Your SlideShare is downloading. ×
National Youth Media Campaign
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

National Youth Media Campaign


Published on

Published in: News & Politics, Business
1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide
  • Transcript

    • 1. NATIONAL YOUTH MEDIA CAMPAIGN Media Plan Recommendation April, 1998
    • 2. Table of Contents
      • I. Media Plan Development Process
      • II. Overall Media Objectives
      • III. Media Strategies
        • Target Audience
        • Geography
        • National/Local Media Balance
        • Scheduling
        • Communication Goals
        • Budget
      8 10 12-16 17 18 19-20 21 22 Page
    • 3.
      • IV. Media Tactics
        • Recommended Media Elements
        • Multi-Media Corporate Packages
          • Media Events Approach
          • Existing Media Events
          • Custom Made Media Events
          • Media Plan Elements
          • National Television
          • National Radio
      Table of Contents 24 25-29 25-29 30 31 32-36 38-43 44 Page
    • 4.
          • National Print
          • In-School
          • Cinema
          • Video Arcades
          • Local Television
          • Local Radio
          • Local Newspaper
          • Out-of-Home
          • Prototypical Online Media Plan
      Table of Contents IV. Media Tactics
          • 45-46
          • 47-48
          • 49
          • 50
          • 51-53
          • 54-55
          • 56
          • 57-58
          • 60-72
    • 5. Table of Contents
      • V. Recommended Media Plan
        • Spending Allocation/Flowcharts
      • VI. Media Plan Delivery Analysis
      • VII. Media Match Strategies
      • VIII. Conclusion
        • 74-81
        • 83-84
        • 86-87
        • 89
    • 6.
      • IX. Appendix
        • “A Day In The Life” of the Target Audience
        • Target Audience Media Usage Analyses
        • CPM Analysis
        • Planning Cost Assumptions Summary
        • Print Ranking Report
        • Sample Local Radio Ranking Report
        • Considered Media Elements Summary
        • TV Wear-out Analysis
      Table of Contents
    • 7. I. Media Plan Development Process
    • 8. Media Plan Development Process
      • Coordinated effort including input from ONDCP, Creative Media, Porter Novelli, PDFA and Campaign Design Expert Panel.
      • Innovative approach to media plan given the need to break through and stand out.
      • Conservative estimates used to allow for realistic, achievable objectives.
      • Bates/Zenith incorporated recommended media plan strategies into the planning and execution of Phase I.
    • 9. II. Overall Media Objectives
    • 10. Overall Media Objectives
      • Elevate the awareness and profile of the anti-drug campaign to levels previously unobtainable via the use of solely pro bono support.
      • Provide levels of reach and frequency of exposure which will provide an effective continuous presence for the anti-drug campaign, recognizing that drug abuse is an everyday problem.
    • 11. III. Media Strategies
    • 12. Target Audience Emphasis Youth 9-10 12.5% Youth 11-13 25% Youth 14-18 12.5% Other Adult Influencers 10% Parents 40%
    • 13. Media Buying Targets
      • Media Buying Targets
      Campaign Targets Youth 6–11 12–18 9 10 11 12 13 Parents and Other Adult Influencers Adults 25–54 14 15 16 17 18
    • 14. Target Audience
      • Marketing Targets
      • Primary: Youth ages 9-18
        • Primary focus on middle school
        • Secondary focus on high school
        • Tertiary focus on late elementary
      • Secondary: Parents and other primary caregivers of youth ages 9-18
    • 15. Target Audience
      • Marketing Targets
      • Tertiary: Other youth influentials (e.g. other adult family members, older siblings, teachers, principals, coaches, faith community, youth group leaders, mentors, health care providers, celebrities)
      • Ethnic target segments will be delivered proportionate to their representation within the population.
    • 16. Target Audience
      • The media plan is inclusive in its delivery of all ethnic segments that compose the target audience:
      29 MM (11%) 195 MM (73%) 10 MM (4%) 32 MM (12%) Source: 1990 Census 2 MM (<1%)
    • 17. Geography
      • Provide national support recognizing that drug abuse is a nationwide problem.
