10
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

Developing a Media Plan
Analyze the market
Establish media objectives
Develop/implement media strategy
Evaluate performance
10-2

Using Index Numbers
Index =
Index Number
Percentage of users in a demographic segment
Percentage of population in the same segment
X 100
10-3

Using the Brand Development Index
BDI =
Brand Development Index
Percentage of brand to total
U.S. sales in market
Percentage of total U.S. population in market
X 100
10-4

Using the Category Development Index
CDI =
Category Development Index
Percentage of total product category sales in market
Percentage of total U.S. population in market
X 100
10-5

Using BDI and CDI
10-6

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
10-7

Scheduling Methods
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
10-8

Ratings Points
• Gross ratings points (GRPs)
• GRP = Reach X Frequency
• Target ratings points (TRPs)
• The number of people in the primary target audience the media buy will reach
• The number of times they will be reached
10-9

Marketing Factors Determining Frequency
Marketing
Factors
Brand
History
Brand
Loyalty
Share of
Voice
Brand
Share
Usage
Cycle
Purchase
Cycles
Target
Group
10-10

Message Factors Determining Frequency
Message or Creative
Factors
Message Complexity
Message Uniqueness
New vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
10-11

Media Factors Determining Frequency
Scheduling
Attentiveness
Clutter
Repeat
Exposure
Media
Factors
Number of
Media Used
Editorial
Environment
10-12

Determining Relative Cost of Print Media
Cost per thousand (CPM)
CPM =
Cost of ad space
(absolute cost)
Circulation
X 1,000
10-13

Determining Relative Cost of Broadcast Media
Cost per rating point (CPRP)
CPRP =
Cost of commercial time
Program rating
10-14

Determining Newspaper Advertising Costs
Daily Inch Rate
Cost of ad space x 1,000
Circulation
10-15