Transcript Z92.3 - Pearson Education Canada

CHAPTER 7
Media Planning
Essentials
7-1
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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…
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Learning Objectives (cont.)
7-3

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
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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.
7-4
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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
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Media Planning Process
Marketing Plan
Advertising Plan
Creative Plan
Media Objectives
Media Strategies
Media Execution
Media Evaluation
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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
Rationalized strategies
Precise execution details
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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?
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Media Strategies
Numerous factors are considered for
achieving objectives:
Target Market
Nature of Advertising Message
Reach/Frequency/Continuity
Market Coverage
Best time to reach target
Competitor media strategies
Media alternatives
Budget
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Target Market Media Strategies
Shotgun
Profilematching
Rifle
Roadblock
Explain why roadblocking is not useful
in rifle or profile-matching strategies.
7-10
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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
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Reach/Frequency/Continuity
Reach
How many?
Frequency
How often?
Continuity
How long?
How flexible is the plan? Can it be altered?
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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
= 50 000
250 000
or
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 Formula = Total Exposures
Reach
= 250 000
50 000
=
7-14
5.0
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Impressions
Total number of commercial occasions
scheduled, multiplied by the total target
audience potentially exposed to each
occasion.
Impressions
= Reach X Frequency
= 100 000 X 3
= 300 000
Over an 8-week schedule the gross impressions
would be:
2 400 000 (300 000 X 8)
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Gross Rating Points (GRPs)
GRPs refer to the weight of a media
schedule against a pre-determined
target audience.
GRP = Reach (%) x Frequency
= 50 x 3.5
= 175
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Continuity, Engagement, &
Flexibility
Continuity:
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.
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Advertising Flights
7-18
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Media Coverage
Identifying the number of markets
where advertising will occur.
 National
 Regional
 Key Market
 Selective
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Best Time to Reach Target
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Competitor Media Strategies
Media planners should analyze
competitors’ media usage and
expenditure patterns.
Should you follow a similar pattern?
Should you recommend a unique strategic
direction?
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Media Alternatives
1. Nature of the product
Television
Radio
Newspaper
Magazines
Out-of-Home
Direct-Response
Internet
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2. Description of the
target market and the
media they refer to
most often
3. Budget is key
influence
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Budget Influence on
Media Strategy
Small
Budget
Limited
strategy
Selective
Media
Usage
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Large
Budget
Reach
Flexible
Frequency
strategy
Continuity
Market Coverage
Timing
Media Mix:
Competition Media Usage
Primary &
Type (Choice) of Media
Secondary
Media
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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:
CPM
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=
Unit Cost of Message
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 usage
 Market coverage
 Weight levels
 GRPs
 Reach
 Frequency
 Timing
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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 Budget
Factors 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
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
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