Mp Week2

Sample Media Plan Media Planning - Lecture 3 Sunday, 27 December 2009

Constituents ( ) of a Complete Media Plan Sunday, 27 December 2009

Constituents of a Complete Media Plan 1.1 Core Constituents ( ) Sunday, 27 December 2009

CONSTITUENTS OF A COMPLETE MEDIA PLAN 1.1 CORE CONSTITUENTS ( ) Sunday, 27 December 2009

Core Constituents ( ) Background ( ) – some marketing highlights, new project/project continuation ( ), media budget Sunday, 27 December 2009

Core Constituents ( ) Media Objectives ( ) – what tasks the media are expected to carry out ( ) Sunday, 27 December 2009

Core Constituents ( ) Competitive Analysis ( ) – spending levels ( ), media used ( ), timing of delivery ( ) Sunday, 27 December 2009

Core Constituents ( ) Target Audience Analysis ( )– demographic analysis of target audience Sunday, 27 December 2009

TARGET AUDIENCE ANALYSIS WHAT’S THEIR TARGET AUDIENCE Sunday, 27 December 2009

Core Constituents ( ) Media Habits of the Target Audience – some analytics about various vehicles ( ) Sunday, 27 December 2009

Core Constituents ( ) Rationale ( ) for Media Selection – reasons for selecting the various media and vehicles ( ) Sunday, 27 December 2009

Core Constituents ( ) Media Strategy ( ) – how the media plan will accomplish ( ) the stated objectives Sunday, 27 December 2009

Core Constituents ( ) Media Schedule ( ) – action elements including timelines ( ), expected reach and frequency, ad sizes, individual costs and total budget. Sunday, 27 December 2009

Constituents of a Complete Media Plan 1.2 Additional Constituents ( ) Sunday, 27 December 2009

KIT-KAT ADVERTISING AWARDS Sunday, 27 December 2009

Additional Constituents ( ) Product Seasonality ( ) – how particular media can suit the product seasonality, e.g. summer promotion advertised for Ocean Park’s Water World. Sunday, 27 December 2009

OCEAN PARK HALLOWEEN AD Sunday, 27 December 2009

OCEAN PARK CHRISTMAS AD Sunday, 27 December 2009

Additional Constituents ( ) Other Media Considered but Not Recommended ( ) Sunday, 27 December 2009

Additional Constituents ( ) Detailed Media Cost Estimates and Calculations ( ) Sunday, 27 December 2009

Additional Constituents ( ) Alternative Plans at Various Budget Levels Above and Below the Quoted Budget ( budget plans ) Sunday, 27 December 2009

Additional Constituents ( ) Decision Dates and Cancellation Flexibility ( ) Sunday, 27 December 2009

Additional Constituents ( ) Responses to Earlier Client’s Questions ( clients - ) Sunday, 27 December 2009

Additional Constituents ( ) Photos – especially about those creative media, e.g. MTR advertising space Sunday, 27 December 2009

HOW TO WRITE A GOOD MEDIA PLAN MEDIA PLANNING Sunday, 27 December 2009

Additional Constituents ( ) A media plan is the blueprint ( ) for how the advertising message ( ) will be delivered to the target audience. It is typically presented by the media planner to the advertiser at a meeting, and the advertiser will then discuss it internally ( ) before coming back to the ad agency with comments. Sunday, 27 December 2009

Additional Constituents ( ) A good media is a persuasive ( ) document that (1) communicates the rationale ( ) behind recommendations ( ) to spend signiﬁcant amounts of money, (2) lays down ( ) media objectives ( ), (3) formulates ( ) the media strategies, (4) proposes implementations ( ) according to the strategies and (5) entails evaluating alternatives ( ). It must be well organized, well written, simply presented and straightforward. The presentation of the whole plan should be completed in 10-15 minutes. Sunday, 27 December 2009

Information Revealed ( ) from Media Plan Sunday, 27 December 2009

• Media plan is typically ( ) prepared by advertising agency. • Thus it is a professional guide ( ) for implementation ( ) of media buying, which should maximize the efﬁciency ( ) of ad spend. However, there are precautions ( ) in using and interpreting the data: Sunday, 27 December 2009

