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MKTING 8 (Media planning process (Buying media (Magazines Special…

- - - - Gross impressions
        Avg freq = gross impressions/net coverage
        
        total exposures w duplicated audience, any MV, anytime
        
        can exceed 100%, 1 person 1%
        
        Reach (%)
        
        % of TA exposed at least once
        
        opportunity to see OTS (u see anot is another issue)
        
        max 100%
        eg. 90% 9/10 homes
        90 = reach/1+ exposure
        9 = net coverage
        
        Frequency (x, no. of times)
        
        avg no. of times members in TA are exposed to
      - Weight metrics
        Gross ratings (GRPs)
        GRPs = reach x frequency
        
        sum of all vehicle ratings in a media sched
        
        amt. of gross weight an ad schedule can deliver
        
        rating ; proportion of TA exposed to single issue of ad vehicle
        eg. above 15yo can read news
        
        Target ratings (TRPs)
        
        adjust vehicle rating to reflect ppl who match TA group
        eg. choose whoever u want it to be
        
        Effective ratings (ERPs)
        ERPs = effective reach (3+ rate) x Avg frequency
        
        how often does TA have opp to be exposed?
        
        effective only if it has minimum 3+ reach (based on 3 exposure hypothesis krugman)
        
        ERPs subjective factors
        
        consumer awareness
        
        competitive position
        
        degree of loyalty
        
        message creativity
        
        objectives eg. awareness vs sales
      - Determinants, how to increase reach
        
        use multiple media
        
        diversifies vehicles within each medium
        
        varies dayparts (eg. instead of buying 7-11pm tv slot, buy 7-8pm slot everyday)
      - Reach:
        
        new products
        
        unefined markets
        
        brands w large shares, loyal cust
        
        infrequently purchased products
        
        Frequency:
        
        strong competition
        
        complex msg
        
        weak brand loyalty
        
        TA well defined
        
        frequently purchased products
  - - - measure cost efficiency not effectiveness
        
        lack of comparability across diff media, audience
  - - - Strengths
        
        selectivity
        
        long life
        
        high involvement potential
        
        high reproduction quality
        
        Limitations
        
        long lead times
        
        clutter
        
        not intrusive
      - Magazine audience measurement
        
        subscriptions & no. of ppl who read not equal
        
        variety of intermediaries collecting subscription, difficult to count accurately
        
        single copy purchase & publicly avail copies prevent us to identify readers
        
        share magazines
      - Simmons & MRI reports
        
        different research method
        
        specialist in measuring readership & audience size
      - Considerations in selecting magazines
        
        size of potential audience vehicle might reach
        
        cost
        
        appropriateness
    - - Market coverage
        
        homes, cars, phones
        
        Factors in buying radio time
        
        match station format with TM
        
        daypart
        
        choose station that is accessible to many areas
      - Strengths
        
        ability to reach segmented audiences
        
        transfer of imagery from TV
        
        intimacy
        
        Limitations
        
        no visuals
        
        buying difficulties
      - Radio audience measurement firms
        
        arbitron (nielsen audio)
        
        measure listenership & demographics
        
        owns radar (radios all dimension audience research)
        
        paper based diary approach to measure behaviour
        
        intro pager like meters
    - - Network advertising
        
        useful when selling product nationally on major networks
        
        expensive but cost-efficient to reach mass audience
        
        Spot
        
        in selected mkts
        
        regional oriented & geodemographic segmentation
        
        Syndicated
        
        independent company sells a show to many network affliated or cable tv stations
        
        Cable
        
        narrowcasting to reach 85% of all households
        
        Local
        
        tv inexpensive during fringe time
      - Strengths
        
        intrusion value
        
        can use humour
        
        can demo
        
        achieve impact
        
        Limitations
        
        erosion of viewing audience
        
        audience fractionalization
        
        zipping zapping
      - Infomercials
        
        long commerical 28-30mins
        
        expensive
        
        effective promo tool for moving merch
        
        Brand placements
        
        can be effective when brand is shown in context that match its image
        
        pay to get prominent placement
      - Television audience measurement
        
        high rated programs = more ex
        
        ratings difficult to count correctly
        
        National (network) audience measurement
        
        nielsen people meter tech
        
        Local audience measurement
        
        nielsen diary panels
        
        nielsen local people meter
        
        Challenges
        
        counting away from home viewers, listeners
        
        audience undercounts