2. ADVERTISING MEDIA
An advertising medium is the vehicle used to carry the
advertising message from the sender to the intended
receiver.
Advertising media
Print Broadcast Outdoor or Specialty Mail Sales
Media Media Transit Media Media Media Promotion
Media
Newspapers Radio
Point of purchase of ad
Trade shows
Magazines Television Samples, coupons,
Premium, contents
3. MEDIA PLANNING
Media planning is the series of decisions involved in
delivering promotional message to the prospective
purchasers and/or users of the product or brand.
Media planning is a process in which a number of
decisions are made, each may be altered or abandoned as a
plan develops.
The media plan is the guide for media selection.
Three basic concepts that are generally incorporated in the
media planning process
Reach
Frequency
continuity
4. REACH
Reach refers to the total number of households that will
be exposed to the message through a particular media
vehicle over a set period of time
or
It is the measure of the number of different audience
members exposed to at least once to a media vehicle in a
given period of time.
Reach is usually expressed as a percentage of total
number of households in a prescribed area that have
been exposed to the advertising message.
The purpose of reach is the optimal exposure.
5. CONT…..
New brands or products need a very high level of reach
since the objective is to make all potential buyers aware of
the new entry.
High reach is also desired at later stages of the product
cycle.
The strategy of greater reach is desirable in following
circumstances;
When introducing the new use for the product in order
to expand its market share.
To improve the image of the company
When a new product is introduced
6. DETERMINING EFFECTIVE REACH
Effective reach represents the percentage of a
vehicle’s audience reached at each effective frequency
increment.
This concept is based on the assumption that one
exposure to an advertisement may not be sufficient to
convey the desired message.
Reach of television channels is often expressed in the
form of "x minute weekly reach" - that is, the number
(or percentage) of viewers who watched the channel
for at least x minutes in a given week.
8. FREQUENCY
Frequency refers to the number of times the receiver is
exposed to the media vehicle
or
o Refers to the number of exposures to the same message
that each household supposedly receives.
Since frequency may differ for different set of
households the average frequency is
total exposure for all households
Average frequency =
Reach
o Average frequency means that the average household is
exposed to the message …. times
9. Frequency primarily means the repetition of the same
message, and the objective of greater frequency is to
promote interest and desire for the product on a continuous
basis
Typical forgetting curve
Percent recall
time
Typical Forgetting Curve
10. HIGH FREQUENCY IS REQUIRED,
1. When the message is not easy to remember
2. When the direct order from people is desired as a
result of a given advertisement
3. When competitor is using higher frequency to reach
the same segment of the market .
4. When product or brand differentiation is low from that
of competitor
5. When a reaction is desired within a limited time
period
11. FACTORS IMPORTANT IN DETERMINING
FREQUENCY LEVELS
Media factors
Marketing factors
Message and creativity factors
1. Media factors:
Attentiveness: the higher the level of attention achieved by the
media vehicle, the less frequency is required. Low attention
getting media will require more repetitions.
Number of media used: the fewer media are used, the lower the
level of frequency required.
Clutter: the more advertising that appears in the media used, the
more frequency is needed to break through the clutter.
12. CONT…..
Repeat exposure: media that allow more repeat exposure require less
frequency.eg: monthly magazines
Editorial environment: an ad that is consistent with the editorial
environment needs lower levels of frequency
Scheduling: continuous scheduling requires less frequency than does
fighting or pulsing.
2) Marketing factors:
Brand loyalty: inverse relation exists between loyalty and frequency.
Usage cycle: products used daily will quickly needed to be replaced.
Higher level of frequency is desired
Brand history: is the brand new or established? New brands generally
require higher frequency levels
13. CONT…..
Target group: the ability of the target group to learn and retain
messages has a direct effect on frequency.
Brand share: inverse relation exists between brand share and
frequency.
Competitive share of voice: higher frequency levels are required
when a lot of competitive noise exists and when goals is to meet or
beat competitors.
Purchase cycle: shorter purchasing cycles require higher frequency
levels to maintain top of mental awareness
3) Message or creative factors
Image versus product sell: creating an image requires higher levels
of frequency than does a specific product sell.
14. CONT…..
Message complexity: the simpler the message less is the frequency
required
Message uniqueness: the more unique is the message lesser is the
frequency required
Advertising units: Larger units of advertising require less frequency
than smaller ones to get the message across.
Wear out: Higher frequency may lead to wear out. This effect must be
tracked and used to evaluate frequency level.
New versus Continuing campaigns: New campaigns require higher
level of frequency to register the message.
Message variation: A single message requires less frequency. A
variety of message require more.
15. GROSS RATING POINTS (GRP)
The media buyer typically uses a numerical indicator
(GRP) to know how many potential audience members
might be exposed to a series of commercials
GRP=(reach)(frequency)
GRP is the total audience that might be reached by a
media schedule.
