Media Planning

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• Media Planning

Establishing frequency goals for an advertising
campaign is a mix of art and science but with a
definite bias toward art. Joseph Ostrow
Young and Rubicam
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Developing the Media Plan
Media Planning - A series of decisions involving
the delivery of messages to audiences.
Situation Analysis
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
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Media Planning Terms

• Medium - the general category of delivery system.
• Media vehicle - the specific carrier within a
  medium
• Reach - the percentage of audience members
  exposed at least once to a message or media
  vehicle.
• Coverage - the potential audience that might
  receive the message through a media vehicle.
• Frequency - the number of times the receiver is
  exposed to the message in a given period of time.

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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 (Who?)
• Geographic coverage (Where?)
• Scheduling
• Reach versus frequency
• Creative aspects and mood
• Flexibility
• Budget considerations

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To Whom Shall We Promote?

• Market Potential Index

Percentage of users in a segment Percentage of
population in segment
x 100
Product ColaSegment Adult males in the US
Percentage of males that drink cola Percentage of
males in the population
x 100
53.1 (87118 / 182456)
x 100 111
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To Whom Shall We Promote?

• Misuse of the Index

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Where to Promote?

• Buying Power Index
• Sales Marketing Management
• Gives relative value of a market.

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Where to Promote?

• Brand Development Index (BDI)

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Where to Promote?

• Category Development Index (CDI)

Percentage of product category total sales in
market Percentage of total US population in
the market
x 100
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Where to Promote?

• Using CDI and BDI

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Where to Promote?

• Using CDI and BDI

This market usually represents good sales
potential. Excellent advertising market.
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Where to Promote?

• Using CDI and BDI

Category is not selling well but the brand
is. Probably a good market, but monitor for
declining sales.
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Where to Promote?

• Using CDI and BDI

Category shows high potential but the brand is
not doing well. Reason must be determined.
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Where to Promote?

• Using CDI and BDI

Both the category and the brand are doing
poorly. Not likely to be a good place for
advertising.
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Timing Strategies
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Timing Strategies

• Continuity
• Advantages
• Constant reminder
• Covers the entire buying cycle
• Allows for media priorities (discounts,
  scheduling)
• Disadvantages
• Higher costs
• Potential for overexposure
• Typical use
• Food products
• Laundry detergent
• Products consumed on an ongoing basis

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Timing Strategies
Takes advantage of a carryover effect in
consumerawareness levels.
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Timing Strategies
Takes advantage of a carryover effect in
consumerawareness levels.
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Timing Strategies

• Flighting
• Advantages
• Cost efficiency
• May allow multiple media or vehicles with limited
  budget
• Weighting may offer more exposure and competitive
  advantage during scheduled times
• Disadvantages
• Lack of awareness/interest/retention during
  unscheduled times
• Vulnerable to competitive efforts during
  unscheduled times
• Typical use
• Products with limited budgets
• Products for which highest potential buying times
  can be identified
• Seasonal products

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Timing Strategies
Combination of Continuity and Flighting.
Advertising is increased during an open aperture.
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Timing Strategies

• Pulsing
• Advantages
• Previous two methods combined
• Disadvantages
• Higher costs
• Potential for overexposure
• Typical use
• Automobiles April/September/December
• Products with large budgets peak sales periods

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Reach Frequency

• Duplicated Reach

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Reach Frequency

• Gross Ratings Points Reach x Frequency
• 100 GRPs
• 100 exposed 1 time
• 50 exposed 2 times
• 25 exposed 4 times
• 1 exposed 100 times
• Target Ratings Points Target Audience Reach x
  Frequency

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Reach Frequency
Target population
100,000
Total gross impressions
108,000
Gross rating points
108
56 (56,000/100,000)
Reach
Average frequency
1.9 issues (108,000/56,000)or (108 GRP/56 Reach)
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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. The evidence suggests strongly that an
  exposure frequency of two within a purchase cycle
  is an effective level.
• 4. 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.
• 5. Although there are general principles with
  respect to frequency of exposure and its
  relationship to advertising effectiveness,
  differential effects by brand are equally
  important
• 6. Nothing we have seen suggests that frequency
  response principles or generalizations vary by
  medium.
• 7. 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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Determining Frequency Levels

• Marketing Factors
• Brand history new brands higher frequencies
• Brand share higher share lower frequencies
• Brand loyalty higher loyalty lower frequencies
• Purchase/use cycles short purchase cycle
  higher frequencies
• Share of voice More noise higher frequencies

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Determining Frequency Levels

• Message Factors
• Message complexity complex message higher
  frequencies
• Message uniqueness unique message lower
  frequencies
• Campaign newness new campaigns higher
  frequencies
• Image vs product sell image sell higher
  frequencies
• Message variation single message lower
  frequencies

How does this relate to the RMH?
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Determining Frequency Levels

• Media Factors
• Clutter more clutter higher frequencies
• Attentiveness more attentiveness lower
  frequencies
• Scheduling continuous scheduling lower
  frequencies

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Determining Relative Media Costs

• Print Cost per thousand (CPM)

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Determining Relative Media Costs

• Broadcast Cost per rating point (CPRP)

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Cautions

• Scenario A Overestimation of Efficiency

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Cautions

• Scenario B Underestimation of Efficiency