Media Planning

1
Media Planning

• Select media
• Product characteristics
• Audience situation
• Message demands
• Select vehicles
• Qualitative and quantitative rules
• Develop a schedule
• Reach, frequency, continuity

2
Broadcast Media /-

• TV
• High impact
• Demonstration
• Emotion
• Broad reach
• Cost efficiency
• But
• High absolute cost
• Very cluttered

• RADIO
• cost effective
• local speedy
• Imagination
• But
• Limited reach
• Inattention
• Clutter

3
Print Media /-

• Magazines
• High selectivity
• Receptive audience
• Quality visual
• But
• Expensive
• Non-intrusive

• Newspapers
• Immediacy
• Good regional coverage
• News value
• But
• Ephemeral
• Limited visuals

4
Other Media

• POP
• Catch in the aperture tell a story
• DIRECT MAIL
• Most targeted of all can experiment database
  potential cost effective
• OUTDOOR
• Build awareness remind impulse
• COLLATERAL
• Support selling process build knowledge

5
More Media

• Specialty advertising
• awareness and recall
• Directory advertising
• Yellow Pages and more
• Movie theater stills
• and in movie placement
• In-flight advertising
• Sponsorships/events/contests

6
The Internet/WWW

• At least, a new advertising medium
• Like any medium, optimized for some types of
  messages audiences, poor choice for others
• Moving target, although it will always have an
  upscale skew

7
Integrated Marketing Communications (IMC)

• At some point, media becomes a misnomer.
• Rather, we have myriad ways of making a brand
  impression apart from advertising per se (i.e.,
  paid media)
• Every impression counts
• Challenges
• how to maintain a consistent brand image across
  all impression modalities
• making funding tradeoffs with respect to very
  different contact modalities

8
Health Heels Mini-Case

• Newly designed high heel shoe (pumps)
• Inspiration women in business suits wearing
  tennis shoes to get to work, changing into high
  heels in office
• Designed to be an attractive shoe with patented
  padding and other design changes to make it
  markedly more comfortable. Got rave reviews in
  product testing
• Dual positioning comfort fashion
• need to avoid orthopedic shoe image
• priced 35-50 above otherwise comparable pumps
• Questions to ponder
• Conventional media choices for this product?
  What would you avoid? Also, what are non-obvious
  but compelling media choices here?

9
Media Buying

• Each medium has its own cost unit
• TV/Radio 10, 15, 30, 60 second spot
• Magazine page, part page, multi-page
• Newspaper column inch, part page
• Every medium is measured
• rating point
• circulation/impressions
• audience profile

10
Media Cost vs. Value

• Cost is higher if
• Audience is larger
• Audience is more desirable
• Supply is limited
• Location is superior
• Value is greater when
• Vehicle delivers reach or frequency, to target
  audience, more efficiently
• Message effectiveness is greater

11
Key Media Terms

• CPM
• Rating
• GRP
• CPP
• Flighting
• Pulsing

• Reach
• Frequency
• Continuity

12
Demographic Matching

• Suppose your target audience is Brand Loyals of
  yours. The largest chunk of your BL target
  consists of males who are over 40. You examine 2
  magazines with equal CPM
• Magazine A 70 male readership, 74 over 40
• Magazine B 60 male readership, 77 over 40
• Any problems with selecting Magazine A?
• What, if anything, is wrong with selecting
  vehicles based on data of this kind (which
  reflects the kind of data that is normally
  publicly available)?

13
Unduplicated Reach

• GRP is not equal to unduplicated reach. Suppose
• Magazine C is read by 48 of your target audience
• Magazine D is read by 40 of your target
• Devise a simple, back-of-the-envelope formula for
  estimating the unduplicated reach that would
  result from buying one insertion in each