McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 9 Planning Media Strategy: Disseminating the Message

9-2 Chapter Overview How communications media help advertisers achieve marketing and advertising objectives

9-3 Chapter Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Name secondary research sources and describe their use Define reach & frequency and debate the effective- frequency controversy Calculate gross rating points and cost per thousand Discuss how reach, frequency, and continuity are related Describe the different advertising schedules and their purposes

9-4 Definition of Media Planning o Media planning is the conception, analysis, and creative selection of channels of communication that will direct advertising messages to the right people in the right place at the right time.

9-5 Media Planning: Decisions & Issues Where? Which media? What time of year? How often? How to integrate?

9-6 Increasing Media Options Challenges More competitors Rising costs Media complexity Greater audience fragmentation More media options

9-7 Increasing Media Options HBO’s promotions tapped into non- traditional forms of media

9-8 Off-the-Wall Media Aerial banners & lights In-flight ads Newspaper bags Transit terminal domination Trash receptacles Kiosks Grocery receipts

9-9 Increasing Media Options U.S. Ad Spending by Medium

9-10 Media Planning Activities Marketing Plan Set media objectives Advertising Plan Determine media strategy Select media classes Select media within classes Media use decisions Broadcast Print Other media Situation Analysis

9-11 Defining Media Objectives Target Audience Target Market Income, education, occupation, and social groups Distribution channel Opinion leaders Financial community The media

9-12 Ad impressions Gross impressions Gross rating points Defining Media Objectives Message-Distribution Objectives Audience size Audience accumulation & reach Exposure frequency Continuity Message weight

9-13 Definition of Media Concepts o Message Weight: total size of the audience for a set of ads or entire campaign o Advertising Impression: possible exposure of the advertising message to one audience member o Gross Impression: audience size by the number of times the ad message is used

9-14 Definitions of Media Concepts o Gross Rating Points: the percentage of the audience that potentially could view the message – one rating point is equal to one percent of a particular population group o We can add the Gross Impressions or Gross Rating Points for several media vehicles and get a combined Gross Impression or Gross Rating Point score

9-15 Definition of Media Concepts o Reach and audience accumulation: reach is the total number of different people or households exposed to an ad at least once usually for four weeks and is the number of people exposed to the medium and thus have an opportunity to see the ad o We can combine different reach numbers and then get total audience accumulation

9-16 Definition of Media Concepts o Exposure Frequency: the number of times the same person or household is exposed to the ad o Average Frequency: total exposures divided by audience reach o Reach and Frequency do not measure “effective” reach and frequency but only people who might have been exposed to the ad o Continuity: the amount of time the message is presented

9-17 Optimizing Reach, Frequency, Continuity Reach, frequency, and continuity have an inverse relationship

9-18 Defining Media Objectives Combined Reach of Two Media

9-19 Optimizing Reach, Frequency, Continuity Recency planning Ad response curve Effective Frequency Effective Reach

9-20 The Media Mix (5 Ms) Media Markets Money Mechanics Methodology

9-21 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

9-22 Developing a Media Strategy Brand Development Category Development Market’s Sales Potential Plan Scope Decision Factors

9-23 Developing a Media Strategy Brand Development Index and Category Development Index

9-24 Developing a Media Strategy Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development

9-25 Developing a Media Strategy Oregon Chai positions its beverage as a “break from the everyday”

9-26 Developing a Media Strategy Message Size & Position Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development

9-27 Developing a Media Strategy Color and Size vs. Reach and Frequency

9-28 Developing a Media Strategy Buyer Purchase Patterns Message Size & Position Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development

9-29 Media Tactics Economics of Foreign Media Synergy of Mixed Media Scheduling Methods Cost efficiency (CPM & CPP) Exposure, attention, motivation Audience characteristics Campaign objectives, strategy Criteria for Selecting Media Vehicles

9-30 Scheduling Methods Additional methods: Bursting Roadblocking Blinking

9-31 Media Planning Software Performs tedious number crunching Saves time and money Improves decision making Scheduling Software

9-32 Media Planning Software Ad for the SRDS Media Planning System