Mcom 341-20 Media Planning 2

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Mcom 341-20 Media Planning 2

  1. 1. Media Planning & Buying 2<br />
  2. 2. Class Objectives<br />Identify the factors that influence media strategy and tactics<br />Describe the different advertising schedules and their purposes<br />Explain the role of the media buyer<br />
  3. 3. Adimpressions<br />Grossimpressions<br />Gross ratingpoints(GRPs)<br />Defining Media Objectives<br />Message-Distribution Objectives<br />AudienceSize<br />MessageWeight<br />AudienceAccumulation& Reach<br />ExposureFrequency<br />Continuity<br />
  4. 4. Developing a Media Strategy: The Media Mix<br />The 5 Ms<br />Media<br />Markets<br />Mechanics<br />Methodology<br />Money<br />Selecting & scheduling media to get the desired message weight, reach, frequency & continuity.<br />The various targets of a media plan – the audiences<br />How much to budget and where to allocate it<br />All communi-cation vehicles available to a marketer, anything you can put your name on<br />The details of buying each medium: air time, ad sizes, rates, production costs, etc.<br />
  5. 5. PlanScope<br />Media Mix: Scope<br />Markets, Money, Media<br />Regional scope<br /><ul><li>Several adjoining metros
  6. 6. Whole state or multiple neighboring states
  7. 7. Local media
  8. 8. Regional editions of national magazines
  9. 9. Spot radio, TV
  10. 10. Internet advertising</li></ul>Local scope<br /><ul><li>Product available in one market
  11. 11. City chosen as test market
  12. 12. Local media used</li></ul>DecisionFactors<br />National scope<br /><ul><li>Several regions or entire country
  13. 13. Network TV & radio
  14. 14. National magazines & newspapers
  15. 15. Internet</li></ul>International scope<br /><ul><li>Product available globally
  16. 16. National media
  17. 17. Media in a variety of types & from many countries</li></li></ul><li>PlanScope<br />BrandDevelopment<br />Market’sSalesPotential<br />CategoryDevelopment<br />Media Mix: Sales Potential<br />Markets & Money<br />DecisionFactors<br />
  18. 18. Brand Development Index<br />Brand Development Index (BDI) indicates sales strength of a brand in a specific market.<br />BDI = % of brand’s total U.S. sales in area x 100<br />% of total U.S. population in area<br />Los Angeles makes up 1.58% of Brand X Shoes’ total U.S. sales. The city has 2% of the total U.S. population.<br />BDI < 100 = poor brand development<br />BDI > 100 = good brand development<br />BDI = 1.58x 100 = 79<br />2<br />
  19. 19. Category Development Index<br />Category Development Index (CDI) indicates sales strength of a whole product category in a specific market.<br />CDI = % of product category’s total U.S. sales in area x 100<br /> % of total U.S. population in area<br />If Los Angeles makes up 4.92% of total shoe category sales in the U.S., then…<br />CDI < 100 = poor category sales<br />CDI > 100 = good category sales<br />CDI = 4.92x 100 = 246<br />2<br />
  20. 20. What Do BDI & CDI Indicate?<br />BDI and CDI help the media planner determine a media strategy for the market.<br />Low brand sales, strong category: Problem or opportunity?<br />
  21. 21. Competition& Budget<br />Media Mix: Competition & Budgets<br />Media, Mechanics & Methodology<br />PlanScope<br />BrandDevelopment<br />Market’sSalesPotential<br />CategoryDevelopment<br />DecisionFactors<br />Who’s the competition? <br /> What media are they using? <br /> How much are they spending? <br />
  22. 22. Competition& Budget<br />MediaAvailability &Economics<br />Media &Mood ofMessage<br />Media Mix: Availability & Mood<br />Media & Methodology<br />PlanScope<br />Availability & Economics<br /><ul><li>Legal restrictions
  23. 23. Literacy rates
  24. 24. Income & education levels</li></ul>BrandDevelopment<br />Market’sSalesPotential<br />CategoryDevelopment<br />DecisionFactors<br />Mood of Message<br /><ul><li>Complexity of message
  25. 25. Attention needed
  26. 26. Emotional appeal</li></li></ul><li>
  27. 27. MessageSize &Position<br />Media Mix: Message Size & Positioning<br />Media & Mechanics<br />The nature of each medium and the advertiser’s message dictate the media to use and how often to use them. (Pros & Cons)<br />PlanScope<br />BrandDevelopment<br />Market’sSalesPotential<br />CategoryDevelopment<br />DecisionFactors<br />Competition& Budget<br />MediaAvailability &Economics<br />Media &Mood ofMessage<br />
  28. 28. Impact of Ad Size, Color & Reach<br />
  29. 29. BuyerPurchasePatterns<br />Media Mix: Buyer Purchase Patterns<br />All 5 M’s<br />How, how often, when & where is product bought?<br />PlanScope<br />BrandDevelopment<br />Market’sSalesPotential<br />CategoryDevelopment<br />DecisionFactors<br />Competition& Budget<br />MessageSize &Position<br />MediaAvailability &Economics<br />Media &Mood ofMessage<br />
  30. 30. Campaign objectives & strategy<br />Audience characteristics<br />Exposure, attention & motivation<br />Cost efficiency (CPM & CPP)<br />Media Tactics<br />Criteria for SelectingMedia Vehicles<br />
  31. 31. Media Tactics<br />Synergy of Mixed Media<br />
  32. 32. Continuous<br />Flighting<br />Pulsing<br />Media Tactics<br /><ul><li>Continuous: advertising runs steadily and varies little
  33. 33. Flighting: alternates periods of advertising with periods of no advertising
  34. 34. Pulsing: mixes continuous and flighting strategies, maintaining a low level of consistent advertising with period heavy pulses</li></ul>Scheduling Methods<br />
  35. 35. Scheduling Patterns: <br />Three ways to schedule the same number of GRPs<br />
  36. 36. Role of the Print Media Buyer<br />Media Buyers often specialize in one medium or another and are responsible for: <br />Knowing the marketplace<br />Negotiating the buy<br />Monitoring performance<br />

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