Modern Media Planning Chapter 5 Modern Media Planning

Modern Media Planning Chapter 5

Modern Media Planning Setting Media Objectives n Deciding Media Strategies n Choosing the Media Mix n Charting the Tactical Plan n

Setting Media Objectives n The Media Target n Media Coverage and Delivery

Setting Media Objectives The Media Target General Market Measurement Target Planning target n Measurement target n

Example: Axe Body Spray n Brand Planning Target: n n Media Planning Target: n n “Contemporary, cool young men looking for an edge in the dating game” Profile of “Contemporary, cool young men” based on usage of contemporary, cool products Media Measurement Target: n Simple demographic like “men aged 18 -24

Setting Media Objectives Media Coverage n Media Delivery n Optimization or Balance n Frequency Reach

Along A Continuum Emphasis Reach Balanced Reach Awareness/ Attention Emphasis Frequency Interest Attitude/ Desire

Setting Media Objectives n Some Examples: n Emphasis Reach: • Reach 80% of women 35 -64 an average of 4 times every 4 weeks. n Emphasis Frequency: • Reach 50% of men 25 -49 an average of 3 times each week before a home football game

Deciding Media Strategies Offensive or Defensive Approach n Setting a Media Budget n Strategies to Accomplish the Objective n

Deciding Media Strategies Offensive or Defensive Approach Defensive as in protection of the current business n Offensive as in opportunistic n In Reference to ALL strategic decisions n

Deciding Media Strategies Setting a Media Budget n Objective/Task n n Match tactics (tasks) to the objective and sum the costs of all tactics Affordability n Tied to product profitability and assumes a pay-out Percentage of Sales n Competitive Spending n

Deciding Media Strategies to Accomplish the Objective n Scheduling n Specific Geography n The Media Mix

Strategies to Accomplish the Objective: Scheduling n Continuous n n Flighting n n Consistent, sustainable level of support Support in peaks with hiatus periods in between Pulsing n Consistent support with peaks and valleys

Strategies to Accomplish the Objective: Specific Geography

Strategies to Accomplish the Objective: The Media Mix n The Audience/Media Relationship n n n Media functionality Consumer involvement Availability of Resources n Time • Time to make the advertisement • Time to execute the placement n Money • Cost to make the advertisement • Cost to place the advertisement n Geographic Emphasis

Choosing the Media Mix Discriminating Factors n Effectiveness Audience use of the media n Audience coverage of the media n n Efficiency Costs per thousand audience n Costs per delivered rating point n

Charting the Tactical Plan n The Media Flowchart Shows Media used n Message/insertion timing n Costs by media n n You Can Make a Flowchart Media planning software n Project planning software n Excel spreadsheet n

Example: Media Flowchart

Summary Writing effective and measurable Reach/Frequency objectives n Deciding strategies of budget, scheduling, geography, and mix n Criteria for choosing the media mix n Flow-charting the media plan n