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- Digital strategy preparation
- media research
- competitive activity
- OOH, radio, press media planning and placement
Factors we consider during media-planning
- Reach – expressed as a percentage, reach is the number of individuals (or houses) to expose the product to through media scheduled over a period of time.
- Frequency – using specific media, how many times, on average, should the individuals in the target audience be exposed to the advertising message? It takes an average of three or more exposures to an advertising message before consumers take action.
- Cost per thousand (CPT) – How much will it cost to reach a thousand prospective customers ? To determine a publication’s cost per thousand, also known as CPM, divide the cost of the advertising by the publication’s circulation in thousands.
- Cost per point (CPP) – how much will it cost to buy one rating point the your target audience, a method used in comparing broadcast media. One rating point equals 1 percent of the target audience. Divide the cost of the schedule being considered by the number of rating points it delivers.
- Impact – does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality?