Theories of media use

Striving for high reach, frequency, and continuity is, of course, also difficult and expensive. Again, compromises are made. They are based on the product's advertising needs and on the market situation. Four theories lend a framework for such compromises. The wave theory trades continuity for higher reach and frequency. The company adver­tises in selected media for comparatively short times throughout the year; for instance, four weeks at a time four times a year. It hopes for a carry-over effect from those times to the empty periods. The reach theory emphasizes reach at the expense of frequency and continuity. For example, an advertiser might buy space in a wide variety of maga­zines, all at the same time. In a media concentration approach, the advertiser focuses on a single medium. The company might buy a full page in every issue of one popular monthly magazine. This approach sacrifices reach for frequency and continuity. The media dominance theory combines all three media tools. An advertiser concentrates on one medium at a time, dominating it for a while. Then the effort moves to another medium for a short time. In this way, the advertiser has frequency in several media, but at different times; reach, through a variety of media for a longer time; and continuity, by using the different media in succession.

Cost (стоимость)

Another major concern (забота) in media planning is cost. Cost efficiency (эффективность) is measured (измеряется) by cost (стоимость) per (на) thousand (тысяча) (CPM Cost per mille (CPM), )(CPT cost per thousand цена за тысячу показов)target audience exposures. The formula for CPM is to multiply the cost of a message (rate) (стоимость сообщения) by 1,000 and divide (делим) the result by the number of people exposed to the message (кол-во людей, подверженных сообщению):

rate x 1,000

number exposed = CPM

An apparently small difference in CPM can mean a great difference in total cost. Suppose a target audience of 10,000,000 people. Media plan­ning calls for an average frequency of one exposure per week, for four weeks, thirteen times a year. Total exposures are 520,000,000 (10,000,000 X 4 X 13). At a CPM of $11, the total cost would be $5,720,000. At a CPM of $12, the total cost would be $6,240,000. A CPM of one dollar less means a savings of $520,000.

There are other ways to reduce the media costs of an advertising campaign. Both print and broadcast media generally offer discounts to heavy users. Newspapers may have run-of-paper (ROP) programs. Radio and television stations may have run-of-station (ROS) programs. The newspaper or station gives reduced rates, but it decides when or where to run the advertisement. Some media offer special seasonal prices. In the United States, television viewing drops 20-30% in the summer. The same minutes that costs $1500 in May and June could cost more than twice as much in October, November, and December. Many magazines, and some newspapers, offer geographic editions. A hotel chain, for example, might advertise its hotels selectively in differ­ent editions.

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