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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
10. Media Planning and
Strategy
various media mixes for TV and radio at different TRPs, with reach and frequency
estimates, the number of people reached three or more times, and the costs. The program
has determined that a mix of 125 TRPs on TV and 150 TRPs on radio would
result in the best buy. Keep in mind that this recommendation considers only the most
efficient combination of quantifiable factors and does not allow for the art of media
buying.
Figure 10-28 shows just one of the many examples of how computer programs are
being used in media strategy development. Other computer-based media planning programs
are available; the following list is just a small sample:
• ADplus provides for media planning, reach and frequency analysis, media mix
information, budgeting, and more.
• Adware provides Arbitron and Nielsen information, calculates media costs, projects
GRPs, and more.
• DSI (Datatrak Systems, Inc.) provides integrated systems for a full range of
agency functions, from media and production to planning, buying, billing, and
traffic. Software programs include Spot Media Datatrak, Network Media
Datatrak, Print Media Datatrak, and Print Analysis Datatrak.
• IMS offers a fully integrated suite of software that performs market analysis, target
identification, print and broadcast planning, and more. It also provides access
to over 600 databases, including syndicated and proprietary, media and
marketing, consumer, trade, domestic, and international data.
• Media Plan, Inc., offers multimedia planning, reach and frequency, and
flowchart tools. Software includes Manas (flowchart), MultiReach, and
MediaPlan RollUp.
• Media Control by Control G Software has a Print Media Control Module and
Broadcast Media Control. The software packages help to manage media
planning by controlling deadlines, station and spot mix, contract usage, and
much more.
• Strata Marketing, Inc. provides Windows-based TV and radio prebuy and
postbuy software systems. Programs include StrataView Radio, StrataView TV,
StrataView Buy Management System, and Q-View.
• Tapscan uses syndicated data useful in radio media planning, including ratings
data and reach and frequency analysis.
• MRI+ contains MRI research, rate card data, and ABC and BPA figures for 5,700
consumer and trade magazines.
• Telmar allows planners to analyze media data, devise media plans, and create
flowcharts. It is linked to major syndicated data services.
• TVscan provides information like Tapscan’s for TV.
• TV Conquest combines Nielsen, Donnelley, and Simmons data to provide demographic,
product usage, and ratings information.
In addition to these, media models have been developed to show the effects of
media selection on advertising responses:
1. Evaluation models are exposure distribution models that estimate the reach and frequency
of media vehicles on the basis of probability theories.
2. Allocation models are comprehensive models used to optimize advertising budget
allocation.
3. Interaction models consider the interaction effects between copy and media selection
in predicting advertising effects.
Unfortunately, these models also have weaknesses that limit their adoption. 13
The one area where computers have not yet provided a direct benefit is in the evaluation
stage of the media plan. While these programs do generate what they consider to
be optimal TRP, GRP, and media mixes and allow for pre- and postbuy analyses, the
true test is what happens when the plan is implemented. We reserve our discussion of
the evaluation process for Chapter 19, on measuring effectiveness.
© The McGraw−Hill
Companies, 2003
329
Chapter Ten Media Planning and Strategy