
    Media	
  Planning
     Jackin	
  Wong	
  –	
  Lecture	
  1




Sunday, 27 December 2009
CADBURY EYEBROW TVC

Sunday, 27 December 2009
Background	
  

                      Adver5ser	
  (                     )	
  is	
  a	
  body	
  who	
  wants	
  to	
  sp...
Background	
  

                      An	
  adver0sing	
  agency	
  or	
  ad	
  agency	
  (                   )	
  is	
  ...
Background	
  




Sunday, 27 December 2009
6




Sunday, 27 December 2009
Background	
  




Sunday, 27 December 2009

    How	
  Does	
  Media	
  Planning	
  Come?
     Media	
  Planning




Sunday, 27 December 2009
How	
  Does	
  Media	
  Planning	
  Come?

                      The	
  term	
  “Media	
  Planning”	
  comes	
  from	
  o...
How	
  Does	
  Media	
  Planning	
  Come?

                      Generally	
  speaking,	
  it	
  involves	
  the	
  efficie...
How	
  Does	
  Media	
  Planning	
  Come?

   A	
  full-­‐service	
  adver5sing	
  agency	
  tradi5onally	
  operates	
  ...
12



                      “Sunday”	
  -­‐	
  Creative	
  Advertising




Sunday, 27 December 2009
“Sunday”	
  -­‐	
  Creative	
  Advertising




Sunday, 27 December 2009
Full-­‐Service	
  Advertising	
  Agency	
  




Sunday, 27 December 2009

    Originated	
  (        )	
  from	
  Large	
  Advertising	
  Agency
     Media	
  Planning




Sunday, 27 December 20...
Advertising	
  Agency	
  and	
  Media	
  	
  Dept.

                 In	
  the	
  past,	
  only	
  large	
  adver5sing	
 ...
Advertising	
  Agency	
  and	
  Media	
  	
  Dept.

                 In	
  the	
  past,	
  only	
  large	
  adver5sing	
 ...
Advertising	
  Agency	
  and	
  Media	
  	
  Dept.

                 In	
  the	
  past,	
  only	
  large	
  adver5sing	
 ...
Advertising	
  Agency	
  and	
  Media	
  	
  Dept.

                      Small	
  adver5sing	
  agencies,	
  because	
  ...

    Define	
  Media,	
  Media	
  Planning,	
  
    Media	
  Plan	
  and	
  Media	
  Planner	
  


                       ...

    Media	
  (              )	
  


                           Media	
  (   )	
  




Sunday, 27 December 2009
Media	
  (                       )	
  

                      Media	
  (the	
  singular	
  is	
  medium)	
  exist	
  prim...
Media	
  (                        )	
  

                      Media	
  (the	
  singular	
  is	
  medium)	
  exist	
  pri...
Media	
  (                         )	
  

                      Media	
  (the	
  singular	
  is	
  medium)	
  exist	
  pr...

    Vehicle	
  (                    )	
  


                           Media	
  (       )	
  




Sunday, 27 December 20...
Vehicle	
  (                                     )	
  

                      Vehicle	
  is	
  an	
  individual	
  carrie...

    Media	
  Planning	
  (                      )	
  


                           Media	
  (   )	
  




Sunday, 27 Dec...
Media	
  Planning	
  (                                                )	
  

                      It	
  is	
  a	
  proce...

    Media	
  Plan	
  (                          )	
  


                           Media	
  (   )	
  




Sunday, 27 Dec...
Media	
  Plan	
  (                                                            )	
  

                   A	
  wriXen	
  do...
31




Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Media	
  Plan	
  (                                                                 )	
  

                   A	
  wriXen	...
36




Sunday, 27 December 2009
Media	
  Plan	
  (                                                                  )	
  

                   A	
  wriXen...
Media	
  Plan	
  (                                                                  )	
  

                   A	
  wriXen...
Media	
  Plan	
  (                                                                )	
  

                   A	
  wriXen	
...
Media	
  Plan	
  (                                                                )	
  

                   A	
  wriXen	
...

    Media	
  Planner	
  (                       )	
  


                           Media	
  (   )	
  




Sunday, 27 Dec...
Media	
  Planner	
  (                                                       )	
  

                      It	
  is	
  a	
 ...

    Media	
  Buying	
  (                        )	
  


                           Media	
  (   )	
  




Sunday, 27 Dec...
Media	
  Buying	
  (                                                       )	
  

                      Some5mes	
  synon...

    Classes	
  of	
  Media	
  
     Tradi5onal	
  Mass	
  Media	
  




Sunday, 27 December 2009
Traditional	
  Mass	
  Media	
  
   Tradi5onal	
  mass	
  media	
  refers	
  to	
  newspaper,	
  magazine,	
  radio,	
  a...
Traditional	
  Mass	
  Media	
  
   Tradi5onal	
  mass	
  media	
  refers	
  to	
  newspaper,	
  magazine,	
  radio,	
  a...
Traditional	
  Mass	
  Media	
  
   Tradi5onal	
  mass	
  media	
  refers	
  to	
  newspaper,	
  magazine,	
  radio,	
  a...
49



                           Canon




Sunday, 27 December 2009
Traditional	
  Mass	
  Media	
  
   Tradi5onal	
  mass	
  media	
  refers	
  to	
  newspaper,	
  magazine,	
  radio,	
  a...
Traditional	
  Mass	
  Media	
  
   Tradi5onal	
  mass	
  media	
  refers	
  to	
  newspaper,	
  magazine,	
  radio,	
  a...
52

                           
    Newspaper	
  




Sunday, 27 December 2009
Newspaper	
  

                      It	
  offers	
  the	
  readers	
  daily	
  news,	
  entertainment,	
  
              ...
54

                           
    Magazine	
  




Sunday, 27 December 2009
Magazine	
  

                      It	
  may	
  be	
  weekly,	
  bi-­‐weekly	
  (                  )	
  or	
  monthly.	
...
56

                           
    TV/Radio




Sunday, 27 December 2009
TV/Radio

                          Consumers	
  seldom	
  (    )	
  watch	
  TV	
  or	
  radio	
  commercials	
  
      ...
58




Sunday, 27 December 2009
59




Sunday, 27 December 2009
TV/Radio

                          Consumers	
  seldom	
  (    )	
  watch	
  TV	
  or	
  radio	
  commercials	
  
      ...
Sunday, 27 December 2009
62




Sunday, 27 December 2009
TV/Radio

                          Consumers	
  seldom	
  (    )	
  watch	
  TV	
  or	
  radio	
  commercials	
  
      ...

    Classes	
  of	
  Media	
  
     Non-­‐tradi5onal	
  Media




Sunday, 27 December 2009
Non-­‐traditional	
  Media
   Besides	
  tradi5onal	
  media	
  which	
  all	
  engage	
  in	
  (
          )	
  one-­‐wa...
Non-­‐traditional	
  Media
   Besides	
  tradi5onal	
  media	
  which	
  all	
  engage	
  in	
  (
          )	
  one-­‐wa...
Media Planning
                             Work Hard, Play Hard




Sunday, 27 December 2009
Media Planning
                           Work Hard, Play Hard




Sunday, 27 December 2009
O



Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
TOUCH



Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Laughing Gor



Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
300



Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
SONY



Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Sunday, 27 December 2009
Non-­‐traditional	
  Media
   Besides	
  tradi5onal	
  media	
  which	
  all	
  engage	
  in	
  (
          )	
  one-­‐wa...
3D DISPLAY ON STATION TOP
  NISSIN

Sunday, 27 December 2009
Non-­‐traditional	
  Media

                      Other	
  examples	
  include	
  the	
  point-­‐of-­‐purchase	
  or	
  
...
Specialized	
  (                                      )	
  Media

                      While	
  tradi5onal	
  and	
  non...

    Media	
  Planning	
  -­‐	
  Lecture	
  2
     Media	
  Planning	
  Process


Sunday, 27 December 2009

    Media	
  Planning	
  -­‐	
  Lecture	
  2
     Media	
  Planning	
  Process


Sunday, 27 December 2009

    General	
  Procedures	
  in	
  Media	
  Planning	
  
     Media	
  Planning




Sunday, 27 December 2009
 The	
  star5ng	
  point	
  of	
  media	
  planning	
  is	
  
                        iden5fica5on	
  of	
  marke)ng	
  p...
113




Sunday, 27 December 2009
114




Sunday, 27 December 2009
Sunday, 27 December 2009
 The	
  star5ng	
  point	
  of	
  media	
  planning	
  is	
  
                        iden5fica5on	
  of	
  marke5ng	
  p...
Sunday, 27 December 2009
Sunday, 27 December 2009
 The	
  star5ng	
  point	
  of	
  media	
  planning	
  is	
  
                        iden5fica5on	
  of	
  marke5ng	
  p...
120




Sunday, 27 December 2009
121




Sunday, 27 December 2009



Sunday, 27 December 2009



Sunday, 27 December 2009
...
                                  /
                           	
  “PROBLEM”	
  !!!




                              ...



Sunday, 27 December 2009



Sunday, 27 December 2009
Situa5on	
  Analysis	
  -­‐	
  
                                                             ...	
  
                     ...



Sunday, 27 December 2009



Sunday, 27 December 2009
...
                                                                     ~!!	
  (e.g.	
  4Ps)
                           M...
...
                                                                     ~!!	
  (e.g.	
  4Ps)
                           M...



Sunday, 27 December 2009
Crea5ve	
  Strategy	
  Plan	
  -­‐	
  
                                               D       ~
                          ...



Sunday, 27 December 2009



Sunday, 27 December 2009

    Problems	
  in	
  Media	
  Planning	
  
     Insufficient	
  Media	
  Data	
  (   )




Sunday, 27 December 2009
Insufficient	
  Media	
  Data	
  (                                                                   )

                    ...
Outdoor	
  Advertising
                      No	
  complete	
  research	
  on	
  viewership	
  and	
  ad	
  spend	
  in	
...
TV/Radio	
  Commercial

                      No	
  complete	
  research	
  on	
  TV	
  ra5ng	
  in	
  hotel	
  or	
  
  ...
TV/Radio	
  Commercial

                      No	
  complete	
  research	
  on	
  TV	
  ra5ng	
  in	
  hotel	
  or	
  
  ...
TV/Radio	
  Commercial

                      No	
  complete	
  research	
  on	
  TV	
  ra5ng	
  in	
  hotel	
  or	
  por...
Print	
  Advertisement	
  
                                            (i.e.	
  newspaper	
  or	
  magazine)

            ...
Print	
  Advertisement	
  
                                               (i.e.	
  newspaper	
  or	
  magazine)

         ...
Print	
  Advertisement	
  
                                                   (i.e.	
  newspaper	
  or	
  magazine)

     ...
Print	
  Advertisement	
  
                                               (i.e.	
  newspaper	
  or	
  magazine)

         ...
Print	
  Advertisement	
  
                                                  (i.e.	
  newspaper	
  or	
  magazine)

      ...
147




Sunday, 27 December 2009
148




Sunday, 27 December 2009
Internet	
  Advertising

                      Whether	
  a	
  banner	
  ad	
  actually	
  appeared	
  on	
  the	
  
    ...
Internet	
  Advertising

                      Whether	
  a	
  banner	
  ad	
  actually	
  appeared	
  on	
  the	
  
    ...
Internet	
  Advertising

                      Whether	
  a	
  banner	
  ad	
  actually	
  appeared	
  on	
  the	
  user’...
Time	
  Pressure	
  (                                                         )

                      Adver5sing	
  agen...
Time	
  Pressure	
  (                                                               )

                      Adver5sing	
...
Pressure	
  to	
  Produce	
  “Creative”	
  Media	
  Plans

                      Pure	
  quan5ta5ve	
  media	
  plans	
  ...
Pressure	
  to	
  Produce	
  “Creative”	
  Media	
  Plans

                      Pure	
  quan5ta5ve	
  media	
  plans	
  ...
Pressure	
  to	
  Produce	
  “Creative”	
  Media	
  Plans

                          Pure	
  quan5ta5ve	
  media	
  plans...
Pressure	
  to	
  Produce	
  “Creative”	
  Media	
  Plans
                          Pure	
  quan5ta5ve	
  media	
  plans	...
Institutional	
  Influences	
  (                                    )	
  on	
  Media	
  Decisions


                      ...
159




Sunday, 27 December 2009
Lack	
  of	
  Objectivity	
  	
  (                                 )	
  

                      It	
  comes	
  when	
  pl...
Lack	
  of	
  Objectivity	
  	
  (                                )	
  

                      It	
  comes	
  when	
  pla...
Lack	
  of	
  Objectivity	
  	
  (                                )	
  

                      It	
  comes	
  when	
  pla...
Lack	
  of	
  Objectivity	
  	
  (                                     )	
  

                      It	
  comes	
  when	
...
Lack	
  of	
  Objectivity	
  	
  (                                     )	
  

                      It	
  comes	
  when	
...

    Development	
  and	
  Future	
  Trend	
  in	
  Media	
  Planning	
  




Sunday, 27 December 2009
In	
  the	
  Old	
  Days

                      Media	
  planning	
  consisted	
  of	
  simple,	
  clerical	
  (
        ...
Today

                      Because	
  the	
  mass	
  consumer	
  markets	
  are	
  breaking	
  
                       ...
Today
    Because	
  the	
  mass	
  consumer	
  markets	
  are	
  breaking	
  into	
  
        small	
  segments,	
  and	...
Today
    Because	
  the	
  mass	
  consumer	
  markets	
  are	
  breaking	
  into	
  
        small	
  segments,	
  and	...
Today
    Because	
  the	
  mass	
  consumer	
  markets	
  are	
  breaking	
  into	
  
        small	
  segments,	
  and	...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today
                            The	
  increasing	
  numbers	
  of	
  vehicles	
  within	
  
