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for a client's brand or product. The job of media planning involves several areas of expertise that the media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives. In the process of planning the media planner needs to answer questions such as: 1. 2. 3. 4. How many of the audience can I reach through different media? On which media (and ad vehicles) should I place ads? Which frequency should I select? How much money should be spent in each medium?
In answering these questions the media planner then comes to an optimum media plan that enables him or her to deliver on the client's objectives. Choosing which media or type of advertising to use is sometimes tricky for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm's audience. That's why it's important to put together a media plan for your advertising campaign. The three components of a media plan are as follows: 1. Defining the marketing problem. Do you know where your business is coming from and where the potential for increased business lies? Do you know which markets offer the greatest opportunity? Do you need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists? 2. Translating the marketing requirements into attainable media objectives. Do you want to reach lots of people in a wide area (to get the most out of your advertising dollar)? Then mass media, like newspaper and radio, might work for you. If your target market is a select group in a defined geographic area, then direct mail could be your best bet. 3. Defining a media solution by formulating media strategies. Certain schedules work best with different media. For example, the rule of thumb is that a print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market you're trying to reach. Advertising media generally include: Television Radio Newspapers Magazines (consumer and trade) Outdoor billboards Public transportation Yellow Pages Direct mail Specialty advertising (on items such as matchbooks, pencils, calendars, telephone pads, shopping bags and so on) Other media (catalogs, samples,
Frequency. The media salespeople you work with or your advertising agency can supply you with these reach curves and numbers. or any combination of them. Expressed as a percentage. or D. Using specific media. For example. and five homes viewed all four programs. Many researchers have charted the reach achieved with different media schedules. resulting in a total of 80 gross rating points. Now let's use the same schedule of one commercial in each of four TV programs (A. B. To what degree can the message be restricted to those people who are known to be the most logical prospects? Reach and frequency are important aspects of an advertising plan and are used to analyze alternative advertising schedules to determine which produce the best results relative to the media plan's objectives. Impact. on average. The reach of the four programs combined is therefore 40 percent (40 homes reached divided by the 100 TV-home population). C. 11 homes viewed two programs. in its graphic design and production quality? Selectivity. a method used in comparing broadcast media. These tabulations are put into formulas from which you can estimate the level of delivery (reach) for any given schedule. also known as CPM. If we add the number of programs each home viewed. Does the medium in question offer full opportunities for appealing to the appropriate senses. One rating point equals 1 percent of your target audience. By dividing 80 by 40. A reach curve is the technical term describing how reach changes with increasing use of a medium. C. divide the cost of the advertising by the publication's circulation in thousands. Cost per thousand. . Divide the cost of the schedule being considered by the number of rating points it delivers. How much will it cost to buy one rating point for your target audience. D) to determine reach versus frequency. and each program has a 20 rating. seven viewed three programs. in a population of 100 TV homes. How much will it cost to reach a thousand of your prospective customers (a method used in comparing print media)? To determine a publication's cost per thousand. Cost per point. 17 homes viewed only one program. how many times. D). newsletters and so on) When comparing the cost and effectiveness of various advertising media. should the individuals in your target audience be exposed to your advertising message? It takes an average of three or more exposures to an advertising message before consumers take action. such as sight and hearing. In our example. the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials. a total of 40 are exposed to one or more TV programs. B. Let's say you aired one commercial in each of four television programs (A. Calculate reach and frequency and then compare the two on the basis of how many people you'll reach with each schedule and the number of times you'll connect with the average person. brochures. C. consider the following factors: Reach. we establish that any one home was exposed to an average of two commercials. reach is the number of individuals (or homes) you want to expose your product to through specific media scheduled over a given period of time. It's possible that some viewers will see more than one announcement--some viewers of program A might also see program B.handouts.
