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Media Strategy & Planning

Chapters 14 & 15 with DuaneWeaver

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MEDIA PLANNING - Changes

Agency Compensation (15%statnow negotiated individually)

More Media (e.g. internet)

Media outlets are large andpowerful now

Thinner margins for MediaAgencies

ROI more important

Globalization

Consumers get Free Content E-Commerce

Hyper-Clutter

Ethnic Media (on the increase)

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Media Planning Process

Media Plan specifies the

media for messages totarget audience

Media Class broad categoryof media (tv, radio, etc.)

Media Vehicle that particularclasss option (e.g. NanaimoDaily News for newspaper)

Media Mix the effective blendof media used to obtain bestGRP (reach and frequency).

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Reach and Frequency

Reach number of people or households ina target audience that are exposed to the

vehicle.

Frequency average number of times anindividual or household within the target

audience is exposed to the vehicle within agiven time period.

GRP = Gross Rating Point = reach Xfrequency

Effective Frequency number of times atarget audience needs to be exposedbefore the advertisers objectives are

reached.

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Reach and Frequency

Continuity pattern of placement of

advertisements in the media schedule: Continuous

Flighting

Pulsing

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MEASURING MEDIA EFFICIENCY

CPM (Cost Per Thousand) dollarcost of reaching 1,000

CPM-TM (CPM per Target Market)see p. 504 for example

CPRP (Cost per Rating Point) seep. 504 for example

Share of Voice = one brands adexpenditures divided by totalproduct category expenditures ina medium (see p. 510 forexample)

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Discussion Questions

Question 2, p. 518

Question 5, p. 518

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MEDIA TYPES - Newspapers

Advantages Geographic Selectivity

Timeliness

Creative Opps (lots of info atlow cost)

Credibility

Audience Interest

Cost (low cost)

Disadvantages Limited Segmentation

Creative constraints (lowquality print medium)

Cluttered

Short Life

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Media Types - Magazines

Advantages

Audience SelectivityAudience Interest

Creative Opportunities (betterquality printing)

Long Life (saved issue by issueby subscribers)

Disadvantages

Limited reach and frequency

Clutter

Long lead times

Cost (more expensive thannewspaper)

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Media Types TV

TV advantages

Creative opps Coverage, Reach, Repetition

Cost per contact (for broadmasses)

Audience Selectivity TV disadvantages

Fleeting Message

High Absolute cost

Poor Geographic selectivity

Poor Audience attitude andattentiveness

Clutter

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Types of Advertising - Radio

Advantages

Cost (tends to be most costeffective per target audience)

Reach and Frequency widestexposure (portable medium)

Target Audience Selectivitygeographic, demographic andpsychographic

Disadvantages

Poor audience attentiveness Creative limitations

Fragmented audiences

Chaotic buying procedures

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Discussion Questions

P. 556

Question 1 Question 6

Question 7

Question 8

Question 9