Media planning
Marketing 3520 with Moore at Baruch College
About this deck
By: Lauren Maycock
Textbook:
Advertising and Promotion: An Integrated Marketing Communications Perspective
Created: 2010-10-21
Size: 80 flashcards
Views: 23
Textbook:
Advertising and Promotion: An Integrated Marketing Communications PerspectiveCreated: 2010-10-21
Size: 80 flashcards
Views: 23
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Media planning
A series of decisions involving the delivery of the message to an audience
Media Objectives
Goals to be obtained by the media strategy and program
Media Strategy
Decisions on how the media objectives can be attained
Media
Various categories of delivery systems including broadcast and pint media
Broadcast Media
Radio or television network or local station broadcasts
The medium
General category of delivery systems which include broadcast media, print media ect.
Broadcast Media
Either radio or television network or local station broadcasts
Media Vehicle
A specific carrier within a media category, ex: Newsweek
Reach
the number of different audience members exposed at least once to a media vehicle in a given period of time. (Actual Audience)
Coverage
refers to potential audience that might receive a message through a specific vehicle. (Potential Audience)
Frequency
refers to number of times that people are exposed to the media vehicle in a specified period.
The media plan determines...
the best way to get advertiser's message to market, goal is to find the best mix of media to reach the largest # of people at the lowest cost.
What three steps are involved in Developing the media plan?
(SMC)
Situation Analysis
Marketing Strategy Plan
Creative Strategy Plan
Situation Analysis
Marketing Strategy Plan
Creative Strategy Plan
What are the four media planning difficulties?
(MLIT)
Measurement Problems
Lack of Information
Inconsistent terminology
Time Pressures
Measurement Problems
Lack of Information
Inconsistent terminology
Time Pressures
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
Five Steps in the media planning process
(AEDIE)
Analyze the market
Establish media Objectives
Develop media strategy
Implement Media Strategy
Evaluate Performance
Analyze the market
Establish media Objectives
Develop media strategy
Implement Media Strategy
Evaluate Performance
What is the formula for index
% of users in a demographic segment/percentage of population in the same segment X 100
What questions arise when analyzing market potential?
1) To whom shall we advertise?
2) What internal and external factors are at work?
3) Where should we focus our promotion efforts?
2) What internal and external factors are at work?
3) Where should we focus our promotion efforts?
An index number over 100 means what?
use of the product is proportionately greater in that segment than in one that is average (100) or less than 100.
What is the formula for BDI (Brand development index)
% of brand to total US market/
Percentage of total U.S. population in market X 100
Percentage of total U.S. population in market X 100
Using the BDI formula...
Determines the sales potential for the brand in a particular market area
The Higher the BDI number
The greater the potential that exists.
How to find CDI (Category development index)
Percentage of total product category sales in market/
Percentage of total U.S. population in market X 100
CDI helps...
marketers determine where to allocate the media budget.
CDI is computed similary to how BDI is computed except...
it uses information regarding the overall product category, rather than for specific brands.
CDI helps determine...
the potential for development of the total product category in a given area.
High BDI and High CDI
great market share and great market potential
High BDI low CDI
The category is not selling well the brand is a good market to advertise in but monitor for declining sales
Low BDI and High CDI
Product category=high potential but the brand is not doing well
What is the goal of the media planner?
The goal of the media planner is to extend media coverage to as many members of the target audience as possible
What is wasted converge
media coverage exceeds the targeted audience
What is the objective of media scheduling?
Time advertising efforts so that they will coincide with the highest potential buying periods.
Continuity
Continuous pattern of advertising; every day, every week, or every month
used for food products, household products,anything consumed on an ongoing basis
used for food products, household products,anything consumed on an ongoing basis
Flighting
Intermittent periods of advertising and no advertising
Pulsing
Combination of the first two; continuity is maintained but at certain periods advertising is increased.
continuity schedule
used for food products, household products,anything consumed on an ongoing basis
flighting schedule
well suited to seasonal or other products that are consumed mostly during certain time periods.
pulsing schedule
may be used for products that have little sales variation from period to period, but might see some increase in certain times, such as cold beverages in the hot summer months.
Due to budget constraints advertisers must...
decide if they want the message seen and heard by more people (reach) or by fewer people more often (frequency).
Unduplicated Reach
indicates potential new exposures (those who were exposed more than once)
Duplicated Reach
provides an estimate of frequency (exposed only once)
Effective reach
represents % of a vehicles audience reached @ each effective frequency increment
What can effect the reach of a message?
the complexity of the message, message length, and recency of the exposure can also have an impact on effective reach.
What are the 7 marketing factors?
BBBUSPT) Tune respect
Brand Loyalty
Brand Share
Brand History
Usage Cycle
Share of Voice
Purchase Cycle
Target Group
Brand Loyalty
Brand Share
Brand History
Usage Cycle
Share of Voice
Purchase Cycle
Target Group
Brand loyalty
inverse relationship; the higher the loyalty the less frequency required
Brand share
inverse relationship; the higher the share the less frequency required
Brand history
new brands require higher frequency
Usage cycle
products needing to be replaced frequently require higher frequency to maintain top-of-mind awareness
Share of voice
when strong competition exists, higher frequency is required
Purchase cycles
shorter purchasing cycles require higher frequency to maintain top-of-mind awareness
Target group
the ability to learn and retain messages has an impact on frequency
What are the Message or Creative Factors
(MMMINWA)
Message Complexity
Message Uniqueness
Message Variation
Image Versus Product Sell
New Vs. Continuing Campaign
Wear out
Advertising Units
Message complexity
the simpler the message the less frequency required
Message uniqueness
the more unique the message the less frequency required
Message variation
a single message requires less frequency
Image vs. product sell
creating an image requires a higher frequency
New vs. continuing campaign
new campaigns require a higher frequency
Wearout
higher frequency leads to faster wear out
Advertising units
larger units require less frequency
What are the media factors that determine frequency?
(CERNAS)
Clutter
Editorial Environment
Repeat Exposure
Number of media used
Attentiveness
Scheduling
Clutter
Editorial Environment
Repeat Exposure
Number of media used
Attentiveness
Scheduling
Clutter
more clutter requires higher frequency
Editorial environment
the more consistent the ad is with the editorial environment the less frequency required
Repeat exposures
media that allow for more repeat exposures require less frequency
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
What are the four areas where flexibility in media strategy may be needed?
(MAMC)
Market Opportunities
Availability of Market
Market threats
Changes in media or media vehicle
Market Opportunities
Availability of Market
Market threats
Changes in media or media vehicle
Market opportunities
Sometimes a market opportunity arises that the advertiser wishes to take advantage of.
Availability of media
Sometimes a desired medium (or vehicle) is not available to the marketer.
Market threats.
Internal or external factors may pose a threat to the firm, and a change in media strategy is dictated.
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.
The overall objective of the advertiser is
to deliver the message to the target audience at the lowest rate with the least waste
How is CPM (cost per thousand) Calculated
Cost of ad space
(absolute cost)_________________ X 1,000
Circulation
The cost per thousand may
overestimate or underestimate the actual cost effectiveness
An important decision in the development of the media strategy is
estimating the relative cost of advertising in various media
The Cost of Broadcast media is calculated by using
CRPR( Cost per rating point)
Cost of commercial time
_________________________
Program rating
Cost of commercial time
_________________________
Program rating
A rating point represents
1 percent of all households in a particular area who are tuned into a specific program.
About this deck
By: Lauren Maycock
Textbook: Advertising and Promotion: An Integrated Marketing Communications Perspective
Created: 2010-10-21
Size: 80 flashcards
Views: 23
Textbook:
Advertising and Promotion: An Integrated Marketing Communications PerspectiveCreated: 2010-10-21
Size: 80 flashcards
Views: 23
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
Naj