MKT 337

PROMOTIONAL
MANAGEMENT

CHAPTER 10

MEDIA PLANNING & STRATEGY

1. Media Plan: An Overview
2. Problems in Media Planning
3. Developing a Media Plan
- Market Analysis
- Establishing Media Objectives
- Media Strategy Development & Implementation
 Media Planning

Media Planning is the series of decisions involved in

delivering the promotional message to the prospective
purchasers and/or users of the product of brand.

For media planning, need MEDIA OBJECTIVE and MEDIA

STRATEGIES to attain these objectives.
 Media Plan: Basic Terminologies

The Medium is the general category of available

Reach is a measure of the number of different delivery systems, which includes broadcast media (like TV
and radio), print media (like newspapers and magazines),
audience members exposed at least once to a media direct mail, outdoor advertising, and other support media.
vehicle in a given period of time.
The Media Vehicle is the specific carrier
Coverage refers to the potential audience that within a medium category. For example, Time and
might receive the message through a vehicle. Newsweek are print vehicles; 20/20 and 60 Minutes
Coverage relates to potential audience; reach refers are broadcast vehicles.
to the actual audience delivered.

Frequency refers to the number of times the

receiver is exposed to the media vehicle in a specified
period.
 Problems in Media Planning
Inconsistent Terminologies
Standard of media measurement is not consistent
Print media (cost per thousand) vs broadcast
media (cost per rating)
Time Pressures
Advertisers hurriedness leads to ineffective
planning and analysis of media selection
decision

Insufficient Information
Some info cannot be measured
Some are expensive to measure
Time of measurement is a problem

Difficulty Measuring
Effectiveness
Measuring effectiveness of Ad and promotion
and media selection is critical as no perfect
recipe
 Developing a Media Plan
2. 3. Media
1. Market Establishing Strategy
Analysis Media Development &
Objectives Implementation
The media mix
To whom we will analyze? Target market coverage
Index number
Geographic coverage
What internal & external factors may Scheduling
influence media plan? Reach and frequency
Brand Development Index (BDI) Recency
When & where we should focus our efforts? Creative aspects and
eographical consideration( sales may be stronger in one area than other,
so allocate ad expenditure according to that)
mood
Brand Development Index (BDI)– specific brand Flexibility
Category Development Index (CDI)– total product category
Budget
 Market Analysis
To Whom Shall We
Advertise?

Index Number
Percentage of users
in a demographic segment
Index = X 100
Percentage of population
in the same segment
Market Analysis
Where Should We Advertise?

Brand Development Index

Percentage of brand to total
U.S. sales in market
BDI = Percentage of total U.S. X 100
population in market

The higher the index number, the more

market potential exists. In this case, the
index number indicates this market has high
potential for brand development
 Market Analysis

Category Development Index

Percentage of total product
category sales in market
CDI = X 100
Percentage of total U.S.
population in market

The CDI provides information on the

potential for development of the total
product category rather than specific
brands.
 Establishing Media Objectives

An example of media objectives is this: Create awareness in the

target market through the following:

Use broadcast media to provide coverage of 80 percent of the target market

over a six-month period.

Reach 60 percent of the target audience at least three times over the same
six month period.

Concentrate heaviest advertising in winter and spring, with lighter emphasis in

summer and fall.
The Media Mix

 For visual demonstration of a product- TV may be

the most effective medium. If the promotional
strategy calls for coupons to stimulate trial, it will
need the print medium. For in depth-information,
Internet may be the best medium.
 Each medium contributes its own distinct
advantages.
 By combining multiple media, marketers can
maximize coverage, reach, and frequency levels
while improving the likelihood of achieving overall
communications and marketing goals.
Target market coverage

 The media planners determine which target market should

receive the most media emphasis.
 The optimum goal is full market coverage but this is a very
optimistic scenario. More realistically, partial market coverage
and coverage exceeding market are more likely to occur.
 The overexposure (coverage exceeding market) is also
known as waste coverage where media coverage exceeds
the targeted audience. If media coverage reaches people
who are not targeted, then it is wasted.
 The goal of the media planner is to extend media coverage to
as many members of the target audience as possible while
minimizing the amount of waste coverage.
Marketing coverage possibilities
Geographic coverage
 Geographically media coverage and promotion should be done
according to the areas where product/service is more popular.

