Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

10

Media Planning and Strategy

Developing a Media Plan

Evaluate performanceEvaluate performance

Analyze the marketAnalyze the market

Establish media objectivesEstablish media objectives

Develop/implement media strategyDevelop/implement media strategy

10-2

Using Index Numbers

Percentage of users in a demographic segmentPercentage of population

in the same segment

Index = X 100

Index Number

10-3

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

10-4

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

10-5

Using BDI and CDI

10-6

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

10-7

Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

10-8

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

10-9

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

10-10

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

10-11

Media Factors Determining Frequency

ClutterClutter

Number of Media UsedNumber of Media Used

Repeat ExposureRepeat

Exposure

Editorial Environment

Editorial Environment

SchedulingScheduling

AttentivenessAttentiveness

Media FactorsMedia

Factors

10-12

Determining Relative Cost of Print Media

Cost of ad space(absolute cost)Circulation

CPM = X 1,000

Cost per thousand (CPM)

10-13

Determining Relative Cost of Broadcast Media

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

10-14

Determining Newspaper Advertising Costs

Cost of ad space x 1,000

Circulation

Daily Inch Rate

10-15