Media Planning

and Strategy
 Media Terminology

Media
Media A series of decisions involving the delivery of 
A series of decisions involving the delivery of 
Planning
Planning messages to audiences
messages to audiences

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

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

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

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

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

Media 
Media 
The specific carrier within a medium category
The specific carrier within a medium category
Vehicle
Vehicle

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

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

The number of times the receiver is exposed to 
The number of times the receiver is exposed to 
Frequency
Frequency the media vehicle in a specific time period
the media vehicle in a specific time period
 Developing the Media Plan

Situation 
Situation  Marketing 
Marketing  Creative 
Creative 
Analysis
Analysis Strategy Plan
Strategy Plan Strategy Plan
Strategy Plan

Setting Media Objectives
Setting Media Objectives

Determining Media Strategy
Determining Media Strategy

Selecting Broad Media Classes
Selecting Broad Media Classes

Selecting Media Within Class
Selecting Media Within Class

Media Use Decision
Media Use Decision Media Use Decision
Media Use Decision Media Use Decision
Media Use Decision
— Broadcast
— Broadcast — Print
— Print — Other Media
— Other Media
Media Planning Difficulties

Measurement 
Measurement  Lack of 
Lack of 
Problems
Problems Information
Information

Problems
Problems
in Media
in Media
Planning
Planning

Time
Time Inconsistent
Inconsistent
Pressure
Pressure Terms
Terms
 Developing the Media Plan

Analyze the Market
Analyze the Market

Establish Media Objectives
Establish Media Objectives

Develop Media Strategy
Develop Media Strategy

Implement Media Strategy
Implement Media Strategy

Evaluate Performance
Evaluate Performance
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand and Category Analysis

Brand Development Index

Pe rc e ntag e  o f brand to  to tal 

U.S. sale s in marke t
BDI = X 100
Pe rc e ntag e  o f to tal U.S. 
po pulatio n in marke t
Brand and Category Analysis

Category Development Index

Pe rc e ntage  o f to tal pro duc t 

c ate g o ry sale s in marke t
CDI = X 100
Pe rc e ntage  o f to tal U.S. 
po pulatio n in marke t
 Brand and Category Analysis

High BDI Low BDI
High CDI

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

High market share Low market share
Low CDI

High market share Low market share
Monitor for sales 
Monitor for sales  Poor market potential
Poor market potential
decline
decline
 Brand and Category Analysis

High BDI Low BDI

The market usually 
The market usually  The product category shows 
The product category shows 
High CDI

represents good sales 
represents good sales  high potential but the brand 
high potential but the brand 
potential for both the 
potential for both the  isn’t doing well; the reason 
isn’t doing well; the reason 
product and the brand.
product and the brand. should be determined.
should be determined.

The category isn’t selling 
The category isn’t selling  Both the product category 
Both the product category 
Low CDI

well but the brand is; may 
well but the brand is; may  and the brand are doing 
and the brand are doing 
be a good market in which 
be a good market in which  poorly; not likely to be a good 
poorly; not likely to be a good 
to advertise but should be 
to advertise but should be  place to advertise.
place to advertise.
monitored for sales decline.
monitored for sales decline.

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

 Target Audience Coverage

Po pulatio n exc luding  targ e t marke t

Targe t marke t
Me dia c o ve rage
Me dia o ve rexpo sure

Target Full Partial Covera

Market Market Market ge
Proport Covera Covera Exceedi
ion ge ge ng
Market
 Three Scheduling Methods

Co ntinuity

Flig hting

Pulsing

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

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 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Graph of Effective Reach

Figure 10­22

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 Marketing Factors Determining Frequency

Marketing 
Marketing 
Factors
Factors

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

Brand 
Brand  Share of 
Share of  Purchase 
Purchase  Target 
Target 
History
History Voice
Voice Cycles
Cycles Group
Group

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 Message Factors Determining Frequency

