Media Planning and Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Media Planningand StrategyMedia Planningand Strategy
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program
Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained
The various categories of delivery systems, including broadcast and print mediaThe various categories of delivery systems, including broadcast and print media
Either radio or television network or local station broadcastsEither radio or television network or local station broadcasts
A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program
Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained
The various categories of delivery systems, including broadcast and print mediaThe various categories of delivery systems, including broadcast and print media
Media Terminology
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaPlanningMedia
Planning
MediaObjectives
MediaObjectives
MediaStrategyMedia
Strategy
MediaMedia
BroadcastMedia
BroadcastMedia
Publications such as newspapers, magazines, direct mail, outdoor, etc.Publications such as newspapers, magazines, direct mail, outdoor, etc.
The specific carrier within a medium categoryThe specific carrier within a medium category
Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period
The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle
The number of times the receiver is exposed to the media vehicle in a specific time periodThe number of times the receiver is exposed to the media vehicle in a specific time period
The potential audience that might receive the message through the vehicleThe potential audience that might receive the message through the vehicle
Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period
The specific carrier within a medium categoryThe specific carrier within a medium category
Publications such as newspapers, magazines, direct mail, outdoor, etc.Publications such as newspapers, magazines, direct mail, outdoor, etc.
Media Terminology
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PrintMediaPrintMedia
Media VehicleMedia
Vehicle
ReachReach
CoverageCoverage
FrequencyFrequency
Selecting Media Within ClassSelecting Media Within Class
Selecting Broad Media ClassesSelecting Broad Media Classes
Determining Media StrategyDetermining Media Strategy
Media Use Decision— Print
Media Use Decision— Print
Media Use Decision— Broadcast
Media Use Decision— Broadcast
Media Use Decision— Other Media
Media Use Decision— Other Media
Selecting Media Within ClassSelecting Media Within Class
Determining Media StrategyDetermining Media Strategy
Selecting Broad Media ClassesSelecting Broad Media Classes
Developing the Media Plan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Setting Media ObjectivesSetting Media ObjectivesSetting Media ObjectivesSetting Media Objectives
Marketing Strategy PlanMarketing
Strategy PlanCreative
Strategy PlanCreative
Strategy PlanMarketing
Strategy PlanMarketing
Strategy PlanSituation Analysis
Situation Analysis
Creative Strategy Plan
Creative Strategy Plan
Situation Analysis
Situation Analysis
Measurement Problems
Measurement Problems
Lack of Information
Lack of Information
InconsistentTerms
InconsistentTerms
TimePressure
TimePressure
InconsistentTerms
InconsistentTerms
Lack of Information
Lack of Information
Measurement Problems
Measurement Problems
Media Planning Difficulties
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Problemsin MediaPlanning
Problemsin MediaPlanning
Evaluate PerformanceEvaluate Performance
Implement Media StrategyImplement Media Strategy
Develop Media StrategyDevelop Media Strategy
Establish Media ObjectivesEstablish Media Objectives
Analyze the MarketAnalyze the Market
Implement Media StrategyImplement Media Strategy
Develop Media StrategyDevelop Media Strategy
Establish Media ObjectivesEstablish Media Objectives
Analyze the MarketAnalyze the Market
Developing the Media Plan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Percentage of brand to total U.S. sales in market
Percentage of total U.S. population in market
BDI = X 100
Brand Development Index
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Percentage of total product category sales in market
Percentage of total U.S. population in market
CDI = X 100
Category Development Index
High market shareGood market potential
High market shareGood market potential
High market shareGood market potential
High market shareGood market potential
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Low
CD
IH
igh
CD
I
High BDI
Low market share Good market potential
Low market share Good market potentialLow market share Good market potential
Low market share Good market potential
Low BDI
High market shareMonitor for sales decline
High market shareMonitor for sales decline
High market shareMonitor for sales decline
High market shareMonitor for sales decline
Low market sharePoor market potential
Low market sharePoor market potential
The market usually represents good sales potential for both the product and the brand.
The market usually represents good sales potential for both the product and the brand.
The market usually represents good sales potential for both the product and the brand.
The market usually represents good sales potential for both the product and the brand.
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Low
CD
IH
igh
CD
I
High BDI
The product category shows high potential but the brand isn’t doing well; the reason should be determined.
The product category shows high potential but the brand isn’t doing well; the reason should be determined.
The product category shows high potential but the brand isn’t doing well; the reason should be determined.
The product category shows high potential but the brand isn’t doing well; the reason should be determined.
Low BDI
The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.
The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.
The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.
The category isn’t 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.
Both the product category and the brand are doing poorly; not likely to be a good place to advertise.
TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Market
Target Audience Coverage
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Population excluding target marketTarget marketMedia coverageMedia overexposure
Three Scheduling Methods
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Reach and Frequency
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A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate
Graph of Effective Reach
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Figure 10-22
+
Target GroupTarget Group
Brand HistoryBrand History
Share of Voice
Share of Voice
Purchase Cycles
Purchase Cycles
Brand LoyaltyBrand
LoyaltyBrand ShareBrand Share
Usage Cycle
Usage Cycle
Purchase Cycles
Purchase Cycles
Share of Voice
Share of Voice
Brand HistoryBrand History
Usage Cycle
Usage Cycle
Brand ShareBrand Share
Brand LoyaltyBrand
Loyalty
Marketing Factors Determining Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Factors
Marketing Factors
Message ComplexityMessage Complexity
Message UniquenessMessage Uniqueness
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Image Versus Product SellImage Versus Product Sell
Message VariationMessage Variation
WearoutWearout
Advertising UnitsAdvertising Units
WearoutWearout
Message VariationMessage Variation
Image Versus Product SellImage Versus Product Sell
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Message UniquenessMessage Uniqueness
Message ComplexityMessage Complexity
Message Factors Determining Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Messageor Creative
Factors
Messageor Creative
Factors
ClutterClutter
Number of Media UsedNumber of Media Used
Repeat ExposuresRepeat
Exposures
Editorial Environment
Editorial Environment
SchedulingScheduling
AttentivenessAttentivenessAttentivenessAttentiveness
Number of Media UsedNumber of Media Used
Editorial Environment
Editorial Environment
Repeat ExposuresRepeat
Exposures
ClutterClutter
Media Factors Determining Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Media FactorsMedia
Factors
Determining Relative Cost of Media-Print
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Cost of ad space(absolute cost)
CirculationCPM = X 1,000
Cost per thousand (CPM)
Determining Relative Cost of Media-Broadcast
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
Short Message LifeShort Message Life
High Production CostHigh Production Cost
Low SelectivityLow Selectivity
High Absolute CostHigh Absolute Cost
ClutterClutter
Mass CoverageMass Coverage
High ReachHigh Reach
Impact of Sight, Sound and Motion
Impact of Sight, Sound and Motion
High PrestigeHigh Prestige
Low Cost Per ExposureLow Cost Per Exposure
Attention GettingAttention Getting
Favorable ImageFavorable Image
High Production CostHigh Production Cost
High Absolute CostHigh Absolute Cost
Short Message LifeShort Message Life
Low SelectivityLow Selectivity
Favorable ImageFavorable Image
Attention GettingAttention Getting
Low Cost Per ExposureLow Cost Per Exposure
High PrestigeHigh Prestige
Impact of Sight, Sound and Motion
Impact of Sight, Sound and Motion
High ReachHigh Reach
Mass CoverageMass Coverage
Television Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
ClutterClutter
