Media: budgets, efficiency, buying (MC, unit 7)

MEDIA BUDGETS
Limited media presence can be supported by PR to generate additional media exposure via editorials.
Controversial approaches may stimulate media interest beyond paid-for communications.

EFFICIENCY & EVALUATION
- Duplication is to be encouraged but 'the duplication factor' needs to be taken into account by media planners when calculating net reach & frequencies
- Communications efforts don't happen in isolation, affected by competitor's media usage, how much noise created etc.

Cost per thousand (CPT)

• medium's ability to reach every 1000 customers
• calculation: CPT = (budget/no. in target audience) x 1000
• measures relative efficiency NOT effectiveness

Television rating points (TVRs)

• measure by which TV advertising time is bought
• units that represent the audience watching a particular programme
• 1 TVR = 1% audience
• most ads shown a number of times so TVRs would accumulate over time
• BARB (Broadcaster's Audience Research Board) hold figures

Gross rating points (GRPs) = reach x frequency
measure reach in other media forms
50% audience x 4 showings (or OTS, opportunities to see) = 200 GRPs

MEDIA BUYING & BRIEFING
- Media planning still often done by agency but buying is outsourced to specialists (their size means greater purchasing power)
- They'll need briefing on: campaign objectives, target audiences, associated marketing activity, relevant sales data, previous media history, competitive activity, budgets & timing