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Media planning
1.
2. The advertised message travels from the producer to
the consumer through a MEDIA
Media planning takes into account all decisions
regarding the time and place of advertising
Main aim is to select the right media in order to reach
the right audience to have desired response.
3. NEED & IMPORTANCE
Growth of Media
Media Selection
Promotion of Sales
Advertising Client
Suitability
Providing Supplements
5. EXAMPLE: AXE BODY SPRAY
Brand Planning Target:
“Contemporary, cool young men looking for an edge in the
dating game”
Media Planning Target:
Profile of “Contemporary, cool
young men” based on usage of
contemporary, cool products
Media Measurement Target:
Simple demographic like “men
aged 18-24
6.
7. Publications such as newspapers, magazines,
direct mail, outdoor, etc.
Publications such as newspapers, magazines,
direct mail, outdoor, etc.
The specific carrier within a medium categoryThe specific carrier within a medium category
Number of different audience members exposed
at least once in a given time period
Number of different audience members exposed
at least once in a given time period
The potential audience that might receive the
message through the vehicle
The potential audience that might receive the
message through the vehicle
The number of times the receiver is exposed to
the media vehicle in a specific time period
The number of times the receiver is exposed to
the media vehicle in a specific time period
• Does the medium offer opportunities?
•Message to only those who are logical prospects
• Does the medium offer opportunities?
•Message to only those who are logical prospects
Number of different audience members exposed
at least once in a given time period
Number of different audience members exposed
at least once in a given time period
How much will it cost to buy one rating point for
your target audience. One Rating Point=1 % of
your target audience
How much will it cost to buy one rating point for
your target audience. One Rating Point=1 % of
your target audience
How much will it cost to reach thousand of your
prospective customers
How much will it cost to reach thousand of your
prospective customers
MEDIA TERMINOLOGY
Cost Per
Thousand
Cost Per
Thousand
Cost per
Point
Cost per
Point
ReachReach
Impact &
Selectivity
Impact &
Selectivity
FrequencyFrequency
10. MEDIA SCHEDULING
Bursting StrategyBursting Strategy
Burst- Hiatus-Flight StrategyBurst- Hiatus-Flight Strategy::
Used for seasonal products
Big sized heavy advertising burst for a fixed period
followed by
Almost absence of advertising for rest of period
Followed by heavy advertising
Flight StrategyFlight Strategy
Pulsing StrategyPulsing Strategy
Alternating StrategyAlternating Strategy: Advertising every alternate
month
11. Steady StrategySteady Strategy: Advertiser spends a fixed
amount of money every month
Step-down strategyStep-down strategy: as the season approaches
there is heavy advertising
Teaser set upTeaser set up: advertising starts on a low scale
when the season begins.
12. BRAND AND CATEGORY ANALYSIS
Percentage of brand to
total sales in market
Percentage of total
population in market
BDI = X 100
Brand Development Index
Percentage of total product
category sales in market
Percentage of total U.S.
population in market
CDI = X 100
13. Short Message LifeShort Message Life
High Production CostHigh Production Cost
Low SelectivityLow Selectivity
High Absolute CostHigh Absolute Cost
ClutterClutter
Mass CoverageMass Coverage
High ReachHigh Reach
Impact of Sight, Sound
and Motion
Impact of Sight, Sound
and Motion
High PrestigeHigh Prestige
Low Cost Per ExposureLow Cost Per Exposure
Attention GettingAttention Getting
Favorable ImageFavorable Image
High Production CostHigh Production Cost
High Absolute CostHigh Absolute Cost
Short Message LifeShort Message Life
Low SelectivityLow Selectivity
Favorable ImageFavorable Image
Attention GettingAttention Getting
Low Cost Per ExposureLow Cost Per Exposure
High PrestigeHigh Prestige
Impact of Sight, Sound
and Motion
Impact of Sight, Sound
and Motion
High ReachHigh Reach
Mass CoverageMass Coverage
TELEVISION PROS AND CONS
AdvantagesAdvantages DisadvantagesDisadvantages
Relation to textThis slide relates to material on pp. 301-302 of the text.
Summary OverviewThis slide includes some additional terms used in media planning and strategy. They include:
Print Media – publications such as magazines and newspapers or direct mail
Media vehicles – specific carrier within the media category
Reach – number of different audience members exposed at least once to a media vehicle in a given time period
Coverage – potential audience that might receive a message through a vehicle
Frequency – number of times the receiver is exposed to a media vehicle during a specified time period
Use of this slideThis slide can be used to introduce, and provide a brief overview of, the basic terms and concepts of media planning and strategy.
