Media Management

A series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and program

Decisions on how the media objectives can be attained

The various categories of delivery systems, including broadcast and print media

Either radio or television network or local station broadcasts

A series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and program

Decisions on how the media objectives can be attained

The various categories of delivery systems, including broadcast and print media

Media Terminology

MediaPlanning

MediaObjectives

MediaStrategy

Media

BroadcastMedia

Publications such as newspapers, magazines, direct mail, outdoor, etc.

The specific carrier within a medium category

Number of different audience members exposed at least once in a given time period

The potential audience that might receive the message through the vehicle

The number of times the receiver is exposed to the media vehicle in a specific time period

The potential audience that might receive the message through the vehicle

Number of different audience members exposed at least once in a given time period

The specific carrier within a medium category

Publications such as newspapers, magazines, direct mail, outdoor, etc.

Media Terminology

PrintMedia

Media Vehicle

Reach

Coverage

Frequency

Media Management Simply Defined

• Media planning: The series of decisions involved in delivering the message to the target audience.

• Media plan: The actual document detailing media planning decisions.

• Media objectives: Objectives of media plan.

• Media strategies: action plans to reach objectives.

• Medium: channel such as print, broadcast.

• Media vehicle: Specific carrier in a media category (television, magazines).

Types of Media

Media : agencies, means, or instrument used to convey message

NewspaperAdvantages

• High readership

• Relatively cheap

• Timely

• Easily changed

Disadvantages• Wasted circulation

• Short life span

• Less appealing format

MagazineAdvantages

• Know your audience

• Higher print quality

• Longer life span

• Variety of formats

Disadvantages• More expensive

• Longer deadlines

Direct Mail

Advantages• Selective about receivers

• Control timing

• Wide variety of formats

Disadvantages• Low level of response

• “junk mail”

• Dated customer lists

• Higher costs

Directory• Relatively inexpensive

• Found in 98% of households

• Kept

• Can’t adjust or change until next year

Outdoor• Nonstandardized

• Used by local firms at their place or in other locations

• Pay rent to owners

• Standardized (posters, painted bulletins, and spectaculars)

• Billboards

• Placed near highly travels roads

• Owned by an ad company

Transit• Uses public transportation

• Includes

• Business and commuter trains

• Taxis and buses

• Located in railroad, bus, or airplane terminals

Broadcast Media

• TV

• Radio

People spend:

• 10 years watching TV

• 6 years listening to radio

There are:

• Approximately 10,000 radio stations

• 11,600 Cable channels

TV Advertising

• Communicate with sound, action, and color

• Prime time 8-11

• 30 or 60 second spots

Advantages Disadvantages• Directed at an audience high costs

• Can be adapted many leave room

Radio Advertisement

• Reaches 96% of people over 12

• Wide audience

• Best during “Drive Time”

• 15,30, or 60 second ads

• Adv Disadv

• Wide audience lack visual involvement

• Easily changed short life span

• mobile

Online Advertisements• Small part of advertisement budget but growing up

• Types

• Banner

• Pop Ups

Advantages Disadvantages• Easily counted considered annoying

Specialty media are relatively inexpensive, useful items with an advertiser's name printed on them. Successful specialty media include bottle openers, calendars, magnets, pens and pencils, memo pads, and key chains.

Specialty Media

Media Planning

Media Planning Defined

• Media planning can be defined as:

• Finding ways of reaching the right number of appropriate people;

• the right number of times;

• at the best time and place;

• with the right advertisement;

• at minimum cost;

• to achieve the brand’s/service’s objectives

• The role of media planning is crucial to the effective expenditure of approximately R6 billion in advertising annually

The Media-Planning Process

Media planning: The design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.

