Media Planning and Strategy

Media Terminology

• Media Planning - A series of decisions involving the delivery of messages to audiences.
• Media Objectives - Goals to be attained by the media strategy and program.
• Media Strategy - Decisions on how the media objectives can be attained.
• Media - The various categories of delivery systems, including broadcast and print media.
• Broadcast Media - Either radio or television network or local station broadcasts.
• Print Media - Publications such as newspapers and magazines.
• Media Vehicle - The specific message carrier, such as the Washington Post or 60 Minutes.
• Coverage - The potential audience that might receive the message through the the vehicle.
• Reach - The actual number of individual audience members reached at least once by the vehicle in a given period of time.
• Frequency - The number of times the receiver is exposed to vehicle in a specific time period.

Problems in Media Planning

• Lack of information
• Inconsistent terms
• Serious time pressure
• Measurement problems

Developing the Media Plan

MRI Report on Cell Phone Users

3.1 of all adults purchased a cellular phone in the past year.Of this group woman account for 51.1%; 36.4% graduated from college; 26.0% are age 25 to 34; and 15.1%have $50,000 to $59,9999 household income.Members of this groupare 62% more likely than average adults to have purchased a cellular phone in the past year.

Where to Promote?

Brand and Category Analysis

Media Planning Criteria Considerations

• The media mix
• Target market coverage
• Geographic coverage
• Scheduling
• Reach versus frequency
• Creative aspects and mood
• Flexibility
• Budget considerations

Target Audience Coverage

Three Scheduling Methods

Reach and Frequency

Graph of Effective Reach

Effects of Reach and Frequency

1. One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
2. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.
3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.
4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
5. Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important
6. Frequency response principles or generalizations do not vary by medium.
7. The data strongly suggest that wearout is not a function of too much frequency. It is more of a creative or copy problem.

Marketing Factors Important to Determining Frequency

• Brand history
• Brand share
• Brand loyalty
• Purchase cycles
• Usage cycle
• Competitive share of voice
• Target group

Message or Creative Factors Important to Determining Frequency

• Message complexity
• Message uniqueness
• New vs. continuing campaigns
• Image versus product sell
• Message variation
• Wearout
• Advertising units

Media Factors Important to Determining Frequency

• Clutter
• Editorial environment
• Attentiveness
• Scheduling
• Number of media used
• Repeat Exposures

Determining Relative Cost of Media

Television Characteristics

Radio Characteristics

Magazines Characteristics

Newspapers Characteristics

Outdoor Characteristics

Direct Mail Characteristics

Internet / Interactive Media Characteristics