Slide 1

Report
10
Media Planning and Strategy
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Developing a Media Plan
Analyze the market
Establish media objectives
Develop/implement media strategy
Evaluate performance
10-2
Using Index Numbers
Index Number
Index =
Percentage of users
in a demographic segment
Percentage of population
in the same segment
X 100
10-3
Using the Brand Development Index
Brand Development Index
BDI =
Percentage of brand to total
U.S. sales in market
Percentage of total U.S.
population in market
X 100
10-4
Using the Category Development Index
Category Development Index
Percentage of total product
category sales in market
CDI =
Percentage of total U.S.
population in market
X 100
10-5
Using BDI and CDI
10-6
Developing Media Strategies
• Criteria to consider during plan development
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The media mix
Target market coverage
Geographic coverage
Scheduling
Reach and frequency
Recency
Creative aspects and mood
Flexibility
Budget
10-7
Scheduling Methods
Continuity
Flighting
Pulsing
Jan
Feb Mar
Apr May Jun
Jul
Aug Sep Oct Nov Dec
10-8
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
Marketing Factors Determining Frequency
Marketing
Factors
Brand
Loyalty
Brand
History
Share of
Voice
Brand
Share
Usage
Cycle
Purchase
Cycles
Target
Group
10-10
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
10-11
Media Factors Determining Frequency
Clutter
Repeat
Exposure
Scheduling
Media
Factors
Editorial
Environment
Attentiveness
Number of
Media Used
10-12
Determining Relative Cost of Print Media
Cost per thousand (CPM)
CPM =
Cost of ad space
(absolute cost)
Circulation
X 1,000
10-13
Determining Relative Cost of Broadcast Media
Cost per rating point (CPRP)
CPRP =
Cost of commercial time
Program rating
10-14
Determining Newspaper Advertising Costs
Daily Inch Rate
Cost of ad space x 1,000
Circulation
10-15

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