      • Utilize local media vehicles in order to allow for localization of advertising messages.
        • Support community-based anti-drug organizations
        • Encourage corporate partnerships at a local level
        • Maximize media match potential
    • 18. National/Local Media Balance
      • Media usage must balance the inherent economic efficiency of national media vs. the need to localize messages and connect with important grass-roots activity.
        • On average, teen-directed local media carries a 37% premium vs. national media elements
      • The communication strategy calls for the achievement of the following message delivery objectives:
      • Adults Youth 9-18
      • National Messages 90% 50%
      • Localized Messages 10% 50%
    • 19. Scheduling Strategies
      • Create high impact “Media Events” during the year (i.e., quarterly) to generate significantly higher awareness levels than would be provided by a purely continuity-based plan.
      • Build “Media Events” around high rated, high profile television events, while allowing for scheduling flexibility pending final negotiated television packages.
      • Provide effective sustaining media levels to bridge periods in between the “Media Events.”
    • 20. Scheduling Strategy
    • 21. Communication Goals
      • The media plan has been built using a “task-based” approach.
      • The combination of media elements will achieve desired communication effectiveness.
      • The stated target audience reach/frequency goal is 90/4.0 on a weekly basis.
      • During select times of year, advertising will be at even higher levels to create large spikes of awareness, visibility and impact.
    • 22. Budget
      • Develop the paid annual media plan using a budget of $150MM gross.
    • 23. IV. Media Tactics
    • 24. Recommended Media Elements
      • NATIONAL
      • National Television
      • National Radio
      • National Print
      • LOCAL
      • Local Television
      • Local Radio
      • Newspapers
      • Out-Of-Home
      Multi-Media Packages Special TV Events In-School Cinema Video Arcades Online
    • 25. The Corporate Media Partnerships Approach
      • Campaign objectives will best be served by elevating the negotiation of media components to the highest corporate levels within multi-media companies.
        • Maximizes the potential of the Media Match
          • Recognizes varying intra-company demand on media inventory
        • Leverages full marketing synergies
          • Maximizes the use of both traditional and non-traditional media components
        • Encourages the involvement and commitment of top management
          • Increases the likelihood of successful and coordinated execution
    • 26. Potential Corporate Media Partners
      • CBS TV Network
      • Nashville Network
      • Country Music Television Network
      • CBS Radio Network
      • NBC Radio Network
      • The NeXt Net
      • Westwood One Radio Networks
      • TDI
      • ABC TV Network
      • ABC Radio Networks
      • ESPN Networks
      • Disney Magazine
      • Radio Disney
      • Theme Parks
      • Home Videos
      • Fox Broadcasting
      • Fox Kid’s Network
      • Fox Sports Net
      • Fox Family Channel
      • FX
      • News America Digital Publishing
      • News America FSI
      • TV Guide
    • 27. Potential Corporate Media Partners
      • NBC TV Network
      • MSNBC
      • CNBC
      • DC Comics
      • NBA
      • Inside Stuff
      • Parenting
      • People, Teen People
      • Sports Illustrated
      • SI for Kids
      • Time, Time for Kids
      • WB
      • CNN, CNN/SI
      • TBS
      • TNT
      • Cartoon Network
      • Home Videos
      • Online
      • Direct Mail
      • Book/CD Clubs
      • Cable/Magazine Bills
    • 28. Potential Corporate Media Partners
      • Primedia
      • Channel One
      • Cover Concepts
      • Lifetime Learning Systems
      • Seventeen
      • Weekly Reader
      • MTV
      • Nickelodeon
      • Nick-At-Nite
      • VH-1
      • Blockbuster
    • 29. Potential Corporate Media Partners
      • Electronic Communication Boards in High Schools
      • Teen/Teachers Web Sites
      • Custom Events/Promotions
      • Custom Elementary, Junior High and High School Programs
      • Sampling/Distribution
      • Retailer Tie-ins (e.g., Toys R Us, Blockbuster)
      • Scholastic Magazines
      • Book Clubs/Book Fairs
      • Classroom Television/Video
      • Online Site/In-School
      • Television/Movie Production
      • Software Clubs/Catalog
      • Community Parks Association
    • 30. Media Events Approach
      • Quarterly “Media Events” will consist of a combination of existing television/media events and custom made media events developed with media partners.