For example. you might also include some daytime and evening spots to increase your audience. For example. target market and media for your clients product! . Once your schedule delivery has been determined from your reach curves. People are always screening out messages they're not interested in. you'd include additional media in your plan or expand the timing of your message. Repetition is the key word here.To increase reach. you can obtain your average frequency by dividing the GRPs by the reach. picking up only on those things that are important to them. Slide1: MEDIA PLANNING INTRODUCTION What is Media Planning: What is Media Planning “Media Planning” is the process of selecting time and space in various media for advertising in order to accomplish marketing objectives. Media Planning helps identify the best advertising space. Why media planning?: Why media planning? Without media planning. it's much better to advertise regularly in small spaces than it is to have a one-time expensive advertising extravaganza. if you're only buying "drive time" on the radio. advertisers would not know where to sell their products as well as what is the most effective media for their product. you'd add spots or insertions to your existing schedule. For frequency. Or to keep it short: It is the process of establishing the exact media vehicles to be used for advertising. 200 GRPs divided by an 80 percent reach equals a 2. Frequency is important because it takes a while to build up awareness and break through the consumer's selection process. For example. you'd increase that to six insertions so that your audience would be exposed to your ad more often. Gross rating points (GRPs) are used to estimate broadcast reach and frequency from tabulations and formulas. if you were running three insertions in a local magazine. To increase frequency.5 average frequency.
etc. Reach the target audience with specific demographics. Pubic transportation. Basic WORDS in Media Planning: Basic WORDS in Media Planning Media Vehicle . Newspaper. pencils.g. Direct Mail. Specialty advertising (on items such as matchbooks. brochures.Advertising space is the “space” inbetween a television show where you see all the advertisements. calendars.Television. The RIGHT MEDIA: The RIGHT MEDIA Traditional or Mass Media: TV. Star Newspaper. samples. Outdoor billboards. etc. Yellow Pages. So a Discovery would be the vehicle in the category of TV.It is a specific carrier within a Media category. Basic WORDS in Media Planning: Basic WORDS in Media Planning Medium .Basic WORDS in Media Planning: Basic WORDS in Media Planning Advertising Space .A medium is a carrier and deliverer of Advertisements. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Radio. handouts. Television. Internet. Non-Conventional Media: Internet. NTV7. shopping bags) and Other media (catalogs. Niche Media: Cable TV. Radio 4) Media: Media Advertising media generally include: . . Direct Mail. Outdoor. Magazines. Radio. newsletters). it is the pages of advertisement one see’s in a magazine or newspaper. It is a broad general category of carries such as Newspapers. Who are Media Planners?: Who are Media Planners? Media Planner is a job title in an advertising agency responsible for selecting media for advertisement placement on behalf of their clients. narrowly defined target audience. telephone pads. Many a time a specific programs or sections within a medium may be termed as a vehicle. it is also the space in-between a radio show. (e. Radio. Idea to reach large audience. Direct mail.
The traditional media planning produces lesser sales. Media Plan: Media Plan These are the questions the clients (companies. Media Plan: Media Plan In order to choose the right media. Why? Overview: Overview The markets and culture are changing Increasing media options Increasing fragmentation of the audience Increasing costs Increasing competition Overview: . it is important to put together a media plan for the advertising campaign. reading market trends and understanding motivations of consumers.Who are Media Planners?: Who are Media Planners? Their roles may include analyzing target audiences. which is approved by the advertiser. keeping abreast of media developments. institutions) will be asking the media planners: Who are the competitors in the market? Who are the audience you are targeting? What media are you going to use and why? How many of the target audience will be exposed? How often? Media Plan: Media Plan Media planning today is all about: Marketing Research Advertising Consumer Behavior Creativity & Sensitivity Overview: Overview The media planner usually prepares the media plan. Media planning today is very much different from the traditional ones. A media plan is a custom tailored-designed expressly to meet the needs of an advertiser at a given time for specific marketing purposes. According to some sources. then made the purchasing through various media vehicle. organizations.
More on Media: . the obvious difference being that the planner would devise a plan for advertising and the buyer would negotiate with the media owner on things such as rates.Overview Now! Consumers not only want to know about the new brands but also established brands. (Internet DOWNLOADS!!) Roles of the Media Planner: Roles of the Media Planner Traditionally. but also marketing research. Segmented market Technology enabled ads to deliver to appeal smaller groups. brand planner or strategist. and also to defend. the society today is over communicated: . Roles of the Media Planner: Roles of the Media Planner The role of the modern media planner is more wide reaching however. planning. NOW As important as marketing and creative planning Planning is becoming very complex Must know how to plan the formula Roles of the Media Planner: Roles of the Media Planner Not only must they know the media. creative. prove.Advertising media planners need the analytical competence of top financial officers and the creativity of senior art directors and copywriters. placement etc. Personal Video Recorder (PVR) / VCR is a threat to TV advertising. Today many agencies are actually avoiding the job title of 'media planner' in favour of titles such as communications planner. Roles of the Media Planner: Roles of the Media Planner According to Arens (1999). and of course the computer! Make decision to buy media. copy deadlines. Roles of the Media Planner: Roles of the Media Planner Due to the technologies advancements and audience fragmentation. media planners in ad agencies have different roles today. Internet contributes to this change as well. the role of the media planner was quite close to that of a media buyer. and justify the reasons for buying. advertising.
