Media Planning with Marketing Mix Consideration

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Media Planning with Marketing Mix Consideration

  1. 1. Media Planning Marketing Communications 2002
  2. 2. Media Terminology  Media Planning - A series of decisions involving the delivery of messages to audiences.  Media Objectives - Goals to be attained by the media strategy and program.  Media Strategy - Decisions on how the media objectives can be attained.  Media - The various categories of delivery systems, including broadcast and print media.
  3. 3. Media Terminology  Broadcast Media - Either radio or television network or local station broadcasts.  Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like.  Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show.
  4. 4. Media Terminology  Coverage - The potential audience that might receive the message through the vehicle. • TV Homes/Households Using Television  Reach - The actual number of individual audience members reached at least once by the vehicle.  Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
  5. 5. Media Planning Criteria Considerations  Geographic coverage
  6. 6. Brand and Category Analysis Percentage of product category total sales in market Percentage of total U.S. population in market CDI = X 100 Category Development Index
  7. 7. Brand and Category Analysis Brand Development Index Percentage of brand sales in market to total US sales Percentage of total U.S. population in market BDI = X 100
  8. 8. Media Planning Criteria Considerations  Geographic coverage  The media mix • Target market coverage
  9. 9. Target Audience Coverage Population excluding target market Target market Media Overexposure Media Coverage Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market
  10. 10. Media Planning Criteria Considerations  Geographic coverage  The media mix  Target market coverage  Scheduling
  11. 11. Three Scheduling Methods Continuity Pulsing Flighting Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  12. 12. Media Planning Criteria Considerations  Geographic coverage  The media mix  Target market coverage  Scheduling  Reach versus frequency • Reach - The actual number of individual audience members reached at least once by the vehicle. • Frequency - The number of times the receiver is exposed to vehicle in a specific time period. • GRP (Gross rating point) = Reach x frequency
  13. 13. Reach and Frequency Reach of Two ProgramReach 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
  14. 14. Graph of Effective Reach Exposures PercentageReach 0 5 10 15 25% 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach
  15. 15. Marketing Factors Important to Determining Frequency  Brand history  Brand share  Brand loyalty  Purchase cycles  Usage cycle  Competitive share of voice  Target group
  16. 16. Media Planning Criteria Considerations  Geographic coverage  The media mix  Target market coverage  Scheduling  Reach versus frequency  Creative aspects and mood
  17. 17. Creative Factors In Determining Frequency  Message complexity  Message uniqueness  New vs. continuing campaigns  Image versus product sell  Message variation  Wearout  Advertising units
  18. 18. Media Factors Important to Determining Frequency  Clutter  Editorial environment  Attentiveness  Scheduling  Number of media used  Repeat Exposures
  19. 19. Media Planning Criteria Considerations  Geographic coverage  The media mix  Target market coverage  Scheduling  Reach versus frequency  Creative aspects and mood  Budget considerations
  20. 20. Determining Relative Cost of Media  CPM (cost per thousand) Cost of ad space/time = x1000 Circulation/Audience  CPRP (cost per rating point) Cost of commercial time = Program rating
  21. 21. Media Planning Criteria Considerations  Geographic coverage  The media mix  Target market coverage  Scheduling  Reach versus frequency  Creative aspects and mood  Budget considerations

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