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Media Planning for Advertisers

Media planners set communication goals for advertising campaigns, such as the percentage of the target audience that will be exposed to brand messages or form a preference for a new brand. Communication goals can be understood in a hierarchy of advertising objectives. At the lowest levels are goals around vehicle distribution, vehicle exposure, and advertising exposure, which refer to the reach of media vehicles and ads. Higher goals relate to the cognitive, emotional, and behavioral effects of ads, such as recall, persuasion, leads and sales.

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344 views1 page

Media Planning for Advertisers

Media planners set communication goals for advertising campaigns, such as the percentage of the target audience that will be exposed to brand messages or form a preference for a new brand. Communication goals can be understood in a hierarchy of advertising objectives. At the lowest levels are goals around vehicle distribution, vehicle exposure, and advertising exposure, which refer to the reach of media vehicles and ads. Higher goals relate to the cognitive, emotional, and behavioral effects of ads, such as recall, persuasion, leads and sales.

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rumahbianglala
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Communication Goals of Advertising After media planners define the target audience for a media plan, they set

commu nication goals: to what degree the target audience must be exposed to (and inter act with) brand messages in order to achieve advertising and marketing objective s. For example, one communication goal can be that 75 percent of the target audi ence will see the brand in television commercials at least once during a period of three months. Another communication goal is that 25 percent of the target aud ience will form a preference for a new brand in the first month of the brand lau nch. The different communication goals can be better understood in a hierarchy o f advertising objectives, such as Bill Harvey's expansion of an earlier model of Advertising Research Foundation (ARF).[18] The expanded ARF model has ten levels, as shown in Figure 1. The first three lev els of goals from the bottom -- vehicle distribution, vehicle exposure, and adve rtising exposure -- are particularly relevant for media planning. Vehicle distri bution refers to the coverage of a media vehicle, such as the number of copies t hat a magazine or newspaper issue has, or the number of households that can tune in to a given television channel. Vehicle exposure refers to the number of indi viduals exposed to the media vehicle, such as the number of people who read a ma gazine or watched a television program. Advertising exposure refers to the numbe r of individuals exposed an ad or a commercial itself. It is important to note the difference between vehicle exposure and advertising exposure for many media with editorial content. For example, not all audience me mbers of a television program will watch all the commercials interspersed in the program. A study shows that only 68 percent of television audiences watch the c ommercials in television programs.[19] Vehicle exposure represents only an oppor tunity to see an ad, not necessarily that the ad has actually been seen. In real ity, advertising exposure is rarely measured, and media planners use vehicle exp osure as a proxy measure of advertising exposure. Another group of communication goals is advertising recall, advertising persuasi on, leads and sales. Advertising recall represents the cognitive effect of the a d, advertising persuasion represents the emotional effect of the ad, and leads a nd sales are the behavioral effects of the ad. Each can be specified in a media plan as a communication goal. For example, a communication goal can specify that 50% of the target audience will recall the radio ad during the month of the cam paign, or that a campaign will generate 3000 leads.

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