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Page 1: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:
Page 2: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 3: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 4: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 5: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 6: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 7: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 8: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

9-8

Adimpressions

Grossimpressions

Gross ratingpoints

(GRPs)

Defining Media Objectives

Message-Distribution Objectives

AudienceSize

MessageWeight

AudienceAccumulation

& Reach

ExposureFrequency

Continuity

Page 9: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 10: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 11: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 12: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

9-12Developing a Media Strategy:The Media Mix

The 5 Ms

MediaMarkets Money Mechanics Methodology

Page 13: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

9-13

BrandDevelopment

CategoryDevelopment

Developing a Media Strategy:The Media Mix

Market’sSales

Potential

PlanScope

DecisionFactors

Page 14: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 15: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

9-15Developing a Media Strategy:The Media Mix

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

Page 16: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 17: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

9-17Developing a Media Strategy:The Media Mix

MessageSize &

Position

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

Page 18: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 19: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 20: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 21: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 22: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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

Page 23: chapter 9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Planning Media Strategy:

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


Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

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Copyright © 2014 McGraw-Hill Education S.r.l.Dornbusch, Fischer, Startz, Canullo, Pettenati, Macroeconomia 11e Capitolo 1 Introduzione

chapter 5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Marketing & Consumer

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill The McGraw-Hill Companies, Inc., 2004

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

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chapter 18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Out-of-Home,

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

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chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Economic, Social, and

chapter 7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Research: Gathering

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