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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-1 Media Planning Client provides relevant information to.

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Presentation on theme: "Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-1 Media Planning Client provides relevant information to."— Presentation transcript:

1 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-1 Media Planning Client provides relevant information to agency in the form of a media brief. 1.Market Profile 2.Brand Media Profile 3.Competitor Media Usage 4.Target Market Profile 5.Media Objectives 6.Budget

2 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-2 Media Planning Process Marketing Plan Advertising Plan Creative Plan Media Objectives Media Strategies Media Execution

3 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-3 Media Objectives Who Whois the target market? What Whatis the message? Where Whereare the priority markets? When When is the best time to advertise? How Howmany, often, long?

4 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-4 Media Strategies Numerous factors are considered for achieving objectives: Target Market Nature of Message Reach, Frequency, and Continuity Market Coverage

5 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-5 Media Strategies Numerous factors are considered: Timing of delivery Competitor media usage Media alternatives Budget

6 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-6 Target Market Media Strategies Shotgun Profile Match Rifle

7 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-7 Balancing Strategic Variables ReachHow many? FrequencyHow often? ContinuityHow long? How flexible is the plan? Can it be altered?

8 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-8 Reach The total unduplicated audience exposed to a message one or more times in a period (week). Reach can be expressed as individuals or households

9 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-9 Reach Formula Reach = # households tuned in # households in area = 50, ,000 = 20%

10 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Frequency The average number of times an audience is exposed to a message over a period of time (week).

11 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Frequency Formula Frequency = Total Exposures Reach = 250,000 50,000 = 5.0

12 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc The length of time required to generate impact on a target audience. Continuity

13 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Gross Rating Points GRPs refer to the weight of a media schedule against a pre-determined target audience. GRP = Reach (%) x Frequency = 50 x 3.5 = 175

14 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Impressions Impressions, or total exposures, are the total number of commercial occasions multiplied by the total target audience potentially exposed to each occasion.

15 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Impressions Formula Impressions = Reach x Frequency = x 4 = (Reach = the number of individuals or households)

16 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Media Coverage National Regional Key Market Selective Identifying the number of markets where advertising will occur.

17 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Advertising Flights J F M A M J J A S O N D Continuous Spending Weight (GRPs) J F M A M J J A S O N D Weight (GRPs) Flighting: Various weight levels 8.10

18 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Scheduling Options Even Skip Pulse Seasonal Blitz Build-up

19 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Media Alternatives Television Radio Newspaper Magazines Out-of-Home Direct Response Internet Television Radio Newspaper Magazines Out-of-Home Direct Response Internet 1.Assess pros and cons of each 2.Identify primary and secondary media 3.Budget is key influence

20 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Budget Influence on Media Strategy Reach Frequency Continuity Coverage Timing Media Type Media Mix Primary and Secondary Media Selective Media Usage Small Budget Large Budget

21 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Media Selection Process NewspaperTelevisionOutdoor RadioMagazine Transit General Mens or Specific Interest Womens Interest Time, Macleans Chatelaine, Can.Business Type Class Specific Medium

22 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Media Execution 1.Media Scheduling and Budgeting (Blocking Chart) 2.Media Buying (Negotiation)

23 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Agency Role in Media Planning A media director oversees staff responsible for developing the plan and selecting, scheduling, and buying time and space. Computers play a key role in media planning. Pre-buy Analysis Pre-buy Analysis Estimated audience deliveries in a schedule Post-buy Analysis Post-buy Analysis Actual audience deliveries

24 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Factors Influencing Budgets 1.Customer Characteristics 2.Degree of Competition 3.Product Life Cycle 4.Management Attitude

25 Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Budgeting Methods 1. Percentage of Sales 2. Fixed Sum per Unit Sold 3. Industry Average 4. Task 5. Share of Advertising / Share of Market


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