media spend level
Post on 21-Apr-2017
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Media Plan Buying Rationale
Media Spend GuideMedia Plan
At this launch stage, testing the effectiveness of the
campaign is very important, i.e. beside creating
awareness for a brand, you need quick feedback that
tells you if the ad is delivery sales or not. And is
appropriate positioning achieved based on the
communication material and medium the ad is been
seen or heard?
Introduction
Media Selection Rationale
Media RateUsers Affinity% ReachContent
LikesHighly rated time belt and
channels should be considered in a media plan
Selection should also be based on the consumer
affinity to the TV station i.e. premium or low-end
contents
The eye-balls, the likes and followership a content gets determine its selection in a
media plan
The cost rate of a TV program or Radio station
determines its selection in a media plan, lower gets first
consideration
Media Planning Options
Gold Plan
Silver Plan
Bronze Plan
this is the ideal spend for any brand playing in a clustered and highly competitive market category, launching at a maximum spend level
it is an ambitious media investment level for a brand in a clustered market category, spending at an average level among top established competition
this is below the market recommended investment, but with traction in Lagos or the brand strongest market
The Gold Media Plan
Ⅰ
Ⅱ
Ⅲ
Ⅳ
ⅤPan-Nigeria
More inclusive, covering all states in Nigeria
through Cable & Network channel buy-in i.e. DSTV,
NTA, AIT
Lagos Inclusive
NTA & AIT Dominance
Fast DeliveryThe plan delivers the
highest Reach & the most suitable tactical buy to
gain immediate awareness across Nigeria
High Budget
Lagos is the only state that is included in the Gold
plan, being the hub of CPG in Nigeria.
Lagos is the only state where private TV channels dominate, other state has
only NTA & AIT as the most watched TV channel.
The budget is usually high because deployment is cable, network channel and Lagos where cost of buying media is relatively high
Pocket Deployment Income Dependent Budget Dependent Distribution Strength
Radio as PriorityLagos and other economically viable states i.e. Kano, PH, Abuja, Ibadan are considered when adopting the Silver media plan approach to launch a brand
The media investment cost involved is low compare to the Gold plan, but limited to states with high income-earners population.
Recommended media plan for new brand with
average category budget, testing its brand
acceptance in Nigeria
This plan focuses on lucrative states and the brand distributorship strength and locations
High use of Radio is recommended to gain traction within short period of launch
Silver Media Plan
Bronze Media Plan
Lagos Only Spend
Low Budget BrandsSpending at a low level that will enable the brand to grow into other markets (states) at a well studied approach gradually and steadily
First Touch PointThe deployment consider Lagos as the first touch point for most consumer goods and services in Nigeria
This media plan focuses only on Lagos without any direct media investment in other states, as it is the most developed market in Nigeria
0%Abuja
20%
40%
60%
80%
100%
120%
140%
PH Ibadan Kano
AIT NTA Others STV RSTV
TV Ratings
Top 5 TV Channels in Lagos
AITGeneral entertainment content and popular with its early morning newspaper review – Kaakaki
TVCStrongly rated for political programs and general entertainment.
ONTVPopular for entertainment and youthful contents. Leading across Lagos with Jodi Akbar being its most popular program
Channels TVMostly refer to as Nigeria CNN due to its deep news reporting and coverage, popular among the ABC
Galaxy TVPopular among the lower class Lagos TV viewers with high number of Nollywood
13%15% 11%
20% 9%
Others are STV, LTV, MITV
◆ Fee Model
Agencies Fee is based on two scenario:
Service FeeAgencies are paid a 15%
on the GROSS media spend i.e. the gross is before any deduction – the real value of media
investment before discounts
Flat FeeBase on the volume and
value of business a Retainer is usually
agreed and it usually last for a minimum of 1 year
100%15%
Prepared By: Emmanuel Jaitto-Jeffreyjaittoemmanuel@gmail.com
234.806.120.5359TELEPHONE:© Emmanuel Jaitto-Jeffrey.
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