unt media class media planning march 27, 2008

Asher Media, Inc.

The Difference is Strategic Vision

UNT Media ClassMedia Planning

March 27, 2008

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Purpose

● How written media presentations are developed

- Outline the structure of the traditional media plan

- Propose questions to assist in brainstorming for the plan

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Agenda• Purpose

• Agenda

• Background

– Media planning overview

– Anatomy of a Media Plan

– Situational Analysis

– Steps in Plan Development

– Getting ready to develop a media plan

• Media Objectives

• Media Strategies/Rationale

• Media Tactics

• Summary

• Appendix

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Media Planning Overview

• Media planning flows out of marketing and communication problems that require solutions

• A good media person is first a good marketing person- with an expertise in media

ACTION• Ask questions…lots of questions.

– Who, Where, What, Why, When, How

• Designed to make you knowledgeable about client’s products and problems.

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• When all questions have been answered and decisions made, recommendations and rationale are organized into a written document, or a “media plan”

• The plan becomes a blueprint for selection and execution

• Plan also acts as a guide for the actual purchase of the media

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• Media planning is more than finding answers to a list of questions about media

• Media planning is a process or a series of decisions that provide the best possible answers to a set of problems

• Media planning is an art; not a science

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No One Right Media Plan

• There is no one right media plan, it depends on- Company philosophy

- Competition- Size of advertising budget- Relationship of advertising, sales promotion and

personal selling effort- Marketing and communication tasks to be accomplished

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Anatomy of Media Plan

• Purpose• Agenda (Table of Contents)• Background/Situation Analysis• Recommendation

– Objectives– Strategies– Tactics– Rationale

• Flowchart• Budget Recap• Next Steps • Appendix

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Media Plan

Situation Analysis– History– Market trends– Marketing considerations– Target audience

Media Strategies– Target audience– Timing and scheduling– Geography– Media mix– Reach and frequency– Sales promotion (if needed)– Budget breakdown

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Situational Analysis

• Marketing Facts– Competition– Creative/Brand history– Target audience – Geography– Timing and purchase cycle– Media mix – facts about target’s use of the media


Steps in Plan Development

1. Understand the Marketing Plan

- Information provided by Account Service or Client

- Defines the Marketing Goals

2. Develop Media Objectives

- Based on input received in the Marketing Plan

3. Determine Media Strategies

- Based upon Media Objectives

4. Determine Media Tactics

- Based on strategy

- Serve as a basis for implementation 5. Implementation

- Based on Media Tactics

6. Stewardship

- Post Buy analysis

- Did the buy deliver as projected?

- Did the plan achieve its objectives?


Getting Ready

The Marketing Plan- Plans activities which will address one or more of the marketing opportunities

“There is no such thing as a marketing problem, only an opportunity” *

- Should include specific goals to serve as a basis for the Media Objective (s)

● Example: Increase share by 2% by converting users of Brand X- Also includes:

● Marketing Objectives● Spending Strategy● Distribution Strategy● Which elements of the marketing mix are to be used● Identification of the best marketing segments

*Dr. Tom Ingram, University of Texas at Arlington


Getting Ready

Interpreting the Marketing Plan- Recognize various Marketing information needs

● Market size and share of all major players

● Distribution practices● Sales history, forecasts, costs, and profits● Methods of selling● Identification of specific prospect markets● The product- brand character, purchase and usage

habits

Take the time and effort needed to think about how you are going to develop the plan before getting

started.


Media Objectives- Translates the marketing plan into goals that media

can accomplish• Should be one or 2 sentences

- Should be specific● Example: Delivery against the secondary target should be at least 80% of the delivery (%) of the primary target

- Can include the following● Target Audience● Timing (seasonality)● Creative Considerations● Geography● Communication Goals (Reach and Frequency)● Budget

– Example: Enjoy an evening out with friends

Who? What? Where? When? How? How Many?


Target Audience analysis

• Define the target audience by MRI, Simmons, Scarborough or Media Audit analysis

– DemographicsAge, Gender, Education, Income, etc.

– Psychographics (Simmons or VALS)Attitudes, beliefs and opinions

– Geographic (if necessary)

– Product usage or usage levelsSales-oriented segmentation

(i.e.) Airline target 25 trips per more


MRI Target Audience


Example Target Audience

• Target customers who frequent bars/restaurant and/or play pool/billiards once a week– Demographics

• Primarily Men (67%)• Age 21-39

– Secondary Age 21-49• High School graduate plus (37%)• Primarily never been married (47%)• Employed (63%) with IEI $15,000+


Psychographics

• Psychological characteristic of consumers– Differentiate among prospects with the same demographic

characteristics

• Psychographic measures– MRI has Lifestyle research (VALS)

• Values and Lifestyles Study

– Simmons


VALS – Values & Lifestyle Study


Media Plan Development-Who

• Who we are trying to reach- Customer profile

● Sex● Age● Income● Family Size● Occupation● Education● Marital Status

- Influenced by● Product User● Actual Purchaser● Frequency of Purchase● Amount of Purchase


