JOUR 250 Lecture Notes - Lecture 20: Media Planning
4 May 2018
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1. Review marketing and ad objectives
2. Set relevant, measurable objectives – realistic + achieving
3. Devise strategy for achieving objectives
4. Develop tactic details of media selection + scheduling
Media objectives:
Audience objectives: types of people the advertiser wants to reach
Media vehicles: how they reach those people
Dist. Objectives: where when how ads should appear
Audience size: stat measure of print mediums audience; subscription + vendor sales
Readers per copy (RPC): determines the total reach of a given print medium
Audience size: # of reach X # of vendor + subsc sales
Pass-along rate: # of people who read without buying
Message weight: total size of the audience of set of ads
Ad impression: possible exposure of the ad message to 1 audience member
OTS: opportunity to see
Gross impressions: total of all audiences delivered by media plan
Document Summary
Review marketing and ad objectives, set relevant, measurable objectives realistic + achieving, devise strategy for achieving objectives, develop tactic details of media selection + scheduling. Audience objectives: types of people the advertiser wants to reach. Audience size: stat measure of print mediums audience; subscription + vendor sales. Readers per copy (rpc): determines the total reach of a given print medium. Audience size: # of reach x # of vendor + subsc sales. Pass-along rate: # of people who read without buying. Message weight: total size of the audience of set of ads. Ad impression: possible exposure of the ad message to 1 audience member. Gross impressions: total of all audiences delivered by media plan. Rating: % of homes or people exposed to an ad medium. Gross rating points (grp): total audience delivery or weight of a media schedule 1pt=1% Reach: total # of diff people exposed to ad schedule. Can be accumulated by a single media vehicle repeated.
