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Comm 340
Chapter Eight
REVISED
Media
Strategy & Tactical
Decisions
A Quick Overview of Terms & Concepts
Media Planning a process series of decisions to deliver promotional message
to target audience.
Media Objectives to be achieved
Media Strategies – how to get there.
Medium which delivery system (TV, radio station, etc.)
Media vehicle specific carrier within the delivery system (TV Channel - Global
~
Radio Hits 101)
Reach actual # exposed to message
Coverage potential # exposed to message
Frequency # of X’s exposed to message in a specific time period.
The Media Plan
A process to maximize communication to the Target Audience through the
optimal use of mediums and buys.
Problems in Media Planning
Lack of Target Info – Incomplete viewing audience data ~ Sweeps &
seasonality.
Age, Cost & Geographic Limitations of Audience Data.
Lack of Standardization – terms & measures different by medium (CPM,
CPRP, ETC.)
Time Limitations – Yesterday please.
Difficult to Measure Effectiveness – other than ‘direct-response’ activity,
media is hard to assess in a timely manner.
Developing the Media Plan
Market Analysis
Situational Analysis
The Marketing Strategy Plan
The Creative Strategy Plan
Set Media Objectives
Translate Marketing Strategies & Objectives Into Appropriate Media Objectives
Develop & Execute the Plan
Determine & Develop the Media Strategies
Evaluation
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Situational Analysis
Establish / Define The Marketing Problem / Opportunity
Internal & External Factors
Internal - $’s available, organizational capacity / abilities
External – economy, technology, competitive activity
The Marketing Strategy Plan
The Marketing Strategy Plan
Where to Promote?
Where in a “geographical” sense
Promote where $’s are most effective
Tends to be where population density is highest I.E. large urban areas.
Info overload for large urban areas / info drought for rural markets.
The Creative Strategy Plan
What To Say ~ How To Say It
Product Usage Benefits
Product Positioning
Creative copy themes
Needed media weights
Media Objectives should contribute to the attainment of the established IMF
Objectives, which should contribute to the attainment of the Marketing Plan
Objectives.
Defined in media terms such as: “create brand awareness in the target
audience through…:”
six months of broadcast media to TA with 80% coverage objective.
reach 60% of TA 3 X’s in same period
periodic ‘heavy ups’ in media weights. (frequency)”
The Media Mix
Usually use more than one medium to effect best coverage, reach & frequency.
The combination of mediums used and their relative weights to reach the
Media Objectives.
Combined can generate Creative Theme / Message Synergies.
Media Budgets
Theoretical Approaches
Marginal Analysis
–Profit = Gross Margin - Ad Costs
Sales Response
–Point of diminishing returns.
Media Budgets
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Managerial Approaches
Allocated
Percent of Sales, Etc.
Top-down / bottom-up
Objective / Task
influenced by:
Market Size, Potential, Share Objectives
Economies of Scale
Absolute Cost – invoiced amount.
Relative Cost – does it “do the job”? but that’s only $2/CPM
CPM, CPRP, TCPRP, “daily inch rate”
Avoid waste coverage
IE: don’t spend $’s to advertise to non Target Audiences.
To determine relative importance of an area:
Brand Development Index = % brand sales ÷ % population
Category Development Index = % cat. sales ÷ % population
Some Limitations By Product Usage
Level Of Market Development Decisions
Growth Vs. Maintenance
Three Types
Prior / during peak Sales Periods
Continuity – sustained continuous duration
Flighting – periodic / intermittent airing
Pulsing – combo – heavy ups with sustaining weights.
Reach – Exposing potential buyers to the message to generate awareness.
Required levels to effect: awareness attitude change, buying intentions – is
purely subjective.
Frequency - # of X’s TA is exposed to the media vehicle not necessarily your ad!
Media
Plans always overstate the actual delivery.
Unduplicated & Duplicated Reach
seeing the message more than once (frequency - twice)
Guess-timating
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2500 GRP’s ~ 70% probability of high awareness.
1,000 – 2,500 GRP’s ~ 33% probability of high awareness
1,000 GRP’s no awareness at all
Determining Effective Reach (3-10 exposures)
% of a vehicle’s audience reached at each effective frequency increment
1970’s
– consumers exposed to 1,000 ads / day
Today
– consumers exposed to + 5,000!
Reach & Frequency Effects
One exposure of an ad to a target group within a purchase cycle has little or no
effect in most circumstances.
Since one exposure is usually ineffective, the central goal of productive media
planning should be to enhance frequency rather than reach.
The evidence suggests strongly that an exposure frequency of two within a
purchase cycle is an effective level.
Beyond three exposures within a brand purchase cycle or over a period of four
or even eight weeks, increasing frequency continues to build advertising
effectiveness at a decreasing rate but with no evidence of decline.
Reach & Frequency Effects
Although there are general principles with respect to frequency of exposure and
its relationship to advertising effectiveness, differential effects by brand are
equally important.
Nothing we have seen suggests that frequency response principles or
generalizations vary by medium.
The data strongly suggest that wear out is not a function of too much
frequency; it is more of a creative or copy problem.
Creative Aspects & Mood
A specific creative strategy may require
specific mediums and even specific media vehicles.
Sensory specific themes
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Sound / Visuals
Smells
Media Strategy should have flexibility in
Executional Mediums
Delivery Vehicles
Weights / Flights
Compare Media Plan to Objectives
Compare Media Plan Objectives to
IMC Objectives
to Marketing Plan Objectives
Market Analysis
Information Overload
Virtually necessitates
Full time dedicated
Data Analysts
To ensure the effective utilization of resources ($).
Was / is it a good match of media types to the
Target Market
For general reference: See Figure 8-15 (next slide)
Computers In Media Planning
If you eliminate the role of the Data Analyst through progressive automation, the
likelihood for establishing effective performance evaluation becomes
correspondingly remote.
Study Keyes:
Figures: 8-2, 8-15, 8-24
Questions?
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