Relation to textThis slide relates to material on pp. 303-305 of the text.
Summary OverviewThis slide shows some of the problems that contribute to the difficulty of developing the media plan and thus may reduce its effectiveness. These problems include:
Measurement problems occur frequently and only estimates are available
Lack of information about markets and media; not measured or too costly
Inconsistent terminology usually arises from confusion or lack of standard measurements
Time pressures results in decisions being made without proper planning and analysis
Use of this slideThis slide can be used to discuss some of the problems associated with media planning that can make planning difficult or diminish its effectiveness. While these problems complicate the media decision process, they do not render it an entirely subjective exercise.
Relation to textThis slide relates to the material on pp. 310-311 and Figures 10-10 and 10-11 of the text.
Summary OverviewKey questions to be answered in the market analysis stage are to whom shall we advertise, where (geographically) and when should we advertise and should we focus our efforts? There are several indices available to marketers to assist in answering these questions. One of these is the Brand Development Index (BDI) which is shown on this slide. It assists marketers in answering the question as to where to allocate the media budget. The index uses the ratio of the following variables:
Percentage of the brand to total U.S. sales in a given market
Percentage of total U.S. population in the given market
By performing the mathematical calculations on the slide the advertiser would be able to determine the sales potential for the brand in that market area. The higher the BDI number the greater the potential that exists in a particular market.
Use of this slideThis slide can be used to explain the Brand Development Index. This index helps marketers factor the rate of product usage by geographic area into the decision of where to allocate their media budget.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text. aluation of television as a medium.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
Summary OverviewThis slide summarizes the various advantages and disadvantages of using radio as a medium. Some of the more noteworthy advantages are the fact that radio has local coverage, is low cost, and may result in high frequency of exposures. The major disadvantages of radio advertising is that it has high clutter, low attention getting ability, and provides only an audio message.
Use of this slideThis slide can be used to provide a brief overview of the advantages and disadvantages of using radio as an advertising medium. Chapter 11 provides a more complete evaluation of broadcast media including radio.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
Summary OverviewThis slide summarizes the various advantages and disadvantages of using magazines as an advertising medium. Some of the more noteworthy advantages of magazines as advertising media vehicles are the fact that they have good potential for segmentation, provide quality reproduction, and have longevity. The major disadvantages are it they have long lead times, provide only a visual message, and often lack flexibility.
Use of this slideThis slide can be used to provide a brief overview of the advantages and disadvantages of using magazines. Chapter 12 provides a more complete evaluation of print media including magazines.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
Summary OverviewThis slide summarizes the various advantages and disadvantages of using newspapers as a medium. Some of the more noteworthy advantages are the fact that they have good potential for high coverage, the cost is relatively low, and they have short lead times. The major disadvantages of newspapers are that they have a short reading life, high levels of advertising clutter, and may have low attention getting ability.
Use of this slideThis slide can be used to provide a brief overview of the advantages and disadvantages of using newspapers as an advertising medium. Chapter 12 provides a more complete evaluation of newspapers.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
Summary OverviewThis slide summarizes the various advantages and disadvantages of using outdoor as an advertising medium. Some of the more noteworthy advantages are the fact that outdoor ads are location specific, easily noticed, and allow for high repetition. The major disadvantages are that outdoor has a short exposure time, can accommodate only short messages, and may have a poor image.
Use of this slideThis slide can be used to provide a brief overview of the advantages and disadvantages of using outdoor advertising. Chapter 13 provides a more complete evaluation of outdoor media.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
Summary OverviewThis slide summarizes the various advantages and disadvantages of using direct mail as a medium. Some of the more noteworthy advantages of direct mail are that it is highly selective, the reader controls the exposure, and a great deal of information can be provided. The major disadvantages of direct mail are high cost-per-exposure, clutter, and poor image.
Use of this slideThis slide can be used to provide a brief overview of the advantages and disadvantages of using direct mail as an advertising medium. Chapter 14 provides a more complete evaluation of direct marketing.
Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
Summary OverviewThis slide summarizes the various advantages and disadvantages of using the Internet as an advertising medium. Some of the advantages of the Internet are the fact the user selects the information, is usually attentive and involved, and the medium is interactive. The major disadvantages of the Internet are limited creative capabilities, web snarl, and a lack of valid measurement techniques.
Use of this slideThis slide can be used to provide a brief overview of the advantages and disadvantages of using the Internet as an advertising medium. Chapter 15 provides a more complete evaluation of the Internet.
