Wednesday, December 15, 2010

Basic concepts of Media Planning

Advertise - it means spending a lot of money. How to make so that the spent funds worked most effectively? Successfully solve this task technology allows media planning.

Media plan - a plan for placement of your advertising messages. This document provides answers to the following questions: where to put what audience reach, as is often placed, when placed, how much to spend. Media plan is formed by analyzing a large number of factors that characterize one or another of media.

Determine which advertising channels should be involved and help number of indicators, which is useful to have an idea and those who order placement, and those who are doing it. These tsifirki with intricate titles now available advertisers through the activities of research organizations. These structures monitor promotional events and publications in virtually all media fix them, and treated using relatively complex computer programs using modern statistical methods. Advertise in these studies differentiated by products, brands, advertisers, program, display time, duration campaigns. As a result of these extensive studies determined all of the indicators necessary for the optimal planning of the campaign. Details collected and Representatives readership and viewership.

This information allows us to answer the question what constitutes are people who prefer one or another "parking information. As a result, formed a database containing data on their age, sex, education, employment, social and marital status, income, assets. These databases allow to determine the lifestyle of representatives of different audiences, different media, their consumption and social preferences, attitudes toward specific publications, broadcasts, television channels, radio stations.

Thus, today the authors of the ad campaigns get very authoritative sources of secondary information, allowing no speculative and scientifically reasonable to plan advertising campaigns.

Basic concepts of media planning

Rating - the size of the audience who had seen or heard specifically taken a program that reads a magazine, newspaper, etc. in a specified period time in relation to the total population. For example, if the program watched 25 percent of the audience, then its rating would be 25 points if you read newspaper, 15 percent, its rating of 15 points.

Average rating - the sum of ratings divided by the number of publications or broadcast messaging. CPT (cost per thousand) - the cost of coverage real (some studies), thousands of representatives of readers, viewers or the listening audience of any population in the region, the spread of the media. The cost of an advertising message in a specific media properties depends on the format, colors, location, program name, and other factors. This is, in fact, not the cost of colored pictures on the cover of a magazine, and the price of customer contact. Unit its measurement is just the rate of CPT (cost per thousand, "the price per thousand), that is, how much money you have to pay the advertising agency (TV-channel newspaper, radio), for example, to a thousand people was subdued resistance "TV-Park" to the effects of distilled water. That the CPT is that "conditional exchange" where in the world taken to compare the newspaper, Journal or television for buying it as a medium for advertising.

That we should gather to "mix", "salt" and "prepare" the CPT? We take particular media channel, such as a newspaper, we believe the average number of readers per issue (better to take the figures from research because it simply does not reflect the circulation of the phenomenon of reading a newspaper a few people). If we place an advertisement once in one issue of a newspaper, the CPT is For all of your money invested in this location, the average number of readers of one issue of this newspaper (in thousands), for example, $ 10 000: 2500 = $ 4.

GRP (gross rating points) - the overall rating, he's beloved domestic media planning tool. It represents the percentage of population subjected to advertising exposure or, in other words, the total weight of the impact. For example, for the week: Four roller twenty ratings - eighty-GRP; five rollers for ten ratings - fifty GRP. The total weekly GRP: 80 + 50 = 130. On the lingo customer order may be: "I want to buy three thousand GRP on television. "
TRP (target rating point) - a total ranking, but not for the entire audience, as GRP, but only for the target group.

Share of Audience Rating shows the percentage of those who watch specific program among those who at the same time watching TV. Calculated as the ratio of the rating program for the total rating of all the programs. The benefits of this figure is certain: You can compare the two programs that go in a fundamentally different times of the day, week or year. Therefore, the audience measurement, usually counted and the average rating and share. The popularity of the program (channel) that judged by both measures. Stabilization or fall in ranking for a growing share of audience may reflect a generally positive trend in popularity of the program.

OTS (opportunity to see) - "a chance to see" ie the number of times (in thousands), which is given advertising message potentially could be seen (perceived). This basic concept underlying the concept of media planning and audience measurement (knowing the OTS, we can assume the number of people who saw your ad). Its modality determines the method of measurement. For example, for television it needs to measure the number of people who watched the program - Advertising medium rather than an assessment of their interest in it or to the most commercial. When multiple (more than one), advertising appeal, or more than one Media, OTS is equivalent to the sum of ratings in the thousands for all the posts (the amount of GRP). This indicator is also used to compare the number of contacts that are achieved in various campaigns.

No less important indicators of "net coverage" and "net-achievement" (Netto-coveraqe, netto-reach), that is, the portion of the population or target group with whom you come into contact with a single advertising message. Next step - "accumulated net coverage" (accumulated netto-coveraqe), or that part of the population (target group) with whom you come into contact through several advertising messages in one media or one advertising message in within a month.

In media planning takes into account two ways to accumulate audience:

• accumulation of audience specific media (eg software) for repeated ether;
• combined audience of several programs used as a promotional package campaign.

We give an example of counting Reach for the four TV-programs.

