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Broadcast networks (TV and cable) 100
Satellite radio stations 2
TV stations 3,510
Consumer magazines 5,340
Newspapers (daily and weekly) 8,100
Radio stations 13,898
Media Objectives Media Strategy Media Broadcast Media
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 Various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
direct mail. outdoor.Media Terminology Print Media Media Vehicle Reach Publications. etc. magazines. 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 Coverage Frequency . such as newspapers.
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 .
Media Planning Difficulties Measurement Problems Lack of Information Problems in Media Planning Time Pressure Inconsistent Terms .
Developing a Media Plan Analyze the market Establish media objectives Develop media strategy Implement media strategy Evaluate performance .
Analyzing Market Potential Index Number Percentage of users in a demographic segment Percentage of population in the same segment Index = X 100 .
S.S. population in market BDI = X 100 . sales in market Percentage of total U.Brand and Category Analysis Brand Development Index Percentage of brand to total U.
S.Brand and Category Analysis Category Development Index Percentage of total product category sales in market CDI = Percentage of total U. population in market X 100 .
a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A) High market share. good market potential C) High market share. poor market potential . good market potential B) Low market share. monitor for sales decline D) Low market share.Test Your Knowledge In calculating both the brand development index (BDI) and the category development index (CDI).
Brand and Category Analysis High BDI High CDI Low BDI High market share Good market potential High market share Monitor for sales decline Low market share Good market potential Low market share Poor market potential Low CDI .
Low BDI The product category shows high potential but the brand isn’t doing well. The category isn’t selling well but the brand is. Low CDI .Brand and Category Analysis High BDI High CDI The market usually represents good sales potential for both the product and the brand. may be a good market in which to advertise but should be monitored for sales decline. the reason should be determined. Both the product category and the brand are doing poorly. not likely to be a good place to advertise.
Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market .
Geographic Coverage .
Three Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec .
Reach of Two Programs C. Duplicated Reach of Both D. Reach of One Program B. Unduplicated Reach of Both .Reach and Frequency A.
Graph of Effective Reach .
Marketing Factors Determining Frequency Marketing Factors Brand Loyalty Brand Share Usage Cycle Brand History Share of Voice Purchase Cycles Target Group .
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 .
Media Factors Determining Frequency Clutter Scheduling Repeat Exposure Media Factors Attentiveness Editorial Environment Number of Media Used .
Flexibility in Media Planning Strategies Market opportunities Market threats Flexibility Changes in media or media vehicle Availability of media .
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 .
Determining Relative Cost of Print Media Cost per thousand (CPM) CPM = Cost of ad space (absolute cost) Circulation X 1.000 .
Calculating CPM Based on Target Audience .
Determining Relative Cost of Broadcast Media Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating .
or analyze flaws .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.
Super bowl ads .
Television Pros and Cons Advantages Mass coverage High reach Disadvantages Sight. motion Low selectivity High prestige Low cost per exposure Attention getting Favorable image Short message life High absolute cost High production cost Clutter . sound.
Radio Pros and Cons Advantages Local coverage Low cost High frequency Flexible Low production cost Disadvantages Audio only Clutter Low attention getting Fleeting message Well-segmented audience .
Magazine Pros and Cons Advantages Segmentation potential Quality reproduction High information content Longevity Multiple readers Disadvantages Long lead time for ad placement Visual only Lack of flexibility .
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 .
Outdoor Pros and Cons Disadvantages Short exposure time Short ads Advantages Location specific High repetition Easily noticed Poor image Local restrictions .
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 .
Internet Pros and Cons Advantages User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform Disadvantages Limited creative capability Websnarl Technology limitations Few measurement techniques Limited reach .
______ would be most efficient medium for the “Got Milk” slogan. A) television B) interactive media C) radio D) outdoor E) newspapers .Test Your Knowledge In terms of media vehicles.