Transcript Slide 1
10 Media Planning and Strategy McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Developing a Media Plan Analyze the market Establish media objectives Develop/implement media strategy Evaluate performance 10-2 Using Index Numbers Index Number Index = Percentage of users in a demographic segment Percentage of population in the same segment X 100 10-3 Using the Brand Development Index Brand Development Index BDI = Percentage of brand to total U.S. sales in market Percentage of total U.S. population in market X 100 10-4 Using the Category Development Index Category Development Index Percentage of total product category sales in market CDI = Percentage of total U.S. population in market X 100 10-5 Using BDI and CDI 10-6 Developing Media Strategies • Criteria to consider during plan development • • • • • • • • • The media mix Target market coverage Geographic coverage Scheduling Reach and frequency Recency Creative aspects and mood Flexibility Budget 10-7 Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 10-8 Ratings Points • Gross ratings points (GRPs) • GRP = Reach X Frequency • Target ratings points (TRPs) • The number of people in the primary target audience the media buy will reach • The number of times they will be reached 10-9 Marketing Factors Determining Frequency Marketing Factors Brand Loyalty Brand History Share of Voice Brand Share Usage Cycle Purchase Cycles Target Group 10-10 Message Factors Determining Frequency Message or Creative Factors Message Complexity Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units 10-11 Media Factors Determining Frequency Clutter Repeat Exposure Scheduling Media Factors Editorial Environment Attentiveness Number of Media Used 10-12 Determining Relative Cost of Print Media Cost per thousand (CPM) CPM = Cost of ad space (absolute cost) Circulation X 1,000 10-13 Determining Relative Cost of Broadcast Media Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating 10-14 Determining Newspaper Advertising Costs Daily Inch Rate Cost of ad space x 1,000 Circulation 10-15