1. Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 10 Media Planning and Strategy

2. Developing a Media Plan Evaluate performance Analyze the market Establish media objectives Develop/implement media strategy 10-2

3. Using Index Numbers Percentage of users in a demographic segment Percentage of population in the same segment Index = X 100 Index Number 10-3

4. Using the Brand Development Index Percentage of brand to total U.S. sales in market Percentage of total U.S. population in market BDI =X 100 Brand Development Index 10-4

5. Using the Category Development Index Percentage of total product category sales in market Percentage of total U.S. population in market CDI =X 100 Category Development Index 10-5

6. Using BDI and CDI 10-6

7. Developing Media Strategies Criteria to consider during plan development The media mix Target market coverage Geographic coverage Scheduling Reach and frequency Recency Creative aspects and mood Flexibility Budget 10-7

8. Scheduling Methods Continuity Pulsing Flighting JanFebMarAprMayJunJulAugSepOctNovDec 10-8

9. Ratings Points Gross ratings points (GRPs) GRP = Reach X Frequency Target ratings points (TRPs) The number of people in the primary target audience the media buy will reach The number of times they will be reached 10-9

10. Marketing Factors Determining Frequency Target Group Brand History Share of Voice Purchase Cycles Brand Loyalty Brand Share Usage Cycle Marketing Factors 10-10

11. Message Factors Determining Frequency Message Complexity Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Message or Creative Factors Message or Creative Factors 10-11

12. Media Factors Determining Frequency Clutter Number of Media Used Repeat Exposure Editorial Environment Scheduling Attentiveness Media Factors 10-12

13. Determining Relative Cost of Print Media Cost of ad space (absolute cost) Circulation CPM =X 1,000 Cost per thousand (CPM) 10-13

14. Determining Relative Cost of Broadcast Media CPRP = Cost of commercial time Program rating Cost per rating point (CPRP) 10-14

15. Determining Newspaper Advertising Costs Cost of ad space x 1,000 Circulation Daily Inch Rate 10-15