Methods of Setting Media Budget: Yardstick Method, Effective Frequency & Reach Method & Margin Analysis ROI Based Approach, Experimental Approach, Break Even Planning

19/11/2021 0 By indiafreenotes

Yardstick Method

Yardstick method is an approach in which the company or business entities use in estimating the new operation challenges or damages, mainly through performance comparable guidelines for example the damages experienced in an agreement breaching.

Define criteria by which to choose a solution. This may mean including or excluding aspects of a solution. The criteria must be specific enough to narrow down the solutions. For example, the criteria for choosing an advertising method might include limited funds, broad appeal, and a desire to direct people to a website where they are able to purchase the specified product.

Compare each solution to the criteria. It is important that the analysis of each option be thorough and clearly explained. For example, television advertising would be expensive, but targets a wide range of people. Newspaper ads would target only a specific region of people, but would cost less. Internet ads would target a wide range of people and the budget can be adjusted as needed. Internet ads can also send people directly to website. Radio ads can reach a wide variety of people, but only in a specific geographic area and can cost a good deal of money. Billboard ads can be made cheaply with small roadside signs, but the size is limited and people driving by may not remember the web address.

Decide on a solution and make a recommendation. At this point, the facts should make the recommendation clear.

Effective Frequency

In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.

The subject on effective frequency is quite controversial. Many people have their own definition on what this phrase means. There are also numerous studies with their own theories or models as to what the correct number is for effective frequency.

The following are some key examples:

  • Advertising Glossary defines effective frequency as “Exposures to an advertising message required to achieve effective communication. Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage.”
  • Business Dictionary defines it as “Advertising the theory that a consumer has to be exposed to an ad at least three times within a purchasing cycle (time between two consecutive purchases) to buy that product.”
  • Marketing Power defines it as “An advertiser’s determination of the optimum number of exposure opportunities required to effectively convey the advertising message to the desired audience or target market.”
  • John Philip Jones says “Effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. However, as all experienced advertising people know, the phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a threshold. Repetition was considered necessary, and there had to be enough of it within the period before a consumer buys a product to influence his or her choice of brand.”

Reach Method

In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see or hear the ad or commercial. Reach may be stated either as an absolute number, or as a fraction of a given population (for instance ‘TV households’, ‘men’ or ‘those aged 25–35’).

For any given viewer, they have been “reached” by the work if they have viewed it at all (or a specified amount) during the specified period. Multiple viewings by a single member of the audience in the cited period do not increase reach; however, media people use the term effective reach to describe the quality of exposure. Effective reach and reach are two different measurements for a target audience who receive a given message or ad.

Since reach is a time-dependent summary of aggregate audience behavior, reach figures are meaningless without a period associated with them: an example of a valid reach figure would be to state that “[example website] had a one-day reach of 1565 per million on 21 March 2004” (though unique users, an equivalent measure, would be a more typical metric for a website).

Reach of television channels is often expressed in the form of “x minute weekly reach” that is, the number (or percentage) of viewers who watched the channel for at least x minutes in a given week.

Reach can be calculated indirectly as:

Reach = GRPs / Average frequency

Margin Analysis

The marketing margin, characterized as some function of the difference between retail and farm price of a given farm product, is intended to measure the cost of providiing marketing services. The margin is influenced primarily by shifts in retail demand, farm supply, and marketing input prices. But other factors also can be important, including time lags in supply and demand, market power, risk, technical change, quality, and spatial considerations. Topics for future research include improved specifications for margins and demand and supply shifters, retail-to-farm price transmission of retail demand changes, and impacts of vertical integration and policy interventions.

The limitations of the market share method are:

  • The conversion of industry forecast to the company specific sales forecast is quite tedious and hence requires the expertise.
  • It is a complex process as the entire business environment is scrutinized before reaching to the final forecast.
  • The wrong information about the marketing environment may result into a wrong sales forecast.

ROI Based Approach

In the percentage-of-sales method, advertising budget depends on the level of sales. But advertising causes sales. In the marginal analysis and S-shaped curve approaches increase in advertisement budgets may lead to increases in sales. In other words the advertisement budget can be considered as an investment.

In the ROI budgeting method, advertising and promotions are considered investments, like plant and equipment. In other words investments in advertisements lead to certain returns. Like other aspects of the firm’s efforts, advertising and promotion are expected to earn a certain return.

To many the ROI method is an ideal method of setting advertisement budget. But in reality it is rarely possible to assess the returns provided by the promotional effort-at least as long as sales continue to be the basis for evaluation.

Experimental Approach

Traditional marketing was designed to create a message and distribute that message as efficiently and effectively as possible. Experiential advertising uses modern forms of communication and interactivity to approach marketing from a different, more personal angle. It combines salesmanship with the ability to connect with consumers and give them something to encounter and interact with, rather than just see or listen to. “Experiential marketing reaches out to the consumer prior to the actual purchase event in a retail store and gives them enough information about the product to motivate them to go to the retail store to make the purchase,” according to Augustine Fou of Marketing Science Consulting Group.

Experiential advertising became possible in the 1990s and began to develop in the 2000s as businesses sought new ways to reach out to consumers in meaningful ways. Too often, consumers ignored traditional ads, commercials, radio spots and other marketing techniques that had oversaturated the market and become easy to dismiss or forget. To make marketing memorable again, companies began to seek innovate ways of displaying messages to customers so that their engagement or direct involvement was a necessary part of the experience.

Break Even Planning

Marketers need to understand break-even analysis because it helps them choose the best pricing strategy and make smart decisions about the short- and long-term profitability of the product.

The break-even price is the price that will produce enough revenue to cover all costs at a given level of production. At the break-even point, there is neither profit nor loss. A company may choose to price its product below the break-even point, but we’ll discuss the different pricing strategies that might favor this option later in the module.

Break-Even Price = Costs / Units

Break-Even Quantity (in terms of units) = Costs / Price

Components

Fixed Costs

Fixed costs can be defined as the business costs, which are directly related to the business but not directly associated with the level of production. Therefore, whether your production level is zero or at its highest capacity, the fixed costs are going to be there. For example, you are supposed to pay the rent of your factory building, whether there is no production going on for about a month.

The followings are examples of fixed costs.

  • Taxes
  • Salaries and wages
  • Rent of the building or lease charges
  • Energy cost
  • Depreciation cost
  • Marketing costs
  • Research and development expenses
  • Administration cost

Variable Costs:

Variable costs are the costs that are directly associated with the level of production. That means the variable cost will reduce with the reduction in the production and will become zero when you cease the production process. For example, the cost of raw material required for the production of goods is directly related to the number of units produced in the production process.

The examples of direct variable costs.

  • Cost of raw material
  • Cost of wages of workers hired, especially for production work.
  • Fuel consumed
  • Packaging cost

Indirect Variable cost

Direct variable costs are the costs that are directly associated with the production of goods but does not get affected by the level of production. For example, depreciation cost, machine maintenance cost, and Labour cost.

Semi Variable cost

Semi variable costs are the costs that have characteristics of both variables as well as fixed costs.

Initially, these costs are fixed, but later these costs vary with the expansion of business or with the complex nature of the business.