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Media planning analysis

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Desmond Ese-Omovie

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Media Planning and Analysis Chapter Fourteen
Chapter Fourteen Objectives ,[object Object],[object Object],[object Object]
Chapter Fourteen Objectives ,[object Object],[object Object],[object Object]
Chapter Fourteen Objectives ,[object Object],[object Object]
Saab 9-5 ,[object Object],[object Object],[object Object]
Saab 9-5 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Saab 9-5 ,[object Object],[object Object],[object Object],[object Object]
Saab 9-5 Media Plan ,[object Object]
Saab 9-5 Magazine Ad ,[object Object]
Saab 9-5 Dealer Kit ,[object Object]
Saab 9-5 Direct Mail uestionnaire ,[object Object]
Saab 9-5 Direct Mail Response to Questionnaire ,[object Object]
Saab 9-5 Dealer Leads ,[object Object]
Saab 9-5 Dealer Sales Literature ,[object Object]
Saab 9-5 Consumer Test Drive Contest ,[object Object]
Saab 9-5 Consumer Test Drive Contest ,[object Object]
1-800-COLLECT Media Strategy ,[object Object]
Media Overview ,[object Object],[object Object],[object Object]
The Media-Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Overview for the Media Planning Process Advertising Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Strategy Advertising Objectives Advertising Budget Message Strategy Media Strategy
The Media-Planning Process ,[object Object],[object Object],[object Object],[object Object]
The Media-Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Media-Planning Process 4. Buying media 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles
Selecting the Target Audience ,[object Object],(1) Buyographics (4) Lifestyle/psychographics (2) Geographic (3) Demographic
Specifying Media Objectives ,[object Object],[object Object],[object Object]
Specifying Media Objectives ,[object Object],[object Object],[object Object]
Reach ,[object Object],[object Object],[object Object],[object Object]
Reach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors Determining the Reach ,[object Object],[object Object],[object Object]
Frequency ,[object Object],[object Object],[object Object],[object Object]
Market Factors/Frequency Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market Factor Type Frequency
Message Creative Factors/Frequency Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],Message/Creative Factor Type Frequency
Media Factors/Frequency Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],Media Factor Type Frequency
Weight ,[object Object],[object Object],[object Object],[object Object],[object Object]
Weight ,[object Object],[object Object],[object Object],[object Object],[object Object]
Determining GRPs in Practice ,[object Object],[object Object]
Determining GRPs in Practice ,[object Object],[object Object],[object Object],[object Object],[object Object]
Weight ,[object Object],[object Object]
Weight ,[object Object],[object Object],[object Object]
The Concept of ERPs ,[object Object],[object Object]
How Many Exposures are Needed? ,[object Object],[object Object],[object Object],[object Object]
How Many Exposures are Needed? ,[object Object],[object Object],[object Object]
Efficiency Index Procedure Exposure Value Exposure Distribution Total Exposure Value Index of Exposure Efficiency
Effective Reach in Advertising Practice ,[object Object],[object Object],[object Object]
Continuity ,[object Object],[object Object],[object Object],[object Object]
Continuity ,[object Object],[object Object],[object Object]
Continuous, Pulsing, and Flighting Schedules 0 200 400 600 J F M A M J J A S O N D Continuous Pulsing Flighting Advertising Schedules Ad $ (in thousands) (months)
Recency Planning ,[object Object],[object Object],[object Object]
Optimizing Weekly Reach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Toward Reconciliation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cost Considerations ,[object Object],[object Object],[object Object]
Cost considerations Cost per Thousand (CPM) Target Market (TM) CPM= Cost of ad # of contacts (expressed in thousands) CPM-TM= Cost of ad # of TM contacts (expressed in thousands)
Cost Considerations ,[object Object],[object Object],[object Object]
Tradeoffs ,[object Object]
Media Planning Software ,[object Object],[object Object],[object Object],[object Object],[object Object]
Diet Dr. Pepper Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Strategy ,[object Object],[object Object]
Media Plan for Diet Dr. Pepper ,[object Object],[object Object],[object Object]
Campaign Target and Objectives ,[object Object],[object Object],[object Object]
Results ,[object Object],[object Object]

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Media planning analysis

  • 1. Media Planning and Analysis Chapter Fourteen
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  • 23. The Media-Planning Process 4. Buying media 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles
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  • 43. Efficiency Index Procedure Exposure Value Exposure Distribution Total Exposure Value Index of Exposure Efficiency
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  • 47. Continuous, Pulsing, and Flighting Schedules 0 200 400 600 J F M A M J J A S O N D Continuous Pulsing Flighting Advertising Schedules Ad $ (in thousands) (months)
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  • 52. Cost considerations Cost per Thousand (CPM) Target Market (TM) CPM= Cost of ad # of contacts (expressed in thousands) CPM-TM= Cost of ad # of TM contacts (expressed in thousands)
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