Chapter Thirteen
Chapter
13
Media Planning
Key Points:
 How do you explain the basic concepts used in
comparing media?
 What are the key media planning objectives and
strategies?
 How do you make decisions on combining media in a
media mix?
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning Overview
Media planning is about determining the best Media
Mix (i.e., the best combination of one-way and
two-way media) to reach a particular target for a
particular brand situation.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Planning and Buying Functions
Media planners perform four basic functions:
 Conduct
media research
 Determine media objectives and strategies
 Determine the media mix
 Do the actual media buy
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Plan Questions
That Must Be Answered
Figure 13-1, p.460
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Lee Dungarees Media Plan/Mix
Figure 13-2, p.460
Go to www.buddylee.com
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Mix
Determining a media mix involves two basic
decisions:
 Which media to use?
 How much of each?
Media mix decisions factors include:
 Media cost/value
 Lead time
 Geographic concentration
 Relationship building
 Number of targets
 Number and variety of objectives
 Synergy
 Brand differentiation
 Message type and complexity
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Relative Impact by Media Type
Figure 13-7, p.484
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Media Planning
Reach
(% of target audience with opportunity for exposure to media vehicle(s) or
media plan in a given time frame)
+
Frequency
(average number of times target is likely to be exposed to the ad in a given
time frame)
100%
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The Difference between Reach and
Frequency
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Measuring Reach
In the case of radio and television, a program’s rating is
basically the same as its reach.
Example: A broadcast rating of 5 means that 5 percent
of the households in a station’s coverage area were
exposed to that particular program.
The reach of outdoor advertising is determined by the
percentage of cars in a metropolis area that drive by
billboards carrying a particular brand message within a
24 hour period. It’s called a showing.
Reach can also be determined by the number of message
impressions.
Most marketers are not interested in reaching everyone.
It is best to do media planning based on targeted reach.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Effective Frequency
How much is enough?
Effective frequency, the number of times a message needs
to be seen to make an impression or achieve a specific
level of awareness, is somewhere between 3 and 10.
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Effective Frequency
The level of frequency will vary with every brand
because there are so many variables:







The offer – its value and complexity.
The attention value of the medium itself.
The attention-getting power of the message itself.
The target audience’s level of need or desire to learn
about a brand.
The MC objectives.
Personal influences.
The amount of competitive brand messages.
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Reach, Frequency, and Continuity Relationships with a Fixed Budget
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Media Mix Frequency Example:
Small Business Owners
Figure 13-4, p.470
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Relationship Between
Media Exposure and Reach
Figure 13-5, p.471
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Media Planning (continued)
Reach
+
Frequency
+
Continuity
(how long the campaign runs—
continuous vs. flighting vs. pulsation)
100%
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Media Scheduling
Three commonly used scheduling strategies are
called:
 Continuous scheduling
 Flighting
 Pulsing
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Examples of
Media Scheduling Strategies
Figure 13-8, p.488
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Media Planning (continued)
Reach
+
Frequency
+
Continuity
+
Impact/Dominance
(the attention-getting ability of the media vehicle(s) selected to run the ad)
100%
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Comparison of Two Response Curves
Figure 13-6, p.474
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#5 – Media Costs
To determine the best values among all the many vehicle
alternatives, media planners use several tools:



Cost per thousand (CPM)
Cost per point (CPP)
Cost per response (CPR)
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Media Weight: Gross Rating Points
Media weight is an indication of the relative impact of
the media mix.
Media weights can be figured in terms of:
 Media dollars
 GRP = Reach times Frequency
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GRP Example: January 200X
Avg.
Reach
(Rating Points)
 Frazier
 NBA
(4 episodes)
(8 games)
 Superbowl
Avg.
Total
Frequency Rating Points
18
x
10
180
3
x
40
120
52
x
2
104
Total GRP’s
404
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Lee Jeans Media Plan Flow-chart
Figure 13-9,
p.489
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Acme Media Plan Flowchart
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Cost Per Rating Point Assumptions
National
$3,750
Big/Key Markets
$500 (each mkt)
Fringe and
Sports TV
6,000
875 (each mkt)
Primetime TV
10,000
1,375 (each mkt)
Cable TV
3,750
500 (each mkt)
Radio (60-seconds)
1,500
375 (each mkt)
Daytime TV
Notes:
TV rates are for 30-second spots. Assume 60-second spots are 167% of a 30-second spot.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Miscellaneous Media Web Sites
 www.spotrunner.com
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.