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Media Planning and Strategy
Media TerminologyMedia Planning - A series of decisions involving the delivery of
messages to audiences.
Media Objectives - Goals to be attained by the media strategy and program.
Media Strategy - Decisions on how the media objectives can be attained.
Media - The various categories of delivery systems, including broadcast and print media and others.
Broadcast Media - Either radio or television network or local station broadcasts.
Media TerminologyPrint Media - Publications such as newspapers and magazines.
Media Vehicle - The specific message carrier
Coverage - The potential audience that might receive the message through the vehicle.
Reach - The actual number of individual audience members reached at least once by the vehicle in a given period of time.
Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
Media PlanDetermines the best way get the advertiser message to the market
The goal of the media plan is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at minimum cost.
Problems in Media Planning Lack of information
Inconsistent terms
Serious time pressure
Measurement problems
Media Use Decision— Print
Media Use Decision— Broadcast
Media Use Decision— Other Media
Creative Strategy Plan
Activities Involved in Developing the Media Plan
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy PlanSituation Analysis
Developing the Media PlanAnalyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance
Market analysis and target market identification
To Whom Should We Advertise?
What Internal and External Factors May Be Operating?• Internal Media Budget Managerial & Administrative capabilities Organizational Structure
• External Economy Changing Technology Competitive Factors
Where to Promote?
• Media objectives relate to the goals to be attained by the media program, and as such should be limited to those that can be accomplished through media strategies.
• Such objectives are often expressed in terms of coverage, reach, frequency, scheduling, etc.
• An example of media objectives;Create awareness in the target market through the following: Use broadcast media to provide coverage of 80% of the target market over a
six month period Reach 60% of the target audience at least three times over the same six month
period Concentrate heaviest advertising in winter and spring, with lighter emphasis
in summer and fall
Establishing Media Objectives
Developing & Implementing Media Strategies
The media mix Target market coverage Geographic coverage Scheduling Reach versus frequency Creative aspects and mood Flexibility Budget considerations
Target Audience CoveragePopulation excluding target marketTarget marketMedia coverageMedia overexposure
CoverageExceeding
Market
PartialMarket
Coverage
FullMarket
Coverage
TargetMarket
Proportion
Scheduling Continuity refers to a continuous pattern of advertising—that is every
day, week, or month (food products, laundry detergents, etc.)
Flighting is a scheduling method in which there are intermittent periods of advertising and no advertising (snow skis, etc.)
Pulsing is actually a combination of the two previous methods, in which a continuous schedule is used, though the amount of monies spent will vary throughout the time period (automobiles).
Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Reach and FrequencyFactors to be considered regarding Reach and Frequency:
The determination of what levels of reach and frequency are needed
The establishment of reach and frequency objectives
Using gross ratings points (GRP's)
The determination of effective reach (the percent of the audience reached at each effective frequency increment)
GRP• The Media buyer typically uses a numerical indicator to know how
many potential audience members may be exposed to a series of commercials.
• A summary measure that combines the program rating and the average no. of times the home is reached during this period (frequency of exposure) is a commonly used reference point known as Gross Rating Points.
GRP = Reach X Frequency
Effects of Reach and Frequency
One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.
The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.
Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
Effects of reach and frequency
Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important
Frequency response principles or generalizations do not vary by medium.
The data strongly suggest that wear out is not a function of too much frequency. It is more of a creative or copy problem.
Marketing Factors Important to Determining Frequency
Brand history Brand share Brand loyalty Purchase cycles Usage cycle Competitive share of voice Target group
Message or Creative Factors Important toDetermining Frequency
Message complexity Message uniqueness New vs. continuing campaigns Image versus product sell Message variation
Media Factors Important to Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
Creative Aspects and Mood
Creative aspects of the ad may require the use of specific media.
For example, television may be required to implement certain types of creative campaigns.
Likewise, the mood that a medium creates may carry over to the ad
itself. For example, certain magazines may create various moods as they are being read
FlexibilityFlexibility—the media strategy must be flexible enough to respond to marketing threats and opportunities, as well as to adjust for changes regarding availability and/or in the media themselves.
Flexibility may need to address the following:
market opportunities market threats availability of media changes in media or media vehicles
Budget Considerations
Budget Considerations—it is obvious that costs must be considered in the determination as to which media will be employed.
Two types of costs must be addressed:
• absolute cost—which is the actual cost to place the ad in the medium.
• relative cost—or the relationship between the price paid for advertising time or space and the size of the audience delivered.
Determining Relative Cost of Media
Cost of ad space(absolute cost)Circulation
CPM = X 1,000
Cost per thousand (CPM)
Determining Relative Cost of Media
CPRP =Cost of commercial timeProgram rating
Cost per rating point (CPRP)
Evaluation and Follow Up
Essentially, two questions need to be answered:
How well did these strategies perform the media objectives established ?
How well did this media plan contribute to the attainment of the overall marketing and communications objectives?
Television Characteristics
AdvantagesAdvantages
Mass coverage High reach Impact of sight, sound,
and motion High prestige Low cost per exposure Attention getting Favorable image
DisadvantagesDisadvantages
Low selectivity Short message life High absolute cost High production costs Clutter
Radio CharacteristicsAdvantagesAdvantages
Local coverage Low cost High frequency Flexible Low production costs Well-segmented
audiences
DisadvantagesDisadvantages
Audio only Clutter Low attention getting Fleeting message
Magazines CharacteristicsAdvantagesAdvantages
Segmentation potential
Quality reproduction High information
content Longevity Multiple readers
DisadvantagesDisadvantages
Long lead time for ad placement
Visual only Lack of flexibility
Newspapers CharacteristicsAdvantagesAdvantages
High coverage Low cost Short lead time for
placing ads Ads can placed in
interest sections Timely (current ads) Reader controls
exposure Can be used for
coupons
DisadvantagesDisadvantages
Short life Clutter Low attention-getting
capabilities Poor reproduction
quality Selective reader
exposure
Outdoor Characteristics
AdvantagesAdvantages
Location specific High resolution Easily noticed
DisadvantagesDisadvantages
Short exposure time requires short ad
Poor image Local restrictions
Internet / Interactive Media Characteristics
AdvantagesAdvantages
User selects product information
User attention and involvement
Interactive relationship Direct selling potential Flexible message
platform
DisadvantagesDisadvantages
Limited creative capabilities
Web snarl (crowded access)
Technology limitations Few valid
measurement techniques
Limited reach