Media Planning

and Strategy
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MEDIA PLANNING

Involves the process of designing a

scheduling plan that shows how
advertising time and space will
contribute to the achievement of
marketing objectives
TWO BASIC PROCESSES

1. Planning media strategy, including the

specific types of consumers/audiences the
messages will be directed to.

2. Selecting and Buying media vehicles.

 Media planning is both an art and a science.
An essential part of the advertising business.
 Why is media planning difficult?

 Why is media planning important?

OPTIONS FOR MEDIA
PLANNING
 Television
 Newspapers
 Radio
 Magazines
 Outdoor advertising
 Transit advertising
 Support media such as direct marketing ,
internet , and promotional products
THE MEDIA PLAN MUST ACCOMPLISH 3 THINGS:

It must find a combination of media that:

Communicates the message in the most effective

manner,

To the largest number of potential customers,

At the lowest cost.

PROBLEMS IN MEDIA
PLANNING
1. Insufficient information
2. Inconsistent terminologies
3. Time pressures
4. Difficulty measuring effectiveness
MEDIA TERMINOLOGY
The process of
of determining media objectives and
Media
Media AThe
A
process
series
series of
of
determining
decisions
decisions
mediathe
involving
involving
objectives
the
and
delivery
delivery
strategies
strategies that show
thattoshow how
how advertising
advertising time
time and
and
Planning
Planning of
of messages
spacemessages to audiences
audiences
space can
can best
best deliver
deliver the
the advertising
advertising message
message

Media
Media The
Goals
specific
Goals
The to
to be
be attained
specific goals
goals an
attainedanby
advertiser
by the
the media
advertiser has
media strategy
has for
for the
strategy
the
Objectives
Objectives and
media
and program
media portion
portion of
program of the
the advertising
advertising program
program

Media
Media Plans
Decisions
of
of action
Decisions
Plans on
on how
action for
howforthe
achieving
the media
media objectives
achieving stated
stated media
objectives can
media
can
Strategy
Strategy be
objectives
be attained
objectives
attained

The
The general category
category of
general categories ofofmedia
media that
that are
are
The
The various
various categories of delivery
delivery systems,
systems,
Media
Media Class
Class available
available for
for communicating
communicating with
with aa target
target
including
including broadcast
broadcast and
and print
print media
media
audience
audience
The
The specific
specific program,
program, station,
station, publication
publication or
or
Media
Media promotional
promotional piece
piece used
used to
to carry
carry an
an
Vehicle
Vehicle advertising
advertising message.
message.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MEDIA PLAN
A document that outlines media objectives and
media strategies.
Developing Media Plan
 Involves a series of stages ------

1. Market analysis
2. Establishing of media objectives

3. Media strategy development &

implementation
4. Evaluation & follow-up
MEDIA PLANNING DECISIONS

 To whom do we advertise?
 Where do we advertise?
 When do we advertise?
 In which media should we advertise?
TO WHOM DO WE ADVERTISE?
(TARGET AUDIENCE)
 The media planner must match the target market
of the advertised product with users of specific
media.
 Use syndicated data to identify the best media to
use
 Examples – Simmons Market Research Bureau
and Mediamark Research Inc. (provides data on
audience size and composition for various
magazines, newspapers, cable and network TV
shows, and internet sites)
 Examine rate cards and media kit information
WHERE DO WE ADVERTISE(GEOGRAPHIC
AREA)

• The planner must identify each geographic

market to be advertised .
• What variables should be considered?
• Brand Development Index
• Category Development Index
• BDI and CDI measure the sales strength of
a particular brand (or product category)
within a specific market relative to its
sales strength as a whole.
Brand Analysis

Brand Development Index

% of a brand’s total sales in

the market area
BDI = X 100
% of total population in the
market area

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Category Analysis

Category Development Index

% of a product category’s total

sales in the market area
CDI = X 100
% of total population in the
market area

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Brand and Category Analysis
High BDI Low BDI

The
The market
market usually
usually The
The product
product category
category
High CDI

represents
represents good
good sales
sales shows
shows high
high potential
potential but
but
potential
potential for
for both
both the
the the
the brand
brand isn’t
isn’t doing
doing well;
well;
product
product and
and the
the brand.
brand. the
the reason
reason should
should bebe
determined.
determined.

The
The category
category isn’t
isn’t selling
selling Both
Both the
the product
product category
category
Low CDI

well
well but
but the
the brand
brand is;
is; and
and the
the brand
brand areare doing
doing
may
may bebe aa good
good market
market in in poorly;
poorly; not
not likely
likely to
to be
be aa
which
which toto advertise
advertise but
but good
good place
place to
to advertise.
advertise.
should
should bebe monitored
monitored forfor
sales
sales decline.
decline.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Establishing media
objectives
 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.
Developing & Implementing
Media Strategies

Q) How to achieve these objectives ?

 Media planners take the required actions

to meet the objectives.
 Where to advertise ?
 When to advertise ?
WHEN DO WE ADVERTISE?
(SCHEDULING)
 Seasonal timing
 Holiday timing
 Days-of-the-week timing
 Hours-of-the-day timing
 Other factors – frequency objectives,
budget, publication frequency
Three Scheduling Methods

Continuity

Flighting

Pulsing

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

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Continuous, Pulsing, and Flighting
Schedules

Advertising Schedules

600
Ad $ (in thousands)

400

200

0
J F M A M J J A S O N D (months)

Continuous Pulsing Flighting

Budget Consideration
 Important decision in media strategy is cost
estimating.
 The cost should be low.
 The waste should also be low.
 Absolute cost- actual cost required to place
the message.
 Relative cost- relationship between price paid
for advertising time or space and the size of
the audience delivered.
IN WHICH MEDIA CLASS SHOULD WE
ADVERTISE?
 Target audience media usage habits
 Selectivity – must consider geographic and class
selectivity
 Lead Time – the amount of time a medium requires
before the advertisement will be run
 Creative Aspects – how well the medium supports
the message appeal and style
 Longevity – how long the ad message will last
 Cost – must consider absolute and relative costs
Determining Relative Cost of Media-
Print

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Calculating CPM Based on the Target
Audience

Time Newsweek

Per page cost $234,000 $210,000

Circulation 4.0 million 3.1 million

Calculation of CPM 234,000 x 1,000 210,000 x

1000
4,000,000 3,100,000

CPM $58.5 $67.74

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Determining Relative Cost of Media-
Broadcast

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AUDIENCE MEASURES USED IN MEDIA
PLANNING
 Reach – the percentage of different homes or
people exposed to a media vehicle or vehicles at
least once during a specified period of time.
 Average Frequency – the average number of
times the reached audience is exposed to the
media vehicle during a specified period of time.
 Gross Rating Points – a summary measure that
combines the program rating and the average
number of times the home or person is reached
during a specified period of time.
 Reach x Average Frequency = Gross Rating Points
Evaluation and Follow-Up
 Marketers need to know whether or not
they are successful.
 Measures effectiveness—
 How well these strategies achieve the
media objectives ?
 How well did this media plan contribute
to attaining the overall marketing and
communications objectives ?
 THANK

YOU