INTRODUCTION
The bible of media planning
for more than 25 years, Advertising Media Planning teaches the fundamentals of planning,
purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's
rapid proliferation of media choices. This new edition covers the increasing use of
nontraditional and interactive media, including interactive television and the Internet.
CONTENTS
Foreword by Erwin
Ephron,Founder & President
Ephron, Papazian & Ephron, Inc
Acknowledgments
CHAPTER 1: Introduction
Media: A Message Delivery System
Media Planning
Changing Face of Media Planning
Changing Role of Media Planners
Media Classes
Traditional Mass Media
Nontraditional Media
Specialized Media
Different Kinds of Media Categories
General Procedures in Media Planning
Principles for Selecting Media Vehicles
Problems in Media Planning
Insufficient Media Data
Time Pressures
External Influences
Lack of Objectivity
Measuring Advertising Effectiveness
CHAPTER 2: Sample Media Plan
Background to Hypothetical Plan
Media Objectives
Competitive Analysis
Budgets
Media Selection
Timing of Media Delivery
Target Audience Analysis
Media Habits
Media Selection Rationale
Creative Media Options
Media Strategy
Flowchart and Budget
Post-Buy Evaluation
CHAPTER 3: The Relationship Between Media, Advertising, and Consumers
How Consumers Choose Media: Evaluating Content
Strong Feelings
Loyalty
Media Usage and Subsequent Behavior
Varied Relationships between Audiences and Media
How Consumers Perceive Internet Advertising
How Audiences Process Information from Media
Media's Importance in the Buying Process
Media Planning and the Marketing Mix
Exposure: The Basic Measurement of Media Audiences
Need for Better Media Vehicle Measurements
Response Function
Measurements of Audiences to Advertising in Vehicles
Cost per Thousand
Cost per Rating Point
Is There a Better Way?
CHAPTER 4: Basic Measurements and Calculations
How Media Vehicles are Measured
Television and Radio
Magazines and Newspapers
Internet
Out-of-Home
How the Data are Interpreted
Various Concepts of Audience Measurements
General Uses of Vehicle Audience Measurements
Actual or Potential Audience Size Measurements
Audience Accumulation
Coverage
Households Using Television
Broadcast Ratings
CHAPTER 5: Advanced Measurements and Calculations
Gross Ratings Points
GRPs in Broadcast Media
GRPs in Other Media
Gross Impressions
Reach
Why Audience is Only Counted Once
Kinds of Reach
Relationship of Reach to Coverage
How Reach Builds Over Time
Reach in Print Media
Frequency
Frequency Distribution
The Relationship of Reach to Frequency
Effective Frequency
Response Curves and Effective Frequency
Effective Frequency Numbers
Effective Reach: The Other Side of the Coin
Brief History of Effective Frequency
Naples Study
Questions Regarding Effective Frequency Research
Is There a Need for Product Category Differentiation?
Is There a Threshold?
What is the Relationship between Good Advertising and Effective Frequency?
Does Advertising Wear Out When There Is Too Much Frequency?
How Much Vehicle Exposure Equals Advertising Exposure?
Should Media Planning Be Based on Purchasing Cycles?
Recency and the Shelf-Space Model of Media Planning
Summary
CHAPTER 6: Marketing Strategy and Media Planning
What a Media Planner Needs to Know
Situation Analysis
Marketing Strategy Plan
Marketing Objectives
Marketing Mix and Strategy
Budget
Creative Strategy
Dealers and Distribution
Overall Sales Strategy
Test Marketing
Competitive Media Expenditure Analysis
Major Expenditure Data Sources
CMR Monitored Media/Syndicated Reports
Gathering and Assembling the Data
Analyzing the Data
Using Competitive Media Expenditure Analyses
Sources of Marketing Data
Major Data Services
Other Sources of Data
Single-Source Marketing Data
Limitations of Available Data
Appendix 6A: Media Planning Resources on the Internet
General Media Planning Sites
Broadcast Planning Sites
Print Planning Sites
Outdoor Planning Sites
Internet Planning Sites
Advertising Publication Sites
Advertising Industry Sites
Advertising Term/Glossary Sites
CHAPTER 7: Strategy Planning I: Who, Where, and When
Target Selection (Who)
Index Number Analysis
Lifestyle Analysis
Where to Advertise
Classification of Geographic Areas
Sales Analysis
Heavy User Data
Buying Power Indices
Cut-Off Points
When to Advertise
Monthly Sales Analysis
Budget Constraints
Competitive Activities
Specific Goals for the Brand
Product Availability
Promotional Requirements
CHAPTER 8: Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
Geographic Weighting
Different Forms of Weighting
Share of Voice (Message Weight Distribution)
Guidelines for Geographic Weighting
Case Study 8-1: Allocating Weights to Spot TV Markets on a Pro-Rata Basis
Case Study 8-2: Weighting Markets on the Basis of Minimum BDIs and CDIs
Case Study 8-3: Weighting Markets by Combining Quantitative and Qualitative Values for
Each Market
Reach and Frequency
When to Emphasize Reach
When to Emphasize Frequency
Effective Frequency and Reach
Case Study 8-4: How to Set Effective Frequency Levels
Scheduling
Continuity
Flighting
Pulsing
CHAPTER 9: Selecting Media Classes: Intermedia Comparisons
Intermedia Comparisons
Consumer Media Classes
Newspapers'Reasons for Using
Newspapers'Limitations
Magazines'Reasons for Using
Magazines'Limitations
Newspaper Supplements'Reasons for Using
Newspaper Supplements'Limitations
Television'Reasons for Using
Television'Limitations
Radio'Reasons for Using
Radio'Limitations
Internet'Reasons for Using
Internet'Limitations
Direct Mail'Reasons for Using
Direct Mail'Limitations
Telemarketing'Reasons for Using
Telemarketing'Limitations
Outdoor Advertising'Reasons for Using
Outdoor Advertising'Limitations
Transit Media'Reasons for Using
Transit Media'Limitations
Cable TV'Reasons for Using
Cable TV'Limitations
New Media Concepts
Cross-Media (or Multimedia Integration)
Database Media Planning
Place-based Media
Intermedia Comparisons for Nonmeasured Media
Media Mix
Estimating Media Reach and Frequency
When to Use a Media Mix
Criteria for Media Selection beyond the Numbers
CHAPTER 10: Principles of Planning Media Strategy
Media Strategy Concepts
Dominant Brand Presence in Media
Advertise When People Are Buying
Creative Strategy's Impact on Media Strategy
Alternative Media Strategies
What Media Planners Should Know Before Starting to Plan
Marketing Problems
Recommended Actions
Complexities of a Strategy
How the Product Will Be Sold
How Advertising Sells a Product to One Customer
How to Neutralize the Competition's Strategy
Cost of Strategies
Other Elements of Media Strategy
Media Targets
Creative Strategy
Reach and Frequency
Continuity
Budget Constraints
Creative Media Strategy
Guidelines for Creative Media Strategy
Examples of Media Strategies
Media Strategy Is Not a Science
Relationships among Reach, Frequency, Continuity, Numbers of Markets and Ad
Size
Weighing Alternatives
Setting Priorities
Choosing Media Strategies
Prevailing Wisdom
Research into Effective Media Strategies
Typical Media Strategies and Alternatives
Case Study 10-1: Planning a Cross-Media Strategy
CHAPTER 11: Evaluating and Selecting Media Vehicles
Determining Media Values for Magazines
Target Reach, Composition and Cost Efficiency
Magazine Planning Process
Other Media Values
Secondary Audiences
Editorial Environment
Special Opportunities in Magazines
Media Imperatives
Position Alternatives
Circulation Trends
Advertising Copy Checking and Product Restrictions
Response to Coupons, Information, or Recipes
Available Discount
Flexibility
Color Quality
Qualitative Measures of Media
Types of Qualitative Values
Using Qualitative Values
Ad Positions within Media
Problems of Positioning Research
Some Position Effects
Internet Media Vehicles
Evaluating and Selecting Internet Media
Buying Internet Media
Internet Still in Its Infancy
CHAPTER 12: Media Costs and Buying Problems
Some Considerations in Planning and Buying Media
Media Costs
Television
Cable TV
Magazines
Newspapers
Radio
Internet
Out-of-Home Media
Media Buying Problems
Network TV
Buying Network TV
Spot TV
Syndicated TV
Cable TV
Magazines
Newspapers
Radio
Internet
CHAPTER 13: Setting and Allocating the Budget
Setting the Budget
Traditional Methods of Setting Budgets
Experimental Methods of Setting Budgets
Factors in Determining the Size of an Advertising Budget
Allocating the Advertising Budget
Geographic Allocations
Payout Planning
CHAPTER 14: Testing, Experimenting and Media Planning
Tests and Experiments
Why Test or Experiment?
How They Differ
Which is Better?
Market Mix Modeling
Test Marketing
Purposes of Test Marketing
Advertiser-Run Market Tests
Research Designs Used in Test Marketing
Media Testing
Types of Media Testing
Requirements for Selecting Media Test Markets
Media Translations
Little U.S.A. versus As It Falls Philosophy
Translations in Radio and Television
Translations in Print
Glossary of Terms
