Chapter 10

Media Planning and

Strategy

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 Learning Objectives
LO1 Define the key terminology in media planning.
LO2 Explain how to develop a media plan.
LO3 Describe the purpose of media objectives.
LO4 Describe how to develop and implement media
strategies.
LO5 Compare the characteristics of various media.

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 An Overview of Media Planning 1 of 4
Some Basic Terms and Concepts
– Media planning
• Series of decisions involved in delivering the promotional message
to the prospective users of the product or brand
• The media plan is the guide for media selection. It requires
development of specific media objectives and specific media
strategies (plans of action) designed

– Medium
• The medium is the general category of available delivery systems,
which includes broadcast media (like TV and radio), print media
(like newspapers and magazines), direct marketing, outdoor
advertising, and other support media.

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 An Overview of Media Planning 2 of 4
Some Basic Terms and Concepts continued
– Media vehicle
• Specific carrier within a medium category

– Reach
• Measure of the number of different audience members exposed at
least once to a media vehicle in a given period of time (actual)

– Coverage
• Potential audience that might receive the message through a
vehicle

– Frequency
• Number of times the receiver is exposed to the media vehicle in a
specified period
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 An Overview of Media Planning 3 of 4
The Media Plan
– Guides media selection which determines the best way to
get the advertiser’s message to the market (best
combination)
– Aims to find a combination of media to communicate a
message:
• In the most effective manner
• To the largest number of potential customers
• At the lowest cost

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 An Overview of Media Planning 4 of 4
Problems in Media Planning
– Insufficient information - not measured or too costly
Viewership, listenership.
• Sweeps periods: Used for measuring TV audiences and setting
advertising rates

• Inconsistent terminology usually arises from confusion or

lack of standard measurements. (CPM, CPRP)
• Time pressures results in decisions being made without
proper planning and analysis. (immediate response)
• Measurement problems occur frequently and only
estimates are available.

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 Developing the Media Plan
1. Market analysis
2. Establishment of media objectives
3. Media strategy development and implementation
4. Evaluation and follow-up

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 Market Analysis and Target Market Identification 1 of 3
To Whom Will We Advertise?
– Primary research and/or secondary sources help
determine which specific groups to target.

• Media planners, for a variety of reasons, are often more

concerned with percentages and index numbers than with
raw numbers when trying to determine market potential.

– Index number: Good indicator of the potential of a market

Percentage of users in a demographic segment
Index = × 100
Percentage of population in the same segment

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 Figure 10-7 How High Indexes Can Be Misleading

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 Market Analysis and Target Market Identification 2 of 3
What Internal and External Factors Are Operating?
– Internal factors
• Size of the media budget
• Managerial and administrative capabilities
• Organization of the agency

– External factors
• The economy (rising costs of media)
• Changes in technology
• Competitive factors

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 Market Analysis and Target Market Identification 3 of 3
Where to Promote?
– Using Indexes to Determine Where to Promote
• Survey of buying power index –
• Charts the potential of a particular metro area, county, or city
relative to the United States as a whole
– Gives media planners insight into the relative value of a
market
• Brand development index (BDI) – market share
– Factors the rate of product usage by geographic area into the
decision process
– Category development index (CDI) – Market potential
– Provides information on the potential for development of the
total product category and not specific brands
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 Figure 10-10 Using CDI and BDI to Determine Market Potential

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 Figure 10-11 Using BDI and CDI Indexes

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 Establishing Media Objectives
Media situation analysis should lead to determining
specific media objectives.
Media objectives are not ends in themselves.
– They are designed to lead to the attainment of
communications and marketing objectives.
– They are the goals for the media program.
Media objectives should be limited to those that can be
accomplished through media strategies.
Create Awareness in the target market through the following
Use broadcasted media to provide coverage of 80% of target audience over 6 months period
Reach 60% of the target audience at least 3 times
Create a positive image through mood and creativity

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 Figure 10-12
Criteria
Considered in
the
Development
of Media Plans

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 Developing and Implementing Media Strategies 1 of 10
The Media Mix
– Adds more versatility to the media strategies - since each
medium contributes its own distinct advantages.
– Increases coverage, reach, and frequency levels
– Improves the likelihood of achieving overall
communications and marketing goals

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 Developing and Implementing Media Strategies 2 of 10
Target Market Coverage
– Matches the most appropriate media to a market
– Goal—Extend media coverage to members of the target
audience while minimizing waste coverage
• Waste coverage: Media coverage that reaches people who are not
potential buyers and/or users

