Advertising Media Planning and Strategy - Internet Advertising - Advertising Agencies
Media Planning and Strategy
description
Transcript of Media Planning and Strategy
![Page 1: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/1.jpg)
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
10
Media Planning and Strategy
![Page 2: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/2.jpg)
Developing a Media Plan
Evaluate performance
Analyze the market
Establish media objectives
Develop/implement media strategy
10-2
![Page 3: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/3.jpg)
Using Index Numbers
Percentage of users in a demographic segmentPercentage of population
in the same segmentIndex = X 100
Index Number
10-3
![Page 4: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/4.jpg)
Using the Brand Development Index
Percentage of brand to total U.S. sales in marketPercentage of total U.S. population in market
BDI = X 100
Brand Development Index
10-4
![Page 5: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/5.jpg)
Using the Category Development Index
Percentage of total product category sales in marketPercentage of total U.S. population in market
CDI = X 100
Category Development Index
10-5
![Page 6: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/6.jpg)
Using BDI and CDI
10-6
![Page 7: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/7.jpg)
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
![Page 8: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/8.jpg)
Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
10-8
![Page 9: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/9.jpg)
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
![Page 10: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/10.jpg)
Marketing Factors Determining Frequency
Target Group
Brand History
Share of Voice
Purchase Cycles
Brand Loyalty
Brand Share
Usage Cycle
Marketing Factors
10-10
![Page 11: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/11.jpg)
Message Factors Determining Frequency
Message Complexity
Message Uniqueness
New vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
Messageor Creative
Factors
10-11
![Page 12: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/12.jpg)
Media Factors Determining Frequency
Clutter
Number of Media Used
Repeat Exposure
Editorial Environment
Scheduling
Attentiveness
Media Factors
10-12
![Page 13: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/13.jpg)
Determining Relative Cost of Print Media
Cost of ad space(absolute cost)Circulation
CPM = X 1,000
Cost per thousand (CPM)
10-13
![Page 14: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/14.jpg)
Determining Relative Cost of Broadcast Media
CPRP =Cost of commercial timeProgram rating
Cost per rating point (CPRP)
10-14
![Page 15: Media Planning and Strategy](https://reader035.fdocuments.us/reader035/viewer/2022070420/56815fba550346895dceb67c/html5/thumbnails/15.jpg)
Determining Newspaper Advertising Costs
Cost of ad space x 1,000Circulation
Daily Inch Rate
10-15