Media Planning and Strategy

Media Terminology

Media Planning - A sequence of decisions involving the delivery of messages to audiences.

Media Objectives - Goals to be attained by the media strategy and program.

Media Strategy - Decisions on how the media objectives can be attained.

Media - The various categories of delivery systems, including broadcast and print media.

Broadcast Media - Either radio or television network or local station broadcasts.

Print Media - Publications such as newspapers and magazines.

Media Vehicle - The specific message carrier, such as the Washington Post or 60 Minutes.

Coverage - The potential audience that might receive the message through the vehicle.

Reach - The actual number of individual audience members reached at least once by the vehicle in a given period of time.

Frequency - The number of times the receiver is exposed to vehicle in a specific time period.

Problems in Media Planning

Lack of information

Inconsistent terms

Serious time pressure

Measurement problems

Developing the Media Plan

 

Analyse the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

Where to promote?

Brand & Category Analysis

Brand Development Index (BDI) = (%of brand sales to total US sales in market/% of total US population in market)*100

Category Development Index (CDI) = (% of product category total sales in market/% of total US population in market)*100

Media Planning Criteria Considerations

The media mix

Target market coverage

Geographic coverage

Scheduling

Reach versus frequency

Creative aspects and mood

Flexibility

Budget considerations

         

Target Audience Coverage                                            

Three Scheduling Methods

Continuity

Flighting

Pulsing

Reach & Frequency

Effects of Reach & Frequency

1. One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

2. Since one exposure is usually ineffective, the central goal of productive media planning 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. Frequency response principles or generalizations do not vary by medium.

7. The data strongly suggest that wear out is not a function of too much frequency. It is more of a creative or copy problem.

Marketing Factors Important to Determining Frequency

Brand history

Brand share

Brand loyalty

Purchase cycles

Usage cycle

Competitive share of voice

Target group

Message or Creative Factors Important to Determining Frequency

                                                 

Message complexity

Message uniqueness

New vs. continuing campaigns

Image versus product sell

Message variation

Wear out

Advertising units

Determining Relative Cost of Media

Cost per thousand (CPM) = (Cost of ad space-absolute cost/Circulation)*1000

Cost per rating point (CPRP) = (Cost of commercial time/Program rating)

Various Communication Media Sources

Television

Radio

Magazine

Newspaper

Outdoor

Direct Mail

Internet/Interactive Media