Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand

Chapter 14

Chapter 14: Media Planning 2

Measured and Unmeasured Media

•Television

•Radio

•Newspapers

•Magazines

•The Internet

•Outdoor media

•Direct mail

• Promotion

• Co-op

• Couponing

• Catalogs

• Special events

Measured Media Unmeasured Media

Chapter 14: Media Planning 3

Media Planning

• Media Plan– Specifies media in which advertising

message will be placed to reach a desired audience

• Media Class– Broad category of media, such as TV,

radio, or newspapers

• Media Vehicle– Specific option within a class, i.e., Vogue

Chapter 14: Media Planning 4

The Media Plan

Media Scheduling and BuyingMedia Scheduling and Buying

Media ObjectivesMedia Objectivesa. Reach the target audiencea. Reach the target audienceb. Geographic scope of placementb. Geographic scope of placementc. Message weightc. Message weight

Media ChoicesMedia Choicesa. Media mixa. Media mixb. Media efficiency (CPM, CPRP)b. Media efficiency (CPM, CPRP)c. Competitive media assessmentc. Competitive media assessment

Media StrategiesMedia Strategiesa. Reach and frequencya. Reach and frequencyb. Continuityb. Continuityc. Audience duplicationc. Audience duplicationd. Length / size of advertisementsd. Length / size of advertisements

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Media Objectives1. Reach the target audience

• Demographic, geographic, lifestyle / attitude define choices• Single-source tracking services help identify effect of placements

2. Geographic scope of media placement• Distribution area determines media choice• Geo-targeting of regions of high-purchase density

3. Message weight• Gross impressions, message impressions• Between-vehicle / within-vehicle duplication

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Media Strategies

Reach and Frequency:• Gross rating points (GRP)• Effective frequency• Effective reach

Continuity:• Continuous scheduling• Flighting• Pulsing

Length or Size of Ads: • Creative requirements• Media budget• Competitive environment

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Media Choices: Media Mix

• Allows individual targeting of diverse market segments

•Messages in different media may enhance learning

• Increases reach compared with concentrated placement

• Greater probability of reaching diverse media audiences

• May allow dominance in one medium

•Heightened brand familiarity, especially within low exposure markets

• High-visibility media help create trade channel loyalty,

enthusiasm and preference

• Concentrated media buys may result in volume discounts

Concentrated:Concentrated: Assorted:Assorted:

Chapter 14: Media Planning 8

Media Choices: Media Efficiency

CPM = CPM = cost of media buycost of media buytotal audiencetotal audience

X 1000 X 1000

CPM-TM = CPM-TM = cost of media buycost of media buytargeted audiencetargeted audience

X 1000 X 1000

CPRP = CPRP = $$$ for a program placement$$$ for a program placementprogram ratingprogram rating

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Media Choices: Internet1. Covered in detail in Chapter 16

2. Growth in use but not in rates

3. Difficulty in assessing size of audience

4. Hard to determine what kinds of “ads” really work on the Internet

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Media Choices: Competitive Media Assessment

1. Share of Voice: Any one advertisers brand advertising expenditures relative to overall spending in a product category.

2. Particularly important assessment when all competitors are focused on a narrowly defined target audience.

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Media Scheduling and Buying

1. Heavy-up scheduling:• Heavily scheduling media when consumers

are likely to buy

2. Media buying:• Securing the electronic media time and print

space specified in the schedule

3. Agency of record• The advertising agency chosen to purchase

time and space

4. Media-buying service • An independent organization that buys and

resells blocks of media to advertisers.

Chapter 14: Media Planning 12

Computer Planning Models

Media planners rely heavily uponMedia planners rely heavily upon

computer databases and customcomputer databases and custom

analytical software to assess a wideanalytical software to assess a wide

range of possibilities before makingrange of possibilities before making

costly media buyscostly media buys

Electronic Data ServicesElectronic Data Services• Lack industry standards for measures and reportsLack industry standards for measures and reports

• May not offer preferable content and depthMay not offer preferable content and depth• Typically to not analyze media that they do not measureTypically to not analyze media that they do not measure

Chapter 14: Media Planning 13

Challenges

1. The proliferation of media options

2. Insufficient & inaccurate information

3. Escalating media costs

4. Interactive media

5. Media Choice and integrated brand promotion

Chapter 14: Media Planning 14

IBP Implications1. Reliance on mass media will be reduced

for more highly targeted vehicles

2. Media impact data will used to compare placement alternatives

3. Planners become more knowledgeable about alternative media choices

4. Central control will help to seamlessly integrate multiple media