Scheduling
 The primary objective of scheduling is to time promotional efforts
so that they will match with the highest potential buying times.
 For some products, these times are not easy to identify, for others
they are very obvious.
 Three Scheduling methods
1. Continuity schedules keep the brand exposed to consumers throughout the
year. So there is a continuous pattern of advertising, which may mean everyday,
every week or every month.
For example, advertising for goods consumed on a daily basis like food
products,
2. Flighting schedules employ a less regular schedule. It involves spending
money at just certain times of the year and with no advertising at other times.
For seasonal products, such as winter body lotion, snow removal equipment
etc.
3. Pulsing schedules is actually a combination of the first two methods. It
involves continuous advertising during the entire year with bursts of higher
intensity at specific times. For example, advertising of fruit juices, Tang during
Ramadan when some products are more consumed compared to the rest of the
year.
Three methods of promotional scheduling
Reach and frequency
Reach
 Advertisers must decide whether to have the message be seen or
heard by more people
 How much reach is necessary?
 Achieving awareness requires reach that is exposing potential buyers
to the message. New brands or products require very high level of
reach, since the objective is to make all potential buyers aware of the
new entry. High reach is also desired at later stage of hierarchy. For
example, at the trial stage of adoption hierarchy, a promotional
strategy must use coupons or free samples.
 The objective is to reach large number of people with these samples,
make them learn about the product, try and develop favorable
attitudes toward it, ultimately leading to purchase.
Reach and frequency

 What frequency level is needed?

 Frequency is the number of times one is exposed to
the media vehicle in a specified time period, not
necessarily to the ad itself.
 Marketers have always known that everyone who is
watching the program is not going to stay in the room to
watch the commercials. Some will even skip ads.
 The objective is to make people stay in the room and
watch ads so marketers continuously seek to find ways
to do so.
Reach and frequency

 Gross Ratings Points (GRP): a summary measure that

combines the program rating and the average number of
times the people are reached during this period (frequency of
exposure) is a commonly used reference point known as
GRP. GRPs are based on the total audience the media
schedule may reach using a duplicated reach estimate.
GRP = Reach x Frequency
 Target Rating Points (TRP): it refers to the number of
people in the primary target audience the media buy will
reach and the number of times. Unlike GRP, TRP does not
include waste coverage.
Recency

 Theidea that one exposure to an ad

had a greater impact than additional
exposures did- if it was shown in the
week preceding a purchase.
 Creative aspects and mood

 Creative aspects: It is possible to increase the success of a product

significantly through a strong creative campaign. And an effective
medium must be employed to implement that campaign.
 Mood: certain media enhances the creativity of the message
because they create a mood that carries over to the communication.
For example, Travel & Leisure magazines.
 Flexibility
 An effective media strategy requires a degree of flexibility. Because of the rapidly changing
marketing environment, strategies need to be modified. Flexibility my be needed to address the
followings:
1. Market opportunities: the development of a new advertising medium may offer an opportunity
that was not previously available.
2. Market threats: if a competitor changes its media strategy to gain an edge, other companies
must respond to this challenge.
3. Availability of media: companies should always have an alternative media planned in case of
unavailability of media time and space, inability to reach some geographic areas that certain
media do not reach.
4. Changes in media or media vehicles: cable TV and the Internet have led many consumer
companies to adopt this medium while a number of new technologies like smart phones, tablets
have provided additional options.
 Budget considerations

Determining Relative Cost of Print Media

Cost per thousand (CPM): for years, the magazine industry had provided cost
breakdowns on the basis of cost per thousand people reached.

CPM = Cost of ad space (absolute cost) x 1,000 / Circulation

 Per page cost = $287,440

 Circulation = 3,250,000
 CPM = $88.44
 Budget considerations
Determining Relative Cost of Broadcast Media
 Cost per ratings point (CPRP): the broadcast media provide a
different comparative cost figure, based on the following formula:

CRPP = Cost of commercial time / Program rating

 Cost per spot ad = $10,000 (CSI); $7,500 (Survivor)

 Rating = 18; 17
 CPRP = $555; $441.
Determining Newspaper Advertising Costs

Daily Inch Rate

Cost of ad space x 1,000

Circulation
Evaluation and follow-up

 It is important to measuring the effectiveness of

strategies being implemented and marketers must
consider two factors:
1. How well did these strategies achieve the media
objectives?
2. How well did this media plan contribute to attaining
the overall marketing and communication objectives?
 If the strategies were successful they should be
used in future plans. If not, their flaws should be
analyzed.