SETTING MEDIA OBJECTIVES AND KEY MEDIA CONCEPTS

Presented byManeesh kumar pandey MBA(I.B)-3rd sem. Roll No.12

Basic Components
Impression(degree of exposure and GRPs)
Reach(no. of different people exposed to the message) Frequency(repetition needed to make an impression)

IMPRESSION
An impression is one persons opportunity to be exposed to an ad. An impression is important because it is different from circulation (actual readership v/s circulation i.e copies sold) HUT(household using television) is the television exposure. Due to large figures television industry uses ratings i.e, GRPs.

REACH

The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. Success lies in reaching as many of target audience as possible. Shows the total no. of audience of a medium exposed to the ad.

FREQUENCY

Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.

Example of Reach and Frequency Goals

1. Achieve a minimum reach level of 80 with adults women aged 35-54 during the two introductory months
2. Maintain at least 50% reach in each advertising period and maximize when sales promotion runs (in February and October) 3. Maximize reach and frequency during sales peaks (September November)

How to Set Reach and Frequency Goals -- The desired levels will depend on
various situational factors

Reach
Decided according to the awareness level (goal) set

Set equal to or higher than the main competition

 Reach

Emphasized When anything new is introduced

- new distribution, new product features, new

ad copy, new sale promo, new packaging, new marketing/advertising objectives

 Frequency

Emphasized When the competition is intense

The question is: how much frequency is necessary

How to Set Reach and Frequency Goals

Other Marketing Factors to Consider: Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget

Product Life Cycle (PLC)

For

products in the introductory stage of Reach tends to be product life cycle, __________ more important.

For

established products in later life cycle Frequency stages such as maturity stage __________ tends to be more important.

 Breadth of Target Market

If

target is broadly defined demographically or geographically, _________ Reach would be more important.

If

Frequency target is narrowly defined, __________ would be more important.

Purchasing Cycle (PC)

For

products with short PC (e.g., ), Frequency _________ may be more important; For products Reach with long PC (e.g., ), _________ may be more important.

R/F objectives must also give adequate consideration to:

budget, promotional needs, stage of the

campaign

OTHER KEY MEDIA CONCEPTS

MEDIA PLANNING-identifying and selecting media options based on research into media profiles
MEDIA BUDGETING-is the task of identifying specific vehicles ex-Tv programmes,negotiating the cost to advertise and handling the details of billing and payment.