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You đang tìm kiếm từ khóa Which term refers to the duration of an advertising message or chiến dịch over a given period of time được Cập Nhật vào lúc : 2022-09-14 11:41:33 . Với phương châm chia sẻ Kinh Nghiệm về trong nội dung bài viết một cách Chi Tiết 2022. Nếu sau khi Read nội dung bài viết vẫn ko hiểu thì hoàn toàn có thể lại Comments ở cuối bài để Mình lý giải và hướng dẫn lại nha.

A feature that limits the number of times your Display or Video ads appear to the same person.

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    Related linksWhat is Media Planning?What is a Media
    Plan?Types of Media PlanningOwned MediaEarned MediaWhat are the Benefits of Media Planning?Establish Processes Budget TrackingAudience Segmentation & AnalysisOptimization & TestingImproved ROIWhat
    are the Objectives of Media Planning?Media Planning vs. Media BuyingChallenges of Media PlanningConsumer-Level TargetingPlatform PreferenceHeavy Budget FocusIntegrating MeasurementsHow to Write a
    Media Plan (4 Steps to Follow)Step 1. Determine Media Goals and ObjectivesStep 2. Determine Target AudienceStep 3. Consider Frequency & ReachStep 4: Analyze and Optimize Campaign PerformanceSelecting the Right Media ChannelsOffline MediaOnline MediaTips for Building a Media Planning StrategyEstablish
    Clear GoalsAttribution ModelsGetting Started with Media PlanningWhat is the message in an advertising chiến dịch?What is reach and frequency in advertising?What is truyền thông planning in advertising?Which term refers to a possible exposure of the advertising message?

Frequency is the number of times a user sees ads in your Display or Video chiến dịch over a given time period. Frequency capping works differently on Display campaigns and Video campaigns.

For Display campaigns:

    When you set the
    frequency cap for a Display chiến dịch, you manage the number of impressions you will allow an individual user to have on the chiến dịch per day, week, or month. You can set a frequency cap to manage the number of impressions on the chiến dịch, ad group, or ad.Third-party cookies are used by default, but if those are not available then first-party cookies are used to approximate impressions.

For Video campaigns:

    When you set the frequency cap for a Video chiến dịch, you set a limit for the number of impressions and/or views you will allow an individual user to have on videos in the chiến dịch per day, week, month, or any combination. Frequency caps for Video campaigns can only be set on the
    chiến dịch level. If the videos in the chiến dịch are used in other Video campaigns, impressions and/or views from other Video campaigns for a given user will count towards the frequency cap of the chiến dịch. When a user reaches the frequency cap, Google will stop showing this chiến dịch to the user. This only applies to in-stream and Bumper ads in the auction.
    Measuring reach and frequencyUsing ad rotation and frequency cappingAbout video ad metrics and reporting

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Today’s marketers are often tasked with balancing chiến dịch efforts across a range of different truyền thông platforms and assets. This can make it challenging to effectively track each tactic’s success and overall impact on the business’s bottom line. With a thorough truyền thông planning strategy in place, teams can more accurately and holistically monitor chiến dịch success and
make informed decisions about how to optimize performance in the future. 

Let’s take a look some of the key considerations to keep in mind when building a truyền thông plan:

What is Media Planning?

Media planning is the process by which marketers determine how, when, and where an audience is given a selected advertising message. Media planners analyze the audiences, channels, and advertisements to determine the most efficient way to communicate a message to the intended

In today’s competitive and busy marketing landscape, truyền thông planning is essential. Marketers need to serve consumers with the right message, the right time, on the right channel in order to see engagements. Media planning is where marketers determine what these “rights” are.

Media planning is most often done by truyền thông planners advertising agencies. Media planners must work with truyền thông buyers and the client organization to develop a strategy to
maximize ROI on truyền thông spend. Media planners are required to have a firm understanding of the organization’s brand and target audience, various truyền thông platforms and developing truyền thông trends.

Media planning consists of formulating a strategy, evaluating its effectiveness, and adjusting, while buying is the execution of the strategy.

As noted, the truyền thông planner will
evaluate brand and audience to determine the correct combination of messaging and truyền thông mix on which to advertise in order to reach consumers in a positive, impactful way.

What is a Media

A truyền thông plan outlines which audience will be targeted, across which channels, what time, and with which message. 

