Professional Documents
Culture Documents
CHAPTER 7
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
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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.
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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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Reach/Frequency/Continuity
Reach
How many?
Emotional message
broadcast, online video & website
Frequency
How often?
Promotional message
TV for awareness Print, POP & website for details on how to enter
Continuity
How long?
How flexible is the plan? Can it be altered?
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Brand-name awareness
outdoor &transit
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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 = 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 = 5.0
Copyright 2009 Pearson Education Canada
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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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Advertising Flights
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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Media Coverage
Identifying the number of markets where advertising will occur. National
Regional Key Market Selective
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Media Alternatives
1. Nature of the product Television Radio Newspaper Magazines Out-of-Home Direct-Response Internet 2. Description of the target market and the media they refer to most often 3. Budget is key influence
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Media Execution
Fine tuning the strategy and translating it into specific action plans.
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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CPM
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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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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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