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 Chapter 10

Media
The Marketing
of Messages
&
Media
The Marketing of Messages

 Today we’ll cover…


 Media Speak
 Media Building Blocks
Strengths & Weaknesses
 Building The Media Plan
 The Media Planning Revolution
Media Speak
 Media/Medium/Vehicle
 Media = collective noun
 Medium = one type of media
 Vehicle = single carrier
Media Speak
 Audience/Coverage/Composition
Audience
 number or % exposed to a vehicle

Audience Coverage
 number or % reached by a single insertion
in a specified area
Audience Composition
statistical breakdown of a media vehicle’s
total audience
Media Speak
 Reach & Ratings
 Broadcast Media use Rating Points
 % of Target Audience reached by a media
vehicle
 Print Media use Circulation
 Number of copies sold or distributed
Media Speak
 Above-the-Line/Below-the-Line
 Above = paid advertising
 Below = sales promotion, PR, events
 Traditional/Non-Traditional
 Traditional = major mass media
 Non-Traditional = unique media
opportunities and new media forms
Media Building Blocks
Strengths & Weaknesses:
 First, we’ll examine the Strengths &
Weaknesses of each Medium
 Then, we’ll take you through the steps
of Building a Media Plan.
Print
Strengths & Weaknesses:
 Portable
 “Time independent”
 Not a fleeting medium - it lasts
 Accommodates complex copy
 Good picture quality
 Easier to feature more than one product
 Versatility
 Can be preserved and reread
 Journalistic content = credibility & prestige
 Can deliver coupons
Newspaper
Strengths & Weaknesses:
 “Prestigious”  Reproduction varies
 Readers upscale  Not much passalong
 Readers use ads  Can be expensive
 Less lead time  Cluttered
 Strong local emphasis  Not read thoroughly
 Sense of immediacy  Poor demographic
 “Cataloging Value” selectivity
 May have adverse
editorial
Magazine
Strengths & Weaknesses:
 Special audience  Building audience
opportunities takes time
 Can be long-lasting  Can be cluttered
 Repeat exposure  Early closing dates
 High “passalong”
 Creative flexibility
Out-of-Home
Strengths & Weaknesses:
 Frequency and  Poor demographic
repetition selectivity
 Large audiences.  Limited time.
Low cost. Limited copy.
 Visual impact  Complicated logistics
 Blanket coverage  Can be expensive
 Versatility  Restrictions
Radio
Strengths & Weaknesses:
 Various formats.  Radio is cluttered
Special audiences.
 Inexpensive  Radio spots are
 Affordable frequency fleeting
 Affordable production
 Reaches mobile market
 Scheduling & creative
flexibility
 Immediacy
Television
Strengths & Weaknesses:
 Impact  Fleeting
 Market coverage  Expensive
 Intrusive  Big shows.
Big Bucks.
 Flexible  Production can
be expensive
 Cost-efficient (CPM)
 Best shows have
 Prestigious
limited availability
Cable TV
Strengths & Weaknesses:
 Geographic flexibility  Low ratings
 Inexpensive  Reporting is
 Varied programming. inadequate
Specialized audiences.
 Upscale audiences
 Wide variety of ad formats
Building
The
Media Plan:
Building The Media Plan:
 Successful media planning
is the task of selecting and
scheduling media that will
reach as many of the target
audience as frequently as
possible for the least
amount of cost.
Building The Media Plan:
 The Media Plan is…
 a blueprint for future action…
organizing a brand’s advertising
into media objectives and
strategies that are:
 Goal-Oriented - increase sales/share
 Make sense - effective/efficient
 Manageable - can be executed,
flexible, developed before the buy.
Building The Media Plan:
 Media Objectives
 WHAT your Media Plan hopes
to achieve
 Media Strategies
 HOW the Media Objective will
be implemented
Building The Media Plan:
 Evaluation & Analysis
 Planning Media Objectives
 Media Strategies
 The Media Buy
 Post-Buy Analysis
Building The Media Plan:
 Evaluation & Analysis
