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Media Planning and Strategy

10. Media Planning and Strategy. Developing a Media Plan. Analyze the market. Establish media objectives. Develop/implement media strategy. Evaluate performance. 10- 2. Using Index Numbers. Index Number. Percentage of users in a demographic segment. X 100. Index =.

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Media Planning and Strategy

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  1. 10 Media Planning and Strategy

  2. Developing a Media Plan Analyze the market Establish media objectives Develop/implement media strategy Evaluate performance 10-2

  3. Using Index Numbers Index Number Percentage of users in a demographic segment X 100 Index = Percentage of population in the same segment 10-3

  4. Using the Brand Development Index Brand Development Index Percentage of brand to total U.S. sales in market BDI = X 100 Percentage of total U.S. population in market 10-4

  5. Using the Category Development Index Category Development Index Percentage of total product category sales in market CDI = X 100 Percentage of total U.S. population in market 10-5

  6. Using BDI and CDI 10-6

  7. 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 10-7

  8. Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 10-8

  9. Ratings Points • Gross ratings points (GRPs) • GRP = Reach X Frequency • Target ratings points (TRPs) • The number of people in the primary target audience the media buy will reach • The number of times they will be reached 10-9

  10. Marketing Factors Determining Frequency Brand Loyalty Brand Share Usage Cycle Brand History Share of Voice Purchase Cycles Target Group Marketing Factors 10-10

  11. Message Factors Determining Frequency Message Complexity Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Message or Creative Factors 10-11

  12. Media Factors Determining Frequency Clutter Scheduling Repeat Exposure Attentiveness Editorial Environment Number of Media Used Media Factors 10-12

  13. Determining Relative Cost of Print Media Cost per thousand (CPM) Cost of ad space (absolute cost) CPM = X 1,000 Circulation 10-13

  14. Determining Relative Cost of Broadcast Media Cost per rating point (CPRP) Cost of commercial time CPRP = Program rating 10-14

  15. Determining Newspaper Advertising Costs Daily Inch Rate Cost of ad space x 1,000 Circulation 10-15

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