Media Planning And Strategy.ppt r6c40
This document was ed by and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this report form. Report 3b7i
Overview 3e4r5l
& View Media Planning And Strategy.ppt as PDF for free.
More details w3441
- Words: 978
- Pages: 27
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 Broadcast Media
Various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
Media Terminology Print Media
Publications, such as newspapers, magazines, direct mail, outdoor, etc.
Media Vehicle
The specific carrier within a medium category
Reach
Number of different audience exposed at least once in a time period
Coverage
The potential of audience that might receive the message through the vehicle
Frequency
Number of times the receiver is exposed to the media vehicle in a time period
Developing the Media Plan Situation analysis
Marketing strategy plan
Creative strategy plan
Setting media objectives
Determining media strategy Selecting broad media classes Selecting media within class Media use decision — broadcast
Media use decision — print
Media use decision — other media
Developing a Media Plan
Analyze the market Establish media objectives Develop media strategy Implement media strategy Evaluate performance
Analyzing Market Potential Indicator of the potential of the market
Index Number
Index =
Percentage of s in a demographic segment Percentage of population in the same segment
X 100
• Index no. over 100 – use of product is proportionately greater in that segment • 100 - average
Brand and Category Analysis • Determine sales potential for that brand in that market area
Brand Development Index
BDI =
Percentage of brand to total sales in market Percentage of total population in market
• Higher index – more potential
X 100
Brand and Category Analysis • Potential for development of total product category rather than specific brands
Category Development Index Percentage of total product category sales in market CDI =
Percentage of total population in market
X 100
Brand and Category Analysis
High CDI
Low BDI
High market share Good market potential
Low market share Good market potential
Low CDI
High BDI
High market share Monitor for sales decline
Low market share Poor market potential
Brand and Category Analysis
Low CDI
High CDI
High BDI
Low BDI
The market usually represents good sales potential for both the product and the brand.
The product category shows high potential but the brand isn’t doing well; the reason should be determined.
The category isn’t selling well but the brand is; may be a good market in which to but should be monitored for sales decline.
Both the product category and the brand are doing poorly; not likely to be a good place to .
Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Market Proportion
Full Market Coverage
Partial Market Coverage
Coverage Exceeding Market
Three Scheduling Methods Time promotional offers so that they will coincide with highest potential buying times
Continuity
Flighting
Pulsing
Jan
Feb Mar
Apr May Jun
Jul
Aug Sep Oct Nov Dec
Reach and Frequency A. Reach of One Program
C. Duplicated Reach of Both
B. Reach of Two Programs
D. Unduplicated Reach of Both
Rating points Media buyer uses numerical indicator to know how many potential audience are exposed to a series of commercials •Gross Rating Points (GRPs) – combines program rating and avg. no. of times the home is reached during this period GRP = Reach X Frequency •Target Rating Points (TRPs) – no. of people in primary target audience the media buy will reach and the number of times. Does not include waste coverage
Marketing Factors Determining Frequency
Marketing Factors
Brand Loyalty
Brand History
Share of Voice
Brand Share
Usage Cycle
Purchase Cycles
Target Group
Message Factors Determining Frequency
Message or Creative Factors
Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units
Media Factors Determining Frequency
Clutter Repeat Exposure
Scheduling
Media Factors Editorial Environment
Attentiveness
Number of Media Used
Determining Relative Cost of Print Media Magazine industry provides cost breakdowns on the basis of cost per thousand people reached
Cost per thousand (M) M =
Cost of ad space (absolute cost)
Circulation
X 1,000
Newspapers used daily inch rate – cost per column inch of the paper
Determining Relative Cost of Broadcast Media Broadcast media provides a different comparative cost formula
Cost per rating point (RP) RP =
Cost of commercial time Program rating
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
Television Pros and Cons Advantages Mass coverage High reach
Disadvantages Sight, sound, motion
High prestige
Low selectivity
Short message life
Low cost per exposure
High absolute cost
Attention getting
High production cost
Favorable image
Clutter
Radio Pros and Cons Advantages Local coverage Low cost High frequency Flexible
Disadvantages Audio only Clutter
Low production cost
Low attention getting
Well-segmented audience
Fleeting message
Magazine Pros and Cons
Advantages Segmentation potential Quality reproduction
Disadvantages
High information content
Long lead time for ad placement
Longevity
Visual only
Multiple readers
Lack of flexibility
Newspaper Pros and Cons Advantages High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads)
Disadvantages Short life Clutter Low attention getting
Reader controls exposure
Poor reproduction quality
Can be used for coupons
Selective reader exposure
Outdoor Pros and Cons
Disadvantages Short exposure time
Short ads
Advantages Location specific High repetition Easily noticed
Poor image Local restrictions
Direct Mail Pros and Cons
Advantages High selectivity Reader controls exposure
Disadvantages
High information content
High cost per
Repeat exposure opportunities
Poor image (junk mail) Clutter
Internet Pros and Cons
Advantages
Disadvantages
selects product information
Limited creative capability
attention and involvement
Websnarl
Interactive relationship
Technology limitations
Direct selling potential
Few measurement techniques
Flexible message platform
Limited reach
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 Broadcast Media
Various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
Media Terminology Print Media
Publications, such as newspapers, magazines, direct mail, outdoor, etc.
Media Vehicle
The specific carrier within a medium category
Reach
Number of different audience exposed at least once in a time period
Coverage
The potential of audience that might receive the message through the vehicle
Frequency
Number of times the receiver is exposed to the media vehicle in a time period
Developing the Media Plan Situation analysis
Marketing strategy plan
Creative strategy plan
Setting media objectives
Determining media strategy Selecting broad media classes Selecting media within class Media use decision — broadcast
Media use decision — print
Media use decision — other media
Developing a Media Plan
Analyze the market Establish media objectives Develop media strategy Implement media strategy Evaluate performance
Analyzing Market Potential Indicator of the potential of the market
Index Number
Index =
Percentage of s in a demographic segment Percentage of population in the same segment
X 100
• Index no. over 100 – use of product is proportionately greater in that segment • 100 - average
Brand and Category Analysis • Determine sales potential for that brand in that market area
Brand Development Index
BDI =
Percentage of brand to total sales in market Percentage of total population in market
• Higher index – more potential
X 100
Brand and Category Analysis • Potential for development of total product category rather than specific brands
Category Development Index Percentage of total product category sales in market CDI =
Percentage of total population in market
X 100
Brand and Category Analysis
High CDI
Low BDI
High market share Good market potential
Low market share Good market potential
Low CDI
High BDI
High market share Monitor for sales decline
Low market share Poor market potential
Brand and Category Analysis
Low CDI
High CDI
High BDI
Low BDI
The market usually represents good sales potential for both the product and the brand.
The product category shows high potential but the brand isn’t doing well; the reason should be determined.
The category isn’t selling well but the brand is; may be a good market in which to but should be monitored for sales decline.
Both the product category and the brand are doing poorly; not likely to be a good place to .
Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Market Proportion
Full Market Coverage
Partial Market Coverage
Coverage Exceeding Market
Three Scheduling Methods Time promotional offers so that they will coincide with highest potential buying times
Continuity
Flighting
Pulsing
Jan
Feb Mar
Apr May Jun
Jul
Aug Sep Oct Nov Dec
Reach and Frequency A. Reach of One Program
C. Duplicated Reach of Both
B. Reach of Two Programs
D. Unduplicated Reach of Both
Rating points Media buyer uses numerical indicator to know how many potential audience are exposed to a series of commercials •Gross Rating Points (GRPs) – combines program rating and avg. no. of times the home is reached during this period GRP = Reach X Frequency •Target Rating Points (TRPs) – no. of people in primary target audience the media buy will reach and the number of times. Does not include waste coverage
Marketing Factors Determining Frequency
Marketing Factors
Brand Loyalty
Brand History
Share of Voice
Brand Share
Usage Cycle
Purchase Cycles
Target Group
Message Factors Determining Frequency
Message or Creative Factors
Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units
Media Factors Determining Frequency
Clutter Repeat Exposure
Scheduling
Media Factors Editorial Environment
Attentiveness
Number of Media Used
Determining Relative Cost of Print Media Magazine industry provides cost breakdowns on the basis of cost per thousand people reached
Cost per thousand (M) M =
Cost of ad space (absolute cost)
Circulation
X 1,000
Newspapers used daily inch rate – cost per column inch of the paper
Determining Relative Cost of Broadcast Media Broadcast media provides a different comparative cost formula
Cost per rating point (RP) RP =
Cost of commercial time Program rating
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
Television Pros and Cons Advantages Mass coverage High reach
Disadvantages Sight, sound, motion
High prestige
Low selectivity
Short message life
Low cost per exposure
High absolute cost
Attention getting
High production cost
Favorable image
Clutter
Radio Pros and Cons Advantages Local coverage Low cost High frequency Flexible
Disadvantages Audio only Clutter
Low production cost
Low attention getting
Well-segmented audience
Fleeting message
Magazine Pros and Cons
Advantages Segmentation potential Quality reproduction
Disadvantages
High information content
Long lead time for ad placement
Longevity
Visual only
Multiple readers
Lack of flexibility
Newspaper Pros and Cons Advantages High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads)
Disadvantages Short life Clutter Low attention getting
Reader controls exposure
Poor reproduction quality
Can be used for coupons
Selective reader exposure
Outdoor Pros and Cons
Disadvantages Short exposure time
Short ads
Advantages Location specific High repetition Easily noticed
Poor image Local restrictions
Direct Mail Pros and Cons
Advantages High selectivity Reader controls exposure
Disadvantages
High information content
High cost per
Repeat exposure opportunities
Poor image (junk mail) Clutter
Internet Pros and Cons
Advantages
Disadvantages
selects product information
Limited creative capability
attention and involvement
Websnarl
Interactive relationship
Technology limitations
Direct selling potential
Few measurement techniques
Flexible message platform
Limited reach
Related Documents 3m3m1z
Media Planning And Strategy.ppt r6c40
November 2019 77
Media Planning,buying And Scheduling f382i
December 2021 0
Media Planning And Concepts 5w686f
December 2019 38
Media Planning And Event Management 5n4e5w
October 2019 87
Media Planning Proposal 6h2y3l
July 2021 0
Media Planning Assignment 5v6720
October 2019 62More Documents from "Abhishek Pratap Singh" 5h2b1x
Retail Pricing.ppt 3h6d4p
December 2019 20
Creativity In Advertising.ppt 6e6n5f
November 2019 26
Media Planning And Strategy.ppt r6c40
November 2019 77
Store Location.ppt 5ar3r
January 2022 0
Harmonious-construction.pdf 386p39
December 2019 29