Media Planning and Strategy

Dr. George BelchSan Diego State University

© 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Changing Media Landscape

• A few predictions• Traditional media budgets will not change

for years• Traditional media will take on a different

role, with reduced budget share• How consumers use media will never be

the same• Synergism/integration is the new model

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The Changing Media Landscape

• Traditional Media• Television, radio, newspapers,

magazines, outdoor, direct mail• Traditional but Different

• Public relations, product placements, sponsorships, events

• New Media• Internet/interactive, wireless,

podcasts, search ads, blogs, video games, branded content

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New Media

• Wireless—mobile phones, smartphones

• Branded content – programming developed to deliver a message such as webisodes or product integration

• Social Media (Facebook, Twitter, YouTube)

• Blogs- online information of specific content

• Video games – brands integrated into games or games created for advertainment

• Paid Search - targeted ads appear when people type queries into search engines such as Google. Advertisers bid for placement.

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Factors Leading to Changes in Media

• Consumers are busy and time crunched

• Multitasking becoming more prevalent

• New media options/ media proliferation

• Changing lifestyles

• Technology developments/changes

• Media Fragmentation

• Consumer attitudes toward media

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Developing the Media Plan

Selecting media within classSelecting media within class

Selecting broad media classesSelecting broad media classes

Determining media strategyDetermining media strategy

Media use decision— print

Media use decision— print

Media use decision— broadcast

Media use decision— broadcast

Media use decision— other media

Media use decision— other media

Setting media objectivesSetting media objectives

Marketing strategy planMarketing

strategy planSituation analysis

Situation analysis

Creative strategy plan

Creative strategy plan

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Media Planning Difficulties

Measurement Problems

Measurement Problems

Lack of Information

Lack of Information

InconsistentTerminologyInconsistentTerminology

TimePressure

TimePressure

Problemsin MediaPlanning

Problemsin MediaPlanning

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Developing a Media Plan

Evaluate performanceEvaluate performance

Analyze the marketAnalyze the market

Establish media objectivesEstablish media objectives

Develop/implement media strategyDevelop/implement media strategy

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Using Index Numbers

Percentage of users in a demographic segmentPercentage of population

in the same segment

Index = X 100

Index Number

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Using the Brand Development Index

Percentage of brand to total sales in market

Percentage of total population in market

BDI = X 100

Brand Development Index

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Using the Category Development Index

Percentage of total product category sales in market

Percentage of total population in market

CDI = X 100

Category Development Index

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Using BDI and CDI

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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

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The Media Mix

• Selection considerations• Objectives sought• Product or service characteristics• Budget• Individual preferences

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Target Audience Coverage

TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

CoverageExceeding

Target Market

Population excluding target marketTarget marketMedia coverageMedia overexposure

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Scheduling Methods

Continuity

Pulsing

Flighting

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

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Reach and Frequency

A. Reach of One Program B. Reach of Two Programs

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total marketaudience reached

Total marketaudience reached

Total market reached with both shows

Total reach less duplicated shows

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Marketing Factors Determining Frequency

Target GroupTarget Group

Brand HistoryBrand History

Share of Voice

Share of Voice

Purchase Cycles

Purchase Cycles

Brand LoyaltyBrand

LoyaltyBrand ShareBrand Share

Usage Cycle

Usage Cycle

Marketing Factors

Marketing Factors

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Message Factors Determining Frequency

Message ComplexityMessage Complexity

Message UniquenessMessage Uniqueness

New vs. Continuing CampaignsNew vs. Continuing Campaigns

Image Versus Product SellImage Versus Product Sell

Message VariationMessage Variation

WearoutWearout

Advertising UnitsAdvertising Units

Messageor Creative

Factors

Messageor Creative

Factors

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Media Factors Determining Frequency

ClutterClutter

Number of Media UsedNumber of Media Used

Repeat ExposureRepeat

Exposure

Editorial Environment

Editorial Environment

SchedulingScheduling

AttentivenessAttentiveness

Media FactorsMedia

Factors

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Creative Aspects and Mood

• Creative aspects• Media may drive strategy, or strategy

may drive media• Media and creative departments must

work closely together

• Mood• Media can drive mood• Media and vehicle image can carry over

to the message placed within them

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Flexibility in Media Planning Strategies

Market opportunities

Market opportunities Market threatsMarket threats

Availability of media

Availability of media

Changes in media or media

vehicle

Changes in media or media

vehicle

FlexibilityFlexibility

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Television Advantage and Limitations

Mass coverage

High reach

Sight, sound, motion

High prestige

Low cost per exposure

Attention getting

Favorable image

AdvantagesAdvantages

Short message life

High production cost

Low selectivity

High absolute cost

Clutter

DisadvantagesDisadvantages

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Radio Advantages and Limitations

Local coverage

Low cost

High frequency

Flexible

Low production cost

Well-segmented audience

AdvantagesAdvantages

Clutter

Fleeting message

Audio only

Low attention getting

DisadvantagesDisadvantages

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Magazines Advantages and Limitations

Segmentation potential

Quality reproduction

High information content

Longevity

Multiple readers

AdvantagesAdvantages

Visual only

Long lead time for ad placement

Lack of flexibility

DisadvantagesDisadvantages

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Newspaper Advantages and Limitations

High coverage

Low cost

Short lead time for placing ads

Ads can be placed in interest sections

Timely (current ads)

Reader controls exposure

Can be used for coupons

AdvantagesAdvantages

Clutter

Poor reproduction quality

Short life

Low attention getting

Selective reader exposure

DisadvantagesDisadvantages

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Outdoor Advantages and Limitations

Location specific

High repetition

Easily noticed

AdvantagesAdvantages

Short ads

Local restrictions

Short exposure time

Poor image

DisadvantagesDisadvantages

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Evaluation and Follow-Up

Use again, or analyze flaws

How well did these strategies achieve the media objectives?

How well did the media plan contribute to attaining the overall marketing and

communications objectives?