The term universe refers to the total number of all the “persons of interest” within a particular geographical region. When it comes to utilizing or incorporating the term when searching for my intended target audience, I will use my understanding of the universe to choose the most media vehicle to have the potential of reaching my target audience.
However, this will also be based on the objectives for the specific campaign that I will be running, the size of the universe and the budget. Therefore, it is evident that the universe will help a great deal in determining the way the campaign will be executed. Also, I can use the universe to identify the specific interests of particular population within my target audience. This identification will play a significant role of knowing how to create an advertisement so that it can appeal to the intended target audience.
The term message weight refers to the sum of the entire audience size for a particular set of advertisements or even a whole campaign. It is usually expressed in different forms such as in Gross Impressions, Gross rating point (GRP) and OTS.
Message weight is calculated by recording the number of gross impressions for the placed advertisements in different media vehicles such as print, radio and television. The formula for calculating message weight is a multiplication of the target reach and frequency. Target reach X Frequency=Message weight.
100 GRPS indicates that every person within a particular target universe had the advantage of seeing the advert at least one time. However, such a scenario is not practically possible. In regard to the question, 400 GRPS means that everyone within the target universe had the chance of seeing the ad four times within a particular time that the advert was ran as per the media campaign.
The key challenges in media planning and management are the presence of a fast evolving media landscape, algorithmic advertising, inconsistent terminologies, insufficient information, scarcity of time and challenges when it comes to measuring the effectiveness of the advertised content. Usually, media planning needs a lot of information on different aspects regarding the targeted audience or rather customers. Some of the critical information include the age, educational level, size and location. There is need of information about strategies used by competitors among other things. Planning and managing time is also a critical challenge.
Occurrence of unanticipated events is common in the process of media planning. Media planning is a challenging task due to the fast evolving media landscape. When these changes come in play, there is usually a need for immediate response which can be very challenging. The third challenge is finding the accurate technique of measuring audience and the effectiveness of the advertised content. It is very challenging to know the actual number of people who were exposed to an advertisement in a channel such as television (Macnamara & Zerfass 2012).
The word rating in media is a terminology that refers to a section of a demographic universe that was exposed to a particular media vehicle. It is always expressed as a percentage of that universe. In order to calculate the rating of any broadcast, the following formula is used:
Therefore, the number of people who were exposed to a particular demographic vehicle divided by the total population of the people in that spefic location multiplied by 100 gives the rating of a broadcast vehicle. For instance, if the total number of people aged 18-49 listen to Radio X in region Y is 30,200 average quarter hours people from Monday to Friday while the total population for region Y is 110,800 people. Then the rating for radio X listening population will be calculated as:
Average hour persons/Survey area population multiplied by 100= Average quarter hour rating
30,200/110,800 X 100= 27.3% (Kuznetcov & Kapelyushnik 2020).
The term advertising problem refers to the negative effect that advertising has on the society. The common advertising problems are moral concerns for instance advertising of harmful products such as alcohol and tobacco. Since advertisements have to be appealing and persuasive, there are moments when harmful substances are portrayed as beneficial (Sandhya, 2020).
Other advertising problems are sex objection, objection to repetition and exposing children to inappropriate materials. The significance of advertising problem to media planning process is that it cautions the planning team to observe the guidelines to creating appropriate advertisements (Sandhya, 2020). When planning, it is good to take into consideration the social and ethical issues that are associated with advertising in order to avoid negative perception, tarnishing of brand image and even facing legal implications.
Segmentation, Targeting and Position is a marketing framework that recapitulates the procedure of marketing segmentation. The term market segmentation entails the process of dividing a particular market of potential buyers in divisions which are called segments (Camilleri, 2020). The process of segmentation is carried out basing on the varied features within a specific market. When implementing segmentation, targeting and positioning, the created divisions are made up of consumers who will retort in the same manner to the marketing strategies.
Also, the group of customers should be sharing similar characteristics such as locations, interests and needs among other things (Camilleri, 2020). A good example of the segmentation, targeting and positioning is the case of Coca Cola and Pepsi in the 1980s. Coca cola chose to change their strategy and introduced a new brand termed “New Coke. “ Currently, coca cola bases its market segmentation, targeting and positioning basing on the behavioral, psychographic and the profile of their customers.
Buyer Persona
Audience
Both male and female aged between 18-36 years interested in taking good pictures for their social media platforms. They do not have a traditional job but are interested in influencer jobs on social media. Since they want to become influencers, they have to make their social media appealing. This can be done through taking nice pictures.
Audience interests
Mainly interested in visiting new high class places with good vicinity for taking good pictures that they can use to impress their followers in social media. Interested with working with photography companies that exhibit high levels of creativity.
Preferred online platforms
The most used online platform is instgram. However, they are also in other online platforms such as Facebook, twitter, YouTube and personal websites. Instagram is there preferred online platform since it’s the platform that they can reach a wider audience. Also, majority of instagram users are potential target customers to the products they are promoting.
Preferred time to access the business
They are mainly free on weekends. However, since their business is remote and does not have a physical location, they are at times free during weekdays.
Reasons for consuming the service
They use photography services to improve their brand and attract more followers to gain more influence within the influencing niche.
How they consume the content
They majorly consume the content by booking an appointment and taking good pictures for themselves and their products.
References
Camilleri, M. A. (2018). Market segmentation, targeting and positioning. In Travel marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.
Macnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The challenges of balancing openness, strategy, and management. International journal of strategic communication, 6(4), 287-308.
Kuznetcov, A., & Kapelyushnik, M. (2020). U.S. Patent Application No. 16/360,053.
Nsightful. (2020). Marketing Universe – nSightful. Nsightful.com
Sandhya, M. (2020). Media Planning. Economicsdiscussion.net.
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