1 / 19

Chapter 10 Media Planning and Strategy

Chapter 10 Media Planning and Strategy. 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. Marketing strategy plan. Creative strategy plan.

mili
Télécharger la présentation

Chapter 10 Media Planning and Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 10Media Planning and Strategy

  2. 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

  3. Marketing strategy plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class Media use decisions — broadcast Media use decisions — other media Media use decisions — print Activities Involved in Developing the Media Plan Situation analysis

  4. Problems in Media Planning • Insufficient information • Sweeps periods:Used for measuring TV audiences and setting advertising rates • Inconsistent terminologies • Time pressures • Difficulty measuring effectiveness

  5. Figure 10.4 - Developing the Media Plan

  6. 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

  7. Figure 10.10 - Using CDI and BDI toDetermine Market Potential

  8. Figure 10.11 - Using BDI and CDI Indexes

  9. Figure 10.12 - Criteria Considered in the Development of Media Plans

  10. Figure 10.13 - Marketing Coverage Possibilities

  11. Figure 10.15 - Three Methods of Promotional Scheduling

  12. Figure 10.18 - Representation of Reach and Frequency

  13. Ratings Points Program rating • Measure of potential reach in the broadcast industry Gross ratings points (GRPs) • GRP = Reach × Frequency Target ratings points (TRPs) • Number of people in the primary target audience the media buy will reach, and the number of times • Does not include waste coverage

  14. Figure 10.19 - Estimates of Reach for Network TRPs

  15. Figure 10.21 - Graph of Effective Reach

  16. Factors Important in Determining Frequency Levels Marketing factors Message Factors Media Factors • Brand history • Brand share • Brand loyalty • Purchase cycles • Usage cycle • Competitive share of voice • Target group • Message complexity • Message uniqueness • New versus continuing campaigns • Image versus product sell • Message variation • Wearout • Advertising units • Clutter • Editorial environment • Attentiveness • Scheduling • Number of media used • Repeat exposures

  17. Determining Relative Costs of Media Cost per thousand (CPM) Cost per ratings point (CPRP) Daily inch rate

  18. Media Characteristics

  19. Media Characteristics

More Related