Advertising & Promotion

Chapter 10Media Planning & Strategy

Some Basic Terms & Concepts Media objectives vs. Media strategies Medium – broadcast media, print media,

direct mail, outdoor advertising etc.Media Vehicle – Hum, Geo, Dawn, Jung etc.Reach – number of audience exposed at least

once to a media vehicle in a given time period.

Coverage – potential audience that might receive the message through a vehicle.

Frequency – number of times the receiver is exposed to the media vehicle.

Developing a Media Plan

Evaluate performanceEvaluate performance

Analyze the marketAnalyze the market

Establish media objectivesEstablish media objectives

Develop/implement media strategyDevelop/implement media strategy

Using Index Numbers

Percentage of users in a demographic segment

Percentage of population in the same segment

Index = X 100

Index Number

Using the Brand Development Index

Percentage of brand to total sales in market

Percentage of total country population in

market

BDI = X 100

Brand Development Index

Using the Category Development Index

Percentage of total product category sales in market

Percentage of total country population in market

CDI = X 100

Category Development Index

Using BDI and CDI

Can you write a few Media objectives?

Developing Media StrategiesCriteria to consider during plan developmentThe media mixTarget market coverage – Full, Partial,

ExceedingGeographic coverageSchedulingReach and frequencyCreative aspects and moodFlexibilityBudget

Scheduling MethodsContinuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

10-11

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 reachThe number of times they will be reached

Marketing Factors Determining Frequency

Target GroupTarget Group

Brand HistoryBrand

HistoryShare of

VoiceShare of

VoicePurchase

CyclesPurchase

Cycles

Brand LoyaltyBrand Loyalty

Brand ShareBrand Share

Usage Cycle

Usage Cycle

Marketing FactorsMarketing Factors

Message Factors Determining Frequency

Message ComplexityMessage Complexity

Message UniquenessMessage Uniqueness

New vs. Continuing Campaigns

New vs. Continuing Campaigns

Image Versus Product SellImage Versus Product Sell

Message VariationMessage Variation

WearoutWearout

Advertising UnitsAdvertising Units

Messageor

Creative Factors

Messageor

Creative Factors

Media Factors Determining Frequency

ClutterClutter

Number of Media UsedNumber of Media Used

Repeat ExposureRepeat

Exposure

Editorial Environment

Editorial Environment

SchedulingScheduling

Attentiveness(Media

Vehicle)

Attentiveness(Media

Vehicle)

Media FactorsMedia Factors

Determining Relative Cost of Print Media

Cost of ad space(absolute cost)Circulation

CPM = X 1,000

Cost per thousand (CPM)

Determining Relative Cost of Broadcast Media

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

Determining Newspaper Advertising Costs

Cost of ad space x 1,000

Circulation

Daily Inch Rate