Chapter 10

Media
Planning and
Strategy

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Media Plan
 Guides media selection
 Aims to find a combination of media to
communicate a message:
 In the most effective manner
 To the largest number of potential customers
 At the lowest cost

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Activities Involved in Developing the
Media Plan
Situation
Situation Marketing
Marketing Creative
Creative
analysis
analysis strategy
strategyplan
plan strategy
strategyplan
plan

Setting
Settingmedia
mediaobjectives
objectives

Determining
Determiningmedia
mediastrategy
strategy

Selecting
Selectingbroad
broadmedia
mediaclasses
classes

Selecting
Selectingmedia
mediawithin
withinclass
class

Media
Mediause
usedecisions
decisions Media
Mediause
usedecisions
decisions
— Media
Mediause
usedecisions
decisions
—broadcast
broadcast —
——other
othermedia
media
—print
print
Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Problems in Media Planning
 Insufficient information
 Sweeps periods: Used for measuring TV audiences
and setting advertising rates
 Inconsistent terminologies
 Time pressures
 Difficulty measuring effectiveness

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.4 - Developing the Media Plan

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Using Indexes to Determine Where to
Promote
Survey of buying power index
• Charts the potential of a particular metro area, county, or city
relative to the United States as a whole
• Gives media planners insight into the relative value of a market

Brand development index (BDI)

• Factors the rate of product usage by geographic area into the
decision process

Category development index (CDI)

• Provides information on the potential for development of the
total product category and not specific brands
Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.10 - Using CDI and BDI to
Determine Market Potential

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.11 - Using BDI and CDI Indexes

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.12 - Criteria Considered in
the Development of Media Plans

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.13 - Marketing Coverage
Possibilities

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.15 - Three Methods of
Promotional Scheduling

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Figure 10.18 - Representation of Reach
and Frequency

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Ratings Points
Program rating
• Measure of potential reach in the broadcast industry

Gross ratings points (GRPs)

• GRP = Reach × Frequency

Target ratings points (TRPs)

• Number of people in the primary target audience the
media buy will reach, and the number of times
• Does not include waste coverage
Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Figure 10.19 - Estimates of Reach for
Network TRPs

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Figure 10.21 - Graph of Effective Reach

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Factors Important in Determining
Frequency Levels
Marketing factors Message Factors Media Factors

• Brand history • Message complexity • Clutter

• Brand share • Message uniqueness • Editorial environment
• Brand loyalty • New versus continuing • Attentiveness
• Purchase cycles campaigns • Scheduling
• Usage cycle • Image versus product • Number of media used
• Competitive share of sell • Repeat exposures
voice • Message variation

• Target group • Wearout

• Advertising units

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Determining Relative Costs of Media
Cost per thousand (CPM)

Cost per ratings point (CPRP)

Daily inch rate

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Media Characteristics
Media Advantages Disadvantages
Television • Mass coverage and high reach • Low selectivity
• Impact of sight, sound, and motion • Short message life
• High prestige • High absolute cost
• Low cost per exposure • High production costs
• Attention getting • Clutter
• Favorable image
Radio • Local coverage • Audio only
• Low cost • Clutter
• High frequency • Low attention getting
• Flexible • Fleeting message
• Low production costs
• Well-segmented audiences
Magazines • Segmentation potential • Long lead time for ad
• Quality reproduction placement
• High information content • Visual only
• Longevity • Lack of flexibility
• Multiple readers
Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Media Characteristics
Media Advantages Disadvantages
Newspapers • High coverage and low cost • Short life and poor
• Short lead time for placing ads reproduction quality
• Ads can be placed in interest sections • Clutter
• Timely (current ads) • Low attention-getting
• Reader controls exposure capabilities
• Can be used for coupons • Selective exposure
Outdoor • Location specific • Short ads
• High repetition • Poor image
• Easily noticed • Local restrictions
Direct mail • High selectivity • High cost/contact
• Reader controls exposure • Poor image (junk mail)
• High information content • Clutter
• Enables repeat exposures
Digital/ • User selects information • Privacy concerns
Interactive • User attention • Potential for deception
• Interactive relationship • Clutter
• Direct selling potential • Lack of measurement
• Flexible message platform techniques
Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.