Chapter 10 - Media planning and strategy. After completing this unit, you should be able to: To understand the key terminology used in media planning, to know how a media plan is developed, to know what constitutes media objectives, to know the process of developing and implementing media strategies,. | Chapter 10 Media Planning and Strategy Media Plan Guides media selection Aims to find a combination of media to communicate a message: In the most effective manner To the largest number of potential customers At the lowest cost Activities Involved in Developing the Media Plan Selecting media within class Selecting broad media classes Determining media strategy Media use decisions — print Media use decisions — broadcast Media use decisions — other media Setting media objectives Marketing strategy plan Situation analysis Creative strategy plan Problems in Media Planning Insufficient information Sweeps periods: Used for measuring TV audiences and setting advertising rates Inconsistent terminologies Time pressures Difficulty measuring effectiveness Figure - Developing the Media Plan Using Indexes to Determine Where to Promote Survey of buying power index Charts the potential of a particular metro area, county, or city relative to the United States as a whole Gives media planners insight into the relative value of a market Brand development index (BDI) Factors the rate of product usage by geographic area into the decision process Category development index (CDI) Provides information on the potential for development of the total product category and not specific brands Figure - Using CDI and BDI to Determine Market Potential Figure - Using BDI and CDI Indexes Figure - Criteria Considered in the Development of Media Plans Figure - Marketing Coverage Possibilities Figure - Three Methods of Promotional Scheduling Figure - Representation of Reach and Frequency Ratings Points Measure of potential reach in the broadcast industry Program rating GRP = Reach × Frequency Gross ratings points (GRPs) Number of people in the primary target audience the media buy will reach, and the number of times Does not include waste coverage Target ratings points (TRPs) Figure - Estimates of | Chapter 10 Media Planning and Strategy Media Plan Guides media selection Aims to find a combination of media to communicate a message: In the most effective manner To the largest number of potential customers At the lowest cost Activities Involved in Developing the Media Plan Selecting media within class Selecting broad media classes Determining media strategy Media use decisions — print Media use decisions — broadcast Media use decisions — other media Setting media objectives Marketing strategy plan Situation analysis Creative strategy plan Problems in Media Planning Insufficient information Sweeps periods: Used for measuring TV audiences and setting advertising rates Inconsistent terminologies Time pressures Difficulty measuring effectiveness Figure - Developing the Media Plan Using Indexes to Determine Where to Promote Survey of buying power index Charts the potential of a particular metro area, county, or city relative to the United States as a whole
