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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Figure 10-3 Developing the media plan
Market
analysis
Establishment of
media objectives
Developing the Media Plan
Market Analysis and Target
Market Identification
10. Media Planning and
Strategy
Media strategy
development and
implementation
© The McGraw−Hill
Companies, 2003
Evaluation and
follow-up
The promotional planning model in Chapter 1 discussed
the process of identifying target markets, establishing
objectives, and formulating strategies for attaining them.
The development of the media plan and strategies follows a similar path, except that
the focus is more specifically keyed to determining the best way to deliver the message.
The process, shown in Figure 10-3, involves a series of stages: (1) market analysis,
(2) establishment of media objectives, (3) media strategy development and
implementation, and (4) evaluation and follow-up. Each of these is discussed in turn,
with specific examples. Appendix B to this chapter is an actual media plan, which we
refer to throughout the remainder of the chapter to exemplify each phase further.
The situation analysis stage of the overall promotional planning
process involves a complete review of internal and
external factors, competitive strategies, and the like. In the
development of a media strategy, a market analysis is again
performed, although this time the focus is on the media and
delivering the message. The key questions at this stage are these: To whom shall we
advertise (who is the target market)? What internal and external factors may influence
the media plan? Where (geographically) and when should we focus our efforts?
To Whom Shall We Advertise?
While a number of target markets might be derived from the situation analysis, to
decide which specific groups to go after, the media planner may work with the client,
account representative, marketing department, and creative directors. A variety of factors
can assist media planners in this decision. Some will require primary research,
whereas others will be available from published (secondary) sources.
The Simmons Market Research Bureau (SMRB) provides secondary information:
syndicated data on audience size and composition for approximately 100 publications,
as well as broadcast exposure and data on usage of over 800 consumer products and
services. This information comes in the form of raw numbers, percentages, and
indexes. As seen in Figure 10-4, information is given on (1) the number of adults in the
United States by each category under consideration; (2) the number of users; (3) the
percentage of users falling into each category (for example, the percentage who are
female); (4) the percentage of each category that uses the product (for example, the
percentage of all females using); (5) an index number; and (6) the same information
classified by heavy, medium, and light users. Both Simmons and its major competitor,
Mediamark Research Inc. (MRI), also provide lifestyle information and media usage
characteristics of the population.
Media planners are often more concerned with the percentage figures and index
numbers than with the raw numbers. This is largely due to the fact that they may have
their own data from other sources, both primary and secondary; the numbers provided
may not be specific enough for their needs; or they question the numbers provided
because of the methods by which they were collected. (See IMC Perspective 10-1.)
The total (raw) numbers provided by Simmons and MRI are used in combination with
the media planner’s own figures.
On the other hand, the index number is considered a good indicator of the potential
of the market. This number is derived from the formula
Index = Percentage of users in a demographic segment × 100
Percentage of population in the same segment
An index number over 100 means use of the product is proportionately greater in
that segment than in one that is average (100) or less than 100. For example, the MRI