Specific people Programme Total for program

1 + + - - +
2 + + - + +
3 - - - + +
4 - + + + +
5 - - + - +
6 - - + - +
7 + + + + +
8 - - - - -
9 + + - + +
10 - - - - -
Reach,% 40 50 40 50 80

Note: a person № 1, № 2, № 3 ... which looked two or more programs is counted only once. This way of counting, of course also reduces the performance, but it is more strict and more honest.

Coverage ("cover") - the basic essence-rate advertising effects: it demonstrates the extent to which the task force. Than higher coverage, the greater the power of broadcast advertising message. Coverage has different meanings for different media. For example, if a million families in Russia have parrots, then advertising in a magazine with a circulation of one million copies of a special food for them, we achieve coverage of ten percent, that is, we hope, Believing that all planned recipients read our announcement. In reality, This, of course, a smaller percentage.

There is a definite difference between Reach and Coveraqe. Coveraqe usually refers to a potential audience of media (TV, radio), and Reach is always used in relation to an audience that was actually achieved.

Profiles (Aflinity) - "profile, or correspondence" (Target group) - a measure of how correlated the net coverage as a percentage task force and a net covering the general population. Calculated by dividing the first the second and multiplying by one hundred. The higher the better, but should always be greater or equal to one hundred.

Frequency (Average OTS) - "frequency, or average ability see ", ie the number of times that the man who had a chance to see advertising, really saw her.

Possible at least equal to one. Calculated as follows: OTS in thousands of shares at a net advance in the thousands, that is equal to the ratio of Capacity to reality. Used to compare the number of contacts in which the advertiser believes that the consumer will react to ads only if you see it is not less than X times, and we need to count the number of actual contact with her one person.

Frequency - akin to Reach indicator. If Reach - a measure of "Spread" of the message, then Frequency - a measure of repetition. Frequency is GPR respect to Reach.

This is a very important figure, but it is not easy to analyze because is an average rather than absolute numbers. If F = 1,9, then it means that the viewer could see this movie, on average 1,9 times. In the formula F = GPR: Reach clearly shows that the higher the frequency (F), the lower the achievement of (Reach). Problem media planning is just that, seeking to achieve this, care and the minimum feasible rate, we know that the consumer if u will buy it after the third (fourth, fifth, sixth, seventh) exposure. To "irradiate" the consumer several times, use, As a rule, additional media advertising. For example, two or three TV channel and two or three newspapers, plus a dozen places outdoor advertising. Combination of purely individual for each task.

More detail, let's talk about the media plans.

So, what is the media plan? This schedule, which contains information on the number of outputs of advertising of all types, which are provided in the campaign for the period of the campaign (or a certain period of time), which indicates Accommodation price, release date, format, duration of advertisement. Sometimes - special information associated with the time of submission of materials for publication and technical requirements for these materials (for example, features of the electronic format).

An essential feature of the media plan is to limit accuracy and specificity. That is, this document has a format that allows to manufacture and advertising not only in the agency, he designed, but also in any other. In this case, the advertiser should not be necessary looking for more information.

In order to make the right plan, not one only information on the media. From the advertiser must receive sufficient answers to several questions on which we now dwell.

A detailed description of the advertised goods or services

Media planning well enough to know the destination of the goods or services, the prices of similar goods or services, a position occupied by competitors. Unfortunately, not every advertiser is able to provide this information at the disposal of his agency. In this case, as a rule, the agency uses third-party sources - gets the information from the research firms that own extensive databases on product groups, brands within them. Sometimes it is solved over budget (expensive) zadachka, and make ad hoc market research.

Description of target audience

Audience can be defined by socio-demographic characteristics (Age, sex, social status) on consumer preferences (Eg, those who only buys coffee beans), the style of life (those who spend vacation in August and September, the hotel is not below a certain category), by motivation (why buy this particular product). If the effects described by several disjoint groups, it is reasonable to work with multiple target segments or groups. Very useful to distinguish from a typical group of its representatives and Detail imagine his portrait, describing all any significant characteristics.

The territory of the campaign

Typically, the answer to this question does not cause difficulties for Advertiser: he's planning to sell a certain area. Campaign can be regional (Moscow and Moscow region), national (Russia), International (CIS, other countries) may include one or more regions. Note for one thing: when planning campaigns in several regions it is often advantageous placed not in the regional, and central, nationwide dissemination tools. This approach allows us to kill two birds with one stone: easy control of the agency and advertiser for the passage of information and in some cases save money.

Dates of campaign

Campaign makes sense to coordinate with the seasonal fluctuations demand for the advertised goods. Typically, the customer has an idea about these processes. The only thing that should warn him - so it is that the first campaign (the so-called start-up) does not work immediately. Must have patience and not make hasty conclusions regarding the effectiveness of these efforts.

Campaign Budget

Very often, the advertiser is based on real material opportunities in the current period. That is, many are spending on advertising as much as do not mind, or how many may spend. More precise or scientific, definition of Budget may be associated with the estimate of advertising costs the nearest competitor. These information is also available in research institutions or based on previous experience of the advertiser, is comparable to previous advertising costs with their results (Volume increase in demand or increase profits). For such approaches to the definition of budget has its own indicators and methodologies.

That's all a short description of wisdom, hidden under the catchy name of "media planning."

No comments:

Post a Comment