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Chapter 9 Planning Media Strategy: Finding Links to the Market Shows how communications media help advertisers achieve marketing and advertising objectives

Objectives Describe how a media plan helps accomplish advertising objectives Explain the importance of creativity in media planning Define reach and frequency and the controversy surrounding effective frequency Discuss how reach, frequency, and continuity are related Name secondary research sources and describe their use Calculate gross rating points and CPM Describe how share-of- market/share-of-voice budgeting can be used Describe the different advertising schedules and their purposes

Media Planning: Integrating Science with Creativity in Advertising The challenge Increasing media options Increasing audience fragmentatio n Increasing costs Increasing complexity in media Increasing competition

Role of Media in the Marketing Framework Situation analysis Marketing plan Situation analysis Setting media objectives Determining media strategy Selecting media classes Selecting media within classes Media use decisions: broadcast Media use decisions: print Media use decisions: other media

Defining Media Objectives Audience objectives Media vehicles Message distribution objectives Circulation Readers per copy (RPC) Message weight Advertising impression Opportunity to see (OTS) Gross impressions Rating Television households (TVHH) Gross rating points (GRPs) Audience size and message weight

Defining Media Objectives Audience accumulation and reach Exposure frequency Continuity Message distribution objectives Audience size and message weight

Optimizing Reach, Frequency, and Continuity: The Art of Media Planning Effective reach Effective reach Effective frequency Effective frequency Advertising response curve Advertising response curve Recency planning

Developing a Media Strategy: The Media Mix Markets Money Media Mechanics Methodology Five Ms

Factors that Influence Media Strategy Decisions Scope of the media plan Domestic markets Local plan Regional plan National plan International markets

Factors that Influence Media Strategy Decisions Brand Development Index BDI Percent of the brand’s total U.S. Sales in the area Percent of total U.S. population in the area Percent of the product category’s total U.S. Sales in the area Percent of total U.S. population in the area Category Development Index CDI Scope of the media plan Sales potential of different markets

Factors that Influence Media Strategy Decisions Scope of the media plan Sales potential of different markets Competitive strategies and budget considerations Media availability and economics: The global marketer’s headache Nature of the medium and the mood of the message

Factors that Influence Media Strategy Decisions Message size, length, and position considerations Buyer purchase patterns

Media Tactics: Selecting and Scheduling Media Vehicles Criteria for selecting individual media vehicles Overall campaign objectives and strategy Characteristics of media audiences Exposure, attention, motivation value of media vehicles Cost efficiency of media vehicles CPM CPP

Media Tactics: Selecting and Scheduling Media Vehicles Criteria for selecting individual media vehicles Economics of foreign media Synergy of mixed media Mixed media approach

Media Tactics: Selecting and Scheduling Media Vehicles Methods for scheduling media Continuous Flighting Pulsing

Computers in Media Selection and Scheduling