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MEDIA PLANNING DYNAMICS. I. MEDIA PLANNING. I. MEDIA PLANNING. INTRODUCTION THE PROCESS OF DETERMINING HOW ADVERTISING SPACE AND TIME WILL BE USED TO ATTAIN MARKETING OBJECTIVES. I. MEDIA PLANNING. WHY MEDIA PLANNING SO IMPORTANT NOW?. I. MEDIA PLANNING. 1. LEVEL OF CLUTTER ON TV/PRESS
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I. MEDIA PLANNING INTRODUCTION THE PROCESS OF DETERMINING HOW ADVERTISING SPACE AND TIME WILL BE USED TO ATTAIN MARKETING OBJECTIVES
I. MEDIA PLANNING WHY MEDIA PLANNING SO IMPORTANT NOW?
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
I. MEDIA PLANNING 2.MEDIAISEXPENSIVE
I. MEDIA PLANNING 3.MEDIA COVERAGE IS “DISTRIBUTION”
I. Media Planning 4. NEW MARKETING CONCEPTS PRODUCT PLACEMENT PUBLICITY VIRAL MARKETING
I. MEDIA PLANNING 5. INCREASED DEMAND OF ACCOUNTIBILITY
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
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
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
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.
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
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)
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
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
I. MEDIA PLANNING MEDIA PLANNING PROCESS MEDIA MIX INCLUDED TV,RADIO, NEWSPAPER, OOH, IN-STORE DISPLAYS WITH BRAND ACTIVATION AND PUBLICITY
II. MEDIA OBJECTIVES MARKETING COMMUNICATION PLANNING STARTS WITH SETTING UP MEDIA OBJECTIVES
II. MEDIA OBJECTIVES 1. TARGET MARKET 2. COMMUNICATION GOALS
II. MEDIA OBJECTIVES TARGET MARKET • DEMOGRAPHY • PSYCHOGRAPHY • GEOGRAPHICAL • BEHAVIORAL • ATTITUDENAL • VOLUMETRIC • PRIMARY/SECONDARY-WHO BUYS. WHO CONSUMES
II. MEDIA OBJECTIVES CORE TARGET • TARGET EPICENTRE • BULLS EYE • INSPIRATION GROUP
II. MEDIA OBJECTIVES WHAT IS OUR TARGET FOR AND AGAINST?
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?
II. MEDIA OBJECTIVESMULTI MEDIA HABBITS REGULAR + OCCASIONAL MEDIA CONSUMERS
II. MEDIA OBJECTIVES COMMUNICATION GOALS TO WHAT DEGREE THE TARGET AUDIENCE MUST BE EXPOSED TO BRAND MESSAGES TO ATTAIN MARKETING AND ADVERTISING OBJECTIVES
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%
II. MEDIA OBJECTIVES REACH.FREQUENCY.GRP.SOV.SOS
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
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
II. MEDIA OBJECTIVES REACH MEASURES AUDIENCE OVER TIME IT IS ALWAYS DEFINED FOR A CERTAIN PERIOD OF TIME
II. MEDIA OBJECTIVES REACH MAY GROW FROM 10% IN THE 1ST. WEEK TO 70% AT THE END OF A 2 MONTH CAMPAIGN
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
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
II. MEDIA OBJECTIVES ADVERTISING EXPOSURE
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
II. MEDIA OBJECTIVES ADVERTISING EXPOSURE ADVERTISING EXPOSURE MAY BE 50-60% OF A TV RATING OR 70-75% OF A NEWSPAPER RATING
II. MEDIA OBJECTIVES FREQUENCY
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
II. MEDIA OBJECTIVES AVERAGEFREQUENCY
II. MEDIA OBJECTIVES AVERAGE FREQUENCY ON AN AVERAGE AN OPPURTUNITY TO SEE AN AD IN A CAMPAIGN BY VIEWERS
II. MEDIA OBJECTIVES AVERAGE FREQUENCY IT IS DIFFERENT FROM FREQUENCY AVERAGE FREQUENCY REFLECTS THE AVERAGE CHANCE OF REPITITION IT SHOWS GENERAL FREQUENCY PERFORMANCE
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