Chap10 Media Planning And Strategy

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Chap10 Media Planning And Strategy

  1. 1. 10 Media Planning and Strategy McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
  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. Broadcast Media - Either radio or television network or local station broadcasts.
  3. 3. Media Terminology Print Media - Publications such as newspapers and magazines. Media Vehicle - The specific message carrier, such as the Washington Post or 60 Minutes. Coverage - The potential audience that might receive the message through the the vehicle. Reach - The actual number of individual audience members reached at least once by the vehicle in a given period of time. Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
  4. 4. Problems in Media Planning Lack of information Inconsistent terms Serious time pressure Measurement problems
  5. 5. Developing the Media Plan Situation Analysis Marketing Strategy Plan Creative Strategy Plan Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class Media Use Decision Media Use Decision Media Use Decision — Broadcast — Print — Other Media
  6. 6. Developing the Media Plan Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance
  7. 7. MRI Report on Cell Phone Users
  8. 8. Where to Promote? Brand and Category Analysis Brand Development Index Percentage ofof brand to to Percentage brand sales total U.S. sales in market total US sales in market BDI = X 100 Percentage of total U.S. Percentage of total U.S. population in in market population market
  9. 9. Where to Promote? Brand and Category Analysis Category Development Index Percentage of product category total sales in market CDI = X 100 Percentage of total U.S. population in market
  10. 10. Brand and Category Analysis High BDI Low BDI High CDI High market share High market share Low market share Low market share Good market Good market Good market Good market potential potential potential potential Low CDI High market share High market share Low market share Low market share Monitor for sales Monitor for sales Poor market Poor market decline decline potential potential
  11. 11. Brand and Category Analysis High BDI Low BDI The market usually represents The product category shows High CDI The market usually represents The product category shows good sales potential for both good sales potential for both high potential but the brand high potential but the brand the product and the brand. the product and the brand. isn’t doing well; the reason isn’t doing well; the reason should be determined. should be determined. The category isn’t selling well The category isn’t selling well Both the product category Both the product category Low CDI but the brand is; may be a but the brand is; may be a and the brand are doing and the brand are doing good market in which to good market in which to poorly; not likely to be a good poorly; not likely to be a good advertise but should be advertise but should be place to advertise. place to advertise. monitored for sales decline. monitored for sales decline.
  12. 12. Media Planning Criteria Considerations The media mix Target market coverage Geographic coverage Scheduling Reach versus frequency Creative aspects and mood Flexibility Budget considerations
  13. 13. Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Full Partial Coverage Market Market Market Exceeding Proportion Coverage Coverage Market
  14. 14. Three Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  15. 15. Reach and Frequency Reach of One Program Reach of Two Programs Total market audience reached Total market audience reached Duplicated Reach of Both Unduplicated Reach of Both Total reached with both shows Total reach less duplicate
  16. 16. Graph of Effective Reach
  17. 17. Effects of Reach and Frequency 1. One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances. 2. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach. 3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level. 4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
  18. 18. Effects of reach and frequency 5. Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important 6. Frequency response principles or generalizations do not vary by medium. 7. The data strongly suggest that wearout is not a function of too much frequency. It is more of a creative or copy problem.
  19. 19. Marketing Factors Important to Determining Frequency Brand history Brand share Brand loyalty Purchase cycles Usage cycle Competitive share of voice Target group
  20. 20. Message or Creative Factors Important to Determining Frequency Message complexity Message uniqueness New vs. continuing campaigns Image versus product sell Message variation Wearout Advertising units
  21. 21. Media Factors Important to Determining Frequency Clutter Editorial environment Attentiveness Scheduling Number of media used Repeat Exposures
  22. 22. Determining Relative Cost of Media Cost per thousand (CPM) Cost of ad space CPM = (absolute cost) X 1,000 Circulation
  23. 23. Determining Relative Cost of Media Cost per rating point (CPRP) Cost of commercial time CPRP = Program rating
  24. 24. Television Characteristics Advantages Disadvantages Mass coverage Low selectivity High reach Short message life Impact of sight, sound, High absolute cost and motion High production High prestige costs Low cost per exposure Clutter Attention getting Favorable image
  25. 25. Radio Characteristics Advantages Disadvantages Local coverage Audio only Low cost Clutter High frequency Low attention Flexible getting Low production costs Fleeting message Well-segmented audiences
  26. 26. Magazines Characteristics Advantages Disadvantages Segmentation Long lead time for ad potential placement Quality reproduction Visual only High information Lack of flexibility content Longevity Multiple readers
  27. 27. Newspapers Characteristics Advantages Disadvantages High coverage Short life Low cost Clutter Short lead time for Low attention- placing ads getting capabilities Ads can placed in Poor reproduction interest sections quality Timely (current ads) Selective reader Reader controls exposure exposure Can be used for coupons
  28. 28. Outdoor Characteristics Advantages Disadvantages Location specific Short exposure High resolution time requires short Easily noticed ad Poor image Local restrictions
  29. 29. Direct Mail Characteristics Advantages Disadvantages High selectivity High cost/contact Reader controls Poor image (junk mail) exposure Clutter High information content Opportunities for repeat exposures
  30. 30. Internet / Interactive Media Characteristics Advantages Disadvantages User selects product Limited creative information capabilities User attention and Web snarl (crowded involvement access) Interactive relationship Technology limitations Direct selling potential Few valid measurement Flexible message techniques platform Limited reach

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