1. Chapter 9 Planning Media Strategy: Disseminating the Message

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

3. 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

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

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

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

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

8. Increasing Media Options
U.S. Ad Spending by Medium

9. 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

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

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

12. Defining Media Objectives
Combined Reach of Two Media

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

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

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

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

17. Developing a Media Strategy
Brand Development Index and Category Development Index

18. 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

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

20. 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

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

22. 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

23. 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

24. 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)

25. Scheduling Methods
Additional methods:
Bursting
Roadblocking
Blinking

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

27. Media Planning Software
Ad for the SRDS Media Planning System