Lt6-MediaPlanning

7/30/2019 Lt6-MediaPlanning

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Media Planning

and Scheduling

Asia-Pacific Marketing FederationCertified Professional Marketer

Copyright byMarketing Institute of Singapore


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Organization

1. Introduction2. Number of Exposures

3. Type of Audience Exposed4. Outdoor Advertising5. Reach and Frequency6. Media Watching Habits of Asians


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Introduction Concern with:

* how many exposures created by vehicle* who is exposed to it* scheduling

Importance

To ensure that message reaches the right marketat the right time and with maximum effect


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Difficult to plan Insufficient information

Not detailed info about viewing audience Expensive info esp for small advertisersInconsistent Terminologies (Recall vs

Recognition) Time Pressures Especially for tactical adsDifficulty Measuring Effectiveness Difficult to ascertain relative effectiveness of

various media/vehicles


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Print ads Cost per thousand (CPM)

Example How much it costs to reach 1000 members of Her World

magazine.

Number of Exposures


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TV Commercials Gross Rating Point (GRP)

Gross coverage or duplicated audience thatis exposed to a particular commercialPrime time programs are highest rated


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Little value if audience is not target marketEffective Cost per Thousand

Adjust for different target segments e.g., moreweight to heavy user segment

Type of Audience Exposed


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Ad for womens clothes makes more impact in

Her World than in Female

Vehicle Source Effect


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4 considerations: 1. Expertness

Effect enhanced if product advertised is very

similar to the product associated with the vehicle 2. Prestige

If objective is to build status image for a product,advertise in such magazinesLong-term association possible if product isadvertised consistently in 1 magazine, andinfrequently elsewhere


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3. Mood of VehicleHappy programs generate more favorableattitude towards the ad

4. Audience InvolvementInvolving vehicle generates superior exposureCommercials in serial programs better recalled

than those in other program typesComedies fared least well


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Outdoor Advertising Popular in Asia because: Expensive TV and print ad rates

No TVs or radios in rural areas Illiterate Asias massive traffic jams

Burgeoning of billboard ads


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Reach (Unduplicated) is the percentage of different homes exposed to the advertising schedule during agiven period of time

Reach = Unduplicated AudienceTotal Audience

Duplicated Reach -- People who see the ad more thanonceGives an estimate of frequency

Reach & Frequency


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Frequency is the average number of times that ahome reached was exposed during that same

period.Gross Ratings Points

GRP = Reach x Frequency 100 GRPs means:

100% of mkt is exposed once OR

50% of mkt is exposed twice OR25% of mkt is exposed 4 times


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Is higher frequency (i.e., ad repetition)necessary?

* Yes , because of decay

* No , because of wear-out


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When is Ad Repetition Needed?

1. Complex message2. New or less well-known brand

3. Short purchase and use cycle4. Brand associated to feelings in ad5. Audience unable to process info quickly6. Audience not brand loyal high brand

switching7. High clutter


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WearoutOccurs when successive exposures no longerhave positive impact on audience

2 explanations:

(a) Complete information already absorbed(b) Irritating

Ways to combat wear-out:

(a) Provide reward to audience e.g., entertainment(b) Space exposures over time(c) Run multiple executions of same campaign

theme


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Media Scheduling in Asia Country TV Channel (Audience %) Ad Minutes per

Broadcast Hour Hong Kong TVB Jade (67%) 5.63Indonesia RCTI (52.4%) 10.30Malaysia TV1 (39%) 5.16Philippines ABS-CBN (68%) 15.39Singapore TCS8 (66%) 13.78South Korea SBS (29%) 7.90Taiwan TTV (37.6%) 10.00Thailand Channel 7 (45.0%) 6.95Japan CX (10%) n.a.

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Average Daily Viewing Hours of Asians

Weekday Weekend Weekly HoursHanoi 2.9 3.4 21.3Hong Kong 2.7 2.6 18.7Ho Chi Minh 1.6 2.0 12.0

Indonesia 4.1 4.0 28.2Japan 3.6 4.3 26.7Malaysia 1.7 2.1 12.7Philippines 2.1 2.1 14.5Singapore 3.5 4.0 24.7

South Korea 2.2 3.3 17.6Taiwan 3.7 5.4 29.3Thailand 2.2 2.5 15.7

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