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Chapter 9 Planning Media Strategy: Disseminating the Message
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Transcript of Chapter 9 Planning Media Strategy: Disseminating the Message
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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 9
Planning Media Strategy:
Disseminating the
Message
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9-2
Chapter Overview
How communications mediahelp advertisers achieve
marketingand advertising objectives
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Chapter Objectives
Describe how a media plan helps accomplish
objectives
Explain the importance of creativity in media
planning
Name secondary research sources and
describe their use
Define reach & frequencyand debate the effective-
frequency controversy
Calculate gross rating points and
cost per thousand
Discuss how reach, frequency, and continuity
are related
Describe the different advertising schedules and their purposes
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Definition of Media Planningo 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.
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9-5
Media Planning: Decisions &
Issues
Where?
Whichmedia?
Whattime ofyear?
Howoften?
How tointegrate?
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Increasing Media Options
Challenges
More competitors
Rising costs
Media complexity
Greater audience fragmentation
More media options
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Increasing Media Options
HBO’s promotions tapped into non-traditional forms of media
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Off-the-Wall Media
Aerial banners & lights
In-flight ads
Newspaper bags
Transit terminal domination
Trash receptacles
Kiosks
Grocery receipts
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Increasing Media Options
U.S. Ad Spending by Medium
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Media Planning Activities
Marketing Plan
Set media objectives
AdvertisingPlan
Determine media strategy
Select media classes
Select media within classes
Media use decisions
Broadcast Print Other media
Situation Analysis
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Defining Media Objectives
Target Audience
Target Market
Income, education, occupation, and
social groups
Distribution channel
Opinion leaders
Financialcommunity
The media
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9-12
Adimpressions
Grossimpressions
Gross ratingpoints
Defining Media Objectives
Message-Distribution Objectives
Audiencesize
Audienceaccumulation
& reach
Exposurefrequency ContinuityMessage
weight
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Definition of Media Conceptso Message Weight: total size of the
audience for a set of ads or entire campaign
o Advertising Impression: possible exposure of the advertising message to one audience member
o Gross Impression: audience size by the number of times the ad message is used
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Definitions of Media
Conceptso 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
o 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
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Definition of Media Conceptso 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
o We can combine different reach numbers and then get total audience accumulation
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Definition of Media Conceptso Exposure Frequency: the number of times
the same person or household is exposed to the ad
o Average Frequency: total exposures divided by audience reach
o Reach and Frequency do not measure “effective” reach and frequency but only people who might have been exposed to the ad
o Continuity: the amount of time the message is presented
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Optimizing Reach, Frequency,
Continuity
Reach, frequency,
and continuity have an inverse
relationship
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Defining Media Objectives
Combined Reach of Two Media
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Optimizing Reach, Frequency,
Continuity
Recency planning
Ad response curve
EffectiveFrequency
EffectiveReach
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The Media Mix (5 Ms)
Media
Markets
Money
Mechanics
Methodology
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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
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Developing a Media Strategy
BrandDevelopment
CategoryDevelopment
Market’sSales
Potential
PlanScope
DecisionFactors
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Developing a Media Strategy
Brand Development Index and Category Development Index
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Developing a Media Strategy
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
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Developing a Media Strategy
Oregon Chai positions its
beverage as a “break from
the everyday”
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Developing a Media Strategy
MessageSize &
Position
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
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Developing a Media Strategy
Color and Size vs. Reach and Frequency
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Developing a Media Strategy
BuyerPurchasePatterns
MessageSize &
Position
Media &Mood ofMessage
MediaAvailability &Economics
Competition& Budget
Market’sSales
Potential
PlanScope
DecisionFactors
BrandDevelopment
CategoryDevelopment
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Media Tactics
Economics ofForeign Media
Synergy of Mixed Media
Scheduling Methods Cost efficiency (CPM & CPP)
Exposure, attention, motivation
Audience characteristics
Campaign objectives, strategy
Criteria for SelectingMedia Vehicles
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Scheduling Methods
Additional methods:
BurstingRoadblocking
Blinking
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Media Planning Software
Performs tedious number crunching
Saves time and money
Improves decision making
Scheduling Software
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Media Planning Software
Ad for the SRDS Media
Planning System