Media planning - is the choice of optimal channel advertising (advertising contacts), conducted in order to maximize the effectiveness of advertising campaigns. Media planning includes:
market analysis, target audience and marketing situation;
setting goals an advertising campaign;
determination of the priority categories media;
determination of optimal values of performance indicators;
planning stages of the campaign over time;
budget distribution by category media.
Media plan - a plan for placement of advertising messages. This document provides answers to these questions: where to put what the audience reach, as is often put, when placed, how much to spend. Media plan is formed by analyzing a large number of factors that characterize one or another of media.
Determine which channels should be involved in advertising, helping a number of indicators, which is helpful to those who ordered placement, and those who exercise it. Key indicators of media planning used to calculate the effectiveness of advertising campaigns are as follows:
1. Rating - this is the main characteristic of media advertising message, but not the message itself. Under the rating is the amount of individuals that make up the target audience of the advertising message, whether the paper looking at the present time, divided by the total number of people who have the technical ability to watch TV, that is, potential viewers. Thus, to calculate the rating can be the simple formula
Rating = Number telezrit., Comp. target audience, watching this transfer / total number of potential viewers
Rating can be considered as a decimal fraction and percentage:
Rating = Number telezrit., Comp. target audience, watching this transfer / total number of potential viewers by 100%
Rating is a characteristic of the potential audience and the advertising message is one of the key indicators in the preparation of media plan and media analysis of the results of advertising campaigns. Data on individual ratings of television and radio programs prepared by the special research services based on regular sampling and analysis of public opinion polls broadcast and published. There are different types of ratings, such as the time interval rating, ranking or rating television channel. The most commonly used in practice mediaplanirovschiki value AQH - average 1 / 4 hours.
2. Audience share transfer (Share) - this is considered a specific audience of transmission, referred to a general audience viewers watching TV at the time, expressed as a percentage. As follows from the definition, Share characterizes the percentage of viewers who prefer to watch it this transfer at a given moment of time. Thus it differs from the ranking, which characterizes only the potential audience of advertising media:
Share = Number telezrit. Who regard this transfer / total number of viewers watching TV at the moment x 100%
3. HUT (Homes Using Television) - is the percentage of viewers at any given time, ie ratio of the total number of viewers watching TV (any program) at any given time, the total number of potential viewers. HUT differs from rating the fact that there are taken into account all the viewers watching television at any given time. We can say that this - the popularity of the characteristic time interval from the audience:
HUT = total number of viewers watching TV at the moment / total viewers chislennostpotentsialnyh x 100%
As follows from the above formulas, the relationship between overall performance has leduyuschy form:
Rating = HUT x Share
4. GRP (Gross Rating Point) - the sum of the ratings of all advertising, referred to in media plans. Ratings may emerge only when they are defined on the same basis (eg, geographic region, demographics, income, etc.). Despite the fact that this value is quite abstract, it is important in media planning and analysis of results of advertising campaigns. GRP is usually expressed as a percentage (even though the% sign is often omitted), but some of the calculations is taken as a decimal fraction. We emphasize that the summation of ratings in determining the GRP is independent from the fact that potential viewers of different programs may not be the same people. Therefore, the value of GRP by itself does not carry information about the frequency of perception of advertisement. Since the value is determined by a simple summation of GRP ratings, it can exceed 100%. Directly on the value of its total audience lotsenit campaign is not possible, since each of the components of the GRP ratings gives the value of each individual audience broadcast advertising. GRP - a kind of "power factor" advertising campaign. In other words, the higher this value, the greater the audience has a chance to see / hear the advertising at least once during the campaign, and the greater number of people in this audience will see it more than once. GRP - this is one of the key indicators when comparing different versions of media plans with each other.
5. OTS (Opportunity To See), or the number of contacts - a number of times (in absolute terms) that this advertising message could potentially see all of the potential audience, irrespective of whether they belong to the target audience or not. This value is closely related to the GRP and from the relation:
OTS = GRP x total number of potential viewers
6. Reach or scope of an audience - this is a quantity characterizing the audience that during the campaign have seen / heard advertising message. This value can be represented in two typical forms: as a characteristic of the audience who saw the ad a certain number of times, and as a characteristic of the audience who had seen it at least a certain amount of time. These values are denoted by Reach (n) and Reach (n +), respectively, where n - number of perceptions. They are measured in percent (although the% sign can be omitted). The formulas for calculating them are:
Reach (n) = total number of viewers who saw the ad again n / total number of potential viewers by 100%
Reach (n +) = total number of viewers who saw the advertisement at least n times / total number of potential viewers by 100%
The most widely magnitude Reach (n +), showing what percentage of the target audience at the end of the campaign saw advertising message n times. Highlights the value of Reach (1 +), which is a percentage of the total number of potential viewers, each of whom had seen / heard advertising message during the campaign at least once.
7. Frequency and Average Opportunity To See (the average frequency of perception) - the average number of times a randomly selected representative of the number of those ads "reached" at least once, is exposed by it. The average frequency of perception Frequency is distributed in the range from 1 to n, the number of outputs of advertising messages during the campaign and is given by:
Frequency = GRP / Reach (1 +)
The formula shows that the higher average frequency Frequency, the smaller audience coverage Reach (1 +). The problem of optimal media planning consists precisely in the fact that, strive for the greatest coverage, provide the necessary high frequency perception, because, as you know, advertising begins to "fire" after a few (at least 3-5) effects on the audience. In all of these indicators media planning there is still a significant number of copyright procedures and methods that have very limited application, based on the theory of mathematical statistics and in some cases on the theory of probability.
market analysis, target audience and marketing situation;
setting goals an advertising campaign;
determination of the priority categories media;
determination of optimal values of performance indicators;
planning stages of the campaign over time;
budget distribution by category media.
Media plan - a plan for placement of advertising messages. This document provides answers to these questions: where to put what the audience reach, as is often put, when placed, how much to spend. Media plan is formed by analyzing a large number of factors that characterize one or another of media.
Determine which channels should be involved in advertising, helping a number of indicators, which is helpful to those who ordered placement, and those who exercise it. Key indicators of media planning used to calculate the effectiveness of advertising campaigns are as follows:
1. Rating - this is the main characteristic of media advertising message, but not the message itself. Under the rating is the amount of individuals that make up the target audience of the advertising message, whether the paper looking at the present time, divided by the total number of people who have the technical ability to watch TV, that is, potential viewers. Thus, to calculate the rating can be the simple formula
Rating = Number telezrit., Comp. target audience, watching this transfer / total number of potential viewers
Rating can be considered as a decimal fraction and percentage:
Rating = Number telezrit., Comp. target audience, watching this transfer / total number of potential viewers by 100%
Rating is a characteristic of the potential audience and the advertising message is one of the key indicators in the preparation of media plan and media analysis of the results of advertising campaigns. Data on individual ratings of television and radio programs prepared by the special research services based on regular sampling and analysis of public opinion polls broadcast and published. There are different types of ratings, such as the time interval rating, ranking or rating television channel. The most commonly used in practice mediaplanirovschiki value AQH - average 1 / 4 hours.
2. Audience share transfer (Share) - this is considered a specific audience of transmission, referred to a general audience viewers watching TV at the time, expressed as a percentage. As follows from the definition, Share characterizes the percentage of viewers who prefer to watch it this transfer at a given moment of time. Thus it differs from the ranking, which characterizes only the potential audience of advertising media:
Share = Number telezrit. Who regard this transfer / total number of viewers watching TV at the moment x 100%
3. HUT (Homes Using Television) - is the percentage of viewers at any given time, ie ratio of the total number of viewers watching TV (any program) at any given time, the total number of potential viewers. HUT differs from rating the fact that there are taken into account all the viewers watching television at any given time. We can say that this - the popularity of the characteristic time interval from the audience:
HUT = total number of viewers watching TV at the moment / total viewers chislennostpotentsialnyh x 100%
As follows from the above formulas, the relationship between overall performance has leduyuschy form:
Rating = HUT x Share
4. GRP (Gross Rating Point) - the sum of the ratings of all advertising, referred to in media plans. Ratings may emerge only when they are defined on the same basis (eg, geographic region, demographics, income, etc.). Despite the fact that this value is quite abstract, it is important in media planning and analysis of results of advertising campaigns. GRP is usually expressed as a percentage (even though the% sign is often omitted), but some of the calculations is taken as a decimal fraction. We emphasize that the summation of ratings in determining the GRP is independent from the fact that potential viewers of different programs may not be the same people. Therefore, the value of GRP by itself does not carry information about the frequency of perception of advertisement. Since the value is determined by a simple summation of GRP ratings, it can exceed 100%. Directly on the value of its total audience lotsenit campaign is not possible, since each of the components of the GRP ratings gives the value of each individual audience broadcast advertising. GRP - a kind of "power factor" advertising campaign. In other words, the higher this value, the greater the audience has a chance to see / hear the advertising at least once during the campaign, and the greater number of people in this audience will see it more than once. GRP - this is one of the key indicators when comparing different versions of media plans with each other.
5. OTS (Opportunity To See), or the number of contacts - a number of times (in absolute terms) that this advertising message could potentially see all of the potential audience, irrespective of whether they belong to the target audience or not. This value is closely related to the GRP and from the relation:
OTS = GRP x total number of potential viewers
6. Reach or scope of an audience - this is a quantity characterizing the audience that during the campaign have seen / heard advertising message. This value can be represented in two typical forms: as a characteristic of the audience who saw the ad a certain number of times, and as a characteristic of the audience who had seen it at least a certain amount of time. These values are denoted by Reach (n) and Reach (n +), respectively, where n - number of perceptions. They are measured in percent (although the% sign can be omitted). The formulas for calculating them are:
Reach (n) = total number of viewers who saw the ad again n / total number of potential viewers by 100%
Reach (n +) = total number of viewers who saw the advertisement at least n times / total number of potential viewers by 100%
The most widely magnitude Reach (n +), showing what percentage of the target audience at the end of the campaign saw advertising message n times. Highlights the value of Reach (1 +), which is a percentage of the total number of potential viewers, each of whom had seen / heard advertising message during the campaign at least once.
7. Frequency and Average Opportunity To See (the average frequency of perception) - the average number of times a randomly selected representative of the number of those ads "reached" at least once, is exposed by it. The average frequency of perception Frequency is distributed in the range from 1 to n, the number of outputs of advertising messages during the campaign and is given by:
Frequency = GRP / Reach (1 +)
The formula shows that the higher average frequency Frequency, the smaller audience coverage Reach (1 +). The problem of optimal media planning consists precisely in the fact that, strive for the greatest coverage, provide the necessary high frequency perception, because, as you know, advertising begins to "fire" after a few (at least 3-5) effects on the audience. In all of these indicators media planning there is still a significant number of copyright procedures and methods that have very limited application, based on the theory of mathematical statistics and in some cases on the theory of probability.