Media Planning and Scheduling Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore

Organization 1. Introduction n 2. Number of Exposures n 3. Type of Audience Exposed 4. Outdoor Advertising 5. Reach and Frequency 6. Media Watching Habits of Asians

Introduction Concern with: * how many exposures created by vehicle * who is exposed to it * scheduling Importance n To ensure that message reaches the right market at the right time and with maximum effect

Difficult to plan n Insufficient information –Not detailed info about viewing audience –Expensive info esp for small advertisers n Inconsistent Terminologies (Recall vs Recognition) n Time Pressures –Especially for tactical ads n Difficulty Measuring Effectiveness –Difficult to ascertain relative effectiveness of various media/vehicles

Print ads n Cost per thousand (CPM) Example How much it costs to reach 1000 members of Her World magazine. Number of Exposures

TV Commercials n Gross Rating Point (GRP) n Gross coverage or duplicated audience that is exposed to a particular commercial n Prime time programs are highest rated

n Little value if audience is not target market n Effective Cost per Thousand n Adjust for different target segments e.g., more weight to heavy user segment Type of Audience Exposed

n Ad for women’s clothes makes more impact in Her World than in Female Vehicle Source Effect

4 considerations: 1. Expertness Effect enhanced if product advertised is very similar to the product associated with the vehicle Effect enhanced if product advertised is very similar to the product associated with the vehicle 2. Prestige n If objective is to build status image for a product, advertise in such magazines n Long-term association possible if product is advertised consistently in 1 magazine, and infrequently elsewhere

3. Mood of Vehicle n Happy programs generate more favorable attitude towards the ad 4. Audience Involvement n Involving vehicle generates superior exposure n Commercials in serial programs better recalled than those in other program types n Comedies fared least well

Outdoor Advertising n Popular in Asia because: –Expensive TV and print ad rates –No TVs or radios in rural areas –Illiterate –Asia’s massive traffic jams Burgeoning of billboard ads

Reachis the percentage of different homes exposed to the advertising schedule during a given period of time Reach (Unduplicated) is the percentage of different homes exposed to the advertising schedule during a given period of time Reach =Unduplicated Audience Total Audience Total Audience Duplicated Reach -- People who see the ad more than once Gives an estimate of frequency Reach & Frequency

Frequency is the average number of times that a home reached was exposed during that same period. Gross Ratings Points GRP =ReachxFrequency – –100 GRPs means: n n 100% of mkt is exposed once OR n n 50% of mkt is exposed twice OR n n 25% of mkt is exposed 4 times

n Is higher frequency (i.e., ad repetition) necessary? * Yes, because of decay * No, because of wear-out

When is Ad Repetition Needed? 1. Complex message 2. New or less well-known brand 3. Short purchase and use cycle 4. Brand associated to feelings in ad 5. Audience unable to process info quickly 6. Audience not brand loyal  high brand switching 7. High clutter

Wearout n Occurs when successive exposures no longer have positive impact on audience 2 explanations: (a) Complete information already absorbed (b) Irritating Ways to combat wear-out: (a) Provide reward to audience e.g., entertainment (b) Space exposures over time (c) Run multiple executions of same campaign theme

Media Scheduling in Asia CountryTV Channel(Audience %)Ad Minutes per Broadcast Hour Hong KongTVB Jade(67%)5.63 IndonesiaRCTI(52.4%)10.30 MalaysiaTV1(39%)5.16 PhilippinesABS-CBN(68%)15.39 SingaporeTCS8(66%)13.78 South KoreaSBS(29%)7.90 TaiwanTTV(37.6%)10.00 ThailandChannel 7(45.0%)6.95 JapanCX(10%)n.a.

Average Daily Viewing Hours of Asians WeekdayWeekendWeekly Hours Hanoi Hong Kong Ho Chi Minh Indonesia Japan Malaysia Philippines Singapore South Korea Taiwan Thailand