Copyright © 2012 McGraw-Hill Companies, Inc.

, All right reversed

10

Media Planning and Strategy

 The Changing Media Landscape

• A few predictions
• Traditional media budgets will not change
for years
• Traditional media will take on a different
role, with reduced budget share
• How consumers use media will never be
the same
• Synergism/integration is the new model

10-2
Factors Leading to Changes in Media

• Consumers are busy and time crunched

• Multitasking becoming more prevalent
• New media options/ media proliferation
• Changing lifestyles (cocooning)
• Technology developments/changes
• Media Fragmentation
• Consumer attitudes toward media

10-3
 Media Terms and Concepts

Media
Media AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery
Planning
Planning of
of messages
messages toto audiences
audiences

Media
Media Goals
Goals to
to be
be attained
attained by
by the
the media
media strategy
strategy
Objectives
Objectives and
and program
program

Media
Media Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can
Strategy
Strategy be
be attained
attained

General
General categories
categories of
of delivery
delivery systems,
systems,
Medium
Medium including
including broadcast
broadcast and
and print
print media
media

10-4
 Media Terms and Concepts

Media
Media The
The specific
specific carrier
carrier within
within aa medium
medium
Vehicle
Vehicle category
category

Number
Number of
of different
different audience
audience members
members
Reach
Reach exposed
exposed at
at least
least once
once in
in aa time
time period
period

The
The potential
potential of
of audience
audience that
that might
might
Coverage
Coverage receive
receive the
the message
message through
through the
the vehicle
vehicle

Number
Number of
of times
times the
the receiver
receiver is
is exposed
exposed to
to
Frequency
Frequency the
the media
media vehicle
vehicle in
in aa time
time period
period

10-5
 Developing the Media Plan

Situation
Situation Marketing
Marketing Creative
Creative
analysis
analysis strategy
strategy plan
plan strategy
strategy plan
plan

Setting
Setting media
media objectives
objectives

Determining
Determining media
media strategy
strategy

Selecting
Selecting broad
broad media
media classes
classes

Selecting
Selecting media
media within
within class
class

Media
Media use
use decision
decision Media
Media use
use decision
decision Media
Media use
use decision
decision
—— broadcast
broadcast —— print
print —— other
other media
media

10-6
 Media Planning Difficulties

Measurement
Measurement Lack
Lack of
of
Problems
Problems Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time Inconsistent
Inconsistent
Pressure
Pressure Terminology
Terminology

10-7
 Developing a Media Plan

Analyze
Analyze the
the market
market

Establish
Establish media
media objectives
objectives

Develop/implement
Develop/implement media
media strategy
strategy

Evaluate
Evaluate performance
performance

10-8
 Using Index Numbers

Index Number
Percentage of users
in a demographic segment
Index = Percentage of population X 100
in the same segment

10-9
Using the Brand Development Index

Brand Development Index

Percentage of brand to total

U.S. sales in market
BDI = X 100
Percentage of total U.S.
population in market

10-10
Using the Category Development Index

Category Development Index

Percentage of total product

category sales in market
CDI = X 100
Percentage of total U.S.
population in market

10-11
 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

10-12
Using BDI and CDI

10-13
 Developing Media Strategies

• Criteria to consider during plan development

• The media mix
• Target market coverage
• Geographic coverage
• Scheduling
• Reach and frequency
• Recency
• Creative aspects and mood
• Flexibility
• Budget

10-14
 The Media Mix

• Selection considerations
• Objectives sought
• Product or service characteristics
• Budget
• Individual preferences
10-15
 Target Audience Coverage

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Target Market

Population excluding target market

Target market
Media coverage
Media overexposure
10-16
Geographic Coverage

10-17
 Scheduling Methods

Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

10-18
 Reach and Frequency
A. Reach of One Program B. Reach of Two Programs

Total market Total market

audience reached audience reached

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total market reached Total reach less

with both shows duplicated shows
10-19
 Ratings Points

• Gross ratings points (GRPs)

• GRP = Reach X Frequency

• Target ratings points (TRPs)

• The number of people in the primary
target audience the media buy will reach
• The number of times they will be reached