      • Existing and custom made media events will provide strong delivery of the target segments, as well as high profile “showcase” environments.
    • 31. Existing Media Events SPORTING EVENTS AWARD SHOWS
    • 32. Custom Made Media Events
      • Themed “Touched by an Angel”/ “Walker Texas Ranger”
      • Themed Half Hour Comedy
      • Cast Member PSA’s in Program
      • News Hour/CBS This Morning
      • Sports Tags
      • Miss Teen USA
      • Music Assistance Program
      • Ask The Expert Days on CBS O&O’s
      • NCAA Tournament Tie-ins
      • Grammy Awards Tie-ins
      • Themed Interstitials on TGIF and Saturday morning
      • PSA’s using Wonderful World of Disney/ TGIF/Sport Figures/ ESPN Talent
      • Anti-Drug Program-ming on GMA, WNT, 20/20, Soaps, Sports, etc.
      • ESPN/ESPN2 “Cutting Edge Sports” Sponsorship
      • Secure Partner to Provide and Distribute Brochure
      • Mall Video Kiosks, McDonald’s and American Airlines Exposure
      • ESPN Radio Network In-Program Segments
      • ABC Radio Network Musician/Celebrity Interviews
      • National “No To Drugs” Day
      • Disney Drug Awareness Symposium
      • Online Tie-ins/Sponsorships with ABC, ESPN and Disney
    • 33. Custom Made Media Events
      • Teen Saturday Tie-In
      • Drug Awareness Day, Week or Month (Themed Line-up)
      • “ Party of Five” Episode
      • TV Guide Tie-in
      • News American FSI
      • FOX Kids Network
      • FOX Family Channel
      • PSA’s on Video Releases
      • “ Celebrity” Advertorial Series in Time Inc. Magazines
      • Customized DC Comic Books
      • NBA Tie-ins Through SI for Kids/Inside Stuff
      • US Comedy Arts Special Sponsorship
      • Book, CD and Video Clubs
      • Cable Bills
    • 34. Custom Made Media Events
      • MTV News Specials, Movie Awards, Video Music Awards, Sports and Music Festival
      • Nickelodeon News Segments, Kids Choice Awards, Nick Takes Over Your School, The Big Help
      • Blockbuster Anti-Drug PSA “Loop”, Store Locations used as Entry Point for Marketing Programs
      • “ Drug Report Card”
      • Channel One Town Hall Event
      • Pre-Prom Event in Seventeen Magazine, Weekly Reader and Channel One
      • In-School Curriculum Programs (Back-to-School and New Year’s Resolution)
      • National PTA Drug Awareness Week
      • “ Stay Cool” Summer Program with Channel One, Weekly Reader, In-School, Lifetime Learning Systems (i.e. Summer Camp Program)
      • Online Promotion
      • Drug Free World Coloring /Craft Project
      • Say No To Drugs Essay Contest
      • Say No To Drugs Pledge Program
      • What Next Traveling Tour
    • 35. Custom Made Media Events
      • Custom Comic Book Section Series and Distribution
      • Teen Poster Contest
      • Teen Anti-Drug Pledge
      • Sponsored Interactive CD
    • 36. Custom Made Media Events
      • Music Calender Series Profiling Musicians Whose Lives Have Become Affected by Drug Abuse, Speaking with Band Members, family members.
      • On Air “Fantasy Concert” and Interviews with Bands Plagued by Drug Abuse
      • Musician and Sports Figure PSA’s
      • Incorporate Drug Abuse discussion into Interview Shows/ other Relevant Programming
      • Presence at Affiliated Concert Events
      • Tie-Ins with Grammy Awards and other major events
    • 37. Media Plan Elements
      • The ONDCP paid media plan consists of a variety of media elements or “building blocks” which will most effectively deliver Anti-Drug messages to the various target segments.
