Mcom 341 week 12 summary
- 1. MCOM 341<br />Week 12 Summary<br />MEDIA PLANNING & BUYING<br />Definitions:<br />media planning The process that directs advertising messages to the right people in the right place at the right time.audience objectives Definitions of the specific types of people the advertiser wants to reach.distribution objectives Where, when, and how advertising should appear.message weight The total size of the audience for a set of ads or an entire campaign.reach The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks. Reach measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number.frequency The number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicle.effective frequency The average number of times a person must see or hear a message before it becomes effective.ad impressions Possible exposure of an advertising message to a single user. Also known as OTS, opportunity to see.gross impressions The total of all the audiences delivered by a media plan.rating The percentage of homes or individuals exposed to an advertising medium. One rating point = 1% of the population.continuity The duration of an advertising message or campaign over a given period of time.effective reach Term used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be received.brand development index (BDI) The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.category development index (CDI) The percentage of a product category's total U.S. sales in an area divided by the percentage of total U.S. population in the area.media buyer Person responsible for negotiating and contracting the purchase of advertisement space and time in various media.<br />Other Concepts:<br />Media Planning Issues & Decisions<br />Which media to use?<br />Where (geography)?<br />What time of year?<br />How often?<br />How to integrate with other advertising and marketing?<br />Relationship of Reach, Frequency and Continuity<br />Reach, frequency and continuity have an inverse relationship.This advertiser can reach 6,000 people once, 3,000 people 5.75 times or 1,000 people 9 times for the same budget. To achieve continuity, the advertiser may have to sacrifice reach and/or frequency.<br />Ad Response Curve<br />The ad response curve shows thresholds for awareness and overexposure.<br />The “5 M’s” of the Media Mix in the Media Plan<br />The 5 MsMediaMarketsMoneyMechanicsMethodologyThe various targets of a media plan – the audiencesHow much to budget and where to allocate itAll communi-cation vehicles available to a marketer, anything you can put your name onThe details of buying each medium: air time, ad sizes, rates, production costs, etc.Selecting & scheduling media to get the desired message weight, reach, frequency & continuity.<br />BDI & CDI<br />Brand Development Index (BDI) indicates sales strength of a brand in a specific market.BDI = % of brand’s total U.S. sales in area x 100 % of total U.S. population in area<br />Category Development Index (CDI) indicates sales strength of a whole product category in a specific market.CDI = % of product category’s total U.S. sales in area x 100 % of total U.S. population in area<br />Methods of Scheduling Advertising<br />Continuous: advertising runs steadily and varies little<br />Flighting: alternates periods of advertising with periods of no advertising<br />Pulsing: mixes continuous and flighting strategies, maintaining a low level of consistent advertising with period heavy pulses<br />