chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy: Finding Links to the Market How communications media help advertisers achieve marketing and advertising objectives Chapter

9-3 Chapter 9 Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Define reach & frequency and debate the effective- frequency controversy Discuss how reach, frequency, and continuity are related Name secondary research sources and describe their use Calculate gross rating points (GRP) and cost per thousand (CPM) Describe the different advertising schedules and their purposes

9-4 Media Planning: Decisions and Issues Where? Which media? What time of year? How often? How to integrate? Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign Insert photo 9.2, p. 272 Volkswagen/iPod left panel Position = 2.9” horiz., 3.0” vertical Size = 2.1” WIDE Resolution: 300 dpi MAINTAIN ANIMATION Insert photo 9.2, p. 272 Volkswagen/iPod right panel Position = 2.9” horiz., 5.4” vertical Size = 2.2” TALL Resolution: 300 dpi MAINTAIN ANIMATION

9-5 Media Planning: Increasing Media Options Challenges Greater audience fragmentation More media options Rising costs More competitors Media complexity San Diego Union Tribune delivery trucks carry a message

9-6 Media Planning: Increasing Media Options U.S. ad spending by medium Insert ex. 9-1, p. 272 U.S. ad spending by medium Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

9-7 Situation Analysis Set media objectives Role of Media: Media Planning Activities Marketing Plan Advertising Plan Determine media strategy Select media classes Select media within classes Media use decisions BroadcastPrintOther media

9-8 Ad impressions Gross impressions Gross rating points (GRPs) Defining Media Objectives Message-Distribution Objectives Audience Size Message Weight Audience Accumulation & Reach Exposure Frequency Continuity

9-9 Defining Media Objectives Insert ex. 9-9, p. 284 Combined reach of two media Position = 0.35” horiz., 2.45” vertical Size = 8.3” WIDE Resolution: 300 dpi Combined reach of two media

9-10 Optimizing Reach, Frequency, & Continuity Reach, frequency, and continuity have an inverse relationship Insert ex. 9-10, p. 285 Reach, frequency, and continuity Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

9-11 Recency planningAd response curve Optimizing Reach, Frequency, & Continuity Effective Frequency Effective Reach Insert ex. 9-11, p. 286 Advertising response curves Position = 1.75” horiz., 3.25” vertical Size = 2.8” TALL Resolution: 300 dpi MAINTAIN ANIMATION

9-12 Developing a Media Strategy: The Media Mix The 5 Ms MediaMarketsMoneyMechanicsMethodology

9-13 Brand Development Category Development Developing a Media Strategy: The Media Mix Market’s Sales Potential Plan Scope Decision Factors

9-14 Developing a Media Strategy: The Media Mix Insert ex. 9-12, p. 289 BDI and CDI chart Position = 0.35” horiz., 3.6” vertical Size = 2.45” TALL Resolution: 300 dpi Brand Development Index and Category Development Index

9-15 Developing a Media Strategy: The Media Mix Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development

9-16 Developing Media Strategy: Media Mix Right Between the Ears ad matches the mood of the radio comedy show Insert photo 9.10, p. 293 Right Between the Ears ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

9-17 Developing a Media Strategy: The Media Mix Message Size & Position Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development

9-18 Developing a Media Strategy: The Media Mix Color and size vs. reach and frequency Insert ex. 9-14a, p. 293 Effect of size Position =.35” horiz., 1.5” vert. Size = 3.5” WIDE Resolution: 300 dpi Insert ex. 9-14b, p. 293 Effect of size and color Position = 0.35” horiz., 4.05” vert. Size = 7.5” WIDE Resolution: 300 dpi

9-19 Developing a Media Strategy: The Media Mix Buyer Purchase Patterns Message Size & Position Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development

9-20 Media Tactics Economics of Foreign Media Synergy of Mixed Media Scheduling Methods Cost efficiency (CPM & CPP) Exposure, attention, & motivation Audience characteristics Campaign objectives & strategy Pulsing ContinuousFlighting Criteria for Selecting Media Vehicles

9-21 Media Tactics Three ways to schedule the same number of GRPs Insert ex. 9-15, p. 298 Scheduling total GRPs Position =.35” horiz., 0.4” vertical Size = 3.2” WIDE Resolution: 300 dpi

9-22 Media Tactics Economics of Foreign Media Synergy of Mixed Media Scheduling Methods Cost efficiency (CPM & CPP) Exposure, attention, & motivation Audience characteristics Campaign objectives & strategy Pulsing ContinuousFlighting Scheduling Software Criteria for Selecting Media Vehicles

9-23 Media Tactics SRDS ad for its Media Planning System Insert SRDS media solutions ad (p. 299) Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi