What term refers to the number of different people or households exposed at least once to a medium during a given period of time?

Integrated Advertising, Promotion, and Marketing Communications 8e (Clow/Baack)

Chapter 7 Traditional Media Channels

1) A media strategy is the process of:

A) investigating the media usage of a product's target market.

B) analyzing and choosing media for an advertising and promotions campaign.

C) selecting the outlets of each media that will be used for an advertising campaign.

D) choosing the proper appeal, message, strategy, and execution.

2) Successful marketing involves identifying target markets and the right media to reach the

members of those markets.

TRUE or FALSE

3) A media strategy is the process of analyzing and choosing media for an advertising and

promotions campaign.

TRUE or FALSE

4) Client budgets for advertising have exceeded the increase in the costs of advertising time and

space.

TRUE or FALSE

5) Account executives and media buyers face stronger demands for results and accountability for

expenditures on advertising.

TRUE or FALSE

6) Define a media strategy.

7) The part of the media plan that reviews the fundamental marketing program is a(n):

A) marketing analysis.

B) advertising analysis.

C) media strategy.

D) media mix.

8) The part of the media plan that spells out the media to be used and creative considerations is

the:

A) marketing analysis.

B) advertising analysis.

C) media strategy.

D) media mix.

9) The part of the media plan that notes when and where ads will appear is the:

A) marketing analysis.

B) advertising analysis.

C) media strategy.

D) media schedule.

