chapter 9 planning media strategy: disseminating the message

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 9

Planning Media Strategy:

Disseminating the

Message

9-2

Chapter Overview

How communications mediahelp advertisers achieve

marketingand advertising objectives

9-3

Chapter Objectives

Describe how a media plan helps accomplish

objectives

Explain the importance of creativity in media

planning

Name secondary research sources and

describe their use

Define reach & frequencyand debate the effective-

frequency controversy

Calculate gross rating points and

cost per thousand

Discuss how reach, frequency, and continuity

are related

Describe the different advertising schedules and their purposes

9-4

Definition of Media Planningo 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.

9-5

Media Planning: Decisions &

Issues

Where?

Whichmedia?

Whattime ofyear?

Howoften?

How tointegrate?

9-6

Increasing Media Options

Challenges

More competitors

Rising costs

Media complexity

Greater audience fragmentation

More media options

9-7


HBO’s promotions tapped into non-traditional forms of media

9-8

Off-the-Wall Media

Aerial banners & lights

In-flight ads

Newspaper bags

Transit terminal domination

Trash receptacles

Kiosks

Grocery receipts

9-9


U.S. Ad Spending by Medium

9-10

Media Planning Activities

Marketing Plan

Set media objectives

AdvertisingPlan

Determine media strategy

Select media classes

Select media within classes

Media use decisions

Broadcast Print Other media

Situation Analysis

9-11

Defining Media Objectives

Target Audience

Target Market

Income, education, occupation, and

social groups

Distribution channel

Opinion leaders

Financialcommunity

The media

9-12

Adimpressions

Grossimpressions

Gross ratingpoints


Message-Distribution Objectives

Audiencesize

Audienceaccumulation

& reach

Exposurefrequency ContinuityMessage

weight

9-13

Definition of Media Conceptso Message Weight: total size of the

audience for a set of ads or entire campaign

o Advertising Impression: possible exposure of the advertising message to one audience member

o Gross Impression: audience size by the number of times the ad message is used

9-14

Definitions of Media

Conceptso 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

o 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

9-15

Definition of Media Conceptso 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

o We can combine different reach numbers and then get total audience accumulation

9-16

Definition of Media Conceptso Exposure Frequency: the number of times

the same person or household is exposed to the ad

o Average Frequency: total exposures divided by audience reach

o Reach and Frequency do not measure “effective” reach and frequency but only people who might have been exposed to the ad

o Continuity: the amount of time the message is presented

9-17

Optimizing Reach, Frequency,

Continuity

Reach, frequency,

and continuity have an inverse

relationship

9-18


Combined Reach of Two Media

9-19

Optimizing Reach, Frequency,

Continuity

Recency planning

Ad response curve

EffectiveFrequency

EffectiveReach

9-20

The Media Mix (5 Ms)

Media

Markets

Money

Mechanics

Methodology

9-21

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

9-22

Developing a Media Strategy

BrandDevelopment

CategoryDevelopment

Market’sSales

Potential

PlanScope

DecisionFactors

9-23


Brand Development Index and Category Development Index

9-24


Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

9-25


Oregon Chai positions its

beverage as a “break from

the everyday”

9-26


MessageSize &

Position



Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

9-27


Color and Size vs. Reach and Frequency

9-28


BuyerPurchasePatterns

MessageSize &

Position



Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

9-29

Media Tactics

Economics ofForeign Media

Synergy of Mixed Media

Scheduling Methods Cost efficiency (CPM & CPP)

Exposure, attention, motivation

Audience characteristics

Campaign objectives, strategy

Criteria for SelectingMedia Vehicles

9-30

Scheduling Methods

Additional methods:

BurstingRoadblocking

Blinking

9-31

Media Planning Software

Performs tedious number crunching

Saves time and money

Improves decision making

Scheduling Software

9-32

Media Planning Software

Ad for the SRDS Media

Planning System

chapter 9 planning media strategy: disseminating the message

Documents