IMC Model of Communication

Media Planningand Strategy 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Terminology 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMediaPlanningMediaObjectivesMediaStrategyMediaBroadcastMedia

Media Terminology 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPrintMediaMedia VehicleReachCoverageFrequency

Selecting Media Within ClassDetermining Media StrategySelecting Broad Media ClassesDeveloping the Media Plan 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSetting Media ObjectivesMarketing Strategy PlanSituation AnalysisCreative Strategy PlanSituation Analysis

Developing the Media PlanSituation AnalysisTo understand the marketing problem. An analysis is made of a company and its competitors on the basis of:-Size and Share of total marketSales History, Costs, and Profits.Methods of SellingDistribution practicesUse of advertisingNature of the Product

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media PlanMarketing Strategy PlanTo plan activities that will solve one or more of the marketing problems. Includes the determination of:-Marketing ObjectiveProduct and spending strategyWhich elements of the marketing mix are to be used.Identification of Best Market segments.


Developing the Media PlanCreative strategy planTo determine what to communicate through advertisements. Include the determination of:-How product can meet consumer needsHow product will be positioned in advertisementsSpecific objectives of each advertisementNumber and sizes of advertisement.


InconsistentTermsLack of InformationMeasurement ProblemsMedia Planning Difficulties 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinProblemsin MediaPlanning

Analyze the MarketAnalyze the MarketDeveloping the Media Plan 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Brand and Category Analysis 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinBrand Development Index

Brand and Category Analysis 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinCategory Development Index

High market shareGood market potentialHigh market shareGood market potentialBrand and Category Analysis 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinLow CDIHigh CDIHigh BDILow market share Good market potentialLow market share Good market potentialLow BDIHigh market shareMonitor for sales declineHigh market shareMonitor for sales declineLow market sharePoor market potential

The market usually represents good sales potential for both the product and the brand.The market usually represents good sales potential for both the product and the brand.Brand and Category Analysis 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinLow CDIHigh CDIHigh BDIThe product category shows high potential but the brand isnt doing well; the reason should be determined.The product category shows high potential but the brand isnt doing well; the reason should be determined.Low BDIThe category isnt selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.The category isnt selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.Both the product category and the brand are doing poorly; not likely to be a good place to advertise.

Target Audience Coverage 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPopulation excluding target marketTarget marketMedia coverageMedia overexposure

Three Scheduling Methods 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinJanFebMarAprMayJunJulAugSepOctNovDec

Scheduling MethodsContinuityRefers to continuous pattern of advertising, which may mean every day, every week, or every month.Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.


Scheduling MethodsFlightingA less regular scheduleAt some time periods there are heavier promotional expenditures, and at others there may be no advertising.Seasonality factor


Scheduling MethodsPulsingIs a combination of first two methods.In a pulsing strategy continuity is maintained, but a certain times promotional efforts are stepped up.


Purchase CyclesShare of VoiceBrand HistoryUsage CycleBrand ShareBrand LoyaltyMarketing Factors Determining Frequency 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMarketing Factors

WearoutMessage VariationImage Versus Product SellNew Vs. Continuing CampaignsMessage UniquenessMessage ComplexityMessage Factors Determining Frequency 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMessageor Creative Factors

AttentivenessNumber of Media UsedEditorial EnvironmentRepeat ExposuresClutterMedia Factors Determining Frequency 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMedia Factors

Short Message LifeHigh Production CostLow SelectivityHigh Absolute CostClutterMass CoverageHigh ReachImpact of Sight, Sound and MotionHigh PrestigeLow Cost Per ExposureAttention GettingFavorable ImageHigh Production CostHigh Absolute CostShort Message LifeLow SelectivityFavorable ImageAttention GettingLow Cost Per ExposureHigh PrestigeImpact of Sight, Sound and MotionHigh ReachMass CoverageTelevision Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

ClutterFleeting MessageAudio OnlyLow Attention GettingLocal CoverageLow CostHigh FrequencyFlexibleLow Production CostWell-segmented AudienceLow Attention GettingClutterAudio OnlyWell-segmented AudienceLow Production CostFlexibleHigh FrequencyLow CostLocal CoverageRadio Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

