mcom 341-20 media planning 2
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TRANSCRIPT
Media Planning & Buying 2
15-2
Class Objectives
Identify the factors that influence media strategy and tactics
Describe the different advertising schedules and their purposes
Explain the role of the media buyer
15-3
Adimpressions
Grossimpressions
Gross ratingpoints
(GRPs)
Defining Media Objectives
Message-Distribution Objectives
AudienceSize
MessageWeight
AudienceAccumulation
& Reach
ExposureFrequency
Continuity
15-4
Developing a Media Strategy: The Media Mix
The 5 Ms
MediaMarkets Money Mechanics Methodology
The various targets of a media plan – the audiences
How much to budget and where to allocate it
All communi-cation vehicles available to a marketer, anything you can put your name on
The details of buying each medium: air time, ad sizes, rates, production costs, etc.
Selecting & scheduling media to get the desired message weight, reach, frequency & continuity.
15-5
Media Mix: Scope
PlanScope
DecisionFactors
Local scope Product available in
one market City chosen as test
market Local media used
Regional scope Several adjoining
metros Whole state or multiple
neighboring states Local media Regional editions of
national magazines Spot radio, TV Internet advertising
National scope Several regions or
entire country Network TV & radio National magazines &
newspapers Internet
International scope Product available
globally National media Media in a variety of
types & from many countries
Markets, Money, Media
15-6
BrandDevelopment
CategoryDevelopment
Media Mix: Sales Potential
Market’sSales
Potential
PlanScope
DecisionFactors
Markets & Money
15-7
Brand Development Index
Los Angeles makes up 1.58% of Brand X Shoes’ total U.S. sales. The city has 2% of the total U.S. population.
Brand Development Index (BDI) indicates sales strength of a brand in a specific market.
BDI = % of brand’s total U.S. sales in area x 100% of total U.S. population in area
BDI = 1.58 x 100 = 792
BDI < 100 = poor brand developmentBDI > 100 = good brand development
15-8
Category Development Index
If Los Angeles makes up 4.92% of total shoe category sales in the U.S., then…
Category Development Index (CDI) indicates sales strength of a whole product category in a specific market.
CDI = % of product category’s total U.S. sales in area x 100% of total U.S. population in area
CDI = 4.92 x 100 = 2462
CDI < 100 = poor category salesCDI > 100 = good category sales
15-9
What Do BDI & CDI Indicate?BDI and CDI help the media planner determine a media strategy for the market.
Low brand sales, strong category: Problem or opportunity?
15-10
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
Media Mix: Competition & BudgetsMedia, Mechanics & Methodology
Who’s the competition?
What media are they using?
How much are they spending?
15-11
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
Availability & Economics Legal restrictions Literacy rates Income & education
levels
Media Mix: Availability & MoodMedia & Methodology
Mood of Message Complexity of
message Attention needed Emotional appeal
15-12
15-13
MessageSize &
Position
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
Media Mix: Message Size & PositioningMedia & Mechanics
The nature of each medium and the advertiser’s message dictate the media to use and how often to use them. (Pros & Cons)
15-14
Impact of Ad Size, Color & Reach
15-15
BuyerPurchasePatterns
MessageSize &
Position
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
Media Mix: Buyer Purchase PatternsAll 5 M’s How, how often, when & where is product bought?
15-16
Media Tactics
Cost efficiency (CPM & CPP)
Exposure, attention & motivation
Audience characteristics
Campaign objectives & strategyCriteria for SelectingMedia Vehicles
15-17
Media Tactics
Synergy of Mixed Media
15-18
Media Tactics
Scheduling MethodsPulsing
Continuous
Flighting
Continuous: advertising runs steadily and varies little Flighting: alternates periods of advertising with periods of no
advertising Pulsing: mixes continuous and flighting strategies, maintaining
a low level of consistent advertising with period heavy pulses
15-19
Scheduling Patterns: Three ways to schedule the same number of GRPs
15-20
Role of the Print Media Buyer
Knowing the marketplace
Negotiating the buy
Monitoring performance
Media Buyers often specialize in one medium or another and are responsible for: