M Com 2nd Year Advertising Sales Management Study Material Notes

A media plan mast begin with specific objectives as in any aspect of business. The media straiegy lacks direction and control without objectives. The media objectives are generally stated in the form of four dimensions namely Reach, Frequency, Continuity and Costs. The first two are combined, very often, in one statement of desired monthly or quarterly effective reach.

Reach and Frequency: “Reach’ is the number of people or households exposed to a particular media vehicle or schedule at least once during a specific time period-generally a week or a month. It Sahabharata programme is seen at least once in four weeks period by ex out of ten homes, the reach is 60 percent. Variety of guides and manuals and mathematical techniques exist to have a ready calculations, hough determining real reach’ is a very complicated exercise particularly when dealing with several media vehicles. High reach goals, are appropriate when the communication goals are very broad or

cognitive. That is, when the goal is to achieve consumer attention awareness or knowledge. A wide range of media vehicles are needed with low duplication between vehicles and media categories when reach goals are high.

“Frequency is the number of times within a given period that a consumer is exposed to a message, usually figured on weekly or monthly er both. If a promotional message is given a total of 21 exposures during a period of one week, the total frequency is 21 and the average frequency 18 3 21. 7). These measures indicate the intensity of a particular media buy High frequency goals make sense when the promotion aims to change attitudes and behaviour. The media plan should provide a great deal of duplication within and between media vehicles and categories when frequency goals are high. “Effective frequency is the number of promotional messages needed for a message to have its desired effect on individuals. That is, “effective frequency reflects an assumption about the effect first, second, third, and all other exposures to a promotion. Although no one knows exactly what the optimum number of exposure js, there are general approaches to this problem namely, linear, decreasing return and the learning curve.

While measuring “effective frequency “Impact should also be taken! into account. Impact is the intrusiveness of the message. Impact speaks! of the extent to which ad message is perceived by the audience. Effective reach builds on the concept of ‘effective frequency. However, whereas ‘effective frequency seeks to determine the average number of times a person must be exposed to a message before the communication occurs ‘effective reach’ measures the number of prospects who are aware of the message

Continuity. The objective regarding the timing of media insertions called continuity. How should a media rupees and messages be allocated throughout the promotion campaign ? Should the message be delivered continuously and uniformity or should there be, times when no media is! purchased and other periods when a large part of the media budget is allocated? These questions are answered well by factors namely, product characteristics, market-size, budget, and host of others.

Costs. Cost considerations represent a final media objective. Media planners receive a specific budget and must plan accordingly. They expected to be aware of factors such as unit costs say-a cost ole Records television on prime time network, production costs, available, discounts and other possible trade-offs between cost, production quanto size and the location 

(iii) Design the Media Strategy

Once the media objectives are set the media planner develops comprehensive strategy which spells out as to how these objectives will

be reached. This in fact is a very important and detailed document which raises and answers several questions. These questions can be Whom the message be targeted? Are there multiple targets? When should they receive the message? Are there unique features or requirements expected from the media selected? In other words, it is to answer four ‘We namely, Who? Where? What? anu When? That is, a useful model building for media plan foresees its attention on : (1) WHO are the people we want to reach? (2) WHERE are they located ? (3) WHAT is the message? (4) WHEN do we run the advertisements?

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