This document discusses various topics related to media planning and audience reactions to media. It provides information on how audiences choose and process information from different media sources. It also discusses measures used to evaluate advertising effectiveness, including exposure, circulation, advertising exposure, perception and communication. Response functions are introduced as a way to measure the percentage of people exposed to an ad multiple times that are expected to respond. The cost efficiency of advertising, measured by cost per thousand (CPM), is also covered.
4. Audience Reactions to Media
Audience pays attention only to their interested
information at the medium.
Sometimes they may waste time in some less interested
content for some purposes ( ). For example, they
may watch less interested TV program while waiting for
their favorite ones to come, or they leaf through a
magazine while waiting for someone at a hair salon.
The degree of attention to an advertisement is worth
studying.
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5. Strong Feelings ( )
the media images such as authoritative ( ) and
provocative ( ), as found in a central government
radio channel, or warm/cold, as created by various
programs in a TV channel.
Other media images include strong/weak ( ),
confusing ( ) and negative ( ), etc.
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7. Loyalty ( )
habit developed because of interest in particular media,
e.g. some prefer reading newspaper than internet
news.
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8. Usage Behavior ( )
some audience use media immediately, other use them
during free time or even do not use them when free
media approaches, e.g. free subscription copy of
magazine.
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9. Varied Relationships
( )
casual relationship if the content is uninterested, e.g. a
sport team always loses games, or intense ( )
relationship if the content is attractive, e.g. the winning
sport team or a popular artiste ( ) is featured.
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10. Varied Relationships
intense relationship if the content is attractive
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11. Audience Reactions to Media
( )
It should be noted that mass media ( ) may not
create closer relationship than specialized media (
), e.g. teenagers seem uninterested in reading
newspaper.
In fact, small market segments, to which specialized
media target, can account for large proportion of sales.
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14. How Audiences Process
Information in Media
Even an audience interested in the content of a media,
it does not mean they are interested in the
advertisement being carried. They may pay less
attention to advertisements because:
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15. ...
.....................................................................
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16. ...
.....................................................................
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17. How Audiences Process
Information in Media
they do not want the product or brand (
)
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18. they do not want the product or brand
( )
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19. they do not want the product or brand
( )
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20. they do not want the product or brand
( )
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21. How Audiences Process
Information in Media
they have great deal of the brand or product
knowledge ( )
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27. How Audiences Process
Information in Media
they are overloaded with information ( )
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28. How Audiences Process
Information in Media
Despite the above reasons, buying behavior of the
audience may be influenced when changes have been
made to the content or advertising message, e.g. a
new editorial column or new creative advertisement is
launched.
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31. People have short-term memory on the information
from media; no matter it is the content or
advertisement. The traditional way of extending the
memory period is buying media vehicles repeatedly, i.e.
increase the advertising frequency.
(Cultivation Effect -
)
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32. Some media planners believe this is the ONLY way that
the memory and hence the ad effectiveness be
extended by buying the ad in the right time, in the right
amount and to the right markets.
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35. strategic media planning ( )
careful media selection and timing (
)
creative message and media (
)
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36. strategic media planning ( )
careful media selection and timing (
)
creative message and media (
)
ad placement in markets where sales opportunities are
best. ( )
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37. strategic media planning ( )
careful media selection and timing (
)
creative message and media (
)
ad placement in markets where sales opportunities are
best. ( )
repeated advertising. ( )
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39. Media play a significant role in the selling process when
advertising is required, i.e. when the Promotion element of
the marketing mix is concerned.
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40. Media play a significant role in the selling process when
advertising is required, i.e. when the Promotion element of
the marketing mix is concerned.
Media do not work alone because they are part of a team
of selling variables, and their role is to control the efficient
delivery of advertisement, i.e. targeting the right prospects
( ).
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41. Media play a significant role in the selling process when
advertising is required, i.e. when the Promotion element of
the marketing mix is concerned.
Media do not work alone because they are part of a team
of selling variables, and their role is to control the efficient
delivery of advertisement, i.e. targeting the right prospects
( ).
On the other hand, some quality for a particular medium
can help target the right segments, e.g. a home-living
magazine can help a furniture advertisement find the right
targets.
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44. Definition
Exposure ( ) means “open eyes (or
listening ears) facing the medium.” It measures
how many people look into or read a vehicle.
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48. Some Highlights
It may differ for each medium.
