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Chapter 10 Media

Planning and Strategy

10-2

Media Terms and Concepts

Media planning

• Series of decisions involved in delivering the promotional message to the prospective users of the product or brand

Media objectives

• Objectives formulated to organize a media plan

Media strategies

• Plans of action designed to attain the media objectives

Medium

• General category of available delivery systems

10-3

Media Terms and Concepts

Media vehicle

• Specific carrier within a medium category

Reach

• Measure of the number of different audience members exposed at least once to a media vehicle in a given period of time

Coverage

• Potential audience that might receive the message through a vehicle

Frequency

• Number of times the receiver is exposed to the media vehicle in a specified period

10-4

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

10-5

Activities Involved in Developing the

Media Plan

Selecting media within class

Selecting broad media classes

Determining media strategy

Media use decisions — print

Media use decisions — broadcast

Media use decisions — other media

Setting media objectives

Marketing strategy plan

Situation analysis

Creative strategy plan

10-6

Problems in Media Planning

 Insufficient information

 Sweeps periods: Used for measuring TV audiences

and setting advertising rates

 Inconsistent terminologies

 Time pressures

 Difficulty measuring effectiveness

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10-7

Developing the Media Plan

10-8

Target Market Identification

 Primary research and/or secondary sources help

determine which specific groups to target

 Index number: Good indicator of the potential of a

market

10-9

Figure 10.7 - How High Indexes can be

Misleading

10-10

Internal and External Factors

Influencing Media Strategies

 Internal factors

 Size of the media budget

 Managerial and administrative capabilities

 Organization of the agency

 External factors

 Rising costs of media

 Changes in technology

 Competitive factors

10-11

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

10-12

Figure 10.10 - Using CDI and BDI to

Determine Market Potential

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10-13

Using BDI and CDI Indexes

10-14

Criteria Considered in the Development

of Media Plans

10-15

Media Mix

 Adds more versatility to the media strategies

 Increases coverage, reach, and frequency levels

 Improves the likelihood of achieving overall

communications and marketing goals

10-16

Target Market Coverage

 Matches the most appropriate media to a market

 Goal - Extend media coverage to members of the

target audience while minimizing waste coverage

 Waste coverage: Media coverage that reaches

people who are not potential buyers and/or users

10-17

Figure 10.13 - Marketing Coverage

Possibilities

10-18

Scheduling

 Timing promotional efforts such that they coincide

with the highest potential buying times

 Methods

 Continuity: Regular pattern of advertising without

gaps or nonadvertising periods

 Flighting: Involves intermittent periods of

advertising and nonadvertising

 Pulsing: Maintains continuity, but promotional

efforts are stepped up at times

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10-19

Three Methods of Promotional

Scheduling

10-20

Characteristics of Scheduling Methods Advantages Disadvantages

Continuity • Serves as a constant reminder to the consumer

• Covers the entire buying cycle

• Allows for media priorities

• Higher costs • Potential for overexposure • Limited media allocation possible

Flighting • Cost efficiency of advertising only during purchase cycles

• Allows for more than one medium or vehicle with limited budgets

• Weighting may offer more exposure and advantage over competitors

• Increased likelihood of wearout • Lack of awareness, interest, retention of

promotional message during nonscheduled times

• Vulnerability to competitive efforts during nonscheduled periods

Pulsing • All of the same as the previous two methods

• Not required for seasonal products

10-21

Representation of Reach and Frequency

10-22

Ratings Points

• Measure of potential reach in the broadcast industry

Program rating

• GRP = Reach × Frequency

Gross ratings points (GRPs)

• Number of people in the primary target audience the media buy will reach, and the number of times

• Does not include waste coverage

Target ratings points (TRPs)

10-23

Effective Reach

 Represents the percentage of audience reached at

each effective frequency increment

 Based on assumption that one exposure to an ad

may not be enough to convey the desired message

10-24

Graph of Effective Reach

This slide can be used to explain the concept of effective reach and the fact that viewers may need to be exposed to a message more than once for successful communication to occur. Effective reach, as shown on the shaded area of this graph, is between 3 to 10 exposures. Fewer than 3 exposures is considered inefficient reach, while more than 10 is considered overexposure. The exposure level is no guarantee of effective communication, as different messages may require more or fewer exposures. This graph shows 3 exposures to be a minimum. However, recent literature suggests that, in the current environment where consumers are exposed to thousands of daily messages, effective reach may now require a minimum of 12 messages. Additionally, the complexity of the message, message length, and recency of the exposure can also have an impact on effective reach.

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10-25

Factors Important in Determining

Frequency Levels

Marketing factors

• Brand history

• Brand share

• Brand loyalty

• Purchase cycles

• Usage cycle

• Competitive share of

voice

• Target group

Message Factors

• Message complexity

• Message uniqueness

• New versus continuing

campaigns

• Image versus product

sell

• Message variation

• Wearout

• Advertising units

Media Factors

• Clutter

• Editorial environment

• Attentiveness

• Scheduling

• Number of media used

• Repeat exposures

10-26

Recency Planning

 Focusing on short interval reach at minimum

frequency levels as close to the purchase decision

as possible

 Has continuous schedule over a one week period

 Targets less to gain exposure to reach as many

potential consumers as possible

10-27

Creative Aspects and Mood

 Creative aspects

 Effective implementation of creativity requires

appropriate medium

 Required media and creative departments to work

together to achieve the greatest impact with the

audience

 Mood

 Appropriate media should be used to create a mood

that enhances the creativity of a message

10-28

Flexibility

 Helps in dealing with:

 Market opportunities

 Market threats

 Availability of media

 Changes in media or media vehicles

10-29

Budget Considerations

 Absolute cost: Actual total cost required to place

the message

 Relative cost: Relationship between price paid for

advertising time or space and the size of audience

delivered

 Used to compare media vehicles

10-30

Determining Relative Costs of Media

Cost per thousand (CPM)

Cost per ratings point (CPRP)

Daily inch rate

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10-31

Target Cost Per Thousand (TCPM)

Calculates CPMs based on the target audience, not the overall audience

10-32

Factors to Consider During Evaluation

and Follow-up

Effectiveness of the strategies in achieving the media objectives

Media plan’s contribution in attaining the overall marketing and communications objectives

10-33

Media Characteristics Media Advantages Disadvantages

Television • Mass coverage and high reach • Impact of sight, sound, and motion • High prestige • Low cost per exposure • Attention getting • Favorable image

• Low selectivity • Short message life • High absolute cost • High production costs • Clutter

Radio • Local coverage • Low cost • High frequency • Flexible • Low production costs • Well-segmented audiences

• Audio only • Clutter • Low attention getting • Fleeting message

Magazines • Segmentation potential • Quality reproduction • High information content • Longevity • Multiple readers

• Long lead time for ad placement

• Visual only • Lack of flexibility

10-34

Media Characteristics Media Advantages Disadvantages

Newspapers • High coverage and low cost • Short lead time for placing ads • Ads can be placed in interest sections • Timely (current ads) • Reader controls exposure • Can be used for coupons

• Short life and poor reproduction quality

• Clutter • Low attention-getting

capabilities • Selective exposure

Outdoor • Location specific • High repetition • Easily noticed

• Short ads • Poor image • Local restrictions

Direct mail • High selectivity • Reader controls exposure • High information content • Enables repeat exposures

• High cost/contact • Poor image (junk mail) • Clutter

Digital/ Interactive

• User selects information • User attention • Interactive relationship • Direct selling potential • Flexible message platform

• Privacy concerns • Potential for deception • Clutter • Lack of measurement

techniques