Media Planning

and Strategy

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Terminology
Media
Media
Planning
Planning

AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery of
of
messages
messages to
to audiences
audiences

Media
Media
Objectives
Objectives

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

Media
Media
Strategy
Strategy

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

Media
Media

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

Broadcast
Broadcast
Media
Media

Either
Either radio
radio or
or television
television network
network or
or local
local
station
station broadcasts
broadcasts
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Terminology
Print
Print
Media
Media

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

Media
Media
Vehicle
Vehicle

The
The specific
specific carrier
carrier within
within aa medium
medium
category
category

Reach
Reach

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

Coverage
Coverage

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

Frequency
Frequency

The
The number
number of
of times
times the
the receiver
receiver is
is exposed
exposed
to
to the
the media
media vehicle
vehicle in
in aa specific
specific time
time period
period
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media Plan

Situation
Situation
Analysis
Analysis

Marketing
Marketing
Strategy
Strategy Plan
Plan

Creative
Creative
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

Broadcast
Broadcast

Media
Media Use
Use Decision
Decision

Print
Print
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media
Media Use
Use Decision
Decision

Other
Other Media
Media

Developing the Media Plan

Situation Analysis
To understand the marketing
problem. An analysis is made of a
company and its competitors on the
basis of: Size and Share of total market
Sales History, Costs, and Profits.
Methods of Selling
Distribution practices
Use of advertising
Nature of the Product
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media Plan

Marketing Strategy Plan

To plan activities that will solve one or
more of the marketing problems.
Includes the determination of: Marketing Objective
Product and spending strategy
Which elements of the marketing mix are
to be used.
Identification of Best Market segments.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media Plan

Creative strategy plan

To determine what to communicate
through advertisements. Include the
determination of: How product can meet consumer needs
How product will be positioned in
advertisements
Specific objectives of each advertisement
Number and sizes of advertisement.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Planning Difficulties

Measurement
Measurement
Problems
Problems

Lack
Lack of
of
Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time
Pressure
Pressure

Inconsistent
Inconsistent
Terms
Terms
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Brand and Category Analysis

Brand Development Index

Percentage of brand to total
U.S. sales in market
BDI =

Percentage of total U.S.

population in market

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

X 100

Brand and Category Analysis

Category Development Index

Percentage of total product
category sales in market
CDI =

Percentage of total U.S.

population in market

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

X 100

Brand and Category Analysis

High CDI

Low BDI

High
High market
market share
share
Good
Good market
market
potential
potential

Low
Low market
market share
share
Good
Good market
market potential
potential

Low CDI

High BDI

High
High market
market share
share
Monitor
Monitor for
for sales
sales
decline
decline

Low
Low market
market share
share
Poor
Poor market
market potential
potential

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Brand and Category Analysis

Low CDI

High CDI

High BDI

Low BDI

The
The market
market usually
usually
represents
represents good
good sales
sales
potential
potential for
for both
both the
the
product
product and
and the
the brand.
brand.

The
The product
product category
category
shows
shows high
high potential
potential but
but
the
the brand
brand isnt
isnt doing
doing well;
well;
the
the reason
reason should
should be
be
determined.
determined.

The
The category
category isnt
isnt selling
selling
well
well but
but the
the brand
brand is;
is;
may
may be
be aa good
good market
market in
in
which
which to
to advertise
advertise but
but
should
should be
be monitored
monitored for
for
sales
sales decline.
decline.

Both
Both the
the product
product category
category
and
and the
the brand
brand are
are doing
doing
poorly;
poorly; not
not likely
likely to
to be
be aa
good
good place
place to
to advertise.
advertise.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Target Audience Coverage

Population excluding target market
Target market
Media coverage
Media overexposure
Target
Market
Proportion

Full
Market
Coverage

Partial
Market
Coverage

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Coverage
Exceeding
Market

Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Scheduling Methods

Continuity
Refers to continuous pattern of
advertising, which may mean every
day, every week, or every month.
Such strategies might be used for
advertising for food products, laundry
detergents, or other products
consumed on an ongoing basis
without regard for seasonality.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Scheduling Methods

Flighting
A less regular schedule
At some time periods there are
heavier promotional expenditures,
and at others there may be no
advertising.
Seasonality factor

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Scheduling Methods

Pulsing
Is a combination of first two methods.
In a pulsing strategy continuity is
maintained, but a certain times
promotional efforts are stepped up.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing Factors Determining Frequency

Marketing
Marketing
Factors
Factors

Brand
Brand
Loyalty
Loyalty

Brand
Brand
History
History

Brand
Brand
Share
Share

Share
Share of
of
Voice
Voice

Usage
Usage
Cycle
Cycle

Purchase
Purchase
Cycles
Cycles

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Target
Target
Group
Group

Message Factors Determining Frequency

Message
Message
or
or Creative
Creative
Factors
Factors

Message
Message Complexity
Complexity
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
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Factors Determining Frequency

Clutter
Clutter
Repeat
Repeat
Exposures
Exposures

Scheduling
Scheduling

Media
Media
Factors
Factors
Editorial
Editorial
Environment
Environment

Attentiveness
Attentiveness

Number
Number of
of
Media
Media Used
Used
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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
and
and Motion
Motion

High
High Absolute
Absolute Cost
Cost

High
High Prestige
Prestige

High
High Production
Production Cost
Cost

Low
Low Cost
Cost Per
Per Exposure
Exposure

Clutter
Clutter

Attention
Attention Getting
Getting
Favorable
Favorable Image
Image
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Radio Pros and Cons

Advantages

Disadvantages

Local
Local 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

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Magazine Pros and Cons

Advantages

Disadvantages

Segmentation
Segmentation Potential
Potential

Long
Long Lead
Lead Time
Time for
for
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

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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
Placing
Placing Ads
Ads

Low
Low Attention
Attention Getting
Getting

Ads
Ads Can
Can Be
Be Placed
Placed in
in
Interest
Interest Sections
Sections

Poor
Poor Reproduction
Reproduction Quality
Quality

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
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outdoor Pros and Cons

Advantages

Disadvantages

Location
Location Specific
Specific

Sort
Sort Exposure
Exposure Time
Time

High
High Repetition
Repetition

Short
Short Ads
Ads

Easily
Easily Noticed
Noticed

Poor
Poor Image
Image
Local
Local Restrictions
Restrictions

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Internet Pros and Cons

Advantages

Disadvantages

User
User Selects
Selects Product
Product
Information
Information

Limited
Limited Creative
Creative
Capabilities
Capabilities

User
User Attention
Attention and
and
Involvement
Involvement

Websnarl
Websnarl (Crowded
(Crowded
Access)
Access)

Interactive
Interactive Relationship
Relationship

Technology
Technology Limitations
Limitations

Direct
Direct Selling
Selling Potential
Potential

Few
Few Valid
Valid Measurement
Measurement
Techniques
Techniques

Flexible
Flexible Message
Message Platform
Platform

Limited
Limited Reach
Reach

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin