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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Media Plan
Summary
Markets
Media Strategy
Local Media
Selection
Rationale
V. Developing the
Integrated Marketing
Communications Program
10. Media Planning and
Strategy
Group A Group B Combined
# markets 5 6 11
% BB WM volume 51.0 17.4 68.4
% category WM volume 44.7 17.8 62.5
% U.S. TV HH 14.2 11.9 26.1
Develop a media mix, where required and affordable, as follows:
© The McGraw−Hill
Companies, 2003
• Television: Deliver designated weekly TRP levels over a
maximum of three periods: 2nd Q, 3rd Q, and 4th Q, depending
upon market importance and TV costs.
• Out-of-home: Bus shelters/subway signs in NY; posters in selective
markets.
• Magazine: Regional editions rather than local-market editions due
to lower cost and CPMs.
Select the media emphasis by market based on:
1. High BB and category WM volume.
2. BB strength vis-a-vis the category and competitors.
3. Opportunity for BB share increase.
4. Targeted media availability and cost.
5. Total available media budget.
Note: All markets receive magazine ad support.
New York: Protect highest volume = TV in 2nd and 3rd Qtrs; shelters
and subway signs.
Boston: Share-increase opportunity = TV in all three Qtrs;
posters in 2nd Q.
Miami: BB dominant in share = TV in 2nd Q; posters in 2nd Q.
Hartford: BB strongest, protect share = TV in 2nd and 3rd Qtrs.
Philadelphia: Share-increase opportunity = TV in all three Qtrs.
Tampa: Protect share = TV in 2nd and 3rd Qtrs.
Detroit: Share-increase opportunity = TV in all three Qtrs.
Baltimore: Strong BB share = Media too costly [print only].
Washington: BB highest share = Media too costly [print only].
Los Angeles: Share-increase opportunity in #3 category market = TV
in 3rd Q.
Albany: Mid-range share, volume potential law = Print only.