Chapter 7 Media Strategy Kleppner’s Advertising Procedure, 18e Lane * King * Reichart

Learning Objectives_1 Understand the basic organization of the media function and the role it plays in the total advertising function. Describe the trends that have set the tone for changes in the media planning function. Discuss the characteristics of a typical media plan. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Learning Objectives_2 Discuss relationships between media planning and target marketing. Understand the tactics used to obtain the desired levels of reach, frequency, and continuity in a media plan. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Organization of the Media Function Media planner Media research Media buyer Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

The New Media Function Convergence Interactivity Creativity Engagement Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Factors That Changed the Role of Media Integrated marketing Cost factors Globalization Complexity of the media function Profitability Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Top Media Specialist Companies Ranked by Worldwide Billings OMD Worldwide Starcom USA MindShare Worldwide Mediaedge:cia MediaVest Zenith Media MediaCom Carat Universal McCann Initiative Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Desired Media Professionals Market analysts Strategic insight planners Communication/media planners Media buyers/optimizers ROI analysts Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 7-8

Building a Media Strategy Qualitative factors of media Fading distinctions among media Media accountability Value-added opportunities Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Major Components of a Media Plan Marketing Analysis Advertising Analysis Media Strategy Media Scheduling Justification and Summary Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

The Marketing Analysis Fundamental marketing strategy Sales Share of market Profitability goals Target market description Product benefits and differentiating characteristics Pricing strategy Competitive environment Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

The Advertising Analysis Fundamental advertising strategy Product awareness goals Target audience advertising weight Budget Allocation to marketing communication mix Allocation by media category Allocation by vehicle Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

The Media Strategy Media vehicles matched with target audience media preferences Creative and communication considerations Need for product demonstration Need for complex message Daypart and/or seasonal requirements Media compatibility with message themes and competitive considerations Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 7.3 Matching Media to Prospect Who would be the prime prospects for this ad for the Macon Symphony? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

The Media Schedule Print insertion dates and production requirements Broadcast locations and availabilities Budget allocation each medium and media vehicle CPM estimates Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

When would be a good time to run this ad? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Justification and Summary Statement of advertising goals in terms of measurable results Research plan to measure achievement of goals Contingencies for media schedule adjustments Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Cost Per Thousand (CPM) Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Communication Considerations Creative predispositions of the audience Qualitative environment for the message The synergistic effect The creative approach Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

CPM Adjustments Probability of exposure to a medium Advertising exposure weights to equalize the probability of an advertisement being seen Communication weights to equalize the probability of an advertising message communicating Frequency of exposure weights in the same medium Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 7.4a PRIZM Social Groups Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Media Tactics Reach: the number of different people exposed to a single medium during the media schedule Frequency: the number of times that each person in the audience is exposed to the media schedule Continuity: the length of time a campaign will run Budget: the monetary constraints placed on reach and frequency Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 7.5 Reach, Frequency, and Continuity Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Criteria for Evaluating the Value of Media Vehicles The cost of the vehicle The number of target market members or the weighted target market quality of the audience reached by the vehicle The effectiveness of the advertising exposures the vehicles deliver Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

The Media Schedule Flighting consists of relatively short bursts of advertising followed by periods of total or relative inactivity Steady scheduling consists of a peak of advertising weight which is then continued Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 7.6 Steady versus Flighting Media Schedules Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Factors to Consider Before Choosing a Flighting Schedule Competitive spending Timing of flights Advertising decay Secondary media Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Exhibit 7.8 Media Flowchart Example Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

For Discussion How has the fragmentation of media audiences affected media planning? What effect has unbundling of media departments had on the media planning process? Why is media planning becoming more creative? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall