Media Planning Chapter 8

Measurable Objectives Leading up to Media Situation Analysis Measurable Objectives Budget Creative Strategy Media Strategy To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the campaign Traditional vs. Non Traditional media Efficiency

Media Planning Media Plan Specifies media in which advertising message will be placed to reach desired audience(s). Media Class A single form of communication (TV, radio). Media Vehicle Specific option within a class (Nat Geo mag). Media Mix Blend of different media to reach target audience.

Media Plan: How to? Objectives Target Market Geo Reach/Budget Reach & Frequency Consistency/Continuity Target Market Geo Reach/Budget Frequency Time Media  Vehicle Support

1. Objectives “To reach 60% of males aged 25-35 that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of the new model.” Address the psychographic and demographic target market and find the media that matches the market best given your budget Flow form your IBP objectives

Terminology Impressions GRPs How many people saw an ad Count exposures Percentage form X% of Y population saw the ad

2. Target Market Similarities between TM and media audience What does the Target Market watch, read, etc.? How much waste does the selected media have? Define Primary and Secondary Avoid unintended markets

Camel and Kids

3. Geo Demand varies; sales are seldom consistent everywhere What geographic markets will the promotion be in? What will the levels be per market? Media goals per area? Example: Baby Snowsuits

4. Level of Reach/Budget Unfortunately, budget will drive your plan Reach = # of people exposed to your ad How much reach can you achieve?

5. Frequency No true optimal frequency Can be one, can be five Rule of Thumb = 4 Varies with product and audience and individual Example: Samsung Galaxy Note 10.1 Tablet

6. Timing and Continuity Campaign time $ Spent Pulsing Flighting

6. Timing and Continuity Demand is not equal all the time Some products are seasonal Three options Continuous – stable levels throughout Flighting – on and off Pulsing – Highs and Lows

7. Choosing Media and Vehicles Different Media, different effects Careful consideration Media types Vehicles Consider objectives Consider the brand Consider the audience

Size and Length of ads Must determine the appropriate size (static) or length (broadcast) of the ad Research is inconclusive Choose size & length based on objectives Ex) awareness = short spot knowledge = long spot

MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY Media Vehicle Target Impressions Number of Ads Total Target Impressions David Letterman Show 500,000 4 2,000,000 The Colbert Report 1,000,000 3 3,000,000 Gross Impressions = 5 Million To get the sum of gross impressions, a media planner finds the audience figure for each vehicle used, multiplies that figure by the number of times the vehicle was used, and sums the vehicle figures. This table shows how the gross impressions would be calculated if an ad was run 4 times on the David Letterman Show and 3 times on The Colbert Report.

MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY AKA – cost per thousand (CPM) Unlike impressions, CPM is focused on cost Given cost constraints, media is selected that will expose the largest target audience for the lowest price

MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY CPM = Cost of media buy Total target audience X 1000

MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY Magazine example: An issue of Real Simple has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K. CPM = $15,000 2,000,000 X 1000 $7.50

MEDIA PLANNING: SOCIAL MEDIA New Paradigm B2C & C2C Less Expensive Buzz or Viral Brand Engagement Note: Measured media is on the decline Note: IBP is not “media” placement but is coordinated with media placements

Emerging Trends Advergaming ProductPlacement Branded Content SEM/SEO The Power of Cable Digital Magazines

Example: Axe Body Spray Brand Planning Target: “Contemporary, cool young men looking for an edge in the dating game” Media Planning Target: Profile of “Contemporary, cool young men” based on usage of contemporary, cool products Media Measurement Target: Simple demographic like “men aged 18-24

Monday’s Premiere Ratings

Example: Media Flowchart

SocialTV Ratings