Covers writing media objectives and strategies, media mix and determing reach & frequency goals.

1. MEDIA OBJECTIVES
AND STRATEGIES

2. Media Objectives & Strategies
• Statement of Facts
SWOT • Marketing Objectives
• Identify the Goal
Media
Objectives
• Define what is to be accomplished
• How to Achieve the Goal
Media
Strategies
• Specific tactics

3. Writing Media Objectives
• Derived from the marketing objectives
• Must be measurable and actionable
• Backed by research
• Focus on the goal – define exactly what you want to do
• What is to be accomplished?
• Objectives are interconnected, each affects the other
• Example: Over sixty percent of Brand X’s sales volume is
derived from target audience A. The goal of this campaign
is to increase the brand experience by 20% among target
audience A. The campaign will reach over 1 million in 15
markets using media A & B.

4. Writing Media Strategies
• Tells how to achieve the Media Objective
• Integration between objective & strategy
• Be direct and to the point
• Include rationale
• Define data points (brand experience = ?)
• Example: We will launch the campaign in March with
media A at a level of 350 GRPs. This level is appropriate
for a new campaign launch. Media schedule includes
programs A, C & D. In April, we will launch promotional
campaign in top 5 markets.

5. 6 Media Objectives & Strategies
Each requires an objective and strategy
• Target Audience & Media Mix
• Reach, Frequency & GRPs
• Scheduling & Timing
• Media Budget
• Geography
• Sales Promotion
• Internet Strategy – Covers any content requirements for
the website.
See MFP pages 29-31 for examples of each

6. General guidelines
• “A brilliant media strategy is totally wasted unless it is
communicated with brilliance”
• Keep it interesting, be direct
• Organization is key
• Builds a better case by flowing logically
• Helps with presentation
• Be specific; use numbers, percentages – not
generalizations
• Use tables & charts when appropriate, but explain in
preceding paragraph.
See MFP pages 34-35 for list of Dos and Don’ts

7. DETERMINING REACH
& FREQUENCY GOALS

8. Determining Reach & Frequency Goals
• How much reach is enough?
• Reach follows a curve that flattens as GRPs increase.
• Highest Reach – 99%
• Moderate Reach – 70% to 75%
• Lowest Reach – 50% to 60%
• 50% is minimum for brand survival
• Use flighting schedule to achieve a higher reach over a shorter
period of time – avoid dilution of the media plan

9. Determining Reach & Frequency Goals
• How much frequency is enough?
• Once reach begins to plateau, frequency continues to
increase.
• Highest Average Frequency – 12
• Depending on creative, can run the risk of “wearout”
• Lowest Average Frequency – 2 to 3
• Minimum frequency
• Ostrow Model – used to estimate effective frequency
• Marketing Factors
• Copy Factors
• Media Factors

10. Ostrow Model
• Begin with 3.0 frequency
• Use questions in the model to determine a score to add or
subtract from the benchmark
• Factors that increase frequency
• New brand, low market share, complex copy, pulsed/flighted
campaign, higher ad clutter in media mix
• Factors that decrease frequency
• Established brand, high brand loyalty, simple copy, continuous
media schedule
See MFP page 37 for Ostrow Model questions

11. Optimize Reach or Frequency?
Optimize Reach Optimize Frequency
• Few competitors • Many competitors
• Strong established brand • Less established brand
• Brand leader in category • Low brand awareness
• Infrequent purchase • Low involvement purchase
• Continuous advertising decision
schedule • Lower priced goods /
• Powerful creative services
• Ad message easily • Strong competition in
understood category
• Major sales promotion • Complex ad message
launch • Flighted schedule
• Seasonal peak for sales • Frequent purchase

12. CPM & CPP

13. CPM & CPP
• Used to compare costs across various media
CPM = (total cost / total impressions) x 1000
• Reported in dollars and cents
• Typically used for print and digital media
CPP = total cost / total GRPs
• Round to the nearest dollar
• Used for broadcast media

14. Using CPM / CPP to estimate budgets
• Situation: Client wants to know an estimate for what a 4
week TV flight would cost in the Charlotte market
• Use CPP to estimate budget
• Use CPP averages provided by stations or previous research
• Estimate weekly GRP level (ex. 125 GRPs)
• Multiply CPP by estimated weekly GRPs to get weekly budget
• Multiply by number of weeks
• Use CPM to estimate digital budgets
• Average CPM of digital banners
• Multiply by impression level (in thousands)
• Same principle can be applied across several markets /
dayparts / mediums

15. MEDIA MIX
Pros & Cons of Media Types

16. Media Mix
• Important to have an effective mix of media
• Increases reach & frequency
• Allows for multiple touchpoints
• Use research on target audience to drive media mix
choices
• Think about “Day in the Life”
• What media is important to the target?
• Which media do they spend the most time with?
• Which media are they influenced by?

17. Print
Newspaper Magazines
Pros Pros
• Local targeting • Demo / Content targeting
• Immediacy • Creative reproduction
• Longer shelf life
Cons Cons
• Production quality • Long lead time (deadlines)
• Cost • High CPM costs
• Short shelf life

18. Broadcast
TV Radio
Pros Pros
• High Reach • High Frequency
• High Impact • Format
targeting
Cons Cons
• Heavy clutter • Limited to audio
• Short air time • Short air time

19. Out-of-Home (OOH)
Billboards
Pros
• High frequency
• High reach
• Low CPM
Cons
• Short messaging
• Hard to measure
• High initial cost

20. QUESTIONS?