Media Planning and Strategy

Transcription

1 The Traditional Landscape Planning and Strategy Satellite radio stations 2 Broadcast networks (TV and cable) 100 TV stations 3,510 Prof. Pierre Xiao LU, Fudan University Consumer magazines 5,340 Newspapers (daily and weekly) 8,100 Radio stations 13,898 Terminology Terminology Planning A series of decisions involving the delivery of messages to audiences Print Publications such as newspapers, magazines, direct mail, outdoor, etc. Objectives Goals to be attained by the media strategy and program Vehicle The specific carrier within a medium category Strategy Decisions on how the media objectives can be attained Reach Number of different audience members exposed at least once in a given time period The various categories of delivery systems, including broadcast and print media The potential audience that might receive the message through the vehicle Broadcast Either radio or television network or local station broadcasts Frequency The number of times the receiver is exposed to the media vehicle in a specific time period Developing the Plan Planning Difficulties Situation analysis ing strategy plan Creative strategy plan Measurement Problems Lack of Information Setting media objectives Determining media strategy Selecting broad media classes Problems in Planning Selecting media within class use decision broadcast use decision print use decision other media Time Pressure Inconsistent Terms 1

2 Developing the Plan Analyze the market Establish media objectives Develop media strategy Implement media strategy Development Index Percentage of brand to sales in THE market area BDI = Percentage of total X 100 population in THE market area Evaluate performance 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Example Category Development Index Percentage of total product category sales in market CDI = Percentage of total X 100 population in market CDI = percentage of product category sales in Utah/Idaho Percentage of total US population in Utah/Idaho =1 %/1% * 100 = 100 BDI = percentage of total brand sales in Utah/Idaho percentage of total U.S. population in Utah/Idaho =2%/1% = 200 Low CDI High CDI High BDI High market share Good market potential High market share Monitor for sales decline Low BDI Low market share Good market potential Low market share Poor market potential Low CDI High CDI High BDI The market usually represents good sales potential for both the product and the brand. The category isn t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline. Low BDI The product category shows high potential but the brand isn t doing well; the reason should be determined. Both the product category and the brand are doing poorly; not likely to be a good place to advertise. 2

3 Target Audience Three Scheduling Methods Population excluding target market Target market coverage overexposure Continuity Flighting Target Proportion Full Partial Exceeding Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Reach and Frequency ing Determining Frequency A. Reach of One Program B. Reach of Two Programs ing Total market audience reached C. Duplicated Reach of Both Total market audience reached D. Unduplicated Reach of Both Loyalty Share Usage Cycle History Share of Voice Purchase Cycles Target Group Total reached with both shows Total reach less duplicate Message Determining Frequency Determining Frequency Message or Creative Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Scheduling Repeat Exposures Message Variation Wearout Advertising Units Attentiveness Number of Used Editorial Environment 3

4 Flexibility in Planning Strategies Determining Relative Cost of -Print opportunities threats Cost per thousand (CPM) Flexibility Cost of ad space CPM = (absolute cost) X 1,000 Circulation Changes in media or media vehicle Availability of media Calculating CPM Based on the Target Audience Television Pros and Cons Mass coverage Low selectivity High reach Impact of sight, sound and motion High prestige Low cost per exposure Short message life High absolute cost High production cost Attention getting Favorable image Radio Pros and Cons Local coverage Audio only Low cost High frequency Low attention getting Flexible Fleeting message Low production cost Magazine Pros and Cons Segmentation potential Quality reproduction High information content Longevity Multiple readers Long lead time for ad placement Visual only Lack of flexibility Well-segmented audience 4

5 Newspaper Pros and Cons High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Short life Low attention getting Poor reproduction quality Selective reader exposure Outdoor Pros and Cons Location specific Short exposure time High repetition Short ads Easily noticed Poor image Local restrictions Reader controls exposure Can be used for coupons Direct Mail Pros and Cons High selectivity High cost per contact Reader controls exposure Poor image (junk mail) Internet Pros and Cons User selects product Limited creative information capabilities User attention and involvement Websnarl (crowded access) High information content Interactive relationship Technology limitations Repeat exposure opportunities Direct selling potential Few valid measurement techniques Flexible message platform Limited reach 5