Media Planning and Strategy

Satellite radio stations 2 Satellite radio stations 2 The Traditional Media Landscape Broadcast networks (TV and cable) 100 Broadcast networks (TV and cable) 100 TV stations 3,510 TV stations 3,510 Consumer magazines 5,340 Consumer magazines 5,340 Newspapers (daily and weekly) 8,100 Newspapers (daily and weekly) 8,100 Radio stations 13,898

A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Media Terminology Media Planning Media Planning Media Objectives Media Objectives Media Strategy Media Strategy Media Broadcast Media Broadcast Media

Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period The potential audience that might receive the message through the vehicle Number of different audience members exposed at least once in a given time period The specific carrier within a medium category Publications such as newspapers, magazines, direct mail, outdoor, etc. Media Terminology Print Media Print Media Media Vehicle Reach Coverage Frequency

Selecting media within class Selecting broad media classes Determining media strategy Media use decision — print Media use decision — print Media use decision — broadcast Media use decision — broadcast Media use decision — other media Media use decision — other media Selecting media within class Determining media strategy Selecting broad media classes Developing the Media Plan Setting media objectives Marketing strategy plan Creative strategy plan Marketing strategy plan Situation analysis Creative strategy plan Situation analysis

Measurement Problems Measurement Problems Lack of Information Inconsistent Terms Inconsistent Terms Time Pressure Time Pressure Inconsistent Terms Inconsistent Terms Lack of Information Measurement Problems Measurement Problems Media Planning Difficulties Problems in Media Planning Problems in Media Planning

Evaluate performance Implement media strategy Develop media strategy Establish media objectives Analyze the market Implement media strategy Develop media strategy Establish media objectives Analyze the market Developing the Media Plan

Analyzing Market Potential Percentage of users in a demographic segment Percentage of population in the same segment Index = X 100 Index Number

Brand and Category Analysis Percentage of brand to total U.S. sales in market Percentage of total U.S. population in market BDI =X 100 Brand Development Index

Brand and Category Analysis Percentage of total product category sales in market Percentage of total U.S. population in market CDI =X 100 Category Development Index

Test Your Knowledge In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A)high market share; good market potential B)low market share; good market potential C)high market share; monitor for sales decline D)low market share; poor market potential

High market share Good market potential High market share Good market potential High market share Good market potential High market share Good market potential Brand and Category Analysis Low CDI High CDI High BDI Low market share Good market potential Low BDI High market share Monitor for sales decline High market share Monitor for sales decline High market share Monitor for sales decline High market share Monitor for sales decline Low market share Poor market potential Low market share Poor market potential

The market usually represents good sales potential for both the product and the brand. Brand and Category Analysis Low CDI High CDI High BDI The product category shows high potential but the brand isn’t doing well; the reason should be determined. Low BDI The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline. Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

Target Market Proportion Full Market Coverage Partial Market Coverage Exceeding Market Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure

Three Scheduling Methods Continuity Pulsing Flighting JanFebMarAprMayJunJulAugSepOctNovDec

Reach and Frequency A. Reach of One Program Total market audience reached B. Reach of Two Programs Total market audience reached C. Duplicated Reach of Both Total reached with both shows D. Unduplicated Reach of Both Total reach less duplicate

Graph of Effective Reach Figure 10-22

Target Group Brand History Share of Voice Purchase Cycles Brand Loyalty Brand Share Usage Cycle Purchase Cycles Share of Voice Brand History Usage Cycle Brand Share Brand Loyalty Marketing Factors Determining Frequency Marketing Factors

Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Wearout Message Variation Image Versus Product Sell New Vs. Continuing Campaigns Message Uniqueness Message Complexity Message Factors Determining Frequency Message or Creative Factors Message or Creative Factors

Clutter Number of Media Used Repeat Exposures Editorial Environment Scheduling Attentiveness Number of Media Used Editorial Environment Repeat Exposures Clutter Media Factors Determining Frequency Media Factors

Market opportunities Market threats Availability of media Changes in media or media vehicle Availability of media Market threats Market opportunities Flexibility in Media Planning Strategies Flexibility

Test Your Knowledge Why should an effective media strategy be flexible? A)due to the potential development of new advertising media B)due to an alteration of a competitor's media schedule C)due to the unavailability of the desired medium D)due to a drop in the ratings of a show previously on the media schedule E)due to all of the above

Determining Relative Cost of Media-Print Cost of ad space (absolute cost) Circulation CPM =X 1,000 Cost per thousand (CPM)

Calculating CPM Based on the Target Audience

Determining Relative Cost of Media-Broadcast CPRP = Cost of commercial time Program rating Cost per rating point (CPRP)

Short message life High production cost Low selectivity High absolute cost Clutter Mass coverage High reach Impact of sight, sound and motion High prestige Low cost per exposure Attention getting Favorable image High production cost High absolute cost Short message life Low selectivity Favorable image Attention getting Low cost per exposure High prestige Impact of sight, sound and motion High reach Mass coverage Television Pros and ConsAdvantagesDisadvantages

Clutter Fleeting message Audio only Low attention getting Local coverage Low cost High frequency Flexible Low production cost Well-segmented audience Low attention getting Clutter Audio only Well-segmented audience Low production cost Flexible High frequency Low cost Local coverage Radio Pros and ConsAdvantagesDisadvantages

Visual only Long lead time for ad placement Lack of flexibility Segmentation potential Quality reproduction High information content Longevity Multiple readers Visual only Long lead time for ad placement Multiple readers Longevity High information content Quality reproduction Segmentation potential Magazine Pros and ConsAdvantagesDisadvantages

Clutter Poor reproduction quality Short life Low attention getting High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons Selective reader exposure Poor reproduction quality Low attention getting Clutter Short life Can be used for coupons Reader controls exposure Timely (current ads) Ads can be placed in interest sections Short lead time for placing ads Low cost High coverage Newspaper Pros and ConsAdvantagesDisadvantages

Short ads Local restrictions Short exposure time Poor image Location specific High repetition Easily noticed Poor image Short ads Short exposure time Easily noticed High repetition Location specific Outdoor Pros and ConsAdvantagesDisadvantages

Poor image (junk mail) High cost per contact Clutter High selectivity Reader controls exposure High information content Repeat exposure opportunities Poor image (junk mail) High cost per contact Repeat exposure opportunities High information content Reader controls exposure High selectivity Direct Mail Pros and ConsAdvantagesDisadvantages

Websnarl (crowded access) Few valid measurement techniques Limited creative capabilities Technology limitations Limited reach User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform Few valid measurement techniques Technology limitations Websnarl (crowded access) Limited creative capabilities Flexible message platform Direct selling potential Interactive relationship User attention and involvement User selects product information Internet Pros and ConsAdvantagesDisadvantages

Test Your Knowledge In terms of media vehicles, ______ would be most efficient medium for the “Got Milk” slogan. A)television B)interactive media C)radio D)outdoor E)newspapers