                          ...
Today

                      When	
  a	
  product	
  is	
  adver5sed	
  in	
  one	
  of	
  these	
  specific	
  
         ...
Today

                      Technological	
  product,	
  e.g.	
  HD-­‐DVD	
  recorder,	
  makes	
  
                    ...
Today

                      Media	
  buying	
  company	
  is	
  formed	
  by	
  consolida5ng	
  
                       ...
Future	
  Trend

                      More	
  crea5ve	
  media	
  buying	
  (
                                        )
...
Sunday, 27 December 2009
Sunday, 27 December 2009
Future	
  Trend

                      More	
  crea5ve	
  media	
  buying	
  (
                                          ...
Future	
  Trend

                      More	
  crea5ve	
  media	
  buying	
  (
                                          ...
Future	
  Trend
                      More	
  crea5ve	
  media	
  buying	
  (
                                     )
    ...
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Mp Week 1

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  • my solution for recession is universalisation, means evaluate all assets of universe and then apply necessary sum of new currency (Zik=100$) to pay all debts and to buy off all taxes from national governments ....
    of course for this we need adequate entity, i see on horizon only myself as the secular and universal, legal and official The God, recognised by UN and with contracts with all national states governments,
    of course i invite you all to create a fresh new account at google, free, but with my data: universal identities names and universal residence, like this: Zababau Ganetros Cirimbo Ostangu zaqaqef@gmail.com ogiriny64256142, ( you can create this one but then inform me), access to account i have to have because this is divinating universalisation, but you can open it for all, i simply have to arrange it to adapt to paradigm, isn't it ......
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Mp Week 1

  1. 1.  Media  Planning Jackin  Wong  –  Lecture  1 Sunday, 27 December 2009
  2. 2. CADBURY EYEBROW TVC Sunday, 27 December 2009
  3. 3. Background    Adver5ser  ( )  is  a  body  who  wants  to  spend   money  on  adver5sing  its  product(s)  or  image.    They   can  place  adver5sements  directly  in  media  (Path  1)   ( )  or   through  adver0sing  agency  (Path  2)  into  Media.     (Please  refer  to  Sec5on  2  for  defini5on  of  Media).   Sunday, 27 December 2009
  4. 4. Background    An  adver0sing  agency  or  ad  agency  ( )  is  a   service  business  dedicated  ( )  to  crea5ng  ( ),   planning  ( )  and  handling  ( )  adver5sing  (and   some5mes  other  forms  of  promo5on)  for  its  clients.  The  advantage  of  adver5sing  agency  is  its   specializa)on  ( )  in  providing  professional   service  that  networks  various  adver5sers  and  media,   enabling  broader  ( )  crea)vity  and  cost-­‐ effec)ve  ( )  media  buying.     Sunday, 27 December 2009
  5. 5. Background   Sunday, 27 December 2009
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  7. 7. Background   Sunday, 27 December 2009
  8. 8.  How  Does  Media  Planning  Come? Media  Planning Sunday, 27 December 2009
  9. 9. How  Does  Media  Planning  Come?  The  term  “Media  Planning”  comes  from  one  aspect   of  the  professional  services  offered  by  full-­‐service   adver)sing  agency  ( ).     Sunday, 27 December 2009
  10. 10. How  Does  Media  Planning  Come?  Generally  speaking,  it  involves  the  efficient  use  of   clients’  budget  in  buying  the  appropriate  media  and   vehicles  for  their  adver5sements  and  maximizing   their  effec5veness.     Sunday, 27 December 2009
  11. 11. How  Does  Media  Planning  Come?  A  full-­‐service  adver5sing  agency  tradi5onally  operates  three   func5onal  departments,  namely,    Crea)ve  Department  (  –  “ ”),    Media  Planning  Department  (  –  “ ”)  and    Account  Services  Department  (  –  “ ”).      It  provides  various  aspects  of  services  to  clients,  including  branding   ( ),  marke)ng  planning  ( ),  crea)ve  services  ( ),  media  buying  ( ),  interac)ve  adver)sing  ( ),  TV  produc)on  ( ),  or  even  event  marke)ng  ( )   and  public  rela)ons  management.  ( )   Sunday, 27 December 2009
  12. 12. 12 “Sunday”  -­‐  Creative  Advertising Sunday, 27 December 2009
  13. 13. “Sunday”  -­‐  Creative  Advertising Sunday, 27 December 2009
  14. 14. Full-­‐Service  Advertising  Agency   Sunday, 27 December 2009
  15. 15.  Originated  ( )  from  Large  Advertising  Agency Media  Planning Sunday, 27 December 2009
  16. 16. Advertising  Agency  and  Media    Dept.  In  the  past,  only  large  adver5sing  agencies  can  afford  ( )  to  set  up  a  media  planning  department  to   provide  specialized  ( )  research  and  consultancy   services  ( )  to  clients.  (e.g.  Ogilvy,  BBDO)     Sunday, 27 December 2009
  17. 17. Advertising  Agency  and  Media    Dept.  In  the  past,  only  large  adver5sing  agencies  can  afford  ( )  to  set  up  a  media  planning  department  to   provide  specialized  ( )  research  and  consultancy   services  ( )  to  clients.  (e.g.  Ogilvy,  BBDO)  Large  adver5sing  agencies  are  usually  called  full-­‐service   adver)sing  agencies,  because  they  can  provide  all   aspects  of  services  without  relying  on  other  companies. Sunday, 27 December 2009
  18. 18. Advertising  Agency  and  Media    Dept.  In  the  past,  only  large  adver5sing  agencies  can  afford  ( )  to  set  up  a  media  planning  department  to   provide  specialized  ( )  research  and  consultancy   services  ( )  to  clients.  (e.g.  Ogilvy,  BBDO)  Large  adver5sing  agencies  are  usually  called  full-­‐service   adver5sing  agencies,  because  they  can  provide  all   aspects  of  services  without  relying  on  other  companies.  Not  maXer  it  is  the  crea5ve  idea  genera5on,  media   planning,  or  even  print  and  TV  produc5on,  they  can   cater  ( )  for  at  ease  ( ).       Sunday, 27 December 2009
  19. 19. Advertising  Agency  and  Media    Dept.  Small  adver5sing  agencies,  because  of   limited  resources  and  small  billings,  do  not   divide  the  jobs  and  their  small  team  follows   all  works  as  a  whole. Sunday, 27 December 2009
  20. 20.  Define  Media,  Media  Planning,   Media  Plan  and  Media  Planner   Media  ( )   Sunday, 27 December 2009
  21. 21.  Media  ( )   Media  ( )   Sunday, 27 December 2009
  22. 22. Media  ( )    Media  (the  singular  is  medium)  exist  primarily  ( )  to   deliver  message  content  –  entertainment,  informa5on   and  adver5sements  –  to  a  vast  audience  ( ).     Sunday, 27 December 2009
  23. 23. Media  ( )    Media  (the  singular  is  medium)  exist  primarily  ( )  to   deliver  message  content  –  entertainment,  informa5on   and  adver5sements  –  to  a  vast  audience  ( ).      Media  should  be  thought  of  as  both  carriers  ( )  and   delivery  ( )  systems.    They  carry  adver5sements  and   deliver  them  to  the  individuals.     Sunday, 27 December 2009
  24. 24. Media  ( )    Media  (the  singular  is  medium)  exist  primarily  ( )  to   deliver  message  content  –  entertainment,  informa5on   and  adver5sements  –  to  a  vast  audience  ( ).      Media  should  be  thought  of  as  both  carriers  ( )  and   delivery  ( )  systems.    They  carry  adver5sements  and   deliver  them  to  the  individuals.      Examples  are  television,  radio,  newspaper,  magazine  and   internet. Sunday, 27 December 2009
  25. 25.  Vehicle  ( )   Media  ( )   Sunday, 27 December 2009
  26. 26. Vehicle  ( )    Vehicle  is  an  individual  carrier  within  a  medium.     Therefore,  Apple  Daily  is  a  vehicle  within  the   newspaper  medium.    Milk  is  a  vehicle  within  the   magazine  medium. Sunday, 27 December 2009
  27. 27.  Media  Planning  ( )   Media  ( )   Sunday, 27 December 2009
  28. 28. Media  Planning  ( )    It  is  a  process  involving  planning  for  placing  the   adver5sements  efficiently  using  appropriate  media   and  vehicles  and  maximizing  the  adver5sing   effec)veness  within  the  client’s  budget.   ( ) Sunday, 27 December 2009
  29. 29.  Media  Plan  ( )   Media  ( )   Sunday, 27 December 2009
  30. 30. Media  Plan  ( )    A  wriXen  document  which  contains  informa5on  about  the  whole   media  planning  and  will  be  presented  to  the  client.      A  good  media  plan  should  have  answered  the  following  ques5ons:    How  many  prospects  ( )  (for  purchasing  a  given  brand  of   product)  to  reach?  ( / / ) Sunday, 27 December 2009
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  35. 35. Media  Plan  ( )    A  wriXen  document  which  contains  informa5on  about  the  whole   media  planning  and  will  be  presented  to  the  client.      A  good  media  plan  should  have  answered  the  following  ques5ons:    How  many  prospects  ( )  (for  purchasing  a  given  brand  of   product)  to  reach?  ( / / )  In  which  medium  (or  media)?  ( D ) Sunday, 27 December 2009
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  37. 37. Media  Plan  ( )    A  wriXen  document  which  contains  informa5on  about  the  whole   media  planning  and  will  be  presented  to  the  client.      A  good  media  plan  should  have  answered  the  following  ques5ons:    How  many  prospects  ( )  (for  purchasing  a  given  brand  of   product)  to  reach?  ( / / )  In  which  medium  (or  media)?  ( D )  How  many  5mes  a  month  should  prospects  see  each  ad?   ( ) Sunday, 27 December 2009
