10

Media Planning and Strategy

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Expenditures to Reach $1 Trillion
 Media Terminology

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

Various
Various categories
categories of
of delivery
delivery systems,
systems,
Media
Media including
including broadcast
broadcast and
and print
print media
media

Broadcast
Broadcast Either
Either radio
radio or
or television
television network
network or
or local
local
Media
Media station
station broadcasts
broadcasts
 Media Terminology

Print
Print Publications,
Publications, such
such as
as newspapers,
newspapers,
Media
Media magazines,
magazines, direct
direct mail,
mail, outdoor,
outdoor, etc.
etc.

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
 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
 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 Terms
Terms
Developing a Media Plan

Analyze
Analyze the
the market
market

Establish
Establish media
media objectives
objectives

Develop
Develop media
media strategy
strategy

Implement
Implement media
media strategy
strategy

Evaluate
Evaluate performance
performance
 Analyzing Market Potential

Index Number
Percentage of users
in a demographic segment
Index = Percentage of population X 100
in the same segment
 Brand and Category Analysis

Brand Development Index

Percentage of brand to total

country sales in market
BDI = X 100
Percentage of total
country population in
market
 Brand and Category Analysis

Category Development Index

Percentage of total product

category sales in market
CDI = X 100
Percentage of total country
population in market
 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 BDI Low BDI

High CDI

High
High market
market share
share Low
Low market
market share
share
Good
Good market
market Good
Good market
market
potential
potential potential
potential

High
High market
market share
share Low
Low market
market share
share
Low CDI

Monitor
Monitor for
for sales
sales Poor
Poor market
market
decline
decline potential
potential
 Brand and Category Analysis

High BDI Low BDI

The
The market
market usually
usually The
The product
product category
category
High CDI

represents
represents good
good sales
sales shows
shows high
high potential
potential but
but
potential
potential for
for both
both the
the the
the brand
brand isn’t
isn’t doing
doing well;
well;
product
product and
and the
the brand.
brand. the
the reason
reason should
should bebe
determined.
determined.

The
The category
category isn’t
isn’t selling
selling Both
Both the
the product
product category
category
well
well but
but the
the brand
brand is; and
and the
the brand
brand areare doing
Low CDI

is; doing
may
may bebe aa good
good market
market in in poorly;
poorly; not
not likely
likely to
to be
be aa
which
which toto advertise
advertise but
but good
good place
place to
to advertise.
advertise.
should
should bebe monitored
monitored forfor
sales
sales decline.
decline.
 Target Audience Coverage

Population excluding target market

Target market
Media coverage
Media overexposure

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage 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

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

Graph of Effective Reach
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
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
 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
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
 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
Determining Relative Cost of Print Media

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
Calculating CPM Based on Target Audience
Determining Relative Cost of Broadcast Media

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating
 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

Super bowl ads
 Television Pros and Cons

Advantages
Mass
Mass coverage
coverage

High
High reach
reach
Disadvantages
Sight,
Sight, sound,
sound, motion
motion Low
Low selectivity
selectivity
High
High prestige
prestige Short
Short message
message life
life
Low
Low cost
cost per
per exposure
exposure High
High absolute
absolute cost
cost

Attention
Attention getting
getting High
High production
production cost
cost

Favorable
Favorable image
image Clutter
Clutter
 Radio Pros and Cons

Advantages
Local
Local coverage
coverage

Low
Low cost
cost
Disadvantages
High
High frequency
frequency
Audio
Audio only
only
Flexible
Flexible Clutter
Clutter

Low
Low production
production cost
cost Low
Low attention
attention getting
getting

Well-segmented
Well-segmented audience
audience Fleeting
Fleeting message
message
 Magazine Pros and Cons

Advantages
Segmentation
Segmentation potential
potential

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

Longevity
Longevity Visual
Visual only
only

Multiple
Multiple readers
readers Lack
Lack of
of flexibility
flexibility
 Newspaper Pros and Cons

Advantages
High
High coverage
coverage

Low
Low cost
cost

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

Can
Can be
be used
used for
for coupons
coupons Selective
Selective reader
reader exposure
exposure
 Outdoor Pros and Cons

Disadvantages
Short
Short exposure
exposure time
time

Short
Short ads
ads

Advantages
Poor
Poor image
image
Location
Location specific
specific
Local
Local restrictions
restrictions
High
High repetition
repetition

Easily
Easily noticed
noticed
 Direct Mail Pros and Cons

Advantages
High
High selectivity
selectivity

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

Clutter
Clutter
 Internet Pros and Cons

Advantages Disadvantages
User
User selects
selects product
product Limited
Limited creative
creative
information
information capability
capability
User
User attention
attention and
and
involvement Websnarl
Websnarl
involvement

Interactive
Interactive relationship
relationship Technology
Technology limitations
limitations

Direct Few
Few measurement
measurement
Direct selling
selling potential
potential techniques
techniques

Flexible
Flexible message
message platform
platform Limited
Limited reach
reach
 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