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Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 10. Media Planning and Strategy Filter Total Sample SPORTS-PLAYED/ PARTICIPATED Sample 20,936 LAST 12 MOS: '(000) 204,894 AEROBICS Sample 2619 '(000) 24786.5 Vertical 100.00% Horizontal 12.10% Index 100 MAGAZINES - READ/LOOK INTO LAST 6 MOS: REDBOOK Sample 1564 345 '(000) 14665.1 3395.09 Vertical 7.16% 13.70% Horizontal 100.00% 23.15% Index 100 191 MAGAZINES - READ/LOOK INTO LAST 6 MOS: ROAD & TRACK Sample 770 84 '(000) 8536.71 940.121 Vertical 4.17% 3.79% Horizontal 100.00% 11.01% Index 100 91 MAGAZINES - READ/LOOK INTO LAST 6 MOS: ROLLING STONE Sample 1392 294 '(000) 16281.6 3280.79 Vertical 7.95% 13.24% Horizontal 100.00% 20.15% Index 100 167 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SCIENTIFIC AMERICAN Sample 550 88 '(000) 4512.03 770.294 Vertical 2.20% 3.11% Horizontal 100.00% 17.07% Index 100 141 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SELF Sample 854 296 '(000) 7859.25 2747.37 Vertical 3.84% 11.08% Horizontal 100.00% 34.96% Index 100 289 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SEVENTEEN Sample 904 237 '(000) 10984.9 2824.24 Vertical 5.36% 11.39% Horizontal 100.00% 25.71% Index 100 213 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SHAPE Sample 787 307 '(000) 7707.39 2925.69 Vertical 3.76% 11.80% Horizontal 100.00% 37.96% Index 100 314 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SKI MAGAZINE Sample 301 56 '(000) 2497.3 413.07 Vertical 1.22% 1.67% Horizontal 100.00% 16.54% Index 100 137 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SMITHSONIAN Sample 1348 186 '(000) 10116.6 1452.75 Vertical 4.94% 5.86% Horizontal 100.00% 14.36% Index 100 119 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SOAP OPERA DIGEST Sample 1036 201 '(000) 11571.8 2138.36 Vertical 5.65% 8.63% Horizontal 100.00% 18.48% Index 100 153 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SOUTHERN LIVING Sample 2121 346 '(000) 17598 2779.82 Vertical 8.59% 11.22% Horizontal 100.00% 15.80% Index 100 131 MAGAZINES - READ/LOOK INTO LAST 6 MOS: THE SPORTING NEWS Sample 504 77 '(000) 5457.05 907.028 Vertical 2.66% 3.66% Horizontal 100.00% 16.62% Index 100 137 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SPORTS AFIELD Sample 586 59 '(000) 6483.66 738.638 Vertical 3.16% 2.98% Horizontal 100.00% 11.39% Index 100 94 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SPORTS ILLUSTRATED Sample 3023 369 '(000) 31309.9 4047.81 Vertical 15.28% 16.33% Horizontal 100.00% 12.93% Index 100 107 MAGAZINES - READ/LOOK INTO LAST 6 MOS: STAR Sample 941 143 '(000) 10171.3 1500.63 Vertical 4.96% 6.05% Horizontal 100.00% 14.75% Index 100 122 MAGAZINES - READ/LOOK INTO LAST 6 MOS: SUNSET Sample 743 130 '(000) 6776.34 1168.59 Vertical 3.31% 4.72% Horizontal 100.00% 17.25% Index 100 143 MAGAZINES - READ/LOOK INTO LAST 6 MOS: TENNIS Sample 307 63 '(000) 2750.2 582.462 Vertical 1.34% 2.35% Horizontal 100.00% 21.18% Index 100 175 MAGAZINES - READ/LOOK INTO LAST 6 MOS: TRAVEL & LEISURE Sample 758 140 '(000) 5688.04 1071.52 Vertical 2.78% 4.32% Horizontal 100.00% 18.84% Index 100 156 MAGAZINES - READ/LOOK INTO LAST 6 MOS: TV GUIDE Sample 2939 429 '(000) 30103.8 4294.41 Vertical 14.69% 17.33% Horizontal 100.00% 14.27% Index 100 118 MAGAZINES - READ/LOOK INTO LAST 6 MOS: US WEEKLY Sample 759 155 '(000) 7397.39 1622.07 Vertical 3.61% 6.54% Horizontal 100.00% 21.93% Index 100 181 MAGAZINES - READ/LOOK INTO LAST 6 MOS: USA WEEKEND Sample 6086 806 '(000) 59393.8 7280.44 Vertical 28.99% 29.37% Horizontal 100.00% 12.26% Index 100 101 © The McGraw−Hill Companies, 2003 Figure 10-15 SMRB profile of aerobics participants magazine readership 315 Chapter Ten Media Planning and Strategy
316 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition Figure 10-16 Three methods of promotional scheduling Figure 10-17 Characteristics of scheduling methods V. Developing the Integrated Marketing Communications Program Continuity Flighting Pulsing 10. Media Planning and Strategy © The McGraw−Hill Companies, 2003 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TV research community as “the most comprehensive study ever to shed light on scheduling”) indicates that continuity is more effective than flighting. On the basis of the idea that it is important to get exposure to the message as close as possible to when the consumer is going to make the purchase, the study concludes that advertisers should continue weekly schedules as long as possible. 3 The key here may be the “as long as possible” qualification. Given a significant budget, continuity may be more of an option than it is for those with more limited budgets. Reach versus Frequency Since advertisers have a variety of objectives and face budget constraints, they usually must trade off reach and frequency. They must decide whether to have the message be seen or heard by more people (reach) or by fewer people more often (frequency). How Much Reach Is Necessary? Thinking back to the hierarchies discussed in Chapter 5, you will recall that the first stage of each model requires awareness of the product and/or brand. The more people are aware, the more are likely to move to each subsequent stage. Achieving awareness requires reach—that is, exposing potential buyers to the message. New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry. High reach is also Advantages Disadvantages Advantages Disadvantages Advantages Disadvantages Continuity Serves as a constant reminder to the consumer Covers the entire buying cycle Allows for media priorities (quantity discounts, preferred locations, etc.) Higher costs Potential for overexposure Limited media allocation possible Flighting Cost efficiency of advertising only during purchase cycles May allow for inclusion of more than one medium or vehicle with limited budgets Weighting may offer more exposure and advantage over competitors Increased likelihood of wearout Lack of awareness, interest, retention of promotional message during nonscheduled times Vulnerability to competitive efforts during nonscheduled periods Pulsing All of the same as the previous two methods Not required for seasonal products (or other cyclical products)
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620 Belch: Advertising and Promotio
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624 Part Six Monitoring, Evaluation
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IN2 Name and Company Index Belch: A
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