1. Offering Media Alternatives

2. Evaluating and Selecting Media VehiclesTV
Target audience
Rating
Share
Dayparts
Reach
Frequency
CPP/Sec
Advertising clutter
Channel reputation
Ad position
Available discounts

3. TV SWOT Analysis Strengths Weaknesses
Builds relationships with audience, has impact on different emotions: audial, visual and dynamic
Increases brand awareness because it provides fast and high level of reach.
Has effect in a short period of time
Persuasive medium
Part of home and have high impact within home
Measurable
Weaknesses
High production cost
High clutter
Waste investment for small sized target audiences
Threats
Opportunities
Sponsorship opportunities
Provides customized content for focused target audience
Rise of digital media
Intense usage of competitors from the same product category

4. Evaluating and Selecting Media Vehicles
Print
Reach
Net Sales
Target Market
Pass-along readers
CPT
Editorial features
Special editions
Color reproduction
Geographic flexibility
Positioning opportunuties
Advertising clutter and product protection
Advertising copy checking and product restrictions
Response to coupons, information or recipes
Available discounts

5. Evaluating and Selecting Media Vehicles
Print Contd...
Writing tone
Reader respect
Leadership in media class
Believability

6. Newspaper SWOT Analysis
Strengths
Give detailed information
Immediacy
Trustworthy relationship with newspaper/ trust attribution to brand
Regional flexibility in most of the countries
Reach in a short period of time
Flexibility in size, format and use of space
Weaknesses
Possibilty of low production quality
Short shelf life
High cost in the use of big and colorful advertisements
Opportunities
Threats
More target group oriented through the increase on newspaper sections and supplements
Complementary of other media
Provide more impact and recall for large sizes
Loyal readers of specific publications
Fragmanted audiences
Circulations of some newspapers do not depend on sales
Clutter

7. Magazine SWOT Analysis
Weaknesses
Strengths
Not easy to use as much as TV after making decision
Slow in building reach
High reader participation for particular magazines/ interactivity
Relationship identified with the magazine
Long-lived messages
Detailed visual usage: More detailed information
Threats
Opportunities
Clutter
Variety and plurality of magazines
Coupon distribution for database support
Being subject-oriented: travel, music, cinema, sport
Adaptation of visual changes into the magazine content
Relationships through sponsorship, PR and advertorial content
Sampling

8. Evaluating and Selecting Media Vehicles
Radio
Target audience
Format
Reach
Radio listenership
Ad position
Second price

9. Radio SWOT Analysis Strengths Weaknesses Opportunities Threats
High reach in breakfast time
Personal contact through favorite DJ’s and the programs with high participation
Flexibility
Ability to reach in a short time
Provides frequency
It can be background medium
Easy to be distorted, impossible to go back
Limited measurability
Difficult to have a long term reach
Opportunities
Threats
Special sponsorship opportunities: Breakfast time
Completing each other with TV: a good way to extend campaign duration with low budget
Opportunity to broadcast your advertisement before shopping time
Thematic channels for niche target audiences
Regional flexibility
Opportunity to listen in the car
Fragmentation
Clutter

10. Evaluating and Selecting Media Vehicles
Cinema
Ticket sales
CPT
Target audience
Popularity of the films
Places of the movie theaters
Ad position

11. Cinema SWOT Analysis Strengths Weaknesses Opportunities Threats
High impact
Young audience
Long-term use
Low level of reach in total
Opportunities
Threats
Cinema packages
Foyer activities
Product placement in movie theaters
Video s and DVDs

12. Evaluating and Selecting Media Vehicles
Outdoor
Visibility
Traffic flow
Place
Target audience
CPT

13. Outdoor SWOT Analysis Strengths Weaknesses Opportunities Threats
High impact
Closeness to point of sale
Branding medium
High level of reach and frequency
Long preparation phase
Expensive
Difficult to measure
No detail in advertisements
Difficulty in focusing a specific target audience
Opportunities
Threats
Used for competition
Difficulty in evaluating its impact
Creative application opportunities
Innovation
Special printing techniques
Improvement of material quality

14. Ambient Media
New breed of out-of-home products and services determined by some as non-traditional or alternative media.
Can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity.
Ambient media in a larger scale define the media environment and the communication of information in ubiquitous and pervasive environments.
Good for brand awareess and top of mind recall within target audeinces.
Ambient media can produce mass attention in centralized locations, or directly interact with consumers during normal every day activities.

15. Ambient Media Examples
Backs of car park receipts
Hanging straps in railway carriages
Handles of supermarket trolleys
Projecting huge images on the sides of buildings
Slogans on the gas bags of hot air balloons ….

16. Evaluating and Selecting Media Vehicles
Internet
Target audience
Impression
Click through rate
CPT

17. Offering Different Alternatives
You can offer different alternatives to your client in media strategy and planning. These alternatives are:
Spending more money
Spending less money
Changing targets
Changing media
Translating the results of test markets

18. Making the Media Buys

19. Key points in media buying and negotiation
Negotiation Skills
Media dynamics
Objective of the buy
Costs vary
History of buying
Media trends
Good relations with media representatives
Fair negotiation
Last-minute opportunities
Added value
Mutual respect

20. Cpp/sec. or GRP based Package Bulk buying Stand by Barter
Types of Media Buying
Cpp/sec. or GRP based
Package
Bulk buying
Stand by
Barter

21. Weighting Geographic weighting Media rates Shares of each channel
Ex: Budget: USD
Sales Region Budget Allocation
30% Marmara 30%
20% İç Anadolu 20%
20% Ege 20%
15% Akdeniz 15%
10% Karadeniz 10%
5% Doğu Anadolu 5%
Media rates
Shares of each channel
Ex: Shares of three big channels in 2007 (Jan-Mar)
share either GRP% or budget%
Kanal D 35% 350GRP USD
Show Tv 35% 350GRP USD
Atv 30% 300 GRP USD
Total 100% 1000 GRP USD
Share of voice: Percentage of total advertising weight for each brand.

22. Factors in determining the size of an advertising budget
Assesing the task of advertising
Long and short term goals
Profit margins
Degree of product usage
Difficulty in reaching target markets
Frequency of purchase
Effect of increased sales volume on production costs
New product introductions
Competitive activity

23. Setting the budget Main issues to know while setting the media budget
Beginning of the marketing year
Net budget
Gross Budget includes agency commission and VAT.
Gross Budget=Net Budget+Agency Com.+VAT

24. How much money is available for media?
Ex: The client says they have USD. The budget is gross. What is the net budget?(AC is 15% including media agency and creative agency commission)
Net Budget= /1.15/1.18= USD

25. How much money is available for media?
Ex: The client’s gross media budget is USD. What is the net budget?(AC is 3% including only media agency commission)
Net Budget= /1.030/1.18=61.700USD

26. How much money is available for media?
Ex: Media planner’s net newspaper budget is USD. What is the gross budget for the client?(AC is 3,5%)
Gross Budget= *1.035*1.18=30.532USD

27. Calculating Budgets of Each Medium
Measured channel:
Tv Budget = cpp/sec. x GRP x Avg. Film Sec.
Example: We are planning to get 800GRP in one month. Our cpp/sec. is 6,8USD, and our avg. film length is 15sec.What is our tv budget for measured channels?
Tv budget= 6,8 x 800 x 15=81.600USD

28. Calculating Budgets of Each Medium
Non measured channel
Tv Budget = sec. price x Avg. film length x # of spots per day x # of days for non measured channels
Example: We are planning to use NTV for 30 days with a 30 sec. advertising film. Second price for NTV is 7USD, and we will use 4 spots per day. What is the budget for NTV?
Tv budget for NTV= 7 x 30 x 4 x 30=25.200USD

29. TV Planning and Buying Issues to be considered Ratings Target audience
Content
Cpp/sec, sec. price
Packages

30. Calculating Budgets of Each Medium
Newspaper Budget = price of one clm.cm. x clm*cm x # of insertions
Example: We will use Hurriyet in our plan. One clm*cm for Hürriyet is 30USD. The size of our ad is 5clm*25cm. We will have 2 insertions in Hurriyet. What is the budget?
Budget = 30 x 125 x 2=7500USD

31. Newspaper Planning and Buying
Issues to be considered
Circulation and net sales
Target audience
Clm*cm price, CPT
Frequency
Days

32. Calculating Budgets of Each Medium
Radio Budget = second price x radio spot second x # of spots per day x # of days
Example: Sec. price for Power Fm is 10USD. We have a radio spot for 30sec. Our plan is using 5 spots per day for 20 days. What is the radio budget?
Budget=10 x 30 x 5 x 20= USD

33. Radio Planning and Buying
Issues to be considered
Listenership rates
Target audience
Second price
Frequency
Days

34. Calculating Budgets of Each Medium
Outdoor Budget = unit price x no of bb. x # of weeks
Example: One billboard costs 50USD for one week in Istanbul. We will buy 500 billboards for 2 weeks. What is the budget?
Budget=50 x 500 x 2 =50.000USD

35. Outdoor Planning and Buying
Issues to be considered
Reliability of the media seller
Follow of media rents
Follow of taxes

36. Calculating Budgets of Each Medium
Internet budget= cost per thousand for planned impressions*(planned number of impressions/1000)
Example: Cost per thousand impressions in Superonline movies web page is 2USD for a 300*250 pixel banner. What is the budget if we plan to get impressions from this page?
Budget= 2*( /1000)=2.400USD

37. Calculating Budgets of Each Medium
Example: We will advertise for Algida Magnum in May. Media mix we are planning to use is as follows:
TV: Measured channels with 7,8USD cpp/sec, 850GRP, 30 sec advertising film; Non measured channels with 10USD for one second, 4 spots per day for 30 days.
Outdoor: 200 Billboards for two weeks. Unit price for one billboard is 50USD
Radio: Spot length:30 sec, one sec. price=5USD, 15 days, 5 spots per day
Newspaper: 4clmn*25cm ad, 48 USD per one clmn*cm, 5 insertions
What is our gross budget for Magnum in May if the agency commission is 3%?

38. Calculating Budgets of Each Medium
Calculating the budget of each medium:
TV: Measured channels: 7,8USD x 850GRPx 30sec. = USD
Non measured channels: 10USD x 30sec. x 4spot x 30days = USD
Outdoor: 200billboards x 50USD x 2weeks = USD
Radio: 30sec x 5USD x 15days x 5spots = USD
Newspaper: 4clmn x 25cm x 48 USD x 5 insertions = USD
Total net budget= = USD
Gross budget = x 1,030 x 1,18 = USD

39. Thank you…