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Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 10. Media Planning and Strategy audience; reach refers to the actual audience delivered. (The importance of this distinction will become clearer later in this chapter.) Finally, frequency refers to the number of times the receiver is exposed to the media vehicle in a specified period. The Media Plan The media plan determines the best way to get the advertiser’s message to the market. In a basic sense, the goal of the media plan is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The activities involved in developing the media plan and the purposes of each are presented in Figure 10-2. As you can see, a number of decisions must be made throughout this process. As the plan evolves, events may occur that necessitate changes. Many advertisers find it necessary to alter and update their objectives and strategies frequently. Problems in Media Planning Unfortunately, the media strategy decision has not become a standardized task. A number of problems contribute to the difficulty of establishing the plan and reduce its effectiveness. These problems include insufficient information, inconsistent terminologies, time pressures, and difficulty measuring effectiveness. Insufficient Information While a great deal of information about markets and the media exists, media planners often require more than is available. Some data are just not measured, either because they cannot be or because measuring them would be too expensive. For example, continuous measures of radio listenership exist, but only periodic listenership studies are reported due to sample size and cost constraints. There are problems with some measures of audience size in TV and print as well, as demonstrated by IMC Perspective 10-1. The timing of measurements is also a problem; some audience measures are taken only at specific times of the year. (For example, sweeps periods in February, May, July, and November are used for measuring TV audiences and setting advertising rates.) This information is then generalized to succeeding months, so future planning decisions must be made on past data that may not reflect current behaviors. Think about planning for TV advertising for the fall season. There are no data on the audiences of new shows, and audience information taken on existing programs during the summer may not indicate how these programs will do in the fall because summer viewership is generally much lower. While the advertisers can review these programs before they air, they do not have actual audience figures. The lack of information is even more of a problem for small advertisers, who may not be able to afford to purchase the information they require. As a result, their decisions are based on limited or out-of-date data that were provided by the media themselves, or no data at all. Inconsistent Terminologies Problems arise because the cost bases used by different media often vary and the standards of measurement used to establish these costs are not always consistent. For example, print media may present cost data in terms of the cost to reach a thousand people (cost per thousand, or CPM), broadcast media use the cost per ratings point (CPRP), and outdoor media use the number of showings. Audience information that is used as a basis for these costs has also been collected by different methods. Finally, terms that actually mean something different (such as reach and coverage) may be used synonymously, adding to the confusion. Time Pressures It seems that advertisers are always in a hurry—sometimes because they need to be; other times because they think they need to be. Actions by a competitor—for example, the cutting of airfares by one carrier—require immediate response. But sometimes a false sense of urgency dictates time pressures. In either situation, media selection decisions may be made without proper planning and analyses of the markets and/or media. © The McGraw−Hill Companies, 2003 303 Chapter Ten Media Planning and Strategy
304 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 10. Media Planning and Strategy Figure 10-2 Activities involved in developing the media plan © The McGraw−Hill Companies, 2003 The situation analysis The marketing strategy plan The creative strategy plan Purpose: To understand the marketing problem. An analysis is made of a company and its competitors on the basis of: 1. Size and share of the total market. 2. Sales history, costs, and profits. 3. Distribution practices. 4. Methods of selling. 5. Use of advertising. 6. Identification of prospects. 7. Nature of the product. Purpose: To plan activities that will solve one or more of the marketing problems. Includes the determination of: 1. Marketing objectives. 2. Product and spending strategy. 3. Distribution strategy. 4. Which elements of the marketing mix are to be used. 5. Identification of “best” market segments. Setting media objectives Purpose: To translate marketing objectives and strategies into goals that media can accomplish. Purpose: To determine what to communicate through advertisements. Includes the determination of: 1. How product can meet consumer needs. 2. How product will be positioned in advertisements. 3. Copy themes. 4. Specific objectives of each advertisement. 5. Number and sizes of advertisements. Determining media strategy Purpose: To translate media goals into general guidelines that will control the planner’s selection and use of media. The best strategy alternatives should be selected. Selecting broad media classes Purpose: To determine which broad class of media best fulfills the criteria. Involves comparison and selection of broad media classes such as newspapers, magazines, radio, television, and others. The analysis is called intermedia comparisons. Audience size is one of the major factors used in comparing the various media classes. Selecting media within classes Purpose: To compare and select the best media within broad classes, again using predetermined criteria. Involves making decisions about the following: 1. If magazines were recommended, then which magazines? 2. If television was recommended, then a. Broadcast or cable television? c. If network, which program(s)? b. Network or spot television? d. If spot, which markets? 3. If radio or newspapers were recommended, then a. Which markets shall be used? b. What criteria shall buyers use in making purchases of local media? Media use decisions— broadcast 1. What kind of sponsorship (sole, shared, participating, or other)? 2. What levels of reach and frequency will be required? 3. Scheduling: On which days and months are commercials to appear? 4. Placement of spots: In programs or between programs? Media use decisions— print 1. Number of ads to appear and on which days and months. 2. Placements of ads: Any preferred position within media? 3. Special treatment: Gatefolds, bleeds, color, etc. 4. Desired reach or frequency levels. Media use decisions— other media 1. Billboards a. Location of markets and plan of distribution. b. Kinds of outdoor boards to be used. 2. Direct mail or other media: Decisions peculiar to those media.
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