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Media Terminology
Media Planning - A series of decisions involvingthe delivery of messages to audiences.
Media Objectives - Goals to be attained by themedia strategy and program.
Media Strategy - Decisions on how the mediaobjectives can be attained.
Media - The various categories of deliverysystems, including broadcast and print media.
Broadcast Media - Either radio or televisionnetwork or local station broadcasts.
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Media Terminology
Print Media - Publications such as newspapersand magazines.
Media Vehicle - The specific message carrier,such as Times of India or Business World. StarPlus, CNBC, Aaj Tak, ESPN
Coverage - The potential audience that mightreceive the message through the vehicle.
Reach - The actual number of individual
audience members reached at least once by thevehicle in a given period of time.
Frequency - The number of times the receiveris exposed to vehicle in a specific time period.
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Problems in Media Planning
Lack of information
Inconsistent terms
Serious time pressure
Measurement problems
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Media Use Decision Print
Media Use Decision Broadcast
Media Use Decision Other Media
Creative Strategy Plan
Developing the Media Plan
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy PlanSituation Analysis
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Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance
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Where to Promote?Brand and Category Analysis
Percentage of brand to totalU.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
Brand Developm ent Ind ex
Percentage of brand sales in marketto total sales in Indian market
Percentage of total Indian
population in market
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Where to Promote?Brand and Category Analysis
Percentage of productcategory total sales in market
Percentage of total Indian
population in market
CDI = X 100
Catego ry Developm ent Ind ex
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Brand and Category Analysis
The market usually represents
good sales potential for both
the product and the brand.
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.
The product category shows
high potential but the brand
isnt doing well; the reason
should be determined. H i g h C D I
L o w C
D I Both the product category and
the brand are doing poorly;
not likely to be a good place
to advertise.
High BDI Low BDI
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Media Planning Criteria Considerations
The media mixTarget market coverage
Geographic coverage
SchedulingReach versus frequency
Creative aspects and mood
Flexibility
Budget considerations
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Target Audience Coverage
Population excluding target marketTarget marketMedia coverageMedia overexposure
CoverageExceeding
Market
PartialMarket
Coverage
FullMarket
Coverage
TargetMarket
Proportion
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Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Reach and Frequency
Reach of Two ProgramsReach of One Program
Unduplicated Reach of BothDuplicated Reach of Both
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate
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Effects of reach and frequency
5. Although there are general principles with respectto frequency of exposure and its relationship toadvertising effectiveness, differential effects bybrand are equally important
6. Frequency response principles or generalizationsdo not vary by medium.
7. The data strongly suggest that wearout is not afunction of too much frequency. It is more of acreative or copy problem.
M k i F I
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Marketing Factors Important toDetermining Frequency
Brand history
Brand share
Brand loyaltyPurchase cycles
Usage cycle
Competitive share of voice
C i
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Message or Creative Factors Important toDetermining Frequency
Message complexityMessage uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
M di F I
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Media Factors Important toDetermining Frequency
Clutter
Editorial environment
AttentivenessScheduling
Number of media used
Repeat Exposures
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Determining Relative Cost of Media
Cost of ad space(absolute cost)Circulation
CPM = X 1,000
Cost p er thou sand (CPM)
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Determining Relative Cost of Media
CPRP =Cost of commercial timeProgram rating
Cost p er rat ing po int (CPRP)
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Television Characteristics
Advantages
Mass coverage
High reachImpact of sight, sound,and motionHigh prestige
Low cost per exposureAttention gettingFavorable image
Disadvantages
Low selectivity
Short message lifeHigh absolute costHigh productioncosts
Clutter
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Radio Characteristics
Advantages
Local coverageLow costHigh frequencyFlexibleLow production costs
Well-segmentedaudiences
Disadvantages
Audio onlyClutterLow attentiongettingFleeting message
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Magazines Characteristics
Advantages
Segmentationpotential
Quality reproductionHigh informationcontentLongevity
Multiple readers
Disadvantages
Long lead time for adplacement
Visual onlyLack of flexibility
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Newspapers Characteristics
Advantages
High coverageLow cost
Short lead time forplacing adsAds can placed ininterest sectionsTimely (current ads)Reader controlsexposureCan be used forcoupons
Disadvantages
Short lifeClutter
Low attention-getting capabilitiesPoor reproductionqualitySelective readerexposure
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Outdoor Characteristics
Advantages
Location specificHigh resolution
Easily noticed
Disadvantages
Short exposuretime requires short
adPoor imageLocal restrictions
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Direct Mail Characteristics
Advantages
High selectivityReader controls
exposureHigh informationcontentOpportunities for
repeat exposures
Disadvantages
High cost/contactPoor image (junk mail)
Clutter
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Internet / Interactive Media Characteristics
Advantages
User selects productinformationUser attention andinvolvementInteractive relationship
Direct selling potentialFlexible messageplatform
Disadvantages
Limited creativecapabilitiesWeb snarl (crowdedaccess)Technology limitations
Few valid measurementtechniquesLimited reach