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Media and Media Planning

Media Terminology
Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts

Media Terminology
Print Media Media Vehicle Reach Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period

Coverage

Frequency

Media Planning
Media Planning = Selection + Scheduling Factors Influencing Media Planning Decisions
v v v v v v v Target Market Profile Looking at Brand/Product Dynamics The Creative Execution Budget Considerations and Media Deals The Competitive Situation Availability and Timing Considerations Cost Efficiency (CPM = Cost per thousand (CPM): cost of reaching 1,000 members of target audience with media vehicle(s) or plan)

Media Selection
Media are evaluated based on selectivity There are two types of selectivity: Class Selectivity is the ability of a medium to reach the target market without waste Geographic Selectivity is the ability of a medium to cover a particular geographic area without spillover How would you rate the different major media in terms of class and geographic selectivity?

Media Scheduling
Reach (% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame) + Frequency (average number of times target is likely to be exposed to the ad in a given time frame)

100%

The Difference between Reach and Frequency

Media Scheduling Contd

(how long the campaign runs)

Reach + Frequency + Continuity

100%

Media Scheduling Contd

(the attention-getting ability of the media vehicle(s) selected to run the ad)

Reach + Frequency + Continuity + Dominance/Impact

100%

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

Evaluating the Media Plan

v Follow up
v Measuring the impact: Test consumer awareness of campaign before, during, and after Sales data Compare actual reach/frequency figures to proposed estimates