Copy of IMC- Media Strategy

7/28/2019 Copy of IMC- Media Strategy

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Media Terminology

Media Planning - A series of decisions involvingthe delivery of messages to audiences.

Media Objectives - Goals to be attained by themedia strategy and program.

Media Strategy - Decisions on how the mediaobjectives can be attained.

Media - The various categories of deliverysystems, including broadcast and print media.

Broadcast Media - Either radio or televisionnetwork or local station broadcasts.


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Media Terminology

Print Media - Publications such as newspapersand magazines.

Media Vehicle - The specific message carrier,such as Times of India or Business World. StarPlus, CNBC, Aaj Tak, ESPN

Coverage - The potential audience that mightreceive the message through the vehicle.

Reach - The actual number of individual

audience members reached at least once by thevehicle in a given period of time.

Frequency - The number of times the receiveris exposed to vehicle in a specific time period.


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Problems in Media Planning

Lack of information

Inconsistent terms

Serious time pressure

Measurement problems


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Media Use Decision Print

Media Use Decision Broadcast

Media Use Decision Other Media

Creative Strategy Plan

Developing the Media Plan

Setting Media Objectives

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Marketing Strategy PlanSituation Analysis


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Developing the Media Plan

Analyze the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance


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Where to Promote?Brand and Category Analysis

Percentage of brand to totalU.S. sales in market

Percentage of total U.S.

population in market

BDI = X 100

Brand Developm ent Ind ex

Percentage of brand sales in marketto total sales in Indian market

Percentage of total Indian



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Where to Promote?Brand and Category Analysis

Percentage of productcategory total sales in market

Percentage of total Indian


CDI = X 100

Catego ry Developm ent Ind ex


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Brand and Category Analysis

The market usually represents

good sales potential for both

the product and the brand.

The category isnt selling well

but the brand is; may be a

good market in which to

advertise but should be

monitored for sales decline.

The product category shows

high potential but the brand

isnt doing well; the reason

should be determined. H i g h C D I

L o w C

D I Both the product category and

the brand are doing poorly;

not likely to be a good place

to advertise.

High BDI Low BDI


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Media Planning Criteria Considerations

The media mixTarget market coverage

Geographic coverage

SchedulingReach versus frequency

Creative aspects and mood

Flexibility

Budget considerations


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Target Audience Coverage

Population excluding target marketTarget marketMedia coverageMedia overexposure

CoverageExceeding

Market

PartialMarket

Coverage

FullMarket

Coverage

TargetMarket

Proportion


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Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


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Reach and Frequency

Reach of Two ProgramsReach of One Program

Unduplicated Reach of BothDuplicated Reach of Both

Total market audience reached Total market audience reached

Total reached with both shows Total reach less duplicate


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Effects of reach and frequency

5. Although there are general principles with respectto frequency of exposure and its relationship toadvertising effectiveness, differential effects bybrand are equally important

6. Frequency response principles or generalizationsdo not vary by medium.

7. The data strongly suggest that wearout is not afunction of too much frequency. It is more of acreative or copy problem.

M k i F I


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Marketing Factors Important toDetermining Frequency

Brand history

Brand share

Brand loyaltyPurchase cycles

Usage cycle

Competitive share of voice

C i


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Message or Creative Factors Important toDetermining Frequency

Message complexityMessage uniqueness

New vs. continuing campaigns

Image versus product sell

Message variation

Wearout

M di F I


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Media Factors Important toDetermining Frequency

Clutter

Editorial environment

AttentivenessScheduling

Number of media used

Repeat Exposures


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Determining Relative Cost of Media

Cost of ad space(absolute cost)Circulation

CPM = X 1,000

Cost p er thou sand (CPM)


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Determining Relative Cost of Media

CPRP =Cost of commercial timeProgram rating

Cost p er rat ing po int (CPRP)


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Television Characteristics

Advantages

Mass coverage

High reachImpact of sight, sound,and motionHigh prestige

Low cost per exposureAttention gettingFavorable image

Disadvantages

Low selectivity

Short message lifeHigh absolute costHigh productioncosts

Clutter


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Radio Characteristics

Advantages

Local coverageLow costHigh frequencyFlexibleLow production costs

Well-segmentedaudiences

Disadvantages

Audio onlyClutterLow attentiongettingFleeting message


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Magazines Characteristics

Advantages

Segmentationpotential

Quality reproductionHigh informationcontentLongevity

Multiple readers

Disadvantages

Long lead time for adplacement

Visual onlyLack of flexibility


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Newspapers Characteristics

Advantages

High coverageLow cost

Short lead time forplacing adsAds can placed ininterest sectionsTimely (current ads)Reader controlsexposureCan be used forcoupons

Disadvantages

Short lifeClutter

Low attention-getting capabilitiesPoor reproductionqualitySelective readerexposure


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Outdoor Characteristics

Advantages

Location specificHigh resolution

Easily noticed

Disadvantages

Short exposuretime requires short

adPoor imageLocal restrictions


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Direct Mail Characteristics

Advantages

High selectivityReader controls

exposureHigh informationcontentOpportunities for

repeat exposures

Disadvantages

High cost/contactPoor image (junk mail)

Clutter


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Internet / Interactive Media Characteristics

Advantages

User selects productinformationUser attention andinvolvementInteractive relationship

Direct selling potentialFlexible messageplatform

Disadvantages

Limited creativecapabilitiesWeb snarl (crowdedaccess)Technology limitations

Few valid measurementtechniquesLimited reach

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