Media Plan Development-Where

● Where we want to advertise- Nationally- Regionally- Metro/Urban-Suburban- County Size

● Influenced by- Market Volume- Share of Market- Distribution- Business Development- Competitive Activity- Need for Timing of Advertising- Creative Support


Media Plan Development-What

● What we want to advertise

- Product/Brand

- Price Points- Promotion

● Sweepstakes

● Premium Items

● Influenced by

- Product volume

- Competitive pressure- Sales pressure- Pre-determined factor from marketing objectives


Media Plan Development-Why

● Why we want to advertise

- Increase sales

- New product introduction- Account support- Promotion tie-in Partnership- Awareness

● Influenced by

- Inventory

- New account demands- New product introduction- Sluggish sales


Media Plan Development-When

● When we want to advertise- Weekly/Monthly/Annually- Weekends/Weekdays- Holidays- Mornings/Midday/Evening

● Influenced by- Seasonality- Promotional windows- Product consumption- Holiday push- Length of offers


Media Plan Development-How

● How we want to advertise- Media Choices (see appendix for media strengths/weakness)

● Television● Radio● Newspaper● Outdoor● Magazine● Programming● Editorial Environment

- Influenced by● Creative● Marketing● Timing● Product (visual)● Budget


Media Plan Development

• Strategy: Ways to achieve the objective(s)- Media strategies develop out of the objectives and are

a series of actions selected from several possible alternatives to best achieve the media objectives

● Cover such decisions as which kinds of media

should be used● Whether national or local advertising should

be used● How many ads should be scheduled

• 1-2 sentence overviews of each media type

Example: Invite friends to meet at Chili’s Friday night


Quintile Analysis

• Cluster of population into groups of fifths

• Population is ranked from high to low on particular characteristics

• Tile groups analyzed based on media usage


Example – M21-39; Bar/Restaurant or Play Pool

Television viewing quintilesTelevision viewing quintiles

Total Total adultsadults

% % adultsadults

% % M21-39M21-39

BarBarGoersGoers

20 %20 %

2020 % %

2020 % %

20 %20 %

2020 % %

100 %100 %

3535 % %

25 %25 %

18 %18 %

12 %12 %

1010 % %

100100 % %

Q1Q1

Q2Q2

Q3Q3

Q4Q4

Q5Q5

IndexIndex


Interpretation of Quintile

• 35% of bar consumers in the heaviest group (Index: [35/20] x 100 = 175)

• Indicates TV is good to reach bar/restaurant goers• Quintile 1 is always the heaviest usage group• Quintile 2 is next heaviest • Quintile 5 is the lightest usage group

• Look for high index numbers in the first two quintiles


VALS plus Media Quintile

VALS: M21-39 who go to bars or play pool once a week & who follows trends/ fashions or likes to be in charge of a group or

likes to lead others

020406080100120140160

Magazine Newspaper Radio TV Internet Outdoor

Ind

ex

Heavy Heavy-to-Medium Medium Medium-to-Light Light


Rationale

• What kinds of vehicles Match this target? Why?• Justify with Index numbers, Percentages from MRI

and/or Simmons– Magazines- which titles?– Radio-which formats– TV- which programs types; which specific programs– Cable- which specific channels– Newspapers – National- which ones? Local- Why?– Internet, OOH, Direct Mail – get secondary sources


Media Research rationale

Source: MRI, Doublebase, 2006



• Tactics: Fine-tuning actions to be taken

- After strategy is determined, the implementation

of the media plan begins

● These subsequent decisions are referred to as tactics

- Selection of vehicles in which to place ads

- The number of ads to be placed in each vehicle - The size of each ad - Specific positioning

Example: Make reservation; Meet at 8:30 at Chili’s; Check for specials


Objective•M21-39•Market (s)•June Launch•Reach 50% 5+times•Budget

Strategy

Television, Radio, Internet, Out-of-Home

Tactics/Rationale

Relevant programming, Prime, Sports Adj., Cable TV, All Day radios, Banners, email blasts, non traditional OOH Negotiate & Implement

Who, Where, When, How Much

What

How




• Make specific media recommendations

- The specific plan should show

● Media to be used

● Length/Size of commercial units● Amount of each medium● Costs● Specific scheduling of the media (flowchart)● Budget recap● Next steps

Appendix


Advantages/Disadvantages-Network Television

Advantages● National coverage (Regions Available)● Visual-Audio demonstration● In-Program positions● More efficient than spot TV (more

impressions per advertising dollar), depending on geographic comparisons/objectives

● High attention levels● Easily implemented● Both selective and mass markets may

be reached- Sports: primarily male- Saturday mornings: children- Special event, comedies, etc:

many age groups- Day: woman

Disadvantages● High total cost● Short life messages● Early commitments required● Clutter● Not flexible


Advantages/Disadvantages-Spot Television

Advantages● Visual-Audio demonstration● High Reach/Impact● Efficient (but not as efficient as network TV)● Easily implemented locally● Heavy-up availability● Spending can be related to sales potential● Flexible in terms of varying weight levels

- Timing/Programming

● Scheduling/Program alternatives- End of week (heavier shopping

day)

Disadvantages● High total cost● Short life messages● Commercial placement adjacent to programs


Advantages/Disadvantages-Cable Television

Advantages● Visual-audio demonstration

● Efficient (Network Cable)● Lower out-of-pocket cost● Greater demographic selectivity● Geographic flexibility (spot cable)● High frequency

Disadvantages● Local cable is not measured

- High cost per prospect

● Low reach (65% penetration)


Advantages/Disadvantages-Television Dayparts

Advantages● Daytime TV

- Efficient delivery of women- Coverage of the full-time, large family

household- Frequency of message weight- Relatively high concentration of female viewers,

indicating interest in programming specifically for women

● Fringe TV- Provides coverage of working women- Delivers the prime prospect when she is paying

greater attention (particularly late fringe)- Frequency of message weight

● Primetime TV- Provides broad awareness/reach quickly- Provides an attentive audience- Coverage of working women- Provides desirable program environment- All-family audiences

Disadvantages● Daytime TV

- Relatively low potential reach when used alone

● Fringe TV- Expensive

● Primetime TV- Expensive- High Clutter


Advantages/Disadvantages-Radio

Advantages● High frequency● Efficient● Demographic selectivity● Local personalities for commercials/implied

endorsements● Good support medium● Excellent for mobile populations

due to car radios● Low out-of-pocket cost● Good for price offers● Immediate availability● Promotional

Disadvantages● Not visible● Limited reach potential/many stations in market● Fleeting messages● Cluttered medium● Background medium


Advantages/Disadvantages-Consumer Magazines

Advantages● National coverage● Demographic selectivity

- Diversity of editorial formats● Geographical flexibility available● Visual presentation● Superior reproduction (4-color)● Prestigious/Authoritativeness● Longer life● Higher readership/Issue (pass-along audience)● Coupon vehicle (pop-ups/on page)● Can offer compatible editorial environment● Merchandisable● Controlled circulation may pinpoint a Audience

- Profession/Occupation

Disadvantage● Longer lead time (generally 1-3 months)● Lack of immediacy● Slow build of audience● Regional positions (usually back of book)


Advantages/Disadvantages-Outdoor

Advantages● Broad reach/impact● Visual presentation of product to consumer● Good support/reminder medium● Localized advertising through the use of

snipes● High frequency● Geographic flexibility● High summertime visibility● Around the clock exposure (lighted panels on main thoroughfares)● Good for simple copy/product identification● Point of retail medium● Immediate● Strategic board locations

- Ethnic coverage- College students

● Merchandising services● Often longer exposure than contract period

Disadvantages● Limited to simple message● Recall questionable● A relatively high cost medium● Production costs are high● Competes for attention with other things such as traffic, scenery, etc…● Zoning restrictions● No target ability


Advantages/Disadvantages-Newspaper

Advantages● Immediate/Timely● Coupon vehicle● Visual presentation of product● Local impact● Environment (Travel section)● Longer copy platform● Opportunity for retail tie-ins● Color availability● Easily implemented locally● Merchandisable● Offers scheduling alternative

- Best Food Day

● Short lead time● Price/message medium● Reach

Disadvantages● Reproduction limitations, particularly color● Short life● Cost of buying national coverage is high● Small pass-along● National rates are higher than retail rates● Standardization of newspaper formats● Limited target ability● Difficulty in controlling position


Advantages/Disadvantages-Sunday Supplement

Advantages● Local market impact with a magazine format● High readership● Visual presentation of product● Coupon vehicle● Environment● Color availability● Longer copy platform● Reach

Disadvantages● Longer lead time (generally 6

weeks)● Difficult/Expensive to implement locally● Higher CPM● Small pass-along


Advantages/Disadvantages-Transit

Advantages● Mass coverage of large metropolitan areas● High frequency medium● Relatively efficient● Point of purchase medium● Strong ethnic and income segmentation● Merchandising support

Disadvantages● Message space is limited● Competes for attention with other things such as traffic, scenery, etc…● Recall questionable


Advantages/Disadvantages-Direct Mail

Advantages● A very select medium● Response to advertising is easy to check● A personal medium● Geographic and production flexibility● Savings possible when direct mail is inserted with bills (retail)

Disadvantages● Can be very expensive● Accuracy and completeness of mailing list● Delivery date may vary from person to person

unt media class media planning march 27, 2008

Documents

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accomplishedasher media

planasher media

scienceasher media

media planning overviewwhen

media planthe plan

traditional media plan

right media planthere