& Media The Marketing of Messages
Building The Media Plan:
Building The Media Plan: 4 Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost.
Building The Media Plan: 4 The Media Plan is… 8 a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: 3 Goal-Oriented - increase sales/share 3 Make sense - effective/efficient 3 Manageable - can be executed, flexible, developed before the buy.
Building The Media Plan: 4 Media Objectives 8 WHAT your Media Plan hopes to achieve 4 Media Strategies 8 HOW the Media Objective will be implemented
Building The Media Plan: 4 Evaluation & Analysis 4 Planning Media Objectives 4 Media Strategies 4 The Media Buy 4 Post-Buy Analysis
Building The Media Plan: 4 Evaluation & Analysis 8 Seasonality 8 8 8 8 Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity
Building The Media Plan: 4 Evaluation & Analysis 4 + Problems & Opportunities 8 Similar to Situation Analysis 4 Becomes foundation for… The Media Plan
Building The Media Plan: 4 Planning Media Objectives 8 Target Audience 8 Seasonality 8 Geography 8 Reach & Frequency
Building The Media Plan: 4 Planning Media Objectives 8 Target Audience Profile 3 Demographics 3 Product Usage (Heavy/Med/Light) 3 Media Usage 5 PMN - Personal Media Network l Media Consumption l Core Audience l Aperture (Time/Place/Circumstance)
Building The Media Plan: 4 Planning Media Objectives 8 Seasonality 3 Seasonal sales 3 Media Efficiency 3 Competitive media presence 3 Promotions Scheduled
Building The Media Plan: 4 Planning Media Objectives 8 Geographic Considerations 3 Distribution 5 National/Regional/Local 3 Budget 5 National/Regional/Local 3 Competition 5 Offensive or Defensive Strategy? 3 Sales by Market
Building The Media Plan: 4 Planning Media Objectives 8 Reach and Frequency 3 Consumer Motivation 3 Purchase Cycle 3 Purchase Decision 3 Message Complexity 3 Ad Effectiveness/Memorability 3 Commercial Length 3 Time of Day/Attention 3 Competition
Building The Media Plan: 4 Planning Media Strategies 8 8 8 8 Nature of Media/Message Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that don’t fit Brand Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad
Building The Media Plan: 4 Planning Media Strategies 8 Media Efficiencies - CPM 3 CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media. 3 The following is a comparison of costefficiency for reaching Women 18 -49
4 Building The Media Plan: CPM - Women 18 -49 Network Radio : 30 Day Network : 30 Cable TV : 30 Print 4 -color page AM Network : 30 Late Night : 30 Syndication : 30 Evening News : 30 Prime Network : 30 2. 81 5. 35 6. 05 7. 67 11. 14 12. 22 13. 29 17. 80 18. 31
Building The Media Plan: 4 Planning Media Strategies 8 Scheduling Strategies 3 Four Types of Ad Schedules:
Building The Media Plan: 4 The Media Buy (Implementation) 8 Buying - a separate function 3 Involves tough-minded negotiating 3 Involves long-term relationships 8 Media Buying Services 3 Growing field - specialists 3 Part of “unbundling”
Building The Media Plan: 4 Post-Buy Analysis 8 Measure actual performance 3 Media “guarantees” 3 Involves large amounts of $ 8 If below guarantee, media must provide a “make-good. ” 8 And, if you do a good job…
Building The Media Plan: You Get to Do It Again Next Year!
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