An effective truyền thông plan will result in a set of advertising opportunities that target a specific audience and fit in with the organization’s marketing budget. When establishing a truyền thông plan, factor in the following considerations:

    Who does the ad need to reach?What is the marketing budget?What are the conversion goals?How frequency should the message be shown?What is the reach (how many people will see it)?How do we define success?

Types of Media Planning

To create an effective truyền thông strategy for your brand, you must decide what types of truyền thông (traditional or digital) will be cost-effective and bring in sales. 

There are three main types of truyền thông that are
considered when building a truyền thông plan: 

Paid truyền thông refers to advertising that is the result of paid placement from the brand. This includes pay-per-click advertising, display ads, and branded content. This is the most common way for brands to get exposure and boost sales. 

Owned Media

Owned truyền thông is content that is owned by your brand, i.e. blog posts and social truyền thông accounts. By increasing the use of the company’s owned truyền thông, you can increase
your customer reach and increase brand awareness. 

Earned Media

Earned truyền thông refers to the publicity the brand gets from outlets other than their own company. For example, customer reviews, truyền thông coverage, and word-of-mouth are all forms of earned truyền thông. This form of truyền thông is valuable because it often comes directly from consumers. This feedback can also help improve the quality of the product or service you are offering. 

By weighing the cost and benefits of each
platform, your company can decide what resources and forms of truyền thông will fit best into your truyền thông plan.

What are the Benefits of Media Planning?

Today’s modern marketing often requires marketers to leverage multiple forms of truyền thông, and a data-driven truyền thông plan provides marketers with centralized information across all platforms. This
helps to optimize campaigns and messaging, as well as streamline the chiến dịch review process. 

Key benefits of truyền thông planning include:

Establish Processes 

Media buying can be a complicated and time-consuming process. By getting your plans and processes in place, you can improve efficiency and save resources across the board.

Budget Tracking

Marketers have to know their budgets and a good truyền thông plan accounts for all costs and estimated

Audience Segmentation & Analysis

So much of truyền thông planning is understanding your audience and what message will resonate with them. 

Optimization & Testing

A good truyền thông plan uses the data hand to determine what has worked, what isn’t working, and what might work based on existing data.

Improved ROI

It’s called a plan for a reason. Media planning allows you to create an optimized chiến dịch that delivers ROI.

are the Objectives of Media Planning?

Media planners need to identify the combination of ads to achieve a specific result. Objectives should generally align with business goals, such as long-term growth and improving ROI. 

Media planning will often utilize a wide range of tactics to increase brand awareness, generate
leads, or drive conversions to help their organizations accomplish these goals.

Media Planning vs. Media Buying

Many people confuse truyền thông planning and truyền thông buying but they aren’t the same. Media planning sets you up to buy while truyền thông buying is the process of purchasing ad space across various channels and platforms in coordination with the agreed-upon truyền thông
plans and monitoring campaigns as they run. 

This means evaluating platform formats and rates to ensure they coincide with the plan, negotiating costs, keeping abreast of truyền thông trends, and building relationships with counterparts various channels and platforms. 

Media buying often leverages one of the following popular strategies:

    Manual biddingDirect buysProgrammatic buysReal-time bidding

Challenges of Media Planning

Media planning can be challenging because there are so many contributing factors that must be accounted for, and because many believe that truyền thông planning strategies and processes have not modernized along with marketing.

include but are not limited to:

Consumer-Level Targeting

The truyền thông plan must understand consumers a granular level to determine what types of messages resonate with them, requiring in-depth marketing analytics and an omnichannel measurement solution

Platform Preference

Brands must also know the various channels and platforms that
target audience members engage with and when. This will allow you to effectively choose truyền thông on which to run campaigns. All of this must be done with
budget and truyền thông spend in mind.

Heavy Budget Focus

Media planning continues to revolve around budget rather than customer engagement. Unfortunately, there is limited flexibility when it comes to a budget, preventing marketers from course correcting as campaigns run and new insights are discovered. Modern truyền thông
planning requires the flexibility to allocate budget to different channels if they prove to be more successful.

Integrating Measurements

Because there are so many trực tuyến and offline channels, it has become infinitely more difficult for marketers to measure the success of these campaigns alongside
each other to determine which are most effective and which should be updated.

