Media Planning and Strategy

1. Media Planning and Strategy How do I Effectively Deliver My Message Through the Mass Mediums?

2. Media Planning • The process of designing a strategic course of action that shows how advertising space and time can be used to present the message in order to achieve the advertiser’s goals • involves the determination of media objectives and specific media strategies

3. The Media Plan • Establishing Media Objectives • Determining Reach vs. Frequency • Developing Media Strategies • Determining Geographic Coverage • Scheduling

4. Establishing Media Objectives • use broadcast media to provide coverage of 80% of the target market over a 6 month period • reach 60% of the target audience at least 3 times over the same 6 month period • concentrate the emphasis of the campaign over the November-December buying season

5. Determining Reach vs. Frequency • Reach • the percentage of the target population exposed at least once to the advertiser’s message within a predetermined time period • It is the number of different audience members exposed at least once • Frequency • how many times the exposure could take place

6. Reach • Unduplicated Reach • total number exposed at least once • Duplicated Reach • indicates overlap • example: runs on two programs - some see it twice • Program Rating • measure of potential reach

7. Program Ratings • Nielsen collects information from 25,000 households beginning at 3 a.m. • Hand written diaries (1.6 million) are also processed during sweeps periods • February, May and November • 1 rating point equals approximately 1.145M households • Ratings are % of households watching

8. Reach vs. Frequency • Frequency • whendone strategically called effective frequency • no definitive right answer - based on involvement, aperture, anticipated intensity of the persuasive message, competing message • know for sure 1 exposure too little • 3 exposures about right

9. Optimum Reach vs. Frequency • Wearout a function of the creative elements and the copy! • Cost per thousand (CPM) • Cost of the ad space (absolute) x 1,000/circulation • Cost per rating point (CPRP) • cost of commercial time/program rating

10. How do we Determine Optimum Reach vs Frequency? • 1 exposure during a buying cycle is virtually useless • often then, central goal frequency over reach • two-three exposures an effective level per purchase cycle • beyond three exposures, within the brand purchase cycle (4-8 weeks) continues to build effectiveness at a decreasing rate

11. Developing Media Strategies • Developing a Media Mix • use a variety of media and media vehicles • combining media forms can add versatility, increase coverage, reach and frequency levels • Determining Target Market Coverage • work to avoid wasted coverage • need a well defined target market

12. Developing Media Strategies • Determining Geographic Coverage • may choose to weigh some areas more heavily • example: promos for Disney World are concentrated heavily in the Southeast

13. Scheduling • to time promotional efforts so they will coincide with the highest potential buying times. • Aperture - moment of receptiveness in the consumer • often the problem recognition stage • Continuity Issues

14. Three Methods of Promotional Scheduling Slide 10-5 Figure 10-15 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

15. Continuous Pattern advertising runs steadily throughout the campaign period used for products purchased regularly Flighting Pattern alternates periods of advertising with periods of no advertising used for products with fluctuating demand (tax help, seasonal products) Pulsing Pattern mixes continuous and flighting strategies low level maintained all year, periodic pulses Continuity Patterns

16. Continuous Pattern • Advantages • serves as a constant reminder • covers the entire buying cycle • allows for media priorities (quantity discounts, preferred locations, etc..) • Disadvantages • higher costs • potential overexposure • limited media allocation possible

17. Flighting Pattern • Advantages • cost efficiency of advertising only during purchase cycle • may allow more mediums with smaller budget • weighting may offer more exposure and advantage over competitors

18. Flighting Schedule • Disadvantages • increased likelihood of wearout • lack of awareness, interest, retention of promotional message during nonscheduled times • vulnerability to competitive efforts during nonscheduled periods

19. Pulsing Patterns • Advantages • same for previous two methods • Disadvantages • not required for seasonal products (or other cyclical products)

20. Additional Patterns • Bursting • same commercial every half hour on the same network • Roadblocking • all three networks bought simultaneously • Blinking • stretch a slim budget • once a week BLINK