Major Factors in Creating and Building a Media Plan

Media Objectives, Strategies and Planning
Major Factors
in Creating and Building
a Media Plan
Media Questions
Two basic processes:
1. Planning media strategy,
including the specific types of
consumers/audiences the
messages will be directed to.
2. Selecting and Buying media vehicles.
• Media planning is both an art and a
science. An essential part of the
advertising business.
Media Questions
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Where should we advertise?
Which media vehicles?
When during the year?
Should we concentrate our advertising?
How often should it run?
What opportunities are there to
integrate our media planning with other
Promotion or Communication tools?
Media Objectives, Strategies and Planning
• Planners direct the messages to the
right people at the right time in the
right environments.
• TV: Networks, syndication, local,
cable, satellite.
• National, Regional and Local issues
• Non traditional: In flights, parking meters,
blimps, shopping carts, milk cartons,
litter cans, taxis, sponsorships.
Media Objectives, Strategies and Planning
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Increasing media choices and options
Audience fragmentation
Costs and rate hikes
Multimedia, and interactive
Diverse audiences
And more
Commonly Available Media Vehicles 1966 vs. 2006
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Broadcast TV
Cable TV (Limited)
Movies/Cinema Adv.
AM/FM radio
Reel to Reel tape
Telephone
Postal Mail
Newspapers
Magazines (9K)
Books
• 1966: 24 hours a day
• 2006: 24 hours a day
• Broadcast TV, Cable TV,
Pay TV, VOD
• Satellite TV and Radio
• Movies/Cinema Adv.
• AM/FM radio
• Telephone and Mobile
phone
• Postal Mail
• Newspapers, Magazines
(17K titles)
• CD, cassette, MP3, VCR,
DVD, PVR
• Internet and web,
including email, web
browsing, PC gaming,
Music downloading, P2P
• PDA’s, Pagers, Console and
Game Devices
Media Objectives, Strategies and Planning
Major Factors:
• 1. Target Market. Whom are you going to
sell to?
– Demographic, geographic and psychographics
characteristics
• 2. Where is product or service distributed?
– Local, regional, national or selected markets
– Remember BDI and CDI’s
Media Objectives, Strategies and Planning
• 3. What is Budget?
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Percentage of sales
Share of market and Share of Voice
Objective and Task
Unit of Sales and Case Rate
Competition
Test Market
Experimental
Computer modeling
Affordable and Available Funds
Media Objectives, Strategies and Planning
• 4. What is Competition Doing?
– Budgets
– Which Media?
– Which Schedules?
– And more
Media Objectives, Strategies and Planning
• 5. Nature of Message?
– Electronic/Broadcast
– Print
– Color/B&W
– Demonstration
– Simple Statements
Media Objectives, Strategies and Planning
• 6.
Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)
Media Objectives, Strategies and Planning
Media Objectives, Strategies and Planning
Reach (Cume)
• The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least
once during the average week for a reported
time period. During the course of the
schedule illustrated, seven different
households were exposed to the spot at least
once. Since each home represents 10 % of
the universe, this makes the reach or cume
70%.
Media Objectives, Strategies and Planning
Frequency
• Average number of times a household
or a person viewed a given television
program, station or commercial during a
specific time period.
Media Objectives, Strategies and Planning
Continuity/Continuous Schedule
• Advertising runs steadily and varies
little. Compare with:
• Flighting and Pulsing with scheduling
Media Objectives, Strategies and Planning
• Rating (RTG or %):
• The estimate of the size of a television
audience relative to the total universe,
expressed as a percentage. The
estimated percent of all TV households
or persons tuned to a specific station.
In the example, three of the 10 homes
in the universe are tuned to channel 2.
That translates to a 30 rating.
Media Objectives, Strategies and Planning
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RATING = households tuned in to a given program
all households with television
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SHARE =
households tuned in to a given program
all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use
watching a particular program)
Here's an example: Your show is aired in a market that has 1
million television househo2lds; 400,000 are tuned in to you.
Therefore:
400,000
1,000,000 =
.40, or a rating of 40
At the time your show airs, however, there are only 800,000
households using television. Therefore, your share of the available
audience is
Share =
400,000
800,000
= .50, or a rating of 50
If you can explain why a specific program's share is always
higher than its rating, then you understand the difference
between the two.
Media Objectives, Strategies and Planning
• 7. Media Mix
– Combination of different media, and
size of ads
– Which Media?
– Which Schedules?
– And more
Media Objectives, Strategies and Planning
• 8. Seasonality and Length of Schedule?
– Hot tea vs. Cold tea?
– Snow blowers, toothpaste, coffee.
– Morning Drive and Evening Drive
– Flighting
– Pulsing
Media Objectives, Strategies and Planning
• 9. Tie-ins with Merchandising
and Sales Force?
– Coupons, Contests, Trade Deals, Sales Calls,
Displays, Budgets.
– Which Media?
– Events
• Super Bowl
• Academy Awards
• Sports
– Which Schedules?
– And more
Media Objectives, Strategies and Planning
Where?
56.9% of media exposure took
place in the home, but 21.1% took
place at work, 8.3% in the car and
13.7% in other locations.
Media Objectives, Strategies and Planning
10. Flexibility
Messages
Promotion
4P’s
and
7P’s
Media Objectives, Strategies and Planning
• 11. Cost Efficiencies
– Which Media?
– Which Schedules?
– Which Vehicles?
Media Objectives, Strategies and Planning
• Advertising is an investment in future
sales.
• It’s greatest powers are in
short-term promotions and its
cumulative long-range effects.
• And more