Learning Objectives. Media Planning Essentials. Learning Objectives (cont.) Media Planning. Media Planning Process. Media Planning Process CHAPTER 7

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1 CHAPTER 7 Media Planning Essentials 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 7-1 Copyright 2009 Pearson Education Canada 7-2 Copyright 2009 Pearson Education Canada 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 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. 7-3 Copyright 2009 Pearson Education Canada 7-4 Copyright 2009 Pearson Education Canada 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 Media Planning Process Marketing Plan Advertising Plan Creative Plan Media Objectives Media Strategies Media Execution Media Evaluation 7-5 Copyright 2009 Pearson Education Canada 7-6 Copyright 2009 Pearson Education Canada 1

2 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 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? 7-7 Copyright 2009 Pearson Education Canada 7-8 Copyright 2009 Pearson Education Canada Media Strategies Numerous factors are considered for achieving objectives: Target Market Nature of Advertising Message //Continuity Market Coverage Best time to reach target Competitor media strategies Media alternatives Budget Shotgun Roadblock Target Market Media Strategies Profilematching Rifle Explain why roadblocking is not useful in rifle or profile-matching strategies. 7-9 Copyright 2009 Pearson Education Canada 7-10 Copyright 2009 Pearson Education Canada 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 7-11 Copyright 2009 Pearson Education Canada //Continuity How many? How often? Continuity How long? How flexible is the plan? Can it be altered? 7-12 Copyright 2009 Pearson Education Canada 2

3 The total unduplicated audience [individuals or households] exposed to a message one or more times in a period (week). The average number of times an audience is exposed to a message over a period of time (week). Formula = # households tuned in # households in area = or = 20% Formula = Total Exposures = = Copyright 2009 Pearson Education Canada 7-14 Copyright 2009 Pearson Education Canada Impressions Total number of commercial occasions scheduled, multiplied by the total target audience potentially exposed to each occasion. Impressions = X = X 3 = Over an 8-week schedule the gross impressions would be: ( X 8) Gross Rating Points (GRPs) GRPs refer to the weight of a media schedule against a pre-determined target audience. GRP = (%) x = 50 x 3.5 = Copyright 2009 Pearson Education Canada 7-16 Copyright 2009 Pearson Education Canada Continuity, Engagement, & Flexibility Continuity: Advertising Flights 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 Copyright 2009 Pearson Education Canada 7-18 Copyright 2009 Pearson Education Canada 3

4 Media Coverage Best Time to Target Identifying the number of markets where advertising will occur. National Regional Key Market Selective 7-19 Copyright 2009 Pearson Education Canada 7-20 Copyright 2009 Pearson Education Canada Competitor Media Strategies Media Alternatives Media planners should analyze competitors media usage and expenditure patterns. Should you follow a similar pattern? Should you recommend a unique strategic direction? Television Radio Newspaper Magazines Out-of-Home Direct-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 7-21 Copyright 2009 Pearson Education Canada 7-22 Copyright 2009 Pearson Education Canada Small Budget Limited strategy Selective Media Usage Budget Influence on Media Strategy Continuity Market Coverage Timing Competition Media Usage Type (Choice) of Media Flexible strategy Large Budget Media Mix: Primary & Secondary Media Media Execution Fine tuning the strategy and translating it into specific action plans. Media Selection Process 7-23 Copyright 2009 Pearson Education Canada 7-24 Copyright 2009 Pearson Education Canada 4

5 Cost per Thousand (CPM) Cost incurred in delivering a message to one thousand individuals. The formula for calculating CPM is as follows: Unit Cost of Message CPM = Circulation (000) 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 usage Market coverage Weight levels GRPs Timing 7-25 Copyright 2009 Pearson Education Canada 7-26 Copyright 2009 Pearson Education Canada 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. The Media Budget Factors affecting budget size: Size of Customer Base Degree of Competition Stage in the Product Life Cycle Product Characteristics Management Philosophy about Advertising 7-27 Copyright 2009 Pearson Education Canada 7-28 Copyright 2009 Pearson Education Canada Budgeting Methods 1. Percentage of Sales 2. Fixed Sum per Unit Sold 3. Industry Average (Competition Spending) 4. Task (Objective) Method 5. Share of Advertising / Share of Market 7-29 Copyright 2009 Pearson Education Canada 5