Mp Week 1

 Media Planning Jackin Wong – Lecture 1 Sunday, 27 December 2009

CADBURY EYEBROW TVC Sunday, 27 December 2009

Background  Adver5ser ( ) is a body who wants to spend money on adver5sing its product(s) or image. They can place adver5sements directly in media (Path 1) ( ) or through adver0sing agency (Path 2) into Media. (Please refer to Sec5on 2 for deﬁni5on of Media). Sunday, 27 December 2009

Background  An adver0sing agency or ad agency ( ) is a service business dedicated ( ) to crea5ng ( ), planning ( ) and handling ( ) adver5sing (and some5mes other forms of promo5on) for its clients.  The advantage of adver5sing agency is its specializa)on ( ) in providing professional service that networks various adver5sers and media, enabling broader ( ) crea)vity and cost-‐ eﬀec)ve ( ) media buying. Sunday, 27 December 2009

Background Sunday, 27 December 2009

6 Sunday, 27 December 2009

Background Sunday, 27 December 2009

 How Does Media Planning Come? Media Planning Sunday, 27 December 2009

How Does Media Planning Come?  The term “Media Planning” comes from one aspect of the professional services oﬀered by full-‐service adver)sing agency ( ). Sunday, 27 December 2009

How Does Media Planning Come?  Generally speaking, it involves the eﬃcient use of clients’ budget in buying the appropriate media and vehicles for their adver5sements and maximizing their eﬀec5veness. Sunday, 27 December 2009

How Does Media Planning Come?  A full-‐service adver5sing agency tradi5onally operates three func5onal departments, namely,  Crea)ve Department ( – “ ”),  Media Planning Department ( – “ ”) and  Account Services Department ( – “ ”).  It provides various aspects of services to clients, including branding ( ), marke)ng planning ( ), crea)ve services ( ), media buying ( ), interac)ve adver)sing ( ), TV produc)on ( ), or even event marke)ng ( ) and public rela)ons management. ( ) Sunday, 27 December 2009

12 “Sunday” -‐ Creative Advertising Sunday, 27 December 2009

“Sunday” -‐ Creative Advertising Sunday, 27 December 2009

Full-‐Service Advertising Agency Sunday, 27 December 2009

 Originated ( ) from Large Advertising Agency Media Planning Sunday, 27 December 2009

Advertising Agency and Media Dept.  In the past, only large adver5sing agencies can aﬀord ( ) to set up a media planning department to provide specialized ( ) research and consultancy services ( ) to clients. (e.g. Ogilvy, BBDO) Sunday, 27 December 2009

Advertising Agency and Media Dept.  In the past, only large adver5sing agencies can aﬀord ( ) to set up a media planning department to provide specialized ( ) research and consultancy services ( ) to clients. (e.g. Ogilvy, BBDO)  Large adver5sing agencies are usually called full-‐service adver)sing agencies, because they can provide all aspects of services without relying on other companies. Sunday, 27 December 2009

Advertising Agency and Media Dept.  In the past, only large adver5sing agencies can aﬀord ( ) to set up a media planning department to provide specialized ( ) research and consultancy services ( ) to clients. (e.g. Ogilvy, BBDO)  Large adver5sing agencies are usually called full-‐service adver5sing agencies, because they can provide all aspects of services without relying on other companies.  Not maXer it is the crea5ve idea genera5on, media planning, or even print and TV produc5on, they can cater ( ) for at ease ( ). Sunday, 27 December 2009

Advertising Agency and Media Dept.  Small adver5sing agencies, because of limited resources and small billings, do not divide the jobs and their small team follows all works as a whole. Sunday, 27 December 2009

 Deﬁne Media, Media Planning, Media Plan and Media Planner Media ( ) Sunday, 27 December 2009

 Media ( ) Media ( ) Sunday, 27 December 2009

Media ( )  Media (the singular is medium) exist primarily ( ) to deliver message content – entertainment, informa5on and adver5sements – to a vast audience ( ). Sunday, 27 December 2009

