Media Planning and Strategy

1. Media Planningand Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Satellite radio stations 2 Broadcast networks (TV and cable) 100 TV stations 3,510 Consumer magazines 5,340 Newspapers (daily and weekly) 8,100 Radio stations 13,898 The Traditional Media Landscape Satellite radio stations 2 Broadcast networks (TV and cable) 100 TV stations 3,510 Newspapers (daily and weekly) 8,100 Consumer magazines 5,340 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. A series of decisions involving the delivery of messages to audiences A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts Media Terminology Media Planning Media Objectives Media Strategy Media Broadcast Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Publications such as newspapers, magazines, direct mail, outdoor, etc. Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category The specific carrier within a medium category Number of different audience members exposed at least once in a given time period Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period Media Terminology Print Media Media Vehicle Reach Coverage Frequency © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Marketing strategy plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class Media use decision — broadcast Media use decision — print Media use decision — other media Developing the Media Plan Situation analysis Situation analysis Marketing strategy plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Measurement Problems Lack of Information Time Pressure Inconsistent Terms Media Planning Difficulties Measurement Problems Lack of Information Problems in Media Planning Inconsistent Terms © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Establish media objectives Establish media objectives Develop media strategy Develop media strategy Implement media strategy Implement media strategy Evaluate performance Developing the Media Plan Analyze the market Analyze the market © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Analyzing Market Potential Index Number Percentage of users in a demographic segment X 100 Index = Percentage of population in the same segment © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. Percentage of brand to total U.S. sales in market BDI = X 100 Percentage of total U.S. population in market Brand and Category Analysis Brand Development Index © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Percentage of total product category sales in market CDI = X 100 Percentage of total U.S. population in market Brand and Category Analysis Category Development Index © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Test Your Knowledge In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A) high market share; good market potential B) low market share; good market potential C) high market share; monitor for sales decline D) low market share; poor market potential © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Brand and Category Analysis High BDI Low BDI High market share Good market potential High market share Good market potential Low market share Good market potential Low market share Good market potential High CDI High market share Monitor for sales decline High market share Monitor for sales decline Low market share Poor market potential Low CDI © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Brand and Category Analysis High BDI Low BDI The market usually represents good sales potential for both the product and the brand. The market usually represents good sales potential for both the product and the brand. The product category shows high potential but the brand isn’t doing well; the reason should be determined. The product category shows high potential but the brand isn’t doing well; the reason should be determined. High CDI The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline. The category isn’t 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Continuity Flighting Pulsing Three Scheduling Methods Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. A. Reach of One Program B. Reach of Two Programs Total market audience reached Total market audience reached C. Duplicated Reach of Both D. Unduplicated Reach of Both Total reached with both shows Total reach less duplicate Reach and Frequency © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Graph of Effective Reach Figure 10-22 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Brand Loyalty Brand Share Usage Cycle Brand History Share of Voice Purchase Cycles Target Group Marketing Factors Determining Frequency Marketing Factors Brand Loyalty Brand Share Usage Cycle Brand History Share of Voice Purchase Cycles © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Message Factors Determining Frequency Message or Creative Factors Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Clutter Scheduling Repeat Exposures Attentiveness Editorial Environment Number of Media Used Media Factors Determining Frequency Clutter Repeat Exposures Media Factors Attentiveness Editorial Environment Number of Media Used © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. Market opportunities Market threats Changes in media or media vehicle Availability of media Flexibility in Media Planning Strategies Market opportunities Market threats Flexibility Availability of media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. Test Your Knowledge Why should an effective media strategy be flexible? A) due to the potential development of new advertising media B) due to an alteration of a competitor's media schedule C) due to the unavailability of the desired medium D) due to a drop in the ratings of a show previously on the media schedule E) due to all of the above © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. Cost of ad space (absolute cost) CPM = X 1,000 Circulation Determining Relative Cost of Media-Print Cost per thousand (CPM) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Calculating CPM Based on the Target Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Cost of commercial time CPRP = Program rating Determining Relative Cost of Media-Broadcast Cost per rating point (CPRP) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. Television Pros and Cons Advantages Disadvantages Mass coverage Low selectivity Low selectivity Mass coverage Short message life Short message life High reach High reach High absolute cost Impact of sight, sound and motion High absolute cost Impact of sight, sound and motion High prestige High production cost High production cost High prestige Low cost per exposure Clutter Low cost per exposure Attention getting Attention getting Favorable image Favorable image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Radio Pros and Cons Advantages Disadvantages Audio only Local coverage Local coverage Audio only Clutter Clutter Low cost Low cost Low attention getting Low attention getting High frequency High frequency Fleeting message Flexible Flexible Low production cost Low production cost Well-segmented audience Well-segmented audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Magazine Pros and Cons Advantages Disadvantages Long lead time for ad placement Segmentation potential Long lead time for ad placement Segmentation potential Visual only Quality reproduction Visual only Quality reproduction High information content Lack of flexibility High information content Longevity Longevity Multiple readers Multiple readers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

29. Newspaper Pros and Cons Advantages Disadvantages Short life High coverage High coverage Short life Clutter Clutter Low cost Low cost Low attention getting Short lead time for placing ads Short lead time for placing ads Low attention getting Poor reproduction quality Poor reproduction quality Ads can be placed in interest sections Ads can be placed in interest sections Selective reader exposure Timely (current ads) Timely (current ads) Reader controls exposure Reader controls exposure Can be used for coupons Can be used for coupons © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

30. Outdoor Pros and Cons Advantages Disadvantages Short exposure time Location specific Location specific Short exposure time Short ads Short ads High repetition High repetition Poor image Easily noticed Easily noticed Poor image Local restrictions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

31. Direct Mail Pros and Cons Advantages Disadvantages High cost per contact High selectivity High cost per contact High selectivity Poor image (junk mail) Poor image (junk mail) Reader controls exposure Reader controls exposure Clutter High information content High information content Repeat exposure opportunities Repeat exposure opportunities © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

32. Internet Pros and Cons Advantages Disadvantages User selects product information User selects product information Limited creative capabilities Limited creative capabilities Websnarl (crowded access) Websnarl (crowded access) User attention and involvement User attention and involvement Technology limitations Technology limitations Interactive relationship Interactive relationship Few valid measurement techniques Few valid measurement techniques Direct selling potential Direct selling potential Limited reach Flexible message platform Flexible message platform © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

33. Test Your Knowledge In terms of media vehicles, ______ would be most efficient medium for the “Got Milk” slogan. A) television B) interactive media C) radio D) outdoor E) newspapers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin