copyright © 2012 pearson canada inc. part 4 communicating the message 7-1
Post on 19-Dec-2015
218 views
TRANSCRIPT
Copyright © 2012 Pearson Canada Inc.
Learning Objectives
Assess roles & responsibilities of both client and agency in media planning
Become familiar with media planning terminology, concepts and metrics
Describe the steps involved in the media selection process
Identify factors affecting and methods of determining an advertising budget
7-3
Copyright © 2012 Pearson Canada Inc.
Media Planning
Process of developing a plan of action for communicating messages to the right people at the right time with the right frequency
Efficiency in media planning - gaining maximum
impact at minimum cost to the client.
7-5
Copyright © 2012 Pearson Canada Inc.
Media Planning Process
Client provides background information to agency in the form of a media brief containing:
Market Profile – as a whole
Product Media History – what’s been done in the past
Competitor Media Usage Target Market Profile – for the brand
Media Objectives Media Budget
7-7
Copyright © 2012 Pearson Canada Inc.
The Media Plan
Document that outlines all relevant details including:
How a client’s budget will be spent Clearly defined objectives Well developed strategies Precise execution details
7-8
Copyright © 2012 Pearson Canada Inc.
Media Objectives
Clearly worded statements that outline what the media plan should accomplish.
Who is the target market? What is the advertising message? Where are the market priorities? When is the best time to advertise? How many, often, long?
7-9
Copyright © 2012 Pearson Canada Inc.
Media Strategies
Addressing Target Market Shotgun; Profile Matching; Rifle
Nature of Advertising Message Factual message => Print media Emotional message => TV and radio Promotional message => Combination Brand-name awareness => Out of home
7-10
Copyright © 2012 Pearson Canada Inc.
Media Management terms
Reach: how many? Frequency: how often? Impressions Gross rating points (GRPs) Continuity: what pattern; how long? Engagement Flexibility
7-11
Copyright © 2012 Pearson Canada Inc.
Market CoverageNational coverage Requires media coverage wherever product is available.
Regional coverage Equitable allocation so that all regions benefit.
Key-market plan Time and space are purchased in urban markets that have
been identified as priorities
Selective coverage plan Attempts to reach target market regardless of geographic
location
7-13
Copyright © 2012 Pearson Canada Inc.
Media Selection
TelevisionRadio
NewspaperMagazines
Out-of-HomeDirect-Response
Internet
TelevisionRadio
NewspaperMagazines
Out-of-HomeDirect-Response
Internet
1. Nature of the product
2. Description of the target market and the media they refer to most often
3. Budget is key influence
7-17
Copyright © 2012 Pearson Canada Inc.
Media Selection Strategies
Concentrated media strategy Select a primary medium that effectively
reaches a target market. Assorted media strategy
Reach the same target market in different ways / environments
7-18
Copyright © 2012 Pearson Canada Inc.
Budget Influence on Media Strategies
Media Mix:Primary &Secondary
Media
SelectiveMedia Usage
SmallBudget
LargeBudget
ReachFrequencyContinuity
Market CoverageTiming
Competition Media UsageType (Choice) of Media
Limitedstrategy
Flexiblestrategy
7-19
Copyright © 2012 Pearson Canada Inc.
Competitive Influence
Analyze competitors media use and expenditure patterns
Decide whether to follow a similar pattern or recommend a different approach
7-20
Copyright © 2012 Pearson Canada Inc.
Media Execution Fine tuning the strategy and translating it into
specific action plans.
Media Selection Process
7-21
Copyright © 2012 Pearson Canada Inc.
Cost per Thousand (CPM)
Cost incurred in delivering a message to one thousand individuals.
The formula for calculating CPM is as follows:
Unit Cost of MessageCPM = Circulation (000)
7-22
Copyright © 2012 Pearson Canada Inc.
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 usageMarket coverageWeight levels
GRPsReachFrequencyTiming
7-23
Copyright © 2012 Pearson Canada Inc.
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.
7-24
Copyright © 2012 Pearson Canada Inc.
The Media BudgetFactors affecting budget size:
Size of Customer Base
Degree of Competition
Stage in the Product Life Cycle
Product Characteristics
Management Philosophy about Advertising
7-25