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Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
Media Planning 101 Lecture
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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

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