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Learning how to do Basic Media Planning: Terms and Calculations
Planning decisions involve...
- Finding the right audience
- Message Evaluation
- Scheduling strategies
Media Evaluation Tools
- ______________________________
- ______________________________
- ______________________________
- ______________________________
- ______________________________
- _______________________________
- ______________________________
Simmons and/or MediaMark
- Provides ______________________________AND
- ______________________________ info
- ______________________________
- ______________________________ characteristics
- Relies on ______________________________
- Examples
Geographic Scope
What does a media planner need to know?
A market's ______________________________
- ______________________________ on brands and categories
Geographic Evaluation Concepts
- Brand development index (BDI) in a market
- Category development index (CDI) = sales.
Possible combinations
a) High BDI and high CDI
b) Low BDI and high CDI
c) High BDI and low CDI
d) Low BDI and low CDI
Concepts used in message evaluation
a) Reach & Rating
b) Average Frequency
c) Gross Impressions or rating points
d) Cost per thousand & Cost per rating point
Reach and Ratings
"the________________________ people (or households) exposed to an
advertising message during a specified time"
"the________________________ in a market tuned to a specific program."
Frequency
b) "the________________________ same person (or household) is exposed to the advertising message during a specified time"
example: 200 total exposures, reach of 50--what is the average frequency?
A Frequency Problem
If 3,000 people in your target audience watch MTV program 4 times during a 4-week period, and 3,000 people watch it six times, calculate the average
frequency for your media plan.
Message Evaluation
Gross Impressions & Gross Ratings Points
"the to the advertising schedule"
(reach or rating) X (frequency)
example problem: Ad reaches 50 people. We bought 4 ads.
CPM Cost Per Thousand
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