Media Planning and Strategy

Media Terminology

Media Planning - A series of decisions involving

the delivery of messages to audiences.
Media Objectives - Goals to be attained by the
media strategy and program.
Media Strategy - Decisions on how the media
objectives can be attained.
Media - The various categories of delivery
systems, including broadcast and print media.
Broadcast Media - Either radio or television
network or local station broadcasts.
Media Terminology

Print Media - Publications such as newspapers

and magazines.
Media Vehicle - The specific message carrier,
such as the MTV or TV Today.
Coverage - The potential audience that might
receive the message through the the vehicle.
Reach - The actual number of individual audience
members reached at least once by the vehicle in a
given period of time.
Frequency - The number of times the receiver is
exposed to vehicle in a specific time period.
Problems in Media Planning

 Lack of information
 Inconsistent terms
 Serious time pressure
 Measurement problems
 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 Media Use Decision Media Use Decision

— Broadcast — Print — Other Media
Developing the Media Plan

Analyze the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance
 Where to Promote?
Brand and Category Analysis

Brand Development Index

Percentage
Percentage ofofbrand
brandsales
to to
total U.S.
total sales
sales in in market
market
BDI = X 100
Percentage
Percentageof total U.S.
of total
population
populationin in
market
market
 Where to Promote?
Brand and Category Analysis

Category Development Index

Percentage of product
category total sales in market
CDI = X 100
Percentage of total
population in market
 Brand and Category Analysis

High BDI Low BDI

High CDI

High
High market
market share
share Low
Low market
market share
share
Good
Good market
market Good
Good market
market
potential
potential potential
potential
Low CDI

High
High market
market share
share Low
Low market
market share
share
Monitor
Monitor for
for sales
sales Poor
Poor market
market
decline
decline potential
potential
 Brand and Category Analysis

High BDI Low BDI

The
Themarket
marketusually
usuallyrepresents
represents The
Theproduct
productcategory
categoryshows
shows
High CDI

good
goodsales
salespotential
potentialfor
forboth
both high
highpotential
potentialbut
butthe
thebrand
brand
the
theproduct
productand
andthe
thebrand.
brand. isn’t
isn’tdoing
doingwell;
well;the
thereason
reason
should
shouldbebedetermined.
determined.

The
Thecategory
categoryisn’t
isn’tselling
sellingwell
well Both
Boththe
theproduct
productcategory
category
Low CDI

but
butthe
thebrand
brandis;
is;may
maybe beaa and
andthe
thebrand
brandare
aredoing
doing
good
goodmarket
marketininwhich
whichto
to poorly;
poorly;not
notlikely
likelyto
tobe
beaagood
good
advertise
advertisebut
butshould
shouldbe
be place
placeto
toadvertise.
advertise.
monitored
monitoredfor
forsales
salesdecline.
decline.
Media Planning Criteria Considerations

 The media mix

 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations
 Target Audience Coverage

Population excluding target market

Target market
Media coverage
Media overexposure

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market
Three Scheduling Methods

Continuity

Flighting

Pulsing

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

Reach of One Program Reach of Two Programs

Total market audience reached Total market audience reached

Duplicated Reach of Both Unduplicated Reach of Both

Total reached with both shows Total reach less duplicate

 Effects of Reach and Frequency

1. One exposure of an ad to a target group within a

purchase cycle has little or no effect in most
circumstances.

2. Since one exposure is usually ineffective, the central goal

of productive media planning should be to enhance
frequency rather than reach.

3. The evidence suggests strongly that an exposure

frequency of two within a purchase cycle is an effective
level.

4. Beyond three exposures within a brand purchase cycle or

over a period of four or even eight weeks, increasing
frequency continues to build advertising effectiveness at
a decreasing rate but with no evidence of decline.
 Effects of reach and frequency

5. Although there are general principles with respect

to frequency of exposure and its relationship to
advertising effectiveness, differential effects by
brand are equally important

6. Frequency response principles or generalizations

do not vary by medium.

7. The data strongly suggest that wearout is not a

function of too much frequency. It is more of a
creative or copy problem.
Marketing Factors Important to
Determining Frequency

 Brand history
 Brand share
 Brand loyalty
 Purchase cycles
 Usage cycle
 Competitive share of voice
 Target group
Message or Creative Factors Important to
Determining Frequency

 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation
 Wearout
 Advertising units
Media Factors Important to
Determining Frequency

 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures
Determining Relative Cost of Media

Cost per thousand (CPM)

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

Advantages Disadvantages

 Mass coverage  Low selectivity

 High reach  Short message life
 Impact of sight, sound,  High absolute cost
and motion  High production
 High prestige costs
 Low cost per exposure  Clutter
 Attention getting
 Favorable image
 Radio Characteristics

Advantages Disadvantages

 Local coverage  Audio only

 Low cost  Clutter
 High frequency  Low attention
 Flexible getting
 Low production costs  Fleeting message
 Well-segmented
audiences
 Magazines Characteristics

Advantages Disadvantages

 Segmentation potential  Long lead time for ad

 Quality reproduction placement
 High information  Visual only
content  Lack of flexibility
 Longevity
 Multiple readers
Newspapers Characteristics

Advantages Disadvantages

 High coverage  Short life

 Low cost  Clutter
 Short lead time for  Low attention-
placing ads getting capabilities
 Ads can placed in  Poor reproduction
interest sections quality
 Timely (current ads)  Selective reader
 Reader controls exposure
exposure
 Can be used for
coupons
Outdoor Characteristics

Advantages Disadvantages

 Location specific  Short exposure

 High resolution time requires short
 Easily noticed ad
 Poor image
 Local restrictions
Direct Mail Characteristics

Advantages Disadvantages

 High selectivity  High cost/contact

 Reader controls  Poor image (junk mail)
exposure  Clutter
 High information
content
 Opportunities for
repeat exposures
 Internet / Interactive Media Characteristics

Advantages Disadvantages

 User selects product  Limited creative

information capabilities
 User attention and  Web snarl (crowded
involvement access)
 Interactive relationship  Technology limitations
 Direct selling potential  Few valid measurement
 Flexible message techniques
platform  Limited reach