Basics of media planning

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

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

  • 1. The Basics of Media Planning
  • 2. A traditional view
  • 3. Marketing strategy MediaFeedback planner / buyer Mass media Consumer vehicle Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 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. 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.  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.  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.  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.  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.  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.  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.  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. Effectiveness, efficiency, accountability Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 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.  Best practices Worst practices Avoiding advertising clutter Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 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.  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. 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. Mounting challenges to traditional view Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 20. Rising costs of exposureFragmentation Diversification of audience of media Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 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.  … will be individualistic, personalized, intimate, playful, specific, interactive. Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 23. Mounting challenges to traditional view Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 24. Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 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.  Monitor mentions Monitor conversations Monitor competitive mentions / conversations Identification of prospects Positioning Engagement / feedback Placement Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 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.  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.  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.  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. Blog ProfileTwitter onaccount LinkedIn Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 32. Q?Alex Gorelik, Ph. D. | Tweet me: @Doc_G
  • 33. Twitter.comLinkedin.com Alex Gorelik, Ph. D. | Tweet me: @Doc_G