Media ( )  Media (the singular is medium) exist primarily ( ) to deliver message content – entertainment, informa5on and adver5sements – to a vast audience ( ).  Media should be thought of as both carriers ( ) and delivery ( ) systems. They carry adver5sements and deliver them to the individuals. Sunday, 27 December 2009

Media ( )  Media (the singular is medium) exist primarily ( ) to deliver message content – entertainment, informa5on and adver5sements – to a vast audience ( ).  Media should be thought of as both carriers ( ) and delivery ( ) systems. They carry adver5sements and deliver them to the individuals.  Examples are television, radio, newspaper, magazine and internet. Sunday, 27 December 2009

 Vehicle ( ) Media ( ) Sunday, 27 December 2009

Vehicle ( )  Vehicle is an individual carrier within a medium. Therefore, Apple Daily is a vehicle within the newspaper medium. Milk is a vehicle within the magazine medium. Sunday, 27 December 2009

 Media Planning ( ) Media ( ) Sunday, 27 December 2009

Media Planning ( )  It is a process involving planning for placing the adver5sements eﬃciently using appropriate media and vehicles and maximizing the adver5sing eﬀec)veness within the client’s budget. ( ) Sunday, 27 December 2009

 Media Plan ( ) Media ( ) Sunday, 27 December 2009

Media Plan ( )  A wriXen document which contains informa5on about the whole media planning and will be presented to the client.  A good media plan should have answered the following ques5ons:  How many prospects ( ) (for purchasing a given brand of product) to reach? ( / / ) Sunday, 27 December 2009

Sunday, 27 December 2009

Media Plan ( )  A wriXen document which contains informa5on about the whole media planning and will be presented to the client.  A good media plan should have answered the following ques5ons:  How many prospects ( ) (for purchasing a given brand of product) to reach? ( / / )  In which medium (or media)? ( D ) Sunday, 27 December 2009

Media Plan ( )  A wriXen document which contains informa5on about the whole media planning and will be presented to the client.  A good media plan should have answered the following ques5ons:  How many prospects ( ) (for purchasing a given brand of product) to reach? ( / / )  In which medium (or media)? ( D )  How many 5mes a month should prospects see each ad? ( ) Sunday, 27 December 2009

Media Plan ( )  A wriXen document which contains informa5on about the whole media planning and will be presented to the client.  A good media plan should have answered the following ques5ons:  How many prospects ( ) (for purchasing a given brand of product) to reach? ( / / )  In which medium (or media)? ( D )  How many 5mes a month should prospects see each ad? ( )  In which months should ads appear? ( ) Sunday, 27 December 2009

Media Plan ( )  A wriXen document which contains informa5on about the whole media planning and will be presented to the client.  A good media plan should have answered the following ques5ons:  How many prospects ( ) (for purchasing a given brand of product) to reach? ( / / )  In which medium (or media)? ( D )  How many 5mes a month should prospects see each ad? ( )  In which months should ads appear? ( )  Where should the ads appear? In which markets and regions? ( ) Sunday, 27 December 2009

Media Plan ( )  A wriXen document which contains informa5on about the whole media planning and will be presented to the client.  A good media plan should have answered the following ques5ons:  How many prospects ( ) (for purchasing a given brand of product) to reach? ( / / )  In which medium (or media)? ( D )  How many 5mes a month should prospects see each ad? ( )  In which months should ads appear? ( )  Where should the ads appear? In which markets and regions? ( )  How much money should be spent in each medium? ( ) Sunday, 27 December 2009

 Media Planner ( ) Media ( ) Sunday, 27 December 2009

Media Planner ( )  It is a job posi5on within adver5sing agency or media buying company. The job du5es involve  evalua)ng ( ) the performance of various media,  formula)ng ( ) media plan,  making recommenda)on to client on choice ( client – “ ”) and usage of the media ( ), and  strategic planning incorporated crea5ve idea and media. ( ) Sunday, 27 December 2009

 Media Buying ( ) Media ( ) Sunday, 27 December 2009

Media Buying ( )  Some5mes synonymous ( ) (i.e. having same meaning) with Media Planning.  However, if differen5a5on is sought, media buying will have narrower meaning, which focuses on the buying process, e.g. rate nego5a5on ( ), media effec5veness and efficiency, etc.  Media planning, on the other hand, describes the general scope ( ) of media uses, planning and strategies. Sunday, 27 December 2009

 Classes of Media Tradi5onal Mass Media Sunday, 27 December 2009

Traditional Mass Media  Tradi5onal mass media refers to newspaper, magazine, radio, and television which are especially suitable for delivering ( ) adver5sements – as well as news, entertainment, and educa5onal content – to a widespread ( ) general (or mass) audience. Sunday, 27 December 2009

Traditional Mass Media  Tradi5onal mass media refers to newspaper, magazine, radio, and television which are especially suitable for delivering ( ) adver5sements – as well as news, entertainment, and educa5onal content – to a widespread ( ) general (or mass) audience.  Their advantages include: Sunday, 27 December 2009

Traditional Mass Media  Tradi5onal mass media refers to newspaper, magazine, radio, and television which are especially suitable for delivering ( ) adver5sements – as well as news, entertainment, and educa5onal content – to a widespread ( ) general (or mass) audience.  Their advantages include:  Ability to deliver message to large audience at rela5vely low costs per head ( ) Sunday, 27 December 2009

49 Canon Sunday, 27 December 2009

Traditional Mass Media  Tradi5onal mass media refers to newspaper, magazine, radio, and television which are especially suitable for delivering ( ) adver5sements – as well as news, entertainment, and educa5onal content – to a widespread ( ) general (or mass) audience.  Their advantages include:  Ability to deliver message to large audience at rela5vely low costs per head ( )  Ability to deliver message to special kinds of audiences who are aXracted to speciﬁc editorial or programming ( ) Sunday, 27 December 2009

Traditional Mass Media  Tradi5onal mass media refers to newspaper, magazine, radio, and television which are especially suitable for delivering ( ) adver5sements – as well as news, entertainment, and educa5onal content – to a widespread ( ) general (or mass) audience.  Their advantages include:  Ability to deliver message to large audience at rela5vely low costs per head ( )  Ability to deliver message to special kinds of audiences who are aXracted to speciﬁc editorial or programming ( )  Ability to develop strong loyal5es ( ) among audiences who return to their favorite ( ) medium with a high degree of regularity ( ) Sunday, 27 December 2009

52  Newspaper Sunday, 27 December 2009

Newspaper  It oﬀers the readers daily news, entertainment, informa5on, and catalog values.  It generally has excellent readership of local news, editorial ( ), and adver5sing material, serving as a buying guide ( ) for readers who are looking for many diﬀerent kinds of products. Sunday, 27 December 2009

54  Magazine Sunday, 27 December 2009

Magazine  It may be weekly, bi-‐weekly ( ) or monthly. (P.S. Even some are bi-‐monthly ( ) or Quarterly ( ), but they are rare( )) It comprises ( ) general interest magazine, e.g. Next Magazine, Ming Pao Weekly, etc. and special interest magazine, e.g. Capital (ﬁnancial), Jessica (fashion), Photog (photography), My Home (home-‐living), etc.  The readership ( ) for editorial maXers is higher than adver5sement in general interest magazines, but it is fairly equal in special interest magazines. Sunday, 27 December 2009

56  TV/Radio Sunday, 27 December 2009

TV/Radio  Consumers seldom ( ) watch TV or radio commercials alone without accompanying the play or program. ( ) Sunday, 27 December 2009

TV/Radio  Consumers seldom ( ) watch TV or radio commercials alone without accompanying the play or program. ( )  Although, the play or program compels ( ) viewers to watch the commercials, the success of commercials depends more on the ingenuity ( ) and value of the ad message than its appearance on an interes5ng program. Sunday, 27 December 2009

