E advertising : media planning and scheduling

1. 5-1
Advertising: Media Planning and
scheduling

2. 5-2
Media Planning
“A plan of action to communicate a message to a tar
get market a the right time, and right frequency.”
The goal of a media plan is to be efficient: to gain m
aximum exposure at minimum cost.

3. 5-3
Media Planning
Advertising Plan IMC
Plan
Media Plan
Objectives
Strategies
Execution
Creative
Plan

4. 5-4
Media Brief
Media planners require essential information from the
client.
1. Market Profile
2. Competitor Media Strategy
3. Target Market Profile
4. Media Objectives
5. Budget

5. 5-5
Media Plan
“A document outlining how a client’s budget will be sp
ent.”
Media Objectives
Media Strategies
Media Execution

6. 5-6
Media Objectives
Who is the target market?
What is the message?
Where are the priority markets?
When is the best time to advertise?
How many, often, long?

7. 5-7
Media Strategy
Numerous factors are evaluated and they are usually
ranked based on priority.
• Target market and media matching strategy
• Creative strategy influences media choices
• Coverage decisions are based on the budget
• Timing decisions are crucial for scheduling
• Reach, frequency, and continuity priorities
• Budget

8. 5-8
Reach / Frequency / Continuity
Reach
Frequency
Continuity
Total audience exposed to a message
one or more times in a period, usually
a week.
The average number of times a messa
ge has been exposed to an audience o
ver a period of time.
The length of time required to generat
e impact on a target.

9. 5-9
Media Execution
Selecting the right media is usually a three stage decision
process.
1. Type of Media Magazine Television
2. Class of Media Sports Network
3. Specific Medium Sports Illustrated CTV
When selecting a specific medium, CPM is a determining f
actor.

10. 5-10
Scheduling and Budget Summary
1. A blocking chart summarizes in a few pages all of the m
edia execution details: media usage, market coverage,
weight levels, reach and frequency, and timing of the ca
mpaign.
2. The budget summary classifies spending by medium, re
gion, and time of year.

11. 5-11
Assessing Media Alternatives
Medium Pro Con
Television Impact High Cost
Reach Clutter
Radio Targeting Fragmentation
Frequency Message (Sound only)
The strengths and weaknesses of all media options a
re evaluated.

12. 5-12
Assessing Media Alternatives
Medium Pro Con
Newspaper Local Reach Short Life
Key Market Coverage Clutter
Magazine Targeting Clutter
Message Quality Low Frequency
Outdoor Reach Creative Limitations
Frequency Low Targeting

13. 5-13
TV Advertising Alternatives
Factors such as the budget available and market coverage
priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content

14. 5-14
Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market” st
rategy is recommended.

15. 5-15
Newspaper Advertising
Local market circulation and readership make newspap
ers an attractive medium.
1. Newspapers are ideal for a “key market” media st
rategy.
2. Newspapers are attractive to national advertisers,
and national and local retailers.
3. Newspapers offer “merchandising” opportunities.

16. 5-16
Magazine Advertising
Magazines are excellent at targeting precisely defined au
diences.
1. Magazines are a “class” medium instead of a “mas
s”medium.
2. The clustering of ads has a negative influence on
message impact.
3. Magazines are ideal for “profile matching” media
strategies.

17. 5-17
Out-of-Home Advertising
Outdoor is a passive medium but the message is very visi
ble.
1. Outdoor ads reach the same audience frequentl
y.
2. A wide variety of alternatives are available. O
utdoor can be virtually anywhere!
3. An ideal medium for “shotgun” media strategi
es in key markets.