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Copyright © 2012 Pearson Canada Inc. Part 4 Communicating the Message 7-1
Copyright © 2012 Pearson Canada Inc. CHAPTER 7 Media Planning Essentials 7-2
Copyright © 2012 Pearson Canada Inc. Learning Objectives Assess roles & responsibilities of both client and agency in media planning Become familiar with media planning terminology, concepts and metrics Describe the steps involved in the media selection process Identify factors affecting and methods of determining an advertising budget 7-3
Copyright © 2012 Pearson Canada Inc. Media Planning Process of developing a plan of action for communicating messages to the right people at the right time with the right frequency Efficiency in media planning - gaining maximum impact at minimum cost to the client. 7-5
Copyright © 2012 Pearson Canada Inc. Media Planning Process Client provides background information to agency in the form of a media brief containing: Market Profile – as a whole Product Media History – what’s been done in the past Competitor Media Usage Target Market Profile – for the brand Media Objectives Media Budget 7-7
Copyright © 2012 Pearson Canada Inc. The Media Plan Document that outlines all relevant details including: How a client’s budget will be spent Clearly defined objectives Well developed strategies Precise execution details 7-8
Copyright © 2012 Pearson Canada Inc. Media Objectives Clearly worded statements that outline what the media plan should accomplish. Who is the target market? What is the advertising message? Where are the market priorities? When is the best time to advertise? How many, often, long? 7-9
Copyright © 2012 Pearson Canada Inc. Media Strategies Addressing Target Market Shotgun; Profile Matching; Rifle Nature of Advertising Message Factual message => Print media Emotional message => TV and radio Promotional message => Combination Brand-name awareness => Out of home 7-10
Copyright © 2012 Pearson Canada Inc. Media Management terms Reach: how many? Frequency: how often? Impressions Gross rating points (GRPs) Continuity: what pattern; how long? Engagement Flexibility 7-11
Copyright © 2012 Pearson Canada Inc. Continuous Spending versus Flighting 7-12
Copyright © 2012 Pearson Canada Inc. Media Scheduling Options 7-15
Copyright © 2012 Pearson Canada Inc. Market Coverage National coverage Requires media coverage wherever product is available. Regional coverage Equitable allocation so that all regions benefit. Key-market plan Time and space are purchased in urban markets that have been identified as priorities Selective coverage plan Attempts to reach target market regardless of geographic location 7-13
Copyright © 2012 Pearson Canada Inc. Media Selection Television Radio Newspaper Magazines Out-of-Home Direct-Response Internet Television Radio Newspaper Magazines Out-of-Home Direct-Response Internet 1.Nature of the product 2.Description of the target market and the media they refer to most often 3.Budget is key influence 7-17
Copyright © 2012 Pearson Canada Inc. Media Selection Strategies Concentrated media strategy Select a primary medium that effectively reaches a target market. Assorted media strategy Reach the same target market in different ways / environments 7-18
Copyright © 2012 Pearson Canada Inc. Budget Influence on Media Strategies Media Mix: Primary & Secondary Media Selective Media Usage Small Budget Large Budget Reach Frequency Continuity Market Coverage Timing Competition Media Usage Type (Choice) of Media Limited strategy Flexible strategy 7-19
Copyright © 2012 Pearson Canada Inc. Competitive Influence Analyze competitors media use and expenditure patterns Decide whether to follow a similar pattern or recommend a different approach 7-20
Copyright © 2012 Pearson Canada Inc. Media Execution Fine tuning the strategy and translating it into specific action plans. Media Selection Process 7-21
Copyright © 2012 Pearson Canada Inc. Cost per Thousand (CPM) Cost incurred in delivering a message to one thousand individuals. The formula for calculating CPM is as follows: Unit Cost of Message CPM = Circulation (000) 7-22
Copyright © 2012 Pearson Canada Inc. Media Scheduling and Budgeting Media schedule is normally presented in a calendar format, often referred to as a blocking chart. Outlined in one or two pages: Media usage Market coverage Weight levels GRPs Reach Frequency Timing 7-23
Copyright © 2012 Pearson Canada Inc. Media Buying Once the media plan is approved, the media buyer negotiates the buy with media representatives to obtain the most effective and efficient buy within the guidelines of the plan. User-friendly software developed by BBM Bureau of Measurement, Nielsen Media Research, etc. lets media buyers makes reasoned and detailed decisions. 7-24
Copyright © 2012 Pearson Canada Inc. The Media Budget Factors affecting budget size: Size of Customer Base Degree of Competition Stage in the Product Life Cycle Product Characteristics Management Philosophy about Advertising 7-25
Copyright © 2012 Pearson Canada Inc. Budgeting Methods Percentage of Sales Fixed Sum per Unit Sold Industry Average (Competition Spending) Task (Objective) Method Share of Advertising / Share of Market 7-26
Media Planning Client provides relevant information to agency in the form of a media brief. Market Profile Brand Media Profile Competitor Media Usage Target.
Modern Media Planning Chapter 5. Modern Media Planning Setting Media Objectives Deciding Media Strategies Choosing the Media Mix Charting the Tactical.
Chapter fifteen Media Planning and Buying McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All.
18 Managing Mass Communications
© 2006 Pearson Education Canada Inc. 7.1 Canadian Advertising in Action Chapter 7 Media Planning Essentials.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Media Planning and Buying Part 3: Effective Advertising.
Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.
© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
chapter 15 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Media Planning and Buying.
Principles of Marketing
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter Fourteen Media Planning and Buying
Chapter 8 Media Planning and Buying Media: still big business Setting media objectives Developing media strategies Media selection procedures Media buying.
Advertising and Public Relations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fifteen Advertising and Public Relations.
Chapter 8 The Marketing Plan
Media Planning and Buying Chapter 15 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 14 Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand.
2007 Thomson South-Western Planning for and Analyzing Advertising Media Chapter Thirteen.
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