Chapter 9 Planning Media Strategy: Disseminating the Message

Chapter Overview How communications media help advertisers achieve marketing and advertising objectives

Chapter Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Define reach & frequency and debate the effective-frequency controversy Discuss how reach, frequency, and continuity are related Calculate gross rating points and cost per thousand Name secondary research sources and describe their use Describe the different advertising schedules and their purposes

Media Planning: Decisions & Issues Which media? What time of year? Where? How often? How to integrate?

Increasing Media Options Challenges More competitors Rising costs Media complexity Greater audience fragmentation More media options

Increasing Media Options HBO’s promotions tapped into non-traditional forms of media

Off-the-Wall Media Aerial banners & lights In-flight ads Newspaper bags Transit terminal domination Trash receptacles Kiosks Grocery receipts

Increasing Media Options U.S. Ad Spending by Medium

Media Planning Activities Situation Analysis Set media objectives Advertising Plan Determine media strategy Select media classes Select media within classes Media use decisions Broadcast Print Other media Marketing Plan

Defining Media Objectives Target Market Income, education, occupation, and social groups Distribution channel Opinion leaders Financial community The media Target Audience

Defining Media Objectives Message-Distribution Objectives Audience size Audience accumulation & reach Exposure frequency Continuity Message weight Ad impressions Gross impressions Gross rating points

Defining Media Objectives Combined Reach of Two Media

Optimizing Reach, Frequency, Continuity Reach, frequency, and continuity have an inverse relationship

Optimizing Reach, Frequency, Continuity Effective Reach Effective Frequency Recency planning Ad response curve

The Media Mix (5 Ms) Markets Mechanics Money Media Methodology

Developing a Media Strategy Plan Scope Brand Development Market’s Sales Potential Category Development Decision Factors

Developing a Media Strategy Brand Development Index and Category Development Index

Developing a Media Strategy Plan Scope Brand Development Market’s Sales Potential Category Development Decision Factors Competition & Budget Media & Mood of Message Media Availability & Economics

Developing a Media Strategy Oregon Chai positions its beverage as a “break from the everyday”

Developing a Media Strategy Plan Scope Brand Development Market’s Sales Potential Category Development Decision Factors Message Size & Position Competition & Budget Media & Mood of Message Media Availability & Economics

Developing a Media Strategy Color and Size vs. Reach and Frequency

Developing a Media Strategy Plan Scope Brand Development Buyer Purchase Patterns Market’s Sales Potential Category Development Decision Factors Message Size & Position Competition & Budget Media & Mood of Message Media Availability & Economics

Elements of a Media Strategy Market Definition of target audiences, how to weight them Media Nature of the message, media types to be used Methodology Reach, frequency, and continuity goals Money Budget for each medium, plus effect of restrictions Mechanics Size, timing, and position of message units

Media Tactics Economics of Foreign Media Criteria for Selecting Media Vehicles Campaign objectives, strategy Synergy of Mixed Media Audience characteristics Exposure, attention, motivation Scheduling Methods Cost efficiency (CPM & CPP)

Scheduling Methods Additional methods: Bursting Roadblocking Blinking

Media Planning Software Scheduling Software Performs tedious number crunching Saves time and money Improves decision making

Media Planning Software Ad for the SRDS Media Planning System