Advertising Strategy

Advertising

ObjectivesAdvertising

BudgetMessageStrategy

MediaStrategy

Media Strategy• Target Audience Selection• Objective Specification• Media and Vehicle• Media Buying

Marketing Strategy

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Media Use Decision— Print

Media Use Decision— Broadcast

Media Use Decision— Other Media

Developing the Media Plan

Setting Media Objectives

Marketing Strategy Plan

Creative Strategy Plan

Marketing Strategy Plan

Situation Analysis

Creative Strategy Plan

Situation Analysis

Measurement Problems

Lack of Information

InconsistentTerms

TimePressure

Lack of Information

Measurement Problems

Media Planning Difficulties

Problemsin MediaPlanning

Evaluate Performance

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Developing the Media Plan

Setting MediaObjectives

Setting Media Objectives

•The Media Target

•Media Coverage and Delivery

• Media Coverage

• Media Delivery

• Optimization or Balance

Reach

Frequency

Along A Continuum

Reach Frequency

EmphasisFrequency

EmphasisReach Balanced

Awareness/Attention

Interest Attitude/Desire

Some Examples:

• Emphasis Reach:

• Reach 80% of women 35-64 an average of 4 times every 4 weeks.

• Emphasis Frequency:

• Reach 50% of men 25-49 an average of 3 times each week before a home football game

Example: Axe Body Spray

• Brand Planning Target:

• “Contemporary, cool young men looking for an edge in the dating game”

• Media Planning Target:

• Profile of “Contemporary, cool young men” based on usage of contemporary, cool products

• Media Measurement Target:

• Simple demographic like “men aged 18-24

Specifying Media Objectives

1. What proportion of the population should be reached with advertising message during specified period (reach)

2. How frequently should audience be exposed to message during this period (frequency)

3. How much total advertising is needed to accomplish reach and frequency objectives (weight)

4. How should the advertising budget be allocated over time (continuity)

5. How close to the time of purchase should the target audience be exposed to the advertising message (recency)

6. What is the most economically justifiable way to accomplish objectives (cost)

ReachPercentage of target audience that is exposed to an advertisement, at

least once, during a certain time frame (usually four weeks)

Average number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand’s advertising message.

How much advertising volume is required to accomplish advertising objectives

Three weight metrics:• Gross ratings:• Target ratings : Adjust a vehicle’s rating to reflect just those

individuals who match the advertiser’s target audience

Frequency

Weight

Ratings, in an advertising sense, simply mean the percentage of an audience that has an opportunity to see an advertisement placed in a particular vehicle.

GRPs=Reach(R) X Frequency(F)

Clutter

Number of Media Used

Repeat Exposures

Editorial Environment

Scheduling

Attentiveness

Media Factors Determining Frequency

Media Factors

TargetMarketProportion

FullMarketCoverage

PartialMarketCoverage

CoverageExceedingMarket

Target Audience Coverage

Population excluding target marketTarget marketMedia coverageMedia overexposure

Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Reach and Frequency

A. Reach of One Program

Total market audience reached

B. Reach of Two Programs

Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate

Media Versus Vehicles

• Media are the general communication methods that carry advertising messages—television, magazines, newspapers, and so on.

• Vehicles are the specific broadcast programs or print choices in which advertisements are placed.

For example, television is the media, and American Idol is the vehicle.

Each medium and vehicle has a unique set of characteristics and virtues.

• Advertisers are placing more emphasis than ever on media planning.

• The choice of media and vehicles can be the most complicated

of marcom decisions.

Media Strategy

The Development of the Media Strategy

The media Strategy Contains five basic elements:

Target Audience WHOGeographic Spending WHEREScheduling WHENCreative Considerations WHATMedia Weight / Delivery HOW MUCH

The Development of the Media Strategy

• Always involves a series of trade-offs

• The decision made for each element has a “price tag”

• Trade-offs or compromises will be necessary

• The skill of media planning is to achieve the best balance of these dimensions relative to the campaign objectives

CONTINUITY / TIME(Longer campaigns, more bursts)

COVER / REACH FREQUENCY(More publications, another medium) (More repetition, higher number of insertion)

DOMINANCE / IMPACT (Longer commercials, bigger spaces, colour, special positions)