Today, truyền thông planning has to adapt to focus on the consumer experience using flexible budgets and real-time, unified measurements that allow for truyền thông plan optimizations in-chiến dịch.

How to Write a
Media Plan (4 Steps to Follow)

Creating a truyền thông plan is a detailed process that requires planners to consider the needs of target consumers as well as the goals of the business. 

Here are the essential steps and considerations marketers must make when creating a truyền thông plan.

Step 1. Determine Media Goals and Objectives

It might be easy to assume that the goal is to drive conversions or engagement; however, that would oversimplify this step. Goals may vary by
department, or there might be multiple objectives for one chiến dịch. The sales team may be targeting increased revenue while the marketing objectives might be to increase brand awareness. Knowing the main goal of the chiến dịch will determine how it runs, as well as messaging.

Once clear goals are established, truyền thông planners must conduct
research into market trends and the competitive landscape. This research will offer visibility into where similar brands and goals have achieved success in the past, informing planning decisions. For example, if a brand has long relied on email campaigns but research reveals that competitors have had greater success with native ads, it may be time to shift the plan.

Of course, when determining goals and setting objectives, truyền thông plans must factor in budgets. Avoid assigning strict dollar
amounts to specific channels. A flexible approach to your marketing budget will allow for optimizations to be made as campaigns run.

Step 2. Determine Target Audience

Marketing today is driven by creating positive customer experiences. When developing messaging and selecting where to display those
messages across the truyền thông mix, marketers need to focus on specific audience needs.

• First, examine which segment of the overall audience you are trying to engage. 

• Look attribution measurements and engagement analytics to understand the types of ads users engage with, which creative is most effective, and importantly, which channels these consumers use. 

• While marketers often utilize demographic information such as age,
location, general interests, etc., be sure to incorporate person-level data gathered through a unified measurement approach to get the most tailored

Step 3. Consider Frequency & Reach

Another key component of a truyền thông plan is reach and frequency. 

• Reach refers to how many people the chiến dịch will be in front of over a specific amount of time.

• Frequency refers to how many times the consumer will be exposed to the ad over the course of the chiến dịch.  

There are a few popular approaches that marketers take when selecting frequency.

Continuity: Ads will run on a consistent schedule over the course of the chiến dịch: for example, two ads per week. The continuity strategy is often used for goods that are not seasonal and require regular reinforcement to stay top of mind.

Flighting: “Flights” refer to internment or alternating periods of advertisements followed by pauses in advertising on the channel altogether. Flighting works well for seasonal products or for those with less ad
budget. For example, when there is a pause in a flighted television chiến dịch, marketers may choose to run print ads instead.

Pulsing: A combination of flighting and continuity. Pulsed campaigns will incorporate low-intensity consistent advertising that is augmented by flights of higher-intensity ads during times when additional messaging can have a high impact. 

Step 4: Analyze and Optimize Campaign Performance

One of the most important steps to building
a truyền thông planning strategy is to continuously monitor, track, and analyze performance. Marketing campaigns are not “set-it-and-forget-it,” instead, they require ongoing management to drive maximum ROI. This hands-on approach allows teams to identify opportunities to optimize performance in real-time based on what is or isn’t working for each chiến dịch.

Selecting the Right Media Channels

There are a variety of trực tuyến and offline channels for marketers to choose from. We must use the
information gathered in the research and goal-setting phases to determine which channels will drive success.

Here are some of the most popular forms of truyền thông that marketers choose when truyền thông planning, along with their attributes.

Offline Media


Magazines have a long shelf life and often stay in a consumer’s possession for two to four weeks after being read. Information in this medium tends to be retained longer, since people read faster than they can listen.
Research has shown there is a higher amount of trust in magazine ads than in other forms of truyền thông (60 percent of readers trusted the advertisements they saw in magazines).

Consumers are also less resistant to these kinds of advertisements, as these often tie in with their interests. Publications tend to be very targeted (e.g., running magazines
or cooking magazines). They reach a secondary audience in addition to the target audience, since they are passed along to family and friends.


Advertising with local newspapers is a great way to ensure a brand’s message stays local. When selecting this medium, marketers can choose which section of the newspaper ads are placed for further targeting. If you want to target those interested in fashion, you can select the Style section of the newspaper.
newspaper readers are more likely to have higher education and 7 out of 10 of households earning
above $100,000 read the newspaper. This can be important when selecting ad space based on demographics. 


