Marketing bán hàng - Chapter 10: Media planning and strategy

Chapter 10Media Planning and StrategyMedia PlanGuides media selectionAims to find a combination of media to communicate a message: In the most effective manner To the largest number of potential customersAt the lowest costActivities Involved in Developing the Media PlanSelecting media within classSelecting broad media classesDetermining media strategyMedia use decisions— printMedia use decisions— broadcastMedia use decisions— other mediaSetting media objectivesMarketing strategy planSituation analysisCreative strategy planProblems in Media PlanningInsufficient informationSweeps periods: Used for measuring TV audiences and setting advertising ratesInconsistent terminologiesTime pressuresDifficulty measuring effectivenessFigure 10.4 - Developing the Media PlanUsing Indexes to Determine Where to PromoteSurvey of buying power indexCharts the potential of a particular metro area, county, or city relative to the United States as a wholeGives media planners insight into the relative value of a marketBrand development index (BDI)Factors the rate of product usage by geographic area into the decision processCategory development index (CDI)Provides information on the potential for development of the total product category and not specific brandsFigure 10.10 - Using CDI and BDI toDetermine Market PotentialFigure 10.11 - Using BDI and CDI IndexesFigure 10.12 - Criteria Considered in the Development of Media PlansFigure 10.13 - Marketing Coverage PossibilitiesFigure 10.15 - Three Methods of Promotional SchedulingFigure 10.18 - Representation of Reach and FrequencyRatings PointsMeasure of potential reach in the broadcast industryProgram ratingGRP = Reach × Frequency Gross ratings points (GRPs)Number of people in the primary target audience the media buy will reach, and the number of timesDoes not include waste coverageTarget ratings points (TRPs)Figure 10.19 - Estimates of Reach for Network TRPsFigure 10.21 - Graph of Effective ReachFactors Important in Determining Frequency LevelsMarketing factorsBrand historyBrand shareBrand loyaltyPurchase cyclesUsage cycleCompetitive share of voiceTarget groupMessage FactorsMessage complexityMessage uniquenessNew versus continuing campaignsImage versus product sellMessage variationWearoutAdvertising unitsMedia FactorsClutterEditorial environmentAttentivenessSchedulingNumber of media usedRepeat exposuresDetermining Relative Costs of Media Cost per thousand (CPM) Cost per ratings point (CPRP)Daily inch rateMedia CharacteristicsMediaAdvantagesDisadvantagesTelevisionMass coverage and high reachImpact of sight, sound, and motionHigh prestigeLow cost per exposureAttention gettingFavorable imageLow selectivityShort message lifeHigh absolute costHigh production costsClutterRadioLocal coverageLow costHigh frequencyFlexibleLow production costsWell-segmented audiencesAudio onlyClutterLow attention gettingFleeting messageMagazinesSegmentation potentialQuality reproductionHigh information contentLongevityMultiple readersLong lead time for ad placementVisual onlyLack of flexibilityMedia CharacteristicsMediaAdvantagesDisadvantagesNewspapersHigh coverage and low costShort lead time for placing adsAds can be placed in interest sectionsTimely (current ads)Reader controls exposureCan be used for couponsShort life and poor reproduction qualityClutterLow attention-getting capabilitiesSelective exposureOutdoorLocation specificHigh repetitionEasily noticedShort adsPoor imageLocal restrictionsDirect mailHigh selectivityReader controls exposureHigh information contentEnables repeat exposuresHigh cost/contactPoor image (junk mail)ClutterDigital/InteractiveUser selects informationUser attention Interactive relationshipDirect selling potentialFlexible message platformPrivacy concernsPotential for deceptionClutterLack of measurement techniques