Chapter 10
Promotional
Management
Prepared by- Omar Nasif Abdullah [Onf]
MEDIA PLANNING
& STRATEGY
Chapter 10
Topics of the Lecture
1. Media Plan: An Overview
2. Problems in Media Planning
3. Developing a Media Plan
Market Analysis
Establishing Media Objectives
Media Strategy Development &
Implementation
Media Plan: An Overview
Media planning is the series of decisions involved in delivering the
promotional message to the prospective purchasers and/or users of the product or
brand. Media planning is a process, which means a number of decisions are made, each
of which may be altered or abandoned as the plan develops.
Media Objectives Media Strategy
Media Plan: Basic Terminologies
The Medium is the general category of available delivery The Media Vehicle is the specific carrier within
systems, which includes broadcast media (like TV and radio), a medium category. For example, Time and Newsweek
print media (like newspapers and magazines), direct mail, are print vehicles; 20/20 and 60 Minutes are broadcast
outdoor advertising, and other support media. vehicles.
Reach is a measure of the number of different Coverage refers to the potential audience that
might receive the message through a vehicle.
audience members exposed at least once to a media Coverage relates to potential audience; reach refers to
vehicle in a given period of time. the actual audience delivered.
Frequency refers to the number of times the
receiver is exposed to the media vehicle in a specified
period.
Problems in Media Planning
Insufficient Inconsistent Difficulty
Information Terminologies Time Measuring
Pressures Effectivenes
s
Sweeps Period CPM CPRP
Developing a Media Plan
ESTABLISHING MEDIA STRATEGY
MARKET DEVELOPMENT &
MEDIA
ANALYSIS OBJECTIVES IMPLEMENTATION
Index Number Media Mix
Brand Development Coverage
Index (BDI)
Category Scheduling
Development Index
(CDI)
MARKET ANALYSIS
To Whom Shall We
Advertise?
Index Number
Percentage of users
in a demographic segment
Index = X 100
Percentage of population
in the same segment
MARKET ANALYSIS
High Indexes
Could be
Misleading
MARKET ANALYSIS
Where Shall We Advertise?
Brand Development Index
Percentage of brand to total
U.S. sales in market
BDI = X 100
Percentage of total U.S.
population in market
The higher the index number, the more market
potential exists. In this case, the index number
indicates this market has high potential for brand
development
MARKET ANALYSIS
Where Shall We Advertise?
Category Development Index
Percentage of total product
category sales in market
CDI = X 100
Percentage of total U.S.
population in market
The CDI provides information on the potential for
development of the total product category rather than
specific brands.
MARKET ANALYSIS
Impact
of BDI
& CDI
ESTABLISHING MEDIA OBJECTIVES
An example of media objectives is this
Create awareness in the target market through the following:
Use broadcast media to provide
coverage of 80 percent of the target
1 market over a six-month period.
2 Reach 60 percent of the target
Concentrate heaviest advertising
audience at least three times over
in winter and spring, with lighter
the same six month period.
emphasis in summer and fall.
3
MEDIA STRATEGY DEVELOPMENT &
IMPLEMENTATION
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
Target market coverage
Partial Media Cov-
erage Media Overexposure
Full Media Coverage
Population Excluding Target Target Market
Market
Media Coverage Media Overexposure
Scheduling Methods
Continuity
Flighting
Pulsing
Scheduling Method Sample
Marketing Factors Determining Frequency
Marketin
g Factors
Brand Brand Usage
Loyalty Share Cycle
Brand Share of Purchase Target
History Voice Cycles Group
Thank You
