Media weight is a term used in

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

to refer to the size of the audience reached by an advertising campaign. Media weight is determined by the number and placement of advertisements in media such as television commercials, online ads, or billboards. Media weight is usually expressed in the form of GRP’s (Gross rating Points), AOTS (Average opportunity to see) and reach of target audience. The main use of media weights is to monitor how well the goals of a communication plan are being reached. There are different ways to measure media weight.

Measurement

The most important method in measuring media weight is analysis of past records. The analysis is done on basis of

television Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertisin ...

, print and magazines reporting. Television spendings are reported as TAM rates and print as card rates. TV spendings can be analyzed on the basis of program genre, channel type, time duration and total airtime. The print rate analysis is done on the basis of color/monochrome, magazine, issue, placement of ad, month, and other variables.

Types of brand

Research carried out by John Philip Jones on the advertising of different brands in 23 countries found that the brands could be classified into two types: ''profitable'' brands and ''investor'' brands.

Profitable brands

These are brands that are advertised less in proportion to market share are categorized as profitable brands. These are brands which may have advertised many times previously but at present are enjoying higher market share with less advertising.

Investor brands

These are brands that are advertised more in proportion to market share. These brands tend to be newly introduced brands, which have less impact on the audience and are in the growth phase of their

product lifecycle In industry, Product Lifecycle Management (PLM) is the process of managing the entire lifecycle of a product from its inception through the engineering, design and manufacture, as well as the service and disposal of manufactured products. PL ...

(PLC) curve.

Effective frequency and recency

In 1995, John Philip Jones talked about the shelf space model of

recency Serial-position effect is the tendency of a person to recall the first and last items in a series best, and the middle items worst. The term was coined by Hermann Ebbinghaus through studies he performed on himself, and refers to the finding that r ...

in his book "When Ads Work". He found that ‘within a week, a single ad exposure was enough to produce a strong purchasing effect and that subsequent exposures within that week added very little'. The task for advertising is therefore to remind the audience about the product.Media Planning and buying, Arpita Menon

References