chapter thirteen
DESCRIPTION
Media Planning. Key Points: How do you explain the basic concepts used in comparing media? What are the key media planning objectives and strategies? How do you make decisions on combining media in a media mix?. Chapter. Chapter Thirteen. 13. Media Planning Overview. - PowerPoint PPT PresentationTRANSCRIPT
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
1313 Media Planning
Key Points: How do you explain the basic concepts used in
comparing media? What are the key media planning objectives and
strategies? How do you make decisions on combining media in a
media mix?
Chapter Thirteen
ChapterChapter
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning Overview
Media planning is about determining the best Media Mix (i.e., the best combination of one-way and two-way media) to reach a particular target for a particular brand situation.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning and Buying Functions
Media planners perform four basic functions: Conduct media research Determine media objectives and strategies Determine the media mix Do the actual media buy
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Plan QuestionsThat Must Be Answered
Figure 13-1, p.460
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Lee Dungarees Media Plan/Mix
Figure 13-2, p.460
Go to www.buddylee.com
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Mix
Determining a media mix involves two basic decisions: Which media to use? How much of each?
Media mix decisions factors include: Media cost/value Lead time Geographic concentration Relationship building Number of targets Number and variety of objectives Synergy Brand differentiation Message type and complexity
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Relative Impact by Media Type
Figure 13-7, p.484
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning
Reach(% of target audience with opportunity for exposure to media vehicle(s)
or media plan in a given time frame)
+
Frequency(average number of times target is likely to be exposed to the ad in a
given time frame)
100%
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
The Difference between Reach and Frequency
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Measuring Reach
In the case of radio and television, a program’s rating is basically the same as its reach.Example: A broadcast rating of 5 means that 5 percent of the households in a station’s coverage area were exposed to that particular program.
The reach of outdoor advertising is determined by the percentage of cars in a metropolis area that drive by billboards carrying a particular brand message within a 24 hour period. It’s called a showing.
Reach can also be determined by the number of message impressions.
Most marketers are not interested in reaching everyone.It is best to do media planning based on targeted reach.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Effective Frequency
How much is enough?
Effective frequency, the number of times a message needs to be seen to make an impression or achieve a specific level of awareness, is somewhere between 3 and 10.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Effective Frequency
The level of frequency will vary with every brand because there are so many variables:
The offer – its value and complexity. The attention value of the medium itself. The attention-getting power of the message itself. The target audience’s level of need or desire to learn
about a brand. The MC objectives. Personal influences. The amount of competitive brand messages.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Reach, Frequency, and Continuity Relationships with a Fixed Budget
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Mix Frequency Example: Small Business Owners
Figure 13-4, p.470
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Relationship BetweenMedia Exposure and Reach
Figure 13-5, p.471
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning (continued)
Reach+
Frequency
+Continuity
(how long the campaign runs—continuous vs. flighting vs. pulsation)
100%
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Scheduling
Three commonly used scheduling strategies are called: Continuous scheduling Flighting Pulsing
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Examples ofMedia Scheduling Strategies
Figure 13-8, p.488
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning (continued)
Reach+
Frequency
+Continuity
+Impact/Dominance
(the attention-getting ability of the media vehicle(s) selected to run the ad)
100%
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Comparison of Two Response Curves
Figure 13-6, p.474
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
#5 – Media Costs
To determine the best values among all the many vehicle alternatives, media planners use several tools:
Cost per thousand (CPM) Cost per point (CPP) Cost per response (CPR)
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Weight: Gross Rating Points
Media weight is an indication of the relative impact of the media mix.
Media weights can be figured in terms of: Media dollars GRP = Reach times Frequency
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
GRP Example: January 200X
Frazier (4 episodes) 18 x 10 180
NBA (8 games) 3 x 40 120
Superbowl 52 x 2 104
Total GRP’s 404
Avg.Reach
(Rating Points)Avg.
FrequencyTotal
Rating Points
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Lee Jeans Media Plan Flow-chart
Figure 13-9,
p.489
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Acme Media Plan Flowchart
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Cost Per Rating Point Assumptions
National Big/Key MarketsDaytime TV $3,750 $500 (each mkt)
Fringe andSports TV 6,000 875 (each mkt) Primetime TV 10,000 1,375 (each mkt) Cable TV 3,750 500 (each mkt) Radio (60-seconds) 1,500 375 (each mkt) Notes:TV rates are for 30-second spots. Assume 60-second spots are 167% of a 30-second spot.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Miscellaneous Media Web Sites
www.spotrunner.com