PROBLEMS IN MEDIA PLANNING

1. PROBLEMS IN MEDIA PLANNING • Insufficient media data • Lack of objectivity • Time pressures • External influences • Pressure to produce creative media plans • Institutional influences on media decisions • Measuring advertising effectiveness

2. Chapter 4Exploring the Media

3. Major Media Forms Changing Rooms Television Out of Home Internet Newspapers Digital Radio Cinema Magazines Broadcast Sponsorship Direct mail Postcards

4. Television Radio Newspapers Newspaper Supplements Magazines Cinema Out-of-home Media Digital Media Major Media Forms

5. Reported Channels (Daily rating reports/15 min) Reported Channels (Daily rating reports/min) • Bugün TV • Cine 5 • Cnn Türk • Haber Türk • Halk TV • Kanal A • Karadeniz • mcTV • Mehtap • NTV • NTV Spor • Skytürk 360 • STV Haber • TGRT Haber • TRT Çocuk • TRT Haber • TRT Spor • TV 2 • TV 4 • TV 8 • TVem • Ulusal Kanal • Ülke TV • Yumurcak TV TV Channels in Turkey • Atv • Fox TV • Kanal D • Kanal 7 • Kanal Türk • Samanyolu TV • Show TV • Star TV • TRT 1 TRT is using its own measurement company; SBS.

6. TV Ratings (Daily average according to TV channels) Source: OMD, onmediaweekly 2013 43. week report

7. TV Channels Shares (1-15 October 2013) Source: http://www.connectedvivaki.com/wp-content/uploads/2013/10/shr2.png

8. Example of a TV Plan

9. Spots • Sponsorships • Participations • Advertorials • Product placements • Digital ads • Banner ads • Tele-Marketing ads • Advertising generics Types of TV Advertising

10. TVSWOTAnalysis Strengts 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 • High production cost • High clutter • Waste investment for small sized target audiences Threats Opportunities • Rise of digital media • Intense usage of competitors from the same product category • Sponsorship opportunities • Provides customized content for focused target audience

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12. Types of radio stations • National • Regional • Local • Web • Quality of the audience, program formats, reach and listenership data are important in radio planning. • Radio can be bought either by directly negotiating with radio station • or by radio networks. Radio

13. Ipsos KMG is the company that measures radio since 2003. • RIAK (Radyo İzleme Araştırma Kurulu) is controlling the research. • RIAK consists members from Foundation of Turkish Advertising • Agencies, Foundation of Turkish Advertisers, media planning and • buying agencies, RATEM (Radyo TV Yayıncıları Meslek Birliği) • and radio stations. • Research is also controlled by academicians. How is radio measured?

14. Research is conducted every month and reported with the • last three months’ data. • Households fill in the diaries. • Universe of the research is 23.370.000 people who are • older than 12 years of age living in semi-urban areas. • (11.700 people fill in diaries) How is radio listenership measured?

15. Diary Format

16. General radio listenership • Profile of radio listeners • Radio listening places • Radio listening tools • Listenership according to the days of a week • Reach • Mostly listened radio program types • Listenership rates according to the radio stations What kind of information do we get from radio research?

17. Radio reach according to time slots Source: http://www.riak.org.tr/index.php?option=com_content&task=view&id=32&Itemid=64

18. Radio reach according to job Source: http://www.riak.org.tr/index.php?option=com_content&task=view&id=32&Itemid=64

19. Radio SWOT Analysis Strengths Weaknesses • 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 • 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 Opportunities Threats • Fragmentation • Clutter

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21. Types of newspaper ads: • Display ads: An advertisement in a newspaper and magazine that uses • graphics, logos, colors, special designs with text. • Classified ads: Advertising by individuals or local business • to sell goods. • Advertising in newspapers can be purchased in many ways: • B/W, color • Any size: 9clms*53,5cm full page ad, 9 clms*26.5cm half page ad, • 4clms*25cm A4 size ad • Different zones can be selected for ads. (Aegean, Black Sea... zones) Newspapers

22. BIAK (Basın İzleme ve Araştırma Kurumu) coordinates the research. BIAK consists members from Foundation of Turkish Advertising Agencies, Foundation of Turkish Advertisers and International Advertising Association. • Research is also controlled by academicians. • Questionnaires are answered by each person in the sample. • Nielsen Media Research reports the spendings in print media. • Circulation reports are reported by magazine distribution companies such as Yaysat and Turkuvaz. How is print media measured?

23. General readership data of newspapers • Profile of print media audience • Readership according to different newspapers • Readership profile according to different newspapers • How much time spent when reading newspapers • Pass along reader coefficient by each newspaper • Readership according to the supplements What kind of information do we get from print research?

24. Examples of Data Obtained from BİAK • Reach of newspapers, newspaper supplements and monthly/weekly magazines according to the target audience • HürriyetNewspaper reach in 20+ ABC1 target audience is 20% (REACH) • 45% of Posta readers are in the target audience of 18-44 ABC1 C2 alcohol consumers (PROFILE) • Duplication Data • In 18+ female target audience group, 25% of Posta readers read Sabah at the same time.(DUPLICATION) • Optimization according to Reach and Frequency - In this target audience, after 5 frequencies of Posta, it is not possible to get extra reach. Its reach stays as 45%.

