Creating a media plan

Media Objectives, Strategies and Planning
Major Factors
in Creating and
Building
a Media Plan

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?

• 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.

• 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 TV (Limited)
• Movies/Cinema Adv.
• AM/FM radio
• Reel to Reel tape
• Telephone
• Postal Mail
• Newspapers
• Magazines (9K)
• Books
• 1966: 24 hours a day
• 2006: 24 hours a day
• Broadcast TV, Cable TV,
Pay TV, VOD
• Satellite TV and Radio
• Movies/Cinema Adv.
• AM/FM radio
• Telephone and Mobile
phone
• Postal Mail
• Newspapers, Magazines
(17K titles)
• CD, cassette, MP3, VCR,
DVD, PVR
• Internet and web,
including email, web
browsing, PC gaming,
Music downloading, P2P
• PDA’s, Pagers, Console
and Game Devices

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

• 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

• 4. What is Competition Doing?
– Budgets
– Which Media?
– Which Schedules?
– And more

• 5. Nature of Message?
– Electronic/Broadcast
– Print
– Color/B&W
– Demonstration
– Simple Statements

• 6. Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)

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%.

Frequency
• Average number of times a household
or a person viewed a given television
program, station or commercial during a
specific time period.

Continuity/Continuous Schedule
• Advertising runs steadily and varies
little. Compare with:
• Flighting and Pulsing with scheduling

• 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.

• 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)
Here's 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 program's share is always
higher than its rating, then you understand the difference
between the two.

• 7. Media Mix
– Combination of different media, and
size of ads
– Which Media?
– And more

• 8. Seasonality and Length of Schedule?
– Hot tea vs. Cold tea?
– Snow blowers, toothpaste, coffee.
– Morning Drive and Evening Drive
– Flighting
– Pulsing

• 9. Tie-ins with Merchandising
and Sales Force?
– Coupons, Contests, Trade Deals, Sales Calls,
Displays, Budgets.
– Which Media?
– Events
• Super Bowl
• Academy Awards
• Sports
– And more

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.

10. Flexibility
PromotionPromotion
Budgets
Budgets
ClosingDates
ClosingDates
Specials
Specials
Commitments
Commitments
4P’s4P’s
andand
7P’s7P’s
Com
petition
Com
petition
MixMix
TargetsTargets
Messages
Messages
Timing
Timing
MessagesMessages
Continuity
Continuity
ReachReach
Frequency
Frequency

• 11. Cost Efficiencies
– Which Media?
– Which Vehicles?

• Advertising is an investment in future
sales.
• It’s greatest powers are in short-
term promotions and its cumulative
long-range effects.
• And more

Creating a media plan

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