Media Planning

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Developing the Media Plan
Media Planning - A series of decisions involving the delivery of messages to audiences. Situation Analysis

Marketing Strategy Plan

Creative Strategy Plan

Setting Media Objectives

Goals to be attained
by the media strategy
and program

Determining Media Strategy
Decisions on how
the media
objectives can be
attained

Selecting Broad Media Classes
Selecting Media Within Class

Media Use Decision
— Broadcast

Media Use Decision
— Print

Media Use Decision
— Other Media

Media Planning Terms
Medium - the general category of delivery system.
Media vehicle - the specific carrier within a
medium
Reach - the percentage of audience members
exposed at least once to a message or media
vehicle.
Coverage - the potential audience that might
receive the message through a media vehicle.
Frequency - the number of times the receiver is
exposed to the message in a given period of time.

Media Planning Difficulties
Lack of information
Inconsistent terms
Serious time pressure
Measurement problems

Media Planning Criteria
Considerations
The media mix
Target market coverage (Who?)
Geographic coverage (Where?)
Scheduling
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations

To Whom Shall We Promote?
Market Potential Index

Percentage of users in a segment
Percentage of population in segment

x 100

Product: Cola
Segment: Adult males in the US
Percentage of males that drink cola
Percentage of males in the population

53.1
(87118 / 182456)

x 100 = 111

x 100

To Whom Shall We Promote?
Misuse of the Index

Ag e
Segment

Population
in Segment

Index

15.1

Product
use in
Segment
18.0

18-24
25-34

25.1

25.0

100

35-44

20.6

21.0

102

45+

39.3

36.0

91

119

Where to Promote?
Buying Power Index



Sales & Marketing Management
Gives relative value of a market.

Where to Promote?
Brand Development Index (BDI)

Percentage of brand sales in a market to total US sales
Percentage of total US population in the market

Percentage of brand sales in South Atlantic region
Percentage of US population South Atlantic region

50%
16%

x 100 = 312

x 100

x 100

Where to Promote?
Category Development Index (CDI)

Percentage of product category total sales in market
Percentage of total US population in the market

Percentage of product category sales in South Atlantic
Percentage of US population South Atlantic region

25%
16%

x 100 = 156

x 100

x 100

Where to Promote?
Using CDI and BDI

High BDI
High CDI

Low CDI

Low BDI

High market share

Low market share

Good m arket p otential

Good m arket p otential

High market share

Low market share

Poor market p otential

Poor market p otential

Where to Promote?
Using CDI and BDI

High BDI
High CDI

Low CDI

Low BDI

High market share

Low market share

Good m arket p otential

Good m arket p otential

High market share

Low market share

Poor market p otential

Poor market p otential

This market usually represents good sales potential.
Excellent advertising market.

Where to Promote?
Using CDI and BDI

High BDI
High CDI

Low CDI

Low BDI

High market share

Low market share

Good m arket p otential

Good m arket p otential

High market share

Low market share

Poor market p otential

Poor market p otential

Category is not selling well but the brand is.
Probably a good market, but monitor for declining sales.

Where to Promote?
Using CDI and BDI

High BDI
High CDI

Low CDI

Low BDI

High market share

Low market share

Good m arket p otential

Good m arket p otential

High market share

Low market share

Poor market p otential

Poor market p otential

Category shows high potential but the brand is not
doing well. Reason must be determined.

Where to Promote?...
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