Adman Lecture 9
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This document outlines the key steps in developing a media planning strategy, including market analysis, establishing media objectives, developing and implementing media strategies, and evaluation. It discusses concepts like reach, frequency, scheduling methods, and metrics for comparing media costs such as cost per thousand (CPM) and cost per rating point (CPRP). The goal of media planning is to deliver promotional messages to target audiences through strategic selection and use of various media vehicles.
Adman Lecture 9
- 1. Advertising Management Lecture 10: Media Planning Strategy
- 2. Outline Developing the Media Plan Market Analysis Establishing media objectives Media Strategy Development and Implementation Evaluation and follow-up
- 3. Some Basic Concepts Media Planning the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives. Medium the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising, and other support media.
- 4. Some Basic Concepts Media Vehicle The specific carrier within a medium category. Reach a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. Coverage refers to the potential audience that might receive the message through a vehicle. 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 Times pressures Difficulty measuring effectiveness
- 6. Developing the Media Plan
- 7. Developing the Media Plan Market Analysis and Target Market Identification To whom shall we advertise? Market research data Index number: An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100.
- 8. Developing the Media Plan Market Analysis and Target Market Identification What internal and external factors are operating? Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like.
- 9. Organizing the media buying department
- 10. Developing the Media Plan Market Analysis and Target Market Identification Where to promote? Using indexes to determine where to promote Survey of Buying Power Index from market research Brand Development Index Category Development Index (CDI)
- 11. Calculating BDI
- 12. Using CDI and BDI to determine market potential
- 13. Using BDI and CDI Indexes
- 14. Developing the Media Plan Establishing Media Objectives Developing and Implementing Media Strategies The Media Mix Target Market coverage
- 15. Developing the Media Plan Establishing Media Objectives Developing and Implementing Media Strategies Geographic Coverage Scheduling Continuity: refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a regular (continuous) pattern is developed without gaps or nonadvertising periods. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.
- 16. Developing the Media Plan Developing and Implementing Media Strategies Scheduling Flighting: employs a less regular schedule, with intermittent periods of advertising and non-advertising. Pulsing: actually a combination of the first two methods. Continuity is maintained, but at certain times promotional efforts are stepped up.
- 18. Characteristics of Scheduling Methods
- 19. Developing the Media Plan Developing and Implementing Media Strategies Reach vs. Frequency Establishing reach and frequency objectives
- 20. Developing the Media Plan Developing and Implementing Media Strategies Reach vs. Frequency Using Gross Rating Points (GRPs): A summary measure that combines the program rating and the average number of times the home is reached during this period (frequency of exposure) GRP = Reach x Frequency Target Rating Points (TRPs): refer to the number of people in the primary target audience the media buy will reach—and the number of times. Unlike GRP, TRP does not include waste coverage
- 21. The Effects of Reach and Frequency
- 22. Developing the Media Plan Developing and Implementing Media Strategies Reach vs. Frequency Determining Effective Reach: represents the percentage of a vehicle’s audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey the desired message. Average frequency: the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.
- 23. Factors important in determining frequency levels
- 24. Factors important in determining frequency levels
- 25. Factors important in determining frequency levels
- 26. Developing the Media Plan Developing and Implementing Media Strategies Creative Aspects and Mood Flexibility Market opportunities Market threats Availability of media Changes in media or media vehicles Budget considerations Absolute costs of the medium or vehicle is the actual total cost required to place the message. Relative costs refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles.
- 27. Developing the Media Plan Developing and Implementing Media Strategies Budget considerations Determining the relative costs of media Cost per thousand (CPM) Cost per ratings point (CPRP)
- 28. Developing the Media Plan Developing and Implementing Media Strategies Budget considerations Determining the relative costs of media Daily Inch Rate: For newspapers, cost effectiveness is based on the daily inch rate, which is the cost per column inch of the paper.
- 32. Sample Computation (Daily Inch Rate)
- 33. Developing the Media Plan Evaluation and follow-up
- 36. The End