Module One: The Media Planning Process
 Media Planning
 Reach and Frequency
 Scheduling
Lecture Schedule
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https://yout
u.be/ZUG9q
YTJMsI
The creative directors admit the brand
faces a challenge being “consistently
successful with shortened timelines”
and across different media platforms,
and that there’s a high expectation to
deliver high-quality work “over and over
again”… “Ultimately it’s not a lack of
creativity or ideas, it’s a lack of time to
do everything”
https://www.marketingweek.com/dollar-shave-club-
unilever/
The Dollar Shave Club
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Media planning is complex. There are many options across and within media
channels on ‘where to promote’.
Media Planning
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Media Planning A series of decisions involving the delivery of messages
to audiences
Media
objectives
Specific goals to be attained by the media strategy and
program
Media strategy Decisions on how the media objectives can be attained
Media The various categories of delivery systems, including
broadcast and print media
Media planning aims to select the best media mix to deliver the message to
the target audience, cost effectively.
Media Planning
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Media vehicle The specific carrier within a medium category
Reach Number of different audience members exposed at least
once in a given time period
Coverage The potential audience that might receive the message
through the vehicle
Frequency The number of times the receiver is exposed to the
media vehicle in a specific time period
Examples of Media (Medium)
Examples of Vehicles
Newspaper
Television
Outdoors/
Out-of-home
Social media
TV program
Radio station
Specific magazine
Facebook
Activities for Developing the Media Plan
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Selecting media within class
Media use decision
— print
Media use decision
— broadcast
Media use decision
— other media
Determining media strategy
Selecting broad media classes
Marketing
strategy plan
Creative
strategy plan
Situation
analysis
Setting media objectives
Activities for Developing the Media Plan (1)
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Activities for Developing the Media Plan (2)
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Activities for Developing the Media Plan (3)
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Several challenges contribute to the difficulty of establishing the media plan
and they reduce its effectiveness:
Challenges in Media Planning
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Multi-tasking
Multi-screens
Consumers are distracted by multi-tasking on multiple screens and
may be difficult to reach with any impact. Although cross-device
campaigns may increase awareness and purchase intent, choosing
the most cost effective screens adds to the challenge.
Time pressures Time pressures, real or perceived, on the advertiser and planner are
evident in an online world with opportunities to make instant
changes and respond in real time being the new normal.
Effectiveness
measurement
Media effectiveness measures are changing. The difficulty is
measuring the effectiveness of individual components and the
overall plan.
Developing the Media Plan
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Market analysis Establishment of media objectives
Media strategy
development and
implementation
Evaluation and
follow-up
The overall structure of a media plan involves a number of activities drawing
on previous analysis, marketing and creative strategy planning and
follows four steps.
The four steps of the media planning process are:
Market Analysis: Who to Advertise to
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Media planning begins by understanding the market. When conducting the
market analysis planners will access data from different internal and external
sources.
Internal sources • Situation analysis
• Prior research
• Databases
External sources • Syndicated audience research
• Commissioned research
• Secondary sources
Market Analysis: Who to Advertise to
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Index number: A ratio used to describe the potential of a market. The index
number is derived by dividing the percentage of users in a market segment by
the same percentage of the population in the same segment and multiplying
by 100.
୔ୣ୰ୡୣ୬୲ୟ୥ୣ ୭୤ ୳ୱୣ୰ୱ ୧୬ ୟ ୢୣ୫୭୥୰ୟ୮୦୧ୡ ୱୣ୥୫ୣ୬୲
୔ୣ୰ୡୣ୬୲ୟ୥ୣ ୭୤ ୲୦ୣ ୮୭୮୳୪ୟ୲୧୭୬ ୧୬ ୲୦ୣ ୱୟ୫ୣ ୱୣ୥୫ୣ୬୲
x 100
An index number over 100 means use of the product is proportionately greater
in that segment than in one that is average (100) or less than 100.
Index Number Example
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The data in the table below shows the principal users of smartphones by age.
 Determine which
groups are now
using the product
and target them
 OR, identify a
group that is
currently using
the product less
and try to develop
the segment
Market Analysis: Where to Advertise
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A key decision of media strategy is where will the message be placed.
Channel choice may be based on the geographical location of the audience
and market, or on opportunities identified in analysis.
Gratification theory explains how and why consumers seek out specific media:
By understanding the reasons why audiences might engage with a medium,
advertisers can develop strategies to better connect with their customers
Gratification theory Assumes that consumers actively seek out media
they require, with each media option having
different uses and gratifications attached to it.
Module Two: Reach and Frequency
Media objectives have the same characteristics as all objectives (SMARTT)
but relate to achieving outcomes that only media can deliver.
Examples of media objectives:
 Reach 60% of the target audience at least three times over the same six-
month period.
 Use broadcast media to provide coverage of 80% of the target market over
a six-month period.
 Concentrate heaviest advertising in winter and spring, with lighter emphasis
in summer and autumn.
Establishing Media Objectives
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Multiple objectives and budget constraints necessitates a trade-off between
reach and frequency.
A decision is needed on whether to have the message seen or heard by more
people (reach) or by fewer people more often (frequency).
Reach versus Frequency
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Reach The number of different audience members exposed to
at least one media vehicle (or vehicles) in a given period
Frequency The number of times a target audience is exposed to a
media vehicle(s) in a specific period
How much Reach and Frequency is Necessary?
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 Achieving awareness
requires reach–
exposing potential
buyers to the
message.
 Frequency is the
number of times one
is exposed to the
media vehicle, not
necessarily the ad
itself.
Establishing Reach and Frequency Objectives
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Unduplicated
reach
The number of people reached once with a media
exposure.
