APCh10
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Transcript of APCh10
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Media Planningand Strategy
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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A series of decisions involving the delivery ofmessages to audiences
Goals to be attained by the media strategyand program
Decisions on how the media objectives canbe attained
The various categories of delivery systems,including broadcast and print media
Either radio or television network or localstation broadcasts
A series of decisions involving the delivery ofmessages to audiences
Goals to be attained by the media strategyand program
Decisions on how the media objectives canbe attained
The various categories of delivery systems,including broadcast and print media
Media Terminology
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaPlanning
MediaObjectives
MediaStrategy
Media
BroadcastMedia
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Publications such as newspapers,magazines, direct mail, outdoor, etc.
The specific carrier within a mediumcategory
Number of different audience membersexposed at least once in a given time period
The potential audience that might receivethe message through the vehicle
The number of times the receiver is exposedto the media vehicle in a specific time period
The potential audience that might receivethe message through the vehicle
Number of different audience membersexposed at least once in a given time period
The specific carrier within a mediumcategory
Publications such as newspapers,magazines, direct mail, outdoor, etc.
Media Terminology
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PrintMedia
MediaVehicle
Reach
Coverage
Frequency
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Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Media Use Decision Print
Media Use Decision Broadcast
Media Use Decision Other Media
Selecting Media Within Class
Determining Media Strategy
Selecting Broad Media Classes
Developing the Media Plan
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Setting Media Objectives
Setting Media Objectives
MarketingStrategy Plan
CreativeStrategy Plan
MarketingStrategy Plan
SituationAnalysis
CreativeStrategy Plan
SituationAnalysis
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MeasurementProblems
Lack ofInformation
InconsistentTerms
TimePressure
InconsistentTerms
Lack ofInformation
MeasurementProblems
Media Planning Difficulties
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Problemsin MediaPlanning
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Brand and Category Analysis
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Percentage of brand to totalU.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
Brand Development Index
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Brand and Category Analysis
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Percentage of total productcategory sales in market
Percentage of total U.S.
population in market
CDI = X 100
Category Development Index
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High market share
Good market
potential
High market share
Good market
potential
Brand and Category Analysis
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Low
CDI
Hig
hCDI
High BDI
Low market share
Good market potential
Low market share
Good market potential
Low BDI
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
Low market share
Poor market potential
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The market usuallyrepresents good salespotential for both theproduct and the brand.
The market usuallyrepresents good salespotential for both theproduct and the brand.
Brand and Category Analysis
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LowCDI
HighCDI
High BDI
The product categoryshows high potential butthe brand isnt doing well;the reason should bedetermined.
The product categoryshows high potential butthe brand isnt doing well;the reason should bedetermined.
Low BDI
The category isnt sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
The category isnt sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
Both the product categoryand the brand are doing
poorly; not likely to be agood place to advertise.
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TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Market
Target Audience Coverage
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Population excluding target marketTarget market
Media coverage
Media overexposure
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Three Scheduling Methods
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Graph of Effective Reach
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Figure 10-22
+
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TargetGroup
BrandHistory
Share ofVoice
PurchaseCycles
BrandLoyalty
BrandShare
UsageCycle
PurchaseCycles
Share ofVoice
BrandHistory
UsageCycle
BrandShare
BrandLoyalty
Marketing Factors Determining Frequency
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MarketingFactors
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Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
Wearout
Message Variation
Image Versus Product Sell
New Vs. Continuing Campaigns
Message Uniqueness
Message Complexity
Message Factors Determining Frequency
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Messageor Creative
Factors
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Clutter
Number ofMedia Used
RepeatExposures
Editorial
Environment
Scheduling
AttentivenessAttentiveness
Number ofMedia Used
Editorial
Environment
RepeatExposures
Clutter
Media Factors Determining Frequency
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaFactors
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Determining Relative Cost of Media-Print
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Cost of ad space(absolute cost)
Circulation
CPM = X 1,000
Cost per thousand (CPM)
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Determining Relative Cost of Media-Broadcast
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
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Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Soundand Motion
High Prestige
Low Cost Per Exposure
Attention Getting
Favorable Image
High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
Low Cost Per Exposure
High Prestige
Impact of Sight, Soundand Motion
High Reach
Mass Coverage
Television Pros and Cons
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages
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Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages
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Visual Only
Long Lead Time forAd Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time forAd Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages
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Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time forPlacing Ads
Ads Can Be Placed inInterest Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed inInterest Sections
Short Lead Time forPlacing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages
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Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages
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Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat ExposureOpportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat ExposureOpportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages
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Websnarl (CrowdedAccess)
Few Valid MeasurementTechniques
Limited CreativeCapabilities
Technology Limitations
Limited Reach
User Selects ProductInformation
User Attention andInvolvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid MeasurementTechniques
Technology Limitations
Websnarl (CrowdedAccess)
Limited CreativeCapabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention andInvolvement
User Selects ProductInformation
Internet Pros and Cons
Advantages Disadvantages