Mba Notes for Marketing

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Module 2 Media Planning & Strategy
Chapter 20.1 Media Planning

Number of promotional messages from the manufacturer need to be communicated with the prospective customer of the product. Media plan determines the best way to get the advertiser’s message to the market thro’ various media vehicles. In the basic sense, the goal of the media plan is to find combination of media that enables the marketer to communicate the message in the most effective manner to the largest # of potential clients at the lowest possible cost.

Technologies adopted:

Media vehicle: Media vehicle is the mode by which the message is transmitted to cable network, magazine, banner etc.,

Coverage/Reach: reach refers to the audience exposed to a media vehicle atleast once in a given period of time. Coverage indicates the degree to which the info reaches the market. It is expressed as a %.

Coverage = Circulation = 300,000 = 30% -------------- ---------- Total # of HHs 1000,000

The greater the coverage, the greater the # of people exposed to the message. Ex: If a newspaper has a circulation of 3 lac HHs in the area covered, where the total # of HHs is 10 lac, then the newspaper coverage is said to be 30%.

The above coverage does not indicate the actual audience size of the newspaper. This brings us the difference bet circulation & readership.

Module 2 Media Planning & Strategy
Chapter 20.2 Media Planning - 2

Circulation: Circulation refers to the total # of copies sold of a particular newspaper or a magazine. It applies only to the press media. Circulation only indicates the potential audience size of a newspaper or a magazine. It does not necessarily mean that this # of people actually read the publication.

Readership: Readership should not be confused with the circulation. It refers to # of persons who actually read the publication.

Frequency: Frequency refers to the # of times a person or a HH exposed to the same advertising message in a program during a given period of time.

Frequency = Total # of exposure
------------------------
Reach

If there is a small sample HH, say 300, has a reach of 50%, then the frequency would be 6.

Continuity: Continuity refers to whether the advertisement is to be done on a continuous basis or periodical basis.

Gross Rating Point: Reach X Frequency

Media planner may like to know “in which program the ad is to be inserted”. He proceeds as follows: Program X has a reach of 60 at an average frequency of 5. Therefore, GRP rating is: 60 x 5 = 300

Program Y has a reach of 70 at an average frequency of 4. Therefore, GRP rating is: 70 x 4 = 280
Although program Y has a higher reach, the media planner will choose program X bec of better GRP rating.

Module 2 Media Planning & Strategy
Chapter 20.3 Media Planning/Problems - 3

Target Rating Points (TRP): a panel is constituted. Each panel member is given a diary to record the channel he watched. He is called “primary audience”, bec he owns the TV. Those who don’t own the receiver set but watch the TV are known as “secondary audience”.

One TRP is considered equal to 1% of audience. In this case, 70 people watch the specific TV program, and then the TRP is 70% i.e., 70% of audience watched the TV program.

The following are the problems of media planning:

Insufficient information: Sometimes, the data is not measured bec it is too expensive. Continuous measurement of radio listnership or TV viewership is difficult. Only a period of study is possible & that too, with a limited sample.

Inconsistent terminology: The cost-base used is different in different media. The methods adopted to estimate the cost for different media are not...
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