Media Planning

and Strategy
 Media Terminology

Media
Media A
A series
series of
of decisions
decisions involving
involving the
the
Planning
Planning delivery
delivery of
of messages
messages to to audiences
audiences

Media
Media Goals
Goals to
to be
be attained
attained by
by the
the media
media
Objectives
Objectives strategy
strategy and
and program
program

Media
Media Plans
Decisions
of
of action
Decisions
Plans on
on how
action -- designed
how the
the media
designed to
mediato obtain
obtain
Strategy
Strategy objectives
media objectives
objectives
media can
can be
be attained
objectives attained

Medium
Medium Genral
Genral categories
categories of
of delivery
delivery systems
systems

Broadcast
Broadcast Either
Either radio
radio or
or television
television network
network or
or
Media
Media local
local station
station broadcasts
broadcasts
 Media Terminology

Print
Print Publications
Publications such
such as
as newspapers,
newspapers,
Media
Media magazines,
magazines, direct
direct mail,
mail, outdoor,
outdoor, etc.
etc.

Media
Media The
The specific
specific carrier
carrier within
within aa medium
medium
Vehicle
Vehicle category
category

Number
Number
Number of
Number different
of different audience
differentaudience
different members
audiencemembers
audience members
members
Reach
Reach exposed
exposed
exposed at
exposed least
at least once
leastonce
least in
oncein
once inaaaagiven
in given time
giventime
given period
timeperiod
time period
period

The
The potential
potential audience
audience that
that might
might
Coverage
Coverage receive
receive the
the message
message through
through the
the vehicle
vehicle

The
The number
number of
of times
times the
the receiver
receiver isis exposed
exposed
Frequency
Frequency to
to the
the media
media vehicle
vehicle in
in aa specific
specific time
time period
period
Media Planning Difficulties

Measurement
Measurement Lack
Lack of
of
Problems
Problems Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time Inconsistent
Inconsistent
Pressure
Pressure Terms
Terms
Developing the Media Plan

Analyze
Analyze the
the market
market

Establish
Establish media
media objectives
objectives

Develop
Develop media
media strategy
strategy

Implement
Implement media
media strategy
strategy

Evaluate
Evaluate performance
performance
 Developing the Media Plan

Situation
Situation Marketing
Marketing Creative
Creative
analysis
analysis strategy
strategy plan
plan strategy
strategy plan
plan

Setting
Setting media
media objectives
objectives

Determining
Determining media
media strategy
strategy

Selecting
Selecting broad
broad media
media classes
classes

Selecting
Selecting media
media within
within class
class

Media
Media use
use decision
decision Media
Media use
use decision
decision Media
Media use
use decision
decision
—— broadcast
broadcast —— print
print —— other
other media
media
 Establishing Media Objectives

 Designed to lead to attainment of

communications and marketing objectives.
 Limited to those can be accomplished through
media strategies
 SMART rule

Ex:
Use broadcast media to provide coverage
of 80% of the target market over
six-month period
 Developing and Implementing Media
Strategies

 The media mix

 Target market coverage
 Scheduling
 Reach and Frequency
 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

A. Reach of One Program B. Reach of Two Programs

Total market audience reached Total market audience reached

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total reached with both shows Total reach less duplicate

Flexibility in Media Planning Strategies

Market
Market Market
Market threats
threats
opportunities
opportunities

Flexibility
Flexibility

Changes
Changes inin media
media Availability
Availability of
of
or
or media
media vehicle
vehicle media
media
Determining Relative Cost of Media-Print

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating
Evaluation of
Broadcast Media
 Common Television Dayparts

12 12
11 1 11 1
10 2 10 2

9 AM 3 9 PM 3

8 4 8 4
7 5 7 5
6 6

Morning Prime Time

Daytime Late News

Early Fringe Late Fringe

Prime-Time Access Late Night
Measuring TV Audiences

Television
Television
Households
Households

Audience
Audience Program
Program
Measures
Measures Rating
Rating

Share
Share of
of Households
Households
Audience
Audience Using
Using TV
TV
 Dayparts for Radio

