Chapter 9 Planning Media Strategy: Disseminating the Message

1. Chapter 9Planning Media Strategy: Disseminating the Message

2. Chapter Overview How communications mediahelp advertisers achieve marketingand advertising objectives

3. Chapter Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Define reach & frequencyand debate the effective-frequency 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

4. Definition of Media Planning • 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.

5. Media Planning: Decisions & Issues Whichmedia? Whattime ofyear? Where? Howoften? How tointegrate?

6. Increasing Media Options Challenges More competitors Rising costs Media complexity Greater audience fragmentation More media options

7. Increasing Media Options HBO’s promotions tapped into non-traditional forms of media

8. Off-the-Wall Media Aerial banners & lights In-flight ads Newspaper bags Transit terminal domination Trash receptacles Kiosks Grocery receipts

9. Increasing Media Options U.S. Ad Spending by Medium

10. Media Planning Activities Marketing Plan AdvertisingPlan Set media objectives Determine media strategy Select media classes Select media within classes Media use decisions Print Broadcast Other media Situation Analysis

11. Defining Media Objectives Target Market Target Audience Income, education, occupation, and social groups Distribution channel Opinion leaders Financialcommunity The media

12. Defining Media Objectives Audiencesize Messageweight Audienceaccumulation& reach Exposurefrequency Continuity Adimpressions Grossimpressions Gross ratingpoints Message-Distribution Objectives

13. Definition of Media Concepts • 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

14. Definitions of Media Concepts • 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

15. Definition of Media Concepts • 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

16. Definition of Media Concepts • 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

17. Optimizing Reach, Frequency, Continuity Reach, frequency, and continuity have an inverse relationship

18. Defining Media Objectives Combined Reach of Two Media

19. Optimizing Reach, Frequency, Continuity Recency planning Ad response curve EffectiveReach EffectiveFrequency

20. The Media Mix (5 Ms) Markets Mechanics Money Media Methodology

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

22. Developing a Media Strategy PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors

23. Developing a Media Strategy Brand Development Index and Category Development Index

24. Developing a Media Strategy Competition& Budget MediaAvailability &Economics Media &Mood ofMessage PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors

25. Developing a Media Strategy Oregon Chai positions its beverage as a “break from the everyday”

26. Developing a Media Strategy MessageSize &Position PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MediaAvailability &Economics Media &Mood ofMessage

27. Developing a Media Strategy Color and Size vs. Reach and Frequency

28. Developing a Media Strategy BuyerPurchasePatterns PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MessageSize &Position MediaAvailability &Economics Media &Mood ofMessage

29. Media Tactics Economics ofForeign Media Criteria for SelectingMedia Vehicles Campaign objectives, strategy Synergy of Mixed Media Audience characteristics Exposure, attention, motivation Scheduling Methods Cost efficiency (CPM & CPP)

30. Scheduling Methods Additional methods: Bursting Roadblocking Blinking

31. Media Planning Software Scheduling Software Performs tedious number crunching Saves time and money Improves decision making

32. Media Planning Software Ad for the SRDS Media Planning System