10. Core Constituents
( )
Media Habits of the Target Audience – some
analytics about various vehicles (
)
Sunday, 27 December 2009
11. Core Constituents
( )
Rationale ( ) for Media Selection –
reasons for selecting the various media and
vehicles (
)
Sunday, 27 December 2009
12. Core Constituents
( )
Media Strategy ( ) – how the media plan
will accomplish ( ) the stated objectives
Sunday, 27 December 2009
13. Core Constituents
( )
Media Schedule ( ) – action elements
including timelines ( ), expected reach and
frequency, ad sizes, individual costs and total
budget.
Sunday, 27 December 2009
14. Constituents of a Complete
Media Plan
1.2 Additional Constituents ( )
Sunday, 27 December 2009
15. KIT-KAT
ADVERTISING AWARDS
Sunday, 27 December 2009
16. Additional Constituents
( )
Product Seasonality ( ) – how
particular media can suit the product seasonality,
e.g. summer promotion advertised for Ocean
Park’s Water World.
Sunday, 27 December 2009
17. OCEAN PARK
HALLOWEEN AD
Sunday, 27 December 2009
18. OCEAN PARK
HALLOWEEN AD
Sunday, 27 December 2009
19. OCEAN PARK
CHRISTMAS AD
Sunday, 27 December 2009
20. Additional Constituents
( )
Other Media Considered but Not Recommended
( )
Sunday, 27 December 2009
21. Additional Constituents
( )
Detailed Media Cost Estimates and Calculations
( )
Sunday, 27 December 2009
22. Additional Constituents
( )
Alternative Plans at Various Budget Levels Above
and Below the Quoted Budget
( budget plans )
Sunday, 27 December 2009
23. Additional Constituents
( )
Decision Dates and Cancellation Flexibility (
)
Sunday, 27 December 2009
24. Additional Constituents
( )
Responses to Earlier Client’s Questions ( clients
- )
Sunday, 27 December 2009
25. Additional Constituents
( )
Photos – especially about those creative media,
e.g. MTR advertising space
Sunday, 27 December 2009
26. HOW TO WRITE A GOOD MEDIA PLAN
MEDIA PLANNING
Sunday, 27 December 2009
27. Additional Constituents
( )
A media plan is the blueprint ( ) for how the
advertising message ( ) will be delivered
to the target audience.
It is typically presented by the media planner to
the advertiser at a meeting, and the advertiser will
then discuss it internally (
) before coming back to the ad agency with
comments.
Sunday, 27 December 2009
28. Additional Constituents
( )
A good media is a persuasive ( ) document that
(1) communicates the rationale ( ) behind
recommendations ( ) to spend significant amounts of
money,
(2) lays down ( ) media objectives ( ),
(3) formulates ( ) the media strategies,
(4) proposes implementations ( ) according to the
strategies and
(5) entails evaluating alternatives ( ).
It must be well organized, well written, simply presented
and straightforward. The presentation of the whole plan
should be completed in 10-15 minutes.
Sunday, 27 December 2009
30. • Media plan is typically ( ) prepared by
advertising agency.
• Thus it is a professional guide ( )
for implementation ( ) of media buying,
which should maximize the efficiency ( )
of ad spend. However, there are precautions
( ) in using and interpreting the data:
Sunday, 27 December 2009
31. • Total media spend proposed is as large as possible
because it favours better agency commission (
)(
D)
• Propensity ( ) to using media or vehicles that
can offer greater discount to the ad agency(
)
• Some media, e.g. outdoor advertising space, suffer
from data deficiency ( ) of viewer or audience
traffic.
(
)
Sunday, 27 December 2009
32. • High variability ( ) of effectiveness and
efficiency of new or creative media ( )
because no past records can be followed.
(
)
Sunday, 27 December 2009
33. • High variability ( ) of effectiveness and
efficiency of new or creative media ( )
because no past records can be followed.
(
)
• Discount has to been assumed on ( ) TV
ratings and circulations ( ), e.g. those
audited by Audit Bureau of Circulations (
), UK, (ABC), if they are interpreted (
) for the actual viewership of TV commercials
and print advertisements.