  38. 38. Media  Plan  ( )    A  wriXen  document  which  contains  informa5on  about  the  whole   media  planning  and  will  be  presented  to  the  client.      A  good  media  plan  should  have  answered  the  following  ques5ons:    How  many  prospects  ( )  (for  purchasing  a  given  brand  of   product)  to  reach?  ( / / )  In  which  medium  (or  media)?  ( D )  How  many  5mes  a  month  should  prospects  see  each  ad?   ( )  In  which  months  should  ads  appear?  ( ) Sunday, 27 December 2009
  39. 39. Media  Plan  ( )    A  wriXen  document  which  contains  informa5on  about  the  whole   media  planning  and  will  be  presented  to  the  client.      A  good  media  plan  should  have  answered  the  following  ques5ons:    How  many  prospects  ( )  (for  purchasing  a  given  brand  of   product)  to  reach?  ( / / )  In  which  medium  (or  media)?  ( D )  How  many  5mes  a  month  should  prospects  see  each  ad?   ( )  In  which  months  should  ads  appear?  ( )  Where  should  the  ads  appear?    In  which  markets  and  regions?   ( ) Sunday, 27 December 2009
  40. 40. Media  Plan  ( )    A  wriXen  document  which  contains  informa5on  about  the  whole   media  planning  and  will  be  presented  to  the  client.      A  good  media  plan  should  have  answered  the  following  ques5ons:    How  many  prospects  ( )  (for  purchasing  a  given  brand  of   product)  to  reach?  ( / / )  In  which  medium  (or  media)?  ( D )  How  many  5mes  a  month  should  prospects  see  each  ad?   ( )  In  which  months  should  ads  appear?  ( )  Where  should  the  ads  appear?    In  which  markets  and  regions?   ( )  How  much  money  should  be  spent  in  each  medium?   ( ) Sunday, 27 December 2009
  41. 41.  Media  Planner  ( )   Media  ( )   Sunday, 27 December 2009
  42. 42. Media  Planner  ( )    It  is  a  job  posi5on  within  adver5sing  agency  or   media  buying  company.    The  job  du5es  involve    evalua)ng  ( )  the  performance  of  various  media,    formula)ng  ( )  media  plan,    making  recommenda)on  to  client  on  choice  ( client  –  “ ”)  and  usage  of  the   media  ( ),  and    strategic  planning  incorporated  crea5ve  idea  and   media.  ( ) Sunday, 27 December 2009
  43. 43.  Media  Buying  ( )   Media  ( )   Sunday, 27 December 2009
  44. 44. Media  Buying  ( )    Some5mes  synonymous  ( )  (i.e.  having  same   meaning)  with  Media  Planning.    However,  if  differen5a5on  is  sought,  media  buying  will   have  narrower  meaning,  which  focuses  on  the  buying   process,  e.g.  rate  nego5a5on  ( ),  media  effec5veness   and  efficiency,  etc.      Media  planning,  on  the  other  hand,  describes  the   general  scope  ( )  of  media  uses,  planning  and   strategies. Sunday, 27 December 2009
  45. 45.  Classes  of  Media   Tradi5onal  Mass  Media   Sunday, 27 December 2009
  46. 46. Traditional  Mass  Media    Tradi5onal  mass  media  refers  to  newspaper,  magazine,  radio,  and   television  which  are  especially  suitable  for  delivering  ( )   adver5sements  –  as  well  as  news,  entertainment,  and  educa5onal   content  –  to  a  widespread  ( )  general  (or  mass)  audience.     Sunday, 27 December 2009
  47. 47. Traditional  Mass  Media    Tradi5onal  mass  media  refers  to  newspaper,  magazine,  radio,  and   television  which  are  especially  suitable  for  delivering  ( )   adver5sements  –  as  well  as  news,  entertainment,  and  educa5onal   content  –  to  a  widespread  ( )  general  (or  mass)  audience.      Their  advantages  include: Sunday, 27 December 2009
  48. 48. Traditional  Mass  Media    Tradi5onal  mass  media  refers  to  newspaper,  magazine,  radio,  and   television  which  are  especially  suitable  for  delivering  ( )   adver5sements  –  as  well  as  news,  entertainment,  and  educa5onal   content  –  to  a  widespread  ( )  general  (or  mass)  audience.      Their  advantages  include:  Ability  to  deliver  message  to  large  audience  at  rela5vely  low   costs  per  head ( ) Sunday, 27 December 2009
  49. 49. 49 Canon Sunday, 27 December 2009
  50. 50. Traditional  Mass  Media    Tradi5onal  mass  media  refers  to  newspaper,  magazine,  radio,  and   television  which  are  especially  suitable  for  delivering  ( )   adver5sements  –  as  well  as  news,  entertainment,  and  educa5onal   content  –  to  a  widespread  ( )  general  (or  mass)  audience.      Their  advantages  include:  Ability  to  deliver  message  to  large  audience  at  rela5vely  low   costs  per  head ( )  Ability  to  deliver  message  to  special  kinds  of  audiences  who   are  aXracted  to  specific  editorial  or  programming  ( ) Sunday, 27 December 2009
  51. 51. Traditional  Mass  Media    Tradi5onal  mass  media  refers  to  newspaper,  magazine,  radio,  and   television  which  are  especially  suitable  for  delivering  ( )   adver5sements  –  as  well  as  news,  entertainment,  and  educa5onal   content  –  to  a  widespread  ( )  general  (or  mass)  audience.      Their  advantages  include:  Ability  to  deliver  message  to  large  audience  at  rela5vely  low   costs  per  head ( )  Ability  to  deliver  message  to  special  kinds  of  audiences  who  are   aXracted  to  specific  editorial  or  programming  ( )    Ability  to  develop  strong  loyal5es  ( )  among  audiences  who   return  to  their  favorite  ( )  medium  with  a  high  degree  of   regularity  ( ) Sunday, 27 December 2009
  52. 52. 52  Newspaper   Sunday, 27 December 2009
  53. 53. Newspaper    It  offers  the  readers  daily  news,  entertainment,   informa5on,  and  catalog  values.      It  generally  has  excellent  readership  of  local  news,   editorial  ( ),  and  adver5sing  material,  serving  as   a  buying  guide  ( )  for  readers  who  are   looking  for  many  different  kinds  of  products. Sunday, 27 December 2009
  54. 54. 54  Magazine   Sunday, 27 December 2009
  55. 55. Magazine    It  may  be  weekly,  bi-­‐weekly  ( )  or  monthly.    (P.S.     Even  some  are  bi-­‐monthly  ( )  or  Quarterly  ( ),   but  they  are  rare( ))    It  comprises  ( )  general   interest  magazine,  e.g.  Next  Magazine,  Ming  Pao  Weekly,   etc.  and  special  interest  magazine,  e.g.  Capital  (financial),   Jessica  (fashion),  Photog  (photography),  My  Home   (home-­‐living),  etc.      The  readership  ( )  for  editorial  maXers  is  higher   than  adver5sement  in  general  interest  magazines,  but  it   is  fairly  equal  in  special  interest  magazines.   Sunday, 27 December 2009
  56. 56. 56  TV/Radio Sunday, 27 December 2009
  57. 57. TV/Radio  Consumers  seldom  ( )  watch  TV  or  radio  commercials   alone  without  accompanying  the  play  or  program.  ( )   Sunday, 27 December 2009
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  60. 60. TV/Radio  Consumers  seldom  ( )  watch  TV  or  radio  commercials   alone  without  accompanying  the  play  or  program.  ( )    Although,  the  play  or  program  compels  ( )  viewers  to   watch  the  commercials,  the  success  of  commercials  depends   more  on  the  ingenuity    ( )  and  value  of  the  ad   message  than  its  appearance  on  an  interes5ng  program.     Sunday, 27 December 2009
