How to set media objective , strategies and recommendationAD 3102 Advertising Media Planning

Crack The brief

Understand marketing objective

Marketing Objective

• Create 80% Brand awareness of Sony Tablet to target prospect , especially younger adult target and lead to be the top of mind awareness for total Sony Brand • Double sale volume on first 3 months from 5%

to 10 % and keep growth percentage until end of the year 15%• Achieved 100,000 member for my sony card

( loyalty program ) in 6 month

Crake The brief

1. Expect 80 % awareness set Reach should be higher than awareness ……. LAUNCH reach should be higher than expect awareness ….

Study competitor on launch weight - Sumsung launch

85/1+ 65/3+ 1200 GRP’s

- iPad launch 85/1+ 55/3+ 1000 GRPS

Study our brand reach curve - If consider 85 % 1+

54/3+ = 900 GRP’s - If consider GRPs

1000 = 87/1+ 58/3+

- If consider GRP’s 1200 = 88/1+ 67/3+

Launch TIPS 3+ should not

lower 50%

Crake The brief 1. Expect 80 % awareness

set Reach should be higher than awareness ……. LAUNCH reach should be higher than expect awareness ….

Study competitor on launch weight - Sumsung launch

85/1+ 65/3+ 1200 GRP’s

- iPad launch 85/1+ 55/3+ 1000 GRPS

Study our brand reach curve - If consider 85 % 1+

54/3+ = 900 GRP’s - If consider GRPs

1000 = 87/1+ 58/3+

- If consider GRP’s 1200 = 88/1+ 67/3+

Launch TIPS 3+ should not

lower 50%

Crake The brief 1. Expect 80 % awareness

set Reach should be higher than awareness ……. LAUNCH reach should be higher than expect awareness ….3 + require

launch should not lower than 50 % Sustain if 3 + could reach 50 % …. PERFECT 1+ could not lower than 50 %

CRACK The Brief Launch Sustain

GRP’s 1100 800

R1+ 88 82

R3+ 63 50

Frequency 12.5 9.8

Budget 24,000,000 16,000,000

CPRP 30 sec 20,000 20,000

Media Objective

• Achieved at 88 % of reach 1+ and 63% of ER/EF 3+ performance on every launching new TVCs .• xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx• xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Crake The brief

1. Double sale volume on first 3 months continue media on first 3 months ….. Launch + sustain , or

only launch weight need heavy media support

Media Objective

• Achieved at 88 % of reach 1+ and 67% of ER/EF 3+ performance on every launching new TVCs to achieve awareness at least 80 % .• Heavy and continuous media pattern on first 3

months to increase sale volume double to 10 %.• xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Crake The brief

• Achieved 100,000 member for my sony card ( loyalty program ) in 6 month what’s period of 6 months ??What’s media could clarify more benefit

? And repeat message for remember

Media Objective

• Achieved at 88 % of reach 1+ and 67% of ER/EF 3+ performance on every launching new TVCs to achieve awareness at least 80 % .• Heavy and continuous media pattern on first 3

months to increase sale volume double to 10 %.• Utilize media mix to communicate benefit

message for gain 100,000 membership within 6 months period .

Objective VS Strategies

A series of actions selected from several possible alternatives to best achieve the objectives.

A statement of the task(s) one wishes to accomplish.

Media Objective Vs Media Strategies

• Achieved at 88 % of reach 1+ and 67% of ER/EF 3+ performance on every launching new TVCs to achieve awareness at least 80 % .

• Keep TV as main medium to gain high reach performance

• Heavy and continuous media pattern on first 3 months to increase sale volume double to 10 %.

• Not over utilize TV as main medium , but also focus on newspaper as key supported medium to build sale volume especially first 3 months .

• Utilize media mix to communicate benefit message for gain 100,000 membership within 6 months period .

• Mix balance between Radio and magazine to motivate prospect interest about benefit message .

