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  • Chapter Ten Media Planning and Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Transcript

    • 1. Media Planning and Strategy
    • 2. Media Planning
      • Finding the best way to get the message to the target market. “Best” means largest part of market at best price and in best media environment for the message
    • 3. Media Terminology Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media
    • 4. Media Terminology Print Media Media Vehicle Reach Coverage Frequency Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period The potential audience that might receive the message through the vehicle Number of different audience members exposed at least once in a given time period The specific carrier within a medium category Publications such as newspapers, magazines, direct mail, outdoor, etc.
    • 5. Developing the Media Plan Selecting Media Within Class Determining Media Strategy Selecting Broad Media Classes Setting Media Objectives Marketing Strategy Plan Situation Analysis Creative Strategy Plan Situation Analysis Selecting Media Within Class Selecting Broad Media Classes Determining Media Strategy Media Use Decision — Print Media Use Decision — Broadcast Media Use Decision — Other Media Setting Media Objectives Marketing Strategy Plan Creative Strategy Plan
    • 6. Media Planning Difficulties Inconsistent Terms Lack of Information Measurement Problems Problems in Media Planning Measurement Problems Lack of Information Inconsistent Terms Time Pressure
    • 7. Developing the Media Plan Analyze the Market Analyze the Market Evaluate Performance Implement Media Strategy Develop Media Strategy Establish Media Objectives Implement Media Strategy Develop Media Strategy Establish Media Objectives
    • 8. Three Scheduling Methods Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Continuity Pulsing Flighting
    • 9. Marketing Factors Determining Frequency Purchase Cycles Share of Voice Brand History Usage Cycle Brand Share Brand Loyalty Marketing Factors Target Group Brand History Share of Voice Purchase Cycles Brand Loyalty Brand Share Usage Cycle
    • 10. Message Factors Determining Frequency Wearout Message Variation Image Versus Product Sell New Vs. Continuing Campaigns Message Uniqueness Message Complexity Message or Creative Factors Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units
    • 11. Media Factors Determining Frequency Attentiveness Number of Media Used Editorial Environment Repeat Exposures Clutter Media Factors Clutter Number of Media Used Repeat Exposures Editorial Environment Scheduling Attentiveness
    • 12. Determining Relative Cost of Media-Print Cost per thousand (CPM) Cost of ad space (absolute cost) Circulation CPM = X 1,000
    • 13. Determining Relative Cost of Media- Broadcast Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating
    • 14. Television Pros and Cons Short Message Life High Production Cost Low Selectivity High Absolute Cost Clutter Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image High Production Cost High Absolute Cost Short Message Life Low Selectivity Favorable Image Attention Getting Low Cost Per Exposure High Prestige Impact of Sight, Sound and Motion High Reach Mass Coverage Advantages Disadvantages
    • 15. Radio Pros and Cons Clutter Fleeting Message Audio Only Low Attention Getting Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience Low Attention Getting Clutter Audio Only Well-segmented Audience Low Production Cost Flexible High Frequency Low Cost Local Coverage Advantages Disadvantages
    • 16. Magazine Pros and Cons Visual Only Long Lead Time for Ad Placement Lack of Flexibility Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers Visual Only Long Lead Time for Ad Placement Multiple Readers Longevity High Information Content Quality Reproduction Segmentation Potential Advantages Disadvantages
    • 17. Newspaper Pros and Cons Clutter Poor Reproduction Quality Short Life Low Attention Getting 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 Selective Reader Exposure Poor Reproduction Quality Low Attention Getting Clutter Short Life Can Be Used for Coupons Reader Controls Exposure Timely (Current Ads) Ads Can Be Placed in Interest Sections Short Lead Time for Placing Ads Low Cost High Coverage Advantages Disadvantages
    • 18. Outdoor Pros and Cons Short Ads Local Restrictions Sort Exposure Time Poor Image Location Specific High Repetition Easily Noticed Poor Image Short Ads Sort Exposure Time Easily Noticed High Repetition Location Specific Advantages Disadvantages
    • 19. Direct Mail Pros and Cons Poor Image (Junk Mail) High Cost Per Contact Clutter High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities Poor Image (Junk Mail) High Cost Per Contact Repeat Exposure Opportunities High Information Content Reader Controls Exposure High Selectivity Advantages Disadvantages
    • 20. Internet Pros and Cons Websnarl (Crowded Access) Few Valid Measurement Techniques Limited Creative Capabilities Technology Limitations Limited Reach User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform Few Valid Measurement Techniques Technology Limitations Websnarl (Crowded Access) Limited Creative Capabilities Flexible Message Platform Direct Selling Potential Interactive Relationship User Attention and Involvement User Selects Product Information Advantages Disadvantages