    • 38. Media Tactics
      • National Television
      • Use national television to provide broad reach among all target segments, and to take advantage of targeted programming opportunities.
        • Primetime will provide highest ratings and greatest visibility. ABC/FOX skew recommended due to younger skewing programming.
        • Early Morning will provide efficient delivery of the adult target segment, particularly mothers. Talk Show/News formats conducive to initiating drug abuse coverage.
        • Cable provides efficient and extremely targeted opportunities to reach all target segments.
    • 39. Media Tactics
      • National Television
        • Sports will provide exposure to all the target segments (particularly adults), and will be a high impact environment to reach the youth targets given the “role model” status of athletes
        • NBC’s Saturday Line-up provides highly targeted vehicles for reaching the teen target, as well as the younger kid target
        • Kid Network , both Monday-Friday afternoon and Saturday morning, will reach kids, and younger teens as well, in large numbers
        • Hispanic Television (i.e., Univision and Telemundo) will provide broad reach among the Hispanic community, within a mix of appropriate adult (primarily) and teen/kid programming environments.
    • 40. Media Tactics
      • Television Programming Selection Criteria
      • Advertise on programs with high ratings and/or composition of the target segments (see TV rankings in appendix), taking efficiency into account as well.
      • Seek out opportunities to advertise on “All Family” programming where parents and children are watching together: (e.g., Wonderful World of Disney, Thanksgiving Day Parade, Frosty the Snowman, The Wizard of Oz, ET, etc.)
      • Advertise on programs featuring content that would be conducive to an anti-drug message (e.g., programs dealing with teens, family or social issues)
    • 41. Representative National Television Networks Programming
      • TEENS
      • Home Improvement
      • Seinfeld
      • Friends
      • Beverly Hills 90210
      • King of the Hill
      • KIDS
      • Home Improvement
      • Boy Meets World
      • Teen Angel
      • You Wish
      • Sabrina - Teenage Witch
      • Wonderful World of Disney
      • PARENTS
      • Home Improvement
      • Seinfeld
      • Friends
      • Veronica’s Closet
      • E.R.
      • NYPD Blue
      • Touched by an Angel
      • Family Channel
      • TBS
      • TNT
      • USA
      • PARENTS
      • BET
      • CNN
      • ESPN
      • KIDS
      • Cartoon Network
      • Nickelodeon
      • TEENS
      • BET
      • ESPN2
      • MTV
    • 42. Representative National Television Networks Programming
      • Hang Time
      • Saved by the Bell
      • City Guys
      • MLB
      • NBA
      • NCAA Basketball
      • NCAA Football
      • NFL
      • NHL
      • Ultimate Goosebumps
      • Disney’s Saturday Morning
      • Eerie, Indiana
      • Sam & Max
      • Space Goofs
      • Ninja Turtles
      • Life With Louie
      • Casper
    • 43. Representative National Television Networks Programming
      • CBS This Morning
      • Good Morning America
      • Today Show
      • Telemundo
      • Univision
    • 44. Media Tactics
      • National Radio
      • National radio will provide highly efficient delivery of both the teen and adult target segments, and generate significant levels of frequency of exposure among these targets.
      • Radio is a favorite medium of teens, and teens are more receptive to advertising messages in radio than any other medium. (Source: Teenage Resource Unlimited, Marketing & Lifestyles Study 1994)
      • In addition to general market radio (e.g., ABC and Westwood One Network), ethnic radio networks (e.g., American Urban Radio Networks for African-American and LBC and Hispanic Radio Network for Hispanic) should also be purchased to help deliver these ethnic groups within relevant environments.
    • 45. Media Tactics
      • National Print
      • Print will be used to reach the various age segments, with an emphasis on adults, within targeted and relevant environments.
      • The Print Plan will include magazines from a variety of categories to accomplish this goal:
      Sports Sunday Supplements Teen USA Today Weeklies Women’s Service Educators/School Administrators/Coaches Entertainment/Hollywood Ethnic Kids Music Parenting
    • 46. Media Tactics
      • Preliminary Print Consideration List
    • 47. Media Tactics
      • In-School
      • In-school media will play a key role in the plan, delivering messages to the primary youth target in a learning environment and in a relevant, interactive manner.
