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Media Planning 101 Lecture

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In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.

In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.

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  • 1. Zeenat RasheedNovember 30, 2009
    www.zeenatrasheed.com
    Media Planning
  • 2. What is media planning?
    Getting the right message…
    … in front of the right person…
    … at the right time…
    … with the right amount of money…
    … to generate the right response.
    Ad agency vs. Media agency
    Media Buying, too
  • 3. The Communications Model
    Ad Agency
    Media Agency
    Source: Advertising & Promotion (Belch & Belch), 2007
  • 4. Quick Definitions
    Media Channel
    Media Vehicle
  • 5. (Ideal) Agency Planning Process
    Marketing Input
    Media Objectives
    Media Strategies
    Media Plan
    • Translate business objectives into media goals
    • 6. Translate media goals into strategic media planning guidelines
    • 7. Make tactical decisions specific to each media channel and vehicle
    • 8. Business model, marketing strategy, research, industry trends
    • 9. Business/sales objectives & strategies for upcoming year, new product launches, major initiatives to focus on etc.
  • Media Plan Components
    How Much?
    Delivery
    Who?
    Targeting
    What?
    Media Channels
    Where?
    Geography
    When?
    Scheduling
  • 10. 1. Targeting
  • 11. Target Analysis
    To determine the right target audience
    To understand audience behaviors and media consumption habits
    Ensures efficiency, avoids waste, prevents over-exposure
  • 12. Agency Resources for Targeting Analysis
    Primary data
    Internal brand audits
    Audience tracking studies
    Sales data
    Desk research
    Forrester, Mintel, Yankelovich, vendor-provided reports
    Business/competitive intelligence  trends
    Secondary syndicated data
    Media analytics software, ex: IMS Crosstab
    Panel studies, ex: MRI, Scarborough, Simmons
    Psychographics vary by questionnaire: Activities, Interests, Lifestyle, Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations
  • 13. IMS Crosstab
    Example: what’s the right audience for a company trying to sell recycled paper plates?
    • Try different audience group columns to determine the right target audience
    • 14. Try different psychographic rows to narrow down popular audience behaviors
    • 15. Try combining with AND (&) and OR (!)
    • 16. More factors = smaller, less efficient audience
  • The Venn Diagram
    Useful way to visualize the target selection and recommendation
    Helps convince clients that the audience size is targeted, yet viable enough to deserve sufficient marketing dollars
    Adults 18+ living in Boston: 100MM
    Women 25-54 w/ Graduate Degree: 10MM
    Consider themselves environmentally conscious (based on two defined factors): 1.2MM
  • 17. Clip Time!
    Who do you think is the media target audience for this product?
  • 18. 2. Media Channels
  • 19. Mass “traditional” media
    Print
    Out-of-Home
    Broadcast
    Direct Mail, Sales Promotion
    Online
    New “narrowcast” media
  • 20. Changes in Media Landscape
    Explosion of media channels and vehicles
    Clutter
    Fragmentation
    Continuous Partial Attention
    Rise of the DVR
    Time-shifted audiences
    Demise of the newspaper industry
    Creativity in outdoor media
    Internet, Email, Social media, Web 2.0
  • 21. Convergence
  • 22. Media Consumption: Quintiles
    Amount of time the target spends using different media
    Guides media selection
    Usage measured at 5 levels
    Heavy, Heavy-Medium, Medium, Medium-Light, Light
    Example:
    Target: A25-54, with one child in HH aged 4-14, HHI $50K+
    Source: 2008 MRI Doublebase
  • 23. Media Channel Analysis
    Email
    FSIs, Coupons
    POP
  • 24. 3. Geography
  • 25. Questions for Market Selection
    Where do the majority of your sales come from? Is there a natural need for your product in certain regions?
    What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped?
    Where is the competition strong? Do we want to compete?
    What is your budget?
    National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket cost
    Answer = National, Regional or Local
  • 26. Selecting Local Markets
    Brand Development Index (BDI)
    Which markets are better for your brand than others
    Category Development Index (CDI)
    Which markets are better for your category than others
    Sales (for brand or category) as a percentage of population in any particular market
    (Sales / Population) x 100
  • 27. Brand Development Index (BDI)
    Measures the strength of markets for a brand by calculating brand sales in relation to population size
    BDI = % of brand sales in market X 100
    % of U.S. population in that market
    Example: Nordica Boots
    Nordica sales in Los Angeles account for 8.35% of total U.S. sales
    Los Angeles makes up 5.09% of the entire U.S. population
    BDI = 8.35% X 100 = 164 BDI
    5.09%
  • 28. Category Development Index (CDI)
    Measures a category’s potential for growth in a market by calculating category sales in relation to population size
    Indicates maturity/development of a brand category and potential need
    CDI = % of category sales in market X 100
    % of U.S. population in that market
    Example: Nordica Boots
    Boots category sales in Los Angeles account for 7.25% of total U.S. sales
    Los Angeles makes up 5.09% of the entire U.S. population
    CDI = 7.25% X 100 = 142 CDI
    5.09%
  • 29. Clip Time!
    In what marketswould you advertise this product?
  • 30. 4. Scheduling
  • 31. Scheduling Analysis
    Related to consumer decision-making times
    When should we promote our product in order to maximize purchase?
    Time of year (seasonality)
    Time of month (purchase windows, sales and promotions)
    Time of day (dayparts)
    Strategies
    Continuity
    Flighting
    Pulsing
  • 32. Dayparts
    6am-10am: Early Morning
    10am-4:30pm: Daytime
    4:30-7pm: Early Fringe/News
    7pm-8pm: Prime Access
    8pm-11pm: Prime
    11pm-12am: Late News
    12am-2am: Late Fringe
    2am-6am: Closedown
    6am-10am: AM Drive
    10am-3pm: Midday
    3pm-7pm: PM Drive
    7pm-12am: Evening
    12am-6am: Overnight
    Television (EST, M-F)
    Radio
  • 33. 5. Delivery
  • 34. Media Math
    Reach
    Size of audience
    Number of actual target audience members exposed to your message at least once during the advertised period (ex: 60% of A18-24)
    Frequency
    Number of times each audience member sees/hears your message during the advertising period (ex: 3x)
    Gross Impressions
    Reach x Frequency
    Number of people reached (x) number of times they saw an ad across media vehicles
  • 35. Basic Concepts
    Ratings
    % of audience that watched/listened
    Sweeps
    Two key audience measurement times: November and May
    Live Only/Live +3
    Accounts for DVR viewing
    Nielsen’s Local People Meters (LPMs)
    New: Digital set-top boxes that automatically log information
    Arbitron’s Portable People Meters (PPMs)
    New: Belt-clip tuners that automatically capture tuned in frequencies
  • 36. So, now that you’re all media planning experts…
  • 37. The Kindle
  • 38. Applying The 5 Considerations
    Who?
    Targeting
    What?
    Media Channels
    Where?
    Geography
    When?
    Scheduling
    How Much?
    Delivery
  • 39. Information Resources
    Media Life Magazine (www.medialifemagazine.com)
    Mediaweek (www.mediaweek.com)
    Advertising Age (www.adage.com)
    Trendwatching.com
    New York Times: Media & Marketing section
    Observe TV, Radio, Print Media, Outdoor Media, the Internet for trends and ideas
  • 40. Thanks for your Continuous Partial Attention Questions?
    www.zeenatrasheed.com