Transcript 10 - media planning

Chapter 7
Media Strategy
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart
Learning Objectives_1
• Understand the basic organization of the media
function and the role it plays in the total
advertising function.
• Describe the trends that have set the tone for
changes in the media planning function.
• Discuss the characteristics of a typical media
plan.
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Learning Objectives_2
• Discuss relationships between media planning
and target marketing.
• Understand the tactics used to obtain the
desired levels of reach, frequency, and
continuity in a media plan.
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Organization of the Media Function
Media planner
Media research
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Media buyer
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The New Media Function
Convergence
Interactivity
Creativity
Engagement
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Factors That Changed the Role of Media
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Integrated marketing
Cost factors
Globalization
Complexity of the media function
Profitability
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Top Media Specialist Companies
Ranked by Worldwide Billings
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OMD Worldwide
Starcom USA
MindShare Worldwide
Mediaedge:cia
MediaVest
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Zenith Media
MediaCom
Carat
Universal McCann
Initiative
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Desired Media Professionals
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Market analysts
Strategic insight planners
Communication/media planners
Media buyers/optimizers
ROI analysts
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Building a Media Strategy
Qualitative factors of media
Fading distinctions among media
Media accountability
Value-added opportunities
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Major Components of a Media Plan
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Marketing Analysis
Advertising Analysis
Media Strategy
Media Scheduling
Justification and Summary
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The Marketing Analysis
• Fundamental marketing strategy
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Sales
Share of market
Profitability goals
Target market description
• Product benefits and differentiating
characteristics
• Pricing strategy
• Competitive environment
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The Advertising Analysis
• Fundamental advertising strategy
– Product awareness goals
– Target audience advertising weight
• Budget
– Allocation to marketing communication mix
– Allocation by media category
– Allocation by vehicle
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The Media Strategy
• Media vehicles matched with target audience
media preferences
• Creative and communication considerations
– Need for product demonstration
– Need for complex message
– Daypart and/or seasonal requirements
– Media compatibility with message themes
and competitive considerations
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Exhibit 7.3 Matching Media to Prospect
• Who would be the prime prospects for this
ad for the Macon Symphony?
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The Media Schedule
• Print insertion dates and production
requirements
• Broadcast locations and availabilities
• Budget allocation each medium and media
vehicle
• CPM estimates
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When would be a good time to run this ad?
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Justification and Summary
• Statement of advertising goals in terms of
measurable results
• Research plan to measure achievement of
goals
• Contingencies for media schedule
adjustments
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Cost Per Thousand (CPM)
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Communication Considerations
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Creative predispositions of the audience
Qualitative environment for the message
The synergistic effect
The creative approach
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CPM Adjustments
• Probability of exposure to a medium
• Advertising exposure weights to equalize the
probability of an advertisement being seen
• Communication weights to equalize the
probability of an advertising message
communicating
• Frequency of exposure weights in the same
medium
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Exhibit 7.4a
PRIZM Social Groups
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Media Tactics
• Reach: the number of different people exposed
to a single medium during the media schedule
• Frequency: the number of times that each
person in the audience is exposed to the media
schedule
• Continuity: the length of time a campaign will
run
• Budget: the monetary constraints placed on
reach and frequency
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Exhibit 7.5
Reach, Frequency, and Continuity
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Criteria for Evaluating the
Value of Media Vehicles
• The cost of the vehicle
• The number of target market members or the
weighted target market quality of the audience
reached by the vehicle
• The effectiveness of the advertising exposures
the vehicles deliver
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The Media Schedule
• Flighting consists of relatively short bursts of
advertising followed by periods of total or
relative inactivity
• Steady scheduling consists of a peak of
advertising weight which is then continued
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Exhibit 7.6 Steady versus
Flighting Media Schedules
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Factors to Consider Before
Choosing a Flighting Schedule
Competitive spending
Timing of flights
Advertising decay
Secondary media
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Exhibit 7.8 Media Flowchart Example
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For Discussion
• How has the fragmentation of media
audiences affected media planning?
• What effect has unbundling of media
departments had on the media planning
process?
• Why is media planning becoming more
creative?
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