Fleeting MessageFleeting Message
Audio OnlyAudio Only
Low Attention GettingLow Attention Getting
Local CoverageLocal Coverage
Low CostLow Cost
High FrequencyHigh Frequency
FlexibleFlexible
Low Production CostLow Production Cost
Well-segmented AudienceWell-segmented Audience
Low Attention GettingLow Attention Getting
ClutterClutter
Audio OnlyAudio Only
Well-segmented AudienceWell-segmented Audience
Low Production CostLow Production Cost
FlexibleFlexible
High FrequencyHigh Frequency
Low CostLow Cost
Local CoverageLocal Coverage
Radio Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
Visual OnlyVisual Only
Long Lead Time for Ad Placement
Long Lead Time for Ad Placement
Lack of FlexibilityLack of Flexibility
Segmentation PotentialSegmentation Potential
Quality ReproductionQuality Reproduction
High Information ContentHigh Information Content
LongevityLongevity
Multiple ReadersMultiple Readers
Visual OnlyVisual Only
Long Lead Time for Ad Placement
Long Lead Time for Ad Placement
Multiple ReadersMultiple Readers
LongevityLongevity
High Information ContentHigh Information Content
Quality ReproductionQuality Reproduction
Segmentation PotentialSegmentation Potential
Magazine Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
ClutterClutter
Poor Reproduction QualityPoor Reproduction Quality
Short LifeShort Life
Low Attention GettingLow Attention Getting
High CoverageHigh Coverage
Low CostLow Cost
Short Lead Time for Placing Ads
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest Sections
Ads Can Be Placed in Interest Sections
Timely (Current Ads)Timely (Current Ads)
Reader Controls ExposureReader Controls Exposure
Can Be Used for CouponsCan Be Used for Coupons
Selective Reader ExposureSelective Reader Exposure
Poor Reproduction QualityPoor Reproduction Quality
Low Attention GettingLow Attention Getting
ClutterClutter
Short LifeShort Life
Can Be Used for CouponsCan Be Used for Coupons
Reader Controls ExposureReader Controls Exposure
Timely (Current Ads)Timely (Current Ads)
Ads Can Be Placed in Interest Sections
Ads Can Be Placed in Interest Sections
Short Lead Time for Placing Ads
Short Lead Time for Placing Ads
Low CostLow Cost
High CoverageHigh Coverage
Newspaper Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
Short AdsShort Ads
Local RestrictionsLocal Restrictions
Sort Exposure TimeSort Exposure Time
Poor ImagePoor Image
Location SpecificLocation Specific
High RepetitionHigh Repetition
Easily NoticedEasily Noticed Poor ImagePoor Image
Short AdsShort Ads
Sort Exposure TimeSort Exposure Time
Easily NoticedEasily Noticed
High RepetitionHigh Repetition
Location SpecificLocation Specific
Outdoor Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
ClutterClutter
High SelectivityHigh Selectivity
Reader Controls ExposureReader Controls Exposure
High Information ContentHigh Information Content
Repeat Exposure Opportunities
Repeat Exposure Opportunities
Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
Repeat Exposure Opportunities
Repeat Exposure Opportunities
High Information ContentHigh Information Content
Reader Controls ExposureReader Controls Exposure
High SelectivityHigh Selectivity
Direct Mail Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
Websnarl (Crowded Access)
Websnarl (Crowded Access)
Few Valid Measurement Techniques
Few Valid Measurement Techniques
Limited Creative Capabilities
Limited Creative Capabilities
Technology LimitationsTechnology Limitations
Limited ReachLimited Reach
User Selects Product Information
User Selects Product Information
User Attention and Involvement
User Attention and Involvement
Interactive RelationshipInteractive Relationship
Direct Selling PotentialDirect Selling Potential
Flexible Message PlatformFlexible Message Platform
Few Valid Measurement Techniques
Few Valid Measurement Techniques
Technology LimitationsTechnology Limitations
Websnarl (Crowded Access)
Websnarl (Crowded Access)
Limited Creative Capabilities
Limited Creative Capabilities
Flexible Message PlatformFlexible Message Platform
Direct Selling PotentialDirect Selling Potential
Interactive RelationshipInteractive Relationship
User Attention and Involvement
User Attention and Involvement
User Selects Product Information
User Selects Product Information
Internet Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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