 Seasonality
 Brand History
 Budget
 Purchase Cycle
 Prime Prospect
 Geography
 Competition
 Promotional Activity
Building The Media Plan:
 Evaluation & Analysis
 + Problems & Opportunities
 Similar to Situation Analysis
in Chapter 8
 Becomes foundation for…
The Media Plan
Building The Media Plan:
 Planning Media Objectives
 Target Audience
 Seasonality
 Geography
 Reach & Frequency
Building The Media Plan:
 Planning Media Objectives
 Target Audience Profile
 Demographics
 Product Usage (Heavy/Med/Light)
 Media Usage
 PMN - Personal Media Network
 Media Consumption
 Core Audience
 Aperture (Time/Place/Circumstance)
Building The Media Plan:
 Planning Media Objectives
 Seasonality
 Seasonal sales
 Media Efficiency
 Competitive media presence
 Promotions Scheduled
Building The Media Plan:
 Planning Media Objectives
 Geographic Considerations
 Distribution
 National/Regional/Local
 Budget
 National/Regional/Local
 Competition
 Offensive or Defensive Strategy?
 Sales by Market
Building The Media Plan:
 Planning Media Objectives
 Reach and Frequency
 Consumer Motivation
 Purchase Cycle
 Purchase Decision
 Message Complexity
 Ad Effectiveness/Memorability
 Commercial Length
 Time of Day/Attention
 Competition
Building The Media Plan:
 Planning Media Strategies
 Nature of Media/Message
 Media Strength/Weakness
 Media Efficiencies - CPM
 Eliminate Media that don’t fit Brand
 Consider Selling Environments
 National vs. Local Spending
 Scheduling Strategies
 Synergy between Media/Ad
Building The Media Plan:
 Planning Media Strategies
 Media Efficiencies - CPM
 CPM = Cost Per Thousand, the
universal form of comparing the
efficiency of different media.
The following is a comparison of cost-
efficiency for reaching Women 18-49
Building The Media Plan:
 CPM - Women 18-49
Network Radio :30 2.81
Day Network :30 5.35
Cable TV :30 6.05
Print 4-color page 7.67
AM Network :30 11.14
Late Night :30 12.22
Syndication :30 13.29
Evening News :30 17.80
Prime Network :30 18.31
Building The Media Plan:
 Planning Media Strategies
 Scheduling Strategies
 Four Types of Ad Schedules:
Building The Media Plan:
 The Media Buy (Implementation)
 Buying - a separate function
 Involves tough-minded negotiating
 Involves long-term relationships
 Media Buying Services
 Growing field - specialists
 Part of “unbundling”
Building The Media Plan:
Post-Buy Analysis
 Measure actual performance
 Media makes “guarantees”
 Involves large amounts of $
 If below guarantee, media must
provide a “make-good.”
 And, if you do a good job…
Building The Media Plan:

You Get to
Do It Again
Next Year!
Media Planning:
A New Revolution
 New importance of the media function
 “Unbundling” = New Media Agencies
 New Global Relationships
 Mega-brands and mega-agencies
 Growing # of media choices means
growing need for media planning
 Development of “account planning”
style media planning
Media Planning:
A New Revolution
 “It will be more challenging to work
in advertising in new media…
it’s a ‘sky’s the limit’ type of thing.
And advertisers have to know
all the possibilities.”
Jayne Spitler, Leo Burnett/StarCom
Media Planning:
A New Revolution
 “The creative people and the media
people must intertwine their work
as much as possible. They have to
understand the overall project is
part of a targeting process.”
David Martin, CEO/Penta-Com
Media Planning:
A New Revolution
 “In a rapidly changing media world,
an understanding of the consumer/
media relationship is of fundamental
importance to the process.”
Andy Tilley. Zenith Media
Media Planning:
A New Revolution
 “Today’s toughest question is how
to find your customers at the most
strategic time – that’s why media
is the new creative frontier.”
Keith Reinhard, Chmn DDB
 Chapter 10

Media
The Marketing
of Messages

&
Questions
Discussion: