Media Objectives, Strategies and Planning

Major Factors
in Creating and Building
a Media Plan
Media Questions

Two basic processes:

1. Planning media strategy,
including the specific types of
consumers/audiences the
messages will be directed to.
2. Selecting and Buying media vehicles.
• Media planning is both an art and a
science. An essential part of the
advertising business.
Media Questions

• Where should we advertise?

• Which media vehicles?
• When during the year?
• Should we concentrate our advertising?
• How often should it run?
• What opportunities are there to
integrate our media planning with other
Promotion or Communication tools?
Media Objectives, Strategies and Planning

• Planners direct the messages to the

right people at the right time in the
right environments.
• TV: Networks, syndication, local,
cable, satellite.
• National, Regional and Local issues
• Non traditional: In flights, parking meters,
blimps, shopping carts, milk cartons,
litter cans, taxis, sponsorships.
Media Objectives, Strategies and Planning

• Increasing media choices and options

• Audience fragmentation
• Costs and rate hikes
• Multimedia, and interactive
• Diverse audiences
• And more
Commonly Available Media Vehicles 1966 vs. 2006
• Broadcast TV, Cable TV,
• Broadcast TV Pay TV, VOD
• Cable TV (Limited) • Satellite TV and Radio
• Movies/Cinema Adv. • Movies/Cinema Adv.
• AM/FM radio • AM/FM radio
• Reel to Reel tape • Telephone and Mobile
phone
• Telephone
• Postal Mail
• Postal Mail
• Newspapers, Magazines
• Newspapers (17K titles)
• Magazines (9K) • CD, cassette, MP3, VCR,
• Books DVD, PVR
• Internet and web,
including email, web
• 1966: 24 hours a day browsing, PC gaming,
Music downloading, P2P
• 2006: 24 hours a day
• PDA’s, Pagers, Console and
Game Devices
Media Objectives, Strategies and Planning

Major Factors:
• 1. Target Market. Whom are you going to
sell to?
– Demographic, geographic and psychographics
characteristics

• 2. Where is product or service distributed?

– Local, regional, national or selected markets
– Remember BDI and CDI’s
Media Objectives, Strategies and Planning

• 3. What is Budget?
– Percentage of sales
– Share of market and Share of Voice
– Objective and Task
– Unit of Sales and Case Rate
– Competition
– Test Market
– Experimental
– Computer modeling
– Affordable and Available Funds
Media Objectives, Strategies and Planning

• 4. What is Competition Doing?

– Budgets
– Which Media?
– Which Schedules?
– And more
Media Objectives, Strategies and Planning

• 5. Nature of Message?
– Electronic/Broadcast
– Print
– Color/B&W
– Demonstration
– Simple Statements
Media Objectives, Strategies and Planning

• 6. Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)
Media Objectives, Strategies and Planning
Media Objectives, Strategies and Planning

Reach (Cume)
• The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least
once during the average week for a reported
time period. During the course of the
schedule illustrated, seven different
households were exposed to the spot at least
once. Since each home represents 10 % of
the universe, this makes the reach or cume
70%.
Media Objectives, Strategies and Planning

Frequency
• Average number of times a household
or a person viewed a given television
program, station or commercial during a
specific time period.
Media Objectives, Strategies and Planning

Continuity/Continuous Schedule
• Advertising runs steadily and varies
little. Compare with:
• Flighting and Pulsing with scheduling
Media Objectives, Strategies and Planning

• Rating (RTG or %):

• The estimate of the size of a television
audience relative to the total universe,
expressed as a percentage. The
estimated percent of all TV households
or persons tuned to a specific station.
In the example, three of the 10 homes
in the universe are tuned to channel 2.
That translates to a 30 rating.
Media Objectives, Strategies and Planning
• RATING =   households tuned in to a given program  
                           all households with television

• SHARE =       households tuned in to a given program  

                         all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use
watching a particular program)

Here's an example: Your show is aired in a market that has 1

million television househo2lds; 400,000 are tuned in to you.
Therefore:
400,000
1,000,000 =    .40, or a rating of 40
At the time your show airs, however, there are only 800,000 households
using television. Therefore, your share of the available audience is

Share =        400,000

                      800,000    = .50, or a rating of 50
If you can explain why a specific program's share is always
higher than its rating, then you understand the difference
between the two.
Media Objectives, Strategies and Planning

• 7. Media Mix
– Combination of different media, and
size of ads
– Which Media?
– Which Schedules?
– And more
Media Objectives, Strategies and Planning

• 8. Seasonality and Length of Schedule?

– Hot tea vs. Cold tea?
– Snow blowers, toothpaste, coffee.
– Morning Drive and Evening Drive
– Flighting
– Pulsing
Media Objectives, Strategies and Planning

• 9. Tie-ins with Merchandising

and Sales Force?
– Coupons, Contests, Trade Deals, Sales Calls,
Displays, Budgets.
– Which Media?
– Events
• Super Bowl
• Academy Awards
• Sports
– Which Schedules?
– And more
Media Objectives, Strategies and Planning

Where?
56.9% of media exposure took
place in the home, but 21.1% took
place at work, 8.3% in the car and
13.7% in other locations.
Media Objectives, Strategies and Planning
10. Flexibility

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Media Objectives, Strategies and Planning

• 11. Cost Efficiencies

– Which Media?
– Which Schedules?
– Which Vehicles?
Media Objectives, Strategies and Planning

• Advertising is an investment in future

sales.
• It’s greatest powers are in
short-term promotions and its
cumulative long-range effects.
• And more