      • In-school media will also be used to encourage and solicit the involvement of parents, teachers and other key influencers.
      • The in-school Program will likely include the use of the two or more major in-school media companies (i.e., Market Source, Primedia and Scholastic), although other in-school media applications are possible as well.
    • 48. Media Tactics
      • In-School
      • The In-School Program would likely consist of some or all of the following elements:
        • Channel One In-School TV
        • Weekly Reader/Scholastic Magazines
        • Curriculum Programs
        • Book Covers/Bookmarks
        • Locker Room Gymboards
        • Online Applications (e.g. S.T.E.P. Program)
        • Electronic Messaging Boards
        • High School Newspapers/Magazines
    • 49. Media Tactics
      • Cinema
      • 202 markets, 10,050 screens, 30% U.S.
      • Movie theater advertising will deliver the anti-drug message to all three target segments with tremendous “Big Screen” impact.
      • Moviegoers tend to skew younger, with the highest attendance being among young adults, as well as teens and kids.
      • Provides the opportunity to showcase “special creative,” as well as the ability to rotate commercials by geography and/or movie rating (e.g., G, PG, R, etc.).
      • Provides the opportunity to extend the message into theater lobbies, distribute information and take advantage of other added value opportunities.
    • 50. Media Tactics
      • Video Arcades
      • 125 locations, 66 major markets, 64%U.S.
      • Advertising in video arcades will reach predominantly teens 12-17 (47% of audience), and kids 6-11 as well (12%), within a favorite leisure time environment.
      • Message delivery likely to be well timed, given the arcades highest usage on weekends and after school.
      • Provides opportunity for high impact creative synergistic with video game type graphics.
    • 51. Media Tactics
      • Local Television
      • Schedule support in the top 75 markets (approximately 80% U.S.) to allow for greater localization of messages, as well as greater local matching and corporate sponsorship activities.
      • Structure an “early fringe unwired network” to reach primarily kids and teens, but moms as well, during the after school/ pre-dinner time period.
      • Timely message delivery will potentially spur dinner conversation on the subject.
      • Schedule weight during the primetime access daypart to deliver high ratings among teens, adults and to a lesser degree, kids.
    • 52. Media Tactics
      • Representative Early Fringe Programming
      • TEENS 12-18
      • Ninja Turtles
      • Goosebumps
      • Power Rangers
      • Spider Man
      • Life With Louie
      • Sweet Valley High
      • Oprah Winfrey Show
      • Judge Judy
      • Ricki Lake
      • Home Improvement
      • Dr. Quinn-Medicine Woman
      • Geraldo Rivera
      • Sally Jesse Raphael
      • KIDS 9-11
      • Ninja Turtles
      • Goosebumps
      • Power Rangers
      • Bobby’s World
    • 53. Media Tactics
      • Representative Prime Access Programming
      • TEENS 12-18
      • Home Improvement
      • Simpsons
      • Seinfeld
      • Mad About You
      • Frasier
      • Home Improvement
      • Simpsons
      • Seinfeld
      • Mad About You
      • Frasier
      • Entertainment Tonight
      • Jeopardy
      • Wheel of Fortune
      • KIDS 9-11
      • Home Improvement
      • Simpsons
    • 54. Media Tactics
      • Local Radio
      • Schedule support in top 75 markets (approximately 80% U.S.) consistent with local television support.
      • Local radio will be used predominantly to reach teenagers by partnering with the dominant teen station(s) in each market
      • Local radio accounts for the differences in musical preferences across markets, and teens often have a strong association with a local station and its personalities.
    • 55. Media Tactics
      • Local Radio
      • Local radio provides tremendous opportunities to tie-in a local station(s) as a partner in the anti-drug effort and to expand the campaign beyond on-air support:
      • High School Partnership
      • High School Concert Promotion
      • Local Celebrity Tie-in
      • Concert/Local Market Events
      • Poster Contest
      • Anti-Drug Pledge
      • Sponsor Interactive CD
    • 56. Media Tactics
      • Local Newspapers
      • Newspaper plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities
      • Newspapers will provide broad coverage of the local markets and deliver the message within a newsworthy environment.
      • Creative messages can be placed within sections of the newspaper dealing with family (e.g., Home Section) or other pertinent editorial.
      • Newspapers will help to deliver the message to thought leaders and other key influential groups.
    • 57. Media Tactics
      • Out-of-Home
      • Out-of-Home plan provides the flexibility to select key markets (estimated 10-20 markets, 20% U.S.) to receive support depending upon current local market issues/priorities.
      • Out-of-Home will be used to target all three target segments, and provide a consistent reminder message to these targets:
        • 30 Sheet Posting offers total market coverage plus targeting of schools, playgrounds and parks.
        • Shopping Malls provide an excellent opportunity to reach 15-44 age group, which represents 65% of the mall audience. In addition, over 95% of all teens frequent shopping malls 4-6 times per month.
    • 58.
      • Out-of-Home
        • 8 Sheet Posters provide good coverage of schools and neighborhood coverage of after school activity areas in concentrated ethnic population areas.
        • Bus Shelters provide supplemental coverage in many markets, and are the primary vehicle in some markets due to geographic efficiency.
        • Basketball Backboards in school playgrounds will reach kids and teens in urban markets.
        • Subway Car Cards/Urban Panels (New York) are highly used by the target segments and are located in close proximity to urban school.
      Media Tactics
    • 59. Prototypical Online Media Plan
    • 60. Online Objectives - Overall
      • Build additional awareness of ONDCP campaign.
      • Provide anti-drug information and resources.
      • Drive traffic to PDFA and ONDCP sites.
    • 61. Online Media Objectives
      • Target Audience
        • Primary : Internet-enabled Kids 9-11 and Teens 12-18.
        • Secondary : Internet-enabled Parents and Educators
          • Demographically defined as Adults 25-54.
    • 62. Online Media Objectives
      • Geography
        • National imperative
        • Consider emphasis/specific messaging to areas of regional use patterns
      • Timing
        • Schedule advertising to coincide with start of ONDCP general media campaign
        • Recognize seasonal usage patterns (e.g., school access — .edu domains — declines in summer)
    • 63. Online Media Objectives
      • Budget
        • Develop conceptual sketch plan at $2.7MM level.
    • 64. Online Media Strategies
      • Use a mix of highly-visited navigation sites for reach & targeted content areas to build frequency
        • Leading navigation sites include AOL, MSN, Netscape, and search engines such as Yahoo!
          • Navigation sites are characterized by many, many single visits of short duration = reach.
        • Target-rich content areas appealing to kids, teens and parents/educators
          • Content areas typically host smaller, more loyal audiences who visit frequently.
    • 65. Online Media Strategies
      • Use a significant portion of the budget to develop custom package buy on AOL
        • Leading commercial online service with 11MM+ subscribers.
        • Leading means of Internet access — 40% of all U.S. web users access the Internet via AOL.
        • Approximately $1.0MM net to develop 12-month program with custom ONDCP content, teen chat areas, monthly “town hall meetings,” plus ad banner rotation, and so on.
    • 66. Online Media Strategies
      • Use keywords and targeted topic-area buys on the leading search engines
        • Most targeted use of these vehicles
        • Deploy keyword “interdiction” strategy — when user types in drug-related term, ONDCP banner is returned at the top of the search results page.
        • Use topic areas appealing to kids, teens, parents and teachers
    • 67. Online Media Strategies
      • Select content areas on the basis of target audience coverage and composition
        • Use @Plan, Media Metrix to estimate audience delivery by site
      • Use banner response data to refine the online plan and drive the lowest cost-per-click
        • “ Pulse” scheduling pattern allows two-weeks in-flight, one week off, to assess results
        • Initial benchmark — cost-per-click under $1.00
    • 68. Online Media Strategies
      • Utilize network buys such as Doubleclick to test other buy variables
        • Time of day, domain, geography, affinity
      • Work with content sites to develop co-branded and custom content as part of media match for the buy.
    • 69. Sample Site Selection
      • Target: Kids
      • Disney Blast
      • Nickelodeon
      • Yahooligans!
      • Target: Teens
      • Music: AudioNet, MTV, Addicted to Noise
      • Movies: Mr. Showbiz, E! Online, Movielink
      • Chat: Liveworld
      • “ Free-mail:” Juno, HotMail
      • Videogaming: HappyPuppy, GameSpot
      • General: Suck, Tripod, The Hub, Swoon
    • 70. Sample Site Selection
      • Target: Parents/Educators
      • Parent Soup
      • Parenting topic areas on search engines
    • 71. Online Media Plan Overview Broad- Reach Sites Search Engines Keywords Targeted Content Areas ONLINE MEDIA SUPPORT ONDCP Site Adults Kids 9-10 Primary: 11-13 Secondary: 9-10, 14-18 PDFA Site Adults
    • 72. Prototypical Online Media Plan
    • 73. V. Recommended Media Plan
    • 74. Recommended Media Plan Spending Allocation
      • Total Plan — $150MM
      In-School 9% Radio 8% Television 64% Online 2% Cinema 2% Print 10% Newspaper 1% OOH 4%
    • 75. Recommended Media Plan — $150MM
    • 76. Recommended Media Plan Spending Allocation
      • Teens (12-18) — $77MM
      Radio 14% Television 61% Online 2% Cinema 1% Print 4% OOH 4% In-School 14%
    • 77. Recommended Media Plan — $150MM
      • Teens 12-18 — $77MM
      Television Radio Print Video Arcades In-School Cinema Online OOH * Note: GRP figures reflect delivery among 12-17 “media buying” target audience.
    • 78. Recommended Media Plan Spending Allocation
      • Kids (9-11) — $33MM
      In-School 4% Television 82% Online 3% Cinema 3% Print 3% OOH 5%
    • 79. Recommended Media Plan — $150MM
      • Kids 9-11 — $33MM
      Television Print Video Arcades In-School Cinema Online OOH
    • 80. Recommended Media Plan Spending Allocation
      • Adults (25-54)— $40MM
      Radio 7% Television 60% Online 2% Cinema 2% Print 23% Newspaper 4% OOH 4%
    • 81. Recommended Media Plan — $150MM
      • Adults 25-54— $40MM
      Television Radio Print Cinema Online OOH Newspaper
    • 82. VI. Media Plan Delivery Analysis
    • 83. National/Local Impressions — $150MM Plan Local 51% National 49% Local 11% National 89% Adult Target Youth Target 9 - 18
    • 84. Recommended Media Plan — $150MM
      • Weekly Reach/Frequency Delivery
      * Delivery among 18 year olds will be comparable to that of 12-17 “media buying” target audience.
    • 85. VII. Media Match Strategies
    • 86. Media Match Strategies
      • Use media match impressions to ensure that there will be available inventory for other Public Service Advertisers.
      • Leverage the need to obtain media match impressions in order to make the program a success, during the negotiation process.
      • Maximize the percentage of the media match delivered as quantifiable on-air advertising messages, establish minimum acceptable level (e.g., 50% of target audience impressions must be matched in this manner)
    • 87. Media Match Strategies
      • Maximize the percentage of the on-air media support delivered in targeted dayparts/programming.
      • Consider forms of matching in addition to on-air support, which will enhance the impact of the advertising campaign.
    • 88. VIII. Conclusion
    • 89. Conclusion
      • Creates a strategic blueprint that achieves established communication level objectives.
      • Breaks through clutter through the use of high impact media events followed by strong periods of sustaining activity.
      • Utilizes targeted, high-interest program environments that would never be made available as PSA’s.
      • Incorporates an innovative approach of enlisting key media partners to create and execute multi-media corporate packages.
      • Provides a tremendous head start for buying agency to pursue custom targeted media applications.
      • Creates a bridge between the “paid advertising” and “entertainment industry” communication initiatives.
    • 90. IX. Appendix