Media Planning and Strategy Dr. George Belch San Diego State University
Media Planning and Strategy
Dr. George BelchSan Diego State University
© 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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The Changing Media Landscape
• Traditional Media• Television, radio, newspapers,
magazines, outdoor, direct mail• Traditional but Different
• Public relations, product placements, sponsorships, events
• New Media• Internet/interactive, wireless,
podcasts, search ads, blogs, video games, branded content
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New Media
• Wireless—mobile phones, smartphones
• Branded content – programming developed to deliver a message such as webisodes or product integration
• Social Media (Facebook, Twitter, YouTube)
• Blogs- online information of specific content
• Video games – brands integrated into games or games created for advertainment
• Paid Search - targeted ads appear when people type queries into search engines such as Google. Advertisers bid for placement.
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Factors Leading to Changes in Media
• Consumers are busy and time crunched
• Multitasking becoming more prevalent
• New media options/ media proliferation
• Changing lifestyles
• Technology developments/changes
• Media Fragmentation
• Consumer attitudes toward media
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Developing the Media Plan
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
Setting media objectivesSetting media objectives
Marketing strategy planMarketing
strategy planSituation analysis
Situation analysis
Creative strategy plan
Creative strategy plan
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Media Planning Difficulties
Measurement Problems
Measurement Problems
Lack of Information
Lack of Information
InconsistentTerminologyInconsistentTerminology
TimePressure
TimePressure
Problemsin MediaPlanning
Problemsin MediaPlanning
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Developing a Media Plan
Evaluate performanceEvaluate performance
Analyze the marketAnalyze the market
Establish media objectivesEstablish media objectives
Develop/implement media strategyDevelop/implement media strategy
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Using Index Numbers
Percentage of users in a demographic segmentPercentage of population
in the same segment
Index = X 100
Index Number
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Using the Brand Development Index
Percentage of brand to total sales in market
Percentage of total population in market
BDI = X 100
Brand Development Index
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Using the Category Development Index
Percentage of total product category sales in market
Percentage of total population in market
CDI = X 100
Category Development Index
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Using BDI and CDI
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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
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The Media Mix
• Selection considerations• Objectives sought• Product or service characteristics• Budget• Individual preferences
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Target Audience Coverage
TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Target Market
Population excluding target marketTarget marketMedia coverageMedia overexposure
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Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Reach and Frequency
A. Reach of One Program B. Reach of Two Programs
C. Duplicated Reach of Both D. Unduplicated Reach of Both
Total marketaudience reached
Total marketaudience reached
Total market reached with both shows
Total reach less duplicated shows
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Marketing Factors Determining Frequency
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
Marketing Factors
Marketing Factors
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Message Factors Determining Frequency
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
Messageor Creative
Factors
Messageor Creative
Factors
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Media Factors Determining Frequency
ClutterClutter
Number of Media UsedNumber of Media Used
Repeat ExposureRepeat
Exposure
Editorial Environment
Editorial Environment
SchedulingScheduling
AttentivenessAttentiveness
Media FactorsMedia
Factors
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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
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Flexibility in Media Planning Strategies
Market opportunities
Market opportunities Market threatsMarket threats
Availability of media
Availability of media
Changes in media or media
vehicle
Changes in media or media
vehicle
FlexibilityFlexibility
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Television Advantage and Limitations
Mass coverage
High reach
Sight, sound, motion
High prestige
Low cost per exposure
Attention getting
Favorable image
AdvantagesAdvantages
Short message life
High production cost
Low selectivity
High absolute cost
Clutter
DisadvantagesDisadvantages
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Radio Advantages and Limitations
Local coverage
Low cost
High frequency
Flexible
Low production cost
Well-segmented audience
AdvantagesAdvantages
Clutter
Fleeting message
Audio only
Low attention getting
DisadvantagesDisadvantages
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Magazines Advantages and Limitations
Segmentation potential
Quality reproduction
High information content
Longevity
Multiple readers
AdvantagesAdvantages
Visual only
Long lead time for ad placement
Lack of flexibility
DisadvantagesDisadvantages
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Newspaper Advantages and Limitations
High coverage
Low cost
Short lead time for placing ads
Ads can be placed in interest sections
Timely (current ads)
Reader controls exposure
Can be used for coupons
AdvantagesAdvantages
Clutter
Poor reproduction quality
Short life
Low attention getting
Selective reader exposure
DisadvantagesDisadvantages
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Outdoor Advantages and Limitations
Location specific
High repetition
Easily noticed
AdvantagesAdvantages
Short ads
Local restrictions
Short exposure time
Poor image
DisadvantagesDisadvantages
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Evaluation and Follow-Up
Use again, or analyze flaws
How well did these strategies achieve the media objectives?
How well did the media plan contribute to attaining the overall marketing and
communications objectives?