Chapter 10:
Media Planning and Strategy
Promotional Strategy
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions
involved in delivering the message to the
target audience.
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions
involved in delivering the message to the
target audience.
• Media plan: The actual document detailing
media planning decisions.
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions
involved in delivering the message to the
target audience.
• Media plan: The actual document detailing
media planning decisions.
• Media objectives: Objectives of media
plan.
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions involved
in delivering the message to the target audience.
• Media plan: The actual document detailing media
planning decisions.
• Media objectives: Objectives of media plan.
• Media strategies: action plans to reach objectives.
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions involved
in delivering the message to the target audience.
• Media plan: The actual document detailing media
planning decisions.
• Media objectives: Objectives of media plan.
• Media strategies: action plans to reach objectives.
• Medium: channel such as print, broadcast.
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions involved
in delivering the message to the target audience.
• Media plan: The actual document detailing media
planning decisions.
• Media objectives: Objectives of media plan.
• Media strategies: action plans to reach objectives.
• Medium: channel such as print, broadcast.
• Media vehicle: Specific carrier in a media
category (television, magazines).
Media Strategy Concerns
• Media mix.
• Target market coverage.
• Geographic coverage.
Media Strategy Concerns
•
•
•
•
Media mix.
Target market coverage.
Geographic coverage.
Scheduling.
– Continuity.
– Flighting.
– Pulsing.
Frequency
Time
Continuity
Good for packaged consumer goods
Frequency
Time
Flighting
Good for seasonal goods like snow skis
Frequency
Time
Pulsing
Combination of continuity and flighting. Often used
with automobiles.
Frequency
Time
Media Strategy Concerns -2
• Creative aspects, mood.
• Flexibility.
• Budget, cost-per-thousand.
Cost-per-Thousand
CPM = Cost of advertising X 1,000
Audience reached
Cost-per-Thousand
CPM = $300,000
20,000,000
X 1,000 = $15.00
Media Strategy Concerns -2
•
•
•
•
Creative aspects, mood.
Flexibility.
Budget, cost-per-thousand.
Reach and frequency.
– Reach: who sees/hears our ad?
– How often do they see or hear it.
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
X
2
X
1
X
X
3
3
3
8
3rd time
4th time
X
Total
Exp.
2
0
Reach and Frequency
Reach and Frequency
Home
A
Reach and Frequency
Home
A
Home
B
Reach and Frequency
Home
A
Home Home
B
C
Reach and Frequency
Home
A
Home Home Home
B
C
D
Reach and Frequency -2
• Four television homes = universe.
Reach and Frequency
Home
A
Home Home Home
B
C
D
Reach and Frequency
Spot run Home
A
Home Home Home
B
C
D
Reach and Frequency
Spot run Home
A
1st time
Home Home Home
B
C
D
Reach and Frequency
Spot run Home
A
1st time
2nd time
Home Home Home
B
C
D
Reach and Frequency
Spot run Home
A
1st time
2nd time
3rd time
4th time
Total
Exp.
Home Home Home
B
C
D
Reach and Frequency
Spot run Home
A
1st time
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
X
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
X
X
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
X
X
2
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
X
X
X
2
Reach and Frequency
Spot run Home
A
1st time X
2nd time
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
X
X
2
X
1
Reach and Frequency
Spot run Home
A
1st time X
2nd time
X
3rd time
4th time
Total
Exp.
Home Home Home Total
B
C
D
Exposures
X
2
X
X
2
X
1
Reach and Frequency
Spot run Home
A
1st time X
2nd time
Home Home Home Total
B
C
D
Exposures
X
2
X
3rd time
4th time
Total
Exp.
X
X
X
2
X
1
Reach and Frequency
Spot run Home
A
1st time X
2nd time
Home Home Home Total
B
C
D
Exposures
X
2
X
3rd time
4th time
Total
Exp.
X
X
X
2
X
1
X
Reach and Frequency
Spot run Home
A
1st time X
2nd time
Home Home Home Total
B
C
D
Exposures
X
2
X
3rd time
4th time
Total
Exp.
X
X
X
2
X
1
X
3
Reach and Frequency
Spot run Home
A
1st time X
2nd time
Home Home Home Total
B
C
D
Exposures
X
2
X
3rd time
4th time
Total
Exp.
X
X
X
2
X
1
X
3
Reach and Frequency
Spot run Home
A
1st time X
2nd time
Home Home Home Total
B
C
D
Exposures
X
2
X
3rd time
4th time
X
Total
Exp.
2
X
X
2
X
1
X
3
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
3rd time
4th time
X
Total
Exp.
2
X
0
X
2
X
1
X
3
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
3rd time
4th time
X
Total
Exp.
2
X
0
3
X
2
X
1
X
3
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
X
2
X
1
X
X
3
3
3
3rd time
4th time
X
Total
Exp.
2
0
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
X
2
X
1
X
X
3
3
3
8
3rd time
4th time
X
Total
Exp.
2
0
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
X
2
X
1
X
X
3
3
3
8
3rd time
4th time
X
Total
Exp.
2
0
Reach and Frequency -2
• Four television homes = universe.
• Three homes or 75% of universe receive
message. That’s a rating of 75.
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
X
2
X
1
X
X
3
3
3
8
3rd time
4th time
X
Total
Exp.
2
0
Reach and Frequency -2
• Four television homes = universe.
• Three homes or 75% of universe receive
message. That’s a rating of 75.
• In total, the message had 8 exposures.
Reach and Frequency
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
2
2nd time
X
X
2
X
1
X
X
3
3
3
8
3rd time
4th time
X
Total
Exp.
2
0
Reach and Frequency 3
• 8 exposures divided by number of homes hit =
exposures.
•
8_exposures = 2.67 average exposures
3 homes
• Reach times frequency equals gross ratings points:
• 75 rating (3 homes hit in universe of 4) times 2.67
exposures = 200.25 gross rating points.
Another Gross Rating Point
Concept
• 100 gross rating points would equal 100%
of the universe receives the message one
time.
Reach and Frequency
Universe = 4
Spot run Home
A
1st time X
Home Home Home Total
B
C
D
Exposures
X
X
X
4
2nd time
3rd time
4th time
Total
Exp.
1
1
1
1
4
Another Gross Rating Point
Concept
• 100 gross rating points would equal 100%
of the universe receives the message one
time.
• 100 gross rating points would be 50% of the
universe receives the message two times.
Reach and Frequency
.
Universe = 4
Spot run Home Home Home Home Total
A
B
C
D
Exposures
1st time
X
X
2
2nd time
3rd time
X
4th time
.
Total
Exp.
0
0
2
1
X
1
2
4
Another Gross Rating Point
Concept
• 100 gross rating points would equal 100%
of the universe receives the message one
time.
• 100 gross rating points would be 50% of the
universe receives the message two times.
• 100 gross rating points would be 25% of the
universe receives the message four times.
Reach and Frequency
Universe = 4
Spot run Home
A
1st time
Home Home Home Total
B
C
D
Exposures
X
1
2nd time
X
1
3rd time
X
1
4th time
X
1
4
4
Total
Exp.
0
0
0
Graph of Effective Reach
Percentage Reach
25%
Ineffective
Reach
20%
Effective
Reach
15%
Ineffective
Reach
10%
5%
0% 0
5
10
Exposures
15
Graph of Effective Reach
Percentage Reach
25%
Ineffective
Reach
20%
Effective
Reach
15%
Ineffective
Reach
10%
5%
0% 0
5
10
Exposures
15
Graph of Effective Reach
Percentage Reach
25%
Ineffective
Reach
20%
Effective
Reach
15%
Ineffective
Reach
10%
5%
0% 0
5
10
Exposures
15
Graph of Effective Reach
Percentage Reach
25%
Ineffective
Reach
20%
Effective
Reach
15%
Ineffective
Reach
10%
5%
0% 0
5
10
Exposures
15
Graph of Effective Reach
Percentage Reach
25%
Ineffective
Reach
20%
Effective
Reach
15%
Ineffective
Reach
10%
5%
0% 0
5
10
Exposures
15
Television Advertising
Television Advertising
• Fixed spots
Television Advertising
• Fixed spots
• Preemptable spots.
