Media Planning and Strategy
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Transcript of Media Planning and Strategy
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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
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Media Planning and Strategy
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Developing a Media Plan
Evaluate performanceEvaluate performance
Analyze the marketAnalyze the market
Establish media objectivesEstablish media objectives
Develop/implement media strategyDevelop/implement media strategy
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Using Index Numbers
Percentage of users in a demographic segmentPercentage of population
in the same segment
Index = X 100
Index Number
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Using the Brand Development Index
Percentage of brand to total U.S. sales in market
Percentage of total U.S. population in market
BDI = X 100
Brand Development Index
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Using the Category Development Index
Percentage of total product category sales in market
Percentage of total U.S. population in market
CDI = X 100
Category Development Index
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Using BDI and CDI
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Developing Media Strategies
• Criteria to consider during plan development• The media mix• Target market coverage• Geographic coverage• Scheduling• Reach and frequency• Recency• Creative aspects and mood• Flexibility• Budget
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Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Ratings Points
• Gross ratings points (GRPs)• GRP = Reach X Frequency
• Target ratings points (TRPs)• The number of people in the primary
target audience the media buy will reach• The number of times they will be reached
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Marketing Factors Determining Frequency
Target GroupTarget Group
Brand HistoryBrand History
Share of Voice
Share of Voice
Purchase Cycles
Purchase Cycles
Brand LoyaltyBrand
LoyaltyBrand ShareBrand Share
Usage Cycle
Usage Cycle
Marketing Factors
Marketing Factors
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Message Factors Determining Frequency
Message ComplexityMessage Complexity
Message UniquenessMessage Uniqueness
New vs. Continuing CampaignsNew vs. Continuing Campaigns
Image Versus Product SellImage Versus Product Sell
Message VariationMessage Variation
WearoutWearout
Advertising UnitsAdvertising Units
Messageor Creative
Factors
Messageor Creative
Factors
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Media Factors Determining Frequency
ClutterClutter
Number of Media UsedNumber of Media Used
Repeat ExposureRepeat
Exposure
Editorial Environment
Editorial Environment
SchedulingScheduling
AttentivenessAttentiveness
Media FactorsMedia
Factors
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Determining Relative Cost of Print Media
Cost of ad space(absolute cost)Circulation
CPM = X 1,000
Cost per thousand (CPM)
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Determining Relative Cost of Broadcast Media
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
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Determining Newspaper Advertising Costs
Cost of ad space x 1,000
Circulation
Daily Inch Rate
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