10

Media Planning and Strategy

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Developing a Media Plan

Analyze the market

Establish media objectives

Develop/implement media strategy

Evaluate performance

10-2
 Using Index Numbers

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

10-3
Using the Brand Development Index

Brand Development Index

Percentage of brand to total

U.S. sales in market
BDI = X 100
Percentage of total U.S.
population in market

10-4
Using the Category Development Index

Category Development Index

Percentage of total product

category sales in market
CDI = X 100
Percentage of total U.S.
population in market

10-5
Using BDI and CDI

10-6
 Developing Media Strategies

• Criteria to consider during plan development

• The media mix
• Target market coverage
• Geographic coverage
• Scheduling
• Reach and frequency
• Recency
• Creative aspects and mood
• Flexibility
• Budget

10-7
 Scheduling Methods

Continuity

Flighting

Pulsing

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

10-8
 Ratings Points

• Gross ratings points (GRPs)

• GRP = Reach X Frequency

• Target ratings points (TRPs)

• The number of people in the primary
target audience the media buy will reach
• The number of times they will be reached

10-9
Marketing Factors Determining Frequency

Marketing
Factors

Brand Brand Usage

Loyalty Share Cycle

Brand Share of Purchase Target

History Voice Cycles Group

10-10
Message Factors Determining Frequency

Message Message Complexity

or Creative
Factors Message Uniqueness

New vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

10-11
Media Factors Determining Frequency

Clutter

Repeat
Scheduling
Exposure
Media
Factors
Editorial
Attentiveness
Environment
Number of
Media Used

10-12
Determining Relative Cost of Print Media

Cost per thousand (CPM)

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

10-13
Determining Relative Cost of Broadcast Media

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating

10-14
Determining Newspaper Advertising Costs

Daily Inch Rate

Cost of ad space x 1,000

Circulation

10-15