10

Media Planning and Strategy

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Expenditures to Reach $1 Trillion
 Traditional Media

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 A series of decisions involving the delivery

Planning of messages to audiences

Media Goals to be attained by the media strategy

Objectives and program

Media Decisions on how the media objectives can

Strategy be attained

Various categories of delivery systems,

Media
including broadcast and print media

Broadcast Either radio or television network or local

Media station broadcasts
 Media Terminology

Print Publications, such as newspapers,

Media magazines, direct mail, outdoor, etc.

Media The specific carrier within a medium

Vehicle category

Jumlah anggota audiens yang berbeda

Reach terpapar setidaknya sekali dalam periode
waktu

Potensi audiens yang mungkin menerima

Coverage
pesan melalui kendaraan

Frekuensi penerima terpapar ke kendaraan

Frequency
media dalam periode waktu tertentu
 Developing the Media Plan

Situation Marketing Creative

analysis strategy plan strategy plan

Setting media objectives

Determining media strategy

Selecting broad media classes

Selecting media within class

Media use decision Media use decision Media use decision

— broadcast — print — other media
 Media Planning Difficulties

Measurement Lack of
Problems Information

Problems
in Media
Planning

Time Inconsistent
Pressure Terms
Developing a Media Plan

Analyze the market

Establish media objectives

Develop media strategy

Implement media strategy

Evaluate performance
 Analyzing Market Potential

Index Number
Percentage of users
in a demographic segment
Index = Percentage of population X 100
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
 Test Your Knowledge

In calculating both the brand development index

(BDI) and the category development index (CDI), a
media planner obtains the following results: Low BDI
and High CDI. What do these results imply?
A) High market share; good market potential
B) Low market share; good market potential
C) High market share; monitor for sales decline
D) Low market share; poor market potential
 Brand and Category Analysis

High BDI Low BDI

High CDI

High market share Low market share

Good market Good market
potential potential

High market share Low market share

Low CDI

Monitor for sales Poor market

decline potential
 Brand and Category Analysis

High BDI Low BDI

The market usually The product category

High CDI

represents good sales shows high potential but

potential for both the the brand isn’t doing well;
product and the brand. the reason should be
determined.

The category isn’t selling Both the product category

well but the brand is; and the brand are doing
Low CDI

may be a good market in poorly; not likely to be a

which to advertise but good place to advertise.
should be monitored for
sales decline.
 Target Audience Coverage

Populasi tidak termasuk target pasar

Target market
Liputan media
Paparan media yang berlebihan

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market
Geographic Coverage
 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

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

Graph of Effective Reach
Marketing Factors Determining Frequency

Marketing
Factors

Brand Brand Usage

Loyalty Share Cycle

Brand Share of Purchase Target

History Voice Cycles Group
Message Factors Determining Frequency

Message Message Complexity

or Creative
Factors Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units
 Media Factors Determining Frequency

Clutter

Repeat
Scheduling
Exposure
Media
Factors
Editorial
Attentiveness
Environment
Number of
Media Used
Flexibility in Media Planning Strategies

Market
Market threats
opportunities

Flexibility

Changes in
Availability of
media or media
media
vehicle
 Test Your Knowledge

Why should an effective media strategy be flexible?

A) Due to the potential development of new
advertising media
B) Due to an alteration of a competitor's
media schedule
C) Due to the unavailability of the desired
medium
D) Due to a drop in the ratings of a show
previously on the media schedule
E) Due to all of the above
Determining Relative Cost of Print Media

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
Calculating CPM Based on Target Audience
Determining Relative Cost of Broadcast Media

Cost per rating point (CPRP)

Cost of commercial time

CPRP = Program rating
 Evaluation and Follow-Up

How well did these strategies achieve

the media objectives?

How well did the media plan contribute

to attaining the overall marketing and
communications objectives?

Use again, or analyze flaws

Super bowl ads
 Television Pros and Cons

Advantages
Mass coverage

High reach
Disadvantages
Sight, sound, motion
Low selectivity
High prestige
Short message life

Low cost per exposure High absolute cost

Attention getting High production cost

Favorable image Clutter

 Radio Pros and Cons

Advantages
Local coverage

Low cost
Disadvantages
High frequency
Audio only
Flexible
Clutter

Low production cost Low attention getting

Well-segmented audience Fleeting message

 Magazine Pros and Cons

Advantages
Segmentation potential

Quality reproduction
Disadvantages
High information content Long lead time for
ad placement

Longevity Visual only

Multiple readers Lack of flexibility

 Newspaper Pros and Cons

Advantages
High coverage

Low cost

Short lead time for Disadvantages

placing ads
Short life
Ads can be placed in
interest sections
Clutter
Timely (current ads)
Low attention getting
Reader controls exposure Poor reproduction quality

Can be used for coupons Selective reader exposure

 Outdoor Pros and Cons

Disadvantages
Short exposure time

Short ads

Advantages
Poor image
Location specific
Local restrictions
High repetition

Easily noticed
 Direct Mail Pros and Cons

Advantages
High selectivity

Reader controls exposure

Disadvantages
High information content High cost per contact
Repeat exposure
opportunities Poor image (junk mail)

Clutter
 Internet Pros and Cons

Advantages Disadvantages
User selects product Limited creative
information capability
User attention and
involvement Websnarl

Interactive relationship Technology limitations

Direct selling potential Few measurement

techniques

Flexible message platform Limited reach

 Test Your Knowledge

In terms of media vehicles, ______ would be most

efficient medium for the “Got Milk” slogan.
A) television
B) interactive media
C) radio
D) outdoor
E) newspapers