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Media Planning and Strategy: Mcgraw-Hill/Irwin © 2004 The Mcgraw-Hill Companies, Inc., All Rights Reserved

The document discusses key concepts in media planning such as media objectives, strategy, vehicles, and terminology. It also covers factors to consider when developing a media plan like target audience, budget, and choosing appropriate media types. Finally, it analyzes the advantages and disadvantages of various media channels including television, radio, print, outdoor, direct mail, and internet advertising.

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Sahil Makwana
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13 views27 pages

Media Planning and Strategy: Mcgraw-Hill/Irwin © 2004 The Mcgraw-Hill Companies, Inc., All Rights Reserved

The document discusses key concepts in media planning such as media objectives, strategy, vehicles, and terminology. It also covers factors to consider when developing a media plan like target audience, budget, and choosing appropriate media types. Finally, it analyzes the advantages and disadvantages of various media channels including television, radio, print, outdoor, direct mail, and internet advertising.

Uploaded by

Sahil Makwana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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10

Media Planning and Strategy

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.


Media Terminology

Media Planning - A series of decisions involving


the delivery of messages to audiences.
Media Objectives - Goals to be attained by the
media strategy and program.
Media Strategy - Decisions on how the media
objectives can be attained.
Media - The various categories of delivery
systems, including broadcast and print media.
Broadcast Media - Either radio or television
network or local station broadcasts.
Media Terminology

Print Media - Publications such as newspapers


and magazines.
Media Vehicle - The specific message carrier,
such as the Washington Post or 60 Minutes.
Coverage - The potential audience that might
receive the message through the the vehicle.
Reach - The actual number of individual audience
members reached at least once by the vehicle in a
given period of time.
Frequency - The number of times the receiver is
exposed to vehicle in a specific time period.
Problems in Media Planning

 Lack of information
 Inconsistent terms
 Serious time pressure
 Measurement problems
Developing the Media Plan

Situation Analysis Marketing Strategy Plan Creative Strategy Plan

Setting Media Objectives

Determining Media Strategy

Selecting Broad Media Classes

Selecting Media Within Class

Media Use Decision Media Use Decision Media Use Decision


— Broadcast — Print — Other Media
Developing the Media Plan

Analyze the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance
Where to Promote?
Brand and Category Analysis

Brand Development Index

Percentage
Percentage ofofbrand
brandsales
to to
total
total U.S. sales in
US sales in market
market
BDI = X 100
Percentage
Percentageof oftotal
totalU.S.
U.S.
population
populationin in
market
market
Where to Promote?
Brand and Category Analysis

Category Development Index

Percentage of product
category total sales in market
CDI = X 100
Percentage of total U.S.
population in market
Brand and Category Analysis

High BDI Low BDI


High CDI

High market share Low market share


Good market Good market
potential potential
Low CDI

High market share Low market share


Monitor for sales Poor market
decline potential
Brand and Category Analysis

High BDI Low BDI


The market usually represents The product category shows
High CDI

good sales potential for both high potential but the brand
the product and the brand. isn’t doing well; the reason
should be determined.

The category isn’t selling well Both the product category


Low CDI

but the brand is; may be a and the brand are doing
good market in which to poorly; not likely to be a good
advertise but should be place to advertise.
monitored for sales decline.
Media Planning Criteria Considerations

 The media mix


 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations
Target Audience Coverage

Population excluding target market


Target market
Media coverage
Media overexposure

Target Full Partial Coverage


Market Market Market Exceeding
Proportion Coverage Coverage Market
Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Effects of Reach and Frequency

1. One exposure of an ad to a target group within a


purchase cycle has little or no effect in most
circumstances.

2. Since one exposure is usually ineffective, the central goal


of productive media planning should be to enhance
frequency rather than reach.

3. The evidence suggests strongly that an exposure


frequency of two within a purchase cycle is an effective
level.

4. Beyond three exposures within a brand purchase cycle or


over a period of four or even eight weeks, increasing
frequency continues to build advertising effectiveness
at a decreasing rate but with no evidence of decline.
Effects of reach and frequency

5. Although there are general principles with respect


to frequency of exposure and its relationship to
advertising effectiveness, differential effects by
brand are equally important

6. Frequency response principles or generalizations


do not vary by medium.

7. The data strongly suggest that wearout is not a


function of too much frequency. It is more of a
creative or copy problem.
Marketing Factors Important to
Determining Frequency

 Brand history
 Brand share
 Brand loyalty
 Purchase cycles
 Usage cycle
 Competitive share of voice
 Target group
Message or Creative Factors Important to
Determining Frequency

 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation
 Wearout
 Advertising units
Media Factors Important to
Determining Frequency

 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures
Determining Relative Cost of Media

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
Determining Relative Cost of Media

Cost per rating point (CPRP)

Cost of commercial time


CPRP =
Program rating
Television Characteristics

Advantages Disadvantages

 Mass coverage  Low selectivity


 High reach  Short message life
 Impact of sight, sound,  High absolute cost
and motion  High production
 High prestige costs
 Low cost per exposure  Clutter
 Attention getting
 Favorable image
Radio Characteristics

Advantages Disadvantages

 Local coverage  Audio only


 Low cost  Clutter
 High frequency  Low attention
 Flexible getting
 Low production costs  Fleeting message
 Well-segmented
audiences
Magazines Characteristics

Advantages Disadvantages

 Segmentation potential  Long lead time for ad


 Quality reproduction placement
 High information  Visual only
content  Lack of flexibility
 Longevity
 Multiple readers
Newspapers Characteristics

Advantages Disadvantages

 High coverage  Short life


 Low cost  Clutter
 Short lead time for  Low attention-
placing ads getting capabilities
 Ads can placed in  Poor reproduction
interest sections quality
 Timely (current ads)  Selective reader
 Reader controls exposure
exposure
 Can be used for
coupons
Outdoor Characteristics

Advantages Disadvantages

 Location specific  Short exposure


 High resolution time requires short
 Easily noticed ad
 Poor image
 Local restrictions
Direct Mail Characteristics

Advantages Disadvantages

 High selectivity  High cost/contact


 Reader controls  Poor image (junk mail)
exposure  Clutter
 High information
content
 Opportunities for
repeat exposures
Internet / Interactive Media Characteristics

Advantages Disadvantages

 User selects product  Limited creative


information capabilities
 User attention and  Technology limitations
involvement  Few valid measurement
 Interactive relationship techniques
 Direct selling potential  Limited reach
 Flexible message
platform

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