Radio ads have a local appeal, allowing you to target specific areas or regions of the country. It is also an easy medium to build frequency with your target audience, and is considered a lower-cost medium. According to research, exposure to a radio ad and time to purchase is the shortest of any medium. Additionally, when paired with other forms of truyền thông, the overall
campaigns were more effective.

TV & Cable

TV and cable are highly visual and can demonstrate products in everyday life. For example, if you sell a cleaning product, consumers can see the benefits of the product and how they can be applied in their home. This medium is of course very prevalent, as the average American watches
approximately five hours of television a day.

Out of trang chủ

Media such as billboards are large and get attention.
In a busy area, your message can reach 10,000 people in a month. Out of home isn’t limited by billboards, only your creativity
is. Out-of-home is also an extremely mobile option. (e.g., using displays to advertise luggage an airport).

Online Media

Digital Publications

Many digital publications have opportunities for you to email their database through a personalized email or newsletter. They can track open rates and understand conversion rates to your site or asset. These are often specialized publications, making it easy to reach your target audience, and are great tools for lead generation


Advertisers can capitalize on search intent. Advertisers can retarget people who have visited their site. PPC is an extremely cost-effective medium.

Social Media

Like PPC, social truyền thông is an extremely cost-effective medium. It is also extremely targeted, allowing marketers to target by interests, age, marriage status, etc. Social platforms are constructed on a basis of community, which allows your brand to connect more personally with consumers. It also
gives your brand the chance for content to go viral.

Programmatic Advertising

Programmatic advertising is extremely targeted, using an algorithm to find and target specific audiences across digital platforms. When looking into this, there are two methods to consider:

Programmatic Bidding – uses demand side platforms to buy ads on the digital market based on target audience.

Real-Time Bidding – allows advertisers to bid on impressions to
their target audience. If their bid wins, the ad is displayed right away.

Tips for Building a Media Planning Strategy

As marketers begin to strategize new truyền thông plans, keep these ideas in mind:


Select outlets and times that will best reach your target audience. For example, buying ad space during a live televised sự kiện (such as a sports trò chơi) ensures that viewers will be watching the program live and not fast forwarding through the commercials.

Clear Goals

Is this a branding chiến dịch or are you looking to generate leads? How many people are you looking to reach?


How do you encourage people to talk about your brand? Make sure your ad has a clear direction on what would resonate with this target audience based on demographics and viewership. Additionally, make sure you have a way to test the effectiveness of your ad.

Attribution Models

Make sure that your team is using a
marketing attribution model that can effectively track offline and trực tuyến truyền thông. Using the right attribution model can ensure your team is making choices that make sense when planning truyền thông.

Since the pandemic began, more customers have started shopping in an trực tuyến space. 77
percent of trực tuyến “window” shoppers make impulse purchases. Since this number is only expected to grow, it is important to have an effective truyền thông strategy. This means separating your budget appropriately between print, digital, video, and broadcast ads. 

To ensure that your brand is saving money and
delivering content to the correct audience, it would be wise to know the costs and importance of using each form of advertising. From here, your company can delegate the correct amount of resources to each chiến dịch to increase website traffic and brand awareness.

Getting Started with Media Planning

With a comprehensive truyền thông planning strategy, organizations can make more data-driven decisions about how to improve marketing ROI and drive conversions. Today, many teams are leveraging
tools that allow them to make smarter, faster, and more accurate truyền thông planning choices. 

With Marketing Evolution’s Scenario Planner, organizations can strategically build out their annual truyền thông strategy and plan, and even run “what if” scenarios that allow them to modify key chiến dịch factors without impacting active initiatives. This enables teams to truly optimize their truyền thông mix while
simultaneously cutting down on ad waste.

What is the message in an advertising chiến dịch?

An advertising message is an idea an advertiser wants to communicate to their target audience. Its goal is to convince people to perform a certain action, such as registering, purchasing something, or making a reservation.

What is reach and frequency in advertising?

Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Frequency is the number of times you touch each person with your message.

What is truyền thông planning in advertising?

Media planning is the process of identifying and selecting truyền thông outlets – mainly newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which to place paid advertisements.

Which term refers to a possible exposure of the advertising message?

advertising impression. A possible exposure of the advertising message to one audience thành viên.
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