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Module 7

Module 7. Modules . Introduction, Media concepts, principles and math - ML Major media research resources and media tools - EC Media forms and consumption - EC/RT Media dynamics - ML Media planning principles and process - RT Buying process, mechanicals and deadlines - JL

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Module 7

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  1. Module 7

  2. Modules • Introduction, Media concepts, principles and math - ML • Major media research resources and media tools - EC • Media forms and consumption - EC/RT • Media dynamics - ML • Media planning principles and process - RT • Buying process, mechanicals and deadlines - JL • How to evaluate a media plan - RT

  3. How to assess a Media Plan • Know Your Media Basic • Media Terms • Media Principles • Media Scene • Media Research

  4. Some Jargon... • TVR : Television rating point, 1% of target audience • Universe : Number of people in a target audience • Coverage : % of target audience who saw the advertising • Frequency : No. of times that the target audience saw the advertising on average • CPT/CPM : Cost of reaching 1,000 people in target (Cost per 000) Module One

  5. Media Principles & Math • Basic relationship - TARPs/Reach/OTS/Impact • Frequency Distribution • Effective frequency level & recency theory • Scheduling Strategies – burst vs. drip • CDI/BDI Analysis – Priority target & market • Benchmarking – historic data & competitive standard Module One

  6. Major Media Research & Media Scene • Nielsen Research • ADEX & Lifestyle Report • TV, Print,Radio, Cabsat, Internet & POS • Media landscape • Inventory/Stock/Channels • Supply & Demand Pressures • New opportunities Module 2/3

  7. How to assess a Media Plan • The Marketing and Media direction must be clear and approved • Competitive posture • Target audience definition. • Geographic coverage • Timing/Seasonality • Media Budget • Positioning of the brand and media relevance

  8. How to assess a Media Plan • Evaluate Media Plan • Historical learning • Budget allocation • Our media plan versus competition • Target definition and weight • Media Delivery measure against set media benchmark

  9. Planning TV: Getting Into Detail • Weekly TARPs • Programmes • Daypart • Channel mix • CPRP

  10. Why is Programming Important? • Daypart and Channel mix help with reaching the real target audience BUT • People watch programmes, not channels or dayparts • The right programmes can have a real influence on: • mood • acceptability • credibility • emotion • recall

  11. Focus Groups - ‘Media Chemistry’ • Gives an insight into why people watch programmes and what their reasons are for liking or disliking them Gut feel/experience • Nielsen Peoplemeter are historic data. New programmes require the skill of the planner/buyer to predict the likely appeal of a new programme Creative relevance • Beauty Product – Charmed, Gilmore Girls • Financial Services – News, Ringgit Sense • Household products – Drama series

  12. Channel Mix Considerations • Share and profile of viewing is usually your starting point. • Relative value of each channel - for your target audience - must be taken into account. • This should always include achievable discounts - i.e. you may not want to “downweight” your biggest supplier! • Programming is key for all advertisers. Always consider a channel’s ability to deliver at your chosen level of weekly TVRs.

  13. Channel Mix Considerations • The major consideration in selecting channel mix is the frequency objective and over what period of time. • Each channel delivers coverage at different rates • Same channels contribute more frequency than others • The optimum channel mix will be different for 1+ coverage than for 4+ coverage • The optimum channel mix will be different for 100 TVRs than for 400 TVRs

  14. Daypart Considerations Daypart: The segmentation of the day into timebands. • Programme selection will drive the daypart strategyBUT ... • There are other considerations: • Are the target audience available to view? • Peak is a premium daypart • Are there relevant advertising/product synergiese.g. Kelloggs advertised breakfast cereals as a late night snack in late peak/late night only • Coverage objectives, peak delivers reach, daytime delivers frequency

  15. Channel Selection : Cost • Consider the relative cost per TVRs for each of the channels. • Consider the relative discounts achievable for each of the channels. Cost is a planning consideration

  16. How Can I Stand out from the Clutter? • Sheer weight - c.1000 TVRs • Heavy weekly weights - c.250 TVRs • Roadblocking - same break on every single Channel • Clock Hour-ing - one ad per hour across an evening • Top ‘n’Tail - ad at beginning and end of break • 3 ads per break • Programme synergy • Sponsorship • On-air competitions • Programme domination • Anything else you can think of!

  17. Print Planning - which route? • National Press • Dailies/Sundays? • Supplements/Reviews? • Regional Press • Genre’s Monthlies • Genre’s weeklies Review individual sector strengths and weaknesses

  18. Print Planning - which titles? • Efficiency ranking • Coverage/Reach • Cost efficiency (CPT) • Duplication • Subjective Perception • Type of reader • Environment

  19. Thinking about the impact • Specific positions e.g., • Covers/IBC/OBC/IFC • 1st DPS • Editorial endorsement • Beauty • Gardening • Page dominance • Day of the week e.g., • Thur/Fri Retailer • Sunday Considered Purchase

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