1 / 266

MEDIA PLANNING DYNAMICS

Understand the process, objectives, and strategies of media planning for a successful Dove shampoo launch in Pakistan targeting females 18-45 with LSM 7+.

srothman
Download Presentation

MEDIA PLANNING DYNAMICS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MEDIA PLANNING DYNAMICS

  2. I. MEDIA PLANNING

  3. I. MEDIA PLANNING INTRODUCTION THE PROCESS OF DETERMINING HOW ADVERTISING SPACE AND TIME WILL BE USED TO ATTAIN MARKETING OBJECTIVES

  4. I. MEDIA PLANNING WHY MEDIA PLANNING SO IMPORTANT NOW?

  5. I. MEDIA PLANNING 1. LEVEL OF CLUTTER ON TV/PRESS • 1100,000 TVCS IN 2014 • 21,154 PER WEEK • 3015 DAILY • 63:37 AD CONTENT RATIOS IN NPs

  6. I. MEDIA PLANNING 2.MEDIAISEXPENSIVE

  7. I. MEDIA PLANNING 3.MEDIA COVERAGE IS “DISTRIBUTION”

  8. I. Media Planning 4. NEW MARKETING CONCEPTS PRODUCT PLACEMENT PUBLICITY VIRAL MARKETING

  9. I. MEDIA PLANNING 5. INCREASED DEMAND OF ACCOUNTIBILITY

  10. I. MEDIA PLANNING MEDIA PLANNING PROCESS • THE PROCESS BEGINS WITH THE MARKETING GOALS OF A BRAND • BRAND MANAGERS ARTICULATE ADVERTISING OBJECTIVES IN THEIR AD BRIEFS

  11. Dove Ad Brief Job-to-be-Done • Launch Dove Shampoo in Pakistan. Create White Space • Achieve TOM Awareness Target of 3% within 1st year of the launch • Launch it at the same price as of SSK at the moment • Ambush Pentene and let SSK take the lead while Pentene gets busy countering you

  12. Dove Ad Brief Communication Idea: • “Touching is believing”. It will be an international TVC of 30secs with decent shots so don’t think airing on PTV would be a problem

  13. Dove Ad Brief Target Audience- Females 18-45, LSM 7+ Volumetric: (category consumption, brand / variant loyalty) Current shampoo consumption in Pakistan is approx 140ml. The category is big with still a lot of potential. Dove as a brand is chic, soft and light. Loyalty can’t be determined as yet Available in top 10 towns only.

  14. Dove Ad Brief Attitudinal: (consumer values) Spirited, Provocative, Charismatic, Witty, Passion for beauty Females who loves to have soft and silky hair and look natural

  15. Dove Ad Brief Socio-demographic: (age, sex, class, income, etc) Woman, not a girl; Vanity is a pleasure; No matter what her role is, she shows unconstrained femininity, Look is nothing without spirit; Has champagne taste on a Pepsi budget; Enjoys compliments (but not necessarily look for them)

  16. Dove Ad Brief LSM 7+, Educated, Have the propensity to buy an expensive brand. Image and brand matters to them. They want to keep their lives simple and maintain a natural look

  17. I. MEDIA PLANNING MEDIA PLANNING PROCESS THEY ASSIGNED AN AD BUDGET OF MORE THAN Rs. 1.5 B TO ACHIEVE MEDIA OBJECTIVES OF REACHING OUT TO 80% OF HOUSEWIVES

  18. I. MEDIA PLANNING MEDIA PLANNING PROCESS MEDIA MIX INCLUDED TV,RADIO, NEWSPAPER, OOH, IN-STORE DISPLAYS WITH BRAND ACTIVATION AND PUBLICITY

  19. II. MEDIA OBJECTIVES

  20. II. MEDIA OBJECTIVES MARKETING COMMUNICATION PLANNING STARTS WITH SETTING UP MEDIA OBJECTIVES

  21. II. MEDIA OBJECTIVES 1. TARGET MARKET 2. COMMUNICATION GOALS

  22. II. MEDIA OBJECTIVES TARGET MARKET • DEMOGRAPHY • PSYCHOGRAPHY • GEOGRAPHICAL • BEHAVIORAL • ATTITUDENAL • VOLUMETRIC • PRIMARY/SECONDARY-WHO BUYS. WHO CONSUMES

  23. II. MEDIA OBJECTIVES CORE TARGET • TARGET EPICENTRE • BULLS EYE • INSPIRATION GROUP

  24. II. MEDIA OBJECTIVES

  25. II. MEDIA OBJECTIVES WHAT IS OUR TARGET FOR AND AGAINST?

  26. II. MEDIA OBJECTIVES 24-HOUR CLOCK-A DAY IN THE LIFE • TIME OF THE DAY • DOING WHAT? • WHERE? • BRAND MESSAGES EXPOSED • IMPACT? • RECEPTIVENESS TO MESSAGES?

