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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin
10
Media Planning and Strategy
Developing a Media Plan
Evaluate performance
Analyze the market
Establish media objectives
Develop/implement media strategy
10-2
Using Index Numbers
Percentage of users in a demographic segment
Percentage of population in the same segment
Index = X 100
Index Number
10-3
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
10-4
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
10-5
Using BDI and CDI
10-6
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
10-7
Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
10-8
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
10-9
Marketing Factors Determining Frequency
Target Group
Brand History
Share of Voice
Purchase Cycles
Brand Loyalty
Brand Share
Usage Cycle
Marketing Factors
10-10
Message Factors Determining Frequency
Message Complexity
Message Uniqueness
New vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
Message or Creative
Factors
10-11
Media Factors Determining Frequency
Clutter
Number of Media Used
Repeat Exposure
Editorial Environment
Scheduling
Attentiveness
Media Factors
10-12
Determining Relative Cost of Print Media
Cost of ad space (absolute cost)
Circulation CPM = X 1,000
Cost per thousand (CPM)
10-13
Determining Relative Cost of Broadcast Media
CPRP = Cost of commercial time
Program rating
Cost per rating point (CPRP)
10-14
Determining Newspaper Advertising Costs
Cost of ad space x 1,000
Circulation
Daily Inch Rate
10-15