Presentation on theme: "AD 3102 Advertising Planning"— Presentation transcript:
1 AD 3102 Advertising Planning Planning STEPAD 3102 Advertising Planning
2 Print Planning Terminology related CPM ( Cost per Thousand ) (cost per page x 1,000 ) / Readership or Circulationlow CPM = best performance .NewspaperCPMthairath250Daily News450Bangkok Post2,345No.1No.2expensive
3 Print planning Quantitative selection depend on CPM analysis and budgetIf limited budget , select only top 1 or top 1 & 2 onlyIf appropriate budget , can select more than 1 or 2 ranking , can plus Qualitative selection to be criteria for planning .NewspaperCPMthairath250Daily News450Bangkok Post2,345Limited budget select only Thairath or Thairath + DailynewsMore budget could consider Qualitative judgment : Bangkok post ( rational : focus on top management )
4 Print Planning Qualitative Selection consider base on content match with newspaper and magazinefocus on businessman --- select business newspaperfocus on product such as beauty product --- select fashion magazineFocus on product such as cooking product ---> select cooking magazineConsider base on benefit , ROIadded value return ---- > buy 3 get 1 free
5 Print planning Tips Newspaper Rotate size for cost effectiveness Start with big size for launching , reduce to smaller size on maintaining.align with all media pattern : Continue / flighting and burstingSome title run continue , some title just run on lunching , when merge together will be pulsing patternConsider on added value to be extra considerationnot only base on best CPM , if plus with special added value will be plus great planselect Thairath + Daily news and consider Kao Soa cause offer buy 2 get 1 free.
6 Print planning Tips Magazine Consider the best CPM in related type of magazine …. 1st priorityadditional consider for qualitative selectiveExampleProduct to be seasoning SauceThe best CPM to be woman magazine : Praew , Lisa …..Qualitative selection should be cooking magazine but these magazine have high CPM such as Krua , Mae ban ,
7 Print PlanningTipsafter select title of magazine , consider number of magazine in planhigh budget …. Select more title … 4-6 title in each campaign … ( 3 from CPM , 3 form QualitativeLow budget …. Option 1 select only CPM base or Option 2 select just only 1-3 magazine ( 2 from CPM and 1 for Qualitative )if select 2 magazine from CPM , may be alternate publish1st magazine run
8 TV Planning Terminology related GRP’s : number of viewers Reach 1+ ( Net Reach ) : percentage of new viewers ( unduplicated number)Reach 3+ ( ER/EF) : percentage of viewers who viewed 3 times upCPRP : cost per achieved 1 percentage of viewerFrequency : No.of Opportunity to see (OTS) , this is average number
9 TV Planning Competitive data is 1st data to consideration AIS TRUE Incase need to sustaining R1+ lower than 50 % in each 4 week , should consider other medium to maintain more performanceTV PlanningCompetitive data is 1st data to considerationAISTRUEDTACLaunchingGRP’s12008001000R1+858083R3+655063Sustaining60045050070675545Tips : launching R3+ should not lower than 50 %TipsSustaining R1+ should not lower than 50 %
10 TV PlanningMarketing Objective will be guideline for setting our goal/achievement.marketing objectiveGenerate brand awareness 80% within 6 months ,increase frequency of visit from 2 times per month to be 4 time per monthsMedia ObjectiveAchieved total media coverage 85% Reach 1+ for launching campaign to generate brand awareness 80 % within 6 monthsmaintain with Reach 3 + at least 50 % in every month of sustaining period
11 Why we should to set media performance is higher than awareness goal ? Question ?Why we should to set media performance is higher than awareness goal ?TV PlanningMedia performance should set higher than awareness goalawareness didn’t effect from only media channel , there are other factor to effect consumer until couldn’t generate as goal such as daily habit , emergency case , environment , that’s are uncontrolled factor … or message of Ad are so complicate than realize within shorter period , so need to set media coverage over than awarenessif set the same , result of awareness may be less than expectation
12 Question ?If marketing goal need to increase frequency of visit , how should we do ?TV Planningfrequency of visit related to Effective Reach & Frequency ( ER/EF )When do want to focus frequency mean – you want to repeat message and want prospect target remember or action on your request .the minimum R3+ should not lower than 50 % , mean if total population have 100 , and more than 50 % of population couldn’t reach or ignore your message , mean that this campaign have some problem .Reach is reflect to awarenessif you need increase action , need to increase ER/EF level
13 TV planningMedia pattern , can use all patterns : continue / bursting / flightingfactor for effect pattern to bebudget you haveCampaign activitiesCompetitive TV performance and marketing goalTV budget should allocate approx % of total budget , except client have objective to use non – TV ratio more, example ratio 50 : 50, or 60 :40 etc.
14 TV Planningafter complete to set reach goal performance , keep details as referenceLaunch levelGRP’sReachReachSustaining levelGRP’sReachReachBase on 4 weeks*** Reach performance should consider via your pattern buying and experience buying
15 TV planningif we set launching and sustain , need to keep this level for the whole plan , but if limited budget , can’t reduce weight with same period , need to reduce weight and reduce period as same , exampleTVCPRPJanFebMarApril#Total B’0004 wk2wk30 sec GRP’s20,00060015 sec GRP’s10,000450225TOTAL GRP’s12002,475B’00018,0006,00045002,25030,750R1+90757060R3+555040Frequency13.338.06.43.75
16 Radio Planning Terminology related CPM base on listeningship (cost per month x 1000) / radio listeningship by stationhow to calculate cost per monthcost per spot x no. of spot per day x no. of day2400 x 6 x 30 = 432,000 B > 432,000 x 1000 / 567,000 = 762 <---- CPM
17 Radio planning How to starting radio plan First : study listeningship , consider the best stationSecond : consider target group , and Identify each station match for each target ;FM green wave target is adult working officer (CPM 350 )FM 91.5 cool FM target is teenager and young adult ( CPM 450)Third : standard spot per day : approx. 6-8 spot per dayif focus on specific time , could reduce spot per day to 2-4 , possibleif need to quick response or urgent action , could increase spot to b spot /day , but need to run on short period .Try to select each station cover all target
18 Radio planningno of day should consider make sense : 15 day or 30 day will be standard period .however we can run 10 day but should be connect in other part such asjan , Feb could doJan 1-7 , > depend on radio slot available ? Sometime couldn’tContinuously period will be gain better performance than run in short period .
19 Radio planning Radio Cost per spot No.spot /day Jan Feb Mar Apr Pattern : run bursting in each station , combine on could be continue or bursting … perfect !Radio planningRadioCost per spotNo.spot /dayJanFebMarAprFM 106.5340083015FM 105.54500FM 94.032006FM 95.54000AdultAdultTeenTeenHow to calculate cost per monthJan = FM ( 3400 x 8 x 30 ) + FM 95.5 ( 4000 x 6 x 30 )
20 Cinema planning Terminology related CPM --- Viewership > base on ticket recordBig barrier of cinemamedia consumption focus on teenager and young adultlow number of frequency ( visit )Ad Position is neededBest for CinemaEmotional effectbig sceen
21 Cinema planning How to calculate media cost cost per week x no. of cinema house x no.of week5600 x 10 x 4 = 224,000 Bcan buy minimum only 1 week , but if you buy 1 week should be connect with other week such asJan : buy 4th week , Feb buy 1st week --- that’s OKJan : buy 2nd week , Feb buy 3rd week -- can do but not effective
22 Cinema planning Holiday period Cinema Cost per week No. of cinema HouseJanFebMarApr.Major56002042SF5300EGV500010Total wk68
24 Target Audience Male & Female Age 15 -29 are priority target prospect Over 29 years old are secondary targetMiddle / Upper Income groupLive in BKK and key provinces – Chiengmai / Hat yai / Phuket and UdontaneePhychohgraphic :aware in topic “ global warming “No concern about brandingEasy Easy conceptLove in nature ,
25 Media ObjectiveGain 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 mindConsider “ Mix Media “ to stimulate multi target prospect interest and run throughout the year.This section , planner should translate from marketing objective and focus on detail of media that should be achieved
26 Media StrategiesConsider TV is the main medium to gain highest media coverage 90 % in reach 1+Utilize media base on activitiesNewspaper and magazine for promoting productRadio for stimulate and inform branding newsTV for expand corporate concept .After complete to set objective , this section is the method or media that can help to achieve objective
27 This page is focus on TV , detail that need to present Launching level and sustaining level that including 1+ reach and 3+ reachMedia patternPeriod of advertisingMedia ExecutionTVLaunch level with 90 % reach 1+ and 56 % reach 3+ to complete key competitor.Sara ever launch with 86 % reach 1+ in Y2008Maintain level with 60 % reach 1+ throughout campaignFlighting pattern was preferred , key period are 1st quarter of launching campaign and 3rd -4th quarter for support grand opening shop around Thailand .
28 This page is focus on TV , detail that need to present Key program that want to focus such as focus on sport program , news or Thai dramaEverything that you imaging / planning that will help your TV plan to be outstanding and effectivenessMedia ExecutionTVFocus 60 % on Primetime ( ) , 20% for late night program , 10 % for morning program and 10 % for daytime programDrama , variety and sport program to be main program to consider70 % on weekday and 30 % on weekend programConsider to tie-in program in vairety programJor Jai in Ch 5Ratee Samosorn
29 Media pattern is very important , couldn’t forget Detail of print , such as how to select newspaper , what types of newspaper , what’s section do you want to focusMedia pattern is very important , couldn’t forgetMedia ExecutionNewspaperSelect popular daily newspaper to coverage main conceptThairath 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 conceptBangkok Post and the nation for Upper adult targetKrungthep Turakij for Middle / Upper working adult
30 Key benefit that make your plan different from your friend Media ExecutionNewspaperNot only Bangkok coverage , expand to Urban area withKom chad luke and kao sod special packageBuy 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 .
31 What’s station as you select Media patternWhat ‘s timing or no. of spot per day per stationMedia ExecutionRadioGreen Wave FM 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 byFM Virgin soft and FM 94.0 EFMFM FAT radio and FM 95.5 Virgin HitFlighting pattern are focused for support grand opening period and key activitesDesign contest and Fashion show out door acitvities
32 Media Execution Magazine What’s type of magazine as focus Name of selection magazineMedia patternWhat’s sectionMedia ExecutionMagazineFocus woman / Men and teen magazine to coverage multi target “ Teen and adult “ targetPraew 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 magazineConsider GM and FHM to support only men fashion announce.Continuety planning are focus for magazine .
33 Cinema Execution Cinema consider 20 cinema house per each 3 Cinema brands ( Major / SF and EGV )focus on only first month of launching campaign .main location to be cinema house in shopping complex such as Paragon , CTW , SECON square , Future Park , Fashion Island etc.Focus on big size of Cinema house to cover new movie in each week.
34 Budget Allocation TV main medium focus on 68 % Supporting medium are 32 % and split byNewspaper 17 %Radio 11 %Magazine 4 %This page represent % budget split that need to match what’s media to be main medium and support media
35 And should highlight period of activities Media flowchart that key detail should have both budget on vertical and HorizontalAnd should highlight period of activitiesRepresent period of advertising by