• Total media spend proposed is as large as possible because it favours better agency commission ( )( D) • Propensity ( ) to using media or vehicles that can offer greater discount to the ad agency( ) • Some media, e.g. outdoor advertising space, suffer from data deﬁciency ( ) of viewer or audience trafﬁc. ( ) Sunday, 27 December 2009

• High variability ( ) of effectiveness and efﬁciency of new or creative media ( ) because no past records can be followed. ( ) Sunday, 27 December 2009

• High variability ( ) of effectiveness and efﬁciency of new or creative media ( ) because no past records can be followed. ( ) • Discount has to been assumed on ( ) TV ratings and circulations ( ), e.g. those audited by Audit Bureau of Circulations ( ), UK, (ABC), if they are interpreted ( ) for the actual viewership of TV commercials and print advertisements. Sunday, 27 December 2009

Sunday, 27 December 2009

• High variability ( ) of effectiveness and efﬁciency of new or creative media ( ) because no past records can be followed. ( ) • Discount has to been assumed on ( ) TV ratings and circulations ( ), e.g. those audited by Audit Bureau of Circulations ( ), UK, (ABC), if they are interpreted ( ) for the actual viewership of TV commercials and print advertisements. • Plus or minus 10% has to be allowed for the actual ad spending because the ﬁgures in media plan are estimates only. (10% ) Sunday, 27 December 2009

Sample Media Plan Sunday, 27 December 2009

A fictitious ( ) media plan is presented for teaching purpose. The figures, brand, and model name presented may or may not be realistic. Sunday, 27 December 2009

Media Plan Background Sunday, 27 December 2009

4.1 Background Sunday, 27 December 2009

• Nike, Inc. has been one of the leading producers and marketers of sporting products for many years. In anticipation of the blooming demand of sporting products due to Beijing Olympics 2008, Nike is launching a series of new technological sporting products, featuring the use Air Helium Max for the soles of their sporting shoes. Sunday, 27 December 2009

• Nike has told the agency to assume a total advertising budget of US$11 millions for Air Helium Max sporting shoes in Hong Kong market, of which US$10 millions is for working media, and has asked for a recommended media plan. • The account services group says that the client requests both 30-sec TV commercials and 4-color print advertisements, plus other creative advertisements as deem appropriate. Sunday, 27 December 2009

4.2 Media Objectives Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). NIKE Create Awareness... ... ... Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). Following the above introduction, provide sustaining ( ) support through the remainder of Olympic months. Sustaining~? ~!!!! ... ... “ ... Stand By Me...” Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). Following the above introduction, provide sustaining ( ) support through the remainder of Olympic months. Target advertising to the general, aged 15 – 64, male and female. ... Target Audience ( TA) ( ) ... ~ ... Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). Following the above introduction, provide sustaining ( ) support through the remainder of Olympic months. Target advertising to the general, aged 15 – 64, male and female. During the introductory period ( ), reach ( ) 80% of target audience and average of ﬁve times (frequency), and 50% three or more times. TA TA Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). Following the above introduction, provide sustaining ( ) support through the remainder of Olympic months. Target advertising to the general, aged 15 – 64, male and female. During the introductory period ( ), reach ( ) 80% of target audience and average of ﬁve times (frequency), and 50% three or more times. TA TA ( ~~ ...) Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). Following the above introduction, provide sustaining ( ) support through the remainder of Olympic months. Target advertising to the general, aged 15 – 64, male and female. During the introductory period ( ), reach ( ) 80% of target audience and average of ﬁve times (frequency), and 50% three or more times. Following the introduction, sustain awareness ( ) by reaching 30% of the targets at least once of month. TA Sunday, 27 December 2009

Media Objectives Within the US$10 million budget (Budget), create awareness of Air Helium Max shoes (Objective) before start of Beijing Olympics 2008 (Timing). Following the above introduction, provide sustaining ( ) support through the remainder of Olympic months. Target advertising to the general, aged 15 – 64, male and female. During the introductory period ( ), reach ( ) 80% of target audience and average of ﬁve times (frequency), and 50% three or more times. Following the introduction, sustain awareness ( ) by reaching 30% of the targets at least once of month. Utilize media that can create awareness and effectively communicate the technical advantages of Air Helium Max. Sunday, 27 December 2009

