Media Planning and Strategies Marcaida, Junko Aziza Shih, Kyle Dane 3 AD 1

Media Planning and Strategies

Marcaida, Junko Aziza

Shih, Kyle Dane

3 AD 1

Media Planning

the series of decisions involved in delivering the promotional message to the prospective purchaser and/or users of the product or brand

Media VehiclesExamples:

MediumsBroadcast Media (TV, Radio)Print Media (Newspaper, Magazines)Outdoor Media (Billboards) InternetPublic TransportationDirect MailSpecial Advertising (Calendar, Pencils,

Shopping Bags)Other Media (Brochures, Catalog, Samples)

a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

Frequency

Reach

refers to the number of times the receiver is exposed to the media vehicle in a specified period.

Coveragerefers to the potential audience that

might receive the message through vehicles.

Cost Per Thousand

Cost Per Rating Point

method used in comparing print media.

method used in comparing broadcast media.Impact

determines how the ad offer full opportunities for appealing to appropriate senses.

Developing the Media Plan

Market Analysis

• the stage of overall promotional process invloves a complete review of internal and external factors, competitive strategies and the like.

• performed in the development of media strategy, although this time the focus is on the media and in the delivering message.

Factors that influence the media plan

• Internal Factors

• External Factors

may involve the size of the media budget, managerial and administrative capabilities.

may include the economy, changes in technology, competitive factors and the like.

Where to promote?

Companies often find that sales are stronger in one area of the country or the world than another and may allocate advertising expenditures according to the market potential of an area.

Using Indexes to Determine where to Promote

• Survey of Buying Power Index

• Brand Development Index

• Category Development Index

based on the number of factors, including population, effective buying income and total retail sales in the area.

helps marketers factor the rate of the product usage by geographic area into the decision process.

computed in the same manner as the BDI, except it uses the information regarding the product category in the numerator.

Establishing Media Objectives

the goals of the media program and should be limited to those that can be accomplished through media strategies.

Developing and Implementing Media Strategies

Having determined what is to be accomplished, media planners consider how to achieve these objectives.

That is, they develop and implement media strategies, which evolve directly from the actions required to meet objectives and involve all the criteria.

Criteria Considered in the Development of the Media Plans

• Media Mix• Target Market Coverage• Geographic Coverage• Scheduling• Reach versus Frequency• Creative Aspect and Moods• Flexibility• Budget Considerations

combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign

Target Marketing Coverage

Media Mix

Marketing Coverage Possiblities

• Full Market Coverage• Partial Market Coverage• Coverage Exceeding Target Market

Geographic Coveragedescribes the locations covered by

the market where interest is high.

Schedulingto time promotional efforts so that

they will coincide with the highest potential buying times.

Three Methods of Scheduling

• Continuity• Flighting• Pulsing

Reach versus Frequency

How much Reach is Necessary?Achieving awareness requires reach-

that is, exposing potential buyers to the message. High Reach is also desired at later stages of the hierarchy.

What Frequency Level is Needed?

The level expressed in the media plan overstates the actual level of the exposure of the ad.

Establishing reach and frequency objectives

Exposed to more than one media vehicle with an ad, resulting in repetition.

1. unduplicated reach- if the ad is placed o two t.v shows, the total number exposed once.

2. duplicated reach- overlap

3. program rating- a measure of potential reach in the broadcast industry.

Using gross ratings points (GRPs)a summary measure that combines the

program rating and the average number of times.

GRP=Reach x Frequency

Target ratings points-Refer to the number of people in the primary target audience the media buy will reach.

Determining effective reach

Decide whether to increase reach at the expense of the frequency or increase the frequency of exposure but to a smaller audience.

Effective reach- represents the percentage of a vehicle’s audience reached at each effective frequency increment.

Average frequency- the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specific period.

Marketing factors brand share purchase cycles usage cycle competitive share of voice target group

Message or creative factors Message complexity Message uniqueness Message variation Wear out Advertising units

Media factors Clutter Editorial environment Attentiveness Scheduling Number of media used Repeat exposure

Creative aspects and mood In developing a media strategy, marketers

must consider both creativity and mood factors.

Creative and aspects- to support media strategy to acheive great impact.

Mood- to enchance the creativity of message through media.

FlexibilityMarket opportunities

Market threats

Availability of media

Changes in media or media vehicles

Budget considerationImportant decisions in the development

of media strategy is cost estimating.

Absolute costs- the actual total cost of placing an ad in a particular media vehicle.

Relative cost- the relationship between the price paid for advertising time or space and the size of the of the audience delivered.

Determining relative costs of media Cost per thousand (CPM) – for magazine

CPM= cost of ad space(absolute) x1,000

Circulation

Cost per ratings point(CPRP) – for broadcast media

CPRP= Cost of commercial time

program rating Daily inch rate- cost per column inch of the paper.

Evaluation and follow-up

How well did these strategies achieve the media objectives?

How well did this media plan contribute to attaining the overall marketing and communication objectives?

Characteristics of mediaMedia Adv antages Disadvantages

Television mass coverage,high reach, high prestige,attention getting.

low selectivety,short message life, high absolute cost,high production costs.

Radio local coverage,low cost, high frequency, flexible.

audio only,clutter,low attention getting, fleeting message.

Magazines Segmentation potential,quality reproduction, high information content,longevity,multiple readers.

Long lead time for ad placement, visual only,lack of flexibility.

Newspaper High coverage, low cost,short lead time for placing ads.

Short life, clutter, low attention-getting capabalities.

Outdoor Location specificHigh repetitionEasily noticed

Short exposure time requires short ad,poor image,local restriction

Direct Mail High selectivity,reader controls exposure,high information content,opportunities for repeat exposures

High cos/contactPoor image(junk mail)clutter

Internet and interactive media

Users selects product informationUser attention and involvementInteractive relationship

Limited creative capabiltitiesWebstarl(crowded acces)Technology limitation

Media Plan Sample