Rather than an absolute cost. This is the so called niche marketing. which is targeting at business and professionals. out of the competition Sales promotion. "In which medium should I place the Ads?". parking meters. marketing considerations must go before Media Planning. floor in supermarkets. Slide24: Disadvantages Cost per thousand very low Not many can be reached Image problem Slide25: Specialized Media Magazines. Radio. banners. and trade. internet advertising. video tapes.the "M" in CPM derives from the Latin "mille" for "thousand. It is calculated by: Total budget / (Impressions/1000) = CPM . Principles for selecting Media Vehicles: Principles for selecting Media Vehicles Select a media vehicle that can reach prospects… With an optimum amount of frequency (repetition) At the lowest CPM (cost per thousand) With a minimum of waste Within a specified budget. What is CPM??: What is CPM?? CPM is an acronym for Cost Per Thousand -. sports car. grocery receipts. Media Planning Procedure: Media Planning Procedure Media planning is a component of the Marketing strategy of the organization. Media planning on the whole answers a lot of questions like "How many prospects do I need to Reach?". publications. catalogs that are for investment. aerial banners. electronic billboards. etc. Therefore. TV Large audiences. walls in public toilets." CPM is commonly used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message. etc.More on Media Traditional Mass Media Newspaper. Slide23: Nontraditional Media Alternate ways of reaching the customers. golf. CPM estimates the cost per 1000 views of the ad. Magazine. low costs Certain programs audience Disadvantages: DO not use a medium because of the content of the advertising Different media have different abilities in exposing the ad material. TV screens in airports.
An interactive media buyer makes online ad space purchases.000 impressions will charge $15. charged with the responsibility of purchasing advertising space. or for an advertising agency. sometimes through an ad network Media Broker : Media Broker An individual or organization that represents and is authorized to sell the advertising space of one or more publishers. Problems in Media Planning: Problems in Media Planning Insufficient media data Time pressures External influences – pressure to produce “creative” media plans Institutional influences on media decisions Lack of objectivity Measuring advertising effectiveness Media Buyer : Media Buyer An individual working directly for an advertiser.Example of CPM on the NET: Example of CPM on the NET CPM is used by Internet marketers to price ad banners.000 ($25 x 600) for those advertisers' ad banner. then set a rate based on that guarantee times the CPM rate.). Advertising networks can act as brokers for online publishers . Sites that sell advertising will guarantee an advertiser a certain number of impressions (number of times an ad banner is downloaded and presumably seen by visitors. A Web site that has a CPM rate of $25 and guarantees advertisers 600.
avoids waste. HHI $50K+Source: 2008 MRI Doublebase 18. with one child in HH aged 4-14. Motivations 10. yet viable enough to deserve sufficient marketing dollarsAdults 18+ living in Boston: 100MMWomen 25-54 w/ Graduate Degree: 10MMConsider themselves environmentally conscious (based on two defined factors): 1. Media Channel AnalysisEmailFSIs. ex: MRI. Convergence 17. Mintel. 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. IMS CrosstabExample: what’s the right audience for a company trying to sell recycled paper plates?Try different audience group columns to determine the right target audienceTry different psychographic rows to narrow down popular audience behaviorsTry combining with AND (&) and OR (!)More factors = smaller. Sales PromotionOnlineNew “narrowcast” media 15. Web 2. Purchase Patterns. Media Channels 14. research. Geography . 2. major initiatives to focus on etc. Feelings. The Venn DiagramUseful way to visualize the target selection and recommendationHelps convince clients that the audience size is targeted. CouponsPOP 19. ex: IMS CrosstabPanel studies. 6. prevents over-exposure 9. too 3. Lifestyle. Email.2MM 12. (Ideal) Agency Planning ProcessMarketing InputMedia ObjectivesMedia StrategiesMedia PlanTranslate business objectives into media goalsTranslate media goals into strategic media planning guidelinesMake tactical decisions specific to each media channel and vehicleBusiness model. Changes in Media LandscapeExplosion of media channels and vehiclesClutterFragmentationContinuous Partial AttentionRise of the DVRTime-shifted audiencesDemise of the newspaper industryCreativity in outdoor mediaInternet. less efficient audience 11. 2. The Communications ModelAd AgencyMedia AgencySource: Advertising & Promotion (Belch & Belch). Target AnalysisTo determine the right target audienceTo understand audience behaviors and media consumption habitsEnsures efficiency. new product launches. Medium. SimmonsPsychographics vary by questionnaire: Activities.0 16. Heavy-Medium. 2007 4. marketing strategy. Media Consumption: QuintilesAmount of time the target spends using different mediaGuides media selectionUsage measured at 5 levelsHeavy. Life Stage. Yankelovich. Targeting 8. Agency Resources for Targeting AnalysisPrimary dataInternal brand auditsAudience tracking studiesSales dataDesk researchForrester. Values & Beliefs. Interests. 3. 1. vendor-provided reportsBusiness/competitive intelligence trendsSecondary syndicated dataMedia analytics software. Clip Time!Who do you think is the media target audience for this product? 13. Quick DefinitionsMedia ChannelMedia Vehicle 5. Media agencyMedia Buying. Medium-Light. Media Plan ComponentsHow Much?DeliveryWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?Scheduling 7. Mass “traditional” mediaPrintOut-of-HomeBroadcastDirect Mail. industry trendsBusiness/sales objectives & strategies for upcoming year. LightExample:Target: A25-54. Scarborough.Ad agency vs. Social media.
