Here are some guidelines to help you plan the media portion of your advertising program. For further information on the specific media (newspaper, radio, television, etc.), please see the individual guideline information later in this section.

Review your overall advertising goals and objectives. Translate your answers to questions of who, what, where and when into media objectives

Evaluate the different types of media available (TV, radio, etc.) Consider their total costs, as well as their relative efficiency in reaching your potential customers. See one-sheet overview of strengths and weaknesses of each media outlet

Take inventory of advertising materials you have or can use. Using dealer versions of Suzuki-created national TV spots and ad slicks, and Suzuki-supplied footage of key models, reduces your production costs, meaning there’s more of your advertising budget available for media

Consider and evaluate different plan options. Experiment mixing different media types and/or media schedules to determine the most efficient and effective way to reach key prospects within your budget

Negotiate. Media rates, especially in broadcast, are negotiable. The earlier you begin negotiating and the earlier you are ready to commit to a media buy, the more leverage you have as a buyer
  Seasonality and Scheduling
Your advertising will be most effective if you run it during and just before your key selling season. Consider building onto or surrounding national advertising schedules, using the specific guidelines provided at key times during the year. Also remember special promotions you are planning and local conditions, such as climate or hunting season, and events such as races, bike rallies, or an Open House.
  Media Buys
Consider these points when negotiating and executing a media buy:

• Is your target audience clearly defined? All media and media proposals should be compared using the same target audience. For instance, a radio station may be ranked #1 in a market based on men age 18 – 34 but only #6 in men 18 – 44.

• Local reps should be able to supply rating and audience figures for all standard demographic groups. Ratings or projected ratings may be compared only if they are from the same rating service, either Nielsen for television, or Arbitron for radio.

• Get guarantees on ad positions ratings, programming and/or daypart mixes. More important than the sheer number of spots or ads is where and when they appear. Ratings vary substantially throughout the day, whether it is TV or radio.

• A radio station’s ratings may vary from a 3.9 (6 a.m. to 10 a.m.) to a .3 (7 p.m. to midnight). If you paid a premium to have your spots run during a specific time period, make sure they are running as you ordered. Don’t sacrifice quality for quantity.

• Compare media on an “apples to apples” basis. Out-of-pocket cost is only one consideration; be sure to compare on a cost-per-thousand (CPM) or a cost-per-point basis, too. The lower the cost-per-point or cost-per-thousand, the better. Delivery, or reach, and frequency figures may only be compared if based on the same target audience demographics.

• When comparing media buys, make sure you are comparing buys that were purchased on the same target audience and time of year. A television buy that was purchased for motorcycles in the spring cannot be compared to a TV buy for ATVs in the fall. First, the target audiences for motorcycles and ATVs are different. Second, a spring buy cannot be compared to a fall buy because costs vary substantially depending on the time of year.
  Negotiating Aggressively
Media is a perishable commodity and costs are subject to pressures of supply and demand. Start early and get a feel for the local market conditions. Media reps are very competitive and often a “bidding war” results in cost efficiencies and value for the buyer.
Media Terminology

Reach: Defined as the percentage of the population exposed to the advertising message
Frequency: The number of times the advertising message has been seen Reach and Frequency are inversely related – the more you get of one, the less you get of the other (law of diminishing returns)
Rating: The percentage of a defined population viewing a program
HUT: Homes Using Television. The percentage of total TV households viewing TV during a specific time period (HUT=Rating/Share)
Gross Impressions: The total number of people exposed to an ad, not specific to a particular target (which would indicate a rating)
Share: A station’s individual percentage of the total number of households using television during a specific time period
CPP: Cost-per-point: Defined as the cost per rating point purchased
CPM: Cost Per Thousand = (Cost x 1000)/Population or circulation
Index: A means to determine averages: An index of 100 is considered the average, so an index of 138 is 38% above average, or an index of 92 is 8% below average – often used in demographic readership of publications
GRP (Reach x Frequency): Gross Rating Point: A single GRP represents one percent of a defined universe of households – similar to ratings, but cumulative
TRP: Similar to the GRP but defined against a specific target – example: Men 35 – 54
Designated Market Area (DMA): The A.C. Nielsen Company’s geographic definition of a local television market