Buying Into Media Planning

Buying Into Media Planning

November 15, 2007November 15, 2007

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• Who are we? (AKA: cool stuff about Jenny and Megan)

– Jenny Quint• Media Planner• Kansas State Collegian Ad Staff alum• Sumo wrestled fellow media co-worker… and lost

miserably• Did the Wabash Cannonball at her own wedding dance

– Megan Pechin• Senior Media Planner• Worked at 91.9 and Z96.3 during college• Self proclaimed Rock Star – according to Guitar Hero III• Has been known to sing Living on a Prayer in her office.• She named her Miniature Schnauzer after Porter’s in

Aggieville

Introduction

Agency OverviewAgency Overview

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Agency Overview

• New Business– Cook’s Ham– Jarden Brands (Mr. Coffee/Crock-Pot/Sunbeam)– Steve & Barry’s– Stiletto Vodka– Ruby Tuesday

• Current Clients– Bayer Animal Health– Beauty Brands– Commerce Bank– Farmland– Helen of Troy– Hostess– McDonald’s– United Online/Net Zero– Sun Com– Time Warner Cable

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The West Edge

• Bernstein-Rein is moving next year!• Our new home, The West Edge, will feature:

– Advertising Icon Museum & Madison Avenue Walk of Fame– Country Club Plaza Location– European-style Boutique Hotel featuring an elegant sky

bar/pool area– First-Class Signature Restaurant– Health Club + Spa– Nightclub + Bar

• www.thewestedge.com

Media PlanningMedia Planning

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What is media planning?

It’s not just numbers!

Ok so it’s about 80/20

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What is media planning?

• Strategic Media Planning and Analysis– Define who your target is?– Determine what mediums will effectively reach the

target?– Which magazines, TV and radio stations, websites or

even alternative media will reach them the best?

• Competitive Analysis– What is everyone else doing and spending?– Why is this important?

• http://products.tns-mi.com/Security/Default.aspx

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What is media planning?

• Insight from Primary & Secondary Research– Focus Groups– MRI– Proprietary Research– Mintel– And so much more……

• Media Landscape Education – Emerging technologies such as Second Life,

Facebook, SMS text messaging and Bluetooth capabilities. (There’s a lot more and not enough time to list them all)

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Thoughts to get you started…..

• Target Audience– Which audience segments should we go after?– Is there a secondary audience segment to consider?

• Timing– Any seasonality to consider, e.g. moving season?– Any particular life stage events to provide support to?

• Geography– What parts of the country do we need to cover:

• e.g. A markets? DMA level? Entire US?• Typically our clients provide sales data that helps us prioritize the markets.

• Budget Setting– Account Management provides Media with a budget for the year.– Occasionally, assignments will be given without a budget.

• DISCLAIMER – This information is typically provided to us from Acct. Mgmt.

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What does MRI look like?• Data is exported out and looks like this

Target: women and married and age 25 - 29 Population: 5075 (000) 

Unwgt (000)  Vert% Horz% Index

Totals 883 5075 100 2.33 100[Mimosa]Mixed Drinks Sole/ Primary Types 13 * 91 1.79 8.29 356Domino b 64 205 4.04 6.39 275[The Limited]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 44 * 243 4.79 6.35 273[Express]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 91 444 8.75 5.86 252[New York & Company]Dept./ Clothing/Specialty Stores ShoppedLast 3 Mos 59 336 6.62 5.86 252[Lemon Drop]Mixed Drinks Sole/ Primary Types 10 * 61 1.2 5.79 249Us Weekly 127 633 12.47 5.72 246[Kahlua & Milk]Mixed Drinks Sole/Primary Types 10 * 64 1.26 5.69 245Real Simple 56 339 6.68 5.4 232[Old Navy]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 327 1907 37.58 5.24 225[The Gap]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 190 934 18.4 4.76 205[Ann Taylor]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 66 276 5.44 4.47 192[Cosmopolitan]Mixed Drinks Sole/ Primary Types 28 * 120 2.36 4.38 189[Friends - Weekend]TV Programs Aired Once a Week -Viewed 56 357 7.03 4.33 186[Pottery Barn]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 38 * 210 4.14 4.25 183[Will & Grace - Weekend]TV Programs Aired Once a Week -Viewed 40 * 284 5.6 4.2 181[Apple Martini]Mixed Drinks Sole/ Primary Types 28 * 125 2.46 4.11 177[Banana Republic]Dept./ Clothing/Specialty Stores ShoppedLast 3 Mos 72 327 6.44 3.75 161Highest Degree Received by Respondent[Bachelor 's Degree] 250 1383 27.25 3.69 159People 266 1531 30.17 3.7 159[Rum and Coke]Mixed Drinks Sole/ Primary Types 38 * 261 5.14 3.63 156[Target]Dept./ Clothing/Specialty Stores Shopped Last 3 Mos 520 2895 57.04 3.61 155[Mudslide]Mixed Drinks Sole/ Primary Types 14 * 72 1.42 3.52 152[Family Guy]TV Programs Aired Once a Week - Viewed 78 511 10.07 3.43 148[Grey's Anatomy]TV Programs Aired Once a Week - Viewed 123 654 12.89 3.08 133[Desperate Housewives]TV Programs Aired Once a Week -Viewed 108 621 12.24 2.96 127[The Amazing Race]TV Programs Aired Once a Week - Viewed 37 * 223 4.39 2.94 126[Lost]TV Programs Aired Once a Week - Viewed 77 397 7.82 2.76 119