For example,
exposure is counted if one says he/she read the
publication,
but it is counted only if one receives a people meter
and presses the correct TV channel button during the
survey period.
For internet, it is counted when an ad banner, pop-up
ad or page of content from a website is served.
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49. Some Highlights
Exposure does not reveal how many people have
actually read the advertisement. It underestimates (
) the true audience size.
However, it is most readily ( ) available data that
can measure the advertising extent ( ) because it is
necessary to be exposed to a vehicle before anyone
can see an advertisement
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51. Vehicle Exposure
( )
Exposure to TV or Print Media (Not ads) (
)
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52. Vehicle Exposure
( )
Exposure to TV or Print Media (Not ads) (
)
Open eyes facing a vehicle (or opportunities to see ads)
( )
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53. Circulation (Print Media)
( )
No. of Copies Distributed ( )
People or families receiving newspaper vehicles (no
exposure counted) ( / )
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54. Circulation (Print Media)
( )
No. of Copies Distributed ( )
People or families receiving newspaper vehicles (no
exposure counted) ( / )
/
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56. Advertising Exposure
( )
No. of Ads exposed per issue or per TV program
( )
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57. Advertising Exposure
( )
No. of Ads exposed per issue or per TV program
( )
A gross (or crude) counting of total no. of ads exposed
in a vehicle ( )
...
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58. Advertising Exposure
( )
No. of Ads exposed per issue or per TV program
( )
A gross (or crude) counting of total no. of ads exposed
in a vehicle ( )
...
( )
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61. Advertising Perception
( )
No. of ads that consumers remember having seen in a
vehicle ( )
The smallest amount of communication remembered of
ads in a vehicle (
)
~
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75. Advertising Communication
( )
The total amount of recalled material from ads in a
vehicle ( )
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76. Advertising Communication
( )
The total amount of recalled material from ads in a
vehicle ( )
Feedback from ad messages in vehicles (
)
Feedback
~
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79. Response Function (Media Effectiveness)
No. of responses to specific advertising in a vehicle
(
)
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80. Response Function (Media Effectiveness)
No. of responses to specific advertising in a vehicle
(
)
The effects of advertising on consumers (responses
such as (1) sales, (2) brand awareness, (3) attitude
change, and (4) recall of messages)
( ...)
(1) (2)
(3) (4)
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86. Definition
Response function shows what percent of the people
who are exposed to an ad varying numbers of times
are expected to respond to that ad.
( )
Response Function
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87. Definition
Response function shows what percent of the people
who are exposed to an ad varying numbers of times
are expected to respond to that ad.
Response Function
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89. Exposure Responding
Response function
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90. Response function seems to be a more meaningful ( )
and accurate ( ) measure, but deciding what percent of
those people will respond is a subtle ( ) judgment that
depends on:
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91. Response function seems to be a more meaningful ( )
and accurate ( ) measure, but deciding what percent of
those people will respond is a subtle ( ) judgment that
depends on:
the product being sold ( )
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92. Response function seems to be a more meaningful ( )
and accurate ( ) measure, but deciding what percent of
those people will respond is a subtle ( ) judgment that
depends on:
the product being sold ( )
the ad’s creative quality ( )
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95. Response function seems to be a more meaningful ( )
and accurate ( ) measure, but deciding what percent of
those people will respond is a subtle ( ) judgment that
depends on:
the product being sold ( )
the ad’s creative quality ( )
the medium in which the ad appears
( )
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96. Response function seems to be a more meaningful ( )
and accurate ( ) measure, but deciding what percent of
those people will respond is a subtle ( ) judgment that
depends on:
the product being sold ( )
the ad’s creative quality ( )
the medium in which the ad appears
( )
a variety of other factors ( )
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98. Measuring Advertising
Cost-Efficiency
The cost-efficiency of an advertisement is usually expressed in
Cost Per Millie (=thousand), or CPM. It is the cost to deliver to
1,000 people or homes, i.e. dividing cost by the audience
delivery and multiplying by the quotient of 1,000.
( CPM
CPM=$37; CPM=$34 ->
)
The audience base can be circulation, homes reached,
readers, or number of audience members of any kind of
demographic or product usage classification.
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115. Since each medium is measured differently, CPM is
most typically applied to vehicles within a single
medium. If difference is sought between use of CPM
and CPRP for TV/radio,
CPM is used to compare the efficiency of individual
vehicles (CPM ), while
CPRP is to calculate the cost of an entire TV/radio
broadcast plan (CPRP
).
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