Advertising Management Lecture 10: Media Planning Strategy
Outline <ul><li>Developing the Media Plan </li></ul><ul><ul><li>Market Analysis </li></ul></ul><ul><ul><li>Establishing me...
Some Basic Concepts <ul><li>Media Planning </li></ul><ul><ul><li>the series of decisions involved in delivering the promot...
Some Basic Concepts <ul><li>Media Vehicle </li></ul><ul><ul><li>The specific carrier within a medium category. </li></ul><...
Problems in Media Planning <ul><li>Insufficient information </li></ul><ul><li>Inconsistent terminologies </li></ul><ul><li...
Developing the Media Plan
Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>To whom shall we ...
Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>What internal and...
Organizing the media buying department
Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>Where to promote?...
Calculating BDI
Using CDI and BDI to determine market potential
Using BDI and CDI Indexes
Developing the Media Plan <ul><li>Establishing Media Objectives </li></ul><ul><li>Developing and Implementing Media Strate...
Developing the Media Plan <ul><li>Establishing Media Objectives </li></ul><ul><li>Developing and Implementing Media Strate...
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Scheduling </li></ul>...
Promotional Scheduling
Characteristics of Scheduling Methods
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency <...
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency <...
The Effects of Reach and Frequency
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency <...
Factors important in determining frequency levels
Factors important in determining frequency levels
Factors important in determining frequency levels
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Creative Aspects and ...
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Budget considerations...
Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Budget considerations...
Comparing various media
Sample Computation (CPM)
Sample Computation (CPRP)
Sample Computation (Daily Inch Rate)
Developing the Media Plan <ul><li>Evaluation and follow-up </li></ul>
Media Characteristics
Media Characteristics
The End
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Adman Lecture 9

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Lecture 9B: Media Planning

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Adman Lecture 9

  1. 1. Advertising Management Lecture 10: Media Planning Strategy
  2. 2. Outline <ul><li>Developing the Media Plan </li></ul><ul><ul><li>Market Analysis </li></ul></ul><ul><ul><li>Establishing media objectives </li></ul></ul><ul><ul><li>Media Strategy Development and Implementation </li></ul></ul><ul><ul><li>Evaluation and follow-up </li></ul></ul>
  3. 3. Some Basic Concepts <ul><li>Media Planning </li></ul><ul><ul><li>the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. </li></ul></ul><ul><ul><li>requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives. </li></ul></ul><ul><li>Medium </li></ul><ul><ul><li>the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising, and other support media. </li></ul></ul>
  4. 4. Some Basic Concepts <ul><li>Media Vehicle </li></ul><ul><ul><li>The specific carrier within a medium category. </li></ul></ul><ul><li>Reach </li></ul><ul><ul><li>a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. </li></ul></ul><ul><li>Coverage </li></ul><ul><ul><li>refers to the potential audience that might receive the message through a vehicle. </li></ul></ul><ul><li>Frequency </li></ul><ul><ul><li>the number of times the receiver is exposed to the media vehicle in a specified period. </li></ul></ul>
  5. 5. Problems in Media Planning <ul><li>Insufficient information </li></ul><ul><li>Inconsistent terminologies </li></ul><ul><li>Times pressures </li></ul><ul><li>Difficulty measuring effectiveness </li></ul>
  6. 6. Developing the Media Plan
  7. 7. Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>To whom shall we advertise? </li></ul></ul><ul><ul><ul><li>Market research data </li></ul></ul></ul><ul><ul><ul><li>Index number: </li></ul></ul></ul><ul><ul><ul><li>An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100. </li></ul></ul></ul>
  8. 8. Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>What internal and external factors are operating? </li></ul></ul><ul><ul><ul><li>Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. </li></ul></ul></ul><ul><ul><ul><li>External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like. </li></ul></ul></ul>
  9. 9. Organizing the media buying department
  10. 10. Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>Where to promote? </li></ul></ul><ul><ul><ul><li>Using indexes to determine where to promote </li></ul></ul></ul><ul><ul><ul><ul><li>Survey of Buying Power Index from market research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brand Development Index </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Category Development Index (CDI) </li></ul></ul></ul></ul>
  11. 11. Calculating BDI
  12. 12. Using CDI and BDI to determine market potential
  13. 13. Using BDI and CDI Indexes
  14. 14. Developing the Media Plan <ul><li>Establishing Media Objectives </li></ul><ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>The Media Mix </li></ul></ul><ul><ul><li>Target Market coverage </li></ul></ul>
  15. 15. Developing the Media Plan <ul><li>Establishing Media Objectives </li></ul><ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Geographic Coverage </li></ul></ul><ul><ul><li>Scheduling </li></ul></ul><ul><ul><ul><li>Continuity: refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a regular (continuous) pattern is developed without gaps or nonadvertising periods. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality. </li></ul></ul></ul>
  16. 16. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Scheduling </li></ul></ul><ul><ul><ul><li>Flighting: employs a less regular schedule, with intermittent periods of advertising and non-advertising. </li></ul></ul></ul><ul><ul><ul><li>Pulsing: actually a combination of the first two methods. Continuity is maintained, but at certain times promotional efforts are stepped up. </li></ul></ul></ul>
  17. 17. Promotional Scheduling
  18. 18. Characteristics of Scheduling Methods
  19. 19. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency </li></ul></ul><ul><ul><ul><li>Establishing reach and frequency objectives </li></ul></ul></ul>
  20. 20. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency </li></ul></ul><ul><ul><ul><li>Using Gross Rating Points (GRPs): A summary measure that combines the program rating and the average number of times the home is reached during this period (frequency of exposure) </li></ul></ul></ul><ul><ul><ul><ul><li>GRP = Reach x Frequency </li></ul></ul></ul></ul><ul><ul><ul><li>Target Rating Points (TRPs): refer to the number of people in the primary target audience the media buy will reach—and the number of times. Unlike GRP, TRP does not include waste coverage </li></ul></ul></ul>
  21. 21. The Effects of Reach and Frequency
  22. 22. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency </li></ul></ul><ul><ul><ul><li>Determining Effective Reach: represents the percentage of a vehicle’s audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey the desired message. </li></ul></ul></ul><ul><ul><ul><ul><li>Average frequency: the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period. </li></ul></ul></ul></ul>
  23. 23. Factors important in determining frequency levels
  24. 24. Factors important in determining frequency levels
  25. 25. Factors important in determining frequency levels
  26. 26. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Creative Aspects and Mood </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul><ul><ul><ul><li>Market opportunities </li></ul></ul></ul><ul><ul><ul><li>Market threats </li></ul></ul></ul><ul><ul><ul><li>Availability of media </li></ul></ul></ul><ul><ul><ul><li>Changes in media or media vehicles </li></ul></ul></ul><ul><ul><li>Budget considerations </li></ul></ul><ul><ul><ul><li>Absolute costs of the medium or vehicle is the actual total cost required to place the message. </li></ul></ul></ul><ul><ul><ul><li>Relative costs refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles. </li></ul></ul></ul>
  27. 27. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Budget considerations </li></ul></ul><ul><ul><ul><li>Determining the relative costs of media </li></ul></ul></ul><ul><ul><ul><ul><li>Cost per thousand (CPM) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cost per ratings point (CPRP) </li></ul></ul></ul></ul>
  28. 28. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Budget considerations </li></ul></ul><ul><ul><ul><li>Determining the relative costs of media </li></ul></ul></ul><ul><ul><ul><ul><li>Daily Inch Rate: For newspapers, cost effectiveness is based on the daily inch rate, which is the cost per column inch of the paper. </li></ul></ul></ul></ul>
  29. 29. Comparing various media
  30. 30. Sample Computation (CPM)
  31. 31. Sample Computation (CPRP)
  32. 32. Sample Computation (Daily Inch Rate)
  33. 33. Developing the Media Plan <ul><li>Evaluation and follow-up </li></ul>
  34. 34. Media Characteristics
  35. 35. Media Characteristics
  36. 36. The End

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