Lecture 7-media planning
- 1. Media Planning and Strategy Dr. George Belch San Diego State University
- 2. The Changing Media Landscape • A few predictions • Traditional media budgets will not change for years • Traditional media will take on a different role, with reduced budget share • How consumers use media will never be the same • Synergism/integration is the new model © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 3. The Changing Media Landscape • Traditional Media • Television, radio, newspapers, magazines, outdoor, direct mail • Traditional but Different • Public relations, product placements, sponsorships, events • New Media • Internet/interactive, wireless, podcasts, search ads, blogs, video games, branded content © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 4. New Media • Wireless—mobile phones, smartphones • Branded content – programming developed to deliver a message such as webisodes or product integration • Social Media (Facebook, Twitter, YouTube) • Blogs- online information of specific content • Video games – brands integrated into games or games created for advertainment • Paid Search - targeted ads appear when people type queries into search engines such as Google. Advertisers bid for placement. © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 5. Factors Leading to Changes in Media • Consumers are busy and time crunched • Multitasking becoming more prevalent • New media options/ media proliferation • Changing lifestyles • Technology developments/changes • Media Fragmentation • Consumer attitudes toward media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 6. Developing the Media Plan Situation Marketing Creative analysis strategy plan strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class Media use decision Media use decision Media use decision — broadcast — print — other media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 7. Media Planning Difficulties Measurement Lack of Problems Information Problems in Media Planning Time Inconsistent Pressure Terminology © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 8. Developing a Media Plan Analyze the market Establish media objectives Develop/implement media strategy Evaluate performance © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 9. Using Index Numbers Index Number Percentage of users in a demographic segment Index = Percentage of population X 100 in the same segment © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 10. Using the Brand Development Index Brand Development Index Percentage of brand to total sales in market BDI = X 100 Percentage of total population in market © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 11. Using the Category Development Index Category Development Index Percentage of total product category sales in market CDI = X 100 Percentage of total population in market © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 12. Using BDI and CDI © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 13. 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 © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 14. The Media Mix • Selection considerations • Objectives sought • Product or service characteristics • Budget • Individual preferences © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 15. Target Audience Coverage Target Full Partial Coverage Market Market Market Exceeding Proportion Coverage Coverage Target Market Population excluding target market Target market Media coverage Media overexposure © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 16. Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 17. Reach and Frequency A. Reach of One Program B. Reach of Two Programs Total market Total market audience reached audience reached C. Duplicated Reach of Both D. Unduplicated Reach of Both Total market reached Total reach less with both shows duplicated shows © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 18. Marketing Factors Determining Frequency Marketing Factors Brand Brand Usage Loyalty Share Cycle Brand Share of Purchase Target History Voice Cycles Group © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 19. Message Factors Determining Frequency Message Message Complexity or Creative Factors Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 20. Media Factors Determining Frequency Clutter Repeat Scheduling Exposure Media Factors Editorial Attentiveness Environment Number of Media Used © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 21. Creative Aspects and Mood • Creative aspects • Media may drive strategy, or strategy may drive media • Media and creative departments must work closely together • Mood • Media can drive mood • Media and vehicle image can carry over to the message placed within them © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 22. Flexibility in Media Planning Strategies Market Market threats opportunities Flexibility Changes in Availability of media or media media vehicle © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 23. Television Advantage and Limitations Advantages Mass coverage High reach Disadvantages Sight, sound, motion Low selectivity High prestige Short message life Low cost per exposure High absolute cost Attention getting High production cost Favorable image Clutter © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 24. Radio Advantages and Limitations Advantages Local coverage Low cost Disadvantages High frequency Audio only Flexible Clutter Low production cost Low attention getting Well-segmented audience Fleeting message © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 25. Magazines Advantages and Limitations Advantages Segmentation potential Quality reproduction Disadvantages High information content Long lead time for ad placement Longevity Visual only Multiple readers Lack of flexibility © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 26. Newspaper Advantages and Limitations Advantages High coverage Low cost Short lead time for Disadvantages placing ads Short life Ads can be placed in interest sections Clutter Timely (current ads) Low attention getting Reader controls exposure Poor reproduction quality Can be used for coupons Selective reader exposure © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 27. Outdoor Advantages and Limitations Disadvantages Short exposure time Short ads Advantages Poor image Location specific Local restrictions High repetition Easily noticed © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 28. Evaluation and Follow-Up How well did these strategies achieve the media objectives? How well did the media plan contribute to attaining the overall marketing and communications objectives? Use again, or analyze flaws © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Editor's Notes
- #5: Relation to Text This slide relates to pages 327-328 of the text. Summary Overview This slide lists some of the predictions being made about the future of media and marketing communications. Use of this Slide This slide can be used to introduce the ever-changing media landscape: Media budgets will not increase for years Traditional media will have a different role, with a reduced budget How consumers use media will never be the same Although traditional media are supposed to be dying, forecasts of their impending doom may be greatly exaggerated: TV is still an effective medium DVRs are not having as negative an impact as predicted Newspapers are being read by more people than previously thought Direct marketing has increased in effectiveness However, all agree that viewers’ media consumption, technology changes and inventions, and so forth will create havoc for media planners. The key may be using a “portfolio model,” which considers synergism between media.
- #7: Relation to Text This slide relates to page 331 of the text and Figure 10-2. Summary Overview The various steps and activities involved in developing a media plan are presented on this slide. Use of this Slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. The plan determines the best way to get the advertiser’s message to the market. The basic goal being to find that particular combination of media that: Enables the marketer to communicate the message in the most effective manner To the largest number of potential customers At the lowest cost More detailed discussion of these activities follows.
- #12: Relation to Text This slide relates to page 340 of the text and Figure 10-10. Summary Overview This slide shows the Category Development Index (CDI) , which is another index that can help marketers determine where to allocate the media budget. It is computed in a manner similar to the BDI index, except that it uses information regarding the overall product category, rather than for specific brands. This index uses the ratio of the following variables: Percentage of the total product category sales in a given market Percentage of total U.S. population in the given market By performing the mathematical calculation shown on the slide, the advertiser can determine the potential for development of the total product category in a given area. When this information is combined with the BDI, a much more insightful promotional strategy may be developed. Beginning with the CDI, the marketer can first look at how well the product category does in a specific market area. Then a brand analysis would follow to see how well the brand is doing relative to its competitors. Together this information provides a clearer picture of where to allocate the media budget. Use of this Slide This slide can be used to explain the Category Development Index.
- #15: Relation to Text This slide relates to pages 341-342 of the text. Summary Overview This slide lists a number of criteria that must be considered before making a media selection decision. Use of this Slide Use this slide to discuss how one chooses one medium and one medium vehicle from among the many that are available. While it is possible that only one medium and/or vehicle may be employed, it is much more likely that a mix will be the optimum choice. For example, consider a promotional situation in which a product requires a visual demonstration to be commercially effective. In this case, TV may be the most effective medium. However, if the promotional strategy calls for coupons to stimulate product trials, print media may be necessary. For in-depth information, an Internet website may be best. By combining media, marketers can increase coverage, reach and frequency levels while improving the likelihood of achieving overall communications and marketing goals.
- #16: Relation to Text This slide relates to pages 342-343 of the text and Figure 10-13. Summary Overview The chart on this slide shows the market coverage possibilities. Use of this Slide This slide can be used to show the various target market coverage scenarios. Developing media strategies involves matching the coverage of the media vehicles to the target market. Chart 1 – shows the target market as a proportion of total population Chart 2 – full coverage of the target market; optimal goal Chart 3 – partial coverage, leaving some customers without exposure Chart 4 – media coverage exceeds target audience; some coverage may be wasted The goal of the media planner is to extend media coverage to as many members of the target audience as possible, while minimizing the amount of excess or wasted coverage.
- #17: Relation to Text This material relates to page 344 and Figure 10-15 of the text. Summary Overview This slide illustrates the various scheduling options available to advertisers. Use of this Slide The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner: Continuity… continuous pattern of advertising; every day, every week, or every month Flighting… intermittent periods of advertising and no advertising Pulsing… combination of continuity and flighting; continuity is maintained but at certain periods advertising is increased. The optimal schedule can be affected by buying cycles. Continuity… appropriate with food products, household products and products consumed on an ongoing basis. Flighting… well suited to seasonal or other products that are consumed mostly during certain time periods. Pulsing… used for products with little sales variation from period to period, but might see some increase in certain times, such as cold beverages in the hot summer months.
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- #20: Relation to Text This slide relates to Figure 10-22 on page 351 of the text. Summary Overview This slide lists the message or creative factors that impact the determination of frequency levels. Use of this Slide This slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Message complexity – the simpler the message, the less frequency required Message uniqueness – the more unique the message, the less frequency required New vs. continuing campaign – new campaigns require a higher frequency Image vs. product sell – creating an image requires a higher frequency Message variation – a single message requires less frequency Wearout – higher frequency leads to faster wearout Advertising units – larger units require less frequency
- #21: Relation to Text This slide relates to Figure 10-22 on page 351 of the text. Summary Overview This slide lists the message or creative factors that impact the determination of frequency levels. Use of this Slide This slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Clutter – more clutter requires higher frequency Repeat exposures – media that allow for more repeat exposures require less frequency Editorial environment – the more consistent the ad is with the editorial environment the less frequency required Number of media used – fewer media the lower the frequency required Attentiveness – the higher the level of attention achieved by the media, the less frequency required Scheduling – continuous scheduling requires less frequency
- #22: Relation to Text This slide relates to page 352 of the text. Summary Overview This slide introduces the topics of mood and creativity , and how they work with media. Use of this Slide Use this slide to introduce these basic ideas: A specific creative strategy may require a certain media The medium in which an ad is placed may affect viewers’ perceptions of the ad Consider the image that might be created if your product were to be advertised in the following media: The New York Times versus the National Enquirer A highly rated prime-time TV show versus an old rerun Television versus the Internet
- #23: Relation to Text This slide relates to pages 352-353 of the text. Summary Overview This slide shows some areas where flexibility in a media strategy may be needed to avoid lost opportunities and address new threats. Use of this Slide This slide can be used to discuss the importance of a flexible media strategy. Because of the rapidly changing market environment, strategies may need to be modified at any time. Market opportunities. Sometimes a market opportunity arises that the advertiser wishes to take advantage of. Market threats. Internal or external factors may pose a threat to the firm, and a change in media strategy is dictated. Availability of media. Sometimes a desired medium (or vehicle) is not available to the marketer. Changes in media or in media vehicles. A change in the medium or in a particular vehicle may require a change in the media strategy.
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