chap 7- media planning and strategy
TRANSCRIPT
-
8/12/2019 Chap 7- Media Planning and Strategy
1/26
Media Planningand Strategy
CHAPTER 7
-
8/12/2019 Chap 7- Media Planning and Strategy
2/26
-
8/12/2019 Chap 7- Media Planning and Strategy
3/26
Publications such as newspapers,magazines, direct mail, outdoor, etc.
The specific carrier within a mediumcategory
Number of different audience membersexposed at least once in a given time period
The potential audience that might receivethe message through the vehicle
The number of times the receiver is exposedto the media vehicle in a specific time period
The potential audience that might receivethe message through the vehicle
Number of different audience membersexposed at least once in a given time period
The specific carrier within a mediumcategory
Publications such as newspapers,magazines, direct mail, outdoor, etc.
Media Terminology
PrintMedia
MediaVehicle
Reach
Coverage
Frequency
-
8/12/2019 Chap 7- Media Planning and Strategy
4/26
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Media Use DecisionPrint
Media Use DecisionBroadcast
Media Use DecisionOther Media
Selecting Media Within Class
Determining Media Strategy
Selecting Broad Media Classes
Developing the Media Plan
Setting Media Objectives
Setting Media Objectives
MarketingStrategy Plan
CreativeStrategy Plan
MarketingStrategy Plan
SituationAnalysis
CreativeStrategy Plan
SituationAnalysis
-
8/12/2019 Chap 7- Media Planning and Strategy
5/26
MeasurementProblems
Lack ofInformation
InconsistentTerms
TimePressure
InconsistentTerms
Lack ofInformation
MeasurementProblems
Media Planning Difficulties
Problemsin MediaPlanning
-
8/12/2019 Chap 7- Media Planning and Strategy
6/26
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
-
8/12/2019 Chap 7- Media Planning and Strategy
7/26
Analysis
Percentage of brand to totaldemographic sales in market
Percentage of total
demographic population inmarket
BDI = X 100
Brand Development Index
-
8/12/2019 Chap 7- Media Planning and Strategy
8/26
Analysis
Percentage of total productcategory sales in market
Percentage of total
demographic population inmarket
CDI = X 100
Category Development Index
-
8/12/2019 Chap 7- Media Planning and Strategy
9/26
High market share
Good market
potential
High market share
Good market
potential
Analysis
Low
CDI
Hig
hCDI
High BDI
Low market share
Good market potential
Low market share
Good market potential
Low BDI
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
Low market share
Poor market potential
-
8/12/2019 Chap 7- Media Planning and Strategy
10/26
The market usuallyrepresents good salespotential for both theproduct and the brand.
The market usuallyrepresents good salespotential for both theproduct and the brand.
Analysis
LowCDI
HighCDI
High BDI
The product categoryshows high potential but
the brand isnt doing well;the reason should bedetermined.
The product categoryshows high potential but
the brand isnt doing well;the reason should bedetermined.
Low BDI
The category isnt sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
The category isnt sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
Both the product categoryand the brand are doing
poorly; not likely to be agood place to advertise.
-
8/12/2019 Chap 7- Media Planning and Strategy
11/26
TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Market
Coverage
Population excluding target marketTarget market
Media coverage
Media overexposure
-
8/12/2019 Chap 7- Media Planning and Strategy
12/26
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
-
8/12/2019 Chap 7- Media Planning and Strategy
13/26
Reach and Frequency
A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate
-
8/12/2019 Chap 7- Media Planning and Strategy
14/26
Graph of Effective Reach
+
-
8/12/2019 Chap 7- Media Planning and Strategy
15/26
TargetGroup
BrandHistory
Share ofVoice
PurchaseCycles
BrandLoyalty
BrandShare
UsageCycle
PurchaseCycles
Share ofVoice
BrandHistory
UsageCycle
BrandShare
BrandLoyalty
Determining Frequency
MarketingFactors
-
8/12/2019 Chap 7- Media Planning and Strategy
16/26
Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
Wearout
Message Variation
Image Versus Product Sell
New Vs. Continuing Campaigns
Message Uniqueness
Message Complexity
Determining Frequency
Messageor Creative
Factors
-
8/12/2019 Chap 7- Media Planning and Strategy
17/26
Clutter
Number ofMedia Used
RepeatExposures
Editorial
Environment
Scheduling
AttentivenessAttentiveness
Number ofMedia Used
Editorial
Environment
RepeatExposures
Clutter
Frequency
MediaFactors
-
8/12/2019 Chap 7- Media Planning and Strategy
18/26
of Media-Print
Cost of ad space(absolute cost)
Circulation
CPM = X 1,000
Cost per thousand (CPM)
-
8/12/2019 Chap 7- Media Planning and Strategy
19/26
Determining Relative Cost of Media-Broadcast
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
l i i d C
-
8/12/2019 Chap 7- Media Planning and Strategy
20/26
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Soundand Motion
High Prestige
Low Cost Per Exposure
Attention Getting
Favorable Image
High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
Low Cost Per Exposure
High Prestige
Impact of Sight, Soundand Motion
High Reach
Mass Coverage
Television Pros and ConsAdvantages Disadvantages
di d C
-
8/12/2019 Chap 7- Media Planning and Strategy
21/26
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and ConsAdvantages Disadvantages
M i P d C
-
8/12/2019 Chap 7- Media Planning and Strategy
22/26
Visual Only
Long Lead Time forAd Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time forAd Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and ConsAdvantages Disadvantages
N P d C
-
8/12/2019 Chap 7- Media Planning and Strategy
23/26
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time forPlacing Ads
Ads Can Be Placed inInterest Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed inInterest Sections
Short Lead Time forPlacing Ads
Low Cost
High Coverage
Newspaper Pros and ConsAdvantages Disadvantages
O td P d C
-
8/12/2019 Chap 7- Media Planning and Strategy
24/26
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and ConsAdvantages Disadvantages
Di t M il P d C
-
8/12/2019 Chap 7- Media Planning and Strategy
25/26
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat ExposureOpportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat ExposureOpportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and ConsAdvantages Disadvantages
I t t P d C
-
8/12/2019 Chap 7- Media Planning and Strategy
26/26
Websnarl (CrowdedAccess)
Few Valid MeasurementTechniques
Limited CreativeCapabilities
Technology Limitations
Limited Reach
User Selects ProductInformation
User Attention andInvolvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid MeasurementTechniques
Technology Limitations
Websnarl (CrowdedAccess)
Limited CreativeCapabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention andInvolvement
User Selects ProductInformation
Internet Pros and ConsAdvantages Disadvantages