Transcript Advertising and Promotion - Education

Chapter 10
Media Planning and Strategy
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Some Basic Term and Concept
• Media Planning: A Series of decisions involved in
delivering the promotional message to the
prospective purchasers of the product or brand
• Media strategies: Plans and action designed to
attain these objectives
• Medium: The general category of delivery
systems which include media TV& Radio
• Reach: is a measures of the number of different
audience member exposed at least once to media
vehicle in given period of time.
• Coverage : Refer to the potential audiences that
might receive the message through vehicle.
Problems in Media Planning
• Insufficient information: No data about the new audiences
or existing program
• Inconsistent terminologies Methods to measure the cost
such as CPM cost per thousand used by print media Or
CPRP cost per rating point used by broadcast media
• Time pressures: Advertisers always in hurry because they
need to be or the think they need to be.
• Difficulty measuring effectiveness: that’s why the managers
of media decisions always is not quantitative.
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
Slide 10-1
Developing the Media Plan
Market
analysis
Establishment of
media objectives
Irwin/McGraw-Hill
Media strategy
development and
implementation
©The McGraw-Hill Companies, Inc., 1998
Evaluation
and follow-up
Slide 10-2
Figure 10-3
• Market Analysis And target Market identification:
• To whom shall we advertise?
• Index Number : is considered a good indicator of
the potential market
• = percentage of users in demographic segment Х 100
•
Percentage of population in the same segment
Helping marketers to determine which group are now using
the product and target them or that using the product less
and develop that segments.
• What internal and external factors influences
• Where to promote?
• Brand developing index (BDI)
• Helps marketers factor the rate of product usage
by geographic area.
• = percentage of brand to total sales in market Х 100
Percentage of total population in the market
• The category of development index (CDI)
CDI = percentage of product category total sales in market
Х 100
Percentage of total population in the market
• Helping marketers to determine product category than
specific brands
Establishing Media Objectives
• Create Awareness in the target market As follows:
• Using TV to cover 80% of target market
• Reach 60% of the target audiences at least three over six
months
• Concentrate advertising in winter and spring
Developing and Implementing Media
strategies
Criteria Considered in the Development of
Media Plans:
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The media mix
Target market coverage
Geographic coverage
Scheduling ( Continuity , Flighting, & Pulsing)
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations
Marketing Coverage
Population excluding
Possibilities
target market
Media Coverage
Target Market
Full Market
Coverage
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Partial
©The McGraw-Hill Companies, Inc., 1998
Coverage
exceeding
target market
Slide 10-4
Figure 10-13
Three Methods of Promotional
Scheduling
Flighting
Pulsing
Continuity
Jan
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Mar
Jun
Aug
Oct
Dec
©The McGraw-Hill Companies, Inc., 1998
Slide 10-5
Figure 10-15
An effective media strategy requires a
degree of flexibility to address the
following:
• Market opportunities
• Market threats
• Availability of media
• Changes in media or media vehicles
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
Slide 10-7