Chapter 10 Media Planning and Strategy © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill

Some Basic Term and Concept Media Planning: A Series of decisions involved in delivering the promotional message to the prospective purchasers of the product or brand Media strategies: Plans and action designed to attain these objectives Medium: The general category of delivery systems which include media TV& Radio Reach: is a measures of the number of different audience member exposed at least once to media vehicle in given period of time. Coverage : Refer to the potential audiences that might receive the message through vehicle.

Problems in Media Planning Insufficient information: No data about the new audiences or existing program Inconsistent terminologies Methods to measure the cost such as CPM cost per thousand used by print media Or CPRP cost per rating point used by broadcast media Time pressures: Advertisers always in hurry because they need to be or the think they need to be. Difficulty measuring effectiveness: that’s why the managers of media decisions always is not quantitative. © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 10-1

Developing the Media Plan Market analysis Establishment of media objectives Media strategy development and implementation Evaluation and follow-up © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 10-2 Figure 10-3

Market Analysis And target Market identification: To whom shall we advertise? Index Number : is considered a good indicator of the potential market = percentage of users in demographic segment Х 100 Percentage of population in the same segment Helping marketers to determine which group are now using the product and target them or that using the product less and develop that segments. What internal and external factors influences

Where to promote? Brand developing index (BDI) Helps marketers factor the rate of product usage by geographic area. = percentage of brand to total sales in market Х 100 Percentage of total population in the market The category of development index (CDI) CDI = percentage of product category total sales in market Х 100 Percentage of total population in the market Helping marketers to determine product category than specific brands

Establishing Media Objectives Create Awareness in the target market As follows: Using TV to cover 80% of target market Reach 60% of the target audiences at least three over six months Concentrate advertising in winter and spring

Developing and Implementing Media strategies Criteria Considered in the Development of Media Plans: The media mix Target market coverage Geographic coverage Scheduling ( Continuity, Flighting, & Pulsing) Reach versus frequency Creative aspects and mood Flexibility Budget considerations

Marketing Coverage Possibilities © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 10-4 Figure 10-13

Three Methods of Promotional Scheduling © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 10-5 Figure 10-15

An effective media strategy requires a degree of flexibility to address the following: Market opportunities Market threats Availability of media Changes in media or media vehicles © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 10-7