Rossiter & Percy, 1997

1. On average, over 90 percent of the total advertising budget is spent in media…. So, monetarily at least, media planning is the most important of advertising and promotion. Rossiter & Percy, 1997

2. Marketing Communications Lecture 6 Media Planning

3. The Marketing Communications Process model (P&B)

4. What is media ? A marketing communications medium is anything that is capable of carrying or transmitting a marketing communications message to one or more people

6. Steps in media planning Assess the communications environment Describe the target audience Set the media objectives Select the media mix Buy media

7. 1. Assess the communications environment • Get acquainted with all regulations and legal aspects • Communication efforts of competition: • Category spending • Share of voice (SOV)=brand’s ad spending / total category spending • Media mix

8. 2. Target audience description • Demographic • Psychographic • Behaviour • Media preferences • What TV? • What radio?

9. Media objectives • Reach • Frequency • Weight • Continuity • Cost

10. Reach and Frequency • Reach – how many of the target audience have been exposed at least once to the message (Reach = Gross Reach – duplicated audience) • Frequency – number of times a member of the target audience has been exposed to the media/message

11. Mn= 1 – (1 - )ⁿ Mn = memorisation after n exposures  - medium specific memorisation rate Source: Quattro Saatchi, Belgium, 2003

12. Number of contacts for different media Source: Quattro Saatchi, Belgium, 2003

13. Gross Rating Point (GRP) • Weight – the gross number of advertising messages or exposure opportunities delivered by the vehicles in a schedule. The weight of a campaign is typically expressed by GRPs. • GRP = f x r f – frequency of media vehicle r – percentage reach of media vehicle

18. Continuity • Continuous schedule • Pulsing schedule • Flighting schedule

19. Cost • Cost per thousand (CPM) CPM = (cost of medium/total reach)x1000 • Cost per thousand of target market (CPM-TM) CPM-TM = (cost of medium/reach)x1000

21. Media mix criteria

22. Media selection for industrial (B2B) advertisers

23. Advantages Reaches large audiences Visual and audio Maximum flexibilityfor gaining attention Image builder Disadvantages Not easy to targetselected audiences Relatively expensive Requires productionspecialists Short exposuretime Television

24. Advantages Audio capabilities Relatively low cost Short lead time Segments audiencesdemographically andgeographically Large audience reach Good for repetition Disadvantages No visual capabilities Creative limitations Short exposure time Little flexibility togain attention (wallpaper syndrome) Radio

25. Advantages Large audience reach Segments audiencesby locale Short lead time for placement Credibility of newspaper influences audience Disadvantages May be expensive Lacks creative flexibility Limited reproduction quality Short life Newspaper

26. Advantages Many repeat exposures for one appearance Able to select key geographic areas Accessible for local ads Low cost per impression Large, spectacular ads possible Disadvantages Complexity of message is limited Cannot segmentaudience Short exposure time.. Outdoor

27. Advantages Reaches demographicand geographicsegments High quality reproduction Lasts as long asmagazine is kept andread Benefits frommagazine’s credibility Disadvantages Long lead times Limited flexibility to gain attention No complete control of position in magazine Magazine

28. Reading • Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications Prentice Hal, Chapters 5, 21 • De Pelsmacker, P. Geuens, M., and Van Den Bergh ,J. (2004) Marketing Communications, Prentice Hall, London, Chapter 8 • Fill, C. (2005) Marketing Communications Prentice Hall, London, chapter 22