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Media 101 Taylor Made Media.

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Presentation on theme: "Media 101 Taylor Made Media."— Presentation transcript:

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?


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