Mcom 341-20 Media Planning 2

Media Planning & Buying 2

Class Objectives
Identify the factors that influence media strategy and tactics
Describe the different advertising schedules and their purposes
Explain the role of the media buyer

Adimpressions
Grossimpressions
Gross ratingpoints(GRPs)
Defining Media Objectives
Message-Distribution Objectives
AudienceSize
MessageWeight
AudienceAccumulation& Reach
ExposureFrequency
Continuity

Developing a Media Strategy: The Media Mix
The 5 Ms
Media
Markets
Mechanics
Methodology
Money
Selecting & scheduling media to get the desired message weight, reach, frequency & continuity.
The various targets of a media plan – the audiences
How much to budget and where to allocate it
All communi-cation vehicles available to a marketer, anything you can put your name on
The details of buying each medium: air time, ad sizes, rates, production costs, etc.

PlanScope
Media Mix: Scope
Markets, Money, Media
Regional scope
Several adjoining metros
Whole state or multiple neighboring states
Local media
Regional editions of national magazines
Spot radio, TV
Internet advertising
Local scope
Product available in one market
City chosen as test market
Local media used
DecisionFactors
National scope
Several regions or entire country
Network TV & radio
National magazines & newspapers
Internet
International scope
Product available globally
National media
Media in a variety of types & from many countries

PlanScope
BrandDevelopment
Market’sSalesPotential
CategoryDevelopment
Media Mix: Sales Potential
Markets & Money
DecisionFactors

Brand Development Index
Brand Development Index (BDI) indicates sales strength of a brand in a specific market.
BDI = % of brand’s total U.S. sales in area x 100
% of total U.S. population in area
Los Angeles makes up 1.58% of Brand X Shoes’ total U.S. sales. The city has 2% of the total U.S. population.
BDI < 100 = poor brand development
BDI > 100 = good brand development
BDI = 1.58x 100 = 79
2

Category Development Index
Category Development Index (CDI) indicates sales strength of a whole product category in a specific market.
CDI = % of product category’s total U.S. sales in area x 100
% of total U.S. population in area
If Los Angeles makes up 4.92% of total shoe category sales in the U.S., then…
CDI < 100 = poor category sales
CDI > 100 = good category sales
CDI = 4.92x 100 = 246
2

What Do BDI & CDI Indicate?
BDI and CDI help the media planner determine a media strategy for the market.
Low brand sales, strong category: Problem or opportunity?

Competition& Budget
Media Mix: Competition & Budgets
Media, Mechanics & Methodology
PlanScope
BrandDevelopment
CategoryDevelopment
DecisionFactors
Who’s the competition?
What media are they using?
How much are they spending?

Competition& Budget
MediaAvailability &Economics
Media &Mood ofMessage
Media Mix: Availability & Mood
Media & Methodology
PlanScope
Availability & Economics
Legal restrictions
Literacy rates
Income & education levels
BrandDevelopment
CategoryDevelopment
DecisionFactors
Mood of Message
Complexity of message
Attention needed
Emotional appeal

MessageSize &Position
Media Mix: Message Size & Positioning
Media & Mechanics
The nature of each medium and the advertiser’s message dictate the media to use and how often to use them. (Pros & Cons)
PlanScope
BrandDevelopment
CategoryDevelopment
DecisionFactors
Competition& Budget

Impact of Ad Size, Color & Reach

BuyerPurchasePatterns
Media Mix: Buyer Purchase Patterns
All 5 M’s
How, how often, when & where is product bought?
PlanScope
BrandDevelopment
CategoryDevelopment
DecisionFactors
Competition& Budget
MessageSize &Position

Campaign objectives & strategy
Audience characteristics
Exposure, attention & motivation
Cost efficiency (CPM & CPP)
Media Tactics
Criteria for SelectingMedia Vehicles

Media Tactics
Synergy of Mixed Media

Continuous
Flighting
Pulsing
Media Tactics
Continuous: advertising runs steadily and varies little
Flighting: alternates periods of advertising with periods of no advertising
Pulsing: mixes continuous and flighting strategies, maintaining a low level of consistent advertising with period heavy pulses
Scheduling Methods

Scheduling Patterns:
Three ways to schedule the same number of GRPs

Role of the Print Media Buyer
Media Buyers often specialize in one medium or another and are responsible for:
Knowing the marketplace
Negotiating the buy
Monitoring performance

Mcom 341-20 Media Planning 2

by schaferv

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