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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 8/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
The first channel decision that needs to be made is whether to use a concentrated channel strategy or a dispersion channel strategy:
Concentrated channel strategy In a concentrated approach the planner invests most of the media expenditure in a single medium or a narrow range or media. Dispersion channel strategy In a dispersion approach, the planner spends across a broad range of advertising media. The main advantage of a concentrated channel strategy is that the advertiser has the opportunity to achieve a high share-of- voice and can become the dominant advertiser in the selected channels. A dispersion approach allows the advertiser to reach a broader cross-section of the defined target market. With reach and frequency objectives firmly in place, the planner turns to determining the media mix and selecting appropriate media vehicles to carry the message. The media planner must determine the way that the advertising budget is to be allocated across the relevant media options (e.g. 50% TV; 30% Mags; 15% Digital and 5% Out-of-home). To make these decisions, the planner requires a detailed understanding of the target market and its media usage habits. Accordingly, the design of the media channel strategy requires a rich understanding of the media options and what each type of media can accomplish in terms of audience reach and engagement.
==== Media audience research ====
Media audience research is a central feature of media planning. The main purpose of media research is "to eliminate waste in advertising by objectively analysing the media available for promoting products and services". Identifying and profiling the audience for print media, broadcast media, cinema and online media magazine or newspaper is a specialized form of market research, often conducted on behalf of media owners. In most nations, the advertising industry, via its peak industry associations, endorses a single media research company as the official provider of audience measurement for main media. The methodology used by the official provider then becomes known as the industry currency in audience measurement. Industry members fund the audience research and share the findings. In a few countries, where the industry is more fragmented or where there is no clear peak industry association, two or more competing organisations may provide audience measurement services. In such countries, there is said to be no industry currency. Research companies employ different methodologies depending on where and when media is used and the cost of data collection. All these methods involve sampling – that is taking a representative sample of the population and recording their media usage which is then extrapolated to the general population. Media owners typically share research findings with prospective advertisers, while selected findings are available to the general public via the media research company or an entity, such as a broadcast commission, established to administer the audience research process. Media research acts as form of industry regulation and the legitimacy of research methodologies and provision of audience metrics. Media owners rely on metrics of both audience size and audience quality to set advertising rates. Measures of media audience that are of especial interest to advertisers include: Print Media
Circulation: the number of copies of an issue sold (independently assessed via a circulation audit) Readership: the total number of people who have seen or looked into a current edition of the a publication (independently measured via survey) Readership profiles: Demographic/ psychographic and behavioural analysis of readership (sourced from Readership surveys) Broadcast Media
Average audience: The average number of people who tuned into the given time or given program, expressed in thousands or as a percentage. Also known as a Rating or T.A.R.P (Total Audience Rating Point). Audience share: The number of listeners (or viewers) for a given channel over a given time period, expressed as a percentage of the total audience potential for the total market. (The audience share is normally calculated by dividing a given channel's average audience by the average audience of all channels). Audience potential: The total number of people in a given geographical area who conform to a specific definition, such as the number of people with a television (or radio) set or the total number of people aged 6–12 years. Population potentials are normally derived from the census figures and are used to estimate the potential market reach. Audience movement by session: The number of listeners (or viewers) who switch channels during a given time period. Audience profile: Analysis of audience by selected demographic, psychographic or behavioural variables. Cumulative audience (CUME): The number of different listeners (or viewers) in a given time period; also known as reach. People Using Television (PUT): The number of people (or households) tuned to any channel during a given time period. Out-of-home media
Opportunities to see (OTS) – a crude measure of the number of people who were exposed to the medium, For example, the number of cars that drive past an outdoor billboard in a given time period Internet and digital media