10-20
Effective Reach

10-21
Marketing Factors Determining Frequency

Marketing
Marketing
Factors
Factors

Brand
Brand Brand
Brand Usage
Usage
Loyalty
Loyalty Share
Share Cycle
Cycle

Brand
Brand Share
Share of
of Purchase
Purchase Target
Target
History
History Voice
Voice Cycles
Cycles Group
Group

10-22
Message Factors Determining Frequency

Message
Message Message
Message Complexity
Complexity
or
or Creative
Creative
Factors
Factors Message
Message Uniqueness
Uniqueness

New
New vs.
vs. Continuing
Continuing Campaigns
Campaigns

Image
Image Versus
Versus Product
Product Sell
Sell

Message
Message Variation
Variation

Wearout
Wearout

Advertising
Advertising Units
Units

10-23
Media Factors Determining Frequency

Clutter
Clutter

Repeat
Repeat
Scheduling
Scheduling Exposure
Exposure
Media
Media
Factors
Factors
Editorial
Editorial
Attentiveness
Attentiveness Environment
Environment
Number
Number of
of
Media
Media Used
Used

10-24
 Creative Aspects and Mood

• Creative aspects
• Media may drive strategy, or strategy
may drive media
• Media and creative departments must
work closely together

• Mood
• Media can drive mood
• Media and vehicle image can carry over
to the message placed within them

10-25
Flexibility in Media Planning Strategies

Market
Market Market
Market threats
threats
opportunities
opportunities

Flexibility
Flexibility

Changes
Changes inin Availability
Availability of
of
media
media or
or media
media media
media
vehicle
vehicle

10-26
 Test Your Knowledge
Why should an effective media strategy be flexible?
A) Due to the potential development of new
advertising media
B) Due to an alteration of a competitor's
media schedule
C) Due to the unavailability of the desired
medium
D) Due to a drop in the ratings of a show
previously on the media schedule
E) Due to all of the above

10-27
Determining Relative Cost of Print Media

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation

10-28
Determining Relative Cost of Broadcast Media

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating

10-29
Determining Newspaper Advertising Costs

Daily Inch Rate

Cost of ad space x 1,000

Circulation

10-30
 Television Pros and Cons

Advantages
Mass coverage

High reach
Disadvantages
Sight, sound, motion
Low selectivity
High prestige
Short message life

Low cost per exposure High absolute cost

Attention getting High production cost

Favorable image Clutter

10-31
 Radio Pros and Cons

Advantages
Local coverage

Low cost
Disadvantages
High frequency
Audio only
Flexible
Clutter

Low production cost Low attention getting

Well-segmented audience Fleeting message

10-32
 Magazine Pros and Cons

Advantages
Segmentation potential

Quality reproduction
Disadvantages
High information content Long lead time for
ad placement

Longevity Visual only

Multiple readers Lack of flexibility

10-33
 Newspaper Pros and Cons
Advantages
High coverage

Low cost

Short lead time for Disadvantages

placing ads
Short life
Ads can be placed in
interest sections
Clutter
Timely (current ads)
Low attention getting
Reader controls exposure Poor reproduction quality

Can be used for coupons Selective reader exposure

10-34
 Outdoor Pros and Cons

Disadvantages
Short exposure time

Short ads

Advantages
Poor image
Location specific
Local restrictions
High repetition

Easily noticed
10-35
 Direct Mail Pros and Cons

Advantages
High selectivity

Reader controls exposure

Disadvantages
High information content High cost per contact
Repeat exposure
opportunities Poor image (junk mail)

Clutter

10-36
 Internet Pros and Cons

Advantages Disadvantages
User selects product
information Lack of controls

User attention and

involvement Clutter

Interactive relationship Questionable

measurement techniques

Direct selling potential Limited reach

Flexible message platform

10-37
 Test Your Knowledge
In terms of media vehicles, ______ would be most
efficient medium for the “Got Milk” slogan.
A) television
B) interactive media
C) radio
D) outdoor
E) newspapers

10-38
 Evaluation and Follow-Up

How well did these strategies achieve

the media objectives?

How well did the media plan contribute

to attaining the overall marketing and
communications objectives?

Use again, or analyze flaws

10-39