1. Media Plan
SBM 338
Lanny Wilke

2. Some Basic Concepts and Terms
Media planning – the series of decisions involved in delivering the promotional message to prospective purchasers and/or users of the product or brand.
Media plan – guide for media selection
Requires development of specific media objectives and media strategies

3. Medium – the general category of available delivery systems.
Broadcast media
Print media
Direct mail
Outdoor advertising
Media vehicle – magazines or shows

4. Reach – a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. (actual audience)
Coverage – the potential audience
Frequency – the number of times the receiver is exposed to the media vehicle in a specified period.

5. Problems in Media Planning
Insufficient information
Inconsistent terminologies
Time pressures
Difficulty measuring effectiveness

6. Market Analysis & Target Market Identification
To Whom Shall We Advertise?
Index number – good indicator of the potential of the market.
Percentage of users
in a demographic segment
Index = X 100
Percentage of population
in the same segment

7. Index number over 100 –use of product is proportionately greater in that segment than in one that is average or less is average.
Index is useful but should not be used alone.
Simmons and MRI
Demographic, geographic & psychographic info.

8. What Internal & External Factors are Operating?
Internal factors
Size of the media budget
Managerial & administrative capabilities
The organization of the agency

9. External factors
The economy
Changes in technology
Competitive factors

10. Deciding Where to Promote
Relates to geographic considerations
Using indexes to determine where to promote
Survey of buying power index
Published annually by Sales & Marketing Management magazine.

11. Brand development index (BDI)
Helps marketers factor the rate of product usage by geographic area.
Percentage of brand to total U.S. sales in the market
BDI = X 100
Percentage of total U.S. population in the market

12. Category development index (CDI)
Computed in the same manner as the BDI, except it uses info regarding the product category.
Provides info on the potential for development of the total product category rather than specific brands.

13. Establishing Media Objectives
Designed to lead to the attainment of communications and marketing objectives.
Goals for the media program. Limited to those that can be accomplished through media strategies.

14. Developing & Implementing Media Strategies
The media mix
Target market coverage
Full
Partial
Overexposure (waste coverage)
Geographic coverage

15. Scheduling
Continuity – a continuous pattern of advertising
Flighting – employs a less regular schedule, with intermittent periods of advertising & nonadvertising
Pulsing – a combination of the first two. Continuity is maintained, but at certain times, promotional efforts are stepped up.

16. Additional Scheduling Patterns
Bursting – running the same commercial every half hour on the same network during prime time.
Roadblocking – buying air time on all three networks simultaneously.
Blinking – flood the airwaves to make it virtually impossible to miss the ads.

17. Reach Versus Frequency
How much reach is necessary?
What frequency level is needed?
Establishing Reach & Frequency Objectives
Unduplicated reach
Duplicated reach
Potential reach – program rating

18. Using gross ratings points (GRPs)
Based on the total audience the media schedule may reach.
Uses a duplicated reach estimate.
Does not measure actual reach.
GRP = Reach X Frequency

19. Using Target Rating Points (TRPs)
The number of people in the primary target market the media buy will reach – and the number of times.
Does not include waste.

20. Determining effective reach
Represents the percentage of a vehicle’s audience reached at each effective frequency increment.
Advertisers have concluded that three exposures are required for an ad to have an impact.
More than 10 is considered overexposure.

21. Creative Aspects and Mood
A strong creative campaign can increase product success but must employ a medium that will support that strategy.
Mood
Certain media enhance the creativity of a message because they create a mood that carries over to the communication.

22. Flexibility Flexibility may be needed to address the following:
Market opportunities
Market threats
Availability of media
Changes in media or media vehicles

23. Characteristics of Media
Television
Advantages
Disadvantages
Mass coverage
High reach
Impact of sight, sound, and motion
High prestige
Low cost per exposure
Attention getting
Favorable image
Low selectivity
Short message life
High absolute cost
High production costs
Clutter

24. Part 2 – Media Budget