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1. 1. Because learning changes everything.® Planning Media Strategy: Disseminating the Message Chapter 9 © 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw Hill.
2. 2. © McGraw Hill Learning Objectives 9-1 Define media planning and indicate why it is important in advertising and IMC. 9-2 Explain the role of media in the marketing framework. 9-3 Describe how planners define media objectives. 9-4 Discuss how reach, frequency, and continuity are optimized in media planning. 9-5 Outline how media planners create a media strategy. 9-6 List the tactics that can be used to implement a media strategy. 9-7 Explain how computer technologies change media planning.
3. 3. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 1 The Challenge • Media planner job just as critical as creative director. • Can be responsible for millions of client dollars. • Some agencies integrate strategic planning and media planning groups. • Media decisions become more critical; clients more demanding.
4. 4. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 2 The Challenge continued • Increasing media options increase audience fragmentation. • More difficult to reach a big audience today. • Many consumers overwhelmed by number of media choices. • Internet created many new media options. • Nontraditional media also expanded the choices.
5. 5. © McGraw Hill Exhibit 9-1 Percent of Ad Dollars Allocated across Media Categories in the United States Access the text alternative for slide images. Source: “US Programmatic Ad Spending Forecast 2017,” eMarketer.com
6. 6. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 3 The Challenge continued • Increasing costs. • Cost of reaching target audiences increasing for almost all media. • Cost of exposing 1,000 people to each of the major media rose faster than inflation in last decade. • Especially challenging for marketers with small budgets.
7. 7. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 4 The Challenge continued • Increasing complexity in media buying and selling. • Ever-changing media landscape creates complexity. • Companies create “value-added” programs to provide benefits. • Public relations, sales promotion, direct marketing. • Television networks develop partnerships with sports and event sponsors.
8. 8. © McGraw Hill Value-Added Content Value-added packages are exemplified nicely in Wayfair’s sponsorship of the reality show Brother vs. Brother, appearing on HGTV. The company sells home products that include “looks” from the hit show. Source: Wayfair LLC
9. 9. © McGraw Hill Branding Within Programming TV advertisers sometimes find it is better to weave their brands right into the shows rather than run traditional commercials. Popular television shows like America’s Got Talent and Modern Family offer advertisers unique opportunities to draw attention to their brands. Source: NBC/Photofest
10. 10. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 5 The Challenge continued • Increasing competition. • Independent media-buying services in the early 1990s. • Financial clout a factor in negotiating media buys. • Ad agencies responded by setting up media departments as separate entities. • Digital media gives companies greater control over media spending.
11. 11. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 6 The Role of Media in the Marketing Framework • Marketing objectives and strategy: • Objectives focus on solving a problem or seizing an opportunity. • 4Ps: product, place, price, promotion. • 4Cs: consumer, cost, convenience, communication.
12. 12. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 7 The Role of Media in the Marketing Framework continued • Advertising objectives and strategy: • Focus on communication goals. • Employ elements of the creative mix: • Product concept, target audience, IMC message, and communications media.
13. 13. © McGraw Hill Media Planning: Integrating Science with Creativity in Advertising 8 The Role of Media in the Marketing Framework continued • Media-planning framework: • Need to identify when, where, and under what conditions contact can best be made with customer and plan for that.
14. 14. © McGraw Hill Defining Media Objectives 1 Audience Objectives • Define specific types of people the advertiser wants to reach. • Planners rely on resources like Arbitron and Nielsen for basic demographic information. • Planners select media vehicles.
15. 15. © McGraw Hill Defining Media Objectives 2 Message-Distribution Objectives • Define where, when, and how often advertising should appear. • Media planner must understand: • Message weight. • Reach. • Frequency. • Continuity.
16. 16. © McGraw Hill Defining Media Objectives 3 Message-Distribution Objectives continued • Audience size and message weight. • Circulation. • Readers per copy. • Message weight: total size of audience for set of ads or entire campaign. • Determined by gross impressions and gross rating points.
17. 17. © McGraw Hill Exhibit 9-5 Gross Rating Points Analysis for Alpha Brand in the Second Quarter, 2006 Media Vehicle Target Audience* Messages Used Gross Impressions TV Channel 6 News 140,000 15 2,100,000 Daily newspaper 250,000 7 1,750,000 Spot radio 10,000 55 550,000 Total gross impressions 4,400,000 *Assumes market size of 1 million people.
18. 18. © McGraw Hill Defining Media Objectives 4 Message-Distribution Objectives continued • Reach. • Total number of unique people or households exposed, at least once, to a medium during a given period of time, usually four weeks. • Accumulated by using same media vehicle continuously or by combining two or more media vehicles.
19. 19. © McGraw Hill Defining Media Objectives 5 Message-Distribution Objectives continued • Frequency. • The intensity of a media schedule, based on repeated exposures to the medium or the program. • Calculated as average number of times individuals or homes are exposed to the medium.
20. 20. © McGraw Hill Defining Media Objectives 6 Message-Distribution Objectives continued • Continuity. • The duration of an advertising message or campaign over a given period of time. • Important to sustain memory of an ad.
21. 21. © McGraw Hill Reach vs Impressions 21
22. 22. © McGraw Hill Optimizing Reach, Frequency, and Continuity: The Art of Media Planning 1 Effective Reach • Refers to the quality of the exposure. • Measures percentage of audience who receive enough exposures to truly receive the message.
23. 23. © McGraw Hill Optimizing Reach, Frequency, and Continuity: The Art of Media Planning 2 Effective Frequency • The average number of times a person must see or hear a message before it becomes effective. • Cannon and Riordan focus on optimal frequency. • Studies of advertising response curve show: • Incremental response to advertising diminishes rather than builds with repeated exposures. • Researcher Erwin Ephron suggests recency planning.
24. 24. © McGraw Hill Exhibit 9-8 Relationship of Reach and Frequency Reach, frequency, and continuity have an inverse relationship to one another. For instance, in the example, an advertiser can reach 6,000 people once, 3,000 people 5.5 times, or 1,000 people 9 times for the same budget. However, to gain continuity over time, the advertiser would have to sacrifice some reach and some frequency.
