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Lecture 7-media planning

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Lecture 7-media planning

  1. 1. Media Planning and Strategy Dr. George Belch San Diego State University
  2. 2. The Changing Media Landscape• A few predictions • Traditional media budgets will not change for years • Traditional media will take on a different role, with reduced budget share • How consumers use media will never be the same • Synergism/integration is the new model © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  3. 3. The Changing Media Landscape• Traditional Media• Television, radio, newspapers, magazines, outdoor, direct mail• Traditional but Different • Public relations, product placements, sponsorships, events• New Media • Internet/interactive, wireless, podcasts, search ads, blogs, video games, branded content © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  4. 4. New Media• Wireless—mobile phones, smartphones• Branded content – programming developed to deliver a message such as webisodes or product integration• Social Media (Facebook, Twitter, YouTube)• Blogs- online information of specific content• Video games – brands integrated into games or games created for advertainment• Paid Search - targeted ads appear when people type queries into search engines such as Google. Advertisers bid for placement. © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  5. 5. Factors Leading to Changes in Media• Consumers are busy and time crunched• Multitasking becoming more prevalent• New media options/ media proliferation• Changing lifestyles• Technology developments/changes• Media Fragmentation• Consumer attitudes toward media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  6. 6. Developing the Media Plan Situation Marketing Creative analysis strategy plan strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within classMedia use decision Media use decision Media use decision — broadcast — print — other media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  7. 7. Media Planning DifficultiesMeasurement Lack of Problems Information Problems in Media Planning Time Inconsistent Pressure Terminology © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  8. 8. Developing a Media Plan Analyze the market Establish media objectivesDevelop/implement media strategy Evaluate performance © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  9. 9. Using Index Numbers Index Number Percentage of users in a demographic segmentIndex = Percentage of population X 100 in the same segment © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  10. 10. Using the Brand Development Index Brand Development Index Percentage of brand to total sales in market BDI = X 100 Percentage of total population in market © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  11. 11. Using the Category Development Index Category Development Index Percentage of total product category sales in marketCDI = X 100 Percentage of total population in market © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  12. 12. Using BDI and CDI © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  13. 13. Developing Media Strategies• Criteria to consider during plan development • The media mix • Target market coverage • Geographic coverage • Scheduling • Reach and frequency • Recency • Creative aspects and mood • Flexibility • Budget © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  14. 14. The Media Mix• Selection considerations • Objectives sought • Product or service characteristics • Budget • Individual preferences © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  15. 15. Target Audience Coverage Target Full Partial Coverage Market Market Market ExceedingProportion Coverage Coverage Target Market Population excluding target market Target market Media coverage Media overexposure © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  16. 16. Scheduling Methods Continuity Flighting PulsingJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  17. 17. Reach and FrequencyA. Reach of One Program B. Reach of Two Programs Total market Total market audience reached audience reachedC. Duplicated Reach of Both D. Unduplicated Reach of Both Total market reached Total reach less with both shows duplicated shows © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  18. 18. Marketing Factors Determining Frequency Marketing Factors Brand Brand Usage Loyalty Share Cycle Brand Share of Purchase Target History Voice Cycles Group © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  19. 19. Message Factors Determining Frequency Message Message Complexity or Creative Factors Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  20. 20. Media Factors Determining Frequency Clutter Repeat Scheduling Exposure Media Factors EditorialAttentiveness Environment Number of Media Used © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  21. 21. Creative Aspects and Mood• Creative aspects • Media may drive strategy, or strategy may drive media • Media and creative departments must work closely together• Mood • Media can drive mood • Media and vehicle image can carry over to the message placed within them © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  22. 22. Flexibility in Media Planning Strategies Market Market threats opportunities Flexibility Changes in Availability of media or media media vehicle © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  23. 23. Television Advantage and Limitations Advantages Mass coverage High reach Disadvantages Sight, sound, motion Low selectivity High prestige Short message life Low cost per exposure High absolute cost Attention getting High production cost Favorable image Clutter © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  24. 24. Radio Advantages and Limitations Advantages Local coverage Low cost Disadvantages High frequency Audio only Flexible Clutter Low production cost Low attention gettingWell-segmented audience Fleeting message © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  25. 25. Magazines Advantages and Limitations Advantages Segmentation potential Quality reproduction Disadvantages High information content Long lead time for ad placement Longevity Visual only Multiple readers Lack of flexibility © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  26. 26. Newspaper Advantages and Limitations Advantages High coverage Low cost Short lead time for Disadvantages placing ads Short life Ads can be placed in interest sections Clutter Timely (current ads) Low attention getting Reader controls exposure Poor reproduction quality Can be used for coupons Selective reader exposure © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  27. 27. Outdoor Advantages and Limitations Disadvantages Short exposure time Short ads Advantages Poor image Location specific Local restrictions High repetition Easily noticed © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  28. 28. Evaluation and Follow-UpHow well did these strategies achieve the media objectives?How well did the media plan contributeto attaining the overall marketing and communications objectives? Use again, or analyze flaws © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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