chapter 9 copyright © 2008 by the mcgraw-hill companies, inc. all rights reserved....

chapter9

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Planning Media Strategy: Finding Links to the

MarketHow communications media

help advertisers achieve marketingand advertising objectives

Chapter

9-3

Chapter 9 Objectives

Describe how a media plan helps accomplish objectives

Explain the importance of creativity in media planning

Define reach & frequencyand debate the effective-

frequency controversy

Discuss how reach, frequency, and continuity are related

Name secondary research sources and describe their useCalculate

gross rating points (GRP) and cost per thousand (CPM) Describe the different

advertising schedules and their purposes

9-4Media Planning:Decisions and Issues

Where?Whichmedia?

Whattime ofyear?

Howoften?

How tointegrate?

Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign

Insert photo 9.2, p. 272

Volkswagen/iPod left panel

Position = 2.9” horiz., 3.0” vertical

Size = 2.1” WIDE

Resolution: 300 dpi

MAINTAIN ANIMATION

Insert photo 9.2, p. 272

Volkswagen/iPod right panel

Position = 2.9” horiz., 5.4” vertical

Size = 2.2” TALL

Resolution: 300 dpi

MAINTAIN ANIMATION

9-5Media Planning:Increasing Media Options

Challenges

Greater audience fragmentation

More media options

Rising costs

More competitors

Media complexity

San Diego Union Tribune delivery trucks carry a message

9-6Media Planning:Increasing Media Options

U.S. ad spending by medium

Insert ex. 9-1, p. 272

U.S. ad spending by medium

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

9-7

Situation Analysis

Set media objectives

Role of Media:Media Planning Activities

Marketing Plan

AdvertisingPlan

Determine media strategy

Select media classes

Select media within classes

Media use decisions

Broadcast Print Other media

9-8

Adimpressions

Grossimpressions

Gross ratingpoints

(GRPs)

Defining Media Objectives

Message-Distribution Objectives

AudienceSize

MessageWeight

AudienceAccumulation

& Reach

ExposureFrequency

Continuity

9-9

Defining Media Objectives

Insert ex. 9-9, p. 284

Combined reach of two media

Position = 0.35” horiz., 2.45” vertical

Size = 8.3” WIDE

Resolution: 300 dpi

Combined reach of two media

9-10Optimizing Reach,Frequency, & Continuity

Reach, frequency, and continuity have an inverse relationship

Insert ex. 9-10, p. 285

Reach, frequency, and continuity

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

9-11

Recency planning

Ad response curve

Optimizing Reach,Frequency, & Continuity

EffectiveFrequency

EffectiveReach

Insert ex. 9-11, p. 286

Advertising response curves

Position = 1.75” horiz., 3.25” vertical

Size = 2.8” TALL

Resolution: 300 dpi

MAINTAIN ANIMATION

9-12Developing a Media Strategy:The Media Mix

The 5 Ms

MediaMarkets Money Mechanics Methodology

9-13

BrandDevelopment

CategoryDevelopment

Developing a Media Strategy:The Media Mix

Market’sSales

Potential

PlanScope

DecisionFactors

9-14Developing a Media Strategy:The Media Mix

Insert ex. 9-12, p. 289

BDI and CDI chart

Position = 0.35” horiz., 3.6” vertical

Size = 2.45” TALL

Resolution: 300 dpi

Brand Development Index and Category Development Index

9-15Developing a Media Strategy:The Media Mix

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

9-16Developing Media Strategy: Media Mix

Right Between the Ears ad matches the mood of the radio comedy show

Insert photo 9.10, p. 293

Right Between the Ears ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

9-17Developing a Media Strategy:The Media Mix

MessageSize &

Position

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

9-18

Developing a Media Strategy:The Media Mix

Color and size vs. reach and frequency

Insert ex. 9-14a, p. 293

Effect of size

Position = .35” horiz., 1.5” vert.

Size = 3.5” WIDE

Resolution: 300 dpi

Insert ex. 9-14b, p. 293

Effect of size and color

Position = 0.35” horiz., 4.05” vert.

Size = 7.5” WIDE

Resolution: 300 dpi

9-19Developing a Media Strategy:The Media Mix

BuyerPurchasePatterns

MessageSize &

Position

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

9-20

Media Tactics

Economics ofForeign Media

Synergy of Mixed Media

Scheduling Methods

Cost efficiency (CPM & CPP)

Exposure, attention, & motivation

Audience characteristics

Campaign objectives & strategy

Pulsing

Continuous

Flighting

Criteria for SelectingMedia Vehicles

9-21MediaTacticsThree ways to schedule the same number of GRPs

Insert ex. 9-15, p. 298

Scheduling total GRPs

Position = .35” horiz., 0.4” vertical

Size = 3.2” WIDE

Resolution: 300 dpi

9-22

Media Tactics

Economics ofForeign Media

Synergy of Mixed Media

Scheduling Methods

Cost efficiency (CPM & CPP)

Exposure, attention, & motivation

Audience characteristics

Campaign objectives & strategy

Pulsing

Continuous

Flighting

Scheduling Software

Criteria for SelectingMedia Vehicles

9-23

Media Tactics

SRDS ad for its Media Planning System

Insert SRDS media solutions ad (p. 299)

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi