools
CineSpot Cinemas
CNN Airport Network Airports
Cover Concepts Book Covers High schools
Go Cards Health clubs, restaurants
Instant Coupon Machine Supermarkets
Military MediaBoards Military basesMiller Airship Blimps
ResortSports Network Resorts
Roadmark Fleet Advertising Trucks
Screenvision Cinemas
U College newspapers
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Sample of a Syndicated Media List
MAGAZINES RADIO NETWORK TV CABLE NETWORKS
Allure Adult Contemporary American GladiatorsArts & Entertainment
American Baby All News Americas Funniest..American Movie Classics
American Health All Sports Americas Most Black Entertainment TV
American Hunter AOR/Progressive Rock Baywatch The Box
American Legion Black Beverly Hills 90210 Bravo
* * * *
* * * *
Working Woman Religious/Gospel Washington Week TV Food Network
WWF Magazine Soft Contemporary Wild America USANetwork
Yachting Spanish Wings VH-1
Yankee Urban Contemporary WKRP in Cincinnati The Weather ChannelYM Variety The X-Files WGN-TV
Source: Mediamark Research, Inc., Spring 1995.
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Organization of the Media Function
Media planner
Media buyer
Media researcher
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Important Trends in Media
Convergence
Interactivity
Creativity
Optimization
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Key Media Terms
Media plan: document that establishes howmedia will be used to disseminate an advertisersmessage, including objectives and strategy.
Media objective: statement in media plan thatexplains the goals of the plan; usually states howmany of the target will be exposed to advertisingmessages in a given time period, and how often.
Media strategy: statement in media plan thatoutlines how objectives will be accomplished;shows where and when advertising messages willappear, and at what cost.
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Media Planning
Media Planning = Selection + SchedulingFactors Influencing Media Planning Decisions
Target Market ProfileLooking at Brand/Product DynamicsThe Creative ExecutionBudget Considerations and Media DealsThe Competitive Situation
Availability and Timing ConsiderationsCostEfficiency (CPM = Cost per thousand (CPM): cost
of reaching 1,000 members of target audience with mediavehicle(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
30,000,000
X 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 reachthe target market without waste.
Geographic Selectivity is the ability of a medium tocover a particular geographic area without spillover.
How would you rate the different major mediain terms of class and geographic selectivity?
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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 be exposed to
the ad in a given time frame)
100%
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The Difference between Reachand 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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Reach, Frequency, and Continuity Relationships 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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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): %of homes or people watching TV at a given time.
Gross rating point (GRP): total number of ratings for differentmedia vehicles. Gross impression: translation of GRPs into people; number of
audience exposures x number of times they will see or hearvehicles.
Cost per rating point (CPP): cost of buying one rating point ina given media vehicle or type.
Audience: number or % of homes or persons using a mediavehicle.
Coverage: Same as reach the % of homes or personsreceiving broadcast signal within specified area, or receiving
specific magazine or newspaper.
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Evaluating the Media: Key Terms,Continued
Circulation: Total number of copies of a publication soldthrough various forms of distribution.
Readers per copy: average number of people who read
each issue of publication.
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Types of Media Plans
Geographic Local, spot, key market
Regional National International
Selective
Combination
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Sample Flowchart of a Media Plan
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Evaluating the Media Plan
Follow upgetting make-goods, tearsheets.Measuring the impact:
Test consumer awareness of campaign before,
during, and after. Sales data.
Compare actual reach/frequency figures toproposed estimates.
Syndicated Media Research Services Nielson, Arbitron, Simmons, Audit Bureau of
Circulation