ADVT 250 1st Edition Lecture 9Outline of Last Lecture I. The creative BriefII. Execution OptionsIII. Verbal and Visual Elements IV. Design ElementsV. Advertising CampaignsOutline of Current Lecture Media PlanningI. Goal of Media PlanningII. Effective FrequencyIII. Gross Rating PointsIV. Gross ImpressionsV. Target Rating PointsVI. Opportunities to SeeVII. Continuity VIII. Things Media Planners Think AboutIX. Types of MediaX. Media TermsXI. Picking Media Vehicles These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Current LectureI. Goal of Media Planning 1.) To effectively expose an optimal number of people an optimal number of times to your advertising message in a cost effective way within your budget constraints. - Number of People: How many people need to see the message in order to meet your advertising goals?- REACH: The number of different people who are exposed to your media schedule within a given time period (is usually a month). So, if you’ve seen the same ad 10 times you still only count as one because reach is the number of different people who are exposed. REACH is expressed as a percentage of a specified group. (Ex: your target market.)- Number of times: How many times does a person need to see your message before remembering it? - FREQUENCY: The average number of times a Target market member is exposed to your media schedule. II. Effective Frequency1.) How many times a person needs to see your ad in order to achieve your goal. Effective Frequency level different for different advertising situations.2.) Purpose of advertising- Type of Message? Simple or complicated?- Type of purchase? Every day, week, or several years.- Type of media? Most effective method to reach TM. Ex: How one listens to radio means we need to run the ads over and over!III. Gross Rating Points (GRP’s)1.) Media goals are usually expressed as GRPsReach X Frequency = GRPs30 X 3.4 = 102Gives us an estimate of what we need to shoot for. GRP, we have generated media that has reached 102% of our target market.IV. Gross ImpressionsGRPs as a raw numberGRPs =102TM size = 5,250,000Gross Impressions = 5,355,0001.02 X 5,250,000 = 5, 355,000So, 5,355,000 means that the amount of people reached is actually a larger audience than our target market. V. Target Rating Points1.) TRPs= same as GRPs but expressed in terms of your specific target market. VI. Opportunities to See 1.) Vehicle (the type of media used) Exposure does not equal Ad Exposure. You are givingpeople opportunities to see the message. We can weight reach figures to estimate vehicle exposure. VII. Continuity 1.) Continuity = how Media are scheduled. 2.) Three different continuity/ scheduling options:- Steady: we run our ads at the same level of GRP all year long. Ex: Insurance, toothpaste, grocery store. - Flighting: Choose to run our ads certain times of the year, and none at all at other times of the year. Ex: Christmas, Halloween, something that is clearly seasonal. - Pulsing: Run ads year long, but certain times of the year we will run the ads more frequently and less frequently during certain times of the year. Ex: Soup, movies, cars, coke. Reach Frequency Continuity *The Triangle illustrates that there is a reach, frequency, and continuity trade off. In order to emphasize one, it will lessen the impact/ability to utilize another because of limited time, money, and resources.*VIII. Things Media Planners Think About1.) Target Market’s media use: if trying to reach college students, then what media are they using most?2.) Advertising Goals: you must always tie things back to ad goals3.) Media goals (reach, frequency, etc)4.) Timing (continuity)5.) Geography (anything unique about our situation regarding geographically)6.) Creative Requirements (ex: demonstrating how to use something new)7.) Special Marketing Requirements. (Ex: media that delivers coupons)IX. Types of Media- Measured media: Have an independent company that measures media use. TV, radio, magazine, newspapers, outdoor(billboards). Sometimes called “traditional media.” - Non-measured Media: Any media channel that is not independently audited. Ex: internet, cinema advertising, place-based media (channel 1 in schools), social media, etc. X. Media Terms- Media Type: ex: magazines, tv, etc.- Media Class: Ex: Women’s fashion magazines, sports magazines, health magazines, home and garden magazines, etc.- Media Vehicle: Ex: Vogue, Elle, Glamour, etc. (The actual ‘car’ you place your ad in, to deliver message to your target market. The vehicle is usually decided by themedia buyer, not the media planner. The planner usually plans up to the media class point.) - EX: Network television -> Competition Shows -> American idol, so you think you can dance, etc. - EX: Newspapers -> Entertainment weeklies -> Metro PulseXI. Picking Media Vehicles1.) Coverage of your target market: how many people in your TM does the vehicle reach? 2.) Cost: - Absolute cost: what you absolutely pay for the ad itself. A $1200 ad. - CPM: Cost Per Thousand. Way to compare cost efficiency of different vehicles. (The ad in Glamor is $130,00 but the ad in elle is $450,000. Which one should I buy?)CPM = Cost ($) X 1000 Audience (#)Glamour Reaches 1,560,000 TM members = $83.33 to reach 1000 peopleElle reaches 5,500,000 TM members = $81.81 to reach 1000 people 3.) Editorial Environment: Is this where you want your message seen? Do you want to advertise Disney in Playboy?4.) Production Quality: visuals in food ads are very important so advertising in a magazine might be more effective than a newspaper. 5.)Closing Dates: When does the advertising have to be delivered to ABC, etc.6.) Merchandising Cooperation: Glamor will put together beach bags with a bunch of their stuff in them for free as kind of an thank you for advertising with