* Proj relatively unstable due to small base-use with caution. a Source: Publisher's Defined Edition. (Derived from Mediamark Doublebase 2007.) b Source: Publisher's Estimate. (Derived from Mediamark Doublebase 2007.)

Source: 2007 MRI Doublebase Weighted by: PopulationCopyright (c) 2007 MRI All Rights Reserved.

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How we interpret MRI…..

• Jenny’s Profile according to MRI

• Jenny is married to her college sweetheart, both of whom are in their upper 20s. They own their first home together; located in the suburbs. No kids quite yet, but they can see it on the horizon so on occasion she checks out a couple parenting magazines.

• Jenny’s ideal “Girls Night Out” would include a day of shopping at Banana Republic, Ann Taylor, The Gap, and The Limited. She and her girl friends would then have a Cosmo martini happy hour and later catch up on a recent episode of Grey’s Anatomy.

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What does MRI look like?• Data is exported out and looks like this

Total Sample Target: women and single and age 25 - 29 Population : 4110 (000 ) 

Unwgt (000 )  Vert% Horz% IndexModern Bride 111 531 12.92 10.43 554Lucky 60 245 5.96 9.57 508Bridal Guide 81 417 10.15 9.4 499Elle 105 420 10.22 8.99 478Brides 119 552 13.43 8.58 456In Touch Weekly 103 468 11.39 8.55 454Jane 41 * 132 3.21 8.53 453Blueprint b 107 125 3.04 8.33 443Marie Claire 75 273 6.64 8.14 433Domino b 77 258 6.28 8.04 427In Style 185 731 17.79 7.88 418Allure 98 384 9.34 7.21 383Baby Talk 66 392 9.54 7.21 383Glamour 210 879 21.39 7.11 377Women's Health b 143 256 6.23 7.09 376OK! b 273 273 6.64 6.76 359Household Income- HHI[Under $5000] 46 * 276 6.72 6.64 353Vogue 174 693 16.86 6.61 351Cosmopolitan 248 1125 27.37 6.53 347[Apple Martini]Mixed Drinks Sole/ Primary Types 56 198 4.82 6.51 346Pregnancy b 145 73 1.78 6.49 345Yogal Journal b 138 76 1.85 6.2 329Us Weekly 157 678 16.5 6.12 325[David's Bridal]Dept./ Clothing/Specialty Stores ShoppedLast 3 Mos 30 * 145 3.53 6.08 323[All Of Us]TV Programs Aired Once a Week - Viewed 51 212 5.16 6.09 323Shape 93 348 8.47 5.99 318American Baby 75 399 9.71 5.95 316Elle Decor 21 * 96 2.34 5.96 316[Mojito]Mixed Drinks Sole/ Primary Types 32 * 98 2.38 5.86 311

* Proj relatively unstable due to small base-use with caution. a Source: Publisher's Defined Edition. (Derived from Mediamark Doublebase 2007.) b Source: Publisher's Estimate. (Derived from Mediamark Doublebase 2007.)

Source: 2007 MRI Doublebase Weighted by: PopulationCopyright (c) 2007 MRI All Rights Reserved.

