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42 Cards in this Set
- Front
- Back
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Dual Role of Media
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- To deliver content that informs or entertains
- To deliver an audience to an advertiser |
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Dual Role of Advertising
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- To inform and entertain
- To subsidize media content (in the US) |
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Our focus
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-A means of conveying an advertising message about a product or service to consumers
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Medium/Class
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-The general category of available delivery systems, a class of carriers
- Television, newspapers, magazines |
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Vehicle
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-An individual carrier within a medium
- Time, Rolling Stones, Grey's Anatomy |
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Traditional Media
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Usually means mass media, newspapers, magazines, radio, TV and outdoor
Used for reaching mass audiences |
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Nontraditional Media
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Any innovative way of delivering messages to consumers
-take out box and coffee sleeves, airports, bathroom, guerilla, candy... |
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Reasons for using Nontraditional Media
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-advertising clutter
-customization/niche opportunities -commercial avoidance |
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Problems with Nontraditional Media
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-Audience measurement problem
-Planners have to "guesstimate" the size of audiences |
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Researcher Position
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Researching the relationship between consumers, media and brands
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Media Planner Position
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Determining how best to use media to convey the advertising message and target the consumer
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Media Buyer Position
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Implementing how best to use media to convey the advertising message and target the consumer
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Media Selling Position
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Selling space or time to the media buyer/advertiser
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Media Planning
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The series of decisions involved in delivering the promotional message in the prospective purchasers and/or users of the brand
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Media Planner Questions
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-To whom should we target our advertising?
-Which media mix should we use? -Where, geographically, should we advertise? -When should we advertise? -How much should we advertise? ($ and weight) |
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Challenges in Media Planning
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-Media Proliferation
-Insufficient Media Data - Time Pressures -Difficulty Measuring Effectiveness |
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Media Proliferation
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The number of media options in increasing
-Easier for a planner to find the right vehicle -Lack of measurements of audience sizes -Advertising clutter |
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Insufficient Media Data
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-Planners need more data than sometimes available
-Outdoor, Radio -Critical for small agencies |
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Time Pressures
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-Always in a hurry
-Gathering media data is time-consuming -limited number of broadcast times and programs available -Client is slow to approve the budget |
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Difficulty Measuring Effectiveness
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-No valid way of measuring advertising effectiveness
-Difficult to determine the relative effectiveness of different media or vehicle (Ex. reach vs frequency?, sales vs. brand awareness (image)) |
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What advertisers want to know about the audience
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-Audience demographics of various media classes and vehicles
-number of people exposed to a vehicle |
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Goal of Audience Measurement
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Match media with target markets
-Which vehicles reach largest number of prospects -Which vehicles have the least amount of waste |
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Universe
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Members of a particular demographic profile within a distinct geographic boundary
(Ex: women 25-52 within the Raleigh/Durham DMA) |
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Impression
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One opportunity for one individual to see an ad
One exposure to the media vehicle |
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Gross Impressions
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-Total number of individuals of households "delivered" or reached by an advertising schedule/campaign
-Raw number of audience size - total audience, including duplication |
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Gross Impressions Formula
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Gross Impressions=Numeral Reach x Average Frequency
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Reach (Numerical)
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-An estimate of the total number of different people in an audience that will be communicated to by your advertising
(This campaign will reach 1.5 million households) |
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Reach (Percentage)
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-An estimate of the percentage of the populate that will be communicated to by your advertising at least once
(This campaign will reach 56% of Women 25-54) |
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Average Frequency
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The average number of times a reached individual was exposed to an ad or campaign per week
Audience members are reached with varying degrees of frequency |
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Rating
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The % of the population(universe) that was exposed to a specific media vehicle at a specific time
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Example of Rating
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-How many W 25-54 watched Grey's last night?
-Greys: 8.5 rating points W 25-54 -So 8.5% of W 25-54 were watching Grey's last night |
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Rating Formulas
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Rating = HUT/PUT x Share/ 100
Rating= (Impressions/Universe) x 100 1 rating point = 1% of the population |
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HUT
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Households Using Television, % of homes in a market with sets on at a given time
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HUT formula
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HUT = (# HH Using TV/ Total # HH with Sets) x 100
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PUT
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Persons Using Television, % of persons in a market watching TV at a given time
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PUT formula
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PUT= (# of persons watching TV/Total # of persons) x 100
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Share
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Percentage of available audience (HUT or PUT) that are tuned in to a particular program at a specific time
-time period shares add up to 100 percent -HUT or PUT serves as base for calculation |
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Share formula
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Share = (Rating/ HUT or PUT) x 100
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GRPs & TRPs
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Gross Rating Points
Targeting Rating Points (people) - The sum of rating points delivered by a television or radio schedule -The combined audience percentage reach and exposure frequency achieved by a campaign |
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GRP formula
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GRP= Percentage Reach x Average Frequency
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Reach Formula
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Reach= GRPs/Average Frequency
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Avg. Frequency Formula
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Avg. Frequency = GRPs/Reach
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