Visual OnlyLong Lead Time for Ad PlacementLack of FlexibilitySegmentation PotentialQuality ReproductionHigh Information ContentLongevityMultiple ReadersVisual OnlyLong Lead Time for Ad PlacementMultiple ReadersLongevityHigh Information ContentQuality ReproductionSegmentation PotentialMagazine Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

ClutterPoor Reproduction QualityShort LifeLow Attention GettingHigh CoverageLow CostShort Lead Time for Placing AdsAds Can Be Placed in Interest SectionsTimely (Current Ads)Reader Controls ExposureCan Be Used for CouponsSelective Reader ExposurePoor Reproduction QualityLow Attention GettingClutterShort LifeCan Be Used for CouponsReader Controls ExposureTimely (Current Ads)Ads Can Be Placed in Interest SectionsShort Lead Time for Placing AdsLow CostHigh CoverageNewspaper Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

Short AdsLocal RestrictionsSort Exposure TimePoor ImageLocation SpecificHigh RepetitionEasily NoticedPoor ImageShort AdsSort Exposure TimeEasily NoticedHigh RepetitionLocation SpecificOutdoor Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

Poor Image (Junk Mail)High Cost Per ContactClutterHigh SelectivityReader Controls ExposureHigh Information ContentRepeat Exposure OpportunitiesPoor Image (Junk Mail)High Cost Per ContactRepeat Exposure OpportunitiesHigh Information ContentReader Controls ExposureHigh SelectivityDirect Mail Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

Websnarl (Crowded Access)Few Valid Measurement TechniquesLimited Creative CapabilitiesTechnology LimitationsLimited ReachUser Selects Product InformationUser Attention and InvolvementInteractive RelationshipDirect Selling PotentialFlexible Message PlatformFew Valid Measurement TechniquesTechnology LimitationsWebsnarl (Crowded Access)Limited Creative CapabilitiesFlexible Message PlatformDirect Selling PotentialInteractive RelationshipUser Attention and InvolvementUser Selects Product InformationInternet Pros and Cons 2003 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvantagesDisadvantages

*Chapter TenMedia Planning and Strategy 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Relation to text This slide relates to the material on pp. 301-302 of the text.Summary Overview This slide shows some of the various terms used in media planning and strategy. They include:Media planning decisions involved in delivering the message to the audience.Media objectives goals of the media strategyMedia strategy plans of actions to attain the media strategyMedia the various delivery systems including broadcast and printBroadcast media radio or televisionUse of this slide This slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy. *Relation to text This slide relates to material on pp. 301-302 of the text.Summary Overview This slide includes some additional terms used in media planning and strategy. They include:Print Media publications such as magazines and newspapers or direct mailMedia vehicles specific carrier within the media categoryReach number of different audience members exposed at least once to a media vehicle in a given time periodCoverage potential audience that might receive a message through a vehicleFrequency number of times the receiver is exposed to a media vehicle during a specified time periodUse of this slide This slide can be used to introduce, and provide a brief overview of, the basic terms and concepts of media planning and strategy. *Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on pp. 303-305 of the text.Summary Overview This slide shows some of the problems that contribute to the difficulty of developing the media plan and thus may reduce its effectiveness. These problems include:Measurement problems occur frequently and only estimates are availableLack of information about markets and media; not measured or too costlyInconsistent terminology usually arises from confusion or lack of standard measurementsTime pressures results in decisions being made without proper planning and analysisUse of this slide This slide can be used to discuss some of the problems associated with media planning that can make planning difficult or diminish its effectiveness. While these problems complicate the media decision process, they do not render it an entirely subjective exercise.*Relation to text This slide relates to material on p. 306 and Figure 10-3 of the text.Summary Overview This slide shows the five steps of the media planning process. They are:Analyze the marketEstablish media objectivesDevelop media strategyImplement the strategyEvaluate performanceUse of this slide This slide can be used to introduce and briefly explain the various steps involved in the media planning process. *Relation to text This slide relates to the material on pp. 310-311 and Figures 10-10 and 10-11 of the text.Summary Overview Key questions to be answered in the market analysis stage are to whom shall we advertise, where (geographically) and when should we advertise and should we focus our efforts? There are several indices available to marketers to assist in answering these questions. One of these is the Brand Development Index (BDI) which is shown on this slide. It assists marketers in answering the question as to where to allocate the media budget. The index uses the ratio of the following variables:Percentage of the brand to total U.S. sales in a given marketPercentage of total U.S. population in the given marketBy performing the mathematical calculations on the slide the advertiser would be able to determine the sales potential for the brand in that market area. The higher the BDI number the greater the potential that exists in a particular market.Use of this slide This slide can be used to explain the Brand Development Index. This index helps marketers factor the rate of product usage by geographic area into the decision of where to allocate their media budget. *Relation to text This slide relates to material on pp. 311-312 and Figure 10-11 of the textSummary Overview This slide shows the Category Development Index (CDI) which is another index that can be useful to marketers in determining where to allocate the media budget. It is computed in a manner similar to the BDI index, except that it uses information regarding the overall product category rather than for specific brands. This index uses the ratio of the following variables:Percentage of the total product category sales in a given marketPercentage of total U.S. population in the given marketBy performing the mathematical calculation shown on the slide, the advertiser is able to determine the potential for development of the total product category in a given area.Use of this slide This slide can be used to explain the Category Development Index. When this information is combined with the BDI, a much more insightful promotional strategy may be developed. Beginning with the CDI, the marketer can first look at how well the product category does in a specific market area. Then a brand analysis would follow to see how well the brand is doing relative to its competitors. Together this information provides a clearer picture of where to allocate the media budget.*Relation to text This slide relates to material on pp. 310-312 and Figure 10-12 of the text.Summary Overview This slide summarizes the use of the BDI and CDI indices as relates to market potential and market share. As the chart shows, high BDI and CDI means there is greater market share and greater market potential. The lower these two indices are, the lower the market potential. Knowing this information helps marketers decide where their ad dollars should be spent to achieve the desired outcome.Use of this slide This slide can be used to further explain the use of the BDI and CDI indices. The following slide provides more details regarding the implications of these indices. *Relation to text This slide relates to material on pp. 310-312 and Figure 10-12 of the text.Summary Overview This slide provides further insight into some of the inferences based on BDI and CDI data for a given geographic area. Some inferences regarding the market potential for the brand and the category are:High BDI/High CDI good sales potential for brand and product categoryLow BDI/High CDI category has high potential, but brand isnt doing well; determine whyHigh BDI/Low CDI category is not doing well, but brand is; may be a good market in which to advertiseLow BDI/Low CDI both category and brand are not doing well, not a good market in which to advertiseUse of slide This slide can be used to further explain the use of the BDI and CDI data. Knowing this information helps marketers decide where their advertising dollars should be spent to achieve the most impact.*Relation to text This slide relates to material on pp. 313-314 of the text and Figure 10-14.Summary Overview Developing media strategies involves matching the coverage of the media vehicles to the target market. The chart on this slide shows the market coverage possibilities. Chart 1 shows the target market as a proportion of the total population. Chart 2 full coverage of the target market; optimal goal Chart 3 partial coverage, leaving some customers without exposureChart 4 media coverage exceeds target audience; some coverage may be wasted Use of this slide This slide can be used to show the various target market coverage scenarios. The goal of the media planner is to extend media coverage to as many of the members of the target audience as possible while minimizing the amount of excess or wasted coverage. *Relation to text This material relates to material on pp. 314-316 and Figure 10-16 of the text. Summary Overview The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner:Continuity continuous pattern of advertising; every day, every week, or every monthFlighting intermittent periods of advertising and no advertisingPulsing combination of the first two; continuity is maintained but at certain periods advertising is increased.Use of this slide This slide can be used to explain the various scheduling options available to the advertiser. The optimal scheduling schedule can be affected by buying cycles.A continuity schedule can be appropriate with food products, household products and products consumed on an ongoing basis. A flighting schedule is well suited to seasonal or other products that are consumed mostly during certain time periods. A pulsing schedule may be used for products that have little sales variation from period to period, but might see some increase in certain times such as cold beverages in the hot summer months.

*Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text.Summary Overview The media plan determines the best way to get the advertisers message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide.Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow.*Relation to text This slide relates to material on pp. 321-322 and Figure 10-23 of the text.Summary Overview To determine effective frequency there are numerous factors that need to be considered such as marketing factors, message and creative factors, and media factors. The marketing factors to be considered include:Brand loyalty inverse relationship; the higher the loyalty the less frequency requiredBrand share inverse relationship; the higher the share the less frequency requiredUsage cycle products needing to be replaced frequently require higher frequency to maintain top-of-mind awarenessBrand history new brands require higher frequencyShare of voice when strong competition exists, higher frequency is requiredPurchase cycles shorter purchasing cycles require higher frequency to maintain top-of-mind awarenessTarget group the ability to learn and retain messages has an impact on frequencyUse of this slide This slide can be used to discuss the various marketing factors that affect the advertisers decisions regarding frequency levels needed to communicate effectively.*Relation to text This slide relates to material on pp. 321-322 and Figure 10-23 of the text.Summary Overview To determine effective frequency there are many factors that need to be considered. The message factors to be considered include:Message complexity the simpler the message the less frequency requiredMessage uniqueness the more unique the message the less frequency requiredNew vs. continuing campaign new campaigns require a higher frequencyImage vs. product sell creating an image requires a higher frequencyMessage variation a single message requires less frequencyWearout higher frequency leads to faster wearout Advertising units larger units require less frequencyUse of this slide This slide can be used to discuss the various message factors that affect the advertisers decisions regarding frequency levels needed to communicate effectively. *Relation to text This slide relates to material on pp. 321-322 and Figure 10-23 of the text.Summary Overview To determine effective frequency there are many factors that need to be considered. The media factors that must be taken into consideration include:Clutter more clutter requires higher frequencyRepeat exposures media that allow for more repeat exposures require less frequencyEditorial environment the more consistent the ad is with the editorial environment the less frequency requiredNumber of media used fewer media the lower the frequency requiredAttentiveness the higher the level of attention achieved by the media, the less frequency requiredScheduling continuous scheduling requires less frequencyUse of this slide This slide can be used to discuss the various media factors that affect the advertisers decisions regarding frequency levels needed to communicate effectively. *Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using television as a medium. Some of the more noteworthy advantages are the fact that it is a mass medium with high reach and it is provides a combination of sight, sound, and motion. The major disadvantages of TV as an advertising medium are that it has a high absolute cost, potentially high production costs for commercials, and has become very cluttered.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using television as an advertising medium. Chapter 11 provides a more complete evaluation of television as a medium.*Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using radio as a medium. Some of the more noteworthy advantages are the fact that radio has local coverage, is low cost, and may result in high frequency of exposures. The major disadvantages of radio advertising is that it has high clutter, low attention getting ability, and provides only an audio message.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using radio as an advertising medium. Chapter 11 provides a more complete evaluation of broadcast media including radio.*Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using magazines as an advertising medium. Some of the more noteworthy advantages of magazines as advertising media vehicles are the fact that they have good potential for segmentation, provide quality reproduction, and have longevity. The major disadvantages are it they have long lead times, provide only a visual message, and often lack flexibility.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using magazines. Chapter 12 provides a more complete evaluation of print media including magazines.*Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using newspapers as a medium. Some of the more noteworthy advantages are the fact that they have good potential for high coverage, the cost is relatively low, and they have short lead times. The major disadvantages of newspapers are that they have a short reading life, high levels of advertising clutter, and may have low attention getting ability.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using newspapers as an advertising medium. Chapter 12 provides a more complete evaluation of newspapers. *Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using outdoor as an advertising medium. Some of the more noteworthy advantages are the fact that outdoor ads are location specific, easily noticed, and allow for high repetition. The major disadvantages are that outdoor has a short exposure time, can accommodate only short messages, and may have a poor image.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using outdoor advertising. Chapter 13 provides a more complete evaluation of outdoor media.*Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using direct mail as a medium. Some of the more noteworthy advantages of direct mail are that it is highly selective, the reader controls the exposure, and a great deal of information can be provided. The major disadvantages of direct mail are high cost-per-exposure, clutter, and poor image.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using direct mail as an advertising medium. Chapter 14 provides a more complete evaluation of direct marketing. *Relation to text This slide relates to material on pp. 330-331 and Figure 10-30 of the text.Summary Overview This slide summarizes the various advantages and disadvantages of using the Internet as an advertising medium. Some of the advantages of the Internet are the fact the user selects the information, is usually attentive and involved, and the medium is interactive. The major disadvantages of the Internet are limited creative capabilities, web snarl, and a lack of valid measurement techniques.Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using the Internet as an advertising medium. Chapter 15 provides a more complete evaluation of the Internet.

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IMC Model of Communication