Slide 1Slide 2ObjectivesMedia Planning: Integrating Science with Creativity in AdvertisingRole of Media in the Marketing FrameworkDefining Media ObjectivesSlide 7Optimizing Reach, Frequency, and Continuity: The Art of Media PlanningDeveloping a Media Strategy: The Media MixFactors that Influence Media Strategy DecisionsSlide 11Slide 12Slide 13Media Tactics: Selecting and Scheduling Media VehiclesSlide 15Slide 16Computers in Media Selection and Scheduling© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter9Planning Media Strategy: Finding Links to the MarketShows how communications media help advertisers achieve marketing and advertising objectivesObjectivesDescribe how a media plan helps accomplish advertising objectivesExplain the importance of creativity in media planningDefine reach and frequency and the controversy surrounding effective frequencyDiscuss how reach, frequency, and continuity are relatedName secondary research sources and describe their useCalculate gross rating points and CPMDescribe how share-of-market/share-of-voice budgeting can be usedDescribe the different advertising schedules and their purposesMedia Planning: Integrating Science with Creativity in AdvertisingThe challengeIncreasing media optionsIncreasing audience fragmentationIncreasing costsIncreasing complexity in mediaIncreasing competitionRole of Media in the Marketing FrameworkSituation analysisMarketing planSituation analysisSetting media objectivesDetermining media strategySelecting media classesSelecting media within classesMedia use decisions: broadcastMedia use decisions: printMedia use decisions: other mediaDefining Media ObjectivesAudience objectivesMedia vehiclesMessage distribution objectivesCirculationReaders per copy (RPC)Message weightAdvertising impressionOpportunity to see (OTS)Gross impressionsRatingTelevision households (TVHH)Gross rating points (GRPs)Audience size and message weightDefining Media ObjectivesAudience accumulation and reachExposure frequencyContinuityMessage distribution objectivesAudience size and message weightOptimizing Reach, Frequency, and Continuity: The Art of Media PlanningEffectivereachEffectivereachEffectivefrequencyEffectivefrequencyAdvertisingresponse curveAdvertisingresponse curveRecency planningRecency planningDeveloping a Media Strategy: The Media MixMarketsMoneyMediaMechanicsMethodologyFive MsFactors that Influence Media Strategy Decisions Scope of the media planDomestic marketsLocal planRegional planNational planInternational marketsFactors that Influence Media Strategy Decisions Brand Development IndexBDIPercent of the brand’s total U.S. Sales in the areaPercent of total U.S. population in the areaPercent of the product category’s total U.S. Sales in the areaPercent of total U.S. population in the areaCategory Development IndexCDIScope of the media planSales potential of different marketsFactors that Influence Media Strategy Decisions Scope of the media planSales potential of different marketsCompetitive strategies and budget considerationsMedia availability and economics: The global marketer’s headacheNature of the medium and the mood of the messageFactors that Influence Media Strategy Decisions Message size, length, and position considerationsBuyer purchase patternsMedia Tactics: Selecting and Scheduling Media VehiclesCriteria for selecting individual media vehiclesOverall campaign objectives and strategyOverall campaign objectives and strategyCharacteristics of media audiencesCharacteristics of media audiencesExposure, attention, motivation value of media vehiclesExposure, attention, motivation value of media vehiclesCost efficiency of media vehiclesCost efficiency of media vehiclesCPMCPPMedia Tactics: Selecting and Scheduling Media VehiclesCriteria for selecting individual media vehiclesEconomics of foreign mediaSynergy of mixed mediaMixed media approachMixed media approachMedia Tactics: Selecting and Scheduling Media VehiclesMethods for scheduling mediaContinuousFlightingPulsingComputers in Media Selection and