1. 10
Media Planning and Strategy
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

2. Media Terminology
Media Planning - A series of decisions involving
the delivery of messages to audiences.
Media Objectives - Goals to be attained by the
media strategy and program.
Media Strategy - Decisions on how the media
objectives can be attained.
Media - The various categories of delivery
systems, including broadcast and print media.
Broadcast Media - Either radio or television
network or local station broadcasts.

3. Media Terminology
Print Media - Publications such as newspapers
and magazines.
Media Vehicle - The specific message carrier,
such as the Washington Post or 60 Minutes.
Coverage - The potential audience that might
receive the message through the the vehicle.
Reach - The actual number of individual
audience members reached at least once by the
vehicle in a given period of time.
Frequency - The number of times the receiver
is exposed to vehicle in a specific time period.

4. Problems in Media Planning
Lack of information
Inconsistent terms
Serious time pressure
Measurement problems

5. Developing the Media Plan
Situation Analysis Marketing Strategy Plan Creative Strategy Plan
Setting Media Objectives
Determining Media Strategy
Selecting Broad Media Classes
Selecting Media Within Class
Media Use Decision Media Use Decision Media Use Decision
— Broadcast — Print — Other Media

6. Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance

7. MRI Report on Cell Phone Users

8. Where to Promote?
Brand and Category Analysis
Brand Development Index
Percentage ofof brand to to
Percentage brand sales
total U.S. sales in market
total US sales in market
BDI = X 100
Percentage of total U.S.
Percentage of total U.S.
population in in market
population market

9. Where to Promote?
Brand and Category Analysis
Category Development Index
Percentage of product
category total sales in market
CDI = X 100
Percentage of total U.S.
population in market

10. Brand and Category Analysis
High BDI Low BDI
High CDI
High market share
High market share Low market share
Low market share
Good market
Good market Good market
Good market
potential
potential potential
potential
Low CDI
High market share
High market share Low market share
Low market share
Monitor for sales
Monitor for sales Poor market
Poor market
decline
decline potential
potential

11. Brand and Category Analysis
High BDI Low BDI
The market usually represents The product category shows
High CDI
The market usually represents The product category shows
good sales potential for both
good sales potential for both high potential but the brand
high potential but the brand
the product and the brand.
the product and the brand. isn’t doing well; the reason
isn’t doing well; the reason
should be determined.
should be determined.
The category isn’t selling well
The category isn’t selling well Both the product category
Both the product category
Low CDI
but the brand is; may be a
but the brand is; may be a and the brand are doing
and the brand are doing
good market in which to
good market in which to poorly; not likely to be a good
poorly; not likely to be a good
advertise but should be
advertise but should be place to advertise.
place to advertise.
monitored for sales decline.
monitored for sales decline.

12. Media Planning Criteria Considerations
The media mix
Target market coverage
Geographic coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations

13. Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Target Full Partial Coverage
Market Market Market Exceeding
Proportion Coverage Coverage Market

14. Three Scheduling Methods
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

15. Reach and Frequency
Reach of One Program Reach of Two Programs
Total market audience reached Total market audience reached
Duplicated Reach of Both Unduplicated Reach of Both
Total reached with both shows Total reach less duplicate

16. Graph of Effective Reach

17. Effects of Reach and Frequency
1. One exposure of an ad to a target group within a
purchase cycle has little or no effect in most
circumstances.
2. Since one exposure is usually ineffective, the central goal
of productive media planning should be to enhance
frequency rather than reach.
3. The evidence suggests strongly that an exposure
frequency of two within a purchase cycle is an effective
level.
4. Beyond three exposures within a brand purchase cycle or
over a period of four or even eight weeks, increasing
frequency continues to build advertising effectiveness at
a decreasing rate but with no evidence of decline.

18. Effects of reach and frequency
5. Although there are general principles with respect
to frequency of exposure and its relationship to
advertising effectiveness, differential effects by
brand are equally important
6. Frequency response principles or generalizations
do not vary by medium.
7. The data strongly suggest that wearout is not a
function of too much frequency. It is more of a
creative or copy problem.

19. Marketing Factors Important to
Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group

20. Message or Creative Factors Important to
Determining Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units

21. Media Factors Important to
Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures

22. Determining Relative Cost of Media
Cost per thousand (CPM)
Cost of ad space
CPM = (absolute cost) X 1,000
Circulation

23. Determining Relative Cost of Media
Cost per rating point (CPRP)
Cost of commercial time
CPRP =
Program rating

24. Television Characteristics
Advantages Disadvantages
Mass coverage Low selectivity
High reach Short message life
Impact of sight, sound, High absolute cost
and motion High production
High prestige costs
Low cost per exposure Clutter
Attention getting
Favorable image

25. Radio Characteristics
Advantages Disadvantages
Local coverage Audio only
Low cost Clutter
High frequency Low attention
Flexible getting
Low production costs Fleeting message
Well-segmented
audiences

26. Magazines Characteristics
Advantages Disadvantages
Segmentation Long lead time for ad
potential placement
Quality reproduction Visual only
High information Lack of flexibility
content
Longevity
Multiple readers

27. Newspapers Characteristics
Advantages Disadvantages
High coverage Short life
Low cost Clutter
Short lead time for Low attention-
placing ads getting capabilities
Ads can placed in Poor reproduction
interest sections quality
Timely (current ads) Selective reader
Reader controls exposure
exposure
Can be used for
coupons

28. Outdoor Characteristics
Advantages Disadvantages
Location specific Short exposure
High resolution time requires short
Easily noticed ad
Poor image
Local restrictions

29. Direct Mail Characteristics
Advantages Disadvantages
High selectivity High cost/contact
Reader controls Poor image (junk mail)
exposure Clutter
High information
content
Opportunities for
repeat exposures

30. Internet / Interactive Media Characteristics
Advantages Disadvantages
User selects product Limited creative
information capabilities
User attention and Web snarl (crowded
involvement access)
Interactive relationship Technology limitations
Direct selling potential Few valid measurement
Flexible message techniques
platform Limited reach