Transcript Canadian Advertising in Action

Canadian Advertising
in Action
Chapter 7
Media Planning Essentials
7.1
© 2006 Pearson Education Canada Inc.
Learning Objectives
 Assess roles & responsibilities of client
and agency in media planning
 Differentiate among objectives,
strategies and execution
 Utilize media terminology
 Describe media selection process
 Identify advertising budget factors
 Describe advertising budget methods
7.2
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Media Planning
Client provides relevant information to
agency in the form of a media brief.
1. Market Profile
4. Target Market Profile
2. Product Media
Profile
5. Media Objectives
6. Media Budget
3. Competitor Media
Usage
7.3
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Media Planning Process
Marketing Plan
Advertising Plan
Creative Plan
Media Objectives
Media Strategies
Media Execution
7.4
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Media Objectives
Who
is the target market?
What
is the message?
Where
are the priority markets?
When
is the best time to advertise?
How
many, often, long?
7.5
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Media Strategies
Numerous factors are considered for
achieving objectives:
• Target Market
• Timing of delivery
• Nature of Message
• Competitor media
usage
• Reach/Frequency/
Continuity/ Flexibility
• Market Coverage
7.6
• Media alternatives
• Budget
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Target Market Media
Strategies
Shotgun
Roadblock
Rifle
Profilematch
Explain why roadblocking is not useful in rifle
or profile-matching strategies.
7.7
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Balancing Strategic
Variables
Reach
How many?
Frequency How often?
Continuity How long?
How flexible is the plan? Can it be altered?
7.8
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Reach
The total unduplicated audience [individuals
or households] exposed to a message one or
more times in a period (week).
Reach Formula = # households tuned in
# households in area
=
=
7.9
50 000 or
250 000
1
5
20%
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Frequency
The average number of times an audience is
exposed to a message over a period of time
(week).
Frequency = Total Exposures
Formula
Reach
= 250 000
50 000
= 5.0
7.10
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Continuity / Flexibility
Continuity: The length of time
required to generate impact on a
target audience.
Flexibility: ability to modify media
spending plans throughout the
scheduled advertising period.
7.11
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Gross Rating Points
GRPs refer to the weight of a
media schedule against a predetermined target audience.
GRP = Reach (%) x Frequency
= 50 x 3.5
= 175
7.12
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Impressions
Impressions, or total exposures, are the
total number of commercial occasions
multiplied by the total target audience
potentially exposed to each occasion.
Impressions = Reach x Frequency
= 500 000 x 4
= 2 000 000
7.13
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Media Coverage
Identifying the number of markets where
advertising will occur.
 National
 Regional
 Key Market
 Selective
7.14
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Advertising Flights
8.10
7.15
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Scheduling Options
7.16
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Media Alternatives
Television
Radio
Newspaper
Magazines
Out-of-Home
Direct Response
Internet
7.17
1. Assess pros and
cons of each
2. Identify primary
and secondary
media
3. Budget is key
influence
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Budget Influence on
Media Strategy
Small
Budget
Limited
strategy
Selective
Media
Usage
7.18
Reach
Frequency
Continuity
Coverage
Timing
Competition
Media Type
Large
Budget
Flexible
strategy
Media Mix:
Primary &
Secondary
Media
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Media Selection Process
7.19
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Media Execution
• Media Scheduling and Budgeting
(Blocking Chart)
• Media Buying (Negotiation)
7.20
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Agency Role in Media
Planning
A media director oversees staff responsible for
developing the plan and selecting, scheduling,
and buying time and space. Computers play a
key role in media planning.
Pre-buy
Analysis
Estimated audience
deliveries in a schedule
Post-buy
Analysis
Actual audience
deliveries
7.21
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Factors Influencing
Budgets
1. Customer Characteristics
2. Degree of Competition
3. Product Life Cycle
4. Management Attitude
7.22
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5 Budgeting Methods
1. Percentage of Sales
2. Fixed Sum per Unit Sold
3. Industry Average
4. Task
5. Share of Advertising / Share of Market
7.23
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