Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

10

Media Planning and Strategy

The Changing Media Landscape

• A few predictions• Traditional media budgets will not change

for years• Traditional media will take on a different

role, with reduced budget share• How consumers use media will never be

the same• Synergism/integration is the new model

10-2

Factors Leading to Changes in Media

• Consumers are busy and time crunched

• Multitasking becoming more prevalent

• New media options/ media proliferation

• Changing lifestyles (cocooning)

• Technology developments/changes

• Media Fragmentation

• Consumer attitudes toward media

10-3

Media Terms and Concepts

A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences

MediaPlanningMedia

Planning

Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program

MediaObjectives

MediaObjectives

Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained

MediaStrategyMedia

Strategy

General categories of delivery systems, including broadcast and print mediaGeneral categories of delivery systems, including broadcast and print mediaMediumMedium

10-4

Media Terms and Concepts

Number of different audience members exposed at least once in a time periodNumber of different audience members exposed at least once in a time periodReachReach

The potential of audience that might receive the message through the vehicleThe potential of audience that might receive the message through the vehicleCoverageCoverage

Number of times the receiver is exposed to the media vehicle in a time periodNumber of times the receiver is exposed to the media vehicle in a time periodFrequencyFrequency

The specific carrier within a medium categoryThe specific carrier within a medium category

MediaVehicleMedia

Vehicle

10-5

Developing the Media Plan

Selecting media within classSelecting media within class

Selecting broad media classesSelecting broad media classes

Determining media strategyDetermining media strategy

Media use decision— print

Media use decision— print

Media use decision— broadcast

Media use decision— broadcast

Media use decision— other media

Media use decision— other media

Setting media objectivesSetting media objectives

Marketing strategy planMarketing

strategy planSituation analysis

Situation analysis

Creative strategy plan

Creative strategy plan

10-6

Media Planning Difficulties

Measurement Problems

Measurement Problems

Lack of Information

Lack of Information

InconsistentTerminologyInconsistentTerminology

TimePressure

TimePressure

Problemsin MediaPlanning

Problemsin MediaPlanning

10-7

Developing a Media Plan

Evaluate performanceEvaluate performance

Analyze the marketAnalyze the market

Establish media objectivesEstablish media objectives

Develop/implement media strategyDevelop/implement media strategy

10-8

Using Index Numbers

Percentage of users in a demographic segmentPercentage of population

in the same segment

Index = X 100

Index Number

10-9

Using the Brand Development Index

Percentage of brand to total U.S. sales in market

Percentage of total U.S. population in market

BDI = X 100

Brand Development Index

10-10

Using the Category Development Index

Percentage of total product category sales in market

Percentage of total U.S. population in market

CDI = X 100

Category Development Index

10-11

Test Your Knowledge

In calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results imply?

A) High market share; good market potential

B) Low market share; good market potential

C) High market share; monitor for sales decline

D) Low market share; poor market potential

10-12

Using BDI and CDI

10-13

Developing Media Strategies

• Criteria to consider during plan development• The media mix• Target market coverage• Geographic coverage• Scheduling• Reach and frequency• Recency• Creative aspects and mood• Flexibility• Budget

10-14

The Media Mix

• Selection considerations• Objectives sought• Product or service characteristics• Budget• Individual preferences

10-15

Target Audience Coverage

TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

CoverageExceeding

Target Market

Population excluding target marketTarget marketMedia coverageMedia overexposure

10-16

Geographic Coverage

10-17

Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

10-18

Reach and Frequency

A. Reach of One Program B. Reach of Two Programs

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total marketaudience reached

Total marketaudience reached

Total market reached with both shows

Total reach less duplicated shows

10-19

Ratings Points

• Gross ratings points (GRPs)• GRP = Reach X Frequency

• Target ratings points (TRPs)• The number of people in the primary

target audience the media buy will reach• The number of times they will be reached

