Elements of media planning

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Elements of media planning

Search engine marketing SEM, keyword marketing in search engines Specialty advertising on items such as matchboxes, pencils, calendars, telephone pads, shopping bags and so on Other media catalogs, samples, handouts, brochures, newsletters and so on Factors to consider when comparing various advertising media [ edit ] Reach - expressed as a percentage, reach is the number of individuals or homes to expose the product to through media scheduled over a period of time.

Frequency - using specific media, how many times, on average, should the individuals in the target audience be exposed to the advertising message?

Elements of media planning

It takes an average of three or more exposures to an advertising message before consumers take action. Cost per thousand - How much will it cost to reach Elements of media planning thousand prospective customers a method used in comparing print media?

Cost per point - how much will it cost to buy one rating point of your target audience, a method used in comparing broadcast media. One rating point equals 1 percent of the target audience. Divide the cost of the schedule being considered by the number of rating points it delivers.

Impact - does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality? Selectivity - to what degree can the message be restricted to those people who are known to be the most logical prospects?

Generally speaking, you will use reach when you are looking to increase your consumer base by getting more people buying your product and you will privilege frequency when you need to narrow down your communication to a more specific audience but need to increase the number of times they could be exposed to your message in order to generate a change in behavior.

Calculate reach and frequency and then compare the two on the basis of how many people will be reached with each schedule and the number of times the ad will connect with the average person. For example, in a population of TV homes, a total of 40 are exposed to one or more TV programs.

Elements of media planning

The reach of the four programs combined is therefore 40 percent 40 homes reached divided by the TV-home population. Researchers have charted the reach achieved with different media schedules. These tabulations are put into formulas from which the level of delivery reach for any given schedule can be estimated.

A reach curve is the technical term describing how reach changes with increasing use of a medium. Now assume the same schedule of one commercial in each of four TV programs A, B, C, D to determine reach versus frequency.

In our example, 17 homes viewed only one program, 11 homes viewed two programs, seven viewed three programs, and five homes viewed all four programs. If we add the number of programs each home viewed, the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials.

By dividing 80 by 40, we establish that any one home was exposed to an average of two commercials. To increase reach, include additional media in the plan or expand the timing of the message.

For example, if purchasing "drive time" on the radio, some daytime and evening spots will increase the audience. To increase frequency, add spots or insertions to the schedule.

For example, if running three insertions in a local magazine, increase that to six insertions so that the audience would be exposed to the ad more often. Gross rating points GRPs are used to estimate broadcast reach and frequency from tabulations and formulas. Once the schedule delivery has been determined from reach curves, obtain the average frequency by dividing the GRPs by the reach.

For example, GRPs divided by an 80 percent reach equals a 2. Reach and Frequency[ edit ] In media planning, reach is one of the most important factors, as the whole media planning is all about reach. And of course, higher exposure means high chances of new customers.

They Choose their target market on the assumption that they already know who their customers would be Ossi, Even though, choosing a target market for reach in media planning could be a very successful way to get to the potential customers of the brand, but this method leaves out potential customers outside of the target market; Customers the brand thought were not important to reach to Ossi, Smart businesses also reach outside of their targeted market in order to know other segments that could be targeted Ossi, Therefore, starting with a broader reach and then choosing target markets would be a much informed decision; derived from actual data rather than just assumption.

A broader reach is also beneficial for general brand awareness, otherwise many people outside of the targeted market never even get to hear about the brand.

In media planning, frequency is also a very important factor to consider.Basic Overview of Typical Phases in Planning. Whether the system is an organization, department, business, project, etc., the basic planning process typically includes similar nature of activities carried out in similar sequence.

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Pretty good. I’m writing a lot about marketing plans these days. See my updated version of this post – Components of a Startup Marketing Plan, along with 3 Reasons to Build a Startup Marketing Plan and my presentation on how to structure a marketing plan framework in Startup Marketing: A Systems Approach.

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