1. The Marketing of Messages
&
Media
The Marketing of Messages

2. The Marketing of Messages
Media
&
The Marketing of Messages
Media Speak
Media Building Blocks
Strengths & Weaknesses
Building The Media Plan
The Media Planning Revolution

3. Media Speak Media/Medium/Vehicle Media = collective noun
Medium = one type of media
Vehicle = single carrier

4. Media Speak Audience/Coverage/Composition Audience Audience Coverage
number or % exposed to a vehicle
Audience Coverage
number or % reached by a single insertion in a specified area
Audience Composition
statistical breakdown of a media vehicle’s total audience

5. Media Speak Reach & Ratings Broadcast Media use Rating Points
% of Target Audience reached by a media vehicle
Print Media use Circulation
Number of copies sold or distributed

6. Media Speak Above-the-Line/Below-the-Line Traditional/Non-Traditional
Above = paid advertising
Below = sales promotion, PR, events
Traditional/Non-Traditional
Traditional = major mass media
Non-Traditional = unique media opportunities and new media forms

7. Media Speak “Brand Contact Points” & More Clutter & Fragmentation
Personal Media Network
Aperture
Clutter & Fragmentation
Clutter - a result of
More media channels
More messages in each channel
Fragmentation - a result of
More audiences. Smaller audiences.

8. Strengths & Weaknesses:
Media Building Blocks
Strengths & Weaknesses:
Strengths & Weaknesses of each Medium
Steps of Building a Media Plan.

9. Strengths & Weaknesses:
Print
Strengths & Weaknesses:
Portable
“Time independent”
Not a fleeting medium - it lasts
Accommodates complex copy
Good picture quality
Easier to feature more than one product
Versatility
Can be preserved and reread
Journalistic content = credibility & prestige
Can deliver coupons

10. Strengths & Weaknesses:
Newspaper
Strengths & Weaknesses:
“Prestigious”
Readers upscale
Readers use ads
Less lead time
Strong local emphasis
Sense of immediacy
“Cataloging Value”
Reproduction varies
Not much passalong
Can be expensive
Cluttered
Not read thoroughly
Poor demographic selectivity
May have adverse editorial

11. Strengths & Weaknesses:
Magazine
Strengths & Weaknesses:
Special audience opportunities
Can be long-lasting
Repeat exposure
High “passalong”
Creative flexibility
Building audience takes time
Can be cluttered
Early closing dates

12. Strengths & Weaknesses:
Out-of-Home
Strengths & Weaknesses:
Frequency and repetition
Large audiences. Low cost.
Visual impact
Blanket coverage
Versatility
Poor demographic selectivity
Limited time. Limited copy.
Complicated logistics
Can be expensive
Restrictions

13. Strengths & Weaknesses:
Radio
Strengths & Weaknesses:
Various formats. Special audiences.
Inexpensive
Affordable frequency
Affordable production
Reaches mobile market
Scheduling & creative flexibility
Immediacy
Radio is cluttered
Radio spots are fleeting

14. Strengths & Weaknesses:
Television
Strengths & Weaknesses:
Impact
Market coverage
Intrusive
Flexible
Cost-efficient (CPM)
Prestigious
Fleeting
Expensive
Big shows. Big Bucks.
Production can be expensive
Best shows have limited availability

15. Strengths & Weaknesses:
Cable TV
Strengths & Weaknesses:
Geographic flexibility
Inexpensive
Varied programming. Specialized audiences.
Upscale audiences
Wide variety of ad formats
Low ratings
Reporting is inadequate

16. Building
The
Media Plan:

17. Building The Media Plan:
Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost.

18. Building The Media Plan:
The Media Plan is…
a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are:
Goal-Oriented - increase sales/share
Make sense - effective/efficient
Manageable - can be executed, flexible, developed before the buy.

19. Building The Media Plan:
Media Objectives
WHAT your Media Plan hopes to achieve
Media Strategies
HOW the Media Objective will be implemented

20. Building The Media Plan:
Evaluation & Analysis
Planning Media Objectives
Media Strategies
The Media Buy
Post-Buy Analysis

21. Building The Media Plan:
Evaluation & Analysis
Seasonality
Brand History
Budget
Purchase Cycle
Prime Prospect
Geography
Competition
Promotional Activity

22. Building The Media Plan:
Evaluation & Analysis
+ Problems & Opportunities
Becomes foundation for…
The Media Plan

23. Building The Media Plan:
Planning Media Objectives
Target Audience
Seasonality
Geography
Reach & Frequency

24. Building The Media Plan:
Planning Media Objectives
Target Audience Profile
Demographics
Product Usage (Heavy/Med/Light)
Media Usage
PMN - Personal Media Network
Media Consumption
Core Audience
Aperture (Time/Place/Circumstance)

25. Building The Media Plan:
Planning Media Objectives
Seasonality
Seasonal sales
Media Efficiency
Competitive media presence
Promotions Scheduled

26. Building The Media Plan:
Planning Media Objectives
Geographic Considerations
Distribution
National/Regional/Local
Budget
Competition
Offensive or Defensive Strategy?
Sales by Market

27. Building The Media Plan:
Planning Media Objectives
Reach and Frequency
Consumer Motivation
Purchase Cycle
Purchase Decision
Message Complexity
Ad Effectiveness/Memorability
Commercial Length
Time of Day/Attention
Competition

28. Building The Media Plan:
Planning Media Strategies
Nature of Media/Message
Media Strength/Weakness
Media Efficiencies - CPM
Eliminate Media that don’t fit Brand
Consider Selling Environments
National vs. Local Spending
Scheduling Strategies
Synergy between Media/Ad

29. Building The Media Plan:
Planning Media Strategies
Media Efficiencies - CPM
CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media.
The following is a comparison of cost-efficiency for reaching Women 18-49

30. Building The Media Plan:
CPM - Women 18-49
Network Radio :
Day Network :
Cable TV :
Print 4-color page
AM Network :
Late Night :
Syndication :
Evening News :
Prime Network :

31. Building The Media Plan:
Planning Media Strategies
Scheduling Strategies
Four Types of Ad Schedules:

32. Building The Media Plan:
The Media Buy (Implementation)
Buying - a separate function
Involves tough-minded negotiating
Involves long-term relationships
Media Buying Services
Growing field - specialists
Part of “unbundling”

33. Building The Media Plan:
Post-Buy Analysis
Measure actual performance
Media makes “guarantees”
Involves large amounts of $
If below guarantee, media must provide a “make-good.”
And, if you do a good job…

34. Building The Media Plan:
You Get to Do It Again Next Year!

35. Media Planning: A New Revolution New importance of the media function
“Unbundling” = New Media Agencies
New Global Relationships
Mega-brands and mega-agencies
Growing # of media choices means growing need for media planning
Development of “account planning” style media planning

36. Media Planning: A New Revolution
“It will be more challenging to work in advertising in new media… it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”
Jayne Spitler, Leo Burnett/StarCom

37. Media Planning: A New Revolution
“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”
David Martin, CEO/Penta-Com

38. Media Planning: A New Revolution
“In a rapidly changing media world, an understanding of the consumer/ media relationship is of fundamental importance to the process.”
Andy Tilley. Zenith Media

39. Media Planning: A New Revolution
“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”
Keith Reinhard, Chmn DDB