Media planning and strategy.ppt

MEDIA PLANNING AND STRATEGY

Media Terminology

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

Various categories of delivery systems, including broadcast and print mediaVarious categories of delivery systems, including broadcast and print mediaMediaMedia

Either radio or television network or local station broadcastsEither radio or television network or local station broadcasts

BroadcastMedia

BroadcastMedia

Media Terminology

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

PrintMediaPrintMedia

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

MediaVehicleMedia

Vehicle

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

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

Developing a Media Plan

Evaluate performanceEvaluate performance

Analyze the marketAnalyze the market

Establish media objectivesEstablish media objectives

Develop media strategyDevelop media strategy

Implement media strategyImplement media strategy

Analyzing Market Potential

Percentage of users in a demographic segmentPercentage of population

in the same segment

Index = X 100

Index Number

Indicator of the potential of the market

• Index no. over 100 – use of product is proportionately greater in that segment

• 100 - average

Brand and Category Analysis

Percentage of brand to total sales in market

Percentage of total population in market

BDI = X 100

Brand Development Index

• Determine sales potential for that brand in that market area

• Higher index – more potential


Percentage of total product category sales in market

Percentage of total population in market

CDI = X 100

Category Development Index

• Potential for development of total product category rather than specific brands


High market shareGood market potential

High market shareGood market potential

Low

CD

IH

igh

CD

I

High BDI

Low market share Good market potential

Low market share Good market potential

Low BDI

High market shareMonitor for sales decline

High market shareMonitor for sales decline

Low market sharePoor market potential

Low market sharePoor market potential


The market usually represents good sales potential for both the product and the brand.

The market usually represents good sales potential for both the product and the brand.

Low

CD

IH

igh

CD

I

High BDI

The product category shows high potential but the brand isn’t doing well; the reason should be determined.

The product category shows high potential but the brand isn’t doing well; the reason should be determined.

Low BDI

The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.

The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.

Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

Target Audience Coverage

TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

CoverageExceeding

Market

Population excluding target marketTarget marketMedia coverageMedia overexposure

Three Scheduling Methods

Continuity

Pulsing

Flighting

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

Time promotional offers so that they will coincide with highest potential buying times

Reach and Frequency

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

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

Rating points

Media buyer uses numerical indicator to know how many potential audience members are exposed to a series of commercials

•Gross Rating Points (GRPs) – combines program rating and avg. no. of times the home is reached during this period

GRP = Reach X Frequency

•Target Rating Points (TRPs) – no. of people in primary target audience the media buy will reach and the number of times. Does not include waste coverage

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

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

Media Factors Determining Frequency

ClutterClutter

Number of Media UsedNumber of Media Used

Repeat ExposureRepeat

Exposure

Editorial Environment

Editorial Environment

SchedulingScheduling

AttentivenessAttentiveness

Media FactorsMedia

Factors

Determining Relative Cost of Print Media

Cost of ad space(absolute cost)Circulation

CPM = X 1,000

Cost per thousand (CPM)

Magazine industry provides cost breakdowns on the basis of cost per thousand people reached

Newspapers used daily inch rate – cost per column inch of the paper

Determining Relative Cost of Broadcast Media

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

Broadcast media provides a different comparative cost formula

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?

Television Pros and Cons

Mass coverageMass coverage

High reachHigh reach

Sight, sound, motionSight, sound, motion

High prestigeHigh prestige

Low cost per exposureLow cost per exposure

Attention gettingAttention getting

Favorable imageFavorable image

AdvantagesAdvantages

Short message lifeShort message life

High production costHigh production cost

Low selectivityLow selectivity

High absolute costHigh absolute cost

ClutterClutter

DisadvantagesDisadvantages

Radio Pros and Cons

Local coverageLocal coverage

Low costLow cost

High frequencyHigh frequency

FlexibleFlexible

Low production costLow production cost

Well-segmented audienceWell-segmented audience


ClutterClutter

Fleeting messageFleeting message

Audio onlyAudio only

Low attention gettingLow attention getting


Magazine Pros and Cons

Segmentation potentialSegmentation potential

Quality reproductionQuality reproduction

High information contentHigh information content

LongevityLongevity

Multiple readersMultiple readers


Visual onlyVisual only

Long lead time for ad placement

Long lead time for ad placement

Lack of flexibilityLack of flexibility


Newspaper Pros and Cons

High coverageHigh coverage

Low costLow cost

Short lead time for placing ads

Short lead time for placing ads

Ads can be placed in interest sections

Ads can be placed in interest sections

Timely (current ads)Timely (current ads)

Reader controls exposureReader controls exposure

Can be used for couponsCan be used for coupons


ClutterClutter

Poor reproduction qualityPoor reproduction quality

Short lifeShort life

Low attention gettingLow attention getting

Selective reader exposureSelective reader exposure


Outdoor Pros and Cons

Location specificLocation specific

High repetitionHigh repetition

Easily noticedEasily noticed


Short adsShort ads

Local restrictionsLocal restrictions

Short exposure timeShort exposure time

Poor imagePoor image


Direct Mail Pros and Cons

High selectivityHigh selectivity

Reader controls exposureReader controls exposure

High information contentHigh information content

Repeat exposure opportunities

Repeat exposure opportunities


Poor image (junk mail)Poor image (junk mail)

High cost per contactHigh cost per contact

ClutterClutter


Internet Pros and Cons

User selects product information

User selects product information

User attention and involvement

User attention and involvement

Interactive relationshipInteractive relationship

Direct selling potentialDirect selling potential

Flexible message platformFlexible message platform


WebsnarlWebsnarl

Few measurement techniques

Few measurement techniques

Limited creative capability

Limited creative capability

Technology limitationsTechnology limitations

Limited reachLimited reach


Media planning and strategy.ppt

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