Fixed and Preemptable Spot
Local Television
Fixed and Preemptable Spot
Local Television
• Fixed spot: $300 for 30 seconds.
Fixed and Preemptable Spot
Local Television
• Fixed spot: $300 for 30 seconds.
• The ad will run.
Fixed and Preemptable Spot
Local Television
• Fixed spot: $300 for 30 seconds.
• The ad will run.
• I “bid” $150 for the ad.
Fixed and Preemptable Spot
Local Television
•
•
•
•
Fixed spot: $300 for 30 seconds.
The ad will run.
I “bid” $150 for the ad.
The ad will run if no one offers more
money.
Sample Rate Card:
Top 60 Market, FOX
Sample Rate Card:
Top 60 Market, FOX
• M-F Daytime 11a-2p (Jenny Jones, Ricki
Lake) $50
Sample Rate Card:
Top 60 Market, FOX
• M-F Daytime 11a-2p (Jenny Jones, Ricki
Lake) $50
• M-F Early Fringe 5-5:30p (ex-prime time
comedy reruns) $95; 5:30-6p $190.
Sample Rate Card:
Top 60 Market, FOX
• M-F Daytime 11a-2p (Jenny Jones, Ricki
Lake) $50
• M-F Early Fringe 5-5:30p (ex-prime time
comedy reruns) $95; 5:30-6p $190.
• M-F Prime Access 6-7p (ex-prime time
comedy reruns) $375 Saturday: $95
Sample Rate Card:
Top 60 Market, FOX
• M-F Daytime 11a-2p (Jenny Jones, Ricki
Lake) $50
• M-F Early Fringe 5-5:30p (ex-prime time
comedy reruns) $95; 5:30-6p $190.
• M-F Prime Access 6-7p (ex-prime time
comedy reruns) $375 Saturday: $95
• 10a-2p Daytime ROS $40.
Sample Rate Card:
Top 60 Market, FOX
• M-F Daytime 11a-2p (Jenny Jones, Ricki
Lake) $50
• M-F Early Fringe 5-5:30p (ex-prime time
comedy reruns) $95; 5:30-6p $190.
• M-F Prime Access 6-7p (ex-prime time
comedy reruns) $375 Saturday: $95
• 10a-2p Daytime ROS $40.
• 5-7p Early Fringe/Prime Access ROS $225
Sample Rate Card:
Top 60 Market, FOX
• M-F Daytime 11a-2p (Jenny Jones, Ricki Lake)
$50
• M-F Early Fringe 5-5:30p (ex-prime time comedy
reruns) $95; 5:30-6p $190.
• M-F Prime Access 6-7p (ex-prime time comedy
reruns) $375 Saturday: $95
• 10a-2p Daytime ROS $40.
• 5-7p Early Fringe/Prime Access ROS $225
• 6-7p Prime Access ROS $300
Sample Rate Card:
Top 60 Market, FOX (2)
• M-F Late Fringe 10:35-11:05 Seinfeld,
$160; 11:05-11:35 Mad About You, $45;
Sample Rate Card:
Top 60 Market, FOX (2)
• M-F Late Fringe 10:35-11:05 Seinfeld,
$160; 11:05-11:35 Mad About You, $45;
1:05-2:05a, Jerry Springer, $20.
Sample Rate Card:
Top 60 Market, FOX (3)
• Prime Time
– 7-8p Sunday, The Simpsons/Malcolm in the
$1,200
– 8-9p Sunday The X-Files, $1,000.
– 7-8p Monday, Boston Public, $500.
– 8-9p Monday, Ally McBeal, $900.
– 7-8p Tuesday, That ’70s Show/Titus $600.
– 8-9p Tuesday Dark Angel, $550.
– M-Sunday 6-9p Prime ROS $300.
Middle,
End of Presentation