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    Media Planning and Strategy

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    abhishek200918177825
    Media planning involves deciding how to deliver promotional messages to audiences via various media vehicles. The goals are to select media that will effectively reach the target audience and meet media objectives. Key considerations include audience coverage, geographic coverage, budget, and ensuring an appropriate level of reach and frequency for the product or brand.

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    Media Planning and Strategy

    Uploaded by

    abhishek200918177825
    48 views30 pages
    Media planning involves deciding how to deliver promotional messages to audiences via various media vehicles. The goals are to select media that will effectively reach the target audience and meet media objectives. Key considerations include audience coverage, geographic coverage, budget, and ensuring an appropriate level of reach and frequency for the product or brand.

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    Chap010_ASPM

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    Media planning involves deciding how to deliver promotional messages to audiences via various media vehicles. The goals are to select media that will effectively reach the target audience and meet media objectives. Key considerations include audience coverage, geographic coverage, budget, and ensuring an appropriate level of reach and frequency for the product or brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    48 views30 pages

    Media Planning and Strategy

    Uploaded by

    abhishek200918177825
    Media planning involves deciding how to deliver promotional messages to audiences via various media vehicles. The goals are to select media that will effectively reach the target audience and meet media objectives. Key considerations include audience coverage, geographic coverage, budget, and ensuring an appropriate level of reach and frequency for the product or brand.

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    10

    Media Planning and Strategy

    Media Terminology
    Media Planning - A series of decisions involving the delivery of promotional 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.

    Media Terminology
    Print Media - Publications such as newspapers and magazines. Media Vehicle - The specific message carrier such as Femina, Readers Digest, Time Magazines Coverage - The potential audience that might receive the message through the 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

    Attributes while selecting Media Vehicle

    Expertise Prestige Editorial fit Mood Created Involvement

    Developing the Media Plan

    Situation Analysis

    Marketing Strategy Plan Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class

    Creative Strategy Plan

    Media Use Decision Broadcast

    Media Use Decision Print

    Media Use Decision Other Media

    Developing the Media Plan

    Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance

    Where to Promote? Brand and Category Analysis

    Brand Development Index Percentage brand sales Percentage ofof brand to to total U.S. sales in market total sales in market Percentage of total U.S. Percentage of total population in in market population market

    BDI =

    X 100

    Where to Promote? Brand and Category Analysis

    Category Development Index Percentage of product category total sales in market


    CDI =

    Percentage of total population in market

    X 100

    Brand and Category Analysis


    High BDI High CDI High market share High market share Good market Good market potential potential High market share High market share Monitor for sales Monitor for sales decline decline Low BDI Low market share Low market share Good market Good market potential potential Low market share Low market share Poor market Poor market potential potential

    Low CDI

    Brand and Category Analysis


    High BDI High CDI
    The market usually represents The market usually represents good sales potential for both good sales potential for both the product and the brand. the product and the brand.

    Low BDI
    The product category shows The product category shows high potential but the brand high potential but the brand isnt doing well; the reason isnt doing well; the reason should be determined. should be determined.

    Low CDI

    The category isnt selling well The category isnt selling well but the brand is; may be a but the brand is; may be a good market in which to good market in which to advertise but should be advertise but should be monitored for sales decline. monitored for sales decline.

    Both the product category Both the product category and the brand are doing and the brand are doing poorly; not likely to be a good poorly; not likely to be a good place to advertise. place to advertise.

    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


    Population excluding target market Target market Media coverage Media overexposure
    Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market

    Three Scheduling Methods

    Continuity Flighting Pulsing


    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

    Reach and Frequency


    Reach of One Program Reach of Two Programs

    Total market audience reached

    Total market audience reached

    Duplicated Reach of Both

    Unduplicated Reach of Both

    Total reached with both shows

    Total reach less duplicate

    Graph of Effective Reach

    Effects of Reach and 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.

    Effects of reach and frequency


    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 wearout 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 Wearout Advertising units

    Media Factors Important to Determining Frequency


    Clutter Editorial environment Attentiveness Scheduling Number of media used Repeat Exposures

    Determining Relative Cost of Media

    Cost per thousand (CPM)

    CPM =

    Cost of ad space (absolute cost) Circulation

    X 1,000

    Determining Relative Cost of Media

    Cost per rating point (CPRP)

    CPRP =

    Cost of commercial time Program rating

    Television Characteristics
    Advantages
    Mass coverage High reach Impact of sight, sound, and motion High prestige Low cost per exposure Attention getting Favorable image

    Disadvantages
    Low selectivity Short message life High absolute cost High production costs Clutter

    Radio Characteristics
    Advantages
    Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences

    Disadvantages
    Audio only Clutter Low attention getting Fleeting message

    Magazines Characteristics
    Advantages Disadvantages

    Segmentation potential Long lead time for ad placement Quality reproduction Visual only High information Lack of flexibility content Longevity Multiple readers

    Newspapers Characteristics
    Advantages
    High coverage Low cost Short lead time for placing ads Ads can placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons

    Disadvantages
    Short life Clutter Low attentiongetting capabilities Poor reproduction quality Selective reader exposure

    Outdoor Characteristics
    Advantages
    Location specific High resolution Easily noticed

    Disadvantages
    Short exposure time requires short ad Poor image Local restrictions

    Direct Mail Characteristics


    Advantages
    High selectivity Reader controls exposure High information content Opportunities for repeat exposures

    Disadvantages
    High cost/contact Poor image (junk mail) Clutter

    Internet / Interactive Media Characteristics

    Advantages
    User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform

    Disadvantages
    Limited creative capabilities Web snarl (crowded access) Technology limitations Few valid measurement techniques Limited reach

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