Media Planning

and Strategy
 The Traditional Media Landscape

Broadcast
Satellite radio
networks (TV TV stations
stations
and cable) 3,510
2
100

Newspapers
Consumer (daily and Radio stations
magazines weekly) 13,898
5,340 8,100
 Media Terminology

Media
Media AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery
Planning
Planning of
of messages
messages toto audiences
audiences

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

Media
Media Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can
Strategy
Strategy be
be attained
attained

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

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

Print
Print Publications
Publications such
such asas 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 of
of different
different audience
audience members
members
Reach
Reach exposed
exposed at
at least
least once
once in
in aa given
given time
time period
period

The
The potential
potential audience
audience that
that might
might receive
receive
Coverage
Coverage 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
 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
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
 Analyzing Market Potential

Index Number

Percentage of users
in a demographic segment
Index = X 100
Percentage of population
in the same segment
Brand and Category Analysis

Brand Development Index

Percentage of brand to total

U.S. sales in market
BDI = X 100
Percentage of total U.S.
population in market
 Brand and Category Analysis

Category Development Index

Percentage of total product

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

 Marketing Factors Determining Frequency

Marketing
Marketing
Factors
Factors

Brand
Brand Brand
Brand Usage
Usage
Loyalty
Loyalty Share
Share Cycle
Cycle

Brand
Brand Share
Share of
of Purchase
Purchase Target
Target
History
History Voice
Voice Cycles
Cycles Group
Group
 Message Factors Determining Frequency

Message
Message Message
Message Complexity
Complexity
or
or Creative
Creative
Factors
Factors Message
Message Uniqueness
Uniqueness

New
New Vs.
Vs. Continuing
Continuing Campaigns
Campaigns

Image
Image Versus
Versus Product
Product Sell
Sell

Message
Message Variation
Variation

Wearout
Wearout

Advertising
Advertising Units
Units
 Media Factors Determining Frequency

Clutter
Clutter

Repeat
Repeat
Scheduling
Scheduling Exposures
Exposures
Media
Media
Factors
Factors
Editorial
Editorial
Attentiveness
Attentiveness Environment
Environment

Number
Number of
of
Media
Media Used
Used
Flexibility in Media Planning Strategies

Market
Market Market
Market threats
threats
opportunities
opportunities

Flexibility
Flexibility

Changes
Changes inin Availability
Availability of
of
media
media or
or media
media media
media
vehicle
vehicle
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
 Television Pros and Cons
Advantages Disadvantages
Mass
Mass coverage
coverage Low
Low selectivity
selectivity

High
High reach
reach Short
Short message
message life
life

Impact
Impact of
of sight,
sight, sound
sound High
and High absolute
absolute cost
cost
and motion
motion

High
High prestige
prestige High
High
High production
production
production cost
cost
cost

Low
Low cost
cost per
per exposure
exposure Clutter
Clutter

Attention
Attention getting
getting

Favorable
Favorable image
image
 Radio Pros and Cons
Advantages Disadvantages
Local
Local
Local coverage
coverage
coverage Audio
Audio only
only

Low
Low cost
cost Clutter
Clutter

High
High frequency
frequency Low
Low attention
attention getting
getting

Flexible
Flexible Fleeting
Fleeting message
message

Low
Low production
production cost
cost

Well-segmented
Well-segmented audience
audience
 Magazine Pros and Cons
Advantages Disadvantages
Long
Long lead
lead time
time for
for
Segmentation
Segmentation potential
potential ad
ad placement
placement

Quality
Quality reproduction
reproduction Visual
Visual only
only

High
High information
information content
content Lack
Lack of
of flexibility
flexibility

Longevity
Longevity

Multiple
Multiple readers
readers
 Newspaper Pros and Cons
Advantages Disadvantages
High
High coverage
coverage Short
Short life
life

Low
Low cost
cost Clutter
Clutter

Short
Short lead
lead time
time for
for Low
Low attention
attention getting
getting
placing
placing ads
ads
Ads
Ads can
can be
be placed
placed in
in Poor
interest Poor reproduction
reproduction quality
quality
interest sections
sections

Timely
Timely (current
(current ads)
ads) Selective
Selective reader
reader exposure
exposure

Reader
Reader controls
controls exposure
exposure

Can
Can be
be used
used for
for coupons
coupons
Outdoor Pros and Cons
Advantages Disadvantages
Location
Location specific
specific Short
Short exposure
exposure time
time

High
High repetition
repetition Short
Short ads
ads

Easily
Easily noticed
noticed Poor
Poor image
image

Local
Local restrictions
restrictions
 Direct Mail Pros and Cons
Advantages Disadvantages
High
High selectivity
selectivity High
High cost
cost per
per contact
contact

Reader
Reader controls
controls exposure
exposure Poor
Poor image
image (junk
(junk mail)
mail)

High
High information
information content
content Clutter
Clutter

Repeat
Repeat exposure
exposure
opportunities
opportunities
 Internet Pros and Cons
Advantages Disadvantages
User
User selects
selects product
product Limited
Limited creative
creative
information
information capabilities
capabilities
User
User attention
attention and
and Websnarl
Websnarl (crowded
(crowded
involvement
involvement access)
access)

Interactive
Interactive relationship
relationship Technology
Technology limitations
limitations

Few
Few valid
valid measurement
measurement
Direct
Direct selling
selling potential
potential techniques
techniques

Flexible
Flexible message
message platform
platform Limited
Limited reach
reach