Media Planning and Strategy

Basic Terms
Media planning: The series of media decisions
involved in delivering the message to the target audience.

Media plan: The actual document detailing media

planning decisions.

Medium: channel such as print, broadcast.

Media vehicle: Specific carrier in a media category

In the process of planning the media planner needs

to answer questions such as:
How many of the audience can I reach through
different media?
On which media (and ad vehicles) should I place
ads?

Which frequency should I select?

How much money should be spent in each
medium?

Developing a Media Plan

Analyze the market and identify the target

Establish media objectives

Develop media strategy

Select appropriate media

Implement media strategy
Evaluate performance

Market analysis and identify the target

For developing an effective media strategy. Key
questions that must be answered are:
Who is the specific target market/audience for the ads.
(Index no. is taken into consideration)

What internal and external factors may influence the

media plan, and
Where (the geographic areas) to focus the advertising
efforts. (BDI and CDI is taken into consideration)

Analyzing Market Potential

Who is the specific target market/audience for the ads.
An index no. of more than 100 indicates that the product use is proportionately more in the segment

Index Number

Index =

Percentage of users
in a demographic segment
Percentage of population
in the same segment

X 100

What internal and external factors may

influence the media plan

Internal Budget, Managerial capability

External Rising costs of media, changes

in technology, competitive env

Brand and Category Analysis

Brand Development Index

BDI =

Percentage of brand sales

to total sales in the region
Percentage of total
population in the region

X 100

Brand and Category Analysis

Category Development Index
Percentage of total product
category sales in the region
CDI =

Percentage of total
population in the region

X 100

Test Your Knowledge

In calculating both the brand development index

(BDI) and the category development index (CDI), a
media planner obtains the following results: Low BDI
and High CDI. What do these results imply?

A) High market share; good market

potential

B) Low market share; good market potential

C) High market share; monitor for sales decline

D) Low market share; poor market potential

Brand and Category Analysis

High CDI

Low BDI

High market share

Good market
potential

Low market share

Good market
potential

Low CDI

High BDI

High market share

Monitor for sales
decline

Low market share

Poor market
potential

Brand and Category Analysis

Low CDI

High CDI

High BDI

Low BDI

The market usually

represents good sales
potential for both the
product and the brand.

The product category

shows high potential but
the brand isnt doing well;
the reason should be
determined.

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.

Both the product category

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

Establish media objectives

Media objectives are the goals of the media program and
should be limited to those that can be accomplished through
media strategies.
The media objectives are designed to achieve
communication and marketing objectives.
An example:
Creating awareness in the target market through the
following:
Reach 60% of the target audience at least three times over the six-months
period.

Media strategy

Media Strategy Concerns

Media mix strategy
Target market coverage strategy
Geographic coverage strategy
Scheduling (Time &Duration) strategy

Media-mix
Since each medium has its own distinct advantages, a
combination of alternative media is used that can
increase coverage, reach, and frequency levels while
improving the likelihood of achieving overall
communication and marketing goals.
Factors considered in selecting the media-mix:

The objectives sought

Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost

Target Audience Coverage

Full target market coverage
Partial Target market coverage
Excess coverage

Target
Market
Proportion

Full
Market
Coverage

Partial
Market
Coverage

Coverage
Exceeding
Market

Geographic coverage strategy

More focus on certain area

Media Scheduling
The primary objective of media scheduling is to time
advertising efforts so that they will coincide with the
highest potential buying periods.
Three scheduling methods :
Continuity continuous pattern of advertising; every day, every
week, or every month
Flighting intermittent periods of advertising and no advertising
Pulsing combination of the first two; continuity is maintained
but at certain periods advertising is increased.

Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

Select appropriate media

Factors considered while selecting specific
advertising media:
Reach
Frequency

Cost-efficiency

Reach and Frequency

A. Reach of One Program

C. Duplicated Reach of Both

B. Reach of Two Programs

D. Unduplicated Reach of Both

Marketing Factors Determining

Frequency
Marketing
Factors

Brand
Loyalty

Brand
History

Share of
Voice

Brand
Share

Usage
Cycle

Purchase
Cycles

Target
Group

Message Factors Determining

Frequency
Message
or Creative
Factors

Message Complexity
Message uniqeness

New Vs. Continuing Campaigns

Image Versus Product Sell
Message Variation
Wearout

Advertising Units

Media Factors Determining

Frequency
Clutter
Repeat
Exposure

Scheduling

Media
Factors
Editorial
Environment

Attentiveness

Number of
Media Used

Methods to find out the criteria

Criteria for reach (broadcast media)
GRP = Reach x Frequency
How many GRPs are required to attain the media objective.

TRP

Determining the relative cost of media

CPM
CRRP

Determining Relative Cost of Print Media

Cost per thousand (CPM)

CPM =

Cost of ad space
(absolute cost)

Circulation

X 1,000

Calculating CPM Based on Target

Audience

Determining Relative Cost of Broadcast

Media

Cost per rating point (CPRP)

CPRP =

Cost of commercial time

Program rating

Evaluation and Follow-Up

How well did the campaign achieve
the media objectives?
How well did the media plan contribute
to attaining the overall marketing and
communications objectives?

Use again, or analyze flaws