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  63. 63. TV/Radio  Consumers  seldom  ( )  watch  TV  or  radio  commercials   alone  without  accompanying  the  play  or  program.  ( )    Although,  the  play  or  program  compels  ( )  viewers  to   watch  the  commercials,  the  success  of  commercials  depends   more  on  the  ingenuity    ( )  and  value  of  the  ad   message  than  its  appearance  on  an  interes5ng  program.      On  the  other  hand,  technological  products  like  hard-­‐disk  TV   recorder  are  diver5ng  ( )  viewers  from  watching   commercials.  (N.B.  We  use  the  term  “commercial”  for  TV  or   radio  “adver5sement’).  ( )  The  trend  is  using  crea5ve   buying  for  media,  e.g.  product  placement  in  a  popular  TV   program.   Sunday, 27 December 2009
  64. 64.  Classes  of  Media   Non-­‐tradi5onal  Media Sunday, 27 December 2009
  65. 65. Non-­‐traditional  Media  Besides  tradi5onal  media  which  all  engage  in  ( )  one-­‐way  communica5on,  almost  any  other   innova5ve  ( )  way  of  delivering  adver5sing   messages  is  considered  a  non-­‐tradi5onal  medium.      They  are  not  usually  called  “media”.    Examples   include  the  adver5sing  space  at  airport,  clinic,  public   restroom,  soccer  pitch,  bus-­‐stop,  etc.     Sunday, 27 December 2009
  66. 66. Non-­‐traditional  Media  Besides  tradi5onal  media  which  all  engage  in  ( )  one-­‐way  communica5on,  almost  any  other   innova5ve  ( )  way  of  delivering  adver5sing   messages  is  considered  a  non-­‐tradi5onal  medium.      They  are  not  usually  called  “media”.    Examples   include  the  adver5sing  space  at  airport,  clinic  ( ),   public  restroom,  soccer  pitch,  bus-­‐stop,  etc.     Sunday, 27 December 2009
  67. 67. Media Planning Work Hard, Play Hard Sunday, 27 December 2009
  68. 68. Media Planning Work Hard, Play Hard Sunday, 27 December 2009
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  77. 77. TOUCH Sunday, 27 December 2009
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  84. 84. Laughing Gor Sunday, 27 December 2009
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  94. 94. Sunday, 27 December 2009
  95. 95. Sunday, 27 December 2009
  96. 96. Sunday, 27 December 2009
  97. 97. Sunday, 27 December 2009
  98. 98. Sunday, 27 December 2009
  99. 99. Sunday, 27 December 2009
  100. 100. SONY Sunday, 27 December 2009
  101. 101. Sunday, 27 December 2009
  102. 102. Sunday, 27 December 2009
  103. 103. Sunday, 27 December 2009
  104. 104. Sunday, 27 December 2009
  105. 105. Non-­‐traditional  Media  Besides  tradi5onal  media  which  all  engage  in  ( )  one-­‐way  communica5on,  almost  any  other   innova5ve  ( )  way  of  delivering  adver5sing   messages  is  considered  a  non-­‐tradi5onal  medium.      They  are  not  usually  called  “media”.    Examples   include  the  adver5sing  space  at  airport,  clinic,  public   restroom,  soccer  pitch,  bus-­‐stop,  etc.     Sunday, 27 December 2009
  106. 106. 3D DISPLAY ON STATION TOP NISSIN Sunday, 27 December 2009
  107. 107. Non-­‐traditional  Media  Other  examples  include  the  point-­‐of-­‐purchase  or   point-­‐of-­‐sale  (POP  or  POS)  materials  at  supermarkets   or  pubs,  LCD  TV  in  buses  or  Airport  Express  (i.e.  the   train  to  the  airport).      Internet  is  the  largest  non-­‐tradi5onal  media  in  terms   of  adver5sing  spend.    It  features  with  two-­‐way   communica)ons  between  the  adver5ser  and  the   viewers,  and  hence  more  crea5ve  and  interac5ve   idea  can  be  deployed  ( ). Sunday, 27 December 2009
  108. 108. Specialized  ( )  Media  While  tradi5onal  and  non-­‐tradi5onal  media  focus  on  the   general  public,  specialized  media  targets  for  special-­‐ interest  consumers  or  business  marketers,  e.g.      Fashion  or  photographic  magazine  Handbill  ( ),  trade  show,  conven5on  exhibit,   product  demo  VCD/DVD  for  business  people.  Direct  mail,  insert  in  newspaper,  etc.  which  carries   adver5sement  only  without  editorial  contents.  Catalogue,  which  is  a  booklet  providing  useful  details  for   consumers  to  buy. Sunday, 27 December 2009
  109. 109.  Media  Planning  -­‐  Lecture  2 Media  Planning  Process Sunday, 27 December 2009
  110. 110.  Media  Planning  -­‐  Lecture  2 Media  Planning  Process Sunday, 27 December 2009
  111. 111.  General  Procedures  in  Media  Planning   Media  Planning Sunday, 27 December 2009
  112. 112.  The  star5ng  point  of  media  planning  is    iden5fica5on  of  marke)ng  problems  ( )  -­‐   carry  out  detailed  Situa)on  Analysis  ( )  which   addresses  the  findings  such  as  market  size  and  share,   distribu5on  prac5ces  etc. Sunday, 27 December 2009
  113. 113. 113 Sunday, 27 December 2009
  114. 114. 114 Sunday, 27 December 2009
  115. 115. Sunday, 27 December 2009
  116. 116.  The  star5ng  point  of  media  planning  is    iden5fica5on  of  marke5ng  problems  ( )  -­‐   carry  out  detailed  Situa)on  Analysis  ( )  which   addresses  the  findings  such  as  market  size  and  share,   distribu5on  prac5ces  etc.      The  Situa5on  Analysis  should  result  in  a  Marke)ng   Strategy  Plan  ( )  which  details  on  what  the   4Ps’  strategies  are  and  how  they  should  be  carried  out  in   terms  of  marke5ng  programs. Sunday, 27 December 2009
  117. 117. Sunday, 27 December 2009
  118. 118. Sunday, 27 December 2009
  119. 119.  The  star5ng  point  of  media  planning  is    iden5fica5on  of  marke5ng  problems  ( )  -­‐   carry  out  detailed  Situa)on  Analysis  ( )  which   addresses  the  findings  such  as  market  size  and  share,   distribu5on  prac5ces  etc.      The  Situa5on  Analysis  should  result  in  a  Marke)ng   Strategy  Plan  ( )  which  details  on  what  the   4Ps’  strategies  are  and  how  they  should  be  carried  out  in   terms  of  marke5ng  programs.      If  the  promo5on  strategy  (one  of  the  4Ps’  strategies)   requires  adver5sing,  a  Crea)ve  Strategy  Plan  ( )  should  be  formulated.     Sunday, 27 December 2009
  120. 120. 120 Sunday, 27 December 2009
  121. 121. 121 Sunday, 27 December 2009
  122. 122.  Sunday, 27 December 2009
  123. 123.  Sunday, 27 December 2009
  124. 124. ... /  “PROBLEM”  !!!  Sunday, 27 December 2009
  125. 125.  Sunday, 27 December 2009
  126. 126.  Sunday, 27 December 2009
  127. 127. Situa5on  Analysis  -­‐   ...   ~   ( ~)  Sunday, 27 December 2009
  128. 128.  Sunday, 27 December 2009
  129. 129.  Sunday, 27 December 2009
  130. 130. ... ~!!  (e.g.  4Ps) Marke5ng  Strategy  Plan  -­‐   ...   ~  Sunday, 27 December 2009
  131. 131. ... ~!!  (e.g.  4Ps) Marke5ng  Strategy  Plan  -­‐   ...   ~  Sunday, 27 December 2009
  132. 132.  Sunday, 27 December 2009
  133. 133. Crea5ve  Strategy  Plan  -­‐   D ~ ~  Sunday, 27 December 2009
  134. 134.  Sunday, 27 December 2009
  135. 135.  Sunday, 27 December 2009
  136. 136.  Problems  in  Media  Planning   Insufficient  Media  Data  ( ) Sunday, 27 December 2009
  137. 137. Insufficient  Media  Data  ( )  The  reasons  for  insufficient  media  data  are  that  the   data  cannot  be  measured  ( ),   high  cost  and  the  5me  lag  in  obtaining  the  data  ( ).    Examples  of  insufficient  media  data   include: Sunday, 27 December 2009
  138. 138. Outdoor  Advertising  No  complete  research  on  viewership  and  ad  spend  in   outdoor  adver5sing   ( ) ~ ...  .... Sunday, 27 December 2009
  139. 139. TV/Radio  Commercial  No  complete  research  on  TV  ra5ng  in  hotel  or   portable  TV  set.  ( ) Sunday, 27 December 2009
  140. 140. TV/Radio  Commercial  No  complete  research  on  TV  ra5ng  in  hotel  or   portable  TV  set.  ( )  TV/Radio  ra5ng  does  not  reflect  the  actual   viewership  on  TV/Radio  commercials.  ( ) ...   ...   ... Sunday, 27 December 2009
