Media Planning By Ajitha Sheril A. C. Anbu Kumar M. Anu PaulBrajesh Kumar Singh
Media Planning • Media planning: The series of decisions involved in delivering the message to the target audience. • Media plan: The actual document detailing media planning decisions. • Media objectives: Objectives of media plan. • Media strategies: action plans to reach objectives. • Medium: channel such as print, broadcast.
Media Planning • Media vehicle: Specific carrier in a media category (television, magazines). • Media mix. Media Strategy Concerns: • Target market coverage. • Geographic coverage
Media Questions Two basic processes: 1. Planning media strategy, including the specific types of consumers/audiences the messages will be directed to. 2. Selecting and Buying media vehicles. • Media planning is both an art and a science. An essential part of the advertising business.
Media Questions • Where should we advertise? • Which media vehicles? • When during the year? • Should we concentrate our advertising? • How often should it run? • What opportunities are there to integrate our media planning with other Promotion or Communication tools?
Media Planning • Planners direct the messages to the right people at the right time in the right environments. • TV: Networks, syndication, local, cable, satellite. • National, Regional and Local issues • Non traditional: In flights, parking meters, blimps, shopping carts, milk cartons, litter cans, taxis, sponsorships.
Media Planning • Increasing media choices and options • Audience fragmentation • Costs and rate hikes • Multimedia, and interactive • Diverse audiences • And more
Commonly Available Media Vehicles 1966 vs. 2006 • Broadcast TV, Cable • Broadcast TV TV, Pay TV, VOD • Cable TV (Limited) • Satellite TV and Radio • Movies/Cinema Adv. • Movies/Cinema Adv. • AM/FM radio • AM/FM radio • Reel to Reel tape • Telephone and Mobile phone • Telephone • Postal Mail • Postal Mail • Newspapers, Magazines • Newspapers (17K titles) • Magazines (9K) • CD, cassette, MP3, VCR, DV • Books D, PVR • Internet and web, including email, web • 1966: 24 hours a day browsing, PC gaming, Music • 2006: 24 hours a day downloading, P2P • PDA’s, Pagers, Console and Game Devices
Media Planning Major Factors: • 1. Target Market. Whom are you going to sell to? – Demographic, geographic and psychographics characteristics • 2. Where is product or service distributed? – Local, regional, national or selected markets – Remember BDI and CDI’s
Media Planning • 3. What is Budget? – Percentage of sales – Share of market and Share of Voice – Objective and Task – Unit of Sales and Case Rate – Competition – Test Market – Experimental – Computer modeling – Affordable and Available Funds
Media Planning • 4. What is Competition Doing? – Budgets – Which Media? – Which Schedules? – And more
Media Planning • 5. Nature of Message? – Electronic/Broadcast – Print – Color/B&W – Demonstration – Simple Statements
Media Planning • 6. Reach vs. Frequency vs. Continuity (Continuous Schedule)
Media Planning Reach (Cume) • The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. During the course of the schedule illustrated, seven different households were exposed to the spot at least once. Since each home represents 10 % of the universe, this makes the reach or cume 70%.
Media Planning Frequency • Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.
Media Planning Continuity/Continuous Schedule • Advertising runs steadily and varies little. Compare with: • Flighting and Pulsing with scheduling
Media Planning • Rating (RTG or %): • The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.
Media Planning • RATING = households tuned in to a given program all households with television • SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT) (more simply: share measures the percentage of all TV sets in use watching a particular program) Heres an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore: 400,000 1,000,000 = .40, or a rating of 40 At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is Share = 400,000 800,000 = .50, or a rating of 50 If you can explain why a specific programs share is always higher than its rating, then you understand the difference between the two.
Media Planning • 7. Media Mix – Combination of different media, and size of ads – Which Media? – Which Schedules? – And more
Media Planning • 8. Seasonality and Length of Schedule? – Hot tea vs. Cold tea? – Snow blowers, toothpaste, coffee. – Morning Drive and Evening Drive – Flighting – Pulsing
Media Planning • 9. Tie-ins with Merchandising and Sales Force? – Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets. – Which Media? – Events • Super Bowl • Academy Awards • Sports – Which Schedules? – And more
Media Planning Where? 56.9% of media exposure took place in the home, but 21.1% took place at work, 8.3% in the car and 13.7% in other locations.
Media Planning10. Flexibility 4P’s Messages Promotion and 7P’s
Media Planning • 11. Cost Efficiencies – Which Media? – Which Schedules? – Which Vehicles?
Media Planning • Advertising is an investment in future sales. • It’s greatest powers are in short-term promotions and its cumulative long-range effects. • And more