10

Media Planning and Strategy

McGraw-Hill/Irwin

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

The Changing Media Landscape A few predictions

Traditional media budgets will not change for years Traditional media will take on a different role, with reduced budget share How consumers use media will never be the same Synergism/integration is the new model

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Factors Leading to Changes in Media

Consumers are busy and time crunched

Multitasking becoming more prevalent New media options/ media proliferation Changing lifestyles (cocooning) Technology developments/changes

Media Fragmentation
Consumer attitudes toward media
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Media Terms and Concepts

Media Planning Media Objectives Media Strategy Medium

A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained General categories of delivery systems, including broadcast and print media

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Media Terms and Concepts

Media Vehicle

The specific carrier within a medium category

Number of different audience members exposed at least once in a time period The potential of audience that might receive the message through the vehicle Number of times the receiver is exposed to the media vehicle in a time period

Reach

Coverage

Frequency

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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
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Media Planning Difficulties

Measurement Problems Lack of Information

Problems in Media Planning

Time Pressure

Inconsistent Terminology
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Developing a Media Plan

Analyze the market Establish media objectives Develop/implement media strategy

Evaluate performance

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Using Index Numbers

Index Number
Percentage of users in a demographic segment Percentage of population in the same segment

Index =

X 100

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Using the Brand Development Index

Brand Development Index

Percentage of brand to total U.S. sales in market
Percentage of total U.S. population in market

BDI =

X 100

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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

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Test Your Knowledge

In calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A) High market share; good market potential B) Low market share; good market potential

C) High market share; monitor for sales decline

D) Low market share; poor market potential

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Using BDI and CDI

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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

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The Media Mix

Selection considerations
Objectives sought Product or service characteristics Budget Individual preferences
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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
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Geographic Coverage

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Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

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Reach and Frequency

A. Reach of One Program B. Reach of Two Programs

Total market audience reached C. Duplicated Reach of Both

Total market audience reached D. Unduplicated Reach of Both

Total market reached with both shows

Total reach less duplicated shows

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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

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Effective Reach

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Marketing Factors Determining Frequency

Marketing Factors

Brand Loyalty

Brand Share

Usage Cycle

Brand History

Share of Voice

Purchase Cycles

Target Group
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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
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Media Factors Determining Frequency

Clutter
Scheduling Repeat Exposure

Media Factors
Attentiveness

Editorial Environment
Number of Media Used
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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
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Flexibility in Media Planning Strategies

Market opportunities

Market threats

Flexibility

Changes in media or media vehicle

Availability of media

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Test Your Knowledge

Why should an effective media strategy be flexible? A) Due to the potential development of new advertising media B) Due to an alteration of a competitor's media schedule C) Due to the unavailability of the desired medium D) Due to a drop in the ratings of a show previously on the media schedule

E) Due to all of the above

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Determining Relative Cost of Print Media

Cost per thousand (CPM) CPM =

Cost of ad space (absolute cost)

Circulation

X 1,000

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Determining Relative Cost of Broadcast Media

Cost per rating point (CPRP) CPRP =

Cost of commercial time Program rating

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Determining Newspaper Advertising Costs

Daily Inch Rate

Cost of ad space x 1,000 Circulation

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Television Pros and Cons

Advantages
Mass coverage High reach

Disadvantages
Sight, sound, motion High prestige Low cost per exposure Attention getting Favorable image

Low selectivity
Short message life High absolute cost High production cost Clutter
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Radio Pros and Cons

Advantages
Local coverage

Low cost
High frequency Flexible

Disadvantages
Audio only Clutter Low attention getting Fleeting message
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Low production cost

Well-segmented audience

Magazine Pros and Cons

Advantages
Segmentation potential

Quality reproduction
High information content Longevity

Disadvantages
Long lead time for ad placement
Visual only Lack of flexibility
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Multiple readers

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) Reader controls exposure Can be used for coupons

Disadvantages
Short life Clutter Low attention getting Poor reproduction quality Selective reader exposure
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Outdoor Pros and Cons

Disadvantages
Short exposure time
Short ads

Advantages
Location specific High repetition Easily noticed

Poor image Local restrictions

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Direct Mail Pros and Cons

Advantages
High selectivity Reader controls exposure High information content Repeat exposure opportunities

Disadvantages
High cost per contact Poor image (junk mail) Clutter
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Internet Pros and Cons

Advantages
User selects product information
User attention and involvement Interactive relationship Direct selling potential Flexible message platform

Disadvantages
Lack of controls
Clutter Questionable measurement techniques Limited reach

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Test Your Knowledge

In terms of media vehicles, ______ would be most efficient medium for the Got Milk slogan.

A) television
B) interactive media C) radio

D) outdoor
E) newspapers

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Evaluation and Follow-Up

How well did these strategies achieve the media objectives? How well did the media plan contribute to attaining the overall marketing and communications objectives? Use again, or analyze flaws

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