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Media Planningand Strategy

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A series of decisions involving the deliveryof messages to audiences

A series of decisions involving the delivery

of messages to audiences

Goals to be attained by the media strategyand program

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

The various categories of delivery systems,including broadcast and print media

Either radio or television network or localcable broadcasts

Either radio or television network or localcable broadcasts

A series of decisions involving the deliveryof messages to audiences

A series of decisions involving the delivery

of messages to audiences

Goals to be attained by the media strategyand program

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

The various categories of delivery systems,including broadcast and print media

Media Terminology

MediaPlanning

MediaPlanning

Media

Objectives

Media

Objectives

MediaStrategy

MediaStrategy

Media

Media

Broadcast

Media

Broadcast

Media

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Publications such as newspapers,magazines, direct mail, outdoor, etc.

Publications such as newspapers,

magazines, direct mail, outdoor, etc.

The specific carrier within a mediumcategory

The specific carrier within a mediumcategory

Number of different audience membersexposed at least once in a given time period

Number of different audience membersexposed at least once in a given time period

The potential audience that might receivethe message through the vehicle

The potential audience that might receivethe message through the vehicle

The number of times the receiver is exposedto the media vehicle in a specific time period

The number of times the receiver is exposedto the media vehicle in a specific time period

The potential audience that might receivethe message through the vehicle

The potential audience that might receivethe message through the vehicle

Number of different audience membersexposed at least once in a given time period

Number of different audience membersexposed at least once in a given time period

The specific carrier within a mediumcategory

The specific carrier within a mediumcategory

Publications such as newspapers,magazines, direct mail, outdoor, etc.

Publications such as newspapers,

magazines, direct mail, outdoor, etc.

Media Terminology

PrintMedia

PrintMedia

Media

Vehicle

Media

Vehicle

Reach

Reach

Coverage

Coverage

Frequency

Frequency

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Selecting Media Within Class

Selecting Media Within Class

Selecting Broad Media Classes

Selecting Broad Media Classes

Determining Media Strategy

Determining Media Strategy

Media Use Decision Print

Media Use Decision Print

Media Use Decision Broadcast

Media Use Decision Broadcast

Media Use Decision Other Media

Media Use Decision Other Media

Selecting Media Within Class

Selecting Media Within Class

Determining Media Strategy

Determining Media Strategy

Selecting Broad Media Classes

Selecting Broad Media Classes

Developing the Media Plan

Setting Media Objectives

Setting Media Objectives

Setting Media Objectives

Setting Media Objectives

MarketingStrategy Plan

MarketingStrategy Plan CreativeStrategy Plan

CreativeStrategy PlanMarketingStrategy Plan

Marketing

Strategy PlanSituationAnalysis

Situation

Analysis CreativeStrategy Plan

Creative

Strategy PlanSituationAnalysis

Situation

Analysis

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MeasurementProblems

MeasurementProblems

Lack ofInformation

Lack ofInformation

InconsistentTerms

InconsistentTerms

TimePressure

TimePressure

InconsistentTerms

InconsistentTerms

Lack ofInformation

Lack ofInformation

MeasurementProblems

MeasurementProblems

Media Planning Difficulties

Problems

in Media

Planning

Problems

in Media

Planning

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Evaluate Performance

Evaluate Performance

Implement Media Strategy

Implement Media Strategy

Develop Media Strategy

Develop Media Strategy

Establish Media Objectives

Establish Media Objectives

Analyze the Market

Analyze the Market

Implement Media Strategy

Implement Media Strategy

Develop Media Strategy

Develop Media Strategy

Establish Media Objectives

Establish Media Objectives

Analyze the Market

Analyze the Market

Developing the Media Plan

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Brand and Category Analysis

Percentage of brand to totalsales in market

Percentage of total

population in market

BDI = X 100

Brand Development Index

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Brand and Category Analysis

Percentage of total productcategory sales in market

Percentage of total

population in market

CDI = X 100

Category Development Index

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High market share

Good market

potential

High market share

Good market

potential

High market share

Good market

potential

High market share

Good market

potential

Brand and Category Analysis

Low

CDI

Hig

hCDI

High BDI

Low market share

Good market potential

Low market share

Good market potentialLow market share

Good market potential

Low market share

Good market potential

Low BDI

High market share

Monitor for salesdecline

High market share

Monitor for salesdecline

High market share

Monitor for salesdecline

High market share

Monitor for salesdecline

Low market share

Poor market potential

Low market share

Poor market potential

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The market usually

represents good salespotential for both the

product and the brand.

