chap 7- media planning and strategy

8/12/2019 Chap 7- Media Planning and Strategy

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Media Planningand Strategy

CHAPTER 7


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Publications such as newspapers,magazines, direct mail, outdoor, etc.

The specific carrier within a mediumcategory

Number of different audience membersexposed at least once in a given time period

The potential audience that might receivethe message through the vehicle

The number of times the receiver is exposedto the media vehicle in a specific time period

The potential audience that might receivethe message through the vehicle

Number of different audience membersexposed at least once in a given time period

The specific carrier within a mediumcategory

Publications such as newspapers,magazines, direct mail, outdoor, etc.

Media Terminology

PrintMedia

MediaVehicle

Reach

Coverage

Frequency


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Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Media Use DecisionPrint

Media Use DecisionBroadcast

Media Use DecisionOther Media

Selecting Media Within Class

Determining Media Strategy

Selecting Broad Media Classes

Developing the Media Plan

Setting Media Objectives

Setting Media Objectives

MarketingStrategy Plan

CreativeStrategy Plan

MarketingStrategy Plan

SituationAnalysis

CreativeStrategy Plan

SituationAnalysis


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MeasurementProblems

Lack ofInformation

InconsistentTerms

TimePressure

InconsistentTerms

Lack ofInformation

MeasurementProblems

Media Planning Difficulties

Problemsin MediaPlanning


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Evaluate Performance

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Developing the Media Plan


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Analysis

Percentage of brand to totaldemographic sales in market

Percentage of total

demographic population inmarket

BDI = X 100

Brand Development Index


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Analysis

Percentage of total productcategory sales in market

Percentage of total

demographic population inmarket

CDI = X 100

Category Development Index


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High market share

Good market

potential

High market share

Good market

potential

Analysis

Low

CDI

Hig

hCDI

High BDI

Low market share

Good market potential

Low market share

Good market potential

Low BDI

High market share

Monitor for salesdecline

High market share

Monitor for salesdecline

Low market share

Poor market potential


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The market usuallyrepresents good salespotential for both theproduct and the brand.

The market usuallyrepresents good salespotential for both theproduct and the brand.

Analysis

LowCDI

HighCDI

High BDI

The product categoryshows high potential but

the brand isnt doing well;the reason should bedetermined.

The product categoryshows high potential but

the brand isnt doing well;the reason should bedetermined.

Low BDI

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise butshould be monitored forsales decline.

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise butshould be monitored forsales decline.

Both the product categoryand the brand are doing

poorly; not likely to be agood place to advertise.


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TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

CoverageExceeding

Market

Coverage

Population excluding target marketTarget market

Media coverage

Media overexposure


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Three 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

Total market audience reached

B. Reach of Two Programs

Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate


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Graph of Effective Reach

+


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TargetGroup

BrandHistory

Share ofVoice

PurchaseCycles

BrandLoyalty

BrandShare

UsageCycle

PurchaseCycles

Share ofVoice

BrandHistory

UsageCycle

BrandShare

BrandLoyalty

Determining Frequency

MarketingFactors


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Message Complexity

Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

Wearout

Message Variation

Image Versus Product Sell

New Vs. Continuing Campaigns

Message Uniqueness

Message Complexity

Determining Frequency

Messageor Creative

Factors


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Clutter

Number ofMedia Used

RepeatExposures

Editorial

Environment

Scheduling

AttentivenessAttentiveness

Number ofMedia Used

Editorial

Environment

RepeatExposures

Clutter

Frequency

MediaFactors


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of Media-Print

Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)


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Determining Relative Cost of Media-Broadcast

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

l i i d C


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Short Message Life

High Production Cost

Low Selectivity

High Absolute Cost

Clutter

Mass Coverage

High Reach

Impact of Sight, Soundand Motion

High Prestige

Low Cost Per Exposure

Attention Getting

Favorable Image

High Production Cost

High Absolute Cost

Short Message Life

Low Selectivity

Favorable Image

Attention Getting

Low Cost Per Exposure

High Prestige

Impact of Sight, Soundand Motion

High Reach

Mass Coverage

Television Pros and ConsAdvantages Disadvantages

di d C


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Clutter

Fleeting Message

Audio Only

Low Attention Getting

Local Coverage

Low Cost

High Frequency

Flexible

Low Production Cost

Well-segmented Audience


Clutter

Audio Only

Well-segmented Audience

Low Production Cost

Flexible

High Frequency

Low Cost

Local Coverage

Radio Pros and ConsAdvantages Disadvantages

M i P d C


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Visual Only

Long Lead Time forAd Placement

Lack of Flexibility

Segmentation Potential

Quality Reproduction

High Information Content

Longevity

Multiple Readers

Visual Only

Long Lead Time forAd Placement

Multiple Readers

Longevity


Quality Reproduction

Segmentation Potential

Magazine Pros and ConsAdvantages Disadvantages

N P d C


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Clutter

Poor Reproduction Quality

Short Life


High Coverage

Low Cost

Short Lead Time forPlacing Ads

Ads Can Be Placed inInterest Sections

Timely (Current Ads)

Reader Controls Exposure

Can Be Used for Coupons

Selective Reader Exposure

Poor Reproduction Quality


Clutter

Short Life

Can Be Used for Coupons


Timely (Current Ads)

Ads Can Be Placed inInterest Sections

Short Lead Time forPlacing Ads

Low Cost

High Coverage

Newspaper Pros and ConsAdvantages Disadvantages

O td P d C


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Short Ads

Local Restrictions

Sort Exposure Time

Poor Image

Location Specific

High Repetition

Easily Noticed Poor Image

Short Ads

Sort Exposure Time

Easily Noticed

High Repetition

Location Specific

Outdoor Pros and ConsAdvantages Disadvantages

Di t M il P d C


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Poor Image (Junk Mail)

High Cost Per Contact

Clutter

High Selectivity



Repeat ExposureOpportunities

Poor Image (Junk Mail)

High Cost Per Contact

Repeat ExposureOpportunities



High Selectivity

Direct Mail Pros and ConsAdvantages Disadvantages

I t t P d C


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Websnarl (CrowdedAccess)

Few Valid MeasurementTechniques

Limited CreativeCapabilities

Technology Limitations

Limited Reach

User Selects ProductInformation

User Attention andInvolvement

Interactive Relationship

Direct Selling Potential

Flexible Message Platform

Few Valid MeasurementTechniques

Technology Limitations

Websnarl (CrowdedAccess)

Limited CreativeCapabilities

Flexible Message Platform

Direct Selling Potential

Interactive Relationship

User Attention andInvolvement

User Selects ProductInformation

Internet Pros and ConsAdvantages Disadvantages

chap 7- media planning and strategy

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