Adver & media

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Adver & media

  1. 1. Media Planning and Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Media Terminology Media Media Planning Planning A series of decisions involving the delivery of A series of decisions involving the delivery of messages to audiences messages to audiences Media Media Objectives Objectives Goals to be attained by the media strategy Goals to be attained by the media strategy and program and program Media Media Strategy Strategy Decisions on how the media objectives can Decisions on how the media objectives can be attained be attained Media Media The various categories of delivery systems, The various categories of delivery systems, including broadcast and print media including broadcast and print media Broadcast Broadcast Media Media Either radio or television network or local Either radio or television network or local station broadcasts station broadcasts © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  3. 3. Media Terminology Print Print Media Media Publications such as newspapers, Publications such as newspapers, magazines, direct mail, outdoor, etc. magazines, direct mail, outdoor, etc. Media Media Vehicle Vehicle The specific carrier within a medium The specific carrier within a medium category category Reach Reach Number of different audience members Number of different audience members exposed at least once in a given time period exposed at least once in a given time period Coverage Coverage The potential audience that might receive The potential audience that might receive the message through the vehicle the message through the vehicle Frequency Frequency The number of times the receiver is exposed The number of times the receiver is exposed to the media vehicle in a specific time period to the media vehicle in a specific time period © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  4. 4. Developing the Media Plan Situation Situation Analysis Analysis Marketing Marketing Strategy Plan Strategy Plan Creative Creative Strategy Plan Strategy Plan Setting Media Objectives Setting Media Objectives Determining Media Strategy Determining Media Strategy Selecting Broad Media Classes Selecting Broad Media Classes Selecting Media Within Class Selecting Media Within Class Media Use Decision Media Use Decision — Broadcast — Broadcast Media Use Decision Media Use Decision — Print — Print © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Use Decision Media Use Decision — Other Media — Other Media
  5. 5. Media Planning Difficulties Measurement Measurement Problems Problems Lack of Lack of Information Information Problems Problems in Media in Media Planning Planning Time Time Pressure Pressure Inconsistent Inconsistent Terms Terms © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  6. 6. Developing the Media Plan Analyze the Market Analyze the Market Establish Media Objectives Establish Media Objectives Develop Media Strategy Develop Media Strategy Implement Media Strategy Implement Media Strategy Evaluate Performance Evaluate Performance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  7. 7. Brand and Category Analysis Brand Development Index Percentage of brand to total U.S. sales in market BDI = Percentage of total U.S. population in market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
  8. 8. Brand and Category Analysis Category Development Index Percentage of total product category sales in market CDI = Percentage of total U.S. population in market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
  9. 9. Brand and Category Analysis High CDI Low BDI High market share High market share Good market Good market potential potential Low market share Low market share Good market potential Good market potential Low CDI High BDI High market share High market share Monitor for sales Monitor for sales decline decline Low market share Low market share Poor market potential Poor market potential © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  10. 10. Brand and Category Analysis Low CDI High CDI High BDI Low BDI The market usually The market usually represents good sales represents good sales potential for both the potential for both the product and the brand. product and the brand. The product category The product category shows high potential but shows high potential but the brand isn’t doing well; the brand isn’t doing well; the reason should be the reason should be determined. determined. The category isn’t selling The category isn’t selling well but the brand is; well but the brand is; may be a good market in may be a good market in which to advertise but which to advertise but should be monitored for should be monitored for sales decline. sales decline. Both the product category Both the product category and the brand are doing and the brand are doing poorly; not likely to be a poorly; not likely to be a good place to advertise. good place to advertise. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  11. 11. Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Market Proportion Full Market Coverage Partial Market Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Coverage Exceeding Market
  12. 12. Three Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  13. 13. Reach and Frequency A. Reach of One Program B. Reach of Two Programs Total market audience reached Total market audience reached C. Duplicated Reach of Both D. Unduplicated Reach of Both Total reached with both shows Total reach less duplicate © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  14. 14. Graph of Effective Reach Figure 10-22 + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  15. 15. Marketing Factors Determining Frequency Marketing Marketing Factors Factors Brand Brand Loyalty Loyalty Brand Brand History History Brand Brand Share Share Share of Share of Voice Voice Usage Usage Cycle Cycle Purchase Purchase Cycles Cycles © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Target Target Group Group
  16. 16. Message Factors Determining Frequency Message Message or Creative or Creative Factors Factors Message Complexity Message Complexity Message Uniqueness Message Uniqueness New Vs. Continuing Campaigns New Vs. Continuing Campaigns Image Versus Product Sell Image Versus Product Sell Message Variation Message Variation Wearout Wearout Advertising Units Advertising Units © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  17. 17. Media Factors Determining Frequency Clutter Clutter Repeat Repeat Exposures Exposures Scheduling Scheduling Media Media Factors Factors Editorial Editorial Environment Environment Attentiveness Attentiveness Number of Number of Media Used Media Used © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  18. 18. Determining Relative Cost of Media-Print Cost per thousand (CPM) CPM = Cost of ad space (absolute cost) Circulation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 1,000
  19. 19. Determining Relative Cost of Media-Broadcast Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  20. 20. Television Pros and Cons Advantages Disadvantages Mass Coverage Mass Coverage Low Selectivity Low Selectivity High Reach High Reach Short Message Life Short Message Life Impact of Sight, Sound Impact of Sight, Sound and Motion and Motion High Absolute Cost High Absolute Cost High Prestige High Prestige High Production Cost High Production Cost Low Cost Per Exposure Low Cost Per Exposure Clutter Clutter Attention Getting Attention Getting Favorable Image Favorable Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  21. 21. Radio Pros and Cons Advantages Disadvantages Local Coverage Local Coverage Audio Only Audio Only Low Cost Low Cost Clutter Clutter High Frequency High Frequency Low Attention Getting Low Attention Getting Flexible Flexible Fleeting Message Fleeting Message Low Production Cost Low Production Cost Well-segmented Audience Well-segmented Audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  22. 22. Magazine Pros and Cons Advantages Disadvantages Segmentation Potential Segmentation Potential Long Lead Time for Long Lead Time for Ad Placement Ad Placement Quality Reproduction Quality Reproduction Visual Only Visual Only High Information Content High Information Content Lack of Flexibility Lack of Flexibility Longevity Longevity Multiple Readers Multiple Readers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  23. 23. Newspaper Pros and Cons Advantages Disadvantages High Coverage High Coverage Short Life Short Life Low Cost Low Cost Clutter Clutter Short Lead Time for Short Lead Time for Placing Ads Placing Ads Low Attention Getting Low Attention Getting Ads Can Be Placed in Ads Can Be Placed in Interest Sections Interest Sections Poor Reproduction Quality Poor Reproduction Quality Timely (Current Ads) Timely (Current Ads) Selective Reader Exposure Selective Reader Exposure Reader Controls Exposure Reader Controls Exposure Can Be Used for Coupons Can Be Used for Coupons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  24. 24. Outdoor Pros and Cons Advantages Disadvantages Location Specific Location Specific Sort Exposure Time Sort Exposure Time High Repetition High Repetition Short Ads Short Ads Easily Noticed Easily Noticed Poor Image Poor Image Local Restrictions Local Restrictions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  25. 25. Direct Mail Pros and Cons Advantages Disadvantages High Selectivity High Selectivity High Cost Per Contact High Cost Per Contact Reader Controls Exposure Reader Controls Exposure Poor Image (Junk Mail) Poor Image (Junk Mail) High Information Content High Information Content Clutter Clutter Repeat Exposure Repeat Exposure Opportunities Opportunities © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  26. 26. Internet Pros and Cons Advantages Disadvantages User Selects Product User Selects Product Information Information Limited Creative Limited Creative Capabilities Capabilities User Attention and User Attention and Involvement Involvement Websnarl (Crowded Websnarl (Crowded Access) Access) Interactive Relationship Interactive Relationship Technology Limitations Technology Limitations Direct Selling Potential Direct Selling Potential Few Valid Measurement Few Valid Measurement Techniques Techniques Flexible Message Platform Flexible Message Platform Limited Reach Limited Reach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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