12 12
11 1 11 1
10 2 10 2

9 AM 3 9 PM 3

8 4 8 4
7 5 7 5
6 6

Morning Drive Time Nighttime

Daytime All Night

Afternoon/Evening Drive Time

Evaluation of
Print Media
 Classifications of Magazines

By
By By
By By
By
Audience
Content
Audience
Content Geography
Geography Size
Size

•• Consumer
Consumer •• Local
Local •• Large
Large
Magazines
Magazines •• Regional
Regional •• Flat
Flat
•• Farm
Farm •• National
National •• Standard
Standard
Magazines
Magazines
•• Small
Small or
or
•• Business
Business Pocket
Pocket
Magazines
Magazines
Classifications of Magazines by Audiences
Consumer Magazines Target Specific Interests
City Magazines Provide Geographic Targeting
 Special Magazine Features

Bleed
Bleed Pages
Pages

Creative
Creative Inserts
Inserts
Space
Space

Gatefolds
Gatefolds Pop-Ups
Pop-Ups

Cover
Cover
Positions
Positions
Bleed Pages
Pop-ups
Gatefolds
Quarter Page Ads Can Extend a Media Budget
Newspaper Classifications by Type
 Magazine Circulation Concepts

Primary
Primary
Circulation
Circulation

Total
Total Guaranteed
Guaranteed
Audience
Audience Circulation
Circulation

Controlled
Controlled Circulation
Circulation
Circulation
Circulation Verification
Verification

Pass-Along
Pass-Along
Readership
Readership
The Future of Magazines

Declining
Declining Ad
Ad Revenues
Revenues

Stronger
Stronger Editorial
Editorial Platforms
Platforms

Circulation
Circulation Management
Management

Cross-Mag.
Cross-Mag. &
& Media
Media Deals
Deals
Trends,
Trends, Database
Database Marketing
Marketing
Trends…
Advances
Advances in
in Technology
Technology

Online
Online Delivery
Delivery Methods
Methods
 Newspaper Advertising
Local
Local (mostly
(mostly retail)
retail)

Display
Display Ads
Ads General
General (often
(often national)
national)

Paid
Paid reading
reading notices
notices (editorial
(editorial look)
look)
Small
Small items
items arranged
arranged by
by topic
topic

Classified
Classified Ads
Ads Rates
Rates based
based on
on size,
size, duration
duration

Classified
Classified display
display -- combination
combination

Legal
Legal notices
notices -- public
public reports
reports

Public
Public Notices
Notices Notices
Notices by
by people,
people, organizations
organizations
Financial
Financial reports
reports

Printed
Printed Inserts
Inserts Prepared
Prepared separately
separately by
by advertisers
advertisers
Newspaper Advertising
Support Media
Support Media

Support
Support media
media are
are
also
also referred
referred to
to as:
as:

Alternative
Alternative Nonmeasured
Nonmeasured Nontraditional
Nontraditional
Media
Media Media
Media Media
Media
 Examples of Traditional Support Media

Outdoor
Outdoor Advertising
Advertising

Aerial
Aerial Advertising
Advertising

Mobile
Mobile Billboards
Billboards
Traditional
Traditional
Support
Support In-store
In-store Media
Media
Media
Media
Promotional
Promotional Products
Products

Yellow
Yellow Pages
Pages

Other
Other Media
Media
Out-of-Home Media – A Diverse Cross-Section of
Formats
Outdoor Advertising Goes Beyond Two Dimensions
 Other Out-of-Home Media

Aerial
Aerial Advertising
Advertising

Sky
SkyBanners
Sky
Sky Banners
Banners
Banners Blimps
Blimps
Blimps
Blimps Sky
SkyWriting
Sky
Sky Writing
Writing
Writing

Mobile
Mobile Billboards
Billboards

Trucks
Trucks
Trucks
Trucks Vans
Vans
Vans
Vans Trailers
Trailers
Trailers
Trailers