1.1 Competitive Analysis Sunday, 27 December 2009

Budgets Sunday, 27 December 2009

Budgets Leading Competitor - Adidas Sunday, 27 December 2009

Media Selection 2% 9% 2% 8% MTR 52% 12% Radio Outdoor Magazine Newspapers 15% TV Internet Sunday, 27 December 2009

Leading Competitors’ Timing of Delivery Sunday, 27 December 2009

Target Audience Analysis Sunday, 27 December 2009

Target Audience Analysis Statistics show that the no. of targets aged 35-64 is 3,110,744, accounting for 45.3% and that of aged 15-34 is 1,961,131, accounting for 28.5% of the total population. Sunday, 27 December 2009

Media Habits of the Target Audience Sunday, 27 December 2009

• TV, which is stipulated ( ) medium by the clients, can create awareness to highest percentage of target markets at shortest time. • Following the convention, heavier budget will be spent on TVB Jade against proportionally smaller budget on ATV Home. • Little budget will be spared ( ) for the English channels of both TVB Pearl and ATV World, and some will be used for NOW TV channels of sports. • Prime time ( ) will be primarily ( ) considered for all TV spots. • Product placements ( ) in prime-time TV programs will be also considered if appropriate. Sunday, 27 December 2009

• Newspaper and magazine, being other stipulated ( ) medium, can follow on the burst ( ) of TV commercials and detail the advantages of the new technology. • Oriental Daily News (ODN) and Apple Daily are primarily considered. • General interest magazine like Next Magazine and Ming Pao Weekly will be used for both normal and editorial advertisement. • On the other hand, (1) niche-market newspaper like Wen Wei Pao or (2) specialized interest magazine like Photog will not be considered because of low advertising effectiveness and efﬁciency. Sunday, 27 December 2009

MTR and KCR advertisements will be used for capturing those working groups sparing no hours on watching TV and print ad. MTR station of Central, Tai Koo, Tsim Sha Tsui, Mongkok and Kwun Tong, and KCR station of Kowloon Tong and Shatin will be considered for escalator crown ( ), 4-sheet and 12-sheet advertisement. Sunday, 27 December 2009

• Outdoor advertising at some prime location, e.g. those at Fa Yuen Street, Mong Kok, can induce impulsive ( ) buying for those people shopping for sport shoes. • On the other hand, billboard advertising at Cross Harbour Tunnel and Eastern Habour Tunnel can create awareness of the brand and the new product. Sunday, 27 December 2009

• Internet advertising can complement ( ) traditional mass media in reaching those young targets who are heavy internet surfers. Sunday, 27 December 2009

Creative Media Buy • Deﬂated helium balloon is giveaway for each Next Magazine copy to signify the lightless and use of helium in sport shoe soles. • Airship in the form of a dummy Air Helium Max sport shoes is proposed because it signiﬁes the lightness of the new sport shoes. Sunday, 27 December 2009

Media Strategy Sunday, 27 December 2009

• Use TV as the primary medium to create awareness for the targets aged 35-64 • Use print, MTR/KCR and Internet advertisement to complement TV in reaching the targets aged 15-34 and supplement the dissemination of detailed product message. • Concentrate introductory weight in June/ July 2008 to lead the Olympic period by buying spots and sponsor special TV programs on Olympics, e.g. title TV sponsorship or product placement Sunday, 27 December 2009

• Provide sustainable support in the weekly program Sports World on TVB Jade before, over and after the Olympic Period. • Highlight the site’s Internet address in print, outdoor advertisements and TV commercials. • In addition to the above thematic advertising, use tactical advertisements, e.g. discounted sales promotion, immediately before commencement of new academic year to boost sales to students • Re-launch the thematic and tactical advertisements in next festive seasons, i.e. Christmas of 2008, New Year and Chinese New Year Holidays in 2009. Sunday, 27 December 2009

Post-Buy Evaluation Sunday, 27 December 2009

Since the budgets of a media plan are estimates, the media planner has to prepare a post-buy evaluation that reports the actual ﬁgures about the advertisements delivered. Sunday, 27 December 2009

As an example, the elements of post- buy reports for magazine may include: • The page that each ad appeared, showing rotation of more than one insertion of ad. • Presence ( ) of any neighboring competitive advertising • Right-hand or left-hand page, • Adjacency ( ) to compatible ( ) editorial materials Sunday, 27 December 2009

• In addition to advising the clients, post- buy evaluation is used as background for future negotiation with the media. • It is a numerical analysis of what was executed versus what was planned. • It does not deal with large issues such as the awareness or success of the advertisements, which should be related to the effectiveness of the whole advertising program for which the entire marketing team is responsible. Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Sunday, 27 December 2009

Composition ( – Target Audience ) = [no. of readers that is within targets / total no. of readers of a particular magazine] x 100% It is obtained through research by the magazine from time to time. Sunday, 27 December 2009

MILK Sunday, 27 December 2009

TA Sunday, 27 December 2009

TA o si tion Co mp 30% Sunday, 27 December 2009

Coverage ( – TA ) = [total no. of readers of a particular magazine / total no. of targets] x 100% Index =[ Composition / percentage of targets out of total population ] x 100% CPM = Cost Per Mille (i.e. Cost Per Thousand) = [4C Cost / Audience] x 1000 Sunday, 27 December 2009

TA Sunday, 27 December 2009

TA ver age Co 80% Sunday, 27 December 2009

TA o si tion Co mp 30% Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Total Target: 35-64 (TA ) =1,248,855+1,193,788+668,101 =3,110,744 Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Composition (Total Targets): % TA = Total TA / population =3,110,744 / 6,864,346 =45.3% Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Audience ( ) =Total TA X Coverage =3,110,744 X 31% =952,792 Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Composition of Magazine (East Touch) Touch TA = Index X Composition of Total TA = 157 X 45.3% = 70.9% Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Coverage of Ming Pao Weekly TA = Audience / Total TA = 852,097 / 3,110,744 = 27% Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 Index ( ) 100 100 TA = Composition / Composition of TA X 100 = 70.9 / 45.3 X 100 = 157 Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 4C Cost ( ) CPM = 4C Cost / Audience X 1,000 4C Cost = Audience X CPM / 1,000 = 652,523 X 53.33 / 1,000 =HK$ 34,800 Sunday, 27 December 2009

Media Habits of the Targets Aged 35-64 CPM (CPM = Cost Per Mille (i.e. Cost Per Thousand) = 4C Cost / Audience X 1,000 = 44,500 / 952,792 X 1,000 = 46.70 Sunday, 27 December 2009

Tutorial Sunday, 27 December 2009

With reference to the above table, suppose the total population is 6,800,000, ﬁll in the blank above. Sunday, 27 December 2009

(c) (f) (g) (i) (k) (a) (j) (m) (d) (h) (l) (b) (e) (n) Sunday, 27 December 2009

Audience of Mag B = Total Target Audience x Coverage = 4,333,012 x 27% = 1,169,913 Audience of Mag D = Total Target Audience x Coverage = 4,333,012 x 33% = 1,429,894 Sunday, 27 December 2009

Composition of Total Target = Total Target Audience / population = 4,333,012 / 6,800,000 = 63.72% Sunday, 27 December 2009

Composition of Mag C= Index x Composition of Total Target = 131 x 63.72% = 83% Composition of Mag D= Index x Composition of Total Target = 142 x 63.72% = 90% Sunday, 27 December 2009

Coverage of Total Target = Audience / Total Target Audience = 4,333,012 / 4,333,012 = 100% Sunday, 27 December 2009

Coverage of Mag A = Audience / Total Target Audience = 952,792 / 4,333,012 = 22% Coverage of Mag C = Audience / Total Target Audience = 511,503 / 4,333,012 = 12% Sunday, 27 December 2009

Index of Mag A = Composition / Composition of Total Target x 100 = 84.7 / 63.72 x 100 = 133 Index of Mag B = Composition / Composition of Total Target x 100 = 73.1 / 63.72 x 100 = 115 Sunday, 27 December 2009

4C Cost of Mag A = Audience x CPM / 1000 = 952,792 x $40.11 / 1000 = $38,216 4C Cost of Mag C = Audience x CPM / 1000 = 511,503 x $63.02 / 1000 = $32,235 Sunday, 27 December 2009

CPM of Mag B = 4C Cost / Audience x 1000 = 22,950 / 952,792 = $19.62 CPM of Mag D = 4C Cost / Audience x 1000 = 39,850 / 1,429,894 = $27.87 Sunday, 27 December 2009

Mp Week2

by jackin on Dec 26, 2009

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