Media weights
Media Weights
Media Weights
Media weights are set for the advertising purposes. It is usually set in the form of GRP’s (Gross rating Points), AOTS (Average opportunity to see) and reach of target audience. The basis of media weights is to proficiently reach the goals of communication plan. There are different ways to set up media weights. Some of the techniques are listed below.
The most important while setting the media weight is analysis of past records. The analysis is done on basis of television, print and magazines report. Television spendings are reported as TAM rates and print as card rates. TV spendings can be analyzed on basis of program genre, channel type, time duration and total airtime. Whereas the print rate analysis are done on the basis of color, b/w, magazine, issue, placement of ad, month etc.
John Philip Jones has done a research and advertised different brands in 23 countries and found that the brands classification can be of two types.
TYPES
Profitable Brands
The brands who advertise less and make maximum market share are categorized as profitable brands. These are brands which may have advertised many times previously but at present are enjoying most market share with least advertising.
Investor Brands
The brands who advertise more and get less market share as return are termed as investor brands. These brands are newly introduced brands and have less impact on the audience and are in the growth phase of PLC curve. Setting the media weights
Effective Frequency and Effective Reach
Colin Mcdonald’s study in 1971 proved that consumers switch to the product of two or more exposures. It can be observed that the more the increased advertising more will be the reach and hence resulting more in the sales. Herbert E. Krugman talked about three exposures of the ads. Three levels are curiosity, recognition and decision. And after these three the rest are all reminders.So to increase the sales the ad must be exposed to the audience at least thrice.
Effective Frequency and Recency
In 1995, John Philip Jones talked about the shelf space model of recency in his book when ads work. He found that the ‘within a week, a single ad exposure was enough to produce a strong purchasing effect and that subsequent within that week added very little. The task for advertising is therefore to remind the audience about the product.[1]
References
- ↑ Media Planning and buying, Arpita Menon