Basic ConceptsRatings% of audience that watched/listenedSweepsTwo key audience measurement times: November and MayLive Only/Live +3Accounts for DVR viewingNielsen’s Local People Meters (LPMs)New: Digital set-top boxes that automatically log informationArbitron’s Portable People Meters (PPMs)New: Belt-clip tuners that automatically capture tuned in frequencies 31. Scheduling 26.25% of total U. Media MathReachSize of audienceNumber of actual target audience members exposed to your message at least once during the advertised period (ex: 60% of A18-24)FrequencyNumber of times each audience member sees/hears your message during the advertising period (ex: 3x)Gross ImpressionsReach x FrequencyNumber of people reached (x) number of times they saw an ad across media vehicles 30.09% of the entire U. population CDI = 7.S.35% X 100 = 164 BDI 5.S. So. 20. salesLos Angeles makes up 5. sales and promotions)Time of day (dayparts)StrategiesContinuityFlightingPulsing 27.S.09% 24. but requires more out-of-pocket costAnswer = National. Category Development Index (CDI)Measures a category’s potential for growth in a market by calculating category sales in relation to population sizeIndicates maturity/development of a brand category and potential needCDI = % of category sales in market X 100 % of U.09% 23. Applying The 5 ConsiderationsWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?SchedulingHow Much?Delivery . M-F)Radio 28. Scheduling AnalysisRelated to consumer decision-making timesWhen should we promote our product in order to maximize purchase?Time of year (seasonality)Time of month (purchase windows. 5.25% X 100 = 142 CDI 5.S.09% of the entire U. population in that marketExample: Nordica BootsBoots category sales in Los Angeles account for 7.S.35% of total U. 4. Dayparts6am-10am: Early Morning10am-4:30pm: Daytime4:30-7pm: Early Fringe/News7pm-8pm: Prime Access8pm-11pm: Prime11pm-12am: Late News12am-2am: Late Fringe2am-6am: Closedown6am-10am: AM Drive10am-3pm: Midday3pm-7pm: PM Drive7pm12am: Evening12am-6am: OvernightTelevision (EST. Regional or Local 21. The Kindle 33. Delivery 29. population BDI = 8. Brand Development Index (BDI)Measures the strength of markets for a brand by calculating brand sales in relation to population size BDI = % of brand sales in market X 100 % of U. Selecting Local MarketsBrand Development Index (BDI)Which markets are better for your brand than othersCategory Development Index (CDI)Which markets are better for your category than othersSales (for brand or category) as a percentage of population in any particular market(Sales / Population) x 100 22. Clip Time!In what marketswould you advertise this product? 25. salesLos Angeles makes up 5. Questions for Market SelectionWhere 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). population in that marketExample: Nordica BootsNordica sales in Los Angeles account for 8. now that you’re all media planning experts… 32.S.
com)Trendwatching.adage. Outdoor Media.com)Advertising Age (www. the Internet for trends and ideas .mediaweek.comNew York Times: Media & Marketing sectionObserve TV.medialifemagazine. Print Media.com)Mediaweek (www. 34. Information ResourcesMedia Life Magazine (www. Radio.
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