  141. 141. TV/Radio  Commercial  No  complete  research  on  TV  ra5ng  in  hotel  or  portable   TV  set.  ( )  TV/Radio  ra5ng  does  not  reflect  the  actual  viewership  on   TV/Radio  commercials.  ( )  Even  there  is  actual  viewership  data,  there  is  no  data  on   the  degree  of  aXen5on  paid  to  a  par5cular  commercial.   ( ) Sunday, 27 December 2009
  142. 142. Print  Advertisement   (i.e.  newspaper  or  magazine)  How  people  read  newspapers  and  magazines?  ( ) Sunday, 27 December 2009
  143. 143. Print  Advertisement   (i.e.  newspaper  or  magazine)  How  people  read  newspapers  and  magazines?  ( )  How  much  of  any  given  magazine  or  newspaper  is   read?  ( ) Sunday, 27 December 2009
  144. 144. Print  Advertisement   (i.e.  newspaper  or  magazine)  How  people  read  newspapers  and  magazines?  ( )  How  much  of  any  given  magazine  or  newspaper  is   read?  ( )  How  many  adver5sements  are  read?  ( ) Sunday, 27 December 2009
  145. 145. Print  Advertisement   (i.e.  newspaper  or  magazine)  How  people  read  newspapers  and  magazines?  ( )  How  much  of  any  given  magazine  or  newspaper  is   read?  ( )  How  many  adver5sements  are  read?  ( )  How  thoroughly  are  they  read?  ( ) Sunday, 27 December 2009
  146. 146. Print  Advertisement   (i.e.  newspaper  or  magazine)  How  people  read  newspapers  and  magazines?  ( )  How  much  of  any  given  magazine  or  newspaper  is  read?   ( )  How  many  adver5sements  are  read?  ( )  How  thoroughly  are  they  read?  ( )  How  does  each  vehicle  affect  the  percep5on  ( )  of   an  adver5sement  that  it  carries.  ( vehicle ) Sunday, 27 December 2009
  147. 147. 147 Sunday, 27 December 2009
  148. 148. 148 Sunday, 27 December 2009
  149. 149. Internet  Advertising  Whether  a  banner  ad  actually  appeared  on  the   user’s  screen  or  the  viewer  clicked  away  before  it   had  a  chance  to  come  up  ( )?    ( banner  ad ) Sunday, 27 December 2009
  150. 150. Internet  Advertising  Whether  a  banner  ad  actually  appeared  on  the   user’s  screen  or  the  viewer  clicked  away  before  it   had  a  chance  to  come  up  ( )?    ( banner  ad )  Is  the  user  paid  any  aXen5on  to  the  ad?  ( ) Sunday, 27 December 2009
  151. 151. Internet  Advertising  Whether  a  banner  ad  actually  appeared  on  the  user’s   screen  or  the  viewer  clicked  away  before  it  had  a   chance  to  come  up  ( )?    ( banner  ad )  Is  the  user  paid  any  aXen5on  to  the  ad?  ( )  If  click-­‐through  is  low,  e.g.  1%,  can  Internet  act  as  an   interac5ve  adver5sing  medium  superior  to  tradi5onal   mass  media?  (click-­‐rate   ) Sunday, 27 December 2009
  152. 152. Time  Pressure  ( )  Adver5sing  agencies  always  face  with  rushing  jobs.   ( )  They  usually  do  not  have   sufficient  5me  to  research,  e.g.  compe55ve  analysis,   and  make  a  beXer  plan.    (By  and  large?,  their  plans   are  ooen  professional  and  presentable).     Sunday, 27 December 2009
  153. 153. Time  Pressure  ( )  Adver5sing  agencies  always  face  with  rushing  jobs.  ( )  They  usually  do  not  have  sufficient  5me   to  research,  e.g.  compe55ve  analysis,  and  make  a  beXer   plan.    (By  and  large?,  their  plans  are  ooen  professional   and  presentable).      Moreover,  if  the  client  is  slow  to  approve  the  budget   (usually  happened  in  large  corpora5on),  the  most   desirable  ( )  adver5sing  space  ( ),  e.g.  TV   program  or  5me-­‐slot,  may  not  be  available  because  of   the  first-­‐come-­‐first-­‐served  basis.  ( Budget ) Sunday, 27 December 2009
  154. 154. Pressure  to  Produce  “Creative”  Media  Plans  Pure  quan5ta5ve  media  plans  are  similar  even  done   by  different  adver5sing  agencies.    Crea5vity  is   requested  to  outstand  the  effec5veness  of   communica5ng  the  product  message,  e.g.  adver5se   the  financial  service  of  a  bank  within  news  TV   program.  (sponsorship) MEDIA  PLAN... ... MESSAGE ~!!!!!! Sunday, 27 December 2009
  155. 155. Pressure  to  Produce  “Creative”  Media  Plans  Pure  quan5ta5ve  media  plans  are  similar  even  done  by   different  adver5sing  agencies.    Crea5vity  is  requested  to   outstand  the  effec5veness  of  communica5ng  the   product  message,  e.g.  adver5se  the  financial  service  of  a   bank  within  news  TV  program.  (sponsorship)  Quan5ta5ve  data,  not  maXer  how  accurate  ( )   they  were  measured,  is  only  an  es5mate  ( ).  ( )    Crea5vity  can   compensate  ( )  for  the  perceived  gap  between  the   es5mate  and  the  actual,  at  least  subjec5vely  ( ). ...    “ ”  “ ” ... Sunday, 27 December 2009
  156. 156. Pressure  to  Produce  “Creative”  Media  Plans  Pure  quan5ta5ve  media  plans  are  similar  even  done  by   different  adver5sing  agencies.    Crea5vity  is  requested  to   outstand  the  effec5veness  of  communica5ng  the  product   message,  e.g.  adver5se  the  financial  service  of  a  bank  within   news  TV  program.  (sponsorship)  Quan5ta5ve  data,  not  maXer  how  accurate  ( )  they   were  measured,  is  only  an  es5mate  ( ).  ( )    Crea5vity  can  compensate  ( )  for   the  perceived  gap  between  the  es5mate  and  the  actual,  at   least  subjec5vely  ( ).  To  reach  for  the  increasingly  fragmented  ( )  and  difficult-­‐ to-­‐target  audience. Sunday, 27 December 2009
  157. 157. Pressure  to  Produce  “Creative”  Media  Plans  Pure  quan5ta5ve  media  plans  are  similar  even  done  by  different   adver5sing  agencies.    Crea5vity  is  requested  to  outstand  the   effec5veness  of  communica5ng  the  product  message,  e.g.  adver5se   the  financial  service  of  a  bank  within  news  TV  program.   (sponsorship)  Quan5ta5ve  data,  not  maXer  how  accurate  ( )  they  were   measured,  is  only  an  es5mate  ( ).  ( )    Crea5vity  can  compensate  ( )  for  the  perceived   gap  between  the  es5mate  and  the  actual,  at  least  subjec5vely  ( ).  To  reach  for  the  increasingly  fragmented  ( )  and  difficult-­‐to-­‐ target  audience.  Small  media  ooen  propose  crea5ve  ideas  or  programs  to  media   planners  because  of  their  unfavorable  media  figures. Sunday, 27 December 2009
  158. 158. Institutional  Influences  ( )  on  Media  Decisions  Because  of  subjec5vity,  clients  or  directors  of   adver5sing  agencies  may  instruct  ( )  to  use  or   not  to  use  certain  media  or  vehicles,  although  the   media  may  be  desirable  quan5ta5vely  ( )  and   strategically  ( ). Sunday, 27 December 2009
  159. 159. 159 Sunday, 27 December 2009
  160. 160. Lack  of  Objectivity    ( )    It  comes  when  planners  are  over  dependent  on   figures.    There  are  many  ways  that  the  calculated   figures,  e.g.  TV  ra5ng,  are  inaccurate  ( )  and   not  objec5ve  ( )  enough  for  decision-­‐making:  The  methods  of  measurement  might  be  imprecise.   ( ) Sunday, 27 December 2009
  161. 161. Lack  of  Objectivity    ( )    It  comes  when  planners  are  over  dependent  on   figures.    There  are  many  ways  that  the  calculated   figures,  e.g.  TV  ra5ng,  are  inaccurate  ( )  and   not  objec5ve  ( )  enough  for  decision-­‐making:  The  methods  of  measurement  might  be  imprecise.   ( )  The  sample  size  is  too  small.  ( ) Sunday, 27 December 2009
  162. 162. Lack  of  Objectivity    ( )    It  comes  when  planners  are  over  dependent  on   figures.    There  are  many  ways  that  the  calculated   figures,  e.g.  TV  ra5ng,  are  inaccurate  ( )  and   not  objec5ve  ( )  enough  for  decision-­‐making:  The  methods  of  measurement  might  be  imprecise.   ( )  The  sample  size  is  too  small.  ( )  The  audience  is  too  large  compared  with  the  sample   size. Sunday, 27 December 2009
