IMC 10/22
Media Planning
Media Planning
Conceiving, analyzing, and selecting the channels of communication that will direct the advertising message to the right people, in the right place, at the right time
Reach the desired audience with the right message
Be cost effective
Decisions & Issues
Which Media?
Increased options
Challenges
More competitors
More options
Media complexity
Greater audience fragmentation
Rising costs
Where?
What time of year?
How Often?
How to Integrate?
Role of Media in Marketing Framework
Media Strategy
Under Advertising Strategy
Provides Direction to the media planners
Defines communication objectives that must be achieved and describes how these will be accomplished through the use of media vehicles
Set media objectives
Determine media strategy
Select broad media classes
Select media within classes
Broadcast
What kind of sponsorship? (sole, shared, participating etc)
Reach and frequency requirements?
Scheduling
Placement: In programs or in between?
Print
Number of ads and scheduling
Placement: Preferred position or ROP?
Special treatment: color, gatefolds, etc.
Reach and frequency requirements
Other Media
Billboards
Location
Direct Mail
Mailing list
Etc
Media Planning Objectives
Should translate marketing objectives and strategies into goals that media can accomplish
Designed to lead to the attainment of communications and marketing objectives
Goals for the media program and should be limited to those that can be accomplished through media strategies
Example
Create awareness in the target market through the following
Use broadcast media to provide coverage to 80 percent of the target market over a six month period
Reach 60% of the target audience at least three times over the same six month period
Create a positive brand image through mood and creativity
Message-Distribution Considerations
Audience Size
Number of people in a media vehicle’s audience
Media research firms like Nielson and Arbitron typically use a statistical sample to project the total audience size for broadcast media
For print media, firms like the Audit Bureau of Circulation verify a vehicle’s subscribers and newsstand sales (circulation) and multiply this by the estimated readers per copy (RPC)
Message Wight
Two measures of message wight:
Gross Impressions
GI = Reach * Frequency
Gross rating points
Represents the percent of target audience exposure to an ad (as a function of both reach and frequency)
GRPs = (Total Gros Impressions / Target Audience) * 100
GRPs = % Reach * Average Frequency
Total extent of audience exposure for a set of ads or an entire campaign, calculated as a function of both reach & frequency
Message Weight can be calculated for a media vehicle or totaled across media vehicles for a media plan
Audience Accumulation & Reach
Total number of different people exposed at least once to a media vehicle during a given period of time
Measures the unduplicated extent of audience exposure to a media vehicle
Measure of breadth
“Reach Builds on a Curve”
Reach builds in a consistent pattern
First airing, all viewers are “new”
Entire audience is unduplicated - All Reach
Second airing, some viewers are “new” other are “old” - seen the message before
Some unduplicated reach and some duplicated reach (aka Frequency)
Tenth airing, most viewers have already seen it, very few “new” exposures
Mainly build frequency, reach growth slows
Exposure Frequency
Average number of times the same individual or household is exposed to a media vehicle during a specific period of time
Repetition facilitates memory
Measure of intensity
Factors Important in Determining Frequency Levels
Marketing Factors
Stage of product life cycle
Competition
Purchase/Usage Cycles

Message/Creative Factors
Message complexity
New versus continuing campaign
Message variation
Image versus product sell
Media Factors
Clutter
Editorial environment
Attractiveness of media