Football Programs are considered a good media buy

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 Figure 10-13 Marketing Coverage Possibilities

• Chart 1 - Shows the

target market as a
proportion of total
population
• Chart 2 - Full
coverage of the
target market;
optimal goal
• Chart 3 - Partial
coverage, leaving
some customers
without exposure
• Chart 4 - Media
coverage exceeds
target audience;
some coverage may
be wasted

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 Developing and Implementing Media Strategies 3 of 10
Scheduling
– Timing promotional efforts such that they coincide with
the highest potential buying times
– Methods
•Continuity—Continuous pattern of advertising; every day,
every week, or every month
•Flighting—Intermittent periods of advertising and no
advertising
•Pulsing—Combination of continuity and flighting; continuity
is maintained but at certain periods advertising is increased

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 Developing and Implementing Media Strategies 3 of 10
The optimal schedule can be affected by buying
cycles.
•Continuity—Appropriate with food products,
household products, and products consumed on
an ongoing basis.
•Flighting—Well suited to seasonal or other
products that are consumed mostly during certain
time periods.
•Pulsing—Used for products with little sales
variation from period to period, but might see
some increase in certain times, such as cold
beverages in the hot summer months.
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 Figure 10-15 Three Methods of Promotional Scheduling

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 Figure 10-16 Characteristics of Scheduling Methods

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 Figure 10-18 Representation of Reach and Frequency

• Reach of one program—

Total audience reached
by one program
• Reach of two
programs—Total
audience reached by two
programs (including
duplicated reach)
• Duplicated reach of
both—Duplicated reach
only (those who were
exposed more than
once)
• Unduplicated reach of
both—Total reach minus
duplication (exposed
only once)
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 Developing and Implementing Media Strategies 4 of 10
Reach versus Frequency
– Ratings Points
• Program rating
– Measure of potential reach in the broadcast industry
• Gross ratings points (GRPs) -
– GRP = Reach × Frequency
• Target ratings points (TRPs)
– Number of people in the primary target audience the media
buy will reach, and the number of times
– Does not include waste coverage

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 Figure 10-19 Estimates of Reach for Network TRPs

The graph shows that a

purchase of 100 TRPs on one
network would yield an
estimated reach of 32 percent
of the total households in the
target market. This figure would
climb to 37.2 percent if two
networks were used and 44.5
percent with three. Working
backward through the formula
for GRPs, the estimate of
frequency of exposure—3.125,
2.688, and 2.247, respectively—
demonstrates the trade-off
between reach and frequency.

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 Developing and Implementing Media Strategies 5 of 10
Reach versus Frequency continued
– Effective Reach
• Represents the percentage of audience reached at each effective
frequency increment
• Based on assumption that one exposure to an ad may not be
enough to convey the desired message

Budget constrains reach vs frequency

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 Figure 10-21 Graph of Effective Reach
Effective reach, as shown on the shaded area of this graph, is between 3 to 10
exposures. Fewer than 3 exposures is considered inefficient reach, while more than 10
is considered overexposure. The exposure level is no guarantee of effective
communication, as different messages may require more or fewer exposures.
This graph shows 3 exposures to be a minimum. However, recent literature suggests
that, in the current environment where consumers are exposed to thousands of daily
messages, effective reach may now require a minimum of 12 messages.
Additionally, the complexity of the message, message length, and recency of the
exposure can also have an impact on effective reach.

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Figure 10-22 Factors Important in Determining Frequency Levels

Marketing Factors Message or Creative Media Factors

Brand history Factors Clutter
Message complexity
Brand share Editorial environment
Message uniqueness
Brand loyalty Attentiveness
New versus continuing
Purchase cycles Scheduling
campaigns
Usage cycle Number of media used
Image versus product
Competitive share of sell Repeat exposures
voice
Message variation
Target group
Wearout
Advertising units

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Figure 10-22 Factors Important in Determining Frequency Levels

Marketing factors
•Brand history—New brands require higher frequency
•Brand loyalty—The higher the loyalty the less frequency
required
•Brand share—The higher the share the less frequency
required
•Usage cycle—Products needing to be replaced frequently
require higher frequency to maintain top-of-mind
awareness

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Figure 10-22 Factors Important in Determining Frequency Levels
•Share of voice—When strong competition exists, higher
frequency is required
•Purchase cycles— Shorter purchasing cycles require higher
frequency to maintain top-of-mind awareness
•Target group—The ability to learn and retain messages has
an impact on frequency
Message factors
•Message complexity—The simpler the message, the less
frequency required
•Message uniqueness—The more unique the message, the
less frequency required