25. 25. © McGraw Hill Exhibit 9-9 Two Advertising Response Curves The S-shaped curve would be applicable for products that require a frequency of more than one to reach a threshold of greatest response. After that threshold is reached, the response diminishes for each subsequent exposure. The convex curve applies to products for which the first exposure produces the best return and all subsequent exposures produce a slightly lower response.
26. 26. © McGraw Hill Developing a Media Strategy: The Media Mix 1 Elements of the Media Mix • Markets: various targets of media plan. • Money: how much to budget and where to allocate it. • Media: all available communication vehicles. • Mechanics: time units, sizes, the internet, etc. • Methodology: overall strategy of selecting and scheduling media vehicles.
27. 27. © McGraw Hill Developing a Media Strategy: The Media Mix 2 Factors That Influence Media Strategy Decisions • Scope of the media plan. • Domestic markets: local, regional, national. • International markets: can be challenging for U.S. advertiser to adapt to.
28. 28. © McGraw Hill Adapting to the International Market Global brands like Coca Cola must simultaneously adapt to local cultures and retain the essence of a strong brand. This ad shows how well Coke handles the challenge. Source: The Coca-Cola Company
29. 29. © McGraw Hill Developing a Media Strategy: The Media Mix 3 Factors That Influence Media Strategy Decisions continued Sales potential of different markets. The Brand Development Index (BDI) indicates the sales potential of a particular brand in a specific market area. - BDI = (percent of brand’s total U.S. sales in the area) ÷ (percent of total U.S. population in the area) × 100 The Category Development Index (CDI) determines the potential of the whole product category and works much the same way as the BDI. - CDI = (percen of the product category’s total U.S. sales in the area) ÷ (percent of total U.S. population in the area) × 100
30. 30. © McGraw Hill Exhibit 9-11 Comparing Brand and Category Development Media buyers compare the brand development index with the category development index for their products to better understand which markets will respond best to advertising. Advertising can be expected to work well when BDI and CDI are both high, but probably not when both are low. Access the text alternative for slide images.
31. 31. © McGraw Hill Developing a Media Strategy: The Media Mix 4 Factors That Influence Media Strategy Decisions continued • Competitive strategies and budget considerations. • Affects media, mechanics, and methodology of media mix. • Media planner should analyze company’s share of voice. • Bypass media where competitors dominate.
32. 32. © McGraw Hill Developing a Media Strategy: The Media Mix 5 Factors That Influence Media Strategy Decisions continued • Media availability and economics: the global marketer’s headache. • Not all countries have the wide array of media found in the U.S. • TV ownership might be low. • Literacy rates restrict newspaper coverage. • Problem with spillover media.
33. 33. © McGraw Hill Developing a Media Strategy: The Media Mix 6 Factors That Influence Media Strategy Decisions continued • Nature of the medium and mood of the message. • Simple versus complex messages. • Emotionally oriented messages. • Sometimes the medium is the message.
34. 34. © McGraw Hill Developing a Media Strategy: The Media Mix 7 Factors That Influence Media Strategy Decisions continued • Message size, length, and position considerations. • Characteristics of particular media cannot be controlled by planner. • Planner must consider nature of the advertising message. • Special positions in print media cost more.
35. 35. © McGraw Hill Developing a Media Strategy: The Media Mix 8 Factors That Influence Media Strategy Decisions continued • Buyer purchase patterns. • Affects every area of media mix.
36. 36. © McGraw Hill Developing a Media Strategy: The Media Mix 9 Stating the Media Strategy • Brief definition of target audiences. • Explains nature of message. • Indicates which media types will be used. • Outlines reach, frequency, and continuity goals. • Provides budget for each medium. • States intended size of message units.
37. 37. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 1 Criteria for Selecting Individual Media Vehicles • Overall campaign objectives and strategy. • Characteristics of product often suggest suitable choice. • Must consider content and editorial policy of vehicle. • Programmatic advertising buys match content sites to advertisers.
38. 38. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 2 Criteria for Selecting Individual Media Vehicles continued • Characteristics of media audiences. • How closely does audience match profile of target market? • How interested is audience in publication or program?
39. 39. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 3 Criteria for Selecting Individual Media Vehicles continued • Exposure, attention, and motivation value of media vehicles. • Exposure value: how many people an ad “sees.” • Attention value: concerns advertising message and copy, as well as the medium. • Motivation value: factors like quality reproduction and timeliness can motivate consumer.
40. 40. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 4 Criteria for Selecting Individual Media Vehicles continued • Cost efficiency of media vehicles. • Cost per thousand (CPM). • Cost efficiency. • Cost per point (CPP).
41. 41. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 6 The Synergy of Mixed Media • Reach people not available through only one medium. • Provide repeat exposure in less-expensive medium. • Use intrinsic value to extend creative effectiveness of ad. • Deliver coupons in print media when primary vehicle is broadcast. • Produce synergy.
42. 42. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 7 Methods for Scheduling Media • Continuous, flighting, and pulsing schedules. • Continuous: runs steadily. • Flighting: alternate periods of advertising with periods of no advertising. • Pulsing: mix of continuous and flighting.
43. 43. © McGraw Hill Media Tactics: Selecting and Schedule Media Vehicles 8 Methods for Scheduling Media continued • Additional scheduling patterns: • Bursting: same commercial runs every half hour on the same network during prime time. • Roadblocking: buying air time on all three networks simultaneously. • Blinking: flood airways to make it virtually impossible to miss ads.
44. 44. © McGraw Hill Artificial Intelligence in Media Selection and Scheduling Programmatic Advertising • Becoming bigger part of the way media bought and sold. • Most planners use software to provide media planning systems on a syndicated basis. • Telmar first company. • Forcing media planners to rethink how they plan. • Disadvantages: expensive, poorly placed ads.
45. 45. © McGraw Hill Tools for Media Planning AdSense by Google is an invaluable tool for media planning, especially for small websites as it allows them to generate revenue from visitors. And it offers ad buyers access to tens of thousands of niche markets. Source: Google
46. 46. © McGraw Hill Because learning changes everything.® www.mheducation.com © 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw Hill.

• Audience fragmentation: With the advent of modern technology and the natural maturation of the marketplace, many more media are available to choose from today, and each offers more choices.
• Increasing costs: The cost per thousand of exposing people to each of the major media outlets has risen faster than inflation.
• Increasing complexity in media buying and selling: As the process of buying media has become more complex, so has the process of selling media. Value-added packages often employ communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.
• Increasing competition: To respond to increased competitive pressure, ad agencies have started unbundling their own media departments, setting them up as separate media specialist subsidiaries.
• Marketing Objectives and Strategy: objectives and strategies result from the marketing situation (or SWOT) analysis, which defines the company’s strengths and weaknesses and uncovers any marketplace opportunities and threats.
• Advertising Objectives and Strategy: To achieve their objectives, companies devise advertising strategies that employ the elements of the creative mix: the product concept, target audience, advertising message, and communication media.
• The Media-Planning Framework: Development of a media plan involves the same process as marketing and advertising planning.
  First, review the marketing and advertising objectives and strategies and set relevant, measurable objectives that are both realistic and achievable by the media.
  Next, try to devise an ingenious strategy for achieving these objectives.
  Finally, develop the specific tactical details of media scheduling and selection.
• Message weight: the total size of the audience for a set of ads or an entire campaign.
  Reach: the number of different people or households exposed at least once to an ad or campaign during a given period of time, usually four weeks.
  Frequency: the intensity of a media schedule, based on repeated exposures to the medium or the program—necessary to the message being remembered.
  Continuity: duration of an advertising message or campaign over a given period of time—necessary to sustaining memory of the message.
• Audience size: For print media, firms like the Audit Bureau of Circulations actually count and verify the number of subscribers (the circulation) and then multiply by the estimated number of readers per copy (RPC) to determine the total audience.
• Media people use the term effective reach to describe the quality of exposure (not just numbers).
• Similar to the concept of effective reach is effective frequency, defined as the average number of times a person must see or hear a message before it becomes effective.
  Recency planning is based on “the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy.”
  The advertising response curve indicates that incremental response to advertising actually diminishes, rather than builds, with repeated exposures.
• Many factors go into developing an effective media strategy. The mix of different factors involved is known as the five Ms (5Ms): markets, money, media, mechanics, and methodology.
  Markets—the various targets of a media plan
  Money—how much to budget and where to allocate it
  Media—all communications vehicles available to a marketer
  Mechanics of advertising media and messages
  Methodology—the overall strategy of selecting and scheduling media vehicles
• Media decisions are greatly influenced by a variety of factors over which the media planner has little or no control.
  - Scope: The location and makeup of the target market—domestic and international—strongly influence the breadth of the media plan.
• The sales potential of markets depends on brand development and category development.