Unduplicated reach indicates potential new exposures.
Duplicated reach The number of people who are reached by all exposure.
Duplicated reach provides an estimate of frequency.
Program rating The percentage of TV households in an area that are
tuned to a program during a specific time period.
Program rating can act as a measure of potential reach.
Establishing Reach and Frequency Objectives
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The figure provides a representation of reach and
frequency in a television setting.
 If the ad is placed on one TV show one time,
the number of people exposed is the reach
 If the ad is placed on two shows, the total
number exposed once is the unduplicated
reach
 The number of people who were reached by
both shows is the duplicated reach (estimate
of frequency)
Using the program rating, eight million homes
with TVs and the program has a rating of 20, then
the potential reach is 0.20 x 8 = 1.6 million homes.
Gross rating points
(GRPs): A measure that
represents the total delivery
or weight of a media
schedule during a specified
time period.
Target audience rating
points (TARPs): The
number of people in the
primary target audience that
the media buy will reach–
and the number of times.
Using Rating Points
Target audience ratings points
(TARPs)
TARP =
Number of PPL in a target audience reached
by a media buy
Potential target audience for media
buy
x 100
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Determining Effective Reach
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Effective reach: A measure of the percentage of a media vehicle's audience
reached at each effective frequency increment.
Effective Frequency versus Average Frequency
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There are two types of frequency–effective frequency and average
frequency. By comparing effective frequency with average frequency,
planners are able to fine-tune campaigns.
Effective
frequency
The desired level of frequency for a given campaign–value
established by management during the planning phase.
One of the reasons for conducting a situation analysis is to
identify the issues relevant to the objective-setting decisions.
Average
frequency
An observed value, calculated for a given media campaign.
Media planners typically have access to software programs
such as Roy Morgan’s Mediaplanner to calculate the average
frequency for a given campaign.
Recommended Strategies
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GRPs can provide useful information to marketers and advertisers. A certain
level of GRPs is necessary to achieve awareness, and increases in GRPs are
likely to lead to more exposures or more repetitions.
1. Instead if using average frequency, the marketer or advertiser should
decide what minimum frequency goal is needed to reach the advertising
objectives and then maximise reach at that frequency level
2. To determine effective frequency, one must consider marketing factors,
message factors and media factors.
Marketing Factors
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Brand history New brands generally require higher frequency levels.
Brand share The higher the brand share, the lower the frequency level
required.
Brand loyalty The higher the loyalty, the lower the frequency level required.
Purchase cycles Shorter purchasing cycles require higher frequency to maintain
top-of-mind awareness.
Usage cycle Products used daily or more often need to be replaced quickly, so
a higher level of frequency is desired.
Competitive
share of voice
Higher frequency levels are needed when a lot of competitive
noise exists and when the goal is to meet or beat competitors.
Target group The ability of the target group to learn and to retain messages
has a direct effect on frequency.
Message Factors
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Message complexity The simpler the message, the less frequency required.
Message uniqueness The more unique the message, the lower the frequency
required.
New vs continuing
campaigns
New campaigns require higher levels of frequency to
register the message.
Image vs product sell Creating an image requires higher levels of frequency for a
specific product sell.
Message variation A single message requires less frequency; a variety of
messages requires more.
Wear out Higher frequency may lead to wear out.
Advertising units Larger or more engaging units require less frequency than
smaller ones to get the message across.
Media Factors
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Clutter The ire advertising that appears in the media used, the more
frequency is needed to break through the clutter.
Editorial
environment
The more consistent the ad us with the editorial environment, the
less frequency is needed.
Attentiveness The higher level of attention achieved by the media vehicle the
less frequency is required.
Scheduling Continuous scheduling requires less frequency than does
flighting or pulsing.
Number of
media used
The fewer media used, the lower the level of frequency required.
Repeat
exposures
Media that allow for repeat exposures (e.g., monthly magazines)
require less frequency.
Module Three: Scheduling
The primary objective of media scheduling is to time communication efforts
so that they will coincide with the highest potential buying periods.
There are three main scheduling methods:
Scheduling
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Continuity Continuous pattern of advertising; every day, every
week, or every month
Flighting Intermittent periods of advertising and no advertising
Pulsing Combination of the first two; continuity is maintained but
at certain periods advertising is increased
Scheduling
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When are the Scheduling Methods Most Appropriate?
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Continuity Appropriate for food products, household products
and products consumed on an ongoing basis.
Flighting Suited to seasonal or other products that are
consumed mostly during certain time periods.
Pulsing Used for products that have little sales variation
from period to period, but might see some increase
in certain times, such as cold beverages in the hot
summer months.
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Continuity
Advantages Disadvantages
Serves as a constant reminder to the
consumer
Higher costs
Covers the entire buying cycle Potential for over exposure
Allows for media priorities (quantity
discounts, preferred locations, etc.)
Limited media allocation possible.
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Flighting
Advantages Disadvantages
Cost efficiency of advertising only
during purchase cycles
Increased likelihood of wear out
May allow for inclusion of more than
one medium or vehicle with limited
budgets
Lack of awareness,, interest, retention
of promotional messages during non-
scheduled times
Weighting may offer more exposure
and advantage over competitors
Vulnerability to competitive efforts
during non-scheduled periods
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Pulsing
Advantages (Same as Previous Two) Disadvantages
Serves as a constant reminder Not required for seasonal products
Covers the entire buying cycle Not required for other cyclical products
Allows for media priorities (quantity
discounts, preferred locations, etc.)
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
https://youtu.
be/QbwgXpE
We04
Next - Lecture 7
Media Strategy and Selection
[Chapter 11; p. 328 - 371]
CRICOS code 00025B
Questions?