Media Planning and Strategy

1
Chapter 10

• Media Planning and Strategy

2
Media Terminology

• Media - the various categories of message
  delivery systems
• Broadcast Media - radio or television (network or
  local)
• Print Media - newspapers, magazines
• Support Media outdoor, transit, direct mail,
  internet, etc.
• Media Vehicle - The specific message carrier,
  such as the Washington Post or Tonight Show

3
Media Terminology

• Coverage - the potential audience that might
  receive the message through the the vehicle
• Reach - the percentage of a target audience
  reached at least once by the vehicle in a
  specific time period
• Frequency - the number of times the receiver is
  exposed to vehicle in a specific time period

4
Media Planning Considerations

• The media mix
• Target market coverage
• Geographic coverage
• Scheduling
• Reach versus frequency
• Creative aspects and mood
• Flexibility
• Budget considerations

5
Target Market Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage Exceeding Market
Partial Market Coverage
Full Market Coverage
Target Market Proportion
6
Three Scheduling Methods
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Factors Important to Determining Frequency

• Brand history
• Brand share
• Competition
• Message complexity
• Clutter

8
Media Buying GRP and TRP

• Gross Rating Points
• GRP Reach x Frequency
• Target Rating Points
• TRP Target Reach x Frequency
• GRP includes wasted coverage, TRP doesnt

9
Determining RelativeCost of Media
Cost per thousand (CPM)
Cost of ad space (absolute cost)
CPM
X 1,000
Circulation
10
Determining RelativeCost of Media
Cost per rating point (CPRP)
Cost of commercial time
CPRP
Program rating