TV/Radio  Consumers seldom ( ) watch TV or radio commercials alone without accompanying the play or program. ( )  Although, the play or program compels ( ) viewers to watch the commercials, the success of commercials depends more on the ingenuity ( ) and value of the ad message than its appearance on an interes5ng program.  On the other hand, technological products like hard-‐disk TV recorder are diver5ng ( ) viewers from watching commercials. (N.B. We use the term “commercial” for TV or radio “adver5sement’). ( ) The trend is using crea5ve buying for media, e.g. product placement in a popular TV program. Sunday, 27 December 2009

 Classes of Media Non-‐tradi5onal Media Sunday, 27 December 2009

Non-‐traditional Media  Besides tradi5onal media which all engage in ( ) one-‐way communica5on, almost any other innova5ve ( ) way of delivering adver5sing messages is considered a non-‐tradi5onal medium.  They are not usually called “media”. Examples include the adver5sing space at airport, clinic, public restroom, soccer pitch, bus-‐stop, etc. Sunday, 27 December 2009

Non-‐traditional Media  Besides tradi5onal media which all engage in ( ) one-‐way communica5on, almost any other innova5ve ( ) way of delivering adver5sing messages is considered a non-‐tradi5onal medium.  They are not usually called “media”. Examples include the adver5sing space at airport, clinic ( ), public restroom, soccer pitch, bus-‐stop, etc. Sunday, 27 December 2009

Media Planning Work Hard, Play Hard Sunday, 27 December 2009

O Sunday, 27 December 2009

TOUCH Sunday, 27 December 2009

Laughing Gor Sunday, 27 December 2009

SONY Sunday, 27 December 2009

Non-‐traditional Media  Besides tradi5onal media which all engage in ( ) one-‐way communica5on, almost any other innova5ve ( ) way of delivering adver5sing messages is considered a non-‐tradi5onal medium.  They are not usually called “media”. Examples include the adver5sing space at airport, clinic, public restroom, soccer pitch, bus-‐stop, etc. Sunday, 27 December 2009

3D DISPLAY ON STATION TOP NISSIN Sunday, 27 December 2009

Non-‐traditional Media  Other examples include the point-‐of-‐purchase or point-‐of-‐sale (POP or POS) materials at supermarkets or pubs, LCD TV in buses or Airport Express (i.e. the train to the airport).  Internet is the largest non-‐tradi5onal media in terms of adver5sing spend. It features with two-‐way communica)ons between the adver5ser and the viewers, and hence more crea5ve and interac5ve idea can be deployed ( ). Sunday, 27 December 2009

Specialized ( ) Media  While tradi5onal and non-‐tradi5onal media focus on the general public, specialized media targets for special-‐ interest consumers or business marketers, e.g.  Fashion or photographic magazine  Handbill ( ), trade show, conven5on exhibit, product demo VCD/DVD for business people.  Direct mail, insert in newspaper, etc. which carries adver5sement only without editorial contents.  Catalogue, which is a booklet providing useful details for consumers to buy. Sunday, 27 December 2009

 Media Planning -‐ Lecture 2 Media Planning Process Sunday, 27 December 2009

 General Procedures in Media Planning Media Planning Sunday, 27 December 2009

 The star5ng point of media planning is  iden5ﬁca5on of marke)ng problems ( ) -‐ carry out detailed Situa)on Analysis ( ) which addresses the ﬁndings such as market size and share, distribu5on prac5ces etc. Sunday, 27 December 2009

 The star5ng point of media planning is  iden5ﬁca5on of marke5ng problems ( ) -‐ carry out detailed Situa)on Analysis ( ) which addresses the ﬁndings such as market size and share, distribu5on prac5ces etc.  The Situa5on Analysis should result in a Marke)ng Strategy Plan ( ) which details on what the 4Ps’ strategies are and how they should be carried out in terms of marke5ng programs. Sunday, 27 December 2009

 The star5ng point of media planning is  iden5ﬁca5on of marke5ng problems ( ) -‐ carry out detailed Situa)on Analysis ( ) which addresses the ﬁndings such as market size and share, distribu5on prac5ces etc.  The Situa5on Analysis should result in a Marke)ng Strategy Plan ( ) which details on what the 4Ps’ strategies are and how they should be carried out in terms of marke5ng programs.  If the promo5on strategy (one of the 4Ps’ strategies) requires adver5sing, a Crea)ve Strategy Plan ( ) should be formulated. Sunday, 27 December 2009

 Sunday, 27 December 2009

... / “PROBLEM” !!!  Sunday, 27 December 2009

Situa5on Analysis -‐ ... ~ ( ~)  Sunday, 27 December 2009

... ~!! (e.g. 4Ps) Marke5ng Strategy Plan -‐ ... ~  Sunday, 27 December 2009

Crea5ve Strategy Plan -‐ D ~ ~  Sunday, 27 December 2009

 Problems in Media Planning Insuﬃcient Media Data ( ) Sunday, 27 December 2009

Insufficient Media Data ( )  The reasons for insufficient media data are that the data cannot be measured ( ), high cost and the 5me lag in obtaining the data ( ). Examples of insufficient media data include: Sunday, 27 December 2009

Outdoor Advertising  No complete research on viewership and ad spend in outdoor adver5sing ( ) ~ ... .... Sunday, 27 December 2009

TV/Radio Commercial  No complete research on TV ra5ng in hotel or portable TV set. ( ) Sunday, 27 December 2009

TV/Radio Commercial  No complete research on TV ra5ng in hotel or portable TV set. ( )  TV/Radio ra5ng does not reﬂect the actual viewership on TV/Radio commercials. ( ) ... ... ... Sunday, 27 December 2009

TV/Radio Commercial  No complete research on TV ra5ng in hotel or portable TV set. ( )  TV/Radio ra5ng does not reﬂect the actual viewership on TV/Radio commercials. ( )  Even there is actual viewership data, there is no data on the degree of aXen5on paid to a par5cular commercial. ( ) Sunday, 27 December 2009

Print Advertisement (i.e. newspaper or magazine)  How people read newspapers and magazines? ( ) Sunday, 27 December 2009

Print Advertisement (i.e. newspaper or magazine)  How people read newspapers and magazines? ( )  How much of any given magazine or newspaper is read? ( ) Sunday, 27 December 2009

Print Advertisement (i.e. newspaper or magazine)  How people read newspapers and magazines? ( )  How much of any given magazine or newspaper is read? ( )  How many adver5sements are read? ( ) Sunday, 27 December 2009

Print Advertisement (i.e. newspaper or magazine)  How people read newspapers and magazines? ( )  How much of any given magazine or newspaper is read? ( )  How many adver5sements are read? ( )  How thoroughly are they read? ( ) Sunday, 27 December 2009

Print Advertisement (i.e. newspaper or magazine)  How people read newspapers and magazines? ( )  How much of any given magazine or newspaper is read? ( )  How many adver5sements are read? ( )  How thoroughly are they read? ( )  How does each vehicle aﬀect the percep5on ( ) of an adver5sement that it carries. ( vehicle ) Sunday, 27 December 2009

Internet Advertising  Whether a banner ad actually appeared on the user’s screen or the viewer clicked away before it had a chance to come up ( )? ( banner ad ) Sunday, 27 December 2009

Internet Advertising  Whether a banner ad actually appeared on the user’s screen or the viewer clicked away before it had a chance to come up ( )? ( banner ad )  Is the user paid any aXen5on to the ad? ( ) Sunday, 27 December 2009

Internet Advertising  Whether a banner ad actually appeared on the user’s screen or the viewer clicked away before it had a chance to come up ( )? ( banner ad )  Is the user paid any aXen5on to the ad? ( )  If click-‐through is low, e.g. 1%, can Internet act as an interac5ve adver5sing medium superior to tradi5onal mass media? (click-‐rate ) Sunday, 27 December 2009

Time Pressure ( )  Adver5sing agencies always face with rushing jobs. ( ) They usually do not have suﬃcient 5me to research, e.g. compe55ve analysis, and make a beXer plan. (By and large?, their plans are ooen professional and presentable). Sunday, 27 December 2009

Time Pressure ( )  Adver5sing agencies always face with rushing jobs. ( ) They usually do not have sufficient 5me to research, e.g. compe55ve analysis, and make a beXer plan. (By and large?, their plans are ooen professional and presentable).  Moreover, if the client is slow to approve the budget (usually happened in large corpora5on), the most desirable ( ) adver5sing space ( ), e.g. TV program or 5me-‐slot, may not be available because of the first-‐come-‐first-‐served basis. ( Budget ) Sunday, 27 December 2009

Pressure to Produce “Creative” Media Plans  Pure quan5ta5ve media plans are similar even done by different adver5sing agencies. Crea5vity is requested to outstand the effec5veness of communica5ng the product message, e.g. adver5se the financial service of a bank within news TV program. (sponsorship) MEDIA PLAN... ... MESSAGE ~!!!!!! Sunday, 27 December 2009

Pressure to Produce “Creative” Media Plans  Pure quan5ta5ve media plans are similar even done by different adver5sing agencies. Crea5vity is requested to outstand the effec5veness of communica5ng the product message, e.g. adver5se the financial service of a bank within news TV program. (sponsorship)  Quan5ta5ve data, not maXer how accurate ( ) they were measured, is only an es5mate ( ). ( ) Crea5vity can compensate ( ) for the perceived gap between the es5mate and the actual, at least subjec5vely ( ). ... “ ” “ ” ... Sunday, 27 December 2009

Pressure to Produce “Creative” Media Plans  Pure quan5ta5ve media plans are similar even done by different adver5sing agencies. Crea5vity is requested to outstand the effec5veness of communica5ng the product message, e.g. adver5se the financial service of a bank within news TV program. (sponsorship)  Quan5ta5ve data, not maXer how accurate ( ) they were measured, is only an es5mate ( ). ( ) Crea5vity can compensate ( ) for the perceived gap between the es5mate and the actual, at least subjec5vely ( ).  To reach for the increasingly fragmented ( ) and difficult-‐ to-‐target audience. Sunday, 27 December 2009

Pressure to Produce “Creative” Media Plans  Pure quan5ta5ve media plans are similar even done by different adver5sing agencies. Crea5vity is requested to outstand the effec5veness of communica5ng the product message, e.g. adver5se the financial service of a bank within news TV program. (sponsorship)  Quan5ta5ve data, not maXer how accurate ( ) they were measured, is only an es5mate ( ). ( ) Crea5vity can compensate ( ) for the perceived gap between the es5mate and the actual, at least subjec5vely ( ).  To reach for the increasingly fragmented ( ) and difficult-‐to-‐ target audience.  Small media ooen propose crea5ve ideas or programs to media planners because of their unfavorable media figures. Sunday, 27 December 2009

Institutional Inﬂuences ( ) on Media Decisions  Because of subjec5vity, clients or directors of adver5sing agencies may instruct ( ) to use or not to use certain media or vehicles, although the media may be desirable quan5ta5vely ( ) and strategically ( ). Sunday, 27 December 2009

Lack of Objectivity ( )  It comes when planners are over dependent on ﬁgures. There are many ways that the calculated ﬁgures, e.g. TV ra5ng, are inaccurate ( ) and not objec5ve ( ) enough for decision-‐making:  The methods of measurement might be imprecise. ( ) Sunday, 27 December 2009

Lack of Objectivity ( )  It comes when planners are over dependent on ﬁgures. There are many ways that the calculated ﬁgures, e.g. TV ra5ng, are inaccurate ( ) and not objec5ve ( ) enough for decision-‐making:  The methods of measurement might be imprecise. ( )  The sample size is too small. ( ) Sunday, 27 December 2009

Lack of Objectivity ( )  It comes when planners are over dependent on ﬁgures. There are many ways that the calculated ﬁgures, e.g. TV ra5ng, are inaccurate ( ) and not objec5ve ( ) enough for decision-‐making:  The methods of measurement might be imprecise. ( )  The sample size is too small. ( )  The audience is too large compared with the sample size. Sunday, 27 December 2009

Lack of Objectivity ( )  It comes when planners are over dependent on ﬁgures. There are many ways that the calculated ﬁgures, e.g. TV ra5ng, are inaccurate ( ) and not objec5ve ( ) enough for decision-‐making:  The methods of measurement might be imprecise. ( )  The sample size is too small. ( )  The audience is too large compared with the sample size.  The measurement technique is too biased ( ) or too insensi5ve ( ) than what it is supposed to be. Sunday, 27 December 2009

Lack of Objectivity ( )  It comes when planners are over dependent on ﬁgures. There are many ways that the calculated ﬁgures, e.g. TV ra5ng, are inaccurate ( ) and not objec5ve ( ) enough for decision-‐making:  The methods of measurement might be imprecise. ( )  The sample size is too small. ( )  The audience is too large compared with the sample size.  The measurement technique is too biased ( ) or too insensi5ve ( ) than what it is supposed to be.  A set of major numbers is not available ( ) Sunday, 27 December 2009

 Development and Future Trend in Media Planning Sunday, 27 December 2009

In the Old Days  Media planning consisted of simple, clerical ( ) tasks, with liXle informa5on and data about the media and hence liXle research can be done. Media planning department is typical in a large-‐scale adver5sing agencies. Sunday, 27 December 2009

Today  Because the mass consumer markets are breaking into small segments, and marketers are well informed from other resources, the media plan has to provide much detailed informa5on about the real audience. ( ) Sunday, 27 December 2009

Today  Because the mass consumer markets are breaking into small segments, and marketers are well informed from other resources, the media plan has to provide much detailed informa5on about the real audience. ( )  For example, a media vehicle targe5ng “women aged 18-‐49” is too broad in demographic characteriza5on. Life-‐styles, interests, and even media habits have to be addressed during the media planning. Sunday, 27 December 2009

Today  The increasing numbers of vehicles within the media, e.g. the numerous ( ) cable TV sta5ons, or the many special interest magazines, have segmented the mass markets into small groups. ( ) Sunday, 27 December 2009

Today  When a product is adver5sed in one of these speciﬁc channels, the majority of the customers will never see it. As a result, the media planner has to compensate ( ) by adver5sing to these lost poten5al customers in other less obvious ( ) and less targeted ( ), but much more popular venues, e.g. outdoor signage adver5sing.  ( CANON (speciﬁc channel) poten5al customers CANON ) Sunday, 27 December 2009

Today  Technological product, e.g. HD-‐DVD recorder, makes the broadcast medium less focus on target audience than it is supposed to be.  For example, people can record their favorite TV program across different TV channels using HD-‐DVD recorder. The audience profile of a given channel becomes much more complicated ( ) and diversified ( ). Another issue is the skip of TV commercials by this kind of technological product. Sunday, 27 December 2009

Today  Media buying company is formed by consolida5ng ( ) the media planning departments of several agencies.  The advantages are more eﬃciently use of resources (e.g. buying research data) and manpower with increased business (i.e. ad spend / billing) aoer consolida5on. Sunday, 27 December 2009

Future Trend  More crea5ve media buying ( ) Sunday, 27 December 2009

Future Trend  More crea5ve media buying ( )  More alterna5ves ( ) needed to compensate for the increasing loss of customers aXen5on to adver5sements and commercials. ( ) Sunday, 27 December 2009

Future Trend  More crea5ve media buying ( )  More alterna5ves ( ) needed to compensate for the increasing loss of customers aXen5on to adver5sements and commercials. ( )  Merger ( ) and acquisi5on ( ) of media buying companies ( – ) Sunday, 27 December 2009

Future Trend  More crea5ve media buying ( )  More alterna5ves ( ) needed to compensate for the increasing loss of customers aXen5on to adver5sements and commercials. ( )  Merger ( ) and acquisi5on ( ) of media buying companies ( – )  Large media buying company decomposes ( ) into smaller agencies specialized in speciﬁc crea5ve media buying, or total strategic media planning ( ) Sunday, 27 December 2009

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Mp Week 1

by jackin on Dec 26, 2009

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Mp Week 1 — Presentation Transcript