Chapter 10: Media Planning and Strategy Promotional Strategy.

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Presentation transcript:

Chapter 10: Media Planning and Strategy Promotional Strategy

Media Planning and Strategy Basic Terms Media planning: The series of decisions involved in delivering the message to the target audience.

Media Planning and Strategy Basic Terms Media planning: The series of decisions involved in delivering the message to the target audience. Media plan: The actual document detailing media planning decisions.

Media Planning and Strategy Basic Terms Media planning: The series of decisions involved in delivering the message to the target audience. Media plan: The actual document detailing media planning decisions. Media objectives: Objectives of media plan.

Media Planning and Strategy Basic Terms Media planning: The series of decisions involved in delivering the message to the target audience. Media plan: The actual document detailing media planning decisions. Media objectives: Objectives of media plan. Media strategies: action plans to reach objectives.

Media Planning and Strategy Basic Terms Media planning: The series of decisions involved in delivering the message to the target audience. Media plan: The actual document detailing media planning decisions. Media objectives: Objectives of media plan. Media strategies: action plans to reach objectives. Medium: channel such as print, broadcast.

Media Planning and Strategy Basic Terms Media planning: The series of decisions involved in delivering the message to the target audience. Media plan: The actual document detailing media planning decisions. Media objectives: Objectives of media plan. Media strategies: action plans to reach objectives. Medium: channel such as print, broadcast. Media vehicle: Specific carrier in a media category (television, magazines).

Media Strategy Concerns Media mix. Target market coverage. Geographic coverage.

Media Strategy Concerns Media mix. Target market coverage. Geographic coverage. Scheduling. –Continuity. –Flighting. –Pulsing.

Time Frequency

Continuity Good for packaged consumer goods Time Frequency

Flighting Good for seasonal goods like snow skis Time Frequency

Pulsing Time Frequency Combination of continuity and flighting. Often used with automobiles.

Media Strategy Concerns -2 Creative aspects, mood. Flexibility. Budget, cost-per-thousand.

Cost-per-Thousand CPM = Cost of advertising X 1,000 Audience reached

Cost-per-Thousand CPM = $300,000 X 1,000 = $ ,000,000

Media Strategy Concerns -2 Creative aspects, mood. Flexibility. Budget, cost-per-thousand. Reach and frequency. –Reach: who sees/hears our ad? –How often do they see or hear it.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp

Reach and Frequency

Home A

Reach and Frequency Home A Home B

Reach and Frequency Home A Home B Home C

Reach and Frequency Home A Home B Home C Home D

Reach and Frequency -2 Four television homes = universe.

Reach and Frequency Home A Home B Home C Home D

Reach and Frequency Spot runHome A Home B Home C Home D

Reach and Frequency Spot runHome A Home B Home C Home D 1 st time

Reach and Frequency Spot runHome A Home B Home C Home D 1 st time 2 nd time

Reach and Frequency Spot runHome A Home B Home C Home D 1 st time 2 nd time 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st time 2 nd time 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeX 2 nd time 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX 2 nd time 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd time 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeX 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd time 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th time Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeX Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXX Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp. 2

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp. 20

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp. 203

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp. 2033

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp

Reach and Frequency -2 Four television homes = universe. Three homes or 75% of universe receive message. That’s a rating of 75.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp

Reach and Frequency -2 Four television homes = universe. Three homes or 75% of universe receive message. That’s a rating of 75. In total, the message had 8 exposures.

Reach and Frequency Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd timeXX2 3 rd timeX1 4 th timeXXX3 Total Exp

Reach and Frequency 3 8 exposures divided by number of homes hit = exposures. 8_exposures = 2.67 average exposures 3 homes Reach times frequency equals gross ratings points: 75 rating (3 homes hit in universe of 4) times 2.67 exposures = gross rating points.

Another Gross Rating Point Concept 100 gross rating points would equal 100% of the universe receives the message one time.

Reach and Frequency Universe = 4 Spot runHome A Home B Home C Home D Total Exposures 1 st timeXXXX4 2 nd time 3 rd time 4 th time Total Exp

Another Gross Rating Point Concept 100 gross rating points would equal 100% of the universe receives the message one time. 100 gross rating points would be 50% of the universe receives the message two times.

Reach and Frequency Universe = 4 Spot runHome A Home B Home C Home D Total Exposures 1 st timeXX2 2 nd time 3 rd timeX1 4 th timeX1 Total Exp

Another Gross Rating Point Concept 100 gross rating points would equal 100% of the universe receives the message one time. 100 gross rating points would be 50% of the universe receives the message two times. 100 gross rating points would be 25% of the universe receives the message four times.

Reach and Frequency Universe = 4 Spot runHome A Home B Home C Home D Total Exposures 1 st timeX1 2 nd timeX1 3 rd timeX1 4 th timeX1 Total Exp

Graph of Effective Reach Exposures Percentage Reach % 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach

Graph of Effective Reach Exposures Percentage Reach % 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach

Graph of Effective Reach Exposures Percentage Reach % 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach

Graph of Effective Reach Exposures Percentage Reach % 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach

Graph of Effective Reach Exposures Percentage Reach % 20% 15% 10% 5% 0% Ineffective Reach Effective Reach Ineffective Reach

Television Advertising

Fixed spots

Television Advertising Fixed spots Preemptable spots.

Fixed and Preemptable Spot Local Television

Fixed spot: $300 for 30 seconds.

Fixed and Preemptable Spot Local Television Fixed spot: $300 for 30 seconds. The ad will run.

Fixed and Preemptable Spot Local Television Fixed spot: $300 for 30 seconds. The ad will run. I “bid” $150 for the ad.

Fixed and Preemptable Spot Local Television Fixed spot: $300 for 30 seconds. The ad will run. I “bid” $150 for the ad. The ad will run if no one offers more money.

Sample Rate Card: Top 60 Market, FOX

M-F Daytime 11a-2p (Jenny Jones, Ricki Lake) $50

Sample Rate Card: Top 60 Market, FOX M-F Daytime 11a-2p (Jenny Jones, Ricki Lake) $50 M-F Early Fringe 5-5:30p (ex-prime time comedy reruns) $95; 5:30-6p $190.

Sample Rate Card: Top 60 Market, FOX M-F Daytime 11a-2p (Jenny Jones, Ricki Lake) $50 M-F Early Fringe 5-5:30p (ex-prime time comedy reruns) $95; 5:30-6p $190. M-F Prime Access 6-7p (ex-prime time comedy reruns) $375 Saturday: $95

Sample Rate Card: Top 60 Market, FOX M-F Daytime 11a-2p (Jenny Jones, Ricki Lake) $50 M-F Early Fringe 5-5:30p (ex-prime time comedy reruns) $95; 5:30-6p $190. M-F Prime Access 6-7p (ex-prime time comedy reruns) $375 Saturday: $95 10a-2p Daytime ROS $40.

Sample Rate Card: Top 60 Market, FOX M-F Daytime 11a-2p (Jenny Jones, Ricki Lake) $50 M-F Early Fringe 5-5:30p (ex-prime time comedy reruns) $95; 5:30-6p $190. M-F Prime Access 6-7p (ex-prime time comedy reruns) $375 Saturday: $95 10a-2p Daytime ROS $ p Early Fringe/Prime Access ROS $225

Sample Rate Card: Top 60 Market, FOX M-F Daytime 11a-2p (Jenny Jones, Ricki Lake) $50 M-F Early Fringe 5-5:30p (ex-prime time comedy reruns) $95; 5:30-6p $190. M-F Prime Access 6-7p (ex-prime time comedy reruns) $375 Saturday: $95 10a-2p Daytime ROS $ p Early Fringe/Prime Access ROS $ p Prime Access ROS $300

Sample Rate Card: Top 60 Market, FOX (2) M-F Late Fringe 10:35-11:05 Seinfeld, $160; 11:05-11:35 Mad About You, $45;

Sample Rate Card: Top 60 Market, FOX (2) M-F Late Fringe 10:35-11:05 Seinfeld, $160; 11:05-11:35 Mad About You, $45; 1:05-2:05a, Jerry Springer, $20.

Sample Rate Card: Top 60 Market, FOX (3) Prime Time –7-8p Sunday, The Simpsons/Malcolm in the Middle, $1,200 –8-9p Sunday The X-Files, $1,000. –7-8p Monday, Boston Public, $500. –8-9p Monday, Ally McBeal, $900. –7-8p Tuesday, That ’70s Show/Titus $600. –8-9p Tuesday Dark Angel, $550. –M-Sunday 6-9p Prime ROS $300.

End of Presentation