chapter 10 media planning and strategy
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 10Media
Planning and
Strategy
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Media Plan
Guides media selection
Aims to find a combination of media to communicate a message: In the most effective manner
To the largest number of potential customers
At the lowest cost
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Activities Involved in 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 decisions— print
Media use decisions— print
Media use decisions— broadcast
Media use decisions— broadcast
Media use decisions— other media
Media use decisions— 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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Problems in Media Planning
Insufficient information Sweeps periods: Used for measuring TV audiences
and setting advertising rates
Inconsistent terminologies
Time pressures
Difficulty measuring effectiveness
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Figure 10.4 - Developing the Media Plan
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Using Indexes to Determine Where to Promote
Survey of buying power index• Charts the potential of a particular metro area, county, or city
relative to the United States as a whole• Gives media planners insight into the relative value of a market
Brand development index (BDI)• Factors the rate of product usage by geographic area into the
decision process
Category development index (CDI)• Provides information on the potential for development of the
total product category and not specific brands
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Figure 10.10 - Using CDI and BDI toDetermine Market Potential
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Figure 10.11 - Using BDI and CDI Indexes
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Figure 10.12 - Criteria Considered in the Development of Media Plans
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Figure 10.13 - Marketing Coverage Possibilities
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Figure 10.15 - Three Methods of Promotional Scheduling
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Figure 10.18 - Representation of Reach and Frequency
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Ratings Points
• Measure of potential reach in the broadcast industry
Program rating
• GRP = Reach × Frequency
Gross ratings points (GRPs)
• Number of people in the primary target audience the media buy will reach, and the number of times
• Does not include waste coverage
Target ratings points (TRPs)
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Figure 10.19 - Estimates of Reach for Network TRPs
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Figure 10.21 - Graph of Effective Reach
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Factors Important in Determining Frequency Levels
Marketing factors
• Brand history
• Brand share
• Brand loyalty
• Purchase cycles
• Usage cycle
• Competitive share of
voice
• Target group
Message Factors
• Message complexity
• Message uniqueness
• New versus continuing
campaigns
• Image versus product
sell
• Message variation
• Wearout
• Advertising units
Media Factors
• Clutter
• Editorial environment
• Attentiveness
• Scheduling
• Number of media used
• Repeat exposures
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Determining Relative Costs of Media
Cost per thousand (CPM)
Cost per ratings point (CPRP)
Daily inch rate
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Media CharacteristicsMedia Advantages Disadvantages
Television • Mass coverage and high reach• Impact of sight, sound, and motion• High prestige• Low cost per exposure• Attention getting• Favorable image
• Low selectivity• Short message life• High absolute cost• High production costs• Clutter
Radio • Local coverage• Low cost• High frequency• Flexible• Low production costs• Well-segmented audiences
• 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
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Media CharacteristicsMedia Advantages DisadvantagesNewspapers • High coverage and 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
• Short life and poor reproduction quality
• Clutter• Low attention-getting
capabilities• Selective exposure
Outdoor • Location specific• High repetition• Easily noticed
• Short ads• Poor image• Local restrictions
Direct mail • High selectivity• Reader controls exposure• High information content• Enables repeat exposures
• High cost/contact• Poor image (junk mail)• Clutter
Digital/Interactive
• User selects information• User attention • Interactive relationship• Direct selling potential• Flexible message platform
• Privacy concerns• Potential for deception• Clutter• Lack of measurement
techniques
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