1. Chapter 14
Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand

2. Measured and Unmeasured Media
Television
Radio
Newspapers
Magazines
The Internet
Outdoor media
Direct mail
Promotion
Co-op
Couponing
Catalogs
Special events
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3. Media Planning Media Plan Media Class Media Vehicle
Specifies media in which advertising message will be placed to reach a desired audience
Media Class
Broad category of media, such as TV, radio, or newspapers
Media Vehicle
Specific option within a class, i.e., Vogue
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4. The Media Plan Media Objectives a. Reach the target audience
b. Geographic scope of placement
c. Message weight
Media Choices
a. Media mix
b. Media efficiency (CPM, CPRP)
c. Competitive media assessment
Media Strategies
a. Reach and frequency
b. Continuity
c. Audience duplication
d. Length / size of advertisements
Media Scheduling and Buying
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5. Media Objectives 1. Reach the target audience
Demographic, geographic, lifestyle / attitude define choices
Single-source tracking services help identify effect of placements
2. Geographic scope of media placement
Distribution area determines media choice
Geo-targeting of regions of high-purchase density
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3. Message weight
Gross impressions, message impressions
Between-vehicle / within-vehicle duplication

6. Media Strategies Reach and Frequency: Continuity:
Gross rating points (GRP)
Effective frequency
Effective reach
Continuity:
Continuous scheduling
Flighting
Pulsing
Length or Size of Ads:
Creative requirements
Media budget
Competitive environment
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7. Media Choices: Media Mix
Concentrated:
Assorted:
May allow dominance in one medium
Heightened brand familiarity, especially within low exposure markets
High-visibility media help create trade channel loyalty, enthusiasm and preference
Concentrated media buys may result in volume discounts
Allows individual targeting of diverse market segments
Messages in different media may enhance learning
Increases reach compared with concentrated placement
Greater probability of reaching diverse media audiences
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8. Media Choices: Media Efficiency
CPM =
cost of media buy
total audience
X 1000
CPM-TM =
cost of media buy
targeted audience
X 1000
CPRP =
$$$ for a program placement
program rating
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9. Media Choices: Internet
Covered in detail in Chapter 16
Growth in use but not in rates
Difficulty in assessing size of audience
Hard to determine what kinds of “ads” really work on the Internet
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10. Media Choices: Competitive Media Assessment
Share of Voice: Any one advertisers brand advertising expenditures relative to overall spending in a product category.
Particularly important assessment when all competitors are focused on a narrowly defined target audience.
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11. Media Scheduling and Buying
Heavy-up scheduling:
Heavily scheduling media when consumers are likely to buy
Media buying:
Securing the electronic media time and print space specified in the schedule
Agency of record
The advertising agency chosen to purchase time and space
Media-buying service
An independent organization that buys and resells blocks of media to advertisers.
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12. Computer Planning Models
Media planners rely heavily upon
computer databases and custom
analytical software to assess a wide
range of possibilities before making
costly media buys
Electronic Data Services
Lack industry standards for measures and reports
May not offer preferable content and depth
Typically to not analyze media that they do not measure
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13. Challenges 1. The proliferation of media options
2. Insufficient & inaccurate information
3. Escalating media costs
4. Interactive media
5. Media Choice and integrated brand promotion
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14. IBP Implications
Reliance on mass media will be reduced for more highly targeted vehicles
Media impact data will used to compare placement alternatives
Planners become more knowledgeable about alternative media choices
Central control will help to seamlessly integrate multiple media
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