Transcript Ch. 10 Media Planning and Strategy - UAH

Ch. 10 Media Planning and Strategy
Basic Terms and Concepts
Media Planning: the series of decisions involved in delivering the message to
the target audience.
Media Plan: the actual document detailing these decisions.
Media Objectives: the objectives sought by the media plan.
Media Strategies: the plans of action designed to attain the media objectives.
Medium: the general category of media channels such as broadcast, print, etc.
Media Vehicle: the specific carrier in a media category (TV, Radio, etc.)
Reach: the number of potential audience member exposed at least once to a
media vehicle in a given period of time (often in %).
Coverage: the potential audience that might receive a message through a
vehicle (often in %)
Frequency: the number of times the receiver is exposed to the media vehicle
in a given time period.
Developing the Media Plan
Market Analysis
Establishment of
media objectives
Media Strategy
development
and implementation
Evaluation and
follow-up
Market Analysis
• To whom shall we advertise?
Index = Percentage of users in a demographic segment
Percentage of population in the same segment
x 100
Age
Population in
Product Use
Segment
Segment (%)
in Segment (%)
Index
-------------------------------------------------------------------------------18-24
15.1
18.0
119
25-34
25.1
25.0
100
35-44
20.6
21.0
102
45+
39.3
36.0
91
Questions:
1) What does an index of 100, >100, and <100 mean?
2) Will “population in a segment” sum to 100%? Why or why not?
3) Will “product users in a segment” sum to 100%? Why or why not?
Market Analysis (cont.)
• What internal and external factors are influencing?
Internal Factors
External Factors
Market Analysis (cont.)
• Where to promote (geographically)?
1) Buying Power Index (or Living Expense Index)
2) The Brand Development Index (BDI)
BDI = Percentage of brand to total U.S. sales in the market x 100
Percentage of total U.S. population in the market
3) The Category Development Index (CDI)
CDI = Percentage of product category total sales in the market x 100
Percentage of total U.S. population in the market
Questions:
1) What does BDI and CDI mean?
2) What do combinations of BDI and CDI tell us? (e.g., Pepsi & Coke)
Establishing Media Objectives
Media objectives are the goals for the media
program and should be limited to those that
can accomplished through media strategies.
Such objectives are often expressed in terms of
coverage, reach, frequency, scheduling, etc.
Developing & Implementing Media Strategy
• Developing a Media Mix
• Determining Target Market Coverage (exceedingly, fully, partially)
• Determining Geographic Coverage (different areas might receive
different form and degree of media emphasis)
• Scheduling (continuity, flighting, pulsing)
• Reach versus Frequency (trade-off b/t them)
• Creative Aspects and Mood (selecting appropriate media to match
the Ads)
• Flexibility
• Budget Considerations
Reach versus Frequency
1) Determine what levels of reach and frequency are needed
2) Establishing reach and frequency objectives (un/duplicated)
3) Gross Rating Points (GRPs) and Target ratings points (TRPs)
GRP = Reach (%) x Frequency
Reach versus Frequency (cont.)
4) Determining effective reach
• Effective reach represents the percentage of a vehicle’s
audience reached at each effective frequency increment.
• Average frequency: the average number of times the target
audience reached by a media schedule is exposed to the
vehicle over a specified period.
Ex: 50% of audience is reached 1 time; 30% is reached 5
times; 20% is reached 10 times. Thus the average
frequency is 4.0.
Budget Considerations
Absolute cost of media: the actual cost to place the ad in the medium
Relative cost of media: the relationship b/t the price for advertising time
or space and the size of the audience delivered.
1) Cost per thousand (CPM) for magazine industry
CPM = Cost of ad space (absolute cost) x 1,000
Circulation
2) Cost per ratings point (CPRP) for broadcast media
CPRP = Cost of commercial time
Program rating
3) Daily inch rate for newspaper
Cost per column inch of the paper
Evaluation and Follow-up
To determine the media program’s effectiveness, two
questions need to be answered:
1) How well did these strategies achieve the media
objectives?
2) How well did this media plan contribute to attaining
the overall marketing and communications objectives?