Advanced Media Planning by John R. Rossiter

By John R. Rossiter

Media making plans includes formulating a media technique to carry the inventive which will most sensible meet the brand's ads pursuits, after which imposing that approach in a correct and low-budget demeanour. on condition that nearly 90 percentage of ads funds are spent in media, a legitimate knowing of media making plans is vital for the researcher media planner alike. even if this ebook presents a singular and complex method of media making plans, the fundamentals are lined to boot, making the e-book appropriate for trainees.

The authors argue that present media making plans continues to be too traditional, that whereas succeed in and frequency aren't fallacious, they're definitely too simplistic for contemporary media making plans. This ebook introduces the complicated suggestion of utilizing achieve styles in making the succeed in determination, and develops the tactic of factoring in powerful frequency whilst making the frequency selection. achieve styles are a wholly new inspiration. potent frequency, whereas now not new, wishes right definition and an operational formulation for its calculation, either one of that are supplied the following. different new innovations are brought and proven to be priceless for selecting a suitable media process. The media making plans software program, `Media Mania', designed via Peter Danaher, will be downloaded utilizing the subsequent hyperlink: http://www.mbs.edu/Media-Mania-Software/.

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As a rule of thumb, the MEFfc estimate should be fine as long as, for the great majority of individuals, the exposures in the cycle occur no longer than 1 week apart since, usually, there is no more than 10 percent loss of MEF. On the other hand, if the exposures are received more than I week apart, then allowance should be made using "over-frequency" as explained below for active effective reach. This could happen, for instance, in a campaign using monthly magazines. Even if several monthly magazines are used, the exposures are often likely to occur more than a week apart, and certainly if only one such magazine is used.

If the creative "strength" of the ad or ads is known beforehand, notably from pre-test results, then (3) can be allowed for, too, but more typically the strength of the creative is not known until after the campaign has commenced, and adjustments to frequency of exposures are made then. 2. DISPOSITION TO PURCHASE The final output component of the effective frequency concept requires clarification: this is the notion of "influencing" the next purchase. Whereas any degree of processing that occurs on any of the five communication effects (see Rossiter and Percy 1987, 1997) can be said to influence purchase to some extent, the media planner's focus should be on disposition to purchase and the role of effective frequency in raising this disposition to actionable threshold.

Third, personal influence can operate at any stage of the life cycle for any type of product, not just new, high-risk products as was commonly believed (Holmes and Lett 1977). In particular, a new advertising campaign, even for an old brand, can trigger word of mouth. Ozga (1960) proposed that social diffusion serves as a substitute for part of the total amount of advertising that would otherwise be required. He introduced the notion of a contact coefficient, based on the average number of other people told about the advertising by the average individual exposed to it (this could of course be extended to include visual contact).

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Advanced Media Planning by John R. Rossiter
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