1. AD 3102 Advertising Planning
Planning STEP
AD 3102 Advertising Planning

2. Print Planning Terminology related CPM ( Cost per Thousand )
(cost per page x 1,000 ) / Readership or Circulation
low CPM = best performance .
Newspaper
CPM
thairath
250
Daily News
450
Bangkok Post
2,345
No.1
No.2
expensive

3. Print planning Quantitative selection
depend on CPM analysis and budget
If limited budget , select only top 1 or top 1 & 2 only
If appropriate budget , can select more than 1 or 2 ranking , can plus Qualitative selection to be criteria for planning .
Newspaper
CPM
thairath
250
Daily News
450
Bangkok Post
2,345
Limited budget select only Thairath or Thairath + Dailynews
More budget could consider Qualitative judgment : Bangkok post ( rational : focus on top management )

4. Print Planning Qualitative Selection
consider base on content match with newspaper and magazine
focus on businessman --- select business newspaper
focus on product such as beauty product --- select fashion magazine
Focus on product such as cooking product ---> select cooking magazine
Consider base on benefit , ROI
added value return ---- > buy 3 get 1 free

5. Print planning Tips Newspaper Rotate size for cost effectiveness
Start with big size for launching , reduce to smaller size on maintaining.
align with all media pattern : Continue / flighting and bursting
Some title run continue , some title just run on lunching , when merge together will be pulsing pattern
Consider on added value to be extra consideration
not only base on best CPM , if plus with special added value will be plus great plan
select Thairath + Daily news and consider Kao Soa cause offer buy 2 get 1 free.

6. Print planning Tips Magazine
Consider the best CPM in related type of magazine …. 1st priority
additional consider for qualitative selective
Example
Product to be seasoning Sauce
The best CPM to be woman magazine : Praew , Lisa …..
Qualitative selection should be cooking magazine but these magazine have high CPM such as Krua , Mae ban ,

7. Print Planning
Tips
after select title of magazine , consider number of magazine in plan
high budget …. Select more title … 4-6 title in each campaign … ( 3 from CPM , 3 form Qualitative
Low budget …. Option 1 select only CPM base or Option 2 select just only 1-3 magazine ( 2 from CPM and 1 for Qualitative )
if select 2 magazine from CPM , may be alternate publish
1st magazine run

8. TV Planning Terminology related GRP’s : number of viewers
Reach 1+ ( Net Reach ) : percentage of new viewers ( unduplicated number)
Reach 3+ ( ER/EF) : percentage of viewers who viewed 3 times up
CPRP : cost per achieved 1 percentage of viewer
Frequency : No.of Opportunity to see (OTS) , this is average number

9. TV Planning Competitive data is 1st data to consideration AIS TRUE
Incase need to sustaining R1+ lower than 50 % in each 4 week , should consider other medium to maintain more performance
TV Planning
Competitive data is 1st data to consideration
AIS
TRUE
DTAC
Launching
GRP’s
1200
800
1000
R1+ 85 80 83
R3+ 65 50 63
Sustaining
600
450
500 70 67 55 45
Tips : launching R3+ should not lower than 50 %
Tips
Sustaining R1+ should not lower than 50 %

10. TV Planning
Marketing Objective will be guideline for setting our goal/achievement.
marketing objective
Generate brand awareness 80% within 6 months ,
increase frequency of visit from 2 times per month to be 4 time per months
Media Objective
Achieved total media coverage 85% Reach 1+ for launching campaign to generate brand awareness 80 % within 6 months
maintain with Reach 3 + at least 50 % in every month of sustaining period

11. Why we should to set media performance is higher than awareness goal ?
Question ?
Why we should to set media performance is higher than awareness goal ?
TV Planning
Media performance should set higher than awareness goal
awareness didn’t effect from only media channel , there are other factor to effect consumer until couldn’t generate as goal such as daily habit , emergency case , environment , that’s are uncontrolled factor … or message of Ad are so complicate than realize within shorter period , so need to set media coverage over than awareness
if set the same , result of awareness may be less than expectation

12. Question ?
If marketing goal need to increase frequency of visit , how should we do ?
TV Planning
frequency of visit related to Effective Reach & Frequency ( ER/EF )
When do want to focus frequency mean – you want to repeat message and want prospect target remember or action on your request .
the minimum R3+ should not lower than 50 % , mean if total population have 100 , and more than 50 % of population couldn’t reach or ignore your message , mean that this campaign have some problem .
Reach is reflect to awareness
if you need increase action , need to increase ER/EF level

13. TV planning
Media pattern , can use all patterns : continue / bursting / flighting
factor for effect pattern to be
budget you have
Campaign activities
Competitive TV performance and marketing goal
TV budget should allocate approx % of total budget , except client have objective to use non – TV ratio more, example ratio 50 : 50, or 60 :40 etc.

14. TV Planning
after complete to set reach goal performance , keep details as reference
Launch level
GRP’s
Reach
Reach
Sustaining level
GRP’s
Reach
Reach
Base on 4 weeks
*** Reach performance should consider via your pattern buying and experience buying

15. TV planning
if we set launching and sustain , need to keep this level for the whole plan , but if limited budget , can’t reduce weight with same period , need to reduce weight and reduce period as same , example TV
CPRP
Jan
Feb
Mar
April #
Total B’000
4 wk
2wk
30 sec GRP’s
20,000
600
15 sec GRP’s
10,000
450
225
TOTAL GRP’s
1200
2,475
B’000
18,000
6,000
4500
2,250
30,750
R1+ 90 75 70 60
R3+ 55 50 40
Frequency
13.33
8.0
6.4
3.75

16. Radio Planning Terminology related CPM base on listeningship
(cost per month x 1000) / radio listeningship by station
how to calculate cost per month
cost per spot x no. of spot per day x no. of day
2400 x 6 x 30 = 432,000 B > 432,000 x 1000 / 567,000 = 762 <---- CPM

17. Radio planning How to starting radio plan
First : study listeningship , consider the best station
Second : consider target group , and Identify each station match for each target ;
FM green wave target is adult working officer (CPM 350 )
FM 91.5 cool FM target is teenager and young adult ( CPM 450)
Third : standard spot per day : approx. 6-8 spot per day
if focus on specific time , could reduce spot per day to 2-4 , possible
if need to quick response or urgent action , could increase spot to b spot /day , but need to run on short period .
Try to select each station cover all target

18. Radio planning
no of day should consider make sense : 15 day or 30 day will be standard period .
however we can run 10 day but should be connect in other part such as
jan , Feb  could do
Jan 1-7 , > depend on radio slot available ? Sometime couldn’t
Continuously period will be gain better performance than run in short period .

19. Radio planning Radio Cost per spot No.spot /day Jan Feb Mar Apr
Pattern : run bursting in each station , combine on could be continue or bursting … perfect !
Radio planning
Radio
Cost per spot
No.spot /day
Jan
Feb
Mar
Apr
FM 106.5
3400 8 30 15
FM 105.5
4500
FM 94.0
3200 6
FM 95.5
4000
Adult
Adult
Teen
Teen
How to calculate cost per month
Jan = FM ( 3400 x 8 x 30 ) + FM 95.5 ( 4000 x 6 x 30 )

20. Cinema planning Terminology related
CPM --- Viewership > base on ticket record
Big barrier of cinema
media consumption focus on teenager and young adult
low number of frequency ( visit )
Ad Position is needed
Best for Cinema
Emotional effect
big sceen

21. Cinema planning How to calculate media cost
cost per week x no. of cinema house x no.of week
5600 x 10 x 4 = 224,000 B
can buy minimum only 1 week , but if you buy 1 week should be connect with other week such as
Jan : buy 4th week , Feb buy 1st week --- that’s OK
Jan : buy 2nd week , Feb buy 3rd week -- can do but not effective

22. Cinema planning Holiday period Cinema Cost per week
No. of cinema House
Jan
Feb
Mar
Apr.
Major
5600 20 4 2 SF
5300
EGV
5000 10
Total wk 6 8

23. How to prepare recommendation

24. Target Audience Male & Female Age 15 -29 are priority target prospect
Over 29 years old are secondary target
Middle / Upper Income group
Live in BKK and key provinces – Chiengmai / Hat yai / Phuket and Udontanee
Phychohgraphic :
aware in topic “ global warming “
No concern about branding
Easy Easy concept
Love in nature ,

