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Chapter 9
Planning Media Strategy:
Disseminating the Message
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
How communications media
help advertisers achieve marketing
and advertising objectives
9-2
Chapter Objectives
Describe how a media plan
helps accomplish
objectives
Explain the importance of
creativity in media planning
Define reach & frequency
and debate the effectivefrequency controversy
Discuss how reach,
frequency, and continuity
are related
Calculate
gross rating points and
cost per thousand
Name secondary research
sources and describe their
use
Describe the different advertising
schedules and their purposes
9-3
Definition of Media Planning
o
Media planning is the conception,
analysis, and creative selection of
channels of communication that will
direct advertising messages to the right
people in the right place at the right time.
9-4
Media Planning: Decisions & Issues
What
time of
year?
Which
media?
Where?
How
often?
How to
integrate?
9-5
Increasing Media Options
Challenges
More competitors
Rising costs
Media complexity
Greater audience fragmentation
More media options
9-6
Increasing Media Options
HBO’s promotions tapped into nontraditional forms of media
9-7
Off-the-Wall Media
Aerial banners & lights
In-flight ads
Newspaper bags
Transit terminal domination
Trash receptacles
Kiosks
Grocery receipts
9-8
Increasing Media Options
U.S. Ad Spending by Medium
9-9
Media Planning Activities
Situation
Analysis
Marketing
Plan
Advertising
Plan
Set media objectives
Determine media strategy
Select media classes
Select media within classes
Broadcast
Print
Other media
Media use decisions
9-10
Defining Media Objectives
Target
Market
Income, education,
occupation, and
social groups
Distribution
channel
Target
Audience
Opinion leaders
Financial
community
The media
9-11
Defining Media Objectives
Message-Distribution Objectives
Audience
size
Message
weight
Audience
accumulation
& reach
Exposure
frequency
Continuity
Ad
Gross
Gross rating
impressions impressions
points
9-12
Definition of Media Concepts
o
o
o
Message Weight: total size of the
audience for a set of ads or entire
campaign
Advertising Impression: possible
exposure of the advertising message to
one audience member
Gross Impression: audience size by the
number of times the ad message is used
9-13
Definitions of Media Concepts
o
o
Gross Rating Points: the percentage of
the audience that potentially could view
the message – one rating point is equal
to one percent of a particular population
group
We can add the Gross Impressions or
Gross Rating Points for several media
vehicles and get a combined Gross
Impression or Gross Rating Point score
9-14
Definition of Media Concepts
o
o
Reach and audience accumulation: reach
is the total number of different people or
households exposed to an ad at least
once usually for four weeks and is the
number of people exposed to the
medium and thus have an opportunity to
see the ad
We can combine different reach numbers
and then get total audience accumulation
9-15
Definition of Media Concepts
o
o
o
o
Exposure Frequency: the number of
times the same person or household is
exposed to the ad
Average Frequency: total exposures
divided by audience reach
Reach and Frequency do not measure
“effective” reach and frequency but only
people who might have been exposed to
the ad
Continuity: the amount of time the
message is presented
9-16
Optimizing Reach, Frequency, Continuity
Reach,
frequency,
and continuity
have an
inverse
relationship
9-17
Defining Media Objectives
Combined Reach of Two Media
9-18
Optimizing Reach, Frequency, Continuity
Effective
Reach
Effective
Frequency
Recency planning
Ad response curve
9-19
The Media Mix (5 Ms)
Markets
Money
Mechanics
Media
Methodology
9-20
Elements of a Media Strategy
Market
Definition of target
audiences, how to weight them
Media
Nature of the message,
media types to be used
Methodology
Reach, frequency,
and continuity goals
Money
Budget for each medium,
plus effect of restrictions
Mechanics
Size, timing, and position of
message units
9-21
Developing a Media Strategy
Plan
Scope
Decision
Factors
Market’s
Sales
Potential
Brand
Development
Category
Development
9-22
Developing a Media Strategy
Brand Development Index and
Category Development Index
9-23
Developing a Media Strategy
Plan
Scope
Market’s
Sales
Potential
Decision
Factors
Media &
Mood of
Message
Brand
Development
Category
Development
Competition
& Budget
Media
Availability &
Economics
9-24
Developing a Media Strategy
Oregon Chai
positions its
beverage as a
“break from
the everyday”
9-25
Developing a Media Strategy
Plan
Scope
Message
Size &
Position
Market’s
Sales
Potential
Decision
Factors
Media &
Mood of
Message
Brand
Development
Category
Development
Competition
& Budget
Media
Availability &
Economics
9-26
Developing a Media Strategy
Color and Size vs. Reach and Frequency
9-27
Developing a Media Strategy
Plan
Scope
Buyer
Purchase
Patterns
Message
Size &
Position
Market’s
Sales
Potential
Decision
Factors
Media &
Mood of
Message
Brand
Development
Category
Development
Competition
& Budget
Media
Availability &
Economics
9-28
Media Tactics
Economics of
Foreign Media
Criteria for Selecting
Media Vehicles
Campaign objectives, strategy
Synergy of Mixed Media
Audience characteristics
Exposure, attention, motivation
Scheduling Methods
Cost efficiency (CPM & CPP)
9-29
Scheduling Methods
Additional
methods:
Bursting
Roadblocking
Blinking
9-30
Media Planning Software
Scheduling Software
Performs tedious number crunching
Saves time and money
Improves decision making
9-31
Media Planning Software
Ad for the
SRDS Media
Planning
System
9-32