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The Basics of Media Planning
A traditional view
Marketing                        strategy                                                      MediaFeedback              ...
Approximate Ad Expenditure in Major Media                       (% of Total)              19                     231      ...
Approximate Ad Expenditure in Major Media                    (% of Total)             1                 10                ...
   Pros:       Exposure to adult audience with disposable income       (Somewhat) flexible format       Convenience fo...
   Pros:       Flexible format       Cost efficient       Offers prestige   Cons:       Message is perishable      ...
   Pros:       Selective targeting       Mobile       Low production costs = market immediacy   Cons:       Lack of ...
   Pros:       (Even more) selective targeting       Instant feedback       Accountability   Cons:       Prospect da...
   Pros:       Audience targeting       Long “shelf life”       Prestige       Flexible format   Cons:     Long pro...
   Pros:       Can reach most of the market       Low cost per exposure   Cons:       Image problem       Low accoun...
   The purpose is to design the best plan for    delivering ads to prospective purchasers of my    product, service, or b...
Effectiveness, efficiency, accountability             Alex Gorelik, Ph. D. | Tweet me: @Doc_G
   Narrowcast (mass customization)       Demographic       Psychographic       Geographic       Based on usage patter...
   Best practices   Worst practices   Avoiding advertising clutter                     Alex Gorelik, Ph. D. | Tweet me:...
   Effectiveness of message delivery vs. efficiency    of audience delivery   Predispositions of the audience   Qualita...
   Reach: the total audience covered by a wave of    advertising   Frequency: a number of times a prospect is    exposed...
Reach   Maximize                                                    Frequency                  Reach smallreach, sacrifice...
Mounting challenges to traditional view            Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Rising costs of               exposureFragmentation                  Diversification of audience                     of me...
The convergence     •Choice is changing the   fundamental                    •Timeliness    relationship    •Convenience  ...
   … will be    individualistic, personalized, intimate, playful,    specific, interactive.                  Alex Gorelik...
Mounting challenges to traditional view             Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
   What does the public thinks of the X initiative?   How to increase constituency satisfaction?   How to increase cons...
   Monitor mentions   Monitor conversations   Monitor competitive mentions / conversations   Identification of prospec...
   Cost per thousand (CPM)       Circulation CPM       ad cos t 1000                                 circulatio n      ...
   Click through rate   Average time of exposure   Repeat visitor rate   Convergence rate   The goal is to keep waste...
   Unique blog visitors (Google analytics)   Followers, friends   Likes, retweets   Combined influence   Social influ...
   Web Ad.vantage    http://www.webadvantage.net/internet-    marketing-services/online-media-buying-    planning   Face...
Blog                             ProfileTwitter                               onaccount                            LinkedI...
Q?Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Twitter.comLinkedin.com      Alex Gorelik, Ph. D. | Tweet me: @Doc_G
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Basics of media planning

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Discussion at the Ukrainian National Academy of Public Administration in Kharkov, Dec. 2012.

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  • Talk about the impact of Big Data
  • Again, talk about Big Data
  • In the last month before the election John McCain attended 115 townhall meetings;Barack Obama relied on social media.Social media in latest elections.
  • Blog: solid, non-perishable depository of original content The goal is to establish oneself as a thought leader.LinkedIn profile: the hub of activity The goal is to maintain a conversation with relevant professional contacts.Twitter account: brand advertising and crisis management machine. The goal is engage relevant publics in a positive conversation.
  • Examples of social advertising measurement approaches.Mobile is the preferred platform to access social, among the 25 – 45 year olds.The rise of the alternative sites, such as Pinterest. Transmedia story telling.The oversaturation with Facebook. The oversharing syndrome.
  • Transcript of "Basics of media planning"

