CHAPTER 7

Media Planning and Strategy

Media Terminology
Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts

Media Terminology
Print Media Media Vehicle Reach Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period

Coverage

Frequency

Developing the Media Plan

Situation Analysis Marketing Strategy Plan Creative Strategy Plan

Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class Media Use Decision Broadcast Media Use Decision Print Media Use Decision Other Media

Media Planning Difficulties

Measurement Problems Lack of Information

Problems in Media Planning

Time Pressure

Inconsistent Terms

Developing the Media Plan

Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance

Brand and Category Analysis

Brand Development Index
Percentage of brand to total demographic sales in market BDI = Percentage of total demographic population in market X 100

Brand and Category Analysis

Category Development Index
Percentage of total product category sales in market CDI = Percentage of total demographic population in market X 100

Brand and Category Analysis

High BDI High CDI Low BDI

High market share Good market potential High market share Monitor for sales decline

Low market share Good market potential

Low CDI

Low market share Poor market potential

Brand and Category Analysis

High BDI High CDI The market usually represents good sales potential for both the product and the brand. Low BDI The product category shows high potential but the brand isnt doing well; the reason should be determined. Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

The category isnt selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.

Low CDI

Target Audience Coverage

Population excluding target market Target market Media coverage Media overexposure Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market

Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

Reach and Frequency

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

Total market audience reached C. Duplicated Reach of Both

Total market audience reached D. Unduplicated Reach of Both

Total reached with both shows

Total reach less duplicate

Graph of Effective Reach

Marketing Factors Determining Frequency

Marketing Factors

Brand Loyalty

Brand Share

Usage Cycle

Brand History

Share of Voice

Purchase Cycles

Target Group

Message Factors Determining Frequency

Message or Creative Factors
Message Complexity

Message Uniqueness
New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout

Advertising Units

Media Factors Determining Frequency

Clutter Scheduling Repeat Exposures

Media Factors
Attentiveness

Editorial Environment Number of Media Used

Determining Relative Cost of Media-Print

Cost per thousand (CPM) CPM =

Cost of ad space (absolute cost)

X 1,000

Circulation

Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP) CPRP =

Cost of commercial time Program rating

Television Pros and Cons

Advantages
Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image

Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter

Radio Pros and Cons

Advantages
Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience

Disadvantages
Audio Only Clutter

Low Attention Getting

Fleeting Message

Magazine Pros and Cons

Advantages
Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers

Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility

Newspaper Pros and Cons

Advantages
High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons

Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure

Outdoor Pros and Cons

Advantages
Location Specific High Repetition Easily Noticed

Disadvantages
Sort Exposure Time Short Ads

Poor Image
Local Restrictions

Direct Mail Pros and Cons

Advantages
High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities

Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter

Internet Pros and Cons

Advantages
User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform

Disadvantages
Limited Creative Capabilities Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach