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Media Considerations
This document provides an overview of key considerations for developing an effective media plan. It discusses defining objectives and desired results, targeting the appropriate audience, determining optimal timing and messaging, and selecting appropriate media vehicles. The document emphasizes that defining the right audience is crucial, as reaching the wrong people will undermine the media plan's success regardless of other elements. It also notes that all potential media channels should be evaluated based on their strengths and weaknesses for reaching the target audience.
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Media Considerations
- 1. Media Considerations From Marketing Plan to Execution By Jeff Louis
- 2. Media Plan by Definition Media Plan: • …a plan “designed to target the proper demographics for an advertising campaign through the use of specific media outlets.” • …the “distribution of a business's advertising budget to different advertising mediums.” Source: Co-Communications
- 3. Media Plan & Importance • Media plans address the use of space and time • In most cases, the majority of a company’s marketing dollars are spent on media • Research dollars • Cost for air‐time • Space costs (magazine, out‐of‐home) • Impression Costs
- 4. Media Plan & Importance • TV commercials can cost $50K+ • “One‐time” cost, unlimited use* • TV airtime is “rented” • Each time a commercial runs = $ • Costs vary, but can sell for $1MM • Usually sold in increments • 15 Seconds • 30 Seconds • 60 Seconds *depending on talent costs
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- 6. Important Note! • There is no single correct answer; some answers are just better than others… • This presentation walks through the initial steps for initiating a media plan • This is not a blueprint , but an overview of areas deemed important by the author for creating an effective media plan
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- 8. A Media Plan is Born • Media plans are a combination of strategic and “common‐sense” recommendations that determine the best method to reach a target audience • The result of a media plan is an executable action • Often, media plans are marketing objectives in media terms; in many cases, translating a marketing plan into a media plan is the battle…
- 9. Step One: Define Objectives • State your objectives • What are we trying to communicate? What action do we want as a result? • Example: • Increase awareness of… • Increase participation in… • Build knowledge around… • Encourage trial of… • Build market share/share of voice…
- 10. Step 2: Define Results • What’s the definition for success? • *a media plan is but a plan; it doesn’t act, it provides a conduit for Connection • A media plan’s purpose is to: • Deliver the right message • using the right media • at the right time • enough times to initiate action I f y o u d o n ' t r e a c h t h e r i g h t p e o p l e , y o u’v e f a i l e d . . .
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- 13. Target Audience • Who are we trying to reach? • What do they look like? • How do they behave? • Reaching the target audience is the key to effective media planning • Creativity won’t matter if the audience is blind to the message
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- 15. Timing • Is there seasonality to the business? • Summer • Holidays • Year‐round • Will messaging be… • Continuous (Steady messaging)? • Pulsed (Light message level, heavy level)? • Flighted (Message on, Message off)?
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- 18. Message • What do we want to say? • What action do we want the audience to take? • Call a number? • Visit a website? • Perform an action? • Is there a single message, or are there numerous points to communicate?
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- 20. Geography • Where do we want to reach them? • At work? • At Home? • In the Car? • Nationwide? • Locally? • Regionally? • In specific markets?
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- 22. How? • How are we going to reach them? • TV, radio, out‐of‐home, online? • Public Relations, Word‐of‐Mouth? • More importantly:
- 23. Other Vehicles • Social Media • Movie Theater • In‐Store/Point‐of‐Purchase • Guerilla Advertising • Posters • Trade Shows • Flyers
- 24. Important Terms • Frequency • How often? Daily? Hourly? • Reach • How many? A percentage of total viewers in a given audience • What % of those reached will take action? • Cost • How much do we have to spend? • At what level is our spend effective? • Or, when does it cease to be effective?
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- 26. Determining the Audience • The target audience(s) is often defined by the marketer • Women, aged 25‐54, Household income $75K+, college educated • However, some marketers need to define, or redefine, their audience • Who is the target for health insurance? • Men or women? • Young or old?
- 27. Defining the Audience • Demographics • Audience breakdown based on age, sex, income, education, etc. • Information from US Census, CityData, and similar sources • Psychographics • Personality characteristics & attitudes. A person's attitudes, opinions, attitudes, and beliefs that relatie to lifestyle and purchasing behavior
- 28. Why the Audience Matters Your company makes kid‐friendly food • A new product, Mac‐Attack, is tested •Testing shows that boys, ages 12‐17 are the highest group of consumers of Mac‐Attack • Boys like it because • It’s easy to make and clean up • Tastes good • Mac‐Attack comes with trading cards
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- 30. Why the Audience Matters • Your company launches a Mac‐Attack campaign targeting these Boys, 12‐17 • Boys magazines and TV programming carries the message • Although there’s a spike in sales, results do not meet expectations, and the campaign is halted Where did Mac‐Attack go wrong?
- 31. Why the Audience Matters • The target audience is questioned about how they view Mac‐Attack, and results are all positive • Researchers ask, why they don’t they buy Mac‐Attack A. Their discretionary income is spent on other items, like video games B. Most don’t actively go to the store and choose their dinner entrees C. The family’s shopper does not realize the benefits of Mac‐Attack
- 32. Speak to the Right Audience • Knowing that kids don’t typically spend their money on dinner or dinner food, who should Mac‐Attack target? • The best research can be misleading
- 33. Audience Definition • Demographic groups (Demos) can be used to determine radio station/shows or TV programs viewd by groups of a certain Demo (age/income/sex/education) • Generalities: • TV shows like Cops tend to skew to younger, less‐educated males • Contemporary Hits Radio (CHR) stations tend to reach men and women, 18‐34, but are weighted heavier toward females • Grey’s Anatomy’s audience is mostly female •
- 34. Audience Definition • Below is a Radio Ranker (either obtained from agency software or media vendors) that define the top stations for A25‐54 in a given market Demo Station Format Rank Time Period AQH=Average Quarter Hour (measusured in Total AQH 15 minute increments) Persons Rating
- 35. Audience Definition • As with any research endeavor, the more information, the better‐defined the audience, the less the waste • Psychographic data further segments the audience into better‐defined groups • Psychographic, or lifestyle data, can be obtained two ways: • Research software • Proprietary research (from the client)
- 36. Audience Definition • Media Quintiles • Dividing 100% into 5 equal portions • Q1= Heaviest users/top category • Q5= Lightest users/bottom category • Quintiles are used to define media use
- 37. Audience Definition • Lifestyle data + Demographic data • Use of syndicated research, lifestyle or psychographic data, further defines the audience • Scarborough Research • MediaMark MRI • Simmons Media Research Bureau
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- 39. Universe Size • In media, all universes are not equal • Thus, all are measured differently • TV markets are geographic populations called DMAs • Radio markets are geographic populations known as MSAs
- 40. Universe Size • DMA‐ Designated Market Area • Usually the area where a primary market is defined by TV coverage. • The top three DMAs in the U.S. are NYC, LA, and Chicago • MSA‐ Metropolitan Service Area • Can be the radio metro, or a couple metros together • The top three MSAs in the U.S. are NYC, LA, and Chicago Note: The DMA and MSA are not always ranked the same
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- 43. Online, Cable, DTV • Online universe size depends on Internet Penetration (number of HH’s with internet access) • Cable TV, likewise, depends on the cable penetration (number of HH’s wired for cable TV) • DTV/Satellite TV varies by market • DTV is often the only method to get ‘cable‐ like’ service in areas where geography, weather, climate, and distance play a role in cable TV service
- 44. Printed Mediums • Magazines don’t technically have universes but are measured by subscribers • National Newspapers (USA Today, Wall Street Journal) and city papers are also measured by the number of subscribers
- 45. Out‐of‐Home/Direct Mail • Billboards, whether 14’x48’, 12’x24’, or 20’x60’ use a formula that determines the number of Adults 18+, that drive by the billboard on a daily basis • Direct mail doesn’t have a universe; instead, size is based on the number of pieces sent, pieces opened, and action taken (10,000 mailers, 3% open rate, 2% response)
- 46. Other Mediums • Cell Phones, iPads, iPods, e‐mail messages, online text ads, online display ads, skywriting, text messages, social media, chat, movie theater ads, posters, transit advertising and numerous other media channels exist
- 47. Media Strength/Weakness • All mediums have good and bad points • Depending on the source, we’re exposed to 276 (Consumer Reports, 2002) to 3000 marketing messages per day (Maritz Dialogue Marketing) • We are bombarded with a lot of clutter • Choosing the right audience and media vehicle or media mix is critical
- 48. Wrapping It Up (for now) Hopefully, thisshort presentation brought up questions that can be addressed as we move forward. Messages Promotion Variables
- 49. Sources: • This presentation was created basedon the author’s personal experience as a media planner. • References, when used, are documented; otherwise, the information contained in this plan are based on experience and/or training
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