Media Strategy: Part 2

1
Media StrategyPart 2

• Planning That Delivers

2
Media Strategy Part 2

• Which to use Rating points or impressions?
• Planners tend to use rating points because they
  are easy to use
• Easier to compare 90 GRPs a week vs. 120
• Harder to compare 234 million gross impressions
  vs.. 234 million
• Advertisers like to impress their channels with
  the huge impression numbers

3
Determining the Strategy

• Choosing the four major elements
• Target audiences
• Media classes
• Media mix or weight
• Media timing

4
Determining the Strategy

• Target audiences
• Demographics
• Psychographics
• Lifestyles
• Product or brand usage
• Geodemographics
• Matching the audience with the media choices
• Attitudes, viewing/reading/listening patterns,
  day parts

5
Determining the Strategy

• Media classes
• Major media
• Minor or supporting media
• See media characteristics and recommendations
  chart pp 211 and 212

6
Determining the Strategy

• Media mix or weight
• Even in a single medium like TV there can be a
  mix
• Percent on daytime
• Percent on late night
• Percent on news
• Percent on drama and comedies
• Media weighting factors to consider
• Diverse population needs assortment of media
• Redbook Plus LHJ, BHG
• National media like broadcasting to cover
• Local media like spot, newspapers, to pinpoint
• Impact of strategies dealing with competition,
  what dealers will see, negotiating advantage,
  production costs, how a medium affects target
  audience, impact of psychological context, impact
  on reach and frequency goals

7
Determining the Strategy

• Media timing
• Budget constraints
• Seasonality
• Purchase-Repurchase cycle
• Stage of product life-cycle
• Competitive advertising patterns
• Media dominance

8
Determining the Strategy

• Media Continuity
• Continuous
• Flighting
• Pulsed