This document discusses media objectives and strategies. It provides guidelines for writing measurable and actionable media objectives that are derived from marketing objectives and focused on a specific goal. It also discusses how to write strategies that explain how the objective will be achieved through specific tactics. Additionally, it covers determining reach and frequency goals, using CPM and CPP to estimate budgets, and considering the pros and cons of different media types when developing an effective media mix.

1. MEDIA OBJECTIVES
AND STRATEGIES

2. Media Objectives & Strategies
• Statement of Facts
SWOT • Marketing Objectives
• Identify the Goal
Media
Objectives
• Define what is to be accomplished
• How to Achieve the Goal
Media
Strategies
• Specific tactics

3. Writing Media Objectives
• Derived from the marketing objectives
• Must be measurable and actionable
• Backed by research
• Focus on the goal – define exactly what you want to do
• What is to be accomplished?
• Objectives are interconnected, each affects the other
• Example: Over sixty percent of Brand X’s sales volume is
derived from target audience A. The goal of this campaign
is to increase the brand experience by 20% among target
audience A. The campaign will reach over 1 million in 15
markets using media A & B.

4. Writing Media Strategies
• Tells how to achieve the Media Objective
• Integration between objective & strategy
• Be direct and to the point
• Include rationale
• Define data points (brand experience = ?)
• Example: We will launch the campaign in March with
media A at a level of 350 GRPs. This level is appropriate
for a new campaign launch. Media schedule includes
programs A, C & D. In April, we will launch promotional
campaign in top 5 markets.

5. 6 Media Objectives & Strategies
Each requires an objective and strategy
• Target Audience & Media Mix
• Reach, Frequency & GRPs
• Scheduling & Timing
• Media Budget
• Geography
• Sales Promotion
• Internet Strategy – Covers any content requirements for
the website.
See MFP pages 29-31 for examples of each

6. General guidelines
• “A brilliant media strategy is totally wasted unless it is
communicated with brilliance”
• Keep it interesting, be direct
• Organization is key
• Builds a better case by flowing logically
• Helps with presentation
• Be specific; use numbers, percentages – not
generalizations
• Use tables & charts when appropriate, but explain in
preceding paragraph.
See MFP pages 34-35 for list of Dos and Don’ts

7. DETERMINING REACH
& FREQUENCY GOALS

8. Determining Reach & Frequency Goals
• How much reach is enough?
• Reach follows a curve that flattens as GRPs increase.
• Highest Reach – 99%
• Moderate Reach – 70% to 75%
• Lowest Reach – 50% to 60%
• 50% is minimum for brand survival
• Use flighting schedule to achieve a higher reach over a shorter
period of time – avoid dilution of the media plan

9. Determining Reach & Frequency Goals
• How much frequency is enough?
• Once reach begins to plateau, frequency continues to
increase.
• Highest Average Frequency – 12
• Depending on creative, can run the risk of “wearout”
• Lowest Average Frequency – 2 to 3
• Minimum frequency
• Ostrow Model – used to estimate effective frequency
• Marketing Factors
• Copy Factors
• Media Factors

10. Ostrow Model
• Begin with 3.0 frequency
• Use questions in the model to determine a score to add or
subtract from the benchmark
• Factors that increase frequency
• New brand, low market share, complex copy, pulsed/flighted
campaign, higher ad clutter in media mix
• Factors that decrease frequency
• Established brand, high brand loyalty, simple copy, continuous
media schedule
See MFP page 37 for Ostrow Model questions

11. Optimize Reach or Frequency?
Optimize Reach Optimize Frequency
• Few competitors • Many competitors
• Strong established brand • Less established brand
• Brand leader in category • Low brand awareness
• Infrequent purchase • Low involvement purchase
• Continuous advertising decision
schedule • Lower priced goods /
• Powerful creative services
• Ad message easily • Strong competition in
understood category
• Major sales promotion • Complex ad message
launch • Flighted schedule
• Seasonal peak for sales • Frequent purchase

12. CPM & CPP

13. CPM & CPP
• Used to compare costs across various media
CPM = (total cost / total impressions) x 1000
• Reported in dollars and cents
• Typically used for print and digital media
CPP = total cost / total GRPs
• Round to the nearest dollar
• Used for broadcast media

14. Using CPM / CPP to estimate budgets
• Situation: Client wants to know an estimate for what a 4
week TV flight would cost in the Charlotte market
• Use CPP to estimate budget
• Use CPP averages provided by stations or previous research
• Estimate weekly GRP level (ex. 125 GRPs)
• Multiply CPP by estimated weekly GRPs to get weekly budget
• Multiply by number of weeks
• Use CPM to estimate digital budgets
• Average CPM of digital banners
• Multiply by impression level (in thousands)
• Same principle can be applied across several markets /
dayparts / mediums

15. MEDIA MIX
Pros & Cons of Media Types

16. Media Mix
• Important to have an effective mix of media
• Increases reach & frequency
• Allows for multiple touchpoints
• Use research on target audience to drive media mix
choices
• Think about “Day in the Life”
• What media is important to the target?
• Which media do they spend the most time with?
• Which media are they influenced by?

17. Print
Newspaper Magazines
Pros Pros
• Local targeting • Demo / Content targeting
• Immediacy • Creative reproduction
• Longer shelf life
Cons Cons
• Production quality • Long lead time (deadlines)
• Cost • High CPM costs
• Short shelf life

18. Broadcast
TV Radio
Pros Pros
• High Reach • High Frequency
• High Impact • Format
targeting
Cons Cons
• Heavy clutter • Limited to audio
• Short air time • Short air time

19. Out-of-Home (OOH)
Billboards
Pros
• High frequency
• High reach
• Low CPM
Cons
• Short messaging
• Hard to measure
• High initial cost

20. QUESTIONS?