Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin

10

Media Planning and Strategy

Developing a Media Plan

Evaluate performance

Analyze the market

Establish media objectives

Develop/implement media strategy

10-2

Using Index Numbers

Percentage of users in a demographic segment

Percentage of population in the same segment

Index = X 100

Index Number

10-3

Using the Brand Development Index

Percentage of brand to total U.S. sales in market

Percentage of total U.S. population in market

BDI = X 100

Brand Development Index

10-4

Using the Category Development Index

Percentage of total product category sales in market

Percentage of total U.S. population in market

CDI = X 100

Category Development Index

10-5

Using BDI and CDI

10-6

Developing Media Strategies

• Criteria to consider during plan development

• The media mix

• Target market coverage

• Geographic coverage

• Scheduling

• Reach and frequency

• Recency

• Creative aspects and mood

• Flexibility

• Budget

10-7

Scheduling Methods

Continuity

Pulsing

Flighting

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

10-8

Ratings Points

• Gross ratings points (GRPs)

• GRP = Reach X Frequency

• Target ratings points (TRPs)

• The number of people in the primary target audience the media buy will reach

• The number of times they will be reached

10-9

Marketing Factors Determining Frequency

Target Group

Brand History

Share of Voice

Purchase Cycles

Brand Loyalty

Brand Share

Usage Cycle

Marketing Factors

10-10

Message Factors Determining Frequency

Message Complexity

Message Uniqueness

New vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

Message or Creative

Factors

10-11

Media Factors Determining Frequency

Clutter

Number of Media Used

Repeat Exposure

Editorial Environment

Scheduling

Attentiveness

Media Factors

10-12

Determining Relative Cost of Print Media

Cost of ad space (absolute cost)

Circulation CPM = X 1,000

Cost per thousand (CPM)

10-13

Determining Relative Cost of Broadcast Media

CPRP = Cost of commercial time

Program rating

Cost per rating point (CPRP)

10-14

Determining Newspaper Advertising Costs

Cost of ad space x 1,000

Circulation

Daily Inch Rate

10-15