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
Brand and Category Analysis
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
Brand and Category Analysis
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
Brand and Category Analysis
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
AdvantagesAdvantages
ClutterClutter
Fleeting messageFleeting message
Audio onlyAudio only
Low attention gettingLow attention getting
DisadvantagesDisadvantages
Magazine Pros and Cons
Segmentation potentialSegmentation potential
Quality reproductionQuality reproduction
High information contentHigh information content
LongevityLongevity
Multiple readersMultiple readers
AdvantagesAdvantages
Visual onlyVisual only
Long lead time for ad placement
Long lead time for ad placement
Lack of flexibilityLack of flexibility
DisadvantagesDisadvantages
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
AdvantagesAdvantages
ClutterClutter
Poor reproduction qualityPoor reproduction quality
Short lifeShort life
Low attention gettingLow attention getting
Selective reader exposureSelective reader exposure
DisadvantagesDisadvantages
Outdoor Pros and Cons
Location specificLocation specific
High repetitionHigh repetition
Easily noticedEasily noticed
AdvantagesAdvantages
Short adsShort ads
Local restrictionsLocal restrictions
Short exposure timeShort exposure time
Poor imagePoor image
DisadvantagesDisadvantages
Direct Mail Pros and Cons
High selectivityHigh selectivity
Reader controls exposureReader controls exposure
High information contentHigh information content
Repeat exposure opportunities
Repeat exposure opportunities
AdvantagesAdvantages
Poor image (junk mail)Poor image (junk mail)
High cost per contactHigh cost per contact
ClutterClutter
DisadvantagesDisadvantages
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
AdvantagesAdvantages
WebsnarlWebsnarl
Few measurement techniques
Few measurement techniques
Limited creative capability
Limited creative capability
Technology limitationsTechnology limitations
Limited reachLimited reach
DisadvantagesDisadvantages
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