media

Media Planningand StrategyMedia Planningand Strategy

Media Planning

• Finding the best way to get the message to the target market. “Best” means largest part of market at best price and in best media environment for the message

A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program

Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained

The various categories of delivery systems, including broadcast and print mediaThe various categories of delivery systems, including broadcast and print media

Either radio or television network or local station broadcastsEither radio or television network or local station broadcasts

A series of decisions involving the delivery of messages to audiencesA series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and programGoals to be attained by the media strategy and program

Decisions on how the media objectives can be attainedDecisions on how the media objectives can be attained

The various categories of delivery systems, including broadcast and print mediaThe various categories of delivery systems, including broadcast and print media

Media Terminology

MediaPlanningMedia

Planning

MediaObjectives

MediaObjectives

MediaStrategyMedia

Strategy

MediaMedia

BroadcastMedia

BroadcastMedia

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

The specific carrier within a medium categoryThe specific carrier within a medium category

Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period

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

The number of times the receiver is exposed to the media vehicle in a specific time periodThe number of times the receiver is exposed to the media vehicle in a specific time period

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

Number of different audience members exposed at least once in a given time periodNumber of different audience members exposed at least once in a given time period

The specific carrier within a medium categoryThe specific carrier within a medium category

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

Media Terminology

PrintMediaPrintMedia

Media VehicleMedia

Vehicle

ReachReach

CoverageCoverage

FrequencyFrequency

Selecting Media Within ClassSelecting Media Within Class

Selecting Broad Media ClassesSelecting Broad Media Classes

Determining Media StrategyDetermining Media Strategy

Media Use Decision— Print

Media Use Decision— Print

Media Use Decision— Broadcast

Media Use Decision— Broadcast

Media Use Decision— Other Media

Media Use Decision— Other Media

Selecting Media Within ClassSelecting Media Within Class

Determining Media StrategyDetermining Media Strategy

Selecting Broad Media ClassesSelecting Broad Media Classes

Developing the Media Plan

Setting Media ObjectivesSetting Media ObjectivesSetting Media ObjectivesSetting Media Objectives

Marketing Strategy PlanMarketing

Strategy PlanCreative

Strategy PlanCreative

Strategy PlanMarketing

Strategy PlanMarketing

Strategy PlanSituation Analysis

Situation Analysis

Creative Strategy Plan

Creative Strategy Plan

Situation Analysis

Situation Analysis

Measurement Problems


Lack of Information

Lack of Information

InconsistentTerms

InconsistentTerms

TimePressure

TimePressure

InconsistentTerms

InconsistentTerms

Lack of Information

Lack of Information



Media Planning Difficulties

Problemsin MediaPlanning

Problemsin MediaPlanning

Evaluate PerformanceEvaluate Performance

Implement Media StrategyImplement Media Strategy

Develop Media StrategyDevelop Media Strategy

Establish Media ObjectivesEstablish Media Objectives

Analyze the MarketAnalyze the Market

Implement Media StrategyImplement Media Strategy

Develop Media StrategyDevelop Media Strategy

Establish Media ObjectivesEstablish Media Objectives

Analyze the MarketAnalyze the Market

Developing the Media Plan

Three Scheduling Methods

Continuity

Pulsing

Flighting

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

Target GroupTarget Group

Brand HistoryBrand History

Share of Voice

Share of Voice

Purchase Cycles

Purchase Cycles

Brand LoyaltyBrand

LoyaltyBrand ShareBrand Share

Usage Cycle

Usage Cycle

Purchase Cycles

Purchase Cycles

Share of Voice

Share of Voice

Brand HistoryBrand History

Usage Cycle

Usage Cycle

Brand ShareBrand Share

Brand LoyaltyBrand

Loyalty

Marketing Factors Determining Frequency

Marketing Factors

Marketing Factors

Message ComplexityMessage Complexity

Message UniquenessMessage Uniqueness

New Vs. Continuing CampaignsNew Vs. Continuing Campaigns

Image Versus Product SellImage Versus Product Sell

Message VariationMessage Variation

WearoutWearout

Advertising UnitsAdvertising Units

WearoutWearout

Message VariationMessage Variation

Image Versus Product SellImage Versus Product Sell

New Vs. Continuing CampaignsNew Vs. Continuing Campaigns

Message UniquenessMessage Uniqueness

Message ComplexityMessage Complexity

Message Factors Determining Frequency

Messageor Creative

Factors

Messageor Creative

Factors

ClutterClutter

Number of Media UsedNumber of Media Used

Repeat ExposuresRepeat

Exposures

Editorial Environment


SchedulingScheduling

AttentivenessAttentivenessAttentivenessAttentiveness

Number of Media UsedNumber of Media Used



Repeat ExposuresRepeat

Exposures

ClutterClutter

Media Factors Determining Frequency

Media FactorsMedia

Factors

Determining Relative Cost of Media-Print

Cost of ad space(absolute cost)

