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Media Planning for Smarties
You say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget.
Do you believe that simply placing an ad in the newspaper or a commercial on the radio will drive customers to purchase your product or service? Or does your business have a well-developed marketing strategy with an advertising plan for the year? An effective advertising plan will clearly identify and select the media that will provide the greatest amount of targeted exposure for your business.
Your advertising plan should answer the following questions: What are your specific marketing objectives? Who are your target markets? What media types will you use? How many placements will you buy? What is your advertising budget? How will you track the effectiveness of your advertising efforts?
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Reach is the number of different people or households that are exposed to your message during a specified time period.
Frequency is the number of times that your target prospects are exposed to your message.
Gross Rating Points (GRP) are a measurement that equals the reach multiplied by the average frequency. The GRP is intended to give the total impact of the media effort. Continuity relates to the scheduling or timing of the media placements.
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