Planning and Strategy

8/11/2019 Planning and Strategy

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Media Planning

and Strategy

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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Satellite radiostations

2

Satellite radiostations

2

The Traditional Media Landscape


Broadcastnetworks (TVand cable)

100

Broadcastnetworks (TVand cable)

100

TV stations3,510

TV stations3,510

Consumermagazines

5,340

Consumermagazines

5,340

Newspapers(daily and

weekly)8,100

Newspapers(daily and

weekly)8,100

Radio stations13,898


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A series of decisions involving the delivery ofmessages to audiences

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

Either radio or television network or localstation broadcasts

A series of decisions involving the delivery ofmessages to audiences

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

Media Terminology


MediaPlanning

MediaObjectives

MediaStrategy

Media

BroadcastMedia


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Publications such as newspapers,magazines, direct mail, outdoor, etc.

The specific carrier within a mediumcategory

Number of different audience membersexposed at least once in a given time period

The potential audience that might receivethe message through the vehicle

The number of times the receiver is exposedto the media vehicle in a specific time period

The potential audience that might receivethe message through the vehicle

Number of different audience membersexposed at least once in a given time period

The specific carrier within a mediumcategory

Publications such as newspapers,magazines, direct mail, outdoor, etc.

Media Terminology


PrintMedia

MediaVehicle

Reach

Coverage

Frequency


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Selecting media within class

Selecting broad media classes

Determining media strategy

Media use decision print

Media use decision broadcast

Media use decision other media

Selecting media within class

Determining media strategy

Selecting broad media classes

Developing the Media Plan


Setting media objectives

Setting media objectives

Marketingstrategy plan

Creativestrategy plan

Marketingstrategy plan

Situationanalysis

Creativestrategy plan

Situationanalysis


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Evaluate performance

Implement media strategy

Develop media strategy

Establish media objectives

Analyze the market

Implement media strategy

Develop media strategy

Establish media objectives

Analyze the market

Developing the Media Plan



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Analyzing Market Potential


Percentage of usersin a demographic segment

Percentage of population

in the same segment

Index = X 100

Index Number


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Brand and Category Analysis


Percentage of brand to totalU.S. sales in market

Percentage of total U.S.

population in market

BDI = X 100

Brand Development Index


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Test Your Knowledge


In calculating both the brand development index (BDI)

and the category development index (CDI) a mediaplanner obtains the following results: Low BDI andHigh CDI. What do these results imply?

A) high market share; good marketpotential

B) low market share; good market potentialC) high market share; monitor for sales

declineD) low market share; poor market potential


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High market shareGood marketpotential

High market shareGood marketpotential



L o w

C D I

H i g h C D I

High BDI

Low market shareGood market potentialLow market shareGood market potential

Low BDI

High market share

Monitor for salesdecline

High market share

Monitor for salesdecline

Low market share

Poor market potential


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The market usuallyrepresents good salespotential for both theproduct and the brand.

The market usuallyrepresents good salespotential for both theproduct and the brand.



L o w

C D I

H i g h C D I

High BDIThe product categoryshows high potential butthe brand isnt doing well;the reason should bedetermined.

The product categoryshows high potential butthe brand isnt doing well;the reason should bedetermined.

Low BDI

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise butshould be monitored forsales decline.

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise butshould be monitored forsales decline.

Both the product categoryand the brand are doing

poorly; not likely to be agood place to advertise.


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TargetMarket

Proportion

FullMarket

Cover age

PartialMarket

Cover age

CoverageExceeding

Market

Target Audience Coverage


Population excluding target marketTarget marketMedia coverageMedia overexposure


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Three Scheduling Methods


Continuity

Pulsing

Flighting

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


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Reach and Frequency


A. Reach of One Program

Total market audience reached

B. Reach of Two Programs

Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate


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Graph of Effective Reach


Figure 10-22


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TargetGroup

BrandHistory

Share ofVoice

PurchaseCycles

BrandLoyalty

BrandShare

UsageCycle

PurchaseCycles

Share ofVoice

BrandHistory

UsageCycle

BrandShare

BrandLoyalty

Marketing Factors Determining Frequency


MarketingFactors


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Message Complexity

Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

Wearout

Message Variation

Image Versus Product Sell

New Vs. Continuing Campaigns

Message Uniqueness

Message Complexity

Message Factors Determining Frequency


Messageor Creative

Factors


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Clutter

Number ofMedia Used

RepeatExposures

EditorialEnvironment

Scheduling

AttentivenessAttentiveness

Number ofMedia Used

EditorialEnvironment

RepeatExposures

Clutter

Media Factors Determining Frequency


MediaFactors


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Marketopportunities Market threats

Availability ofmedia

Changes inmedia or media

vehicle

Availability ofmedia

Market threatsMarketopportunities

Flexibility in Media Planning Strategies


Flexibility


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Determining Relative Cost of Media-Print


Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

Calculating CPM Based on the Target


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Calculating CPM Based on the TargetAudience



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Determining Relative Cost of Media-Broadcast


CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)


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Short message life

High production cost

Low selectivity

High absolute cost

Clutter

Mass coverage

High reach

Impact of sight, soundand motion

High prestige

Low cost per exposure

Attention getting

Favorable image

High production cost

High absolute cost

Short message life

Low selectivity

Favorable image

Attention getting

Low cost per exposure

High prestige

Impact of sight, soundand motion

High reach

Mass coverage

Television Pros and Cons


Advantages Disadvantages


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Clutter

Fleeting message

Audio only

Low attention getting

Local coverage

Low cost

High frequency

Flexible

Low production cost

Well-segmented audience


Clutter

Audio only

Well-segmented audience

Low production cost

Flexible

High frequency

Low cost

Local coverage

Radio Pros and Cons




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Visual only

Long lead time forad placement

Lack of flexibility

Segmentation potential

Quality reproduction

High information content

Longevity

Multiple readers

Visual only

Long lead time forad placement

Multiple readers

Longevity


Quality reproduction

Segmentation potential

Magazine Pros and Cons




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Clutter

Poor reproduction quality

Short life


High coverage

Low cost

Short lead time forplacing ads

Ads can be placed ininterest sections

Timely (current ads)

Reader controls exposure

Can be used for coupons

Selective reader exposure

Poor reproduction quality


Clutter

Short life

Can be used for coupons


Timely (current ads)

Ads can be placed ininterest sections

Short lead time forplacing ads

Low cost

High coverage

Newspaper Pros and Cons




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Short ads

Local restrictions

Short exposure time

Poor image

Location specific

High repetition

Easily noticed Poor image

Short ads

Short exposure time

Easily noticed

High repetition

Location specific

Outdoor Pros and Cons




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Poor image (junk mail)

High cost per contact

Clutter

High selectivity



Repeat exposureopportunities

Poor image (junk mail)

High cost per contact

Repeat exposureopportunities



High selectivity

Direct Mail Pros and Cons




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Websnarl (crowdedaccess)

Few valid measurementtechniques

Limited creativecapabilities

Technology limitations

Limited reach

User selects productinformation

User attention andinvolvement

Interactive relationship

Direct selling potential

Flexible message platform

Few valid measurementtechniques

Technology limitations

Websnarl (crowdedaccess)

Limited creativecapabilities

Flexible message platform

Direct selling potential

Interactive relationship

User attention andinvolvement

User selects productinformation

Internet Pros and Cons




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Test Your Knowledge

In terms of media vehicles, ______ would be most

efficient medium for the Got Milk slogan.A) televisionB) interactive mediaC) radioD) outdoor

E) newspapers

Documents

Planning and Strategy