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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Having determined what is to be accomplished,
media planners consider how to achieve these
objectives. That is, they develop and implement
media strategies, which evolve directly from the
actions required to meet objectives and involve the
criteria in Figure 10-13.
10. Media Planning and
Strategy
The Media Mix
A wide variety of media and media vehicles are available to advertisers. While it is
possible that only one medium and/or vehicle might be employed, it is much more
likely that a number of alternatives will be used. The objectives sought, the characteristics
of the product or service, the size of the budget, and individual preferences are
just some of the factors that determine what combination of media will be used.
As an example, consider a promotional situation in which a product requires a
visual demonstration to be communicated effectively. In this case, TV may be the
most effective medium. If the promotional strategy calls for coupons to stimulate trial,
print media may be necessary. For in-depth information, the Internet may be best.
By employing a media mix, advertisers can add more versatility to their media
strategies, since each medium contributes its own distinct advantages (as demonstrated
in later chapters). By combining media, marketers can increase coverage,
reach, and frequency levels while improving the likelihood of achieving overall communications
and marketing goals.
Target Market Coverage
The media planner determines which target markets should receive the most media
emphasis. (In the media plan for Bumble Bee Tuna in Appendix B, this was determined
to be women 25–54 and geographic markets.) Developing media strategies
involves matching the most appropriate media to this market by asking, “Through
which media and media vehicles can I best get my message to prospective buyers?”
The issue here is to get coverage of the market, as shown in Figure 10-14. The optimal
goal is full market coverage, shown in the second pie chart. But this is a very optimistic
scenario. More realistically, conditions shown in the third and fourth charts are
most likely to occur. In the third chart, the coverage of the media does not allow for
coverage of the entire market, leaving some potential customers without exposure to
the message. In the fourth chart, the marketer is faced with a problem of overexposure
(also called waste coverage), in which the media coverage exceeds the targeted audience.
If media coverage reaches people who are not sought as buyers and are not
potential users, then it is wasted. (This term is used for coverage that reaches people
who are not potential buyers and/or users. Consumers may not be part of the intended
target market but may still be considered as potential—for example, those who buy the
product as a gift for someone else.)
Full Market
Coverage
Population excluding target market
Partial Market
Coverage
Target market (18- to 35-year-old males and females)
Media coverage
Media overexposure
© The McGraw−Hill
Companies, 2003
Developing and Implementing
Media Strategies
Coverage
Exceeding
Target Market
Figure 10-13 Criteria considered
in the development
of media plans
• The media mix
• Target market coverage
• Geographic coverage
• Scheduling
• Reach versus frequency
• Creative aspects and
mood
• Flexibility
• Budget considerations
Figure 10-14 Marketing
coverage possibilities
313
Chapter Ten Media Planning and Strategy