Media Concepts

August 24, 2010 § Leave a comment

As in any induction process, I must first start with some terminology before actually going into matter. For people who have already participated in the purchase of advertising this could be a little boring.

TARGET

The group of people who you intend to reach with your advertisements. You should define them according to their:

  1. Age group, gender, income, etc.
  2. Their habits (i.e.: self-employed, private sector, public sector, housewife, student, technological, etc).

AUDIENCE

The group of people who are exposed to the advert.

REACH

The total number of different people or households exposed, at least once, to a medium during a given period of time.

FREQUENCY

It refers to the amount of times (or repetitions) that the audiences is exposed to the ad.

GRP‘s (Gross Rating Points)

Measure of the purchased television rating points representing an estimate of the full audience (gross audience)… it is measured as the sum of ratings achieved by a specific media vehicle… In the case of a TV advertisement that is aired 5 times reaching 50% of the gross audience it would have 250 GRPs (= 5 x 50).

TRP’s (Target Rating Points)

An estimate of the component of the target audience within the gross audience… if the same case above, reached 60% of the target, then 60% of 250 GRPs = 150 TRPs.

AIRING = BROADCASTING

COST PER MILLE

Also called cost ‰ and cost per thousand (CPT) (in Latin mille means thousand), is a commonly used measurement in advertising. Any media ad can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). It is used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium

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The above terminology is widely used by marketeers all over the world. It helps marketing executives speak the same language. You should combine this information to exploit the available media.

THINGS TO CONSIDER:

  1. Any TV or Radio network, reaches a certain amount of target at a given time. that’s why they offer different rates depending on the time zone the spot is aired. Prime Time is used in international broadcasting to refer to when the most audience is available
  2. Selecting programs because of the audience availability (giving priority to “prime time programming”) will make your campaign a more expensive because these time zones are in very high demand.
  3. A bundle of several networks enhances the reach of your campaign, but you cannot sum the reach of each network as they may overlap audience.
  4. If your target is niche, you should look for specialized programs to avoid waste.
  5. If you have a broad target (such as in FMCG) you should look for greater reach programming.
  6. When dealing with media agencies such as MPG, Mediavest or Mindshare (as I have) you should ask for the reach, the share and profile audience for each network. Also ask them to include a CPM analysis and a bundle of programming where reach or frequency are improved
Advertisements

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