1. Media in marketing
CHAPTER 8
Media Planning & Buying in the 21st Century

2. Agenda
MARKETING PLANNING PROCESS
Situation analysis
Defining the problem
Problems & Opportunities
Objectives, Strategies & Tactics
Marketing Objectives
Marketing Strategies
Marketing Action Plan
Media Planning & Buying in the 21st Century

3. Marketing Planning Process
1.
Mission statement: what business are you in?
What are the company’s values?
2. Situation analysis: where are we?
3. Marketing Objectives: where do we want to go?
4. Marketing Strategy: How do we get there?
5. Marketing Tactical Plan: What is the best plan for
getting us there?
Media Planning & Buying in the 21st Century

4. Situation Analysis
 Asks/Answers: Where are we?
 A comprehensive review and analysis of business
performance, e.g.:







Industry and brand sales/share trends
Consumer characteristics and diagnostics
Geographic issues
Trade & distribution situation and issues
Competitive activity
Performance of previous marketing plans
Identify problems and opportunities
 Media application: provides data & understanding of
what brand faces
Media Planning & Buying in the 21st Century

5. Defining the Problem
 One of the most important planning tasks is to
accurately define the problem. You cannot solve a
problem if you don’t know what it is
 Unfortunately, there is often confusion about the
difference between problems and symptoms
 Clients often equate sales declines with the problem;
however, a decline in sales is usually a symptom of
some other problem(s) which should be identified
before taking action
 Example: If you had a severe stomach ache (symptom),
would you hope that your doctor identify the problem
as the flu or a bad appendix before operating?
Media Planning & Buying in the 21st Century

6. Problems & Opportunities
 Problems & Opportunities
 The media plan should, when possible, address key marketing
problems or opportunities identified in the situation analysis and
client discussions
 Problems include sales obstacles like:
 Product deficiencies
 Inadequate distribution
 Low top of mind awareness
 Low purchase consideration
 Low quality image
 Low trial or repurchase
 Opportunities include things like:
 Competitor is low on stock
 Consumers are amazed at quality of the product
 An opportunity exists to create a major joint promotion with Fortune
500 Buying in the 21st
Media Planning &companies Century

7. Every Product has Problems & Opportunities
Media Planning & Buying in the 21st Century

8. Campbell Soup Case Study
 Campbell Soup sales were declining
 Conducted research to identify “why”
 Research identified the problem: mothers were




forgetting about soup as a nutritious lunch for their
children (declining top of mind awareness)
Consequently, pantry stocks of soups were increasing
eliminating the need to buy more soup.
If pantry stocks were reduced, moms might buy more
soup
To solve the problem, mothers had to think of soup for
the kids’ lunches
Media solution: pre-lunch time radio reminding moms to
serve nutritious soup! It worked!!
Media Planning & Buying in the 21st Century

9. Objectives, Strategies & Tactics
 Objectives
 What do you want to accomplish?
 Maybe your personal objective is to go to Rome
 Strategies
 How are you going to accomplish the objectives?
 To get to Rome, you decide to fly
 Tactics
 What are the details of the proposed strategy?
 To fly to Rome, you select Flight 007 leaving at 6 AM on May 1,
2011 from Fargo International Airport
Media Planning & Buying in the 21st Century

10. Marketing Objectives
 From a business and marketing perspective, what
does the company/brand want to accomplish in the
next year and five years out? Examples:




Sales (total/by segment)
Market share (total/by segment)
Distribution
Definition of the brand
 Media Application: Use marketing objectives to help
define communications tasks and the magnitude of
the tasks.
Media Planning & Buying in the 21st Century

11. Marketing Strategy
Target Market: Source of Volume


Where will the business come from?
Current customers?
 Competitors’ customers?
 Market expansion like I-Phone?

 Marketing Mix: Strategies to employ

How do we best address the target market with a communications
mix which will achieve the marketing objectives?
 Media Application: Understand target audience
considerations and marketing mix roles
Media Planning & Buying in the 21st Century

12. Source of Volume/Target Markets
 Source of Sales Volume
 Define consumer groups which will account for sales volume
 Where is business most likely to come from?
Market expansion
 Current Customers
 New Customers
 From which specific competitors?
 From which Consumer Segments?
 Non Users vs. Heavy Users?
 Other?

Media Planning & Buying in the 21st Century

13. Marketing Mix Addresses Target Markets
(Source of Volume)
Media Planning & Buying in the 21st Century

14. Marketing Plan
 Marketing plan is a translation of the marketing strategy
into an action plan which provides details, including
advertising plans, promotions, timing of new product
introductions, changes in product, pricing, distribution
initiatives, etc., in relation to the brand’s marketing goals &
objectives
 The marketing plan includes proposed budgets to support
elements of the plan, e.g., ad budget, cost of purchase
incentives , etc.
 Media Application: The media plan may have to support
many of the initiatives in the marketing plan, e.g., to
support a year end sales event or launch a new product.
Media Planning & Buying in the 21st Century