Copyright © 2012 Pearson Canada Inc. Part 4 Communicating the Message 7-1.

Copyright © 2012 Pearson Canada Inc.

Part 4

Communicating the Message

7-1


CHAPTER 7

Media Planning Essentials

7-2


Learning Objectives

Assess roles & responsibilities of both client and agency in media planning

Become familiar with media planning terminology, concepts and metrics

Describe the steps involved in the media selection process

Identify factors affecting and methods of determining an advertising budget

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Media Planning

Process of developing a plan of action for communicating messages to the right people at the right time with the right frequency

Efficiency in media planning - gaining maximum

impact at minimum cost to the client.

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Media Planning Process

Client provides background information to agency in the form of a media brief containing:

Market Profile – as a whole

Product Media History – what’s been done in the past

Competitor Media Usage Target Market Profile – for the brand

Media Objectives Media Budget

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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 Well developed strategies Precise execution details

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Media Objectives

Clearly worded statements that outline what the media plan should accomplish.

Who is the target market? What is the advertising message? Where are the market priorities? When is the best time to advertise? How many, often, long?

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Media Strategies

Addressing Target Market Shotgun; Profile Matching; Rifle

Nature of Advertising Message Factual message => Print media Emotional message => TV and radio Promotional message => Combination Brand-name awareness => Out of home

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Media Management terms

Reach: how many? Frequency: how often? Impressions Gross rating points (GRPs) Continuity: what pattern; how long? Engagement Flexibility

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Continuous Spendingversus Flighting

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Media Scheduling Options

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Market CoverageNational coverage Requires media coverage wherever product is available.

Regional coverage Equitable allocation so that all regions benefit.

Key-market plan Time and space are purchased in urban markets that have

been identified as priorities

Selective coverage plan Attempts to reach target market regardless of geographic

location

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Media Selection

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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Media Selection Strategies

Concentrated media strategy Select a primary medium that effectively

reaches a target market. Assorted media strategy

Reach the same target market in different ways / environments

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Budget Influence on Media Strategies

Media Mix:Primary &Secondary

Media

SelectiveMedia Usage

SmallBudget

LargeBudget

ReachFrequencyContinuity

Market CoverageTiming

Competition Media UsageType (Choice) of Media

Limitedstrategy

Flexiblestrategy

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Competitive Influence

Analyze competitors media use and expenditure patterns

Decide whether to follow a similar pattern or recommend a different approach

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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 per Thousand (CPM)

Cost incurred in delivering a message to one thousand individuals.

The formula for calculating CPM is as follows:

Unit Cost of MessageCPM = Circulation (000)

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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 levels

GRPsReachFrequencyTiming

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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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The Media BudgetFactors affecting budget size:

Size of Customer Base

Degree of Competition

Stage in the Product Life Cycle

Product Characteristics

Management Philosophy about Advertising

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Budgeting Methods

Percentage of Sales

Fixed Sum per Unit Sold

Industry Average (Competition Spending)

Task (Objective) Method

Share of Advertising / Share of Market

7-26

Copyright © 2012 Pearson Canada Inc. Part 4 Communicating the Message 7-1.

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Transcript of Copyright © 2012 Pearson Canada Inc. Part 4 Communicating the Message 7-1.