1 / 50

Media Planning and Strategy

10. Media Planning and Strategy. Media Terminology. Media Planning. A series of decisions involving the delivery of messages to audiences. Media Objectives. WHAT are the goals to be attained by the media strategy and program. Media Strategy.

walden
Télécharger la présentation

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. 10 Media Planning and Strategy

  2. Media Terminology Media Planning A series of decisions involving the delivery of messages to audiences Media Objectives WHAT are the goals to be attained by the media strategy and program Media Strategy Decisions on HOW the media objectives can be attained 10-2

  3. Media Terminology - continued Reach Number of different audience members exposed at least once in a time period Frequency Number of times the receiver is exposed to the media vehicle in a time period Medium General categories of delivery systems, such as TV, print, internet, radio MediaVehicle The specific program within a medium category such as “GQ” or “Glee” 10-3

  4. Test Your Knowledge For EACH of the items listed below, determine which is a medium and which is a media vehicle: a) newspapers b) television c) American Idol d) Cosmopolitan e) magazines f) internet g) New York Times h) outdoor advertising i) Facebook 10-4

  5. 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

  6. The Media Plan Marketing Plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting vehicles within class Media use decision — broadcast Media use decision — print Media use decision — other media Situation analysis 10-6

  7. Media Planning Difficulties Measurement Problems Lack of Information Time Pressure Inconsistent Terminology Idol vs. Dance Sweeps Period sets ad rates Problems in Media Planning CPM – Print CPRP - TV Actions by competitor 10-7

  8. Developing a Media Plan Analyze the market Establish media objectives Develop/implement media strategy Evaluate performance 10-8

  9. Using Index Numbers To determine to WHOM we should advertise Index Number Percentage of users in a demographic segment X 100 Index = Percentage of population in the same segment The HIGHER the index, the more potential that target has 10-9

  10. Application of Index Refer to Page 345 – Figure 10-5 in Textbook for Full Chart Snowboarding Last 12 months 10-10

  11. WHERE should we promote To determine WHERE we should promote geographically: We look at TWO indices: a) CDI (Category Development Index) and b) BDI (Brand Development Index) 10-11

  12. Using the Category Development Index Category Development Index Percentage of total product category sales in market X 100 CDI = Percentage of total U.S. population in market • Indicates how well the category is selling in that geographic area • The higher the index, the better the potential in that market 10-12

  13. Map of United States: Four Regions 10-13

  14. Percent Population By Region Midwest Population: 30% West Population: 20% Northeast Population: 30% South Population: 20% Total Population USA = 100% 10-14

  15. Percent all Sunscreen Sold By Region Midwest Sunscreen: 40% West Sunscreen: 5% Northeast Sunscreen: 10% South Sunscreen: 45% Total Sunscreen Sold= 100% 10-15

  16. CDI for Sunscreen Category By Region Midwest 40/30 x 100 = 133 Northeast 10/30 x 100 = 33 West 5/20 x 100 = 25 South 45/20 x 100 = 225 10-16

  17. Using the Brand Development Index Brand Development Index Percentage of brand to total U.S. sales in market BDI = X 100 Percentage of total U.S. population in market • Indicates how well the brand is selling in that geographic area • The higher the index, the better the potential in that market 10-17

  18. Percent Coppertone By Region Midwest Coppertone: 50% West Coppertone: 25% Northeast Coppertone: 10% South Coppertone: 15% Total Coppertone Sold= 100% 10-18

  19. BDI for Coppertone Brand By Region Midwest 50/30 x 100 = 166 Northeast 10/30 x 100 = 33 West 25/20 x 100 = 125 South 15/20 x 100 = 75 10-19

  20. CDI and BDI By Region Midwest High CDI High BDI Northeast Low CDI Low BDI West Low CDI High BDI South High CDI Low BDI 10-20

  21. Test Your Knowledge In calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A) High market share; good market potential B) Low market share; good market potential C) High market share; monitor for sales decline D) Low market share; poor market potential 10-21

  22. Using BDI and CDI 10-22

  23. Media Objectives • Goals for the media program • Some examples: • Reach 60% of the target audience at least three times over a 6 month period • Create a positive brand image through mood and creativity 10-23

  24. Developing Media Strategies • Criteria to consider during plan development • The media mix • Target market coverage • Geographic coverage • Scheduling • Reach and frequency • Creative aspects and mood • Flexibility • Budget 10-24

  25. The Media Mix • Selection considerations • Objectives sought • Product characteristics • Budget • Examples: • Visual demonstration --- use TV • Coupon delivery --- use magazines or newspapers 10-25

  26. Reaching Target Markets Refer to Page 353 – Figure 10-14 in Textbook for Full Chart Media Usage of Snowboarders Information to match media to target markets The higher the index, the more the potential 10-26