    1. 1. The Basics of Media Planning
    2. 2. A traditional view
    3. 3. Marketing strategy MediaFeedback planner / buyer Mass media Consumer vehicle Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    4. 4. Approximate Ad Expenditure in Major Media (% of Total) 19 231 Newspapers TV 8 Direct response 7 Radio 23 Magazines 19 Outdoor Other Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    5. 5. Approximate Ad Expenditure in Major Media (% of Total) 1 10 23 Newspapers 17 TV Direct response Radio7 17 Magazines 6 Social 18 Outdoor Other Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    6. 6.  Pros:  Exposure to adult audience with disposable income  (Somewhat) flexible format  Convenience for the reader Cons:  High ad/content ratio  Growing competition  Falling circulation  Rising ad costs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    7. 7.  Pros:  Flexible format  Cost efficient  Offers prestige Cons:  Message is perishable  Growing fragmentation of audience  Ad clutter Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    8. 8.  Pros:  Selective targeting  Mobile  Low production costs = market immediacy Cons:  Lack of visual impact  Low average audience Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    9. 9.  Pros:  (Even more) selective targeting  Instant feedback  Accountability Cons:  Prospect database management problem  Image problem  Rising costs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    10. 10.  Pros:  Audience targeting  Long “shelf life”  Prestige  Flexible format Cons:  Long production cycle  Declining audience  Rising costs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    11. 11.  Pros:  Can reach most of the market  Low cost per exposure Cons:  Image problem  Low accountability  Regulation Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    12. 12.  The purpose is to design the best plan for delivering ads to prospective purchasers of my product, service, or brand. Which markets? How many prospects? Which medium / vehicles? Reach and frequency of exposure? Budget?
    13. 13. Effectiveness, efficiency, accountability Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    14. 14.  Narrowcast (mass customization)  Demographic  Psychographic  Geographic  Based on usage patterns Take advantage of tracking capabilities  From “captive audience” at live events to “captive users” in computer-mediated transactions Think messages not media Can you combine advertising and selling? Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    15. 15.  Best practices Worst practices Avoiding advertising clutter Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    16. 16.  Effectiveness of message delivery vs. efficiency of audience delivery Predispositions of the audience Qualitative environment of the message Synergistic effect Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    17. 17.  Reach: the total audience covered by a wave of advertising Frequency: a number of times a prospect is exposed to an advertisement during a given period of time Continuity: a length of time an ad runs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    18. 18. Reach Maximize Frequency Reach smallreach, sacrifice Continuing Continuity number of frequency to campaign to prospects asexpose level of reach selected many time as prospects prospects possible many times during a blitz campaign Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    19. 19. Mounting challenges to traditional view Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    20. 20. Rising costs of exposureFragmentation Diversification of audience of media Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    21. 21. The convergence •Choice is changing the fundamental •Timeliness relationship •Convenience amongmedia, audiences •Qualityand advertisers: •Control/interactivity Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    22. 22.  … will be individualistic, personalized, intimate, playful, specific, interactive. Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    23. 23. Mounting challenges to traditional view Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    24. 24. Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    25. 25.  What does the public thinks of the X initiative? How to increase constituency satisfaction? How to increase constituency engagement? What are the priorities (share of mind) of the constituency? Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    26. 26.  Monitor mentions Monitor conversations Monitor competitive mentions / conversations Identification of prospects Positioning Engagement / feedback Placement Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    27. 27.  Cost per thousand (CPM)  Circulation CPM ad cos t 1000 circulatio n  Market CPM ad cos t 1000 market The goal is to keep waste exposure at a minimum Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    28. 28.  Click through rate Average time of exposure Repeat visitor rate Convergence rate The goal is to keep waste exposure at a minimum Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    29. 29.  Unique blog visitors (Google analytics) Followers, friends Likes, retweets Combined influence Social influence score (Klout, PeakYou, etc.) Convergence rate The goal is to maximize conversation leading to convergence Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    30. 30.  Web Ad.vantage http://www.webadvantage.net/internet- marketing-services/online-media-buying- planning Facebook Social Ads http://www.facebook.com/advertising/ AppSavvy http://www.appssavvy.com/ Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    31. 31. Blog ProfileTwitter onaccount LinkedIn Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    32. 32. Q?Alex Gorelik, Ph. D. | Tweet me: @Doc_G
    33. 33. Twitter.comLinkedin.com Alex Gorelik, Ph. D. | Tweet me: @Doc_G
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