Media Strategy & Planning

1
Media Strategy Planning

• Chapters 14 15 with Duane Weaver

2
MEDIA PLANNING - Changes

• Agency Compensation (15 statnow negotiated
  individually)
• More Media (e.g. internet)
• Media outlets are large and powerful now
• Thinner margins for Media Agencies
• ROI more important
• Globalization
• Consumers get Free Content
• E-Commerce
• Hyper-Clutter
• Ethnic Media (on the increase)

3
Media Planning Process

• Media Plan specifies the media for messages to
  target audience
• Media Class broad category of media (tv, radio,
  etc.)
• Media Vehicle that particular classs option
  (e.g. Nanaimo Daily News for newspaper)
• Media Mix the effective blend of media used to
  obtain best GRP (reach and frequency).

4
Reach and Frequency

• Reach number of people or households in a
  target audience that are exposed to the vehicle.
• Frequency average number of times an individual
  or household within the target audience is
  exposed to the vehicle within a given time
  period.
• GRP Gross Rating Point reach X frequency
• Effective Frequency number of times a target
  audience needs to be exposed before the
  advertisers objectives are reached.

5
Reach and Frequency

• Continuity pattern of placement of
  advertisements in the media schedule
• Continuous
• Flighting
• Pulsing

6
MEASURING MEDIA EFFICIENCY

• CPM (Cost Per Thousand) dollar cost of reaching
  1,000
• CPM-TM (CPM per Target Market) see p. 504 for
  example
• CPRP (Cost per Rating Point) see p. 504 for
  example
• Share of Voice one brands ad expenditures
  divided by total product category expenditures in
  a medium (see p. 510 for example)

7
Discussion Questions

• Question 2, p. 518
• Question 5, p. 518

8
MEDIA TYPES - Newspapers

• Advantages
• Geographic Selectivity
• Timeliness
• Creative Opps (lots of info at low cost)
• Credibility
• Audience Interest
• Cost (low cost)
• Disadvantages
• Limited Segmentation
• Creative constraints (low quality print medium)
• Cluttered
• Short Life

9
Media Types - Magazines

• Advantages
• Audience Selectivity
• Audience Interest
• Creative Opportunities (better quality printing)
• Long Life (saved issue by issue by subscribers)
• Disadvantages
• Limited reach and frequency
• Clutter
• Long lead times
• Cost (more expensive than newspaper)

10
Media Types TV

• TV advantages
• Creative opps
• Coverage, Reach, Repetition
• Cost per contact (for broad masses)
• Audience Selectivity
• TV disadvantages
• Fleeting Message
• High Absolute cost
• Poor Geographic selectivity
• Poor Audience attitude and attentiveness
• Clutter

11
Types of Advertising - Radio

• Advantages
• Cost (tends to be most cost effective per target
  audience)
• Reach and Frequency widest exposure (portable
  medium)
• Target Audience Selectivity geographic,
  demographic and psychographic
• Disadvantages
• Poor audience attentiveness
• Creative limitations
• Fragmented audiences
• Chaotic buying procedures

12
Discussion Questions

• P. 556
• Question 1
• Question 6
• Question 7
• Question 8
• Question 9