10-20

Effective Reach

10-21

Marketing Factors Determining Frequency

Target GroupTarget Group

Brand HistoryBrand History

Share of Voice

Share of Voice

Purchase Cycles

Purchase Cycles

Brand LoyaltyBrand

LoyaltyBrand ShareBrand Share

Usage Cycle

Usage Cycle

Marketing Factors

Marketing Factors

10-22

Message Factors Determining Frequency

Message ComplexityMessage Complexity

Message UniquenessMessage Uniqueness

New vs. Continuing CampaignsNew vs. Continuing Campaigns

Image Versus Product SellImage Versus Product Sell

Message VariationMessage Variation

WearoutWearout

Advertising UnitsAdvertising Units

Messageor Creative

Factors

Messageor Creative

Factors

10-23

Media Factors Determining Frequency

ClutterClutter

Number of Media UsedNumber of Media Used

Repeat ExposureRepeat

Exposure

Editorial Environment

Editorial Environment

SchedulingScheduling

AttentivenessAttentiveness

Media FactorsMedia

Factors

10-24

Creative Aspects and Mood

• Creative aspects• Media may drive strategy, or strategy

may drive media• Media and creative departments must

work closely together

• Mood• Media can drive mood• Media and vehicle image can carry over

to the message placed within them

10-25

Flexibility in Media Planning Strategies

Market opportunities

Market opportunities Market threatsMarket threats

Availability of media

Availability of media

Changes in media or media

vehicle

Changes in media or media

vehicle

FlexibilityFlexibility

10-26

Test Your Knowledge

Why should an effective media strategy be flexible?

A) Due to the potential development of new advertising media

B) Due to an alteration of a competitor's media schedule

C) Due to the unavailability of the desired medium

D) Due to a drop in the ratings of a show previously on the media schedule

E) Due to all of the above

10-27

Determining Relative Cost of Print Media

Cost of ad space(absolute cost)Circulation

CPM = X 1,000

Cost per thousand (CPM)

10-28

Determining Relative Cost of Broadcast Media

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

10-29

Determining Newspaper Advertising Costs

Cost of ad space x 1,000

Circulation

Daily Inch Rate

10-30

Television Pros and Cons

Mass coverage

High reach

Sight, sound, motion

High prestige

Low cost per exposure

Attention getting

Favorable image

AdvantagesAdvantages

Short message life

High production cost

Low selectivity

High absolute cost

Clutter

DisadvantagesDisadvantages

10-31

Radio Pros and Cons

Local coverage

Low cost

High frequency

Flexible

Low production cost

Well-segmented audience

AdvantagesAdvantages

Clutter

Fleeting message

Audio only

Low attention getting

DisadvantagesDisadvantages

10-32

Magazine Pros and Cons

Segmentation potential

Quality reproduction

High information content

Longevity

Multiple readers

AdvantagesAdvantages

Visual only

Long lead time for ad placement

Lack of flexibility

DisadvantagesDisadvantages

10-33

Newspaper Pros and Cons

High coverage

Low cost

Short lead time for placing ads

Ads can be placed in interest sections

Timely (current ads)

Reader controls exposure

Can be used for coupons

AdvantagesAdvantages

Clutter

Poor reproduction quality

Short life

Low attention getting

Selective reader exposure

DisadvantagesDisadvantages

10-34

Outdoor Pros and Cons

Location specific

High repetition

Easily noticed

AdvantagesAdvantages

Short ads

Local restrictions

Short exposure time

Poor image

DisadvantagesDisadvantages

10-35

Direct Mail Pros and Cons

High selectivity

Reader controls exposure

High information content

Repeat exposure opportunities

AdvantagesAdvantages

Poor image (junk mail)

High cost per contact

Clutter

DisadvantagesDisadvantages

10-36

Internet Pros and Cons

User selects product information

User attention and involvement

Interactive relationship

Direct selling potential

Flexible message platform

AdvantagesAdvantages

Lack of controls

Questionable measurement techniques

Clutter

Limited reach

DisadvantagesDisadvantages

10-37

Test Your Knowledge

In terms of media vehicles, ______ would be most efficient medium for the “Got Milk” slogan.

A) television

B) interactive media

C) radio

D) outdoor

E) newspapers

10-38

Evaluation and Follow-Up

Use again, or analyze flaws

How well did these strategies achieve the media objectives?

How well did the media plan contribute to attaining the overall marketing and

communications objectives?

10-39