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Chapter 14. Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand. Measured and Unmeasured Media. Measured Media. Unmeasured Media. Television Radio Newspapers Magazines The Internet Outdoor media. Direct mail Promotion Co-op Couponing Catalogs - PowerPoint PPT Presentation
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Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand
Chapter 14
Chapter 14: Media Planning 2
Measured and Unmeasured Media
•Television•Radio•Newspapers•Magazines•The Internet•Outdoor media
•Direct mail• Promotion• Co-op• Couponing• Catalogs• Special events
Measured Media Unmeasured Media
Chapter 14: Media Planning 3
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 4
The Media Plan
Media Scheduling and BuyingMedia Scheduling and Buying
Media ObjectivesMedia Objectivesa. Reach the target audiencea. Reach the target audienceb. Geographic scope of placementb. Geographic scope of placementc. Message weightc. Message weight
Media ChoicesMedia Choicesa. Media mixa. Media mixb. Media efficiency (CPM, CPRP)b. Media efficiency (CPM, CPRP)c. Competitive media assessmentc. Competitive media assessment
Media StrategiesMedia Strategiesa. Reach and frequencya. Reach and frequencyb. Continuityb. Continuityc. Audience duplicationc. Audience duplicationd. Length / size of advertisementsd. Length / size of advertisements
Chapter 14: Media Planning 5
Media Objectives1. 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 6
Media Strategies
Reach and Frequency:• Gross rating points (GRP)• Effective frequency• Effective reach
Continuity:• Continuous scheduling• Flighting• Pulsing
Length or Size of Ads: • Creative requirements• Media budget• Competitive environment
Chapter 14: Media Planning 7
Media Choices: Media Mix
• Allows individual targeting of diverse market segments
•Messages in different media may enhance learning
• Increases reach compared with concentrated placement
• Greater probability of reaching diverse media audiences
• May allow dominance in one medium
•Heightened brand familiarity, especially within low exposure markets
• High-visibility media help create trade channel loyalty,
enthusiasm and preference
• Concentrated media buys may result in volume discounts
Concentrated: Assorted:
Chapter 14: Media Planning 8
Media Choices: Media EfficiencyCPM = cost of media buy
total audience X 1000
CPM-TM = cost of media buytargeted audience X 1000
CPRP = $$$ for a program placementprogram rating
Chapter 14: Media Planning 9
Media Choices: Internet1. Covered in detail in Chapter 162. Growth in use but not in rates3. Difficulty in assessing size of audience
4. Hard to determine what kinds of “ads” really work on the Internet
Chapter 14: Media Planning 10
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 11
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 12
Computer Planning ModelsMedia planners rely heavily uponMedia planners rely heavily uponcomputer databases and customcomputer databases and customanalytical software to assess a wideanalytical software to assess a widerange of possibilities before makingrange of possibilities before makingcostly media buyscostly media buys
Electronic Data ServicesElectronic Data Services• Lack industry standards for measures and reportsLack industry standards for measures and reports• May not offer preferable content and depthMay not offer preferable content and depth• Typically to not analyze media that they do not measureTypically to not analyze media that they do not measure
Chapter 14: Media Planning 13
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 14
IBP Implications1. 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