media planning 101 lecture
TRANSCRIPT
+What is media planning?
Getting the right message… … in front of the right person…
… at the right time… … with the right amount of money…
… to generate the right response.
Ad agency vs. Media agency Media Buying, too
+The Communications Model
Ad Agency Media Agency
Source: Advertising & Promotion (Belch & Belch), 2007
+Quick DefinitionsMedia Channel Media Vehicle
+(Ideal) Agency Planning Process
Marketing Input
Media Objectives
Media Strategies Media Plan
• Business model, marketing strategy, research, industry trends
• Business/sales objectives & strategies for upcoming year, new product launches, major initiatives to focus on etc.
• Translate business objectives into media goals
• Translate media goals into strategic media planning guidelines
• Make tactical decisions specific to each media channel and vehicle
+Media Plan Components
Who?
Targeting
What?
Media Channels
Where?
Geography
When?
Scheduling
How Much?
Delivery
+1. Targeting
+Target Analysis
To determine the right target audience To understand audience behaviors and media
consumption habits Ensures efficiency, avoids waste, prevents over-
exposure
+Agency Resources for Targeting Analysis
Primary data Internal brand audits Audience tracking studies Sales data
Desk research Forrester, Mintel, Yankelovich, vendor-provided reports Business/competitive intelligence trends
Secondary syndicated data Media analytics software, ex: IMS Crosstab Panel studies, ex: MRI, Scarborough, Simmons Psychographics vary by questionnaire: Activities, Interests, Lifestyle,
Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations
+IMS Crosstab
Example: what’s the right audience for a company trying to sell recycled paper plates?
• Try different audience group columns to determine the right target audience
• Try different psychographic rows to narrow down popular audience behaviors
• Try combining with AND (&) and OR (!)
• More factors = smaller, less efficient audience
+The Venn Diagram
Useful way to visualize the target selection and recommendation Helps convince clients that the audience size is targeted, yet viable enough to deserve sufficient marketing dollars
Adults 18+ living in Boston: 100MM
Women 25-54 w/ Graduate Degree: 10MM
Consider themselves environmentally conscious
(based on two defined factors): 1.2MM
+Clip Time!
Who do you think is the media target audience for this product?
+2. Media Channels
Mass “traditional” mediaBroadcast Print
Online
Out-of-Home Direct Mail, Sales
Promotion
New “narrowcast” media
+Media Consumption: Quintiles Amount of time the target spends using different media
Guides media selection
Usage measured at 5 levels Heavy, Heavy-Medium, Medium, Medium-Light, Light
Example: Target: A25-54, with one child in HH aged 4-14, HHI $50K+ Source: 2008 MRI Doublebase
+Media Channel Analysis
Criteria TV RAD NPP MAG OOH .COMMass Coverage / High ReachHigh Frequency /Sales DriverFavorable Image /Creative PotentialCost Efficient
Information Sharing
Message Shelf-Life
Measurability
FSIs, Coupons EmailPOP
+3. Geography
+Questions for Market Selection
Where do the majority of your sales come from? Is there a natural need for your product in certain regions?
What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped?
Where is the competition strong? Do we want to compete? What is your budget?
National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket cost
Answer = National, Regional or Local
+Selecting Local Markets
Brand Development Index (BDI) Which markets are better for your brand than others
Category Development Index (CDI) Which markets are better for your category than others
Sales (for brand or category) as a percentage of population in any particular market (Sales / Population) x 100
+Clip Time!
In what markets would you advertise this product?
+4. Scheduling
+Scheduling Analysis
Related to consumer decision-making times When should we promote our product in order to
maximize purchase? Time of year (seasonality) Time of month (purchase windows, sales and promotions) Time of day (dayparts)
Strategies Continuity Flighting Pulsing
+Dayparts
6am-10am: Early Morning
10am-4:30pm: Daytime
4:30-7pm: Early Fringe/News
7pm-8pm: Prime Access
8pm-11pm: Prime
11pm-12am: Late News
12am-2am: Late Fringe
2am-6am: Closedown
6am-10am: AM Drive
10am-3pm: Midday
3pm-7pm: PM Drive
7pm-12am: Evening
12am-6am: Overnight
Television (EST, M-F) Radio
+5. Delivery
+Media Math
Reach Size of audience Number of actual target audience members exposed to your
message at least once during the advertised period (ex: 60% of A18-24)
Frequency Number of times each audience member sees/hears your
message during the advertising period (ex: 3x)
Gross Impressions Reach x Frequency Number of people reached (x) number of times they saw an ad
across media vehicles
+Basic Concepts
Ratings % of audience that watched/listened
Sweeps Two key audience measurement times: November and May
Live Only/Live +3 Accounts for DVR viewing
Nielsen’s Local People Meters (LPMs) New: Digital set-top boxes that automatically log information
Arbitron’s Portable People Meters (PPMs) New: Belt-clip tuners that automatically capture tuned in
frequencies
+So, now that you’re all media planning experts…
+Applying The 5 Considerations
Who?
Targeting
What?
Media Channels
Where?
Geography
When?
Scheduling
How Much?
Delivery
+Information Resources
Media Life Magazine (www.medialifemagazine.com) Mediaweek (www.mediaweek.com) Advertising Age (www.adage.com) Trendwatching.com New York Times: Media & Marketing section Observe TV, Radio, Print Media, Outdoor Media, the
Internet for trends and ideas
+Thanks for your Continuous Partial Attention
Questions?www.zeenatrasheed.com