1. Media Planning and Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Planning Media Planning Media Objectives Media Objectives Media Strategy Media Strategy Media Broadcast Media Broadcast Media

3. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Print Media Print Media Media Vehicle Reach Coverage Frequency

4. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Setting Media Objectives Marketing Strategy Plan Creative Strategy Plan Marketing Strategy Plan Situation Analysis Creative Strategy Plan Situation Analysis

5. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Problems in Media Planning Problems in Media Planning

6. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Brand and Category Analysis © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Percentage of brand to total U.S. sales in market Percentage of total U.S. population in market BDI =X 100 Brand Development Index

8. Brand and Category Analysis © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Percentage of total product category sales in market Percentage of total U.S. population in market CDI =X 100 Category Development Index

9. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

10. The market usually represents good sales potential for both the product and the brand. Brand and Category Analysis © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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.

11. Target Market Proportion Full Market Coverage Partial Market Coverage Exceeding Market Target Audience Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Population excluding target market Target market Media coverage Media overexposure

12. Three Scheduling Methods © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Continuity Pulsing Flighting JanFebMarAprMayJunJulAugSepOctNovDec

13. Reach and Frequency © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

14. Graph of Effective Reach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Figure 10-22 +

15. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Factors

16. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message or Creative Factors Message or Creative Factors

17. Clutter Number of Media Used Repeat Exposures Editorial Environment Scheduling Attentiveness Number of Media Used Editorial Environment Repeat Exposures Clutter Media Factors Determining Frequency © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Factors

18. Determining Relative Cost of Media-Print © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cost of ad space (absolute cost) Circulation CPM =X 1,000 Cost per thousand (CPM)

19. Determining Relative Cost of Media-Broadcast © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CPRP = Cost of commercial time Program rating Cost per rating point (CPRP)

20. 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 Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

21. 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 Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

22. 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 Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

23. 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 Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

24. Short Ads Local Restrictions Sort Exposure Time Poor Image Location Specific High Repetition Easily Noticed Poor Image Short Ads Sort Exposure Time Easily Noticed High Repetition Location Specific Outdoor Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

25. 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 Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

26. 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 Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages