McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 9

Planning Media Strategy: Finding Links to the Market Shows how communications media help advertisers achieve marketing and advertising objectives

Describe how a media plan helps accomplish advertising objectives Define reach and frequency and the controversy surrounding effective frequency Calculate gross rating points and CPM Describe the different advertising schedules and their purposes Objectives Explain the importance of creativity in media planning Discuss how reach, frequency, and continuity are related Name secondary research sources and describe their use Describe how share-of market/share-of-voice budgeting can be used

Media Planning: Integrating Science with Creativity in Advertising The challenge Increasing media options Increasing audience fragmentatio n Increasing costs Increasing complexity in media Increasing competition

Role of Media in the Marketing Framework Situation analysis Marketing plan Setting media objectives Determining media strategy Selecting media classes Selecting media within classes Situation analysis Media use decisions: broadcast Media use decisions: print Media use decisions: other media

Defining Media Objectives Audience objectives Message distribution objectives Media vehicles Audience size and message weight Circulation Readers per copy (RPC) Message weight Advertising impression Opportunity to see (OTS) Gross impressions Rating Television households (TVHH) Gross rating points (GRPs)

Defining Media Objectives Message distribution objectives Audience size and message weight Audience accumulation and reach Exposure frequency Continuity

Optimizing Reach, Frequency, and Continuity: The Art of Media Planning Effective reach Recency planning Effective frequency Advertising response curve

Developing a Media Strategy: The Media Mix Markets

Five Ms

Mechanics Money Methodology Media

Factors that Influence Media Strategy Decisions Scope of the media plan Domestic markets Local plan Regional plan National plan International markets

Factors that Influence Media Strategy Decisions Scope of the media plan Sales potential of different markets Brand Development Index BDI Category Development Index CDI Percent of the brand’s total U.S. Sales in the area Percent of total U.S. population in the area Percent of the product category’s total U.S. Sales in the area Percent of total U.S. population in the area

Factors that Influence Media Strategy Decisions Scope of the media plan Sales potential of different markets Competitive strategies and budget considerations Media availability and economics: The global marketer’s headache Nature of the medium and the mood of the message

Factors that Influence Media Strategy Decisions Message size, length, and position considerations Buyer purchase patterns

Media Tactics: Selecting and Scheduling Media Vehicles Criteria for selecting individual media vehicles Exposure, attention, motivation value of media vehicles Characteristics of media audiences Overall campaign objectives and strategy Cost efficiency of media vehicles CPM CPP

Media Tactics: Selecting and Scheduling Media Vehicles Criteria for selecting individual media vehicles Economics of foreign media Synergy of mixed media Mixed media approach

Media Tactics: Selecting and Scheduling Media Vehicles Methods for scheduling media Continuous Flighting Pulsing

Computers in Media Selection and Scheduling