25. Media Objective
Gain media coverage 90% of reach 1+ within first 4 month or coverage more than 50 % of reach 3+ in order to create brand awareness and register Muji brand in mind
Consider “ Mix Media “ to stimulate multi target prospect interest and run throughout the year.
This section , planner should translate from marketing objective and focus on detail of media that should be achieved

26. Media Strategies
Consider TV is the main medium to gain highest media coverage 90 % in reach 1+
Utilize media base on activities
Newspaper and magazine for promoting product
Radio for stimulate and inform branding news
TV for expand corporate concept .
After complete to set objective , this section is the method or media that can help to achieve objective

27. This page is focus on TV , detail that need to present
Launching level and sustaining level that including 1+ reach and 3+ reach
Media pattern
Period of advertising
Media Execution TV
Launch level with 90 % reach 1+ and 56 % reach 3+ to complete key competitor.
Sara ever launch with 86 % reach 1+ in Y2008
Maintain level with 60 % reach 1+ throughout campaign
Flighting pattern was preferred , key period are 1st quarter of launching campaign and 3rd -4th quarter for support grand opening shop around Thailand .

28. This page is focus on TV , detail that need to present
Key program that want to focus such as focus on sport program , news or Thai drama
Everything that you imaging / planning that will help your TV plan to be outstanding and effectiveness
Media Execution TV
Focus 60 % on Primetime ( ) , 20% for late night program , 10 % for morning program and 10 % for daytime program
Drama , variety and sport program to be main program to consider
70 % on weekday and 30 % on weekend program
Consider to tie-in program in vairety program
Jor Jai in Ch 5
Ratee Samosorn

29. Media pattern is very important , couldn’t forget
Detail of print , such as how to select newspaper , what types of newspaper , what’s section do you want to focus
Media pattern is very important , couldn’t forget
Media Execution
Newspaper
Select popular daily newspaper to coverage main concept
Thairath with FP /FC , JP/FC and rotate size to Strip ad for creating more frequency .
Consider English and business newspaper to selective target for limited edition product and launcing main concept
Bangkok Post and the nation for Upper adult target
Krungthep Turakij for Middle / Upper working adult

30. Key benefit that make your plan different from your friend
Media Execution
Newspaper
Not only Bangkok coverage , expand to Urban area with
Kom chad luke and kao sod special package
Buy 2 get 2 free ( Kao sod )
Buy 3 get 1 free ( Kom Chad Luk )
Continuety patter n served for Thairath and flighting pattern was consider for other newspape r to support key activities .

31. What’s station as you select
Media pattern
What ‘s timing or no. of spot per day per station
Media Execution
Radio
Green Wave FM to be main station to promote “ MUJI SAVE THE EARTH “ by linkage with main concept of station .
To announce public about new store around Bangkok by rotate and alternate 2 period by
FM Virgin soft and FM 94.0 EFM
FM FAT radio and FM 95.5 Virgin Hit
Flighting pattern are focused for support grand opening period and key activites
Design contest and Fashion show out door acitvities

32. Media Execution Magazine What’s type of magazine as focus
Name of selection magazine
Media pattern
What’s section
Media Execution
Magazine
Focus woman / Men and teen magazine to coverage multi target “ Teen and adult “ target
Praew and Elle to be key woman magazine to promote Limited edition product on 2nd quarter campaign .
Support grand opening by create advertorial ad. In woman magazine to promote new shop , new product and new fashion with in woman and teen magazine
Consider GM and FHM to support only men fashion announce.
Continuety planning are focus for magazine .

33. Cinema Execution Cinema
consider 20 cinema house per each 3 Cinema brands ( Major / SF and EGV )
focus on only first month of launching campaign .
main location to be cinema house in shopping complex such as Paragon , CTW , SECON square , Future Park , Fashion Island etc.
Focus on big size of Cinema house to cover new movie in each week.

34. Budget Allocation TV main medium focus on 68 %
Supporting medium are 32 % and split by
Newspaper 17 %
Radio 11 %
Magazine 4 %
This page represent % budget split that need to match what’s media to be main medium and support media

35. And should highlight period of activities
Media flowchart that key detail should have both budget on vertical and Horizontal
And should highlight period of activities
Represent period of advertising by 