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

2. 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.
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3. 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.
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4. Organization of the Media Function
Media planner
Media research
Media buyer
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5. The New Media Function Convergence Interactivity Creativity Engagement
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6. Factors That Changed the Role of Media
Integrated marketing
Cost factors
Globalization
Complexity of the media function
Profitability
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7. Top Media Specialist Companies Ranked by Worldwide Billings
OMD Worldwide
Starcom USA
MindShare Worldwide
Mediaedge:cia
MediaVest
Zenith Media
MediaCom
Carat
Universal McCann
Initiative
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8. Desired Media Professionals
Market analysts
Strategic insight planners
Communication/media planners
Media buyers/optimizers
ROI analysts
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9. Building a Media Strategy
Qualitative factors of media
Fading distinctions among media
Media accountability
Value-added opportunities
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10. Major Components of a Media Plan
Marketing Analysis
Advertising Analysis
Media Strategy
Media Scheduling
Justification and Summary
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11. The Marketing Analysis
Fundamental marketing strategy
Sales
Share of market
Profitability goals
Target market description
Product benefits and differentiating characteristics
Pricing strategy
Competitive environment
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12. 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
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13. 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
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14. Exhibit 7.3 Matching Media to Prospect
Who would be the prime prospects for this ad for the Macon Symphony?
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15. The Media Schedule Print insertion dates and production requirements
Broadcast locations and availabilities
Budget allocation each medium and media vehicle
CPM estimates
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16. When would be a good time to run this ad?
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17. Justification and Summary
Statement of advertising goals in terms of measurable results
Research plan to measure achievement of goals
Contingencies for media schedule adjustments
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18. Cost Per Thousand (CPM)
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19. Communication Considerations
Creative predispositions of the audience
Qualitative environment for the message
The synergistic effect
The creative approach
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20. 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
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21. Exhibit 7.4a PRIZM Social Groups
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22. 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
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23. Exhibit 7.5 Reach, Frequency, and Continuity
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24. 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
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25. 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
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26. Exhibit 7.6 Steady versus Flighting Media Schedules
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27. Factors to Consider Before Choosing a Flighting Schedule
Competitive spending
Timing of flights
Advertising decay
Secondary media
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28. Exhibit 7.8 Media Flowchart Example
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29. 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?
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