Marketing Communications

266 CHAPTER 8 MEDIA PLANNING

can be adapted for different geographic regions, whether the medium is more effective during

certain periods of the year than during others, and how selective the advertising medium is.

Medium selectivity refers to the extent that a medium is directed towards the target group.

Medium selectivity can be represented by a selectivity index showing how well the target

group is represented in the medium reach, relative to the universe:^33

Selectivit yindex

%ofthe target groupintota

=

llreach

%ofthe target groupinthe universe

× 1000

Selectivity index < 100: The target group is under-represented;

The vehicle is not selective on the target group

Selectivity index = 100: The target group is proportionally represented

Selectivity index > 100: The target group is over-represented;

The vehicle is selective on the target group

Qualitative criteria to evaluate different media are the extent to which the medium is cap-

able of building a brand image and a brand personality, the impact the medium has on the

audience, how involved the audience are with the medium and, as a consequence, whether

the audience are active or passive and whether the audience pay a lot of or only minor atten-

tion to the messages conveyed by the medium. Qualitative criteria are also about whether or

not the vehicle can add value to the brand or product due to the context in which the brand

or product is shown (see also further in this chapter), whether or not the quality of reproduc-

tion is sufficiently high, how much and what type of information can be conveyed to the

consumer (e.g. can the use and customer friendliness of the product be demonstrated?), how

many exposures are needed to make consumers remember the message (β-coefficient) and

whether or not the medium is characterised by a lot of advertising clutter resulting in a need

for more exposures in order to become reasonably effective.

Table 8.5 Mixed media criteria

Quantitative criteria Reach

Frequency

Selectivity

Geographic flexibility

Speed of reach (delayed or not)

Message life

Seasonal influence

Qualitative criteria Image-building capability

Emotional impact

Medium involvement

Active or passive medium

Attention devoted to the medium

Quality of reproduction

Adding value to the message (by means of the context)

Amount of information that can be conveyed

Demonstration capability

Extent of memorisation of the message (β-coefficient)

Clutter

Technical criteria Production cost

Media buying characteristics (lead time, cancellation, etc.)

Media availability

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