Advertising media selection

1. Advertising Media Selection
IIM-Rohtak

2. MEDIA STRATEGY
• …process of analyzing and choosing
media for an advertising and
promotions campaign

3. 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)

4. Media Planning Roles
• Media Planner – formulates program
of when and where to place ads.
• Media Buyer – buy space and
negotiate rates, times and schedules.

5. 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

6. 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)

7. 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…

8. 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

9. THANKS!

10. THANKS!