1. Media Planning
Establishing frequency goals for an advertising campaign is a mix of art and science but with a definite bias toward art.
–Joseph Ostrow
Young and Rubicam

2. Developing the Media Plan
Media Planning - A series of decisions involving the delivery of messages to audiences.
Situation Analysis
Marketing Strategy Plan
Creative Strategy Plan
Setting Media Objectives
Goals to be attained by the media strategy and program
Determining Media Strategy
Decisions on how the media objectives can be attained
Selecting Broad Media Classes
Selecting Media Within Class
Media Use Decision
— Print
— Broadcast
— Other Media

3. Media Planning Terms Medium - the general category of delivery system.
Media vehicle - the specific carrier within a medium
Reach - the percentage of audience members exposed at least once to a message or media vehicle.
Coverage - the potential audience that might receive the message through a media vehicle.
Frequency - the number of times the receiver is exposed to the message in a given period of time.

4. Media Planning Difficulties
Lack of information
Inconsistent terms
Serious time pressure
Measurement problems

5. Media Planning Criteria Considerations
The media mix
Target market coverage (Who?)
Geographic coverage (Where?)
Scheduling
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations

6. To Whom Shall We Promote?
Market Potential Index
Percentage of users in a segment
Percentage of population in segment
x 100
Product: Cola Segment: Adult males in the US
Percentage of males that drink cola
Percentage of males in the population
x 100
53.1
(87118 / )
x 100 = 111

7. To Whom Shall We Promote?
Misuse of the Index

8. Where to Promote? Buying Power Index Sales & Marketing Management
Gives relative value of a market.

9. Where to Promote? Brand Development Index (BDI) x 100 x 100
Percentage of brand sales in a market to total US sales
Percentage of total US population in the market
x 100
Percentage of brand sales in South Atlantic region
Percentage of US population South Atlantic region
x 100
50%
16%
x 100 = 312

10. Where to Promote? Category Development Index (CDI) x 100 x 100
Percentage of product category total sales in market
Percentage of total US population in the market
x 100
Percentage of product category sales in South Atlantic
Percentage of US population South Atlantic region
x 100
25%
16%
x 100 = 156

11. Where to Promote?
Using CDI and BDI

12. Where to Promote? This market usually represents good sales potential.
Using CDI and BDI
This market usually represents good sales potential.
Excellent advertising market.

13. Where to Promote? Category is not selling well but the brand is.
Using CDI and BDI
Category is not selling well but the brand is.
Probably a good market, but monitor for declining sales.

14. Where to Promote? Category shows high potential but the brand is not
Using CDI and BDI
Category shows high potential but the brand is not
doing well. Reason must be determined.

15. Where to Promote? Both the category and the brand are doing poorly.
Using CDI and BDI
Both the category and the brand are doing poorly.
Not likely to be a good place for advertising.

16. Timing Strategies

17. Timing Strategies Continuity Advantages Disadvantages Typical use
Constant reminder
Covers the entire buying cycle
Allows for media priorities (discounts, scheduling)
Disadvantages
Higher costs
Potential for overexposure
Typical use
Food products
Laundry detergent
Products consumed on an ongoing basis

18. Timing Strategies
Takes advantage of a carryover effect in consumer awareness levels.

19. Timing Strategies
Consumer
Awareness
Takes advantage of a carryover effect in consumer awareness levels.

20. Timing Strategies Flighting Advantages Disadvantages Typical use
Cost efficiency
May allow multiple media or vehicles with limited budget
Weighting may offer more exposure and competitive advantage during scheduled times
Disadvantages
Lack of awareness/interest/retention during unscheduled times
Vulnerable to competitive efforts during unscheduled times
Typical use
Products with limited budgets
Products for which highest potential buying times can be identified
Seasonal products

21. Timing Strategies Combination of Continuity and Flighting.
Advertising is increased during an open aperture.

22. Timing Strategies Pulsing Advantages Disadvantages Typical use
Previous two methods combined
Disadvantages
Higher costs
Potential for overexposure
Typical use
Automobiles April/September/December
Products with large budgets + peak sales periods

23. Reach & Frequency
Duplicated Reach

24. Reach & Frequency Gross Ratings Points = Reach x Frequency
100 GRPs
100% exposed 1 time
50% exposed 2 times
25% exposed 4 times
1% exposed 100 times
Target Ratings Points = Target Audience Reach x Frequency

25. Reach & Frequency Target population: 100,000 Total gross impressions:
108,000
Gross rating points:
108
Reach:
56 (56,000/100,000)
Average frequency:
1.9 issues (108,000/56,000) or (108 GRP/56 Reach)

26. Effects of Reach and Frequency
1. One exposure of an ad to a target group within a purchase cycle has little or no effect in I most circumstances.
2. Since one exposure is usually ineffective, the central goal of productive media planning I should be to enhance frequency rather than reach.
3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.
4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
5. Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important
6. Nothing we have seen suggests that frequency response principles or generalizations vary by medium.
7. The data strongly suggest that wearout is not a function of too much frequency; it is more of a creative or copy problem.

27. Determining Frequency Levels
Marketing Factors
Brand history: new brands = higher frequencies
Brand share: higher share = lower frequencies
Brand loyalty: higher loyalty = lower frequencies
Purchase/use cycles: short purchase cycle = higher frequencies
Share of voice: More noise = higher frequencies

28. Determining Frequency Levels
Message Factors
Message complexity: complex message = higher frequencies
Message uniqueness: unique message = lower frequencies
Campaign newness: new campaigns = higher frequencies
Image vs product sell: image sell = higher frequencies
Message variation: single message = lower frequencies
How does this relate to the RMH?

29. Determining Frequency Levels
Media Factors
Clutter: more clutter = higher frequencies
Attentiveness: more attentiveness = lower frequencies
Scheduling: continuous scheduling = lower frequencies

30. Determining Relative Media Costs
Print: Cost per thousand (CPM)
Cost of ad space
Circulation
x 1,000

31. Determining Relative Media Costs
Broadcast: Cost per rating point (CPRP)
Cost of 1 unit of time
Program rating

32. Cautions
Scenario A: Overestimation of Efficiency

33. Cautions
Scenario B: Underestimation of Efficiency