1. Chapter 5 Advertising Planning: Traditional Media
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2. Copyright © 2008 Pearson Education Canada
Learning Objectives
Describe the steps involved in media planning
Distinguish among media objectives, media strategies, and media execution
Describe the various factors that influence media strategy decisions
(continued)
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3. Learning Objectives (Continued)
Outline the characteristics, strengths, and weaknesses of mass media advertising alternatives
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4. Copyright © 2008 Pearson Education Canada
Media Planning
Media Planning – a plan of action to communicate a message to the right people, at the right time, and the right frequency
The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost
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5. Copyright © 2008 Pearson Education Canada
Media Planning Model
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6. Competitor Media Strategy
The Media Brief
Market Profile
Competitor Media Strategy
Target Market Profile
Media Objectives
Media Budget
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7. Copyright © 2008 Pearson Education Canada
The Media Plan
Media Plan – a document that outlines the relevant details about how a client’s budget will be spent
Media Objectives
Media Strategy
Media Execution
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8. Copyright © 2008 Pearson Education Canada
Media Objectives
WHO
…is the target market?
WHAT
…is the message?
WHERE
…are the priorities?
WHEN
…is the best time to advertise?
HOW
…many, often, long?
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9. Copyright © 2008 Pearson Education Canada
Media Strategy
Media Strategy – a plan for achieving media objectives to reach the target audience as effectively and efficiently as possible
Limited financial resources
Demands for accountability
(continued)
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10. Media Strategy (Continued)
Should address:
How often to advertise
How long to advertise
Where to advertise
What media to use
Will rationalize why only certain media recommended
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11. Factors Influencing Media Strategy
Target Market Profile
Nature of the Message
Geographic Market Priorities
Timing of Advertising
Reach/Frequency/Continuity
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12. Profile-Matching Strategy
Target Market Profile
Shotgun Strategy
Profile-Matching Strategy
Rifle Strategy
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13. Copyright © 2008 Pearson Education Canada
Nature of the Message
Creative and media strategy should be synergistic
Right message in the right medium
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14. Geographic Market Priorities
National
Regional
Category development index (CDI)
Brand development index (BDI)
Key Market Coverage
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15. Copyright © 2008 Pearson Education Canada
BDI Analysis Example
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16. Copyright © 2008 Pearson Education Canada
Timing of Advertising
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17. Reach/Frequency/ Continuity
Total audience exposed to a message one or more times in a period, usually a week
Frequency
The average number of times a message has been exposed to an audience over a period of time
Gross Rating Points
Calculated by multiplying reach and frequency
Continuity
The length of time required to generate impact on a target
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18. Reach/Frequency/ Continuity Example
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19. Copyright © 2008 Pearson Education Canada
Media Execution
Media Execution – translating media strategies into specific media action plans
Look at cost efficiencies
Develop a schedule
Allocate budget
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20. Media Selection Cost per thousand (CPM) is a determining factor
General Type of Media
Select Class of Media Within the Type
Select the Particular Medium
Cost per thousand (CPM) is a determining factor
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21. Comparing Media Alternatives
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22. Media Schedule and Budget Allocation
Develop media calendar
Assign estimated costs to all activities
Blocking Chart – shows allocation of a brand’s media budget according to time of year and type of medium
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23. Copyright © 2008 Pearson Education Canada
Media Buying
Negotiate final prices
Replace any media that has become unavailable
Seek favourable rates and positions to maximize efficiency and achieve objectives
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24. Media Alternatives Traditional Television Radio Newspaper Magazines
Out-of-home
Non-traditional
Internet
Mobile communications
Video games
Use of both primary & secondary media recommended
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25. Copyright © 2008 Pearson Education Canada
Television
Network
Advertising
Selective
Spots
Local
Spots
Sponsorship
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26. Television Advantages and Disadvantages
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27. New Strategies for Reaching a TV Audience
Product placement
Branded content
Shorter TV commercials
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28. Copyright © 2008 Pearson Education Canada
Radio
Station format determines the audience profile
Radio is ideal for reaching targets defined by age
Radio is an important medium if a “key market” strategy is recommended
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29. Radio Advantages and Disadvantages
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30. New Technologies Affecting Radio
Internet radio
Podcasting
Satellite radio
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31. Copyright © 2008 Pearson Education Canada
Newspapers
Offer geographic selectivity
High reach in local markets
Effective at reaching a broadly defined adult market
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32. Copyright © 2008 Pearson Education Canada
Newspaper Revenues
National
Advertising
Retail
Advertising
Classified
Advertising
Preprinted
Inserts
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33. Newspaper Advantages and Disadvantages
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34. Copyright © 2008 Pearson Education Canada
Magazines
Business and consumer magazines
Two types of circulation
Paid circulation
Controlled circulation
Good for profile-matching and rifle strategies
Magazines are a “class” medium instead of a “mass”medium
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35. Magazine Advantages and Disadvantages
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36. Out-of-home Advertising
Highly visible
Can reach a mobile population
Suitable to a shotgun approach
Three types
Outdoor Advertising
Transit Advertising
Other
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37. Copyright © 2008 Pearson Education Canada
Outdoor Advertising
Posters or billboards
Backlit poster
Superboard or spectacular
Banners
Murals
Electronic signs
Transit shelter
Mall posters
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38. Outdoor Advantages and Disadvantages
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39. Copyright © 2008 Pearson Education Canada
Transit Advertising
Interior cards
Exterior king poster
Exterior seventy poster
Superbus advertising
Bus murals
Station posters
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40. Transit Advantages and Disadvantages
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41. Other Forms of Out-of-home Advertising
Washroom advertising
Elevator advertising
Cinema advertising
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42. Copyright © 2008 Pearson Education Canada
Chapter Review
Describe the steps involved in media planning
Distinguish among media objectives, media strategies, and media execution
Describe the various factors that influence media strategy decisions
(continued)
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43. Chapter Review (Continued)
Outline the characteristics, strengths, and weaknesses of mass media advertising alternatives
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