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©2005 Pearson Education5-1
Chapter 5
Advertising: Media
Planning
©2005 Pearson Education5-2
Media Planning
“A plan of action to communicate a message to a
target market a the right time, ...
©2005 Pearson Education5-3
Media Planning
Advertising PlanAdvertising Plan
IMC
Plan
IMC
Plan
Media Plan
Objectives
Strateg...
©2005 Pearson Education5-4
Media Brief
Media planners require essential information from the
client.
1. Market Profile
2. ...
©2005 Pearson Education5-5
Media Plan
“A document outlining how a client’s budget will be
spent.”
Media ObjectivesMedia Ob...
©2005 Pearson Education5-6
Media Objectives
Who is the target market?
What is the message?
Where are the priority markets?...
©2005 Pearson Education5-7
Media Strategy
Numerous factors are evaluated and they are usually
ranked based on priority.
• ...
©2005 Pearson Education5-8
Target Market Matching
Strategies
Knowledge of a target’s media consumption habits
helps define...
©2005 Pearson Education5-9
Market Coverage
The budget available often dictates the extent of
market coverage.
NationalNati...
©2005 Pearson Education5-10
Applying a BDI
Region Sales % Pop’n % BDI
Atlantic 7.6 7.6 100.0
Quebec 21.5 23.9 89.9
Ontario...
©2005 Pearson Education5-11
Analysis of BDI
Example: The BDI in Ontario is 110.4. The BDI was
determined by dividing 42.5 ...
©2005 Pearson Education5-12
Media Scheduling
Even Skip
Pulse Seasonal
Blitz Build-Up
©2005 Pearson Education5-13
Reach / Frequency / Continuity
ReachReach
FrequencyFrequency
ContinuityContinuity
Total audien...
©2005 Pearson Education5-14
Media Execution
Selecting the right media is usually a three stage decision
process.
1. Type o...
©2005 Pearson Education5-15
Comparing Media Alternatives
CPMCPM
The cost of the ad divided by
the circulation (in thousand...
©2005 Pearson Education5-16
Scheduling and Budget Summary
1. A blocking chart summarizes in a few pages all of the
media e...
©2005 Pearson Education5-17
Assessing Media Alternatives
Medium Pro Con
Television Impact High Cost
Reach Clutter
Radio Ta...
©2005 Pearson Education5-18
Assessing Media Alternatives
Medium Pro Con
Newspaper Local Reach Short Life
Key Market Covera...
©2005 Pearson Education5-19
TV Advertising Alternatives
Factors such as the budget available and market coverage
prioritie...
©2005 Pearson Education5-20
Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format ...
©2005 Pearson Education5-21
Newspaper Advertising
Local market circulation and readership make
newspapers an attractive me...
©2005 Pearson Education5-22
Magazine Advertising
Magazines are excellent at targeting precisely defined
audiences.
1. Maga...
©2005 Pearson Education5-23
Out-of-Home Advertising
Outdoor is a passive medium but the message is very
visible.
1. Outdoo...
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Ch5

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Transcript of "Ch5"

  1. 1. ©2005 Pearson Education5-1 Chapter 5 Advertising: Media Planning
  2. 2. ©2005 Pearson Education5-2 Media Planning “A plan of action to communicate a message to a target market a the right time, and right frequency.” The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost.
  3. 3. ©2005 Pearson Education5-3 Media Planning Advertising PlanAdvertising Plan IMC Plan IMC Plan Media Plan Objectives Strategies Execution Media Plan Objectives Strategies Execution Creative Plan Creative Plan
  4. 4. ©2005 Pearson Education5-4 Media Brief Media planners require essential information from the client. 1. Market Profile 2. Competitor Media Strategy 3. Target Market Profile 4. Media Objectives 5. Budget
  5. 5. ©2005 Pearson Education5-5 Media Plan “A document outlining how a client’s budget will be spent.” Media ObjectivesMedia Objectives Media StrategiesMedia Strategies Media ExecutionMedia Execution
  6. 6. ©2005 Pearson Education5-6 Media Objectives Who is the target market? What is the message? Where are the priority markets? When is the best time to advertise? How many, often, long?
  7. 7. ©2005 Pearson Education5-7 Media Strategy Numerous factors are evaluated and they are usually ranked based on priority. • Target market and media matching strategy • Creative strategy influences media choices • Coverage decisions are based on the budget • Timing decisions are crucial for scheduling • Reach, frequency, and continuity priorities • Budget
  8. 8. ©2005 Pearson Education5-8 Target Market Matching Strategies Knowledge of a target’s media consumption habits helps define the media strategy. ShotgunShotgun Profile MatchProfile Match RifleRifle
  9. 9. ©2005 Pearson Education5-9 Market Coverage The budget available often dictates the extent of market coverage. NationalNational WestWest CentralCentral EastEast Key MarketsKey Markets Category and brand development indexes are used to set market priorities
  10. 10. ©2005 Pearson Education5-10 Applying a BDI Region Sales % Pop’n % BDI Atlantic 7.6 7.6 100.0 Quebec 21.5 23.9 89.9 Ontario 42.5 38.5 110.4 Prairies 13.4 16.8 79.8 B.C. 15.0 13.2 113.6 Total 100.0 100.0 ---- BDI = Sales % divided by Population %
  11. 11. ©2005 Pearson Education5-11 Analysis of BDI Example: The BDI in Ontario is 110.4. The BDI was determined by dividing 42.5 by 38.5. Analysis: Ontario and B.C. over contribute to sales while Quebec and the Prairies under contribute. A media planner could concentrate media spending in areas where the brand enjoys most usage (Ontario and B.C.) or transfer funds from strong regions to weaker regions (Quebec and the Prairies).
  12. 12. ©2005 Pearson Education5-12 Media Scheduling Even Skip Pulse Seasonal Blitz Build-Up
  13. 13. ©2005 Pearson Education5-13 Reach / Frequency / Continuity ReachReach FrequencyFrequency ContinuityContinuity Total audience exposed to a message one or more times in a period, usually a week. The average number of times a message has been exposed to an audience over a period of time. The length of time required to generate impact on a target.
  14. 14. ©2005 Pearson Education5-14 Media Execution Selecting the right media is usually a three stage decision process. 1. Type of Media Magazine Television 2. Class of Media Sports Network 3. Specific Medium Sports Illustrated CTV When selecting a specific medium, CPM is a determining factor.
  15. 15. ©2005 Pearson Education5-15 Comparing Media Alternatives CPMCPM The cost of the ad divided by the circulation (in thousands). Magazine Cost Circ. (000) CPM ROB $18,800 363.7 $51.69 National Post Business $15,010 311.3 $51.10 Canadian Business $14,000 80.5 $173.91 ROB and National Post Business have a circulation advantage since they are distributed by newspapers that own the magazines.
  16. 16. ©2005 Pearson Education5-16 Scheduling and Budget Summary 1. A blocking chart summarizes in a few pages all of the media execution details: media usage, market coverage, weight levels, reach and frequency, and timing of the campaign. 2. The budget summary classifies spending by medium, region, and time of year.
  17. 17. ©2005 Pearson Education5-17 Assessing Media Alternatives Medium Pro Con Television Impact High Cost Reach Clutter Radio Targeting Fragmentation Frequency Message (Sound only) The strengths and weaknesses of all media options are evaluated.
  18. 18. ©2005 Pearson Education5-18 Assessing Media Alternatives Medium Pro Con Newspaper Local Reach Short Life Key Market Coverage Clutter Magazine Targeting Clutter Message Quality Low Frequency Outdoor Reach Creative Limitations Frequency Low Targeting
  19. 19. ©2005 Pearson Education5-19 TV Advertising Alternatives Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive. • Network Spots • Selective Spots • Local Spots • Sponsorships • Branded Content
  20. 20. ©2005 Pearson Education5-20 Radio Advertising In radio all decisions are usually based on demographics. 1. Station format determines the audience profile. 2. Radio is ideal for reaching targets defined by age. 3. Radio is an important medium if a “key market” strategy is recommended.
  21. 21. ©2005 Pearson Education5-21 Newspaper Advertising Local market circulation and readership make newspapers an attractive medium. 1. Newspapers are ideal for a “key market” media strategy. 2. Newspapers are attractive to national advertisers, and national and local retailers. 3. Newspapers offer “merchandising” opportunities.
  22. 22. ©2005 Pearson Education5-22 Magazine Advertising Magazines are excellent at targeting precisely defined audiences. 1. Magazines are a “class” medium instead of a “mass”medium. 2. The clustering of ads has a negative influence on message impact. 3. Magazines are ideal for “profile matching” media strategies.
  23. 23. ©2005 Pearson Education5-23 Out-of-Home Advertising Outdoor is a passive medium but the message is very visible. 1. Outdoor ads reach the same audience frequently. 2. A wide variety of alternatives are available. Outdoor can be virtually anywhere! 3. An ideal medium for “shotgun” media strategies in key markets.
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