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10 Media Planning and Strategy McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Media Terms and Concepts Media Vehicle The specific carrier within a medium category Reach Number of different audience members exposed at least once in a time period Coverage The potential of audience that might receive the message through the vehicle Frequency Number of times the receiver is exposed to the media vehicle in a time period 10-2 Developing the Media Plan Situation analysis Marketing strategy plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class Media use decision — broadcast Media use decision — print Media use decision — other media 10-3 Media Planning Difficulties Measurement Problems Lack of Information Problems in Media Planning Time Pressure Inconsistent Terminology 10-4 Developing a Media Plan Analyze the market Establish media objectives Develop/implement media strategy Evaluate performance 10-5 The Traditional Media Landscape Satellite radio stations 2 Broadcast networks (TV and cable) 100 TV stations 3,510 Consumer magazines 5,340 Newspapers (daily and weekly) 8,100 Radio stations 13,898 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Analyzing Market Potential Index Number Percentage of users in a demographic segment Index = Percentage of population in the same segment © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100 Brand and Category Analysis Brand Development Index Percentage of brand to total U.S. sales in market BDI = Percentage of total U.S. population in market © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100 Brand and Category Analysis Category Development Index Percentage of total product category sales in market CDI = Percentage of total U.S. population in market © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100 Brand and Category Analysis High CDI Low BDI High market share Good market potential Low market share Good market potential Low CDI High BDI High market share Monitor for sales decline Low market share Poor market potential © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Brand and Category Analysis Low CDI High CDI High BDI Low BDI The market usually represents good sales potential for both the product and the brand. The product category shows high potential but the brand isn’t doing well; the reason should be determined. 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. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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 10-12 The Media Mix • Selection considerations • Objectives sought • Product or service characteristics • Budget • Individual preferences 10-13 Target Audience Coverage Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Target Market Population excluding target market Target market Media coverage Media overexposure 10-14 Geographic Coverage 10-15 Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 10-16 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 10-17 Effective Reach 10-18 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 10-19 Media Factors Determining Frequency Clutter Repeat Exposure Scheduling Media Factors Editorial Environment Attentiveness Number of Media Used 10-20 Creative Aspects and Mood • Creative aspects • Media may drive strategy, or strategy may drive media • Media and creative departments must work closely together • Mood • Media can drive mood • Media and vehicle image can carry over to the message placed within them 10-21 Flexibility in Media Planning Strategies Market opportunities Market threats Flexibility Changes in media or media vehicle Availability of media 10-22 Determining Relative Cost of Print Media Cost per thousand (CPM) CPM = Cost of ad space (absolute cost) Circulation X 1,000 10-23 Calculating CPM Based on the Target Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Determining Relative Cost of Broadcast Media Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating 10-25 Determining Newspaper Advertising Costs Daily Inch Rate Cost of ad space x 1,000 Circulation 10-26 Television Pros and Cons Advantages Mass coverage High reach Disadvantages Sight, sound, motion High prestige Low selectivity Short message life Low cost per exposure High absolute cost Attention getting High production cost Favorable image Clutter 10-27 Radio Pros and Cons Advantages Local coverage Low cost High frequency Flexible Disadvantages Audio only Clutter Low production cost Low attention getting Well-segmented audience Fleeting message 10-28 Magazine Pros and Cons Advantages Segmentation potential Quality reproduction Disadvantages High information content Long lead time for ad placement Longevity Visual only Multiple readers Lack of flexibility 10-29 Newspaper Pros and Cons Advantages High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Disadvantages Short life Clutter Low attention getting Reader controls exposure Poor reproduction quality Can be used for coupons Selective reader exposure 10-30 Outdoor Pros and Cons Disadvantages Short exposure time Short ads Advantages Location specific Poor image Local restrictions High repetition Easily noticed 10-31 Direct Mail Pros and Cons Advantages High selectivity Reader controls exposure Disadvantages High information content High cost per contact Repeat exposure opportunities Poor image (junk mail) Clutter 10-32 Internet Pros and Cons Advantages Disadvantages User selects product information Lack of controls User attention and involvement Clutter Interactive relationship Questionable measurement techniques Direct selling potential Limited reach Flexible message platform 10-33