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Media Objectives, Strategies and Planning

Media Objectives, Strategies and Planning. Major Factors in Creating and Building a Media Plan Media as a canvass to paint portraits of client’s brands. Media Questions. Two basic processes:

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Media Objectives, Strategies and Planning

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  1. Media Objectives, Strategies and Planning Major Factors in Creating and Building a Media Plan Media as a canvass to paint portraits of client’s brands.

  2. Media Questions Two basic processes: • Planning media strategy, including the specific types of consumers/audiences the messages will be directed to. • Selecting and Buying media vehicles. • Media planning is both an art and a science. An essential part of the advertising business.

  3. Media Questions • Where should we advertise? • Which media vehicles? • When during the year? • Should we concentrate our advertising? • How often should it run? • What opportunities are there to integrate our media planning with other Promotion or Communication tools?

  4. Media Objectives, Strategies and Planning • Planners direct the messages to the right people at the right time in the right environments. • TV: Networks, syndication, local, cable, satellite. • National, Regional and Local issues • Non traditional: In flights, parking meters, blimps, shopping carts, milk cartons, litter cans, taxis, sponsorships.

  5. Media Objectives, Strategies and Planning • Increasing media choices and options • Audience fragmentation • Costs and rate hikes • What has worked in the past: Coupons, key codes, mentions. • Multimedia, and interactive • Diverse audiences • And more

  6. Broadcast TV Cable TV (Limited) Movies/Cinema Adv. AM/FM radio Reel to Reel tape Telephone Postal Mail Newspapers Magazines (9K) Books 1966: 24 hours a day 2009: 24 hours a day Broadcast TV, Cable TV, Pay TV, VOD Satellite TV and Radio Movies/Cinema Adv. AM/FM radio Telephone and Mobile phone Postal Mail Newspapers, Magazines (17K titles) CD, cassette, MP3, VCR, DVD, PVR Internet and web, including email, web browsing, PC gaming, Music downloading, P2P PDA’s, Pagers, Console and Game Devices Commonly Available Media Vehicles 1966 vs. 2009

  7. Broad segments of Alternative Media • Out-of-home, online, branded entertainment, mobile and interactive, all posted double-digit growth. • Branded entertainment, including product placement, event marketing/sponsorships, webisodes and advergaming will grow. • Product placements will +45%, reach $850 million.

  8. Media Objectives, Strategies and Planning Major Factors: • 1. Target Market. Whom are you going to sell to? • Demographic, geographic and psychographics characteristics • 2. Where is product or service distributed? • Local, regional, national or selected markets • Remember BDI and CDI’s

  9. Media Objectives, Strategies and Planning • 3. What is Budget? • Percentage of sales • Share of Market and Share of Voice • Objective and Task/Fee-based • Unit of Sales and Case Rate • Performance-based/Targets reached • Competition • Test Market • Experimental • Computer modeling • Affordable and Available Funds

  10. Media Objectives, Strategies and Planning • 4. What is Competition Doing? • Budgets • Which Media? • Which Schedules? • And more

  11. Media Objectives, Strategies and Planning • 5. Nature of Message? • Electronic/Broadcast • Print • Color/B&W • Demonstration • Simple Statements

  12. Media Objectives, Strategies and Planning • 6. Reach vs. Frequency vs. Continuity (Continuous Schedule)

  13. Media Objectives, Strategies and Planning

  14. Media Objectives, Strategies and Planning Reach (Cume) • The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. During the course of the schedule illustrated, seven different households were exposed to the spot at least once. Since each home represents 10 % of the universe, this makes the reach or cume 70%.

  15. Media Objectives, Strategies and Planning Frequency • Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.

  16. Media Objectives, Strategies and Planning Continuity/Continuous Schedule • Advertising runs steadily and varies little. Compare with: • Flighting and Pulsing with scheduling

  17. Media Objectives, Strategies and Planning • Rating (RTG or %): • The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.

  18. Media Objectives, Strategies and Planning • RATING =   households tuned in to a given program                             all households with television • SHARE =       households tuned in to a given program                           all households tuned in to TV at that time (HUT)(more simply: share measures the percentage of all TV sets in use watching a particular program)Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore:400,0001,000,000 =    .40, or a rating of 40At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience isShare =        400,000                      800,000    = .50, or a rating of 50If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.

  19. Media Objectives, Strategies and Planning • Engagement is a term and a media subject: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” • Length of time. • Brand Exposure Duration (BDX)= Views x segment length x (% of segment viewed)

  20. Media Objectives, Strategies and Planning • 7. Media Mix • Combination of different media, and size of ads • Which Media? • Which Schedules? • And more

  21. Media Objectives, Strategies and Planning • 8. Seasonality and Length of Schedule? • Hot tea vs. Cold tea? • Snow blowers, toothpaste, coffee. • Morning Drive and Evening Drive • Flighting • Pulsing

  22. Media Objectives, Strategies and Planning • 9. Tie-ins with Merchandising and Sales Force? • Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets. • Which Media? • Events • Super Bowl • Academy Awards • Sports • Which Schedules? • And more

  23. Media Objectives, Strategies and Planning Where? 56.9% of media exposure took place in the home, but 21.1% took place at work, 8.3% in the car and 13.7% in other locations.

  24. Budgets Messages Promotion Mix Continuity 4P’s and 9P’s Competition Closing Dates Reach Targets Commitments Timing Specials Frequency Messages Media Objectives, Strategies and Planning10. Flexibility

  25. Media Objectives, Strategies and Planning • 11. Cost Efficiencies • Which Media? • Which Schedules? • Which Vehicles?

  26. Media Objectives, Strategies and Planning • Advertising is an investment in future sales. • It’s greatest powers are in short-term promotions and its cumulative long-range effects. • And more

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