  27. Geographic Coverage • Spend more media money in areas with greater potential • Promote skis in areas that have snow! 10-27

  28. Scheduling • Timing promotional efforts such that they coincide with the highest potential buying times • Methods • Continuity:Regular pattern of advertising without gaps or non-advertising periods • Flighting:Involves intermittent periods of advertising and non-advertising • Pulsing:Maintains continuity, but promotional efforts are stepped up at times

  29. Scheduling Methods Continuity toilet paper detergent Flighting snow skis Pulsing beer Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 10-29

  30. Duplicated / Unduplicated Reach A. Reach of One Program B. Reach of Two Programs Total marketaudience reached Total marketaudience reached C. Duplicated Reach D. Unduplicated Reach Total market reached with both shows Total reach less duplicated shows 10-30

  31. Reach versus Frequency • Budget constraints • Need to trade off reach vs. frequency • message to be seen by more people • message to be seen by fewer people, but more often • Achieving awareness for new brands requires a lot of reach • Optimal frequency anywhere between 3 – 10 exposures 10-31

  32. Rating Points • Program rating • % of US households watching the show • Gross ratings points (GRPs) • GRP = Reach X Frequency • Need at least 2500 GRPs to be effective 10-32

  33. Building a Media Plan Keep adding vehicles, till effective GRP level reached 10-33

  34. Marketing Factors Determining Frequency Brand Loyalty Brand Share Usage Cycle Competition Brand History Purchase Cycles Marketing Factors daily=more higher = less high=less new = more more=more shorter=more 10-34

  35. Message Factors Determining Frequency Message Complexity Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wear out if high frequency Advertising Units Message or Creative Factors simple=less more=less new=more image=more single=less large=less 10-35

  36. Media Factors Determining Frequency Media Factors • Clutter • Editorial environment • Attentiveness • Scheduling • Number of media used • Repeat exposures

  37. Creative Aspects and Mood • Use the correct medium to support your strategy • Lancôme – print • Hallmark – TV • Certain media create the correct mood for your brand • Skiing magazine for snow skis • Gourmet magazine for wines 10-37

  38. Flexibility in Media Planning Strategies Market opportunities Market threats Changes in media or media vehicle Availability of media Red wine beneficial Competition Flexibility All media space sold Drop in ratings 10-38

  39. Budget Considerations • Absolute Cost • One page ad in full color in Newsweek magazine costs $165,000 • Relative Cost • Relationship between price paid and size of audience (circulation) • Used to determine which vehicle is the more cost effective option • Measured via CPM (cost per thousand) 10-39

  40. Determining Relative Cost of Print Media Cost per thousand (CPM) Cost of ad space (absolute cost) CPM = X 1,000 Circulation CPM may underestimate circulation due to Pass Along Rate (# of people who read magazine without buying it) 10-40

  41. Example of CPM calculation The lower the CPM, the more cost efficient the media buy *TIME is the most cost efficient 10-41

  42. Television Pros and Cons Advantages Disadvantages Mass coverage Low selectivity Short message life High reach High absolute cost Sight, sound, motion High production cost High prestige Clutter Low cost per exposure Attention getting Favorable image 10-42

  43. Radio Pros and Cons Advantages Local coverage Low cost Disadvantages High frequency Audio only Flexible Clutter Low production cost Low attention getting Well-segmented audience Fleeting message 10-43

  44. Magazine Pros and Cons Advantages Disadvantages Segmentation potential Long lead time for ad placement Visual only Quality reproduction Lack of flexibility High information content Longevity Multiple readers 10-44

  45. Newspaper Pros and Cons Advantages High coverage Low cost Disadvantages Short lead time for placing ads Short life Local markets Clutter Timely (current ads) Low attention getting Reader controls exposure Poor reproduction quality Can be used for coupons Selective reader exposure 10-45

  46. Outdoor Pros and Cons Advantages Disadvantages Location specific Short exposure time Short ads High repetition Poor image Easily noticed Local restrictions 10-46

  47. Direct Mail Pros and Cons Advantages Disadvantages High selectivity High cost per contact Poor image (junk mail) Reader controls exposure Clutter High information content Repeat exposure opportunities 10-47

  48. Internet Pros and Cons Advantages Disadvantages User selects product information Lack of controls User attention and involvement Clutter Interactive relationship Questionable measurement techniques Direct selling potential Limited reach Flexible message platform 10-48

  49. Test Your Knowledge In terms of media vehicles, ______ would be most efficient medium if you wanted local coverage at a low cost. A) television B) interactive media C) direct mail D) magazines E) newspapers 10-49

  50. Evaluation and Follow-Up How well did these strategies achieve the media objectives? How well did the media plan contribute to attaining the overall marketing and communications objectives? Use again, or analyze flaws 10-50

More Related