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Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 10. Media Planning and Strategy such as SuperMidas, Xpert, and Spot-On have now become affordable to most agencies and buyers. Optimizers use cost, reach, and target points to provide the media buyer with either the highest reach or the lowest cost available on the basis of Nielsen respondent data, not a formula. As shown in Figure 10-29, the buyer specifies whether he or she wants to achieve highest reach or lowest cost. One is specified, the second is optimized, and the result (target points) is a function of the two. As an example, the buyer may dictate a specified budget, and the program will yield the optimal reach. Alternatively, one may start with a defined reach goal, and the budget will be optimized. Optimizers have met with both great acceptance and criticism in the television industry. Supporters believe that these programs will provide the long-sought solution to optimizing reach and cost trade-offs. They cite the success of optimizers in Britain to support their position. Others are not so sure. Erwin Ephron of Ephron, Papazian & Ephron advertising in New York notes that the programs may be more suited to the controlled markets of the United Kingdom than those of the United States. He cautions that optimization should not be considered a substitute for media planning and that the programs base all decisions on CPMs rather than taking into consideration the value of viewers reached. Given the short time optimizers have been used in the United States, it is difficult to determine their value at this point. 14 Summary This chapter has presented an overview of the determination of media objectives, development of the media strategy, and formalization of objectives and strategy in the form of a media plan. Sources of media information, characteristics of media, and an actual plan were also provided. The media strategy must be designed to supplement and support the overall marketing and communications objectives. The objectives of this plan are designed to deliver the message the program has developed. The basic task involved in the development of media strategy is to determine the best matching of media to the target market, given the constraints of the budget. The media planner attempts to balance reach and frequency and to deliver the message to the intended audience with a minimum of waste coverage. At the same time, a number of additional factors affect the media decision. Media strategy development has been called more of an art than a science because while many quantitative data are available, the planner also relies on creativity and nonquantifiable factors. © The McGraw−Hill Companies, 2003 To this point, we have discussed the elements involved in the Characteristics of Media development of media strategy. One of the most basic elements in this process is the matching of media to markets. In the following chapters, you will see that each medium has its own characteristics that make it better or worse for attaining specific objectives. First, Figure 10-30 provides an overall comparison of media and some of the characteristics by which they are evaluated. This is a very general comparison, and the various media options must be analyzed for each situation. Nevertheless, it is a good starting point and serves as a lead-in to subsequent chapters. This chapter discussed many factors, including developing a proper media mix, determining target market and geographic coverage, scheduling, and balancing reach and frequency. Creative aspects, budget considerations, the need for flexibility in the schedule, and the use of computers in the media planning process were also considered. The chapter also introduced a number of resources available to the media planner. A summary chart of advantages and disadvantages of various media was provided, as was an example of a media plan. 331
Belch: Advertising and Promotion, Sixth Edition Key Terms media planning, 301 media objectives, 301 media strategies, 301 medium, 301 media vehicle, 301 reach, 301 coverage, 301 frequency, 303 sweeps periods, 303 index number, 306 V. Developing the Integrated Marketing Communications Program survey of buying power index, 310 brand development index (BDI), 310 category development index (CDI), 311 waste coverage, 313 continuity, 314 flighting, 314 pulsing, 314 Discussion Questions 1. Describe the three methods of promotional scheduling. Give examples of products and/or services that might employ each method. 2. The text notes that one problem in media planning is that ratings information is gathered during sweeps periods. Explain what sweeps periods are, and why this might pose a problem. 3. Figure 10-30 notes some of the advantages and disadvantages associated with various media options. Referring to Figure 10-30, provide examples of products and/or services that might most benefit from the use of each medium. 332 10. Media Planning and Strategy unduplicated reach, 318 duplicated reach, 318 program rating, 318 gross ratings points (GRPs), 318 target ratings points (TRPs), 319 effective reach, 320 average frequency, 321 absolute cost, 323 4. Describe what is meant by waste coverage. The decision must often be made between waste coverage and undercoverage. Give examples when the marketer might have to choose between the two, and when it may be acceptable to live with waste coverage. 5. Figure 10-4 provides a profile of the cola user. Using the indices, describe the profile of the cola user. Now describe the profile of the heavy cola user. 6. The text lists both internal and external factors that might impact the media strategy. Provide examples of each and discuss how they might impact the media plan. © The McGraw−Hill Companies, 2003 relative cost, 323 cost per thousand (CPM), 324 cost per ratings point (CPRP), 324 daily inch rate, 324 target CPM (TCPM), 325 readers per copy, 326 pass-along rate, 326 optimizers, 330 7. Using the BDI and CDI indices, explain the least desirable market situation for marketers. Provide an example. Then do the same for the most desirable situation. 8. Discuss the role of optimizers in media planning. 9. Media planning involves a tradeoff between reach and frequency. Explain what this means and give examples of when reach should be emphasized over frequency and vice versa. 10. One long-time advertising agency executive noted that buying media is both an art and a science, with a leaning toward art. Explain what this means and provide examples.
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