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Learning Objectives
Assess roles & responsibilities of both client and agency in media planning
Differentiate among media objectives, media strategies and media execution
Utilize terminology used in media planning
Continued…
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Learning Objectives (cont.)
Describe the steps involved in the media selection process
Identify the factors affecting the size of an advertising budget
Describe the methods of determining the size of an advertising budget
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Media Planning
Process of developing a plan of action for communicating messages to the right people (target)
at the right time, and
with the right frequency.
Efficiency in media planning can be loosely defined as gaining maximum impact or exposure at minimum cost to the client.
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Media Planning Process
Client provides relevant background information to agency in the form of a media brief.
1. Market Profile
2. Product Media Profile
3. Competitor Media Usage
4. Target Market Profile
5. Media Objectives
6. Media Budget
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Media Planning Process
Marketing PlanMarketing Plan
Media ObjectivesMedia Objectives
Media StrategiesMedia Strategies
Creative PlanCreative Plan
Advertising PlanAdvertising Plan
Media EvaluationMedia Evaluation
Media ExecutionMedia Execution
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The Media Plan
Document that outlines all relevant details including:How a client’s budget will be spent
Clearly defined objectives
Rationalized strategies
Precise execution details
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Media Objectives
Clearly worded statements that outline what the media plan should accomplish.
1. Who is the target market?
2. What is the advertising message?
3. Where are the market priorities?
4. When is the best time to advertise?
5. How many, often, long?
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Media Strategies
Numerous factors are considered for achieving objectives: Target MarketNature of Advertising MessageReach/Frequency/ContinuityMarket CoverageBest time to reach targetCompetitor media strategiesMedia alternativesBudget
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Target Market Media Strategies
Profile- matchingProfile-
matchingRifleRifle
RoadblockRoadblock
ShotgunShotgun
Explain why roadblocking is not useful in rifle or profile-matching strategies.
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Nature of Advertising Message
Factual message
print & website
Emotional message
broadcast, online video & website
Promotional message
TV for awareness
Print, POP & website for details on how to enter
Brand-name awareness
outdoor &transit
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Reach/Frequency/Continuity
ReachHow many?
FrequencyHow often?
ContinuityHow long?
How flexible is the plan? Can it be altered?
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Reach
The total unduplicated audience [individuals or households] exposed to a message one or more times in a period (week).
Reach Formula = # households tuned in
# households in area
= 50 000 or 1
250 000 5
= 20%
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Frequency
The average number of times an audience is exposed to a message over a period of time (week).
Frequency Formula = Total Exposures
Reach
= 250 000
50 000
= 5.0
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Impressions
Total number of commercial occasions scheduled, multiplied by the total target audience potentially exposed to each occasion.Impressions = Reach X Frequency
= 100 000 X 3
= 300 000Over an 8-week schedule the gross impressions would be:
2 400 000 (300 000 X 8)
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GRPs refer to the weight of a media schedule against a pre-determined target audience.
GRP = Reach (%) x Frequency
= 50 x 3.5
= 175
Gross Rating Points (GRPs)
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Continuity, Engagement, & Flexibility
Continuity:
The length of time required to generate impact on a target audience.
Engagement:
The degree of involvement a person has with the media when they are using it.
Flexibility:The ability to modify media spending plans throughout the scheduled advertising period.
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National
Regional
Key Market
Selective
Identifying the number of markets where advertising will occur.
Media Coverage
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Competitor Media Strategies
Media planners should analyze competitors’ media usage and expenditure patterns.Should you follow a similar pattern?
Should you recommend a unique strategic direction?
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Media Alternatives
TelevisionRadio
NewspaperMagazines
Out-of-HomeDirect-Response
Internet
TelevisionRadio
NewspaperMagazines
Out-of-HomeDirect-Response
Internet
1. Nature of the product
2. Description of the target market and the media they refer to most often
3. Budget is key influence
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Budget Influence on Media Strategy
Media Mix:Primary &Secondary
Media
SelectiveMedia Usage
SmallBudget
LargeBudget
ReachFrequencyContinuity
Market CoverageTiming
Competition Media UsageType (Choice) of Media
Limitedstrategy
Flexiblestrategy
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Media Execution
Fine tuning the strategy and translating it into specific action plans.
Media Selection Process
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Cost incurred in delivering a message to one thousand individuals.
The formula for calculating CPM is as follows:
Unit Cost of MessageCPM = Circulation (000)
Cost per Thousand (CPM)
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Media Scheduling and Budgeting
Media schedule is normally presented in a calendar format, often referred to as a blocking chart.Outlined in one or two pages
Media usageMarket coverageWeight levelsGRPsReachFrequencyTiming
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Media Buying
Once the media plan is approved, the media buyer negotiates the buy with media representatives to obtain the most effective and efficient buy within the guidelines of the plan.
User-friendly software developed by BBM Bureau of Measurement, Nielsen Media Research, etc. lets media buyers makes reasoned and detailed decisions.
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Factors affecting budget size:
Size of Customer Base
Degree of Competition
Stage in the Product Life Cycle
Product Characteristics
Management Philosophy about Advertising
The Media Budget