In-Store
In-Store Media
Media

Signs
Signs
Signs
Signs Video
Video
Video
Video Kiosks
Kiosks
Blimps Carry the Message High and Wide
Sky banner
sky writing
 Other Miscellaneous Outdoor Media

Wall
Wall Car
Car Top
Top
Drawings
Drawings Signs
Signs

Sidewalk
Sidewalk Ski
Ski Lift
Lift
Signs
Signs Poles
Poles
Media
Media
Options
Options
Parking
Parking Gasoline
Gasoline
Meters
Meters Pumps
Pumps

ATM
ATM Trash
Trash
Displays
Displays Cans
Cans
Trucks Become Billboards on Wheels
Transit Advertising Media

Platform
Platform
Posters
Posters

Station
Station Terminal
Terminal
Posters
Posters Posters
Posters

Inside
Inside Outside
Outside
Cards
Cards Posters
Posters
Miscellaneous Outdoor Media Include Car-Tops
Terminal Posters Gain Attention
Forms of Yellow Pages

Internet
Internet
Yellow
Yellow Pages
Pages

Specialized
Specialized Other
Other
directories
directories Services
Services
Vietnam Yellow Pages
Types of In-Flight Advertising

Magazines
Magazines Catalogs
Catalogs

Radio
Radio Videos
Videos
 Nontraditional Support Media

Product
Product
Placements
Placements

Product
Product
Others
Others Integration
Integration
Branded
Branded
Entertainment
Entertainment
Ad-Supported
Ad-Supported Advertainment
Advertainment
VOD
VOD

Content
Content
Sponsorship
Sponsorship
 Miscellaneous Other Media

Parking
Parking lot
lot
ads
ads

Videogame
Videogame Bathroom
Bathroom ads
ads
ads
ads

Place-based
Place-based
Others
Others media
media
Newspaper Classifications

Daily
Daily
Publication
Publication
Frequency
Frequency Weekly
Weekly

National
National

Type
Type Special-audience
Special-audience

Supplements
Supplements

Standard
Standard
Size
Size
Tabloid
Tabloid

Ethnic,
Ethnic, religious,
religious, etc.
etc.
Audience
Audience Type
Type
Business,
Business, financial,
financial, etc.
etc.
Characteristics of Newspapers

The
The dominant
dominant advertising
advertising vehicle
vehicle

Account
Account for 22%
for 18%
22% of
18% of ad
ad dollars
dollars

About
About 1,500
1,500 daily
daily papers
papers in
in print
print

Dailys
Dailys read
read by
by about 60%
about 54%
60% of
54% of adults
adults

Main
Main community
community medium
medium

Local
Local ads
ads provide
provide most
most of
of revenue
revenue
 Newspaper Advertising
Local (mostly retail)
Local (mostly retail)

Display
Display Ads
Ads General
General (often
(often national)
national)

Paid
Paid reading notices (editorial
reading notices (editorial look)
look)
Small items arranged
Small items arranged by
by topic
topic

Classified
Classified Ads
Ads Rates
Rates based
based on
on size,
size, duration
duration

Classified display
Classified display -- combination
combination

Legal
Legal notices
notices -- public
public reports
reports

Public
Public Notices
Notices Notices by
Notices by people,
people, organizations
organizations
Financial
Financial reports
reports

Printed
Printed Inserts
Inserts Prepared
Prepared separately
separately by
by advertisers
advertisers
Unique Newspaper Features

Mass
Mass audience
audience

Cross-section
Cross-section of
of population
population

Local
Local geographic
geographic coverage
coverage

Wide
Wide range
range of
of content,
content, subjects
subjects

Selective
Selective readership
readership by
by area
area

Timely
Timely coverage,
coverage, daily
daily issues
issues

Readership
Readership concentrated
concentrated in
in time
time

Permanent,
Permanent, durable
durable record
record
 Newspaper Advantages and Drawbacks
Advantages Disadvantages

