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Chapter 9 Planning Media Strategy: Disseminating the Message

Chapter 9 Planning Media Strategy: Disseminating the Message. Chapter Overview. How communications media help advertisers achieve marketing and advertising objectives. Chapter Objectives. Describe how a media plan helps accomplish objectives .

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Chapter 9 Planning Media Strategy: Disseminating the Message

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  1. Chapter 9Planning Media Strategy: Disseminating the Message

  2. Chapter Overview How communications mediahelp advertisers achieve marketingand advertising objectives

  3. Chapter Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Define reach & frequencyand debate the effective-frequency controversy Discuss how reach, frequency, and continuity are related Calculate gross rating points and cost per thousand Name secondary research sources and describe their use Describe the different advertising schedules and their purposes

  4. Media Planning: Decisions & Issues Whichmedia? Whattime ofyear? Where? Howoften? How tointegrate?

  5. Increasing Media Options Challenges More competitors Rising costs Media complexity Greater audience fragmentation More media options

  6. Increasing Media Options HBO’s promotions tapped into non-traditional forms of media

  7. Off-the-Wall Media Aerial banners & lights In-flight ads Newspaper bags Transit terminal domination Trash receptacles Kiosks Grocery receipts

  8. Increasing Media Options U.S. Ad Spending by Medium

  9. Media Planning Activities Marketing Plan AdvertisingPlan Set media objectives Determine media strategy Select media classes Select media within classes Media use decisions Print Broadcast Other media Situation Analysis

  10. Defining Media Objectives Target Market Target Audience Income, education, occupation, and social groups Distribution channel Opinion leaders Financialcommunity The media

  11. Defining Media Objectives Audiencesize Messageweight Audienceaccumulation& reach Exposurefrequency Continuity Adimpressions Grossimpressions Gross ratingpoints Message-Distribution Objectives

  12. Defining Media Objectives Combined Reach of Two Media

  13. Optimizing Reach, Frequency, Continuity Reach, frequency, and continuity have an inverse relationship

  14. Optimizing Reach, Frequency, Continuity Recency planning Ad response curve EffectiveReach EffectiveFrequency

  15. The Media Mix (5 Ms) Markets Mechanics Money Media Methodology

  16. Developing a Media Strategy PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors

  17. Developing a Media Strategy Brand Development Index and Category Development Index

  18. Developing a Media Strategy Competition& Budget MediaAvailability &Economics Media &Mood ofMessage PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors

  19. Developing a Media Strategy Oregon Chai positions its beverage as a “break from the everyday”

  20. Developing a Media Strategy MessageSize &Position PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MediaAvailability &Economics Media &Mood ofMessage

  21. Developing a Media Strategy Color and Size vs. Reach and Frequency

  22. Developing a Media Strategy BuyerPurchasePatterns PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MessageSize &Position MediaAvailability &Economics Media &Mood ofMessage

  23. Elements of a Media Strategy Market Definition of target audiences, how to weight them Media Nature of the message, media types to be used Methodology Reach, frequency, and continuity goals Money Budget for each medium,plus effect of restrictions Mechanics Size, timing, and position of message units

  24. Media Tactics Economics ofForeign Media Criteria for SelectingMedia Vehicles Campaign objectives, strategy Synergy of Mixed Media Audience characteristics Exposure, attention, motivation Scheduling Methods Cost efficiency (CPM & CPP)

  25. Scheduling Methods Additional methods: Bursting Roadblocking Blinking

  26. Media Planning Software Scheduling Software Performs tedious number crunching Saves time and money Improves decision making

  27. Media Planning Software Ad for the SRDS Media Planning System

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