Presentation on theme: "Media Objectives, Strategies and Planning"— Presentation transcript:
1Media Objectives, Strategies and Planning Major Factorsin Creating and Buildinga Media Plan
2Selecting and Buying media vehicles. Media QuestionsTwo basic processes:Planning media strategy, including the specific types of consumers/audiences the messages will be directed to.Selecting and Buying media vehicles.Media planning is both an art and a science. An essential part of the advertising business.
3Where should we advertise? Which media vehicles? When during the year? Media QuestionsWhere should we advertise?Which media vehicles?When during the year?Should we concentrate our advertising?How often should it run?What opportunities are there to integrate our media planning with other Promotion or Communication tools?
4Media Objectives, Strategies and Planning Planners direct the messages to the right people at the right time in the right environments.TV: Networks, syndication, local, cable, satellite.National, Regional and Local issuesNon traditional: In flights, parking meters, blimps, shopping carts, milk cartons, litter cans, taxis, sponsorships.
5Media Objectives, Strategies and Planning Increasing media choices and optionsAudience fragmentationCosts and rate hikesMultimedia, and interactiveDiverse audiencesAnd more
6Commonly Available Media Vehicles 1966 vs. 2006 Broadcast TV, Cable TV, Pay TV, VODSatellite TV and RadioMovies/Cinema Adv.AM/FM radioTelephone and Mobile phonePostal MailNewspapers, Magazines (17K titles)CD, cassette, MP3, VCR, DVD, PVRInternet and web, including , web browsing, PC gaming, Music downloading, P2PPDA’s, Pagers, Console and Game DevicesBroadcast TVCable TV (Limited)Movies/Cinema Adv.AM/FM radioReel to Reel tapeTelephonePostal MailNewspapersMagazines (9K)Books1966: 24 hours a day2006: 24 hours a day
7Media Objectives, Strategies and Planning Major Factors:1. Target Market. Whom are you going to sell to?Demographic, geographic and psychographics characteristics2. Where is product or service distributed?Local, regional, national or selected marketsRemember BDI and CDI’s
8Media Objectives, Strategies and Planning 3. What is Budget?Percentage of salesShare of market and Share of VoiceObjective and TaskUnit of Sales and Case RateCompetitionTest MarketExperimentalComputer modelingAffordable and Available Funds
9Media Objectives, Strategies and Planning 4. What is Competition Doing?BudgetsWhich Media?Which Schedules?And more
10Media Objectives, Strategies and Planning 5. Nature of Message?Electronic/BroadcastPrintColor/B&WDemonstrationSimple Statements
11Media Objectives, Strategies and Planning Reachvs.FrequencyContinuity(Continuous Schedule)
13Media Objectives, Strategies and Planning Reach (Cume)The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. During the course of the schedule illustrated, seven different households were exposed to the spot at least once. Since each home represents 10 % of the universe, this makes the reach or cume 70%.
14Media Objectives, Strategies and Planning FrequencyAverage number of times a household or a person viewed a given television program, station or commercial during a specific time period.
15Media Objectives, Strategies and Planning Continuity/Continuous ScheduleAdvertising runs steadily and varies little. Compare with:Flighting and Pulsing with scheduling
16Media Objectives, Strategies and Planning Rating (RTG or %):The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.
17Media Objectives, Strategies and Planning RATING = households tuned in to a given program all households with televisionSHARE = households tuned in to a given program all households tuned in to TV at that time (HUT) (more simply: share measures the percentage of all TV sets in use watching a particular program) Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore: 400,000 1,000,000 = .40, or a rating of 40 At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is Share = 400,000 800,000 = .50, or a rating of 50 If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.
18Media Objectives, Strategies and Planning 7. Media MixCombination of different media, and size of adsWhich Media?Which Schedules?And more
19Media Objectives, Strategies and Planning 8. Seasonality and Length of Schedule?Hot tea vs. Cold tea?Snow blowers, toothpaste, coffee.Morning Drive and Evening DriveFlightingPulsing
20Media Objectives, Strategies and Planning 9. Tie-ins with Merchandisingand Sales Force?Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets.Which Media?EventsSuper BowlAcademy AwardsSportsWhich Schedules?And more
21Media Objectives, Strategies and Planning Where?56.9% of media exposure took place in the home, but 21.1% took place at work, 8.3% in the car and 13.7% in other locations.
22Media Objectives, Strategies and Planning 10. Flexibility 4P’sand7P’sCompetitionMixTargetsMessagesTimingMessagesContinuityReachFrequencyPromotionBudgetsClosing DatesSpecialsCommitments