26. Ölçülebilir mecraların net yayın gelirleri : Example of a Newspaper Plan

27. 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 • 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 • Possibilty of low production quality • Short shelf life • High cost in the use of big and colorful advertisements Opportunities Threats • Fragmanted audiences • Circulations of some newspapers do not depend on sales • Clutter

28. Ölçülebilir mecraların net yayın gelirleri : Best Newspaper Media Usage Türk Telekom Telefon Kütüphanesi

29. Ölçülebilir mecraların net yayın gelirleri : Newspaper Supplements • They are delivered usually with newspapers at the weekends or • on some weekdays • They address to special audience • Good vehicle for advertisers in order to reach selective markets • They increase the circulations of newspapers at the weekends

30. Ölçülebilir mecraların net yayın gelirleri : • Magazines are classified according to their editorial focus • in media planning. • Closing dates for monthlies: 15th of each month for the following • month.Closing dates for weeklies: 5 days before the publication. • Position, color and size of the ad is important for magazines. • Primary Magazine Networks in Turkey: Doğan, Doğuş, Çalık, Ciner Magazines

31. Factors that influence magazine media planning • Geography: National magazine or regional edition • Demographics: Special editions for different groups based on demographic traits. E.g. : College Edition of Newsweek. • Editorial Content: Each magazine’s widely used category. E.g. : Forbes (Business), Reader’s Digest (general editorial) • Physical Characteristics: Size of the magazine, Quality of paper • Ownership: Owned by publishing groups? or by an organization? or by a consumer company? • Distiribution and Circulation: Subscription or single- copy sales

32. Magazine SWOT Analysis Weaknesses Strengths • High reader participation for particular magazines/ interactivity • Relationship identified with the magazine • Long-lived messages • Detailed visual usage: More detailed information • Not easy to use as much as TV after making decision • Slow in building reach 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

33. Best Magazine Media Usage The Axe Effect Project

34. Typical formats: Advertisements before the film Advertisements at the break Sponsorship of the film Sponsorship of the movie theater Sponsorship of the canteen Advertising at the foyer Special activities Product placement in movies Cinema Advertising

35. Ticket sales are taken from movie theaters by Fida Film, • Energy Media and Warner Bros. • Total advertising seconds and total advertising spendings are also • analysed in cinema planning. These data can be obtained from • Internet Movie Database. Nielsen Media Research reports spendings • according to the movie theater basis. • Information about demographic and psychographic characteristics • of cinema audience is reported by the research of TGI. How is cinema measured?

36. Turkey- Top Ten Film Viewers42. Week (Fri.-Sat.-Sun.) Source: OMD, onmediaweekly report

37. Cinema SWOT Analysis Weaknesses Strengths • Cinema packages • Foyer activities • Product placement in movie theaters • Low level of reach in total • High impact • Young audience • Long-term use Opportunities Threats • Video ve DVD

38. Ölçülebilir mecraların net yayın gelirleri : Cinema Media Usage Interactive Cinema Game Project

39. Ölçülebilir mecraların net yayın gelirleri : Posters, walls, billboards, bus stops, transit, instore, place-based, baloons, skywriting, homeboards.... Can be purchased either nationally or locally. www.wall.com.tr http://www.stroer.com.tr/ www.clearchannel.com.tr Out-of-home Media

40. Advertising expenditures are reported by the outdoor companies. • (Birlik Medya, Clear Channel, Era Outdoor, Lift Medya, Media Pole, • Ströer, Wall, Yaratıcı Mecralar…) • # of billboards, faces, city light posters, megaboards.... which each • Advertiser uses can be analysed from the data those are reported by • the outdoor companies and Nielson Media. How is outdoor measured?

41. Tips on How to Plan for and Use Outdoor Advertising for Maximum Effectiveness • Brand Image Build-Up: The 30-day posting period is long enough so that these exposures can help for long term brand image. • Speaking the Language of Consumers: The compact information of outdoor advertising matches consumers’ limited time so we should consider time-starved consumers. • Clarity of Focus: Usually the shorter the outdoor ad copy, the more effective the message. • A Gigantic Canvas: Successful outdoor billboards are seen as “gigantic canvas” which links brand with relevant icons and symbols. • Frequency of Exposure: Frequent exposure over an extended time period is a primary benefit of outdoor. • Brand Image Touch-Up: The necessity of a dynamic and updated imagery of outdoor is an important tool in brand touch-ups. • The Power of Visual: Some brands on food and fashion use visually driven creative as the brand’s raison d'être (reason for existence) • A Friend in the Neighborhood: Rather than building a brand on differentiation, brands can use outdoor to deliver consistent exposure of brand personality.

42. Out-of-Home SWOT Analysis Strengths Weaknesses • Creative application opportunities • Innovation • Special printing techniques • Improvement of material quality • 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

43. Best Out-of-home Media Usain Bolt Bu Defa İstiklal’de Koştu! Yer: Taksim Meydanı-Tünel Tarih: Mart-Nisan 2012, Cuma-Cumartesi geceleri Amaç: Dünya Atletizm Şampiyonası 2012 Ana Sponsoru Visa’nın hızını vurgulamak Olay: Usain Bolt İstiklal Caddesi binalarının üzerinde koştu! Sonuç: Şaşkın Beyoğlu ziyaretçileri, ilk kez yapılan uygulama

44. Out-of-home Media Outdoors in New York Outdoors in New York

45. Out-of-home Media

46. Out-of-home Media Outdoors in London

47. Out-of-home Media

48. Out-of-home Media

49. Out-of-home Media

50. Ölçülebilir mecraların net yayın gelirleri : Out-of-home Media