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Chapter 10 - Media planning and strategy. After completing this unit, you should be able to: To understand the key terminology used in media planning, to know how a media plan is developed, to know what constitutes media objectives, to know the process of developing and implementing media strategies,...
Chapter 10 Media Planning and Strategy Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Activities Involved in Developing the Media Plan Situation Situation analysis analysis Marketing Marketing strategy strategy plan plan Creative Creative strategy strategy plan plan Setting Setting media media objectives objectives Determining Determining media media strategy strategy Selecting Selecting broad broad media media classes classes Selecting Selecting media media within within class class Media Media use use decisions decisions — — broadcast broadcast Media Media use use decisions decisions — — print print Media Media use use decisions decisions — — other other media media Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Problems in Media Planning Insufficient information Sweeps periods: Used for measuring TV audiences and setting advertising rates Inconsistent terminologies Time pressures Difficulty measuring effectiveness Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.4 Developing the Media Plan Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 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 Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.10 Using CDI and BDI to Determine Market Potential Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.11 Using BDI and CDI Indexes Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.12 Criteria Considered in the Development of Media Plans Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.13 Marketing Coverage Possibilities Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.15 Three Methods of Promotional Scheduling Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.18 Representation of Reach and Frequency Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Ratings Points Program rating • Measure of potential reach in the broadcast industry Gross ratings points (GRPs) GRP = Reach ì 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 Copyright â 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.19 Estimates of Reach for Network TRPs Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10.21 Graph of Effective Reach Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Factors Important in Determining Frequency Levels Marketing factors Message Factors Media Factors • Brand history • Message complexity • Clutter • Brand share • Message uniqueness • Editorial environment • Brand loyalty • New versus • Attentiveness • Purchase cycles continuing • Scheduling • Usage cycle campaigns • Number of media • Competitive share of • Image versus product sell voice • Target group used • Repeat exposures • Message variation • Wearout • Advertising units Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Determining Relative Costs of Media Cost per thousand (CPM) Cost per ratings point (CPRP) Daily inch rate Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Media Characteristics Media Advantages Disadvantages Television • Mass coverage and high reach • Impact of sight, sound, and motion • High prestige • Low cost per exposure • Attention getting • Favorable image • • • • • Low selectivity Short message life High absolute cost High production costs Clutter Radio • • • • • • • • • • Audio only Clutter Low attention getting Fleeting message Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences Magazines • Segmentation potential • Long lead time for ad • Quality reproduction placement • High information content • Visual only • Longevity • Lack of flexibility Multiple readers Copyright â 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Media Characteristics Media Advantages Disadvantages Newspapers • • • • • • High coverage and low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons • • Short life and poor reproduction quality Clutter Low attention-getting capabilities Selective exposure Outdoor • • • Location specific High repetition Easily noticed • • • Short ads Poor image Local restrictions Direct mail • • • • High selectivity Reader controls exposure High information content Enables repeat exposures • • • High cost/contact Poor image (junk mail) Clutter Digital/ Interactive • • • • • User selects information User attention Interactive relationship Direct selling potential Flexible message platform • • • • Privacy concerns Potential for deception Clutter Lack of measurement techniques • • Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education ... Activities Involved in Developing the Media Plan Situation Situation analysis analysis Marketing Marketing strategy strategy plan plan Creative Creative strategy strategy plan plan Setting Setting media media objectives... category and not specific brands Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 10. 10 Using CDI and BDI to... consent of McGraw-Hill Education Factors Important in Determining Frequency Levels Marketing factors Message Factors Media Factors • Brand history • Message complexity • Clutter • Brand share •