Offensive or Defensive Approach

• Defensive as in protection of the current business

• Offensive as in opportunistic

• In Reference to ALL strategic decisions

Deciding Media Strategies • Offensive or Defensive Approach

• Setting a Media Budget

• Strategies to Accomplish the Objective

Setting a Media Budget• Objective/Task

• Affordability

• Percentage of Sales

• Competitive Spending

Strategies to Accomplish the Objective

• Scheduling : Continuity, Pulsing, Flighting

• Specific Geography: Where in the region

• The Media Mix

• The Audience/Media Relationship

• Media functionality

• Consumer involvement

• Availability of Resources

• Time

• Time to make the advertisement

• Time to execute the placement

• Money

• Cost to make the advertisement

• Cost to place the advertisement

• Geographic Emphasis

Choosing the Media MixDiscriminating Factors

• Effectiveness

• Audience use of the media

• Audience coverage of the media

• Efficiency

• Costs per thousand audience

• Costs per delivered rating point

Charting the Tactical Plan

• The Media Flowchart Shows

• Media used

• Message/insertion timing

• Costs by media

• You Can Make a Flowchart

• Media planning software

• Project planning software

• Excel spreadsheet

Example: Media Flowchart

Reach and Frequency

Spot run Home A Home B Home C Home D Total Exposures

1st time X X 2

2nd time X X 2

3rd time X 1

4th time X X X 3

Total Exp.

2 0 3 3 8

Reach and Frequency

• Four television homes = universe.

• Three homes or 75% of universe receive message. That’s a rating of 75.

• 8 exposures divided by number of homes hit = exposures.

8_exposures = 2.67 average exposure

3 homes

• Reach times frequency equals gross ratings points:

• 75 rating (3 homes hit in universe of 4) times 2.67 exposures = 200.25 gross rating points.

CPP VS CPT

CPP is the cost of achieving one rating point or 1% reach in any given market. Extensively used in electronic mediaCPT refers to the advertising cost purchasing 1000 units of audiencei

PSCCM

Per single column centimeterNewspaper pages are divided into columns for advertisingThese do not correlate to columns for editorial, which vary depending on layout and editorial policy

Share of Voice = one brand’s ad expenditures divided by total product category expenditures in a medium

Selecting Media

•Appropriate image

•Target audience

•Obtain desired response

Modern Media Planning

• Setting Media Objectives

• Deciding Media Strategies

• Choosing the Media Mix

• Charting the Tactical Plan

Media Alternatives

• Media available by media class

• Media spending by retail category

• Retail spending by media

• Media audience measures and rankings by class

• Special geographic media alternatives available

Media Research

Market Research:How do you find this stuff?

• Primary Research

• Store or customer research

• Media research

• Secondary Research

• Government reports

• Industry reports

• Syndicated research

• Surveys

• Focus Groups

• Mall Intercept questionnaires

• One-on-one Interviews

Primary Research Locally

Secondary Research Locally

• Government Reports

• Chamber of Commerce research

• Survey of Buying Power

• US Census data

• Government Studies

• Statistical Abstract

Secondary Research Locally

• Industry Reports

• Trade magazines

• Trade associations

• Specialized reports

• Syndicated Research

• Donnelly Demographics

• Regional/Market studies by Nielsen, Arbitron, Scarborough

• CD-ROM databases

• Published media reports

• Media associations

• Media services like SRDS

Media Buying

Media Buying

• Buying is a complicated process

• The American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy

Providing inside info

• Media buyers are important information sources for media planners

• Close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information

Selecting Media Vehicles

• Choose the best vehicles that fit the target audience’s aperture

• The media planner lays out the direction; the buyer is responsible for choosing specific vehicles

Negotiation

• Media buyers pursue special advantages for clients

• Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates

Preferred Positions

• Locations in print media that offer readership advantages

• Preferred positions often carry a premium surcharge

Extra Support Offers

• Value-added media services

• Contests

• Special events

• Merchandising space at stores

• Displays

• Trade-directed newslettersBilling and Payment

• It is the responsibility of the advertiser to make payments to various media

• The agency is contractually obligated to pay the invoice on behalf of the client

Monitoring the Buy

• The media buyer tracks the performance of the media plan as it is implemented, as well as afterward

• Poorly performing vehicles must be replaced or costs must be modified

Media Buying

Make-Goods

• A policy of compensating for missed positions or errors in handling the message presentation

• Ensure that the advertiser is compensated appropriately when they occur

Post-campaign Eval

• Once a campaign is completed, the planner compares the plan’s expectations and forecasts with what actually happened

• Provides guidance for future media plans

Thank You !