  27. II. MEDIA OBJECTIVESMULTI MEDIA HABBITS REGULAR + OCCASIONAL MEDIA CONSUMERS

  28. Radio listenership (By Age & Gender)

  29. II. MEDIA OBJECTIVES COMMUNICATION GOALS TO WHAT DEGREE THE TARGET AUDIENCE MUST BE EXPOSED TO BRAND MESSAGES TO ATTAIN MARKETING AND ADVERTISING OBJECTIVES

  30. II. MEDIA OBJECTIVES -80% TARGET MARKET WILL SEE THE TVC AT LEAST 3 TIMES DURING FIRST QUARTER -AD RECALL WILL BE 55%LEADING TO AN INCREASE IN MARKET SHARE OF 5%

  31. II. MEDIA OBJECTIVES REACH.FREQUENCY.GRP.SOV.SOS

  32. II. MEDIA OBJECTIVES REACH TOTAL NO. OF PEOPLE EXPOSED TO A MEDIA PLAN AT LEAST ONCE ALWAYS EXPRESSED IN % BUT OFTEN USED ONLY AS A NUMBER

  33. II. MEDIA OBJECTIVES IF A MEDIA PLAN TARGETS 10 M OF HOUSEWIVES WHO ARE 20-25 YEARS OLD, THEN A REACH OF 75 MEANS 7.5 M TARGET AUDIENCE WILL BE EXPOSED TO AN AD

  34. II. MEDIA OBJECTIVES REACH MEASURES AUDIENCE OVER TIME IT IS ALWAYS DEFINED FOR A CERTAIN PERIOD OF TIME

  35. II. MEDIA OBJECTIVES REACH MAY GROW FROM 10% IN THE 1ST. WEEK TO 70% AT THE END OF A 2 MONTH CAMPAIGN

  36. II. MEDIA OBJECTIVES DUPLICATED REACH • Percentage of the target audience for one spot that is also exposed to another spot Spot A Total Audience = 9 Target: M18-34 Universe = 10 DUPLICATED REACH = 30% = 3/10 Rating

  37. II. MEDIA OBJECTIVES RATINGS NO OF INDIVUALS EXPOSED TO A MEDIA VEHCILE -% OF PEOPLE WHO READ DAWN - % OF PEOPLE WHO WATCH STAR+ - RATINGS ARE EXPRESSED IN % OR A SIMPLE NO BUT DUE TO DUPLICATION, MAY ADD UP TO MORE THAN 100

  38. II. MEDIA OBJECTIVES ADVERTISING EXPOSURE

  39. II. MEDIA OBJECTIVES ADVERTISING EXPOSURE IT REFLECTS HOW MANY PEOPLE ACTUALLY SAW AN AD BUT IT IS RARELY MEASURED AND MEDIA PLANNERS USE RATINGS AS A SUBSTITUTE OF ADVERTISING EXPOSURE

  40. II. MEDIA OBJECTIVES ADVERTISING EXPOSURE ADVERTISING EXPOSURE MAY BE 50-60% OF A TV RATING OR 70-75% OF A NEWSPAPER RATING

  41. II. MEDIA OBJECTIVES FREQUENCY

  42. II. MEDIA OBJECTIVES FREQUENCY FREQUENCY IS A MEASURE OF REPITITION NO OF TIMES AN AD IS AIRED IN TV OR NEWSPAPER/MAGAZINE ALSO KNOWN AS OTS

  43. The Difference between Reach and Frequency

  44. II. MEDIA OBJECTIVES AVERAGEFREQUENCY

  45. II. MEDIA OBJECTIVES AVERAGE FREQUENCY ON AN AVERAGE AN OPPURTUNITY TO SEE AN AD IN A CAMPAIGN BY VIEWERS

  46. II. MEDIA OBJECTIVES AVERAGE FREQUENCY IT IS DIFFERENT FROM FREQUENCY AVERAGE FREQUENCY REFLECTS THE AVERAGE CHANCE OF REPITITION IT SHOWS GENERAL FREQUENCY PERFORMANCE

  47. II. MEDIA OBJECTIVES AVERAGEFREQUENCY Average Frequency of 4.0 means that, as an average, every person reached has seen the commercial 4 times. This is an average, which means that some people will have seen the commercial more times, and some less

More Related