Sunday, 27 December 2009
35. • High variability ( ) of effectiveness and
efficiency of new or creative media ( )
because no past records can be followed.
(
)
• Discount has to been assumed on ( ) TV
ratings and circulations ( ), e.g. those
audited by Audit Bureau of Circulations (
), UK, (ABC), if they are interpreted (
) for the actual viewership of TV commercials
and print advertisements.
• Plus or minus 10% has to be allowed for the
actual ad spending because the figures in media
plan are estimates only. (10%
)
Sunday, 27 December 2009
37. A fictitious ( ) media plan is
presented for teaching purpose.
The figures, brand, and model name
presented may or may not be realistic.
Sunday, 27 December 2009
38. Media Plan
Background
Sunday, 27 December 2009
40. • Nike, Inc. has been one of the
leading producers and marketers of
sporting products for many years. In
anticipation of the blooming demand
of sporting products due to Beijing
Olympics 2008, Nike is launching a
series of new technological sporting
products, featuring the use Air
Helium Max for the soles of their
sporting shoes.
Sunday, 27 December 2009
41. • Nike has told the agency to assume a total
advertising budget of US$11 millions for
Air Helium Max sporting shoes in Hong
Kong market, of which US$10 millions is
for working media, and has asked for a
recommended media plan.
• The account services group says that the
client requests both 30-sec TV
commercials and 4-color print
advertisements, plus other creative
advertisements as deem appropriate.
Sunday, 27 December 2009
42. • Nike has told the agency to assume a total
advertising budget of US$11 millions for
Air Helium Max sporting shoes in Hong
Kong market, of which US$10 millions is
for working media, and has asked for a
recommended media plan.
• The account services group says that the
client requests both 30-sec TV
commercials and 4-color print
advertisements, plus other creative
advertisements as deem appropriate.
Sunday, 27 December 2009
43. • Nike has told the agency to assume a total
advertising budget of US$11 millions for
Air Helium Max sporting shoes in Hong
Kong market, of which US$10 millions is
for working media, and has asked for a
recommended media plan.
• The account services group says that the
client requests both 30-sec TV
commercials and 4-color print
advertisements, plus other creative
advertisements as deem appropriate.
Sunday, 27 December 2009
45. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
NIKE Create Awareness...
...
...
Sunday, 27 December 2009
46. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.
Sustaining~?
~!!!!
...
...
“ ... Stand By Me...”
Sunday, 27 December 2009
47. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.
Target advertising to the general, aged 15 – 64, male and female.
...
Target Audience ( TA)
( ) ...
~
...
Sunday, 27 December 2009
48. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.
Target advertising to the general, aged 15 – 64, male and female.
During the introductory period ( ), reach ( ) 80% of target
audience and average of five times (frequency), and 50% three or
more times.
TA
TA
Sunday, 27 December 2009
49. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.
Target advertising to the general, aged 15 – 64, male and female.
During the introductory period ( ), reach ( ) 80% of target
audience and average of five times (frequency), and 50% three or
more times.
TA
TA
( ~~
...)
Sunday, 27 December 2009
50. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.
Target advertising to the general, aged 15 – 64, male and female.
During the introductory period ( ), reach ( ) 80% of target
audience and average of five times (frequency), and 50% three or
more times.
Following the introduction, sustain awareness ( ) by
reaching 30% of the targets at least once of month.
TA
Sunday, 27 December 2009
51. Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.
Target advertising to the general, aged 15 – 64, male and female.
During the introductory period ( ), reach ( ) 80% of target
audience and average of five times (frequency), and 50% three or
more times.
Following the introduction, sustain awareness ( ) by
reaching 30% of the targets at least once of month.
Utilize media that can create awareness and effectively
communicate the technical advantages of Air Helium Max.
Sunday, 27 December 2009
61. Target Audience Analysis
Statistics show that the no. of targets
aged 35-64 is 3,110,744, accounting
for 45.3% and that of aged 15-34 is
1,961,131, accounting for 28.5% of
the total population.
Sunday, 27 December 2009
62. Media Habits of the
Target Audience
Sunday, 27 December 2009
63. • TV, which is stipulated ( ) medium by the
clients, can create awareness to highest percentage of
target markets at shortest time.
• Following the convention, heavier budget will be spent
on TVB Jade against proportionally smaller budget on
ATV Home.
• Little budget will be spared ( ) for the English
channels of both TVB Pearl and ATV World, and some
will be used for NOW TV channels of sports.
• Prime time ( ) will be primarily ( )
considered for all TV spots.
• Product placements ( ) in prime-time TV programs
will be also considered if appropriate.
Sunday, 27 December 2009
66. • Newspaper and magazine, being other stipulated
( ) medium, can follow on the burst ( )
of TV commercials and detail the advantages of the
new technology.
• Oriental Daily News (ODN) and Apple Daily are
primarily considered.
• General interest magazine like Next Magazine and
Ming Pao Weekly will be used for both normal and
editorial advertisement.
• On the other hand, (1) niche-market newspaper
like Wen Wei Pao or (2) specialized interest
magazine like Photog will not be considered
because of low advertising effectiveness and
efficiency.
Sunday, 27 December 2009
67. MTR and KCR advertisements will be used
for capturing those working groups sparing
no hours on watching TV and print ad.
MTR station of Central, Tai Koo, Tsim Sha
Tsui, Mongkok and Kwun Tong, and KCR
station of Kowloon Tong and Shatin will be
considered for escalator crown ( ),
4-sheet and 12-sheet advertisement.
Sunday, 27 December 2009
69. • Outdoor advertising at some prime
location, e.g. those at Fa Yuen Street,
Mong Kok, can induce impulsive (
) buying for those people shopping
for sport shoes.
• On the other hand, billboard
advertising at Cross Harbour Tunnel
and Eastern Habour Tunnel can create
awareness of the brand and the new
product.
Sunday, 27 December 2009
71. • Internet advertising can complement
( ) traditional mass media in
reaching those young targets who are
heavy internet surfers.
Sunday, 27 December 2009
72. Creative Media Buy
• Deflated helium balloon is giveaway for
each Next Magazine copy to signify the
lightless and use of helium in sport shoe
soles.
• Airship in the form of a dummy Air Helium
Max sport shoes is proposed because it
signifies the lightness of the new sport
shoes.
Sunday, 27 December 2009
74. • Use TV as the primary medium to create
awareness for the targets aged 35-64
• Use print, MTR/KCR and Internet
advertisement to complement TV in
reaching the targets aged 15-34 and
supplement the dissemination of detailed
product message.
• Concentrate introductory weight in June/
July 2008 to lead the Olympic period by
buying spots and sponsor special TV
programs on Olympics, e.g. title TV
sponsorship or product placement
Sunday, 27 December 2009
75. • Provide sustainable support in the weekly
program Sports World on TVB Jade before,
over and after the Olympic Period.
• Highlight the site’s Internet address in print,
outdoor advertisements and TV commercials.
• In addition to the above thematic advertising,
use tactical advertisements, e.g. discounted
sales promotion, immediately before
commencement of new academic year to
boost sales to students
• Re-launch the thematic and tactical
advertisements in next festive seasons, i.e.
Christmas of 2008, New Year and Chinese
New Year Holidays in 2009.
Sunday, 27 December 2009
77. Since the budgets of a media plan are
estimates, the media planner has to
prepare a post-buy evaluation that
reports the actual figures about the
advertisements delivered.
Sunday, 27 December 2009
78. As an example, the elements of post-
buy reports for magazine may include:
• The page that each ad appeared,
showing rotation of more than one
insertion of ad.
• Presence ( ) of any neighboring
competitive advertising
• Right-hand or left-hand page,
• Adjacency ( ) to compatible (
) editorial materials
Sunday, 27 December 2009
79. • In addition to advising the clients, post-
buy evaluation is used as background for
future negotiation with the media.
• It is a numerical analysis of what was
executed versus what was planned.
• It does not deal with large issues such as
the awareness or success of the
advertisements, which should be related
to the effectiveness of the whole
advertising program for which the entire
marketing team is responsible.
Sunday, 27 December 2009
80. Media Habits of the Targets Aged 35-64
Sunday, 27 December 2009
81. Composition ( –
Target Audience )
= [no. of readers that is within targets / total
no. of readers of a particular magazine] x
100%
It is obtained through research by the
magazine from time to time.
