GOAL FOR TODAY: LIGHT CONDITIONING

media planning = the means of delivering advertisements to prospective purchasers of a brand, product or service to the right consumer, at the right time, in the right place, at the

right price

communications planning = providing the strategic rigor to integrate the work between creative and media; the comms planner is focused on the “where,” “how” and “when” of the idea

FREQUENCY

How many people?

REACH

SEASONALITY &

CONTINUITY

GEOGRAPHY CREATIVE SIZE

TARGET AUDIENCE

How many times? When and over how long?

In how many markets? How many groups? Long or short?Large or small?

1, 2, 3, 4, 5, 6, 7

IT’S ALL ABOUT BALANCING DIFFERENT INPUTS

MORE REACH> New news> Generate new purchasers> Increase awareness> Announcement of a promotion> High competitive activity > Bigger budget> New product launch

LESS REACH> Sustain loyal users> Smaller budget> Little competitive activity > Low household penetration

MORE FREQUENCY> Multiple selling points> Low interest category> Less well-known brand> Low brand loyalty> Short purchase cycle> Cluttered environment> Complicated message

LESS FREQUENCY> Established brands> Strong market share> Dominant brand> Breakthrough creative> No competitive advertising> Long purchase cycle> Simple message

WHAT TO THINK ABOUT WHEN YOU’RE THINKING ABOUT MEDIA PLANNING

STRENGTHS WEAKNESSES• Broad reach• Immediacy• Impact: sight, sound, motion• Efficient awareness driver

• Limited capabilities to target narrow segments

• High out of pocket• Cluttered environment• Decreasing ratings and increasing

costs

TELEVISION

STRENGTHS WEAKNESSES• Can provide both targetability and broad

reach• Involved audience• Able to express detailed messaging

• Slower reach build• Longer lead times• Less intrusive than TV• Cluttered environment

MAGAZINES

STRENGTHS• Geographic flexibility• Immediacy• Broad local or national

coverage

WEAKNESSES• Decreasing circulation and

readership, particularly for younger demos

• Cluttered environment• Inefficient

NEWSPAPER

STRENGTHSWEAKNESSES

• Cost efficient• Targetability through formats• Immediacy• Good at building frequency

• No visuals• Terrestrial Listenership on the decline

RADIO

• Demographic targetability or mass local coverage• Geographic flexibility• Efficient on a local level

STRENGTHSWEAKNESSES

• Audience selectivity• Limited exposure time• Longer commitment• Creative limitations• High out of pocket if used nationally

OUT OF HOME

DIGITAL

• Superior targetability• Interactive medium• Can be used to build relationships• Campaigns can be modified weekly or daily• Information intensive- many creative options

• Can be difficult to prove ROI• Mass reach and awareness hard to build

• Not as efficient for branding campaigns

• Can be difficult to figure out what metrics are important

STRENGTHS WEAKNESSES

SEARCH

STRENGTHS• Reach those actively seeking information• Greatest targetability• Interactive medium• Campaigns can be modified weekly or

daily

WEAKNESSES• Cannot be used as a primary reach and

awareness medium• Best used to supplement other media

GRPS AND IMPRESSIONS ARE NOT REACH GRPs are a measure of exposure: the sum total of ratings delivered by a media schedule

GRPs are a percent of audience reached ignoring duplication

> GRPs / Impressions are not “people,” they are “numbers of exposures.” In the picture on the left, impressions are the STARS, not the individuals behind them

> Keep in mind that an individual can have multiple exposures in a given campaign. We call this “duplication”

> Impressions are the sum total of exposures, without regard to duplication

> Traditional media uses GRPs as currency> Digital media most often uses Impressions though

this beginning to change