15-2 Objectives_1 Describe how a media plan helps accomplish a company’s marketing and advertising objectives Explain the importance of creativity in media planning Define reach and frequency and debate the issues surrounding the concept of effective frequency
15-3 Objectives_2 Discuss how reach, frequency, and continuity are related Calculate gross rating points and cost per thousand Identify the factors that influence media strategy and tactics Describe different types of advertising schedules and the purpose for each Explain the role of the media buyer
15-4 The Purpose of Media Planning To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time
15-5 Media Planning Decisions Where should we advertise? Which media vehicles should we use? When during the year should we concentrate our advertising? How often should we run the advertising? What opportunities are there to integrate our media advertising with other communication tools?
15-6 Exhibit 15-1 U.S. Ad Spending by Medium
15-7 Media Challenges Increasing media options Increasing audience fragmentation Increasing costs Increasing complexity in media buying and selling Increasing competition
15-8 The Media Planning Framework Setting media objectives Determining media strategy Selecting media classes Selecting media within classes Making media use decisions
15-9 Sample Media Objectives: Econo Foods To target large families with emphasis on the family’s food purchaser To concentrate the greatest weight in urban areas To provide extra weight during the introductory period and then continuity throughout the year To deliver impressions to every region in relation to regional food store sales
15-10 Message Distribution Objectives Audience Size and Message Weight Exposure Frequency Accumulation and Reach Continuity
15-11 Optimizing Reach, Frequency, and Continuity Reach, frequency, and continuity have an inverse relationship. In this example, an advertiser can reach 6,000 people at once, 3,000 people 5.5 times, or 1,000 people 9 times.
15-12 Advertising Response Curve The S-shaped curve suggests that at a low frequency there is little response. Once the threshold is crossed, there is a dramatic response. But once saturation occurs, response slows or declines
15-13 The 5 Ms in Media Strategy Markets MechanicsMoney MediaMethodology
15-14 Factors Influencing Media Strategy Scope Sales potential Competitive strategies Budget considerations Media availability Nature of specific medium Message mood Message size, length, and position Buyer purchase patterns
15-15 Exhibit A comparison of the BDI and CDI indicates which markets may respond best to advertising When BDI and CDI are both high, advertising will work best
15-16 Criteria for Selecting Specific Media Vehicles Overall campaign objectives and strategy Characteristics of media vehicle’s audience Exposure, attention, and motivation value of media vehicles Cost efficiency of media vehicles
15-17 Five Factors that Affect the Probability of Ad Exposure The senses used to perceive messages from the medium How much and what kind of attention the medium requires Whether the medium is an information source or a diversion Whether the medium or program aims at a general or specialized audience The placement of the ad in the vehicle
15-18 Six Factors Increase Attention Value Audience involvement Specialization Extent of competition Quality of reproduction Audience familiarity Timeliness of exposure
15-19 Considering Cost Efficiencies What is the CPM for each vehicle? What is the TCPM for each vehicle? What is the CPP for each vehicle? How much of the vehicle’s audience matches the target market? Can the vehicle satisfy the campaign’s objectives? Does the vehicle offer attention, exposure, and motivation value?
15-20 Reasons for Using Mixed Media To reach more people To provide repeat exposure To extend the creative effectiveness of the campaign To deliver supplementary materials (like coupons) To produce synergy
15-22 Key Skills of Media Buyers Know the marketplace Negotiate the buy Monitor performance
15-23 Key Terms_1 Advertising impression Advertising response curve Attention value Audience objectives Blinking Brand development index (BDI) Bursting Category development index (CDI) Circulation Continuity Continuous schedule
15-24 Key Terms_2 Cost efficiency Cost per point (CPP) Cost per thousand (CPM) Distribution objectives Effective frequency Effective reach Exposure value Five Ms Flighting Frequency Gross impression Gross rating point
15-25 Key Terms_3 Markets Mechanics Media Media buyer Media planning Media vehicles Message weight Methodology Mixed-media approach Money Motivation value Opportunity to see (OTS) Pass-along rate