The market usually

represents good salespotential for both the

product and the brand.

The market usually

represents good salespotential for both the

product and the brand.

The market usually

represents good salespotential for both the

product and the brand.

Brand and Category Analysis

Low

CDI

High

CDI

High BDI

The product category

shows high potential butthe brand isnt doing well;

the reason should bedetermined.

The product category

shows high potential butthe brand isnt doing well;

the reason should bedetermined.

The product category

shows high potential butthe brand isnt doing well;

the reason should bedetermined.

The product category

shows high potential butthe brand isnt doing well;

the reason should bedetermined.

Low BDI

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise but

should be monitored forsales decline.

The category isnt selling

well but the brand is;

may be a good market inwhich to advertise but

should be monitored forsales decline.

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise but

should be monitored forsales decline.

The category isnt selling

well but the brand is;

may be a good market inwhich to advertise but

should be monitored forsales decline.

Both the product categoryand the brand are doing

poorly; not likely to be agood place to advertise.

Both the product category

and the brand are doing

poorly; not likely to be agood place to advertise.

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Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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TargetGroup

TargetGroup

BrandHistory

BrandHistory

Share ofVoice

Share ofVoice

PurchaseCycles

PurchaseCycles

BrandLoyalty

BrandLoyalty

BrandShare

BrandShare

UsageCycle

UsageCycle

PurchaseCycles

PurchaseCycles

Share ofVoice

Share ofVoice

BrandHistory

BrandHistory

UsageCycle

UsageCycle

BrandShare

BrandShare

BrandLoyalty

BrandLoyalty

Marketing Factors Determining Frequency

Marketing

Factors

Marketing

Factors

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Message ComplexityMessage Complexity

Message UniquenessMessage Uniqueness

New Vs. Continuing CampaignsNew Vs. Continuing Campaigns

Message VariationMessage Variation

WearoutWearoutWearoutWearout

Message VariationMessage Variation

New Vs. Continuing CampaignsNew Vs. Continuing Campaigns

Message UniquenessMessage Uniqueness

Message ComplexityMessage Complexity

Message Factors Determining Frequency

Message

or CreativeFactors

Messageor Creative

Factors

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ClutterClutter

Number ofMedia Used

Number ofMedia Used

RepeatExposures

RepeatExposures

EditorialEnvironment

Editorial

Environment

SchedulingScheduling

AttentivenessAttentivenessAttentivenessAttentiveness

Number ofMedia Used

Number ofMedia Used

EditorialEnvironment

Editorial

Environment

RepeatExposures

RepeatExposures

ClutterClutter

Media Factors Determining Frequency

Media

Factors

Media

Factors

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Determining Relative Cost of Media-Print

Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

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Determining Relative Cost of Media-Broadcast

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

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Short Message LifeShort Message Life