Extensive Production
Production quality
quality
Extensive penetration
penetration may
may be
be low
low
They
They have
have aa
Flexibility
Flexibility short
short life
life span
span
Not
Not demographically
demographically
Geographic
Geographic selectivity
selectivity selective
selective
Not
Not psychographically
psychographically
Involvement,
Involvement, acceptance
acceptance selective
selective
There's
There's heavy
heavy ad
ad
Services
Services offered
offered competition
competition

Potentially
Potentially poor
poor placement
placement

May
May bebe overlapping
overlapping
circulation
circulation
 Newspaper Characteristics

Read
Read by
by almost
almost all
all consumers
consumers

Wide
Wide Read
Read daily
daily in
in an
an ordered
ordered way
way
Audience
Audience
Readers
Readers look
look at
at over
over 3/4
3/4
of
of all
all pages
pages

Few
Few limitations
limitations on
on ad
ad size
size

Spot Offer
Offer
Spot and
and full
full color
color available
available
Flexibility
Flexibility
Many
Many shapes,
shapes, sizes,
sizes,
paper,
paper, &
& printing
printing
Rate Terminology

Split Runs Split Run Rates

Preferred Position Differential Rates
Color Rates Insertion Rates
Combination Rates Run-of-Paper [ROP]
Open Rates Short Rates
Flat Rates Earned Rates
National Rates Local Rates

Terms of the Trade

The Future of Newspapers

Positioning
Competitionthe
Competition
Positioning from
the
from Use
Use aa Unique
Unique
Brand Circulation
Circulation
other
other media
Brand media Selling
Selling Position
Position

Problems
Problems and
and
issues
issues
newspapers
newspapers
must
must address
address

Attracting
Attracting and
and Create
Create the
the Brand
Brand
Cross-media
Cross-media buys
buys
retaining
retaining readers
readers Image
Image
Unique Newspaper Features

Mass
Mass audience
audience

Cross-section
Cross-section of
of population
population

Local
Local geographic
geographic coverage
coverage

Wide
Wide range
range of
of content,
content, subjects
subjects

Selective
Selective readership
readership by
by area
area

Timely
Timely coverage,
coverage, daily
daily issues
issues

Readership
Readership concentrated
concentrated in
in time
time

Permanent,
Permanent, durable
durable record
record
 Newspaper Advantages and Drawbacks
Advantages Disadvantages

Extensive Production
Production quality
quality
Extensive penetration
penetration may
may be
be low
low
They
They have
have aa
Flexibility
Flexibility short
short life
life span
span
Not
Not demographically
demographically
Geographic
Geographic selectivity
selectivity selective
selective
Not
Not psychographically
psychographically
Involvement,
Involvement, acceptance
acceptance selective
selective
There's
There's heavy
heavy ad
ad
Services
Services offered
offered competition
competition

Potentially
Potentially poor
poor placement
placement

May
May bebe overlapping
overlapping
circulation
circulation
 Newspaper Characteristics

Read
Read by
by almost
almost all
all consumers
consumers

Wide
Wide Read
Read daily
daily in
in an
an ordered
ordered way
way
Audience
Audience
Readers
Readers look
look at
at over
over 3/4
3/4
of
of all
all pages
pages

Few
Few limitations
limitations on
on ad
ad size
size

Spot Offer
Offer
Spot and
and full
full color
color available
available
Flexibility
Flexibility
Many
Many shapes,
shapes, sizes,
sizes,
paper,
paper, &
& printing
printing
Rate Terminology

Split Runs Split Run Rates

Preferred Position Differential Rates
Color Rates Insertion Rates
Combination Rates Run-of-Paper [ROP]
Open Rates Short Rates
Flat Rates Earned Rates
National Rates Local Rates

Terms of the Trade

The Future of Newspapers

Positioning
Competitionthe
Competition
Positioning from
the
from Use
Use aa Unique
Unique
Brand Circulation
Circulation
other
other media
Brand media Selling
Selling Position
Position

Problems
Problems and
and
issues
issues
newspapers
newspapers
must
must address
address

Attracting
Attracting and
and Create
Create the
the Brand
Brand
Cross-media
Cross-media buys
buys
retaining
retaining readers
readers Image
Image