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How we interpret MRI…..

• Megan’s Profile according to MRI

• Megan is living the fabulous lifestyle of being single and in her upper 20’s. She has a full time job and currently rents an apartment on the Plaza. Her favorite stores are the Limited, Express, GAP, Target and Victoria’s Secret. Her next big step in life is to get married so she might be shopping at David’s Bridal as well.

• Megan is online every day for email, shopping and checking her Facebook/My Space page. When she has time, she relaxes in front of the TV. She plans for programs like The Office, America’s Next Top Model, Grey’s Anatomy, and tivos most of them. As for magazines, she keeps current fashion trends and celebrity gossip by reading Elle, Vogue, In Style and People …also some bridal magazines for the big day. Sometimes she reads baby magazines to know what gifts to buy for showers.

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Clients we work on….

• Jenny

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Clients we work on….

• Megan

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Our typical* day….

8:30-8:45 – Arrive at work…depends on how well the alarm is working that morning or “traffic”

9:00-10:00 – Check email/listen to voicemails

10:30 Noon 3:30

11:00-12:00 – Department Meeting/Training Sessions/Rep Meetings

12:00 – 1:00 – Lunch time! On our own, with a rep or with the team.

1:00 – finished - Check email, put out any fires that may have occurred during lunch. Pull MRI and competitive spending for new business

3:30 – Take a break to approve invoices, accounting needs to pay some people!

5:00 – Enter your time or else you lose your direct deposit. Stay late if you didn’t meet your deadlines during work hours

10:05 – Check Facebook account

8:45 – Coffee!!! Can’t start work without the morning latte!

11:55 – Check myspace account

3:00 – Visit a dance club in Second Life

4:00 – Someone in creative adds you as contact on Linked In

*Our day is never typical and is always changing. Oh and yes we have Beer Fridays at 4:30 pm….sometimes earlier.

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What you wanted to know about media planning….• Do you work with local networks or only national when working with

television? (i.e. local affiliate or NY based network)

• How do you find new media?

– Media Post

– Media Week

– Ad Age

– Ad Week

• Other than media planning and buying at K-State, what other classes have helped you in your job and overall in your life?

• What defines “planning season”?

• As media planners, does the writer’s strike effect any aspect of your job?

• How did you do on the media plan for H.S.?

• Do you ever get to take a break and hang out with the creatives? Do the creatives ever come up and say hello?

• If you have an idea for your client, can you share it with creatives without getting shot down?

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So why media planning

• It’s not numbers, it’s currency and who doesn’t like spending money!

• Excel will be your best friend!– Analyzing research and media costs/delivery – Executing flowcharts

• Knowing what’s hot before everyone else!– TV shows– New internet sites – i.e. the new BR website!!!!

• Want to keep up – read the trades!!!

• It’s always changing!– Podcasting, VOD, wireless and even internet.

• Working with vendors and building relationships.• Lastly….don’t dread your media planning class

– Even if you end up as a copy writer or in account management it always helps to have some media knowledge.

Sooo….how do you get a job in advertisingSooo….how do you get a job in advertising

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What to do before you graduate

• Get an internship– Allows you to explore the industry and get a feel for the

discipline you want to pursue– Any marketing related experience will help, just make sure

you have an internship• Network

– We’re not here because we like public speaking– Take advantage of the mentoring program through the

journalism school (we critique resumes)– Make contacts with classmates, Alumni, advisors and

professors• LinkedIn www.linkedin.com

• Get a head start on your resume– How important is your resume and what content should you

include– Build your resume and have it critiqued– Make your experience relevant

• Google yourself– Edit your facebook and myspace pages

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I graduated from KSU… now what?

• Ask for an informational interview• At the interview

– Bring extra copies of your resume…ALWAYS!– Show relevant examples of your work (media plan, campaigns class

project, etc.)– Dress for the occasion (business suit) and be appropriate

• Follow up:– After you submit your resume– After you make a new contact– After every interview

• Don’t get discouraged, starting your career is a full time job.• Be creative!• Helpful web sites:

– www.talentzoo.com– www.landajobnow.com– www.kcadclub.com– www.kcaaaa.org

Thank YouThank You

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Questions?Fun outings with our

teammates & reps.

Happy Hours