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Media Planning, Objectives, and Strategy For Advertising and Promoting The Brand

This chapter discusses media planning, including defining media objectives and strategies. It covers measured media like television, radio, newspapers and magazines as well as unmeasured media such as direct mail, promotion and catalogs. The key aspects of a media plan are specifying the media vehicles to reach the target audience. Media choices involve assessing the media mix, efficiency, and competitiveness. Media strategies focus on reach, frequency, continuity and message weight. The chapter also addresses media scheduling, buying, and challenges in the evolving media landscape.

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Naman Gupta
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92 views

Media Planning, Objectives, and Strategy For Advertising and Promoting The Brand

This chapter discusses media planning, including defining media objectives and strategies. It covers measured media like television, radio, newspapers and magazines as well as unmeasured media such as direct mail, promotion and catalogs. The key aspects of a media plan are specifying the media vehicles to reach the target audience. Media choices involve assessing the media mix, efficiency, and competitiveness. Media strategies focus on reach, frequency, continuity and message weight. The chapter also addresses media scheduling, buying, and challenges in the evolving media landscape.

Uploaded by

Naman Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 14

Chapter 14

Media Planning,
Objectives, and
Strategy for
Advertising and
Promoting the Brand
Measured and Unmeasured
Media
Measured Media Unmeasured Media

•Television •Direct mail


•Radio • Promotion
•Newspapers • Co-op
•Magazines • Couponing
•The Internet • Catalogs
•Outdoor media • Special events

Chapter 14: Media Planning 2


Media Planning
• Media Plan
– Specifies media in which advertising
message will be placed to reach a desired
audience
• Media Class
– Broad category of media, such as TV,
radio, or newspapers
• Media Vehicle
– Specific option within a class, i.e., Vogue

Chapter 14: Media Planning 3


The Media Plan
Media Objectives Media Choices
a. Reach the target audience a. Media mix
b. Geographic scope of placement b. Media efficiency (CPM, CPRP)
c. Message weight c. Competitive media assessment

Media Strategies
a. Reach and frequency
b. Continuity Media Scheduling and Buying
c. Audience duplication
d. Length / size of advertisements

Chapter 14: Media Planning 4


Media Objectives
1. Reach the target audience
• Demographic, geographic, lifestyle / attitude define
choices
• Single-source tracking services help identify effect
of placements

2. Geographic scope of media placement


• Distribution area determines media choice
• Geo-targeting of regions of high-purchase
density

3. Message weight
• Gross impressions, message impressions
• Between-vehicle / within-vehicle duplication

Chapter 14: Media Planning 5


Media Strategies

Reach and Frequency: Continuity:


• Gross rating points (GRP) • Continuous scheduling
• Effective frequency • Flighting
• Effective reach • Pulsing

Length or Size of Ads:


• Creative requirements
• Media budget
• Competitive environment

Chapter 14: Media Planning 6


Media Choices: Media Mix
Concentrated: Assorted:
• May allow dominance in one • Allows individual targeting of
medium diverse market segments

•Heightened brand familiarity, •Messages in different


especially within low exposure media may enhance learning
markets
• Increases reach compared
• High-visibility media help with concentrated placement
create trade channel loyalty,
enthusiasm and preference • Greater probability of reaching
diverse media audiences
• Concentrated media buys may
result in volume discounts

Chapter 14: Media Planning 7


Media Choices: Media
Efficiency
cost of media buy
CPM = total audience
X 1000

cost of media buy


CPM-TM = targeted audience
X 1000

$$$ for a program placement


CPRP = program rating

Chapter 14: Media Planning 8


Media Choices: Internet
1. Covered in detail in Chapter 16
2. Growth in use but not in rates
3. Difficulty in assessing size of audience

4. Hard to determine what kinds of “ads”


really work on the Internet

Chapter 14: Media Planning 9


Media Choices:
Competitive Media
Assessment
1. Share of Voice: Any one advertisers
brand advertising expenditures relative
to overall spending in a product
category.

2. Particularly important assessment when


all competitors are focused on a narrowly
defined target audience.

Chapter 14: Media Planning


Media Scheduling and
Buying
1. Heavy-up scheduling:
• Heavily scheduling media when consumers
are likely to buy
2. Media buying:
• Securing the electronic media time and print
space specified in the schedule
3. Agency of record
• The advertising agency chosen to purchase
time and space
4. Media-buying service
• An independent organization that buys and
resells blocks of media to advertisers.

Chapter 14: Media Planning


Computer Planning Models
Media planners rely heavily upon
computer databases and custom
analytical software to assess a wide
range of possibilities before making
costly media buys

Electronic Data Services


• Lack industry standards for measures and reports
• May not offer preferable content and depth
• Typically to not analyze media that they do not measure

Chapter 14: Media Planning 12


Challenges

1. The proliferation of media options


2. Insufficient & inaccurate information
3. Escalating media costs
4. Interactive media
5. Media Choice and integrated
brand promotion

Chapter 14: Media Planning 13


IBP Implications
1. Reliance on mass media will be reduced
for more highly targeted vehicles

2. Media impact data will used to compare


placement alternatives

3. Planners become more knowledgeable


about alternative media choices

4. Central control will help to


seamlessly integrate multiple media

Chapter 14: Media Planning 14

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