Media Planning and Strategy

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Chapter 10

• Media Planning and Strategy

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The Traditional Media Landscape
Satellite radio stations 2
Broadcast networks (TV and cable) 100
TV stations 3,510
Newspapers (daily and weekly) 8,100
Consumer magazines 5,340
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Media Terminology

• Media - The various categories of delivery
  systems, including broadcast and print media.
• Broadcast Media - Either radio or television
  network or local station broadcasts.
• Print Media - Publications such as newspapers,
  magazines, direct mail, outdoor, and the like.
• Media Vehicle - The specific message carrier,
  such as the Washington Post or Tonight Show.

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Media Classification Levels
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Media Terminology

• Media Planning - A series of decisions involving
  the delivery of messages to audiences.
• Media Objectives - Goals to be attained by the
  media strategy and program.
• Media Strategy - Decisions on how the media
  objectives can be attained.

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Developing the Media Plan
Situation Analysis
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Media Planning Difficulties
Lack of Information
Measurement Problems
Problems in Media Planning
Inconsistent Terms
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Developing the Media Plan
Analyze the market
Analyze the market
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Three Scheduling Methods
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Media Terminology

• Coverage - The potential audience that might
  receive the message through the the vehicle.

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Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage Exceeding Market
Partial Market Coverage
Full Market Coverage
Target Market Proportion
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Media Terminology

• Coverage - The potential audience that might
  receive the message through the the vehicle.
• Reach - The actual number of individual audience
  members reached at least once by the vehicle.

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Measuring Reach

• In the case of radio and television, a programs
  rating is basically the same as its reach.
• Example A broadcast rating of 5 means that 5
  percent of the households in a stations coverage
  area were exposed to that particular program.
• The reach of outdoor advertising is determined by
  the percentage of cars in a metropolis area that
  drive by billboards carrying a particular brand
  message within a 24 hour period.
• Reach can also be determined by the number of
  message impressions.

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Reach
Unduplicated Reach of Both
Duplicated Reach of Both
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Media Terminology

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

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Frequency

• In media planning, frequency refers to the
  average number of times that those who are
  reached have an opportunity to be exposed to a
  brand message within a specified time period.
• Most media plans call for a frequency greater
  than 1.

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Effective Frequency

• How much is enough?
• Effective frequency, the number of times a
  message needs to be seen to make an impression or
  achieve a specific level of awareness, is
  somewhere between 3 and 10.

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Effective Frequency

• The level of frequency will vary with every brand
  because there are so many variables

• The offer its value and complexity.
• The attention value of the medium itself.
• The attention-getting power of the message
  itself.
• The target audiences level of need or desire to
  learn about a brand.
• The MC objectives.
• Personal influences.
• The amount of competitive brand messages.

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Graph of Effective Reach
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Marketing Factors Important toDetermining
Frequency
Marketing Factors
Usage Cycle
Brand Share
Brand Loyalty
Purchase Cycles
Share of Voice
Brand History
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Message or CreativeFactors Important
toDetermining Frequency
Message or Creative Factors
Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
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Media Factors Important toDetermining Frequency
Clutter
Repeat Exposures
Media Factors
Attentiveness
Editorial Environment
Number of Media Used
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Determining RelativeCost of Media-Print
Cost per thousand (CPM)
Cost of ad space (absolute cost)
CPM
X 1,000
Circulation
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Calculating CPM Based on the Target Audience
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Determining RelativeCost of Media-Broadcast
Cost per rating point (CPRP)
Cost of commercial time
CPRP
Program rating
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Television Characteristics

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

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

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Radio Characteristics

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

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

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Magazines Characteristics

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

• Disadvantages
• Long lead time for ad placement
• Visual only
• Lack of flexibility

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Newspapers Characteristics

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

• Disadvantages
• Short life
• Clutter
• Low attention-getting capabilities
• Poor reproduction quality
• Selective reader exposure

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Outdoor Characteristics

• Advantages
• Location specific
• High resolution
• Easily noticed

• Disadvantages
• Short exposure time requires short ad
• Poor image
• Local restrictions

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Direct Mail Characteristics

• Advantages
• High selectivity
• Reader controls exposure
• High information content
• Opportunities for repeat exposures

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

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Internet / Interactive Media Characteristics

• Advantages
• User selects product information
• User attention and involvement
• Interactive relationship
• Direct selling potential
• Flexible message platform

• Disadvantages
• Limited creative capabilities
• Web snarl (crowded access)
• Technology limitations
• Few valid measurement techniques
• Limited reach

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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