BUSMK-256 Lecture Notes - Lecture 4: Audience Measurement, Market Analysis, Marginalism
8 Dec 2020
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Where to communicate and how much it will cost: media planning and budget. Challenges in steps in media planning (previously) This week is step 3 and 4 of media planning process (1. Combine info with how much it costs to deliver message (budget) May have some overlap people exposed to tv ad may also watch on program on online platform. Match the coverage of the media vehicles to the coverage of the target audience. 2nd chart is optimal goal full coverage of the target market (1/4 of population) 3rd is partial coverage , some part of target audience leaving some customers. 4th media coverage exceeds target audience, some coverage may be wasted without exposure. Important to have flexible campaign as it may need to be modified. Tarp measure of demographic audience formula and example (in slides) Sum of individual tarp = targeted gross rating points. Aggregate the tarp for each program and each slot.
