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Chapter 10 Media Planning and Strategy

Chapter 10 Media Planning and Strategy. Media Plan. Guides media selection Aims to find a combination of media to communicate a message: In the most effective manner To the largest number of potential customers At the lowest cost. Marketing strategy plan. Creative strategy plan.

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Chapter 10 Media Planning and Strategy

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  1. Chapter 10Media Planning and Strategy

  2. Media Plan • Guides media selection • Aims to find a combination of media to communicate a message: • In the most effective manner • To the largest number of potential customers • At the lowest cost

  3. Marketing strategy plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class Media use decisions — broadcast Media use decisions — other media Media use decisions — print Activities Involved in Developing the Media Plan Situation analysis

  4. Problems in Media Planning • Insufficient information • Sweeps periods:Used for measuring TV audiences and setting advertising rates • Inconsistent terminologies • Time pressures • Difficulty measuring effectiveness

  5. Figure 10.4 - Developing the Media Plan

  6. Using Indexes to Determine Where to Promote Survey of buying power index • Charts the potential of a particular metro area, county, or city relative to the United States as a whole • Gives media planners insight into the relative value of a market Brand development index (BDI) • Factors the rate of product usage by geographic area into the decision process Category development index (CDI) • Provides information on the potential for development of the total product category and not specific brands

  7. Figure 10.10 - Using CDI and BDI toDetermine Market Potential

  8. Figure 10.11 - Using BDI and CDI Indexes

  9. Figure 10.12 - Criteria Considered in the Development of Media Plans

  10. Figure 10.13 - Marketing Coverage Possibilities

  11. Figure 10.15 - Three Methods of Promotional Scheduling

  12. Figure 10.18 - Representation of Reach and Frequency

  13. Ratings Points Program rating • Measure of potential reach in the broadcast industry Gross ratings points (GRPs) • GRP = Reach × Frequency Target ratings points (TRPs) • Number of people in the primary target audience the media buy will reach, and the number of times • Does not include waste coverage

  14. Figure 10.19 - Estimates of Reach for Network TRPs

  15. Figure 10.21 - Graph of Effective Reach

  16. Factors Important in Determining Frequency Levels Marketing factors Message Factors Media Factors • Brand history • Brand share • Brand loyalty • Purchase cycles • Usage cycle • Competitive share of voice • Target group • Message complexity • Message uniqueness • New versus continuing campaigns • Image versus product sell • Message variation • Wearout • Advertising units • Clutter • Editorial environment • Attentiveness • Scheduling • Number of media used • Repeat exposures

  17. Determining Relative Costs of Media Cost per thousand (CPM) Cost per ratings point (CPRP) Daily inch rate

  18. Media Characteristics

  19. Media Characteristics

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