MKT 337
PROMOTIONAL
MANAGEMENT
CHAPTER 10
MEDIA PLANNING &
STRATEGY
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 Planning
Media Planning is the series of decisions involved
in delivering the promotional message to the
prospective purchasers and/or users of the
product of brand.
For media planning, need MEDIA OBJECTIVE and
MEDIA STRATEGIES to attain these objectives.
Media Plan: Basic
Terminologies
The Medium is the general category of available
Reach is a measure of the number of different delivery systems, which includes broadcast media (like TV
and radio), print media (like newspapers and magazines),
audience members exposed at least once to a media direct mail, outdoor advertising, and other support media.
vehicle in a given period of time.
The Media Vehicle is the specific carrier
Coverage refers to the potential audience that within a medium category. For example, Time and
might receive the message through a vehicle. Newsweek are print vehicles; 20/20 and 60 Minutes
Coverage relates to potential audience; reach refers are broadcast vehicles.
to 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
Inconsistent Terminologies
Standard of media measurement is not consistent
Print media (cost per thousand) vs broadcast
media (cost per rating)
Time Pressures
Advertisers hurriedness leads to ineffective
planning and analysis of media selection
decision
Insufficient Information
Some info cannot be measured
Some are expensive to measure
Time of measurement is a problem
Difficulty Measuring
Effectiveness
Measuring effectiveness of Ad and promotion
and media selection is critical as no perfect
recipe
Developing a Media Plan
3. Media
2. Strategy
1. Market Establishin Development
Analysis g Media &
Objectives Implementati
on
The media mix
To whom we will analyze? Target market
Index number
coverage
What internal & external factors Geographic coverage
may influence media plan? Scheduling
Brand Development Index (BDI) Reach and frequency
When & where we should focus our efforts? Recency
eographical consideration( sales may be stronger in one area
than other, so allocate ad expenditure according to that)
Creative aspects and
Brand Development Index (BDI)– specific brand mood
Category Development Index (CDI)– total product category
Flexibility
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
Where Should We
Advertise?
Brand Development Index
Percentage of brand to total
U.S. sales in market
BDI = Percentage of total U.S. X 100
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
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.
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 market over a six-month period.
Reach 60 percent of the target audience at least three times over
the same six month period.
Concentrate heaviest advertising in winter and spring, with lighter
emphasis in summer and fall.
The Media Mix
For visual demonstration of a product- TV may
be the most effective medium. If the
promotional strategy calls for coupons to
stimulate trial, it will need the print medium.
For in depth-information, Internet may be the
best medium.
Each medium contributes its own distinct
advantages.
By combining multiple media, marketers can
maximize coverage, reach, and frequency levels
while improving the likelihood of achieving
overall communications and marketing goals.
Target market coverage
The media planners determine which target market
should receive the most media emphasis.
The optimum goal is full market coverage but this is a
very optimistic scenario. More realistically, partial market
coverage and coverage exceeding market are more likely
to occur.
The overexposure (coverage exceeding market) is also
known as waste coverage where media coverage
exceeds the targeted audience. If media coverage
reaches people who are not targeted, then it is wasted.
The goal of the media planner is to extend media
coverage to as many members of the target audience as
possible while minimizing the amount of waste coverage.
Marketing coverage possibilities
Geographic coverage
Geographically media coverage and promotion should be
done according to the areas where product/service is more
popular.
Scheduling
The primary objective of scheduling is to time
promotional efforts so that they will match with the highest
potential buying times.
For some products, these times are not easy to identify, for
others they are very obvious.
Three Scheduling methods
1. Continuity schedules keep the brand exposed to consumers
throughout the year. So there is a continuous pattern of advertising, which
may mean everyday, every week or every month.
For example, advertising for goods consumed on a daily basis like food
products,
2. Flighting schedules employ a less regular schedule. It involves
spending money at just certain times of the year and with no advertising at
other times.
For seasonal products, such as winter body lotion, snow removal
equipment etc.
3. Pulsing schedules is actually a combination of the first two methods. It
involves continuous advertising during the entire year with bursts of higher
intensity at specific times. For example, advertising of fruit juices, Tang
during Ramadan when some products are more consumed compared to the
rest of the year.
Three methods of promotional scheduling
Reach and frequency
Reach
Advertisers must decide whether to have the message be seen
or heard by more people
How much reach is necessary?
Achieving awareness requires reach that is exposing potential
buyers to the message. New brands or products require very
high level of reach, since the objective is to make all potential
buyers aware of the new entry. High reach is also desired at
later stage of hierarchy. For example, at the trial stage of
adoption hierarchy, a promotional strategy must use coupons
or free samples.
The objective is to reach large number of people with these
samples, make them learn about the product, try and develop
favorable attitudes toward it, ultimately leading to purchase.
Reach and frequency
What frequency level is needed?
Frequency is the number of times one is
exposed to the media vehicle in a specified time
period, not necessarily to the ad itself.
Marketers have always known that everyone who
is watching the program is not going to stay in
the room to watch the commercials. Some will
even skip ads.
The objective is to make people stay in the room
and watch ads so marketers continuously seek to
find ways to do so.
Reach and frequency
Gross Ratings Points (GRP): a summary measure
that combines the program rating and the average
number of times the people are reached during this
period (frequency of exposure) is a commonly used
reference point known as GRP. GRPs are based on
the total audience the media schedule may reach
using a duplicated reach estimate.
GRP = Reach x Frequency
Target Rating Points (TRP): it refers to the
number of people in the primary target audience
the media buy will reach and the number of times.
Unlike GRP, TRP does not include waste coverage.
Recency
The idea that one exposure to an
ad had a greater impact than
additional exposures did- if it
was shown in the week
preceding a purchase.
Creative aspects and mood
Creative aspects: It is possible to increase the success of
a product significantly through a strong creative campaign.
And an effective medium must be employed to implement
that campaign.
Mood: certain media enhances the creativity of the
message because they create a mood that carries over to
the communication. For example, Travel & Leisure
magazines.
Flexibility
An effective media strategy requires a degree of flexibility. Because of the
rapidly changing marketing environment, strategies need to be modified. Flexibility
my be needed to address the followings:
1. Market opportunities: the development of a new advertising medium may offer an
opportunity that was not previously available.
2. Market threats: if a competitor changes its media strategy to gain an edge, other
companies must respond to this challenge.
3. Availability of media: companies should always have an alternative media planned
in case of unavailability of media time and space, inability to reach some geographic
areas that certain media do not reach.
4. Changes in media or media vehicles: cable TV and the Internet have led many
consumer companies to adopt this medium while a number of new technologies like
smart phones, tablets have provided additional options.
Budget considerations
Determining Relative Cost of Print Media
Cost per thousand (CPM): for years, the magazine industry had provided cost
breakdowns on the basis of cost per thousand people reached.
CPM = Cost of ad space (absolute cost) x 1,000 / Circulation
Per page cost = $287,440
Circulation = 3,250,000
CPM = $88.44
Budget considerations
Determining Relative Cost of Broadcast
Media
Cost per ratings point (CPRP): the broadcast media
provide a different comparative cost figure, based on the
following formula:
CRPP = Cost of commercial time / Program rating
Cost per spot ad = $10,000 (CSI); $7,500
(Survivor)
Rating = 18; 17
CPRP = $555; $441.
Determining Newspaper Advertising
Costs
Daily Inch Rate
Cost of ad space x 1,000
Circulation
Evaluation and follow-up
It is important to measuring the effectiveness
of strategies being implemented and
marketers must consider two factors:
1. How well did these strategies achieve the
media objectives?
2. How well did this media plan contribute to
attaining the overall marketing and
communication objectives?
If the strategies were successful they should be
used in future plans. If not, their flaws should
be analyzed.
THANK YOU
