1. Media Planning
Chapter 8

2. Measurable Objectives
Leading up to Media
Situation
Analysis
Measurable Objectives
Budget
Creative Strategy
Media Strategy
To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the campaign
Traditional vs. Non Traditional media
Efficiency

3. Media Planning
Media Plan
Specifies media in which advertising message will be placed to reach desired audience(s).
Media Class
A single form of communication
(TV, radio).
Media Vehicle
Specific option within a class
(Nat Geo mag).
Media Mix
Blend of different media to reach target audience.

4. Media Plan: How to? Objectives Target Market Geo Reach/Budget
Reach & Frequency
Consistency/Continuity
Target Market
Geo
Reach/Budget
Frequency
Time
Media  Vehicle
Support

5. 1. Objectives
“To reach 60% of males aged that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of the new model.”
Address the psychographic and demographic target market and find the media that matches the market best given your budget
Flow form your IBP objectives

6. Terminology Impressions GRPs How many people saw an ad Count exposures
Percentage form
X% of Y population saw the ad

7. 2. Target Market Similarities between TM and media audience
What does the Target Market watch, read, etc.?
How much waste does the selected media have?
Define Primary and Secondary
Avoid unintended markets

8. Camel and Kids

9. 3. Geo Demand varies; sales are seldom consistent everywhere
What geographic markets will the promotion be in?
What will the levels be per market?
Media goals per area?
Example: Baby Snowsuits

10. 4. Level of Reach/Budget Unfortunately, budget will drive your plan
Reach = # of people exposed to your ad
How much reach can you achieve?

11. 5. Frequency No true optimal frequency
Can be one, can be five
Rule of Thumb = 4
Varies with product and audience and individual
Example: Samsung Galaxy Note 10.1 Tablet

12. 6. Timing and Continuity
Campaign time
$ Spent
Pulsing
Flighting

13. 6. Timing and Continuity Demand is not equal all the time
Some products are seasonal
Three options
Continuous – stable levels throughout
Flighting – on and off
Pulsing – Highs and Lows

14. 7. Choosing Media and Vehicles
Different Media, different effects
Careful consideration
Media types
Vehicles
Consider objectives
Consider the brand
Consider the audience

15. Size and Length of ads
Must determine the appropriate size (static) or length (broadcast) of the ad
Research is inconclusive
Choose size & length based on objectives
Ex) awareness = short spot
knowledge = long spot

16. MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY
Media Vehicle
Target Impressions
Number of Ads
Total Target Impressions
David Letterman Show
500,000 4
2,000,000
The Colbert Report
1,000,000 3
3,000,000
Gross Impressions =
5 Million
To get the sum of gross impressions, a media planner finds the audience figure for each vehicle used, multiplies that figure by the number of times the vehicle was used, and sums the vehicle figures.
This table shows how the gross impressions would be calculated if an ad was run 4 times on the David Letterman Show and 3 times on The Colbert Report.

17. MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY
AKA – cost per thousand (CPM)
Unlike impressions, CPM is focused on cost
Given cost constraints, media is selected that
will expose the largest target audience for the lowest price

18. MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY
CPM =
Cost of media buy
Total target audience X
1000

19. MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY
Magazine example: An issue of Real Simple has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K.
CPM =
$15,000
2,000,000 X
1000
$7.50

20. MEDIA PLANNING: SOCIAL MEDIA
New Paradigm
B2C & C2C
Less Expensive
Buzz or Viral
Brand Engagement
Note: Measured media is on the decline
Note: IBP is not “media” placement but is coordinated with media placements

21. Emerging Trends Advergaming ProductPlacement Branded Content SEM/SEO
The Power of Cable
Digital Magazines

22. Example: Axe Body Spray
Brand Planning Target:
“Contemporary, cool young men looking for an edge in the dating game”
Media Planning Target:
Profile of “Contemporary, cool young men” based on usage of contemporary, cool products
Media Measurement Target:
Simple demographic like “men aged 18-24

23. Monday’s Premiere Ratings

25. Example: Media Flowchart

27. SocialTV Ratings