CirculationCPM = X 1,000

Cost per thousand (CPM)

Determining Relative Cost of Media-Broadcast

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

Short Message LifeShort Message Life

High Production CostHigh Production Cost

Low SelectivityLow Selectivity

High Absolute CostHigh Absolute Cost

ClutterClutter

Mass CoverageMass Coverage

High ReachHigh Reach

Impact of Sight, Sound and Motion


High PrestigeHigh Prestige

Low Cost Per ExposureLow Cost Per Exposure

Attention GettingAttention Getting

Favorable ImageFavorable Image

High Production CostHigh Production Cost

High Absolute CostHigh Absolute Cost

Short Message LifeShort Message Life

Low SelectivityLow Selectivity

Favorable ImageFavorable Image

Attention GettingAttention Getting

Low Cost Per ExposureLow Cost Per Exposure

High PrestigeHigh Prestige



High ReachHigh Reach

Mass CoverageMass Coverage

Television Pros and Cons

AdvantagesAdvantages DisadvantagesDisadvantages

ClutterClutter

Fleeting MessageFleeting Message

Audio OnlyAudio Only

Low Attention GettingLow Attention Getting

Local CoverageLocal Coverage

Low CostLow Cost

High FrequencyHigh Frequency

FlexibleFlexible

Low Production CostLow Production Cost

Well-segmented AudienceWell-segmented Audience


ClutterClutter

Audio OnlyAudio Only

Well-segmented AudienceWell-segmented Audience

Low Production CostLow Production Cost

FlexibleFlexible

High FrequencyHigh Frequency

Low CostLow Cost

Local CoverageLocal Coverage

Radio Pros and Cons


Visual OnlyVisual Only

Long Lead Time for Ad Placement


Lack of FlexibilityLack of Flexibility

Segmentation PotentialSegmentation Potential

Quality ReproductionQuality Reproduction

High Information ContentHigh Information Content

LongevityLongevity

Multiple ReadersMultiple Readers

Visual OnlyVisual Only



Multiple ReadersMultiple Readers

LongevityLongevity


Quality ReproductionQuality Reproduction

Segmentation PotentialSegmentation Potential

Magazine Pros and Cons


ClutterClutter

Poor Reproduction QualityPoor Reproduction Quality

Short LifeShort Life


High CoverageHigh Coverage

Low CostLow Cost

Short Lead Time for Placing Ads


Ads Can Be Placed in Interest Sections


Timely (Current Ads)Timely (Current Ads)

Reader Controls ExposureReader Controls Exposure

Can Be Used for CouponsCan Be Used for Coupons

Selective Reader ExposureSelective Reader Exposure

Poor Reproduction QualityPoor Reproduction Quality


ClutterClutter

Short LifeShort Life

Can Be Used for CouponsCan Be Used for Coupons


Timely (Current Ads)Timely (Current Ads)





Low CostLow Cost

High CoverageHigh Coverage

Newspaper Pros and Cons


Short AdsShort Ads

Local RestrictionsLocal Restrictions

Sort Exposure TimeSort Exposure Time

Poor ImagePoor Image

Location SpecificLocation Specific

High RepetitionHigh Repetition

Easily NoticedEasily Noticed Poor ImagePoor Image

Short AdsShort Ads

Sort Exposure TimeSort Exposure Time

Easily NoticedEasily Noticed

High RepetitionHigh Repetition

Location SpecificLocation Specific

Outdoor Pros and Cons


Poor Image (Junk Mail)Poor Image (Junk Mail)

High Cost Per ContactHigh Cost Per Contact

ClutterClutter

High SelectivityHigh Selectivity



Repeat Exposure Opportunities


Poor Image (Junk Mail)Poor Image (Junk Mail)

High Cost Per ContactHigh Cost Per Contact





High SelectivityHigh Selectivity

Direct Mail Pros and Cons


Websnarl (Crowded Access)


Few Valid Measurement Techniques


Limited Creative Capabilities


Technology LimitationsTechnology Limitations

Limited ReachLimited Reach

User Selects Product Information


User Attention and Involvement


Interactive RelationshipInteractive Relationship

Direct Selling PotentialDirect Selling Potential

Flexible Message PlatformFlexible Message Platform



Technology LimitationsTechnology Limitations





Flexible Message PlatformFlexible Message Platform

Direct Selling PotentialDirect Selling Potential

Interactive RelationshipInteractive Relationship





Internet Pros and Cons


media

Business

media factors

best media environment

broad media classes

message factors

specific time period

series of decisions

given time period

target market