  The Brand Development Index (BDI) indicates the sales potential of a particular brand in a specific market area.
  BDI = (percent of brand’s total U.S. sales in the area) ÷ (percent of total U.S. population in the area) × 100
  The Category Development Index (CDI) determines the potential of the whole product category, and works much the same way as the BDI.
  CDI = (percent of the product category’s total U.S. sales in the area) ÷ (percent of total U.S. population in the area) × 100

• Competition and Budget: Advertisers always have to consider what competitors are doing, particularly those that have larger advertising budgets.
• Media Availability and Economics: Every country has communications media, but they are not always available for commercial use—especially radio and television—and coverage may be limited.
• Nature of the Medium and Mood of the Message: An important influence on the media element of the mix is how well a medium works with the style or mood of the particular message.
• Message Size, Length, and Position Considerations: The particular characteristics of different media, over which the media planner has no control, affect the “mechanics” element of the media mix.
• The media planner must consider how, when, and where the product is typically purchased and repurchased.
• A written rationale for the media strategy is an integral part of any media plan.
• Once the general media strategy is determined, the media planner can select and schedule particular media vehicles. Criteria for selection include:
  Overall campaign objectives and strategy.
• Once the general media strategy is determined, the media planner can select and schedule particular media vehicles. Criteria for selection include:
  Characteristics of media audiences.
• Once the general media strategy is determined, the media planner can select and schedule particular media vehicles. Criteria for selection include:
  Exposure, attention, and motivational value of media vehicles.

  To understand the concept of exposure value, think of how many people an ad “sees” rather than the other way around. Five factors that affect the probability of ad exposure are:
  1) The senses used to perceive messages from the medium
  2) How much and what kind of attention the medium requires
  3) Whether the medium is an information source or a diversion
  4) Whether the medium or program aims at general or specialized audiences
  5) The placement of an ad in the vehicle (within or between broadcast programs; adjacent to editorial material or other print ads)

  Degree of attention is another consideration. Exposure value relates only to the medium; attention value concerns the advertising message and copy as well as the medium. Six factors are known to increase attention value:
  1) Audience involvement with editorial content or program material
  2) Specialization of audience interest or identification
  3) Number of competitive advertisers (the fewer the better)
  4) Audience familiarity with the advertiser’s campaign
  5) Quality of advertising reproduction
  6) Timeliness of advertising exposure

• Once the general media strategy is determined, the media planner can select and schedule particular media vehicles. Criteria for selection include:
  Cost efficiency of media vehicles: common measures are cost per thousand (CPM) and cost per point (CPP).
• A combination of media is called a mixed media approach. Reasons for using mixed media are:
  To reach people unavailable through only one medium
  To provide repeat exposure in a less-expensive secondary medium after attaining optimum reach in the first
  To use the intrinsic value of an additional medium to extend creative effectiveness of the ad campaign
  To deliver coupons in print media when the primary vehicle is broadcast
  To produce synergy, where the total effect appears to be greater than the sum of the parts
• After selecting the appropriate media vehicles, the media planner decides how many space or time units to buy of each vehicle and schedules them for release over a period of time when consumers are most apt to buy the product. To build continuity in a campaign, planners use three principal scheduling tactics: continuous, flighting, and pulsing (see Exhibit 9–14).
  In a continuous schedule, advertising runs steadily and varies little over the campaign period.
  Flighting alternates periods of advertising with periods of no advertising.
  The third alternative, pulsing, mixes continuous and flighting strategies.
• For high-ticket items that require careful consideration, bursting—running the same commercial every half hour on the same network in prime time—can be effective.
  A variation is road blocking, buying airtime on all major networks simultaneously.
  Digital Equipment used a scheduling tactic called blinking to stretch its slim ad budget. To reach business executives, it flooded the airwaves on Sundays (on both cable and network TV channels) to make it virtually impossible to miss the ads.
• Programmatic advertising relies on computers to match messages and audiences in real time based on complex algorithms of what advertisers are willing to pay and content providers are willing to sell.

  The last decade has seen a profusion of new computer software to assist media planners.
  Established in 1968, Telmar was the first company to provide media planning systems on a syndicated basis. Telmar’s software suite is designed to help media planners, buyers, research analysts, and sellers work more efficiently and make better judgments in the evaluation or sales process.

What term refers to the number of different people or households exposed at least once to a medium during a given period of time quizlet?

What refers to the number of people or households that can come across your advertisement through a given media type?

What is the number of people exposed to an advertisement known as?

Is a measure of the number of individuals exposed to an advertisement within a specified time period?