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Figure 10-22 Factors Important in Determining Frequency Levels
•New vs. continuing campaign—New campaigns require a
higher frequency
•Image vs. product sell—Creating an image requires a higher
frequency
•Message variation—A single message requires less
frequency
•Wearout—Higher frequency leads to faster wearout
•Advertising units—Larger units require less frequency

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Figure 10-22 Factors Important in Determining Frequency Levels
•Media factors
•Clutter—More clutter requires higher frequency to break
through it.
•Repeat exposures—Media that allow for more repeat
exposures require less frequency
•Editorial environment—The more consistent the ad is with
the editorial environment, the less frequency is required
•Number of media used—The fewer the media, the lower
the frequency required.
•Attentiveness—The higher the level of attention achieved
by the media, the less frequency required.
•Scheduling—Continuous scheduling requires less frequency
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 Developing and Implementing Media Strategies 6 of 10
Reach versus Frequency continued
– Recency Planning
• focusing on short interval reach at minimum
frequency levels as close to the purchase
decision as possible.
• Rather than focusing on a four-week planning
period for reach, recency planning calls for a
continuous schedule over a one week period,
and less targeting to gain exposure to reach as
many potential consumers as possible.
• Targets less to gain exposure to reach as many potential
consumers as possible
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 Developing and Implementing Media Strategies 7 of 10
Creative Aspects and Mood
– Creative aspects
• Effective implementation of creativity requires appropriate
medium
• Require media and creative departments to work together to
achieve the greatest impact with the audience

– Mood
• Appropriate media should be used to create a mood that
enhances the creativity of a message

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 Developing and Implementing Media Strategies 8 of 10
Flexibility - Helps in dealing with:
•Market opportunities—The development of a new
advertising medium may offer an opportunity that was not
previously available.
•Market threats—Internal or external factors may pose a
threat to the firm, and a change in media strategy is
dictated.
•Availability of media—Alternative vehicles or media must
be considered as a desired medium (or vehicle) is not
always available to the marketer.
•Changes in media or media vehicles—A change in the
medium or in a particular vehicle may require a change in
the media strategy.
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 Developing and Implementing Media Strategies 9 of 10
Budget Considerations
– Absolute cost: Actual total cost required to place the
message
– Relative cost: Relationship between price paid for
advertising time or space and the size of audience
delivered
• Used to compare media vehicles

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 Developing and Implementing Media Strategies 10 of 10
Budget Considerations continued
– Determining Relative Costs of Media
• Cost per thousand (CPM)
Cost of ad space (absolute cost)
CPM = Cost of ad space × 100
Circulation
• Cost per ratings point (CPRP)
Cost of commercial time
CPRP =
Program rating
• Daily inch rate
Cost of ad space × 1,000
Newspapers =
Circulation
• Target Cost Per Thousand (TCPM)
– Calculates CPMs based on the target audience, not the overall
audience
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 Characteristics of Media
Must match media to markets
– Based on unique characteristics

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 Figure 10-27 Media Characteristics 1 of 2
Media Advantages Disadvantages
Television Mass coverage Low selectivity
High reach Short message life
Impact of sight, sound, and motion High absolute cost
High prestige High production costs
Low cost per exposure Clutter
Attention getting
Favorable image
Radio Local coverage Audio only
Low cost Clutter
High frequency Low attention getting
Flexible Fleeting message
Low production costs
Well-segmented audiences
Magazines Segmentation potential Long lead time for ad placement
Quality reproduction Visual only
High information content Lack of flexibility
Longevity
Multiple readers

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 Figure 10-27 Media Characteristics 2 of 2
Media Advantages Disadvantages
Newspapers High coverage Short life
Low cost Clutter
Short lead time for placing ads Low attention-getting capabilities
Ads can be placed in interest sections Poor reproduction quality
Timely (current ads) Selective reader exposure
Reader controls exposure
Can be used for coupons
Outdoor Location specific Short exposure time requires short ad
High repetition Poor image
Easily noticed Local restrictions
Direct mail High selectivity High cost/contact
Reader controls exposure Poor image (junk mail)
High information content Clutter
Opportunities for repeat exposures
Digital/ User selects product information Privacy concerns
interactive User attention and involvement Potential for deception
Interactive relationship Clutter
Direct selling potential Few valid measurement techniques
Flexible message platform

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