  163. 163. Lack  of  Objectivity    ( )    It  comes  when  planners  are  over  dependent  on  figures.     There  are  many  ways  that  the  calculated  figures,  e.g.  TV   ra5ng,  are  inaccurate  ( )  and  not  objec5ve  ( )  enough  for  decision-­‐making:  The  methods  of  measurement  might  be  imprecise.   ( )  The  sample  size  is  too  small.  ( )  The  audience  is  too  large  compared  with  the  sample   size.  The  measurement  technique  is  too  biased  ( )  or   too  insensi5ve  ( )  than  what  it  is  supposed  to   be. Sunday, 27 December 2009
  164. 164. Lack  of  Objectivity    ( )    It  comes  when  planners  are  over  dependent  on  figures.     There  are  many  ways  that  the  calculated  figures,  e.g.  TV   ra5ng,  are  inaccurate  ( )  and  not  objec5ve  ( )  enough  for  decision-­‐making:  The  methods  of  measurement  might  be  imprecise.   ( )  The  sample  size  is  too  small.  ( )  The  audience  is  too  large  compared  with  the  sample   size.  The  measurement  technique  is  too  biased  ( )  or   too  insensi5ve  ( )  than  what  it  is  supposed  to   be.  A  set  of  major  numbers  is  not  available  ( ) Sunday, 27 December 2009
  165. 165.  Development  and  Future  Trend  in  Media  Planning   Sunday, 27 December 2009
  166. 166. In  the  Old  Days  Media  planning  consisted  of  simple,  clerical  ( )  tasks,  with  liXle  informa5on  and  data  about  the   media  and  hence  liXle  research  can  be  done.    Media   planning  department  is  typical  in  a  large-­‐scale   adver5sing  agencies. Sunday, 27 December 2009
  167. 167. Today  Because  the  mass  consumer  markets  are  breaking   into  small  segments,  and  marketers  are  well   informed  from  other  resources,  the  media  plan  has   to  provide  much  detailed  informa5on  about  the  real   audience.   ( )     Sunday, 27 December 2009
  168. 168. Today  Because  the  mass  consumer  markets  are  breaking  into   small  segments,  and  marketers  are  well  informed  from   other  resources,  the  media  plan  has  to  provide  much   detailed  informa5on  about  the  real  audience.   ( )      For  example,  a  media  vehicle  targe5ng  “women  aged   18-­‐49”  is  too  broad  in  demographic  characteriza5on.     Life-­‐styles,  interests,  and  even  media  habits  have  to  be   addressed  during  the  media  planning. Sunday, 27 December 2009
  169. 169. Today  Because  the  mass  consumer  markets  are  breaking  into   small  segments,  and  marketers  are  well  informed  from   other  resources,  the  media  plan  has  to  provide  much   detailed  informa5on  about  the  real  audience.   ( )      For  example,  a  media  vehicle  targe5ng  “women  aged   18-­‐49”  is  too  broad  in  demographic  characteriza5on.     Life-­‐styles,  interests,  and  even  media  habits  have  to  be   addressed  during  the  media  planning. Sunday, 27 December 2009
  170. 170. Today  Because  the  mass  consumer  markets  are  breaking  into   small  segments,  and  marketers  are  well  informed  from   other  resources,  the  media  plan  has  to  provide  much   detailed  informa5on  about  the  real  audience.   ( )      For  example,  a  media  vehicle  targe5ng  “women  aged   18-­‐49”  is  too  broad  in  demographic  characteriza5on.     Life-­‐styles,  interests,  and  even  media  habits  have  to  be   addressed  during  the  media  planning. Sunday, 27 December 2009
  171. 171. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  172. 172. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  173. 173. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  174. 174. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  175. 175. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  176. 176. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  177. 177. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  178. 178. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  179. 179. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  180. 180. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  181. 181. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  182. 182. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  183. 183. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  184. 184. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  185. 185. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  186. 186. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  187. 187. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  188. 188. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  189. 189. Today  The  increasing  numbers  of  vehicles  within   the  media,  e.g.  the  numerous  ( )   cable  TV  sta5ons,  or  the  many  special   interest  magazines,  have  segmented  the   mass  markets  into  small  groups.   ( )   Sunday, 27 December 2009
  190. 190. Today  When  a  product  is  adver5sed  in  one  of  these  specific   channels,  the  majority  of  the  customers  will  never  see  it.     As  a  result,  the  media  planner  has  to  compensate  ( )   by  adver5sing  to  these  lost  poten5al  customers  in  other   less  obvious  ( )  and  less  targeted  ( ),  but  much  more  popular  venues,  e.g.   outdoor  signage  adver5sing.    ( CANON (specific   channel)  poten5al  customers CANON   )   Sunday, 27 December 2009
  191. 191. Today  Technological  product,  e.g.  HD-­‐DVD  recorder,  makes   the  broadcast  medium  less  focus  on  target  audience   than  it  is  supposed  to  be.      For  example,  people  can  record  their  favorite  TV   program  across  different  TV  channels  using  HD-­‐DVD   recorder.    The  audience  profile  of  a  given  channel   becomes  much  more  complicated  ( )  and   diversified  ( ).    Another  issue  is  the  skip  of  TV   commercials  by  this  kind  of  technological  product. Sunday, 27 December 2009
  192. 192. Today  Media  buying  company  is  formed  by  consolida5ng   ( )  the  media  planning  departments  of  several   agencies.    The  advantages  are  more  efficiently  use  of  resources   (e.g.  buying  research  data)  and  manpower  with   increased  business  (i.e.  ad  spend  /  billing)  aoer   consolida5on. Sunday, 27 December 2009
  193. 193. Future  Trend  More  crea5ve  media  buying  ( ) Sunday, 27 December 2009
  194. 194. Sunday, 27 December 2009
  195. 195. Sunday, 27 December 2009
  196. 196. Future  Trend  More  crea5ve  media  buying  ( )  More  alterna5ves  ( )  needed  to  compensate  for   the  increasing  loss  of  customers  aXen5on  to   adver5sements  and  commercials.  ( ) Sunday, 27 December 2009
  197. 197. Future  Trend  More  crea5ve  media  buying  ( )  More  alterna5ves  ( )  needed  to  compensate  for   the  increasing  loss  of  customers  aXen5on  to   adver5sements  and  commercials.  ( )  Merger  ( )  and  acquisi5on  ( )  of  media   buying  companies  (  –   ) Sunday, 27 December 2009
  198. 198. Future  Trend  More  crea5ve  media  buying  ( )  More  alterna5ves  ( )  needed  to  compensate  for  the   increasing  loss  of  customers  aXen5on  to  adver5sements   and  commercials.  ( )  Merger  ( )  and  acquisi5on  ( )  of  media  buying   companies  (  –   )  Large  media  buying  company  decomposes  ( )  into   smaller  agencies  specialized  in  specific  crea5ve  media   buying,  or  total  strategic  media  planning   ( ) Sunday, 27 December 2009

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