High Production CostHigh Production Cost

Low SelectivityLow Selectivity

High Absolute CostHigh Absolute Cost

ClutterClutter

Mass CoverageMass Coverage

High ReachHigh Reach

Impact of Sight, Soundand MotionImpact of Sight, Soundand Motion

High PrestigeHigh Prestige

Low Cost Per ExposureLow Cost Per Exposure

Attention GettingAttention Getting

Favorable ImageFavorable Image

High Production CostHigh Production Cost

High Absolute CostHigh Absolute Cost

Short Message LifeShort Message Life

Low SelectivityLow Selectivity

Favorable ImageFavorable Image

Attention GettingAttention Getting

Low Cost Per ExposureLow Cost Per Exposure

High PrestigeHigh Prestige

Impact of Sight, Soundand MotionImpact of Sight, Soundand Motion

High ReachHigh Reach

Mass CoverageMass Coverage

Television Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

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ClutterClutter

Fleeting MessageFleeting Message

Audio OnlyAudio Only

Low Attention GettingLow Attention Getting

Local CoverageLocal Coverage

Low CostLow Cost

High FrequencyHigh Frequency

FlexibleFlexible

Low Production CostLow Production Cost

Well-segmented AudienceWell-segmented Audience

Low Attention GettingLow Attention Getting

ClutterClutter

Audio OnlyAudio Only

Well-segmented AudienceWell-segmented Audience

Low Production CostLow Production Cost

FlexibleFlexible

High FrequencyHigh Frequency

Low CostLow Cost

Local CoverageLocal Coverage

Radio Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

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Visual OnlyVisual Only

Long Lead Time forAd Placement

Long Lead Time forAd Placement

Lack of FlexibilityLack of Flexibility

Segmentation PotentialSegmentation Potential

Quality ReproductionQuality Reproduction

High Information ContentHigh Information Content

LongevityLongevity

Multiple ReadersMultiple Readers

Visual OnlyVisual Only

Long Lead Time forAd Placement

Long Lead Time forAd Placement

Multiple ReadersMultiple Readers

LongevityLongevity

High Information ContentHigh Information Content

Quality ReproductionQuality Reproduction

Segmentation PotentialSegmentation Potential

Magazine Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

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ClutterClutter

Poor Reproduction QualityPoor Reproduction Quality

Short LifeShort Life

Low Attention GettingLow Attention Getting

High CoverageHigh Coverage

Low CostLow Cost

Short Lead Time forPlacing AdsShort Lead Time forPlacing Ads

Ads Can Be Placed inInterest Sections

Ads Can Be Placed inInterest Sections

Timely (Current Ads)Timely (Current Ads)

Reader Controls ExposureReader Controls Exposure

Can Be Used for CouponsCan Be Used for Coupons

Selective Reader ExposureSelective Reader Exposure

Poor Reproduction QualityPoor Reproduction Quality

Low Attention GettingLow Attention Getting

ClutterClutter

Short LifeShort Life

Can Be Used for CouponsCan Be Used for Coupons

Reader Controls ExposureReader Controls Exposure

Timely (Current Ads)Timely (Current Ads)

Ads Can Be Placed inInterest Sections

Ads Can Be Placed inInterest Sections

Short Lead Time forPlacing AdsShort Lead Time forPlacing Ads

Low CostLow Cost

High CoverageHigh Coverage

Newspaper Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

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Short AdsShort Ads

Local RestrictionsLocal Restrictions

Sort Exposure TimeSort Exposure Time

Poor ImagePoor Image

Location SpecificLocation Specific

High RepetitionHigh Repetition

Easily NoticedEasily Noticed Poor ImagePoor Image

Short AdsShort Ads

Sort Exposure TimeSort Exposure Time

Easily NoticedEasily Noticed

High RepetitionHigh Repetition

Location SpecificLocation Specific

Outdoor Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

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Poor Image (Junk Mail)Poor Image (Junk Mail)

High Cost Per ContactHigh Cost Per Contact

ClutterClutter

High SelectivityHigh Selectivity

Reader Controls ExposureReader Controls Exposure

High Information ContentHigh Information Content

Repeat ExposureOpportunities

Repeat ExposureOpportunities

Poor Image (Junk Mail)Poor Image (Junk Mail)

High Cost Per ContactHigh Cost Per Contact

Repeat ExposureOpportunities

Repeat ExposureOpportunities

High Information ContentHigh Information Content

Reader Controls ExposureReader Controls Exposure

High SelectivityHigh Selectivity

Direct Mail Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

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Websnarl (CrowdedAccess)

Websnarl (CrowdedAccess)

Few Valid MeasurementTechniques

Few Valid MeasurementTechniques

Limited CreativeCapabilities

Limited CreativeCapabilities

Technology LimitationsTechnology Limitations

Limited ReachLimited Reach

User Selects ProductInformation

User Selects ProductInformation

User Attention andInvolvement

User Attention andInvolvement

Interactive RelationshipInteractive Relationship

Direct Selling PotentialDirect Selling Potential

Flexible Message PlatformFlexible Message Platform

Few Valid MeasurementTechniques

Few Valid MeasurementTechniques

Technology LimitationsTechnology Limitations

Websnarl (CrowdedAccess)

Websnarl (CrowdedAccess)

Limited CreativeCapabilities

Limited CreativeCapabilities

Flexible Message PlatformFlexible Message Platform

Direct Selling PotentialDirect Selling Potential

Interactive RelationshipInteractive Relationship

User Attention andInvolvement

User Attention andInvolvement

User Selects ProductInformation

User Selects ProductInformation

Internet Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages