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Mp Week 1 Mp Week 1 Presentation Transcript

  •  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
  • 31 Sunday, 27 December 2009
  • Sunday, 27 December 2009
  • 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
  • 36 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
  • 58 Sunday, 27 December 2009
  • 59 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
  • Sunday, 27 December 2009
  • 62 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
  • Media Planning Work Hard, Play Hard Sunday, 27 December 2009
  • O Sunday, 27 December 2009
  • Sunday, 27 December 2009
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  • TOUCH Sunday, 27 December 2009
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  • SONY Sunday, 27 December 2009
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  • 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
  •  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
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  •  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
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  •  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
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  • ... /  “PROBLEM”  !!!  Sunday, 27 December 2009
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  • Situa5on  Analysis  -­‐   ...   ~   ( ~)  Sunday, 27 December 2009
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  • ... ~!!  (e.g.  4Ps) Marke5ng  Strategy  Plan  -­‐   ...   ~  Sunday, 27 December 2009
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  • Crea5ve  Strategy  Plan  -­‐   D ~ ~  Sunday, 27 December 2009
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  •  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
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  • 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
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  • 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  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  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  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  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  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  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  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  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  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  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  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  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  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  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  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  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  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  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  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  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
  • Sunday, 27 December 2009
  • 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