Sunday, 27 December 2009
84. TA
o si tion
Co mp
30%
Sunday, 27 December 2009
85. Coverage ( – TA
) = [total no. of readers of a
particular magazine / total no. of targets] x 100%
Index =[ Composition / percentage of targets out of
total population ] x 100%
CPM = Cost Per Mille (i.e. Cost Per Thousand)
= [4C Cost / Audience] x 1000
Sunday, 27 December 2009
90. TA
o si tion
Co mp
30%
Sunday, 27 December 2009
91. Media Habits of the Targets Aged 35-64
Total Target:
35-64 (TA )
=1,248,855+1,193,788+668,101
=3,110,744
Sunday, 27 December 2009
92. Media Habits of the Targets Aged 35-64
Composition (Total Targets):
%
TA
= Total TA / population
=3,110,744 / 6,864,346
=45.3%
Sunday, 27 December 2009
93. Media Habits of the Targets Aged 35-64
Audience ( )
=Total TA X Coverage
=3,110,744 X 31%
=952,792
Sunday, 27 December 2009
94. Media Habits of the Targets Aged 35-64
Composition of Magazine (East Touch)
Touch TA
= Index X Composition of Total TA
= 157 X 45.3%
= 70.9%
Sunday, 27 December 2009
95. Media Habits of the Targets Aged 35-64
Coverage of Ming Pao Weekly
TA
= Audience / Total TA
= 852,097 / 3,110,744
= 27%
Sunday, 27 December 2009
96. Media Habits of the Targets Aged 35-64
Index ( )
100 100 TA
= Composition / Composition of TA X 100
= 70.9 / 45.3 X 100
= 157
Sunday, 27 December 2009
97. Media Habits of the Targets Aged 35-64
4C Cost ( )
CPM = 4C Cost / Audience X 1,000
4C Cost = Audience X CPM / 1,000
= 652,523 X 53.33 / 1,000
=HK$ 34,800
Sunday, 27 December 2009
98. Media Habits of the Targets Aged 35-64
CPM (CPM = Cost Per Mille (i.e. Cost Per
Thousand)
= 4C Cost / Audience X 1,000
= 44,500 / 952,792 X 1,000
= 46.70
Sunday, 27 December 2009
109. Audience of Mag B = Total Target
Audience x Coverage
= 4,333,012 x 27%
= 1,169,913
Audience of Mag D = Total Target
Audience x Coverage
= 4,333,012 x 33%
= 1,429,894
Sunday, 27 December 2009
110. Composition of Total Target = Total
Target Audience / population
= 4,333,012 / 6,800,000
= 63.72%
Sunday, 27 December 2009
111. Composition of Mag C= Index x
Composition of Total Target
= 131 x 63.72%
= 83%
Composition of Mag D= Index x
Composition of Total Target
= 142 x 63.72%
= 90%
Sunday, 27 December 2009
112. Coverage of Total Target = Audience /
Total Target Audience
= 4,333,012 / 4,333,012
= 100%
Sunday, 27 December 2009
113. Coverage of Mag A = Audience / Total
Target Audience
= 952,792 / 4,333,012
= 22%
Coverage of Mag C = Audience / Total
Target Audience
= 511,503 / 4,333,012
= 12%
Sunday, 27 December 2009
114. Index of Mag A = Composition /
Composition of Total Target x 100
= 84.7 / 63.72 x 100
= 133
Index of Mag B = Composition /
Composition of Total Target x 100
= 73.1 / 63.72 x 100
= 115
Sunday, 27 December 2009
115. 4C Cost of Mag A = Audience x
CPM / 1000
= 952,792 x $40.11 / 1000
= $38,216
4C Cost of Mag C = Audience x
CPM / 1000
= 511,503 x $63.02 / 1000
= $32,235
Sunday, 27 December 2009
116. CPM of Mag B = 4C Cost / Audience
x 1000
= 22,950 / 952,792
= $19.62
CPM of Mag D = 4C Cost / Audience
x 1000
= 39,850 / 1,429,894
= $27.87
Sunday, 27 December 2009