1. Media Strategy & Planning
with Duane Weaver

2. MEDIA PLANNING - Changes
Agency Compensation (15% stat…now negotiated individually)
More Media (e.g. internet)
Media outlets are large and powerful now
Thinner margins for Media Agencies
ROI more important
Globalization
Consumers get Free Content
E-Commerce
Hyper-Clutter
Ethnic Media (on the increase)

3. Media Planning Process
Media Plan – specifies the media for messages to target audience
Media Class – broad category of media (tv, radio, etc.)
Media Vehicle – that particular class’s option (e.g. Nanaimo Daily News for newspaper)
Media Mix – the effective blend of media used to obtain best GRP (reach and frequency).

4. Reach and Frequency
Reach – number of people or households in a target audience that are exposed to the vehicle.
Frequency – average number of times an individual or household within the target audience is exposed to the vehicle within a given time period.
GRP = Gross Rating Point = reach X frequency
Effective Frequency – number of times a target audience needs to be exposed before the advertiser’s objectives are reached.

5. Reach and Frequency
Continuity – pattern of placement of advertisements in the media schedule:
Continuous
Flighting
Pulsing

6. MEASURING MEDIA EFFICIENCY
CPM (Cost Per Thousand) – dollar cost of reaching 1,000
CPM-TM (CPM per Target Market)
CPRP (Cost per Rating Point)
Share of Voice = one brand’s ad expenditures divided by total product category expenditures in a medium

7. MEDIA TYPES - Newspapers
Advantages
Geographic Selectivity
Timeliness
Creative Opp’s (lots of info at low cost)
Credibility
Audience Interest
Cost (low cost)
Disadvantages
Limited Segmentation
Creative constraints (low quality print medium)
Cluttered
Short Life

8. Media Types - Magazines
Advantages
Audience Selectivity
Audience Interest
Creative Opportunities (better quality printing)
Long Life (saved issue by issue by subscribers)
Disadvantages
Limited reach and frequency
Clutter
Long lead times
Cost (more expensive than newspaper)

9. Media Types – TV TV advantages – TV disadvantages – Creative opp’s
Coverage, Reach, Repetition
Cost per contact (for broad masses)
Audience Selectivity
TV disadvantages –
Fleeting Message
High Absolute cost
Poor Geographic selectivity
Poor Audience attitude and attentiveness
Clutter

10. Types of Advertising - Radio
Advantages
Cost (tends to be most cost effective per target audience)
Reach and Frequency – widest exposure (portable medium)
Target Audience Selectivity – geographic, demographic and psychographic
Disadvantages
Poor audience attentiveness
Creative limitations
Fragmented audiences
Chaotic buying procedures

11. DISCUSSION