1. Media 101
Taylor Made Media

2. Contents Steps in media planning and buying
Strengths and weaknesses of each medium
Negotiating tactics and added value ideas
Terminology

3. Steps in Media Planning and Buying

4. Steps in a Media Campaign
Define objectives.
Nail down your strategy.
Consider all options available.
Gather and analyze research.
Negotiate with suppliers.
Execute/book.
Campaign maintenance.
Post buy analysis.
Look at all vehicles in the category not just the ones that approach you.
If you are considering Magazines in the Shelter category, look at all of them.
If you are considering radio, look at all stations available

5. Media Objectives What are you trying to accomplish with your
advertising?
Examples
Utilize media that will generate brand or product awareness.
Provide the frequency of message required to increase phone calls or web visits.
Utilize media that enhances brand image by association.
Stimulate immediate action.
The objectives state the goals of your media campaign.
What needs to happen to make your advertising successful?

6. Media Strategy How are you going to accomplish it?
Components of strategy
Target Audience
Coverage Area
Timing
Reach / Frequency Objectives
Media Habits Research
Media Mix
The objectives state the goals of your media campaign.
What needs to happen to make your advertising successful?

7. Media Strategy Target Audiences Consumer examples
Age range: Adults 25-54, with children
Household Income: $75,000 plus per year
Trade examples
Doctors
Builders
Lawyers
Media Strategy
The media strategy details the components of the campaign. They state the ingredients required, or boundaries set, for the media selection.
Target group
Consider primary and secondary demos.
Be as specific as possible as that will help you evaluate all media opportunities.

8. Media Strategy Coverage Area Define your market area. Be realistic!
Examples:
British Columbia Lower Mainland and Vancouver Island primary
Okanagan/Cariboo/Kootenays – secondary
English Canada All markets
Northern California San Francisco Bay Area
Be specific, you can even look at neighborhoods.
Make sure that you have impact in one area before broadening your coverage zone.
The more specific you are the easier it will be to evaluate your media options.

9. Media Strategy Timing Example January – December 2013
Primary: March – May
Secondary: September - November
The duration of your campaign will impact the effectiveness.
Make sure you have enough weight to create results.
Two strong 10 week flights are better than a watered down 52 week campaign.
You can define your primary and secondary goals for timing. Look at the secondary only after you are comfortable that you have an effective campaign during your primary timing.

10. Media Strategy
Reach
The unduplicated reach of the defined target population.
Reach takes into consideration your coverage area and your media selection.
The coverage area you define.
With media selection, the more you spread your dollars the broader the reach. However is it effective reach?
Media selection should be based on the medium’s ability to cover your defined geographic area with limited waste.
It is always better to convince 10% of the audience 100% of the way, than to convince 100% of the audience 10% of the way.
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

11. Media Strategy Frequency of Message
Frequency takes into consideration the number of times an individual is exposed to your message.
You can build frequency with consistency in media selection and creative message. For budgetary reasons this often means focusing on a specific geographic area and a few well targeted media vehicles.
Remember that the stronger the frequency of message, the quicker the response.
The average consumer needs 4 exposures before the message registers with them, and studies show that after 7 exposures they will take action.
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

12. Media Strategy Frequency Builders
Multiple insertions in the same publication.
Consistent schedule week to week, or month to month within any medium.
Multiple spots in one show.
Tightened rotations Tue-Thu versus Mon-Fri, or 4 – 7 pm versus 4 – Midnight.
Multiple spots weekly on the radio, or a timed sponsorship.
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

13. Media Strategy Media Habits Research PMB BBM Comscore
Research is used to determine the media habits of the target group and support media recommendations.
Useful research studies include:
PMB
BBM
Comscore
Nadbank / Combase
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

14. Media Strategy Available Research
PMB provides extensive media habits data including:
Television
Number of days watch
Types of programs watch
Specialty channels watch
Dayparts watch
Avg. number of hours watch
Radio
Number of days listen
Station formats listen to
Program types listen to
Avg. number of hours listen
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

15. Media Strategy Available Research
PMB provides extensive media habits data including:
Outdoor
How many km’s drive per week
Transit usage
Newspaper
Number of issues read
Section read
Weekday versus weekend reading
Internet
Hours per week
Website categories accessed
Online shopping habits
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

16. Media Strategy Available Research
PMB provides extensive demographic/psychographic data including:
Age
Sex
Marital status
# of people in household
Children in household
Head of household
Language
Ethnicity
City, Province
Community size
Employment status
Occupation
Income (HHI and PYI)
Education
Home ownership and value of home
Principal income earner
Principal grocery shopper
Events expect to happen in next year, have happened in past year (i.e. retirement)
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

17. Media Strategy Available Research
PMB provides extensive category data including:
Personal care
Health care, remedies
Automotive
Travel
Business
Financial
Real estate, home improvements
Household appliances, furniture
Baby, Children’s products
Apparel, misc. products
Home electronics, PC’s
Leisure, restaurants, tobacco
Candy, snacks
Beverages
Alcohol
Groceries
Household products, pets
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

18. Media Strategy Media Mix
This is where you determine which media makes sense for you.
Based on your objectives, budget and strategy, which will deliver results?
You are setting a boundary around the types of media you will consider. So if outdoors is not in the mix, you can take that medium off your plate and inform any suppliers that approach you, that outdoors is not a consideration.
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

19. Media Strategy Combining Media - Look for a balance.
Magazines with a higher frequency medium
Radio, Outdoor
Radio with a visual medium
TV, Print, Outdoor
Outdoor with a more detailed medium
Print, Radio, TV
Online with a visual or mass reach medium
Print, Outdoor, TV, Radio
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

20. Rationale
The Media Rationale provides an explanation of why each medium makes sense based on the stated objectives and strategy. How does each medium and vehicle fulfill the objective and fit with the strategy?
This is provided by your TMM Media Strategist upon presentation of the media plan.
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

21. Campaign Maintenance Keep on top of the campaign once it’s booked!
Makegoods – ensure equal or greater value for any media that is pre-empted
Monitor placement of print ads –always strive for the best possible placement within the pages of the newspaper or magazine for our clients.
Invoice discrepancies – get these items cleared up ASAP to ensure accountability.
Adjustments based on client feedback – be prepared to fine tune the campaign.
Updated audience data – always monitor the audience data as it is released to ensure the media deliver what was purchased.
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?

22. Post Buy Analysis Example: Client X Spring 2013 TV Campaign
Planned Spend: $197,127
Actual Spend: $197,127
Value Received: $293,955 – 149% achieved
+ Bonus Spots: $120,975
Total Value: $414,930 – 210% achieved
Planned Spots: 399
Actual Spots: 399 – 100% achieved
+ Bonus Spots: 59
Total Spots: 458 – 115% achieved
I like to look at the effective reach and frequency. How many people can I effectively convince to take action?