Media strategies

• Keep TV as main medium to gain high reach performance for complete achieve high awareness .• Focus on newspaper as key supported

medium to build sale volume especially first 3 months .•Mix balance between Radio and magazine

with proper budget allocation to build loyalty with prospect target

HOW TO WRITE RECOMMENDATION

Report example – READ before starting • This is just example for key topic that need to be in media

recommendation proposal • Need you add more information as you put in to support your

plan especially target analysis , need to share information from your research to support

• Detail of strategies and execution , need more example such as name of program or other detail that help your plan complete and different from your friend proposal

MUJI Media recommendationSAVE THE EARTH CAMPAIGN

Marketing Background • Maintain concept “ Lower priced for a reason” and expand

their concept out of Japan . • Muji brand character including • selection of materials – tasty and healthy food ,comfortable

clothing , easy to use household product .• Streamlining process - carefully manufactured , true quality ,

reduce cost .• Simplification of packaging – nature color and shapes , plain

uniform

Global Warming Concept • Main concept “ MUJI SAVE THE EARTH”• Recycled material are used for all stationary product .• Vinyl chloride not use • Wood pulp from illegal felling not use • Expendables are sold separately for replacement or refill

Marketing Objective • Create 80 % awareness of Muji Brand to target prospect ( teen

and adult ) • Gain market share in 50 % in first 4 months and achieve 70 %

in first 6 months

Key Marketing Activities • Big launch main concept “ Save Our Earth “ and maintain

throughout the year .• Promote limited edition “ Stationary & Men – Woman fashion

by base on concept “ Muji Save our earth “ • Expand shop both in BKK and Key provinces in Thailand – total

8 stores in Year xxx• Create design contest to encourage key concept of Muji “ easy

and simplified to use “

Target Audience Male & Female Age 15 -29 are priority target prospect Over 29 years old are secondary target Middle / Upper Income group Live in BKK and key provinces – Chiengmai / Hat yai / Phuket

and Udontanee Physiographic :

aware in topic “ global warming “ No concern about branding Easy Easy concept Love in nature ,

Media Objective

• Gain media coverage 90% of reach 1+ within first 4 month or coverage more than 50 % of reach 3+ in order to create brand awareness and register Muji brand in mind • Consider “ Mix Media “ to stimulate multi

target prospect interest and run throughout the year.

Media Strategies

• Consider TV is the main medium to gain highest media coverage 90 % in reach 1+ • Utilize media base on activities• Newspaper and magazine for

promoting product • Radio for stimulate and inform branding

news • TV for expand corporate concept .

Media Execution

• TV • Launch level with 87 % reach 1+ and 56 %

reach 3+ to complete key competitor. • Sara ever launch with 86 % reach 1+ in Y2008

• Maintain level with 60 % reach 1+ throughout campaign • Flighting pattern was preferred , key period are

1st quarter of launching campaign and 3rd -4th quarter for support grand opening shop around Thailand .

Media Execution

• TV • Focus 60 % on Primetime ( 1800-2200) ,

20% for late night program , 10 % for morning program and 10 % for daytime program • Drama , variety and sport program to be

main program to consider • 70 % on weekday and 30 % on weekend

program

Media Execution

• Newspaper • Select popular daily newspaper to coverage

main concept • Thairath with FP /FC , JP/FC and rotate size to

Strip ad for creating more frequency .

• Consider English and business newspaper to selective target for limited edition product and launcing main concept • Bangkok Post and the nation for Upper adult

target • Krungthep Turakij for Middle / Upper working

adult

Media Execution

• Newspaper • Not only Bangkok coverage , expand to Urban

area with • Kom chad luke and kao sod special package • Buy 2 get 2 free ( Kao sod ) • Buy 3 get 1 free ( Kom Chad Luk )

• Continuety patter n served for Thairath and flighting pattern was consider for other newspape r to support key activities .

Media Execution Radio

Green Wave FM 106.5 to be main station to promote “ MUJI SAVE THE EARTH “ by linkage with main concept of station .

To announce public about new store around Bangkok by rotate and alternate 2 period by FM 103. 0 Virgin soft and FM 94.0 EFM FM 104.5 FAT radio and FM 95.5 Virgin Hit

Flighting pattern are focused for support grand opening period and key activites Design contest and Fashion show out door acitvities

Media Execution Magazine

Focus woman / Men and teen magazine to coverage multi target “ Teen and adult “ target

Praew and Elle to be key woman magazine to promote Limited edition product on 2nd quarter campaign .

Support grand opening by create advertorial ad. In woman magazine to promote new shop , new product and new fashion with in woman and teen magazine

Consider GM and FHM to support only men fashion announce.

Continuety planning are focus for magazine .

Budget Allocation

• TV main medium focus on 68 % • Supporting medium are 32 % and split by • Newspaper 17 % • Radio 11 % •Magazine 4 %