Media Planning and Strategy

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Chapter 10

• Media Planning and Strategy

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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.
• Media - The various categories of delivery
  systems, including broadcast and print media.
• Broadcast Media - Either radio or television
  network or local station broadcasts.

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Media Terminology

• Print Media - Publications such as newspapers,
  magazines, direct mail, outdoor, and the like.
• Media Vehicle - The specific message carrier,
  such as Changing Rooms or 60 Minutes.
• Coverage - The potential audience that might
  receive the message through 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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Developing the Media Plan
Situation Analysis
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Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance
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Media Planning Difficulties

• Lack of information
• Inconsistent terms
• Serious time pressure
• Measurement problems

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Media Planning Criteria Considerations

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

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Brand and Category Analysis
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Brand and Category Analysis
Category Development Index
Percentage of product category total sales in
market
CDI
X 100
Percentage of total NZ population in market
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Brand and Category Analysis
High BDI
Low BDI
High market share Good market potential
Low market share Good market potential
High CDI
High market share Monitor for sales decline
Low market share Poor market potential
Low CDI
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Brand and Category Analysis
High BDI
Low BDI
The market usually represents good sales
potential for both the product and the brand.
The product category shows high potential but the
brand isnt doing well the reason should be
determined.
High CDI
The category isnt selling well but the brand is
may be a good market in which to advertise but
should be monitored for sales decline.
Both the product category and the brand are doing
poorly not likely to be a good place to
advertise.
Low CDI
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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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Reach and Frequency
Unduplicated Reach of Both
Duplicated Reach of Both
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Reach Frequency in Advertising

• REACH how many individuals in audience
• FREQUENCY how many times each individual is
  exposed to an advert
• Reach x Frequency Total exposures
• ex 400,000 x 5 2,000,000 exp.

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Solving for duplicated reach

• When combining media and/or vehicles within a
  media
• Compute random reach
• Rreach m1 m2 (m1m2)
• Try
• TV 50, Print 70

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Effects of Reach and Frequency

• 1. One exposure of an ad to a target group within
  a purchase cycle has little or no effect in I
  most circumstances.
• 2. Since one exposure is usually ineffective, the
  central goal of productive media planning I
  should be to enhance frequency rather than reach.
• 3. Beyond three exposures within a brand purchase
  cycle or over a period of four or even eight
  weeks, increasing frequency continues to build
  advertising effectiveness at a decreasing rate
  but with no evidence of decline.
• 4. The data strongly suggest that wearout is not
  a function of too much frequency it is more of a
  creative or copy problem.

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Alternative Scheduling Methods
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Determining RelativeCost of Media
Cost per thousand (CPM)
Cost of ad space (absolute cost)
CPM
X 1,000
Circulation
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Determining RelativeCost of Media
Cost per rating point (CPRP)
Cost of commercial time
CPRP
Program rating
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Marketing Factors Important toDetermining
Frequency

• Brand history
• Brand share
• Brand loyalty
• Purchase cycles
• Usage cycle
• Competitive share of voice
• Target group

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Message or CreativeFactors Important
toDetermining Frequency

• Message complexity
• Message uniqueness
• New vs. continuing campaigns
• Image versus product sell
• Message variation
• Wearout
• Advertising units

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Media Factors Important toDetermining Frequency

• Clutter
• Editorial environment
• Attentiveness
• Scheduling
• Number of media used
• Repeat Exposures

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