1. Media planning

2. Chapter outline

4. Figure 8.1 Steps in media planning

5. Steps in media planning Assess the communications environment : the communications environment needs to be screened to formulate a media plan: – media planners should be acquainted with all regulations and legal aspects, as well as with local habits; – media planners should be able to judge the communications efforts of the competition on the basis of category spending, share of voice and media mix. • Describe the target audience : looking specifically at their media behaviour. • Set the media objectives : based on frequency, reach, weight, continuity, coverage and cost. • Select the media mix : looking at qualitative, quantitative and technical criteria. • Buy media .

6. Figure 8.2 Media objectives

8. Figure 8.3 Ad frequency and ad effectiveness

11. Figure 8.4 The  -coefficient: exposure and memorisation

12. Table 8.1  -coefficients for different media Source : Quattro Saatchi, Brussels (2003)

13. Figure 8.5 The relation between exposures and memorization for different media Source: JFC Informatique & média, Paris, France (2003)

14. Table 8.2 Number of contacts for different media Source : Quattro Saatchi, Brussels (2003)

16. Table 8.3 Example of reach by medium Based on : IP Peaktime (2004), Television 2004. European Key Factors . Neuilly-sur-Seine, Cedex, Brussels: IP

17. Figure 8.6 Gross reach and reach

18. By multiplying reach (in percentage) and frequency for the different media vehicles used: n GRP = ∑ ( f i x r i) i=1 Where: n = number of media vehicles fi = frequency of media vehicles i ri = percentage reach of media vehicle i By multiplying reach (in percentage) and opportunity to see: GRP = Reach x OTS Where: reach = audience across different media vehicles minus duplicated audience

19. Table 8.4 Reach and frequency distribution

21. Figure 8.7 Continuous advertising

22. Figure 8.8 Flighting advertising

23. Figure 8.9 Pulsing advertising

24. Cost The cost of a medium is usually expressed as the cost per thousand (CPT), Meaning the cost of reaching 1000 people. Cost per thousand (CPT) is usually referred to as CPM, the “M” referring to the Roman symbol for thousand. CPM is calculated by dividing the cost of the medium (the air cost of a 15- or 30-second commercial, the cost of a one-page magazine) by the medium’s Audience. More interesting to know is the cost per thousand people of your target market, also represented by CPM – TM. Cost of the medium CPM = ───────────── x 1000 Total reach Cost of the medium CPM–TM = ───────────── x 1000 Useful reach

25. Figure 8.10a Percentage spend on advertising media in the European Union Based on: IP Peaktime (2004), Television 2004. European Key Factors. Neuilly-sur-Seine, Cedex, Brussels: IP

26. Figure 8.10b Percentage spend on advertising media in the US Based on: Ad Age Fact Pack, February 2006, Crain Communications Inc. (http://www.adage.com)

27. Table 8.5 Mixed media criteria to compose media plan

28. Medium selectivity Medium selectivity refers to the extent that a medium is directed towards the target Group. Medium selectivity can be represented by a selectivity index showing how well the target group is represented in the medium reach, relative to the universe: % of the target group in total reach Selectivity index = ─────────────────────── x 100 % of the target group in the universe Selectivity index < 100: The target group is under-represented; The vehicle is not selective on the target group Selectivity index = 100: The target group is proportionally represented Selectivity index > 100: The target group is over-represented; The vehicle is selective on the target group

29. Table 8.7 Impact of media context variables Based on : Moorman, M . (2003), Context Considered. The Relationship Between Media Environments and Advertising Effects , Doctoral Dissertation. Universiteit van Amsterdam, the Netherlands

30. Advantages and disadvantages of print and audio-visual media Print Newspapers Advantages High reach Flexible Credible Regional Large amount of information Magazines Advantages High reach Selectivity High quality of reproduction High involvement Credible Large amount of information Long life span Disadvantages Limited selectivity Low quality of reproduction Short life span Disadvantages Slow medium Less flexible High clutter

31. Advantages and disadvantages of print and audio-visual media Door-to-door Advantages Geographically flexible Fairly high reach Large amount of information Low cost clutter Audio-visual media TV Advantages Creativity Impact Captivity Attention High reach Geographically selective Disadvantages Less selective Low involvement Low quality of reproduction Disadvantages High cost Lack of selectivity Short life span Clutter

32. Advantages and disadvantages of print and audio-visual media Radio Advantages Reach Costs Selectivity Disadvantages Short life span Low involvement

33. Photo 8.2 Tio Pepe advertise outdoors Source : Corbis/John Hicks

34. Figure 8.11 Reach and frequency of advertising campaigns of Nizoral and its competitors

35. Figure 8.15 Communications objectives, media solutions and selected media type

36. Figure 8.20 Media plan and budget