Media Planning and Strategy

Media Planning and
Strategy
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 and others.
 Broadcast Media - Either radio or television network or local station

broadcasts.
Media Terminology
 Print Media - Publications such as newspapers and magazines.
 Media Vehicle - The specific message carrier
 Coverage - The potential audience that might receive the message through 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.
Media Plan
Determines the best way get the advertiser message to the
market
The goal of the media plan is to find a combination of media
that will enable the marketer to communicate the message in the most
effective manner possible at minimum cost.
Problems in Media Planning

 Lack of information
 Inconsistent terms
 Serious time pressure
 Measurement problems
Activities Involved in 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
Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance
Market analysis and target market identification
 To Whom Should We Advertise?
 What Internal and External Factors May Be Operating?

• Internal
 Media Budget
 Managerial & Administrative capabilities
 Organizational Structure
• External
 Economy
 Changing Technology
 Competitive Factors
 Where to Promote?
Establishing Media Objectives
• Media objectives relate to the goals to be attained by the media
program, and as such should be limited to those that can be
accomplished through media strategies.
• Such objectives are often expressed in terms of coverage, reach,

frequency, scheduling, etc.
• An example of media objectives;

Create awareness in the target market through the following:
 Use broadcast media to provide coverage of 80% of the target market over a
six month period
 Reach 60% of the target audience at least three times over the same six month
period
 Concentrate heaviest advertising in winter and spring, with lighter emphasis
in summer and fall
Developing & Implementing Media
Strategies
 The media mix

 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations
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
Scheduling
 Continuity refers to a continuous pattern of advertising—that is every
day, week, or month (food products, laundry detergents, etc.)
 Flighting is a scheduling method in which there are intermittent

periods of advertising and no advertising (snow skis, etc.)
 Pulsing is actually a combination of the two previous methods, in

which a continuous schedule is used, though the amount of monies
spent will vary throughout the time period (automobiles).
Scheduling Methods
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Reach and Frequency
Factors to be considered regarding Reach and Frequency:
 The determination of what levels of reach and frequency are needed
 The establishment of reach and frequency objectives
 Using gross ratings points (GRP's)
 The determination of effective reach (the percent of the audience

reached at each effective frequency increment)
GRP
• The Media buyer typically uses a numerical indicator to know how
many potential audience members may be exposed to a series of
commercials.
• A summary measure that combines the program rating and the

average no. of times the home is reached during this period
(frequency of exposure) is a commonly used reference point known
as Gross Rating Points.
GRP = Reach X Frequency

Effects of Reach and Frequency
 One exposure of an ad to a target group within a purchase cycle has little

or no effect in most circumstances.
 Since one exposure is usually ineffective, the central goal of productive

media planning should be to enhance frequency rather than reach.
 The evidence suggests strongly that an exposure frequency of two

within a purchase cycle is an effective level.
 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.
Effects of reach and frequency
 Although there are general principles with respect to frequency of exposure
and its relationship to advertising effectiveness, differential effects by
brand are equally important
 Frequency response principles or generalizations do not vary by medium.
 The data strongly suggest that wear out is not a function of too much
frequency. It is more of a creative or copy problem.
Marketing Factors Important to Determining Frequency
 Brand history
 Brand share
 Brand loyalty
 Purchase cycles
 Usage cycle
 Competitive share of voice
 Target group
Message or Creative Factors Important to
Determining Frequency
 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation
Media Factors Important to Determining Frequency
 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures
Creative Aspects and Mood
 Creative aspects of the ad may require the use of specific media.
 For example, television may be required to implement certain types of

creative campaigns.
 Likewise, the mood that a medium creates may carry over to the ad
itself. For example, certain magazines may create various moods as
they are being read
Flexibility
Flexibility—
the media strategy must be flexible enough to respond to marketing
threats and opportunities, as well as to adjust for changes regarding
availability and/or in the media themselves.
Flexibility may need to address the following:
 market opportunities
 market threats
 availability of media
 changes in media or media vehicles
Budget Considerations
Budget Considerations—it is obvious that costs must be considered in
the determination as to which media will be employed.
Two types of costs must be addressed:
• absolute cost—which is the actual cost to place the ad in the medium.
• relative cost—or the relationship between the price paid for

advertising time or space and the size of the audience delivered.
Determining Relative Cost of Media
Cost per thousand (CPM)
Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
Determining Relative Cost of Media
Cost per rating point (CPRP)
Cost of commercial time

CPRP =
Program rating
Evaluation and Follow Up
Essentially, two questions need to be answered:
How well did these strategies perform the media objectives established ?
How well did this media plan contribute to the attainment of the overall
marketing and communications objectives?
Television Characteristics
Advantages Disadvantages
 Mass coverage  Low selectivity

 High reach  Short message life
 Impact of sight, sound,  High absolute cost
and motion  High production costs
 High prestige  Clutter
 Low cost per exposure
 Attention getting
 Favorable image
Radio Characteristics
 Local coverage  Audio only

 Low cost  Clutter
 High frequency  Low attention getting
 Flexible  Fleeting message
 Low production costs
 Well-segmented
audiences
Magazines Characteristics
 Segmentation  Long lead time for ad

potential placement
 Quality reproduction  Visual only
 High information  Lack of flexibility
content
 Longevity
 Multiple readers
Newspapers Characteristics
 High coverage  Short life

 Low cost  Clutter
 Short lead time for  Low attention-getting
placing ads capabilities
 Ads can placed in  Poor reproduction
interest sections quality
 Timely (current ads)  Selective reader
 Reader controls exposure
exposure
 Can be used for
coupons
Outdoor Characteristics
 Location specific  Short exposure time

 High resolution requires short ad
 Easily noticed  Poor image
 Local restrictions
Internet / Interactive Media Characteristics
 User selects product  Limited creative

information capabilities
 User attention and  Web snarl (crowded
involvement access)
 Interactive relationship  Technology limitations
 Direct selling potential  Few valid
 Flexible message measurement
platform techniques
 Limited reach

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Media Planning and

 Media Objectives - Goals to be attained by the media strategy and

 Media Strategy - Decisions on how the media objectives can be attained.

 Media - The various categories of delivery systems, including broadcast

 Broadcast Media - Either radio or television network or local station

 Media Vehicle - The specific message carrier

 Reach - The actual number of individual audience members reached at least

 Frequency - The number of times the receiver is exposed to vehicle in a

Problems in Media Planning

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

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

 To Whom Should We Advertise?

 What Internal and External Factors May Be Operating?

• Such objectives are often expressed in terms of coverage, reach,

• An example of media objectives;

 The media mix

Target Full Partial Coverage

 Flighting is a scheduling method in which there are intermittent

 Pulsing is actually a combination of the two previous methods, in

 The determination of what levels of reach and frequency are needed

 The establishment of reach and frequency objectives

 Using gross ratings points (GRP's)

 The determination of effective reach (the percent of the audience

• A summary measure that combines the program rating and the

GRP = Reach X Frequency

 One exposure of an ad to a target group within a purchase cycle has little

 Since one exposure is usually ineffective, the central goal of productive

 The evidence suggests strongly that an exposure frequency of two

 Beyond three exposures within a brand purchase cycle or over a period

 Frequency response principles or generalizations do not vary by medium.

 For example, television may be required to implement certain types of

Flexibility may need to address the following:

Two types of costs must be addressed:

• absolute cost—which is the actual cost to place the ad in the medium.

• relative cost—or the relationship between the price paid for

Cost per thousand (CPM)

Cost per rating point (CPRP)

Cost of commercial time

Essentially, two questions need to be answered:

 Mass coverage  Low selectivity

 Local coverage  Audio only

 Segmentation  Long lead time for ad

 High coverage  Short life

 Location specific  Short exposure time

 User selects product  Limited creative

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