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

New Vs. Continuing Campaigns
New Vs. Continuing Campaigns

Image Versus Product Sell
Image Versus Product Sell

Message Variation
Message Variation

Wearout
Wearout

Advertising Units
Advertising Units

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 Media Factors Determining Frequency

Clutter
Clutter

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

Number of 
Number of 
Media Used
Media Used
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Determining Relative Cost of Media-Print

Cost per thousand (CPM)

Cost of ad space
CPM = (absolute cost) X 1,000
Circulation

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

 Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP)

Cost of commercial time
CPRP = Program rating

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

 Television Pros and Cons
Advantages Disadvantages
Mass Coverage
Mass Coverage Low Selectivity
Low Selectivity

High Reach
High Reach Short Message Life
Short Message Life

Impact of Sight, Sound 
Impact of Sight, Sound  High Absolute Cost
High Absolute Cost
and Motion
and Motion

High Prestige
High Prestige High Production Cost
High Production Cost

Low Cost Per Exposure
Low Cost Per Exposure Clutter
Clutter

Attention Getting
Attention Getting

Favorable Image
Favorable Image
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Radio Pros and Cons
Advantages Disadvantages
Local Coverage
Local Coverage Audio Only
Audio Only

Low Cost
Low Cost Clutter
Clutter

High Frequency
High Frequency Low Attention Getting
Low Attention Getting

Flexible
Flexible Fleeting Message
Fleeting Message

Low Production Cost
Low Production Cost

Well­segmented Audience
Well­segmented Audience

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

 Magazine Pros and Cons
Advantages Disadvantages
Long Lead Time for 
Long Lead Time for 
Segmentation Potential
Segmentation Potential Ad Placement
Ad Placement

Quality Reproduction
Quality Reproduction Visual Only
Visual Only

High Information Content
High Information Content Lack of Flexibility
Lack of Flexibility

Longevity
Longevity

Multiple Readers
Multiple Readers

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

 Newspaper Pros and Cons
Advantages Disadvantages
High Coverage
High Coverage Short Life
Short Life

Low Cost
Low Cost Clutter
Clutter

Short Lead Time for Placing 
Short Lead Time for Placing  Low Attention Getting
Low Attention Getting
Ads
Ads
Ads Can Be Placed in 
Ads Can Be Placed in  Poor Reproduction Quality
Poor Reproduction Quality
Interest Sections
Interest Sections

Timely (Current Ads)
Timely (Current Ads) Selective Reader Exposure
Selective Reader Exposure

Reader Controls Exposure
Reader Controls Exposure

Can Be Used for Coupons
Can Be Used for Coupons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Outdoor Pros and Cons
Advantages Disadvantages
Location Specific
Location Specific Sort Exposure Time
Sort Exposure Time

High Repetition
High Repetition Short Ads
Short Ads

Easily Noticed
Easily Noticed Poor Image
Poor Image

Local Restrictions
Local Restrictions

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

 Direct Mail Pros and Cons
Advantages Disadvantages
High Selectivity
High Selectivity High Cost Per Contact
High Cost Per Contact

Reader Controls Exposure
Reader Controls Exposure Poor Image (Junk Mail)
Poor Image (Junk Mail)

High Information Content
High Information Content Clutter
Clutter

Repeat Exposure 
Repeat Exposure 
Opportunities
Opportunities

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 Internet Pros and Cons
Advantages Disadvantages
User Selects Product 
User Selects Product  Limited Creative 
Limited Creative 
Information
Information Capabilities
Capabilities
User Attention and 
User Attention and  Websnarl (Crowded Access)
Websnarl (Crowded Access)
Involvement
Involvement

Interactive Relationship
Interactive Relationship Technology Limitations
Technology Limitations

Few Valid Measurement 
Few Valid Measurement 
Direct Selling Potential
Direct Selling Potential Techniques
Techniques

Flexible Message Platform
Flexible Message Platform Limited Reach
Limited Reach

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