Media Planning and Strategy - Institutional Repository...
Transcript of Media Planning and Strategy - Institutional Repository...
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Media Planning
Marketing Communications 2002
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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.
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Media Terminology
Broadcast Media - Either radio or television network or local station
broadcasts.
Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like.
Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show.
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Media Terminology
Coverage - The potential audience that might receive the message through the vehicle.
• TV Homes/Households Using Television
Reach - The actual number of individual audience members reached at least once by the vehicle.
Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
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Media Planning Criteria
Considerations
Geographic coverage
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Brand and Category Analysis
Percentage of product category total sales in market
Percentage of total U.S. population in market
CDI = X 100
Category Development Index
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Brand and Category Analysis
Brand Development Index
Percentage of brand sales in market to total US sales
Percentage of total U.S. population in market
BDI = X 100
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Media Planning Criteria
Considerations
Geographic coverage
The media mix
• Target market coverage
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Target Audience CoveragePopulation excluding target market
Target market
Media Overexposure
Media Coverage
Target
Market
Proportion
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
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Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
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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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Media Planning Criteria
Considerations Geographic coverage The media mix Target market coverage Scheduling Reach versus frequency
• Reach - The actual number of individual audience members reached at least once by the vehicle.
• Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
• GRP (Gross rating point) = Reach x frequency
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Reach and Frequency
Reach of Two ProgramReach of One Program
Unduplicated Reach of BothDuplicated Reach of Both
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate
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Graph of Effective Reach
Exposures
Perc
en
tag
e R
each
0 5 10 15
25%
20%
15%
10%
5%
0%
IneffectiveReach
EffectiveReach
IneffectiveReach
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Marketing Factors Important to
Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
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Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
Creative aspects and mood
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Creative Factors In Determining
Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
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Media Factors Important to
Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
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Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Budget considerations
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Determining Relative
Cost of Media
CPM (cost per thousand)
Cost of ad space/time
= x1000
Circulation/Audience
CPRP (cost per rating point)
Cost of commercial time
=
Program rating
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Media Planning Criteria
Considerations
Geographic coverage
The media mix
Target market coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Budget considerations