Chapter 10

Media
Planning and
Strategy

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Plan
 Media planning is the series of decisions involved in delivering the
promotional message to the prospective purchases of the product or
brand.
 Requires development of:
 Media objectives
 Media strategies (plans of action)

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Plan
 Guides media selection
 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

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Plan
 Medium is the general category of available delivery systems, which
includes:
 Broadcast media (TV/radio)
 Print media (newspapers/magazines)
 Direct marketing
 Outdoor advertising
 Any other support media

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Plan
 Media vehicle is the specific carrier within a medium category.

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Plan
 Reach is a measure of the number of different audience members
exposed at least once to a media vehicle in a given period of time.
 Coverage refers to the potential audience that might receive the
message through a vehicle.
 Frequency refers to the number of times the receiver is exposed to
the media vehicle in a specific period.

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Problems in Media Planning
 Insufficient information
 Sweeps periods: Used for measuring TV audiences and setting
advertising rates at specific times of the year
 Future planning decisions made on past data
 Inconsistent terminologies
 Cost per click vs cost per view

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Problems in Media Planning
 Time pressures
 Responding to a competitor’s cut in pricing
 May be made without proper planning
 Difficulty measuring effectiveness
 Problems with measuring ROI

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Figure 10.4 - Developing the Media Plan

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Market Analysis
 To whom will we advertise?
 What internal and external factors are operating? (company specific
vs economy/technology)
 Where to promote? (which region)

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 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)

• Factors the rate of product usage by geographic area into the
decision process

Category development index (CDI)

• Provides information on the potential for development of the
total product category and not specific brands
Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Establishing media objectives
 Determine specific media objectives
 Designed to lead to the attainment of communications and marketing
objectives
 Example: Create awareness in the target market through the
following:
 Reach 60% of the target audience at least three times over the same six-
month period
 Create a positive brand image through mood and creativity

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing And Implementing Media Strategies
 The media mix
 Use one or multiple alternatives?
 Demonstration might be effective through TV
 Combining media will increase coverage, reach and frequency levels
 Target market coverage
 Extend to as many of the members of the target audience as possible
while minimizing the amount of waste coverage

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 10.13 - Marketing Coverage Possibilities

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing And Implementing Media Strategies
 Geographic coverage
 Rank geographic areas in terms of importance and relevance to product
 Scheduling
 Time promotional efforts to coincide with the highest potential buying
times
 Three methods: continuity, flighting and pulsing

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 10.15 - Three Methods of Promotional Scheduling

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing And Implementing Media Strategies
 Reach versus frequency
 More reach or more frequency?
 Achieving awareness requires reach
 New brands need a very high level of reach
 Reach is needed at later stages as well, such as trial (e.g. samples)

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing And Implementing Media Strategies
 Creative aspects and mood
 Medium must support the strategy (e.g. TV may be better suited for
emotional ads)
 Certain media create different moods (e.g. Architectural Digest vs
Reader’s Digest)

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing And Implementing Media Strategies
 Flexibility
 Market opportunities
 Market threats
 Availability of media
 Changes in media or media vehicles

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing And Implementing Media Strategies
 Budget considerations
 Absolute cost is the actual total cost required to place the message
 Relative cost refers to the relationship between the price paid for
advertising time or space and the size of the audience delivered.
 Used to compare different media vehicles

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Determining Relative Costs of Media
Cost per thousand (CPM)
• 

Cost per ratings point (CPRP)

• 

Daily inch rate

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Characteristics
Media Advantages Disadvantages
Television • Mass coverage and high reach • Low selectivity
• Impact of sight, sound, and motion • Short message life
• High prestige • High absolute cost
• Low cost per exposure • High production costs
• Attention getting • Clutter
• 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

• Quality reproduction placement
• High information content • Visual only
• Longevity • Lack of flexibility
• Multiple readers

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Media Characteristics
Media Advantages Disadvantages
Newspapers • High coverage and low cost • Short life and poor
• Short lead time for placing ads reproduction quality
• Ads can be placed in interest sections • Clutter
• Timely (current ads) • Low attention-getting
• Reader controls exposure capabilities
• Can be used for coupons • Selective exposure

Outdoor • Location specific • Short ads

• 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
• Enables repeat exposures

Digital/ • User selects information • Privacy concerns

Interactive • User attention • Potential for deception
• Interactive relationship • Clutter
• Direct selling potential • Lack of measurement
• Flexible message platform techniques

Copyright © 2015 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.