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Media Planning 101 Lecture


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In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.

Published in: Business, News & Politics

Media Planning 101 Lecture

  1. 1. Zeenat RasheedNovember 30, 2009<br /><br />Media Planning<br />
  2. 2. What is media planning?<br />Getting the right message…<br />… in front of the right person…<br />… at the right time…<br />… with the right amount of money…<br />… to generate the right response.<br />Ad agency vs. Media agency<br />Media Buying, too<br />
  3. 3. The Communications Model<br />Ad Agency<br />Media Agency<br />Source: Advertising & Promotion (Belch & Belch), 2007<br />
  4. 4. Quick Definitions<br />Media Channel<br />Media Vehicle<br />
  5. 5. (Ideal) Agency Planning Process<br />Marketing Input<br />Media Objectives<br />Media Strategies<br />Media Plan<br /><ul><li>Translate business objectives into media goals
  6. 6. Translate media goals into strategic media planning guidelines
  7. 7. Make tactical decisions specific to each media channel and vehicle
  8. 8. Business model, marketing strategy, research, industry trends
  9. 9. Business/sales objectives & strategies for upcoming year, new product launches, major initiatives to focus on etc.</li></li></ul><li>Media Plan Components<br />How Much?<br />Delivery<br />Who?<br />Targeting<br />What?<br />Media Channels<br />Where?<br />Geography<br />When?<br />Scheduling<br />
  10. 10. 1. Targeting<br />
  11. 11. Target Analysis<br />To determine the right target audience<br />To understand audience behaviors and media consumption habits<br />Ensures efficiency, avoids waste, prevents over-exposure<br />
  12. 12. Agency Resources for Targeting Analysis<br />Primary data<br />Internal brand audits<br />Audience tracking studies<br />Sales data<br />Desk research<br />Forrester, Mintel, Yankelovich, vendor-provided reports<br />Business/competitive intelligence  trends<br />Secondary syndicated data<br />Media analytics software, ex: IMS Crosstab<br />Panel studies, ex: MRI, Scarborough, Simmons<br />Psychographics vary by questionnaire: Activities, Interests, Lifestyle, Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations<br />
  13. 13. IMS Crosstab<br />Example: what’s the right audience for a company trying to sell recycled paper plates?<br /><ul><li>Try different audience group columns to determine the right target audience
  14. 14. Try different psychographic rows to narrow down popular audience behaviors
  15. 15. Try combining with AND (&) and OR (!)
  16. 16. More factors = smaller, less efficient audience</li></li></ul><li>The Venn Diagram<br />Useful way to visualize the target selection and recommendation<br />Helps convince clients that the audience size is targeted, yet viable enough to deserve sufficient marketing dollars<br />Adults 18+ living in Boston: 100MM<br />Women 25-54 w/ Graduate Degree: 10MM<br />Consider themselves environmentally conscious (based on two defined factors): 1.2MM<br />
  17. 17. Clip Time!<br />Who do you think is the media target audience for this product?<br />
  18. 18. 2. Media Channels<br />
  19. 19. Mass “traditional” media<br />Print<br />Out-of-Home<br />Broadcast<br />Direct Mail, Sales Promotion<br />Online<br />New “narrowcast” media<br />
  20. 20. Changes in Media Landscape<br />Explosion of media channels and vehicles<br />Clutter<br />Fragmentation<br />Continuous Partial Attention<br />Rise of the DVR<br />Time-shifted audiences<br />Demise of the newspaper industry<br />Creativity in outdoor media<br />Internet, Email, Social media, Web 2.0<br />
  21. 21. Convergence<br />
  22. 22. Media Consumption: Quintiles<br />Amount of time the target spends using different media<br />Guides media selection<br />Usage measured at 5 levels<br />Heavy, Heavy-Medium, Medium, Medium-Light, Light<br />Example:<br />Target: A25-54, with one child in HH aged 4-14, HHI $50K+<br />Source: 2008 MRI Doublebase<br />
  23. 23. Media Channel Analysis<br />Email<br />FSIs, Coupons<br />POP<br />
  24. 24. 3. Geography<br />
  25. 25. Questions for Market Selection<br />Where do the majority of your sales come from? Is there a natural need for your product in certain regions? <br />What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped?<br />Where is the competition strong? Do we want to compete? <br />What is your budget?<br />National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket cost<br />Answer = National, Regional or Local <br />
  26. 26. Selecting Local Markets<br />Brand Development Index (BDI)<br />Which markets are better for your brand than others<br />Category Development Index (CDI)<br />Which markets are better for your category than others<br />Sales (for brand or category) as a percentage of population in any particular market<br />(Sales / Population) x 100<br />
  27. 27. Brand Development Index (BDI)<br />Measures the strength of markets for a brand by calculating brand sales in relation to population size <br />BDI = % of brand sales in market X 100<br /> % of U.S. population in that market<br />Example: Nordica Boots<br />Nordica sales in Los Angeles account for 8.35% of total U.S. sales<br />Los Angeles makes up 5.09% of the entire U.S. population <br />BDI = 8.35% X 100 = 164 BDI<br /> 5.09%<br />
  28. 28. Category Development Index (CDI)<br />Measures a category’s potential for growth in a market by calculating category sales in relation to population size<br />Indicates maturity/development of a brand category and potential need<br />CDI = % of category sales in market X 100<br /> % of U.S. population in that market<br />Example: Nordica Boots<br />Boots category sales in Los Angeles account for 7.25% of total U.S. sales<br />Los Angeles makes up 5.09% of the entire U.S. population <br />CDI = 7.25% X 100 = 142 CDI<br /> 5.09%<br />
  29. 29. Clip Time!<br />In what marketswould you advertise this product?<br />
  30. 30. 4. Scheduling<br />
  31. 31. Scheduling Analysis<br />Related to consumer decision-making times<br />When should we promote our product in order to maximize purchase?<br />Time of year (seasonality)<br />Time of month (purchase windows, sales and promotions)<br />Time of day (dayparts)<br />Strategies<br />Continuity<br />Flighting<br />Pulsing<br />
  32. 32. Dayparts<br />6am-10am: Early Morning<br />10am-4:30pm: Daytime<br />4:30-7pm: Early Fringe/News<br />7pm-8pm: Prime Access<br />8pm-11pm: Prime<br />11pm-12am: Late News<br />12am-2am: Late Fringe<br />2am-6am: Closedown<br />6am-10am: AM Drive<br />10am-3pm: Midday<br />3pm-7pm: PM Drive<br />7pm-12am: Evening<br />12am-6am: Overnight<br />Television (EST, M-F)<br />Radio<br />
  33. 33. 5. Delivery<br />
  34. 34. Media Math<br />Reach<br />Size of audience<br />Number of actual target audience members exposed to your message at least once during the advertised period (ex: 60% of A18-24)<br />Frequency<br />Number of times each audience member sees/hears your message during the advertising period (ex: 3x)<br />Gross Impressions<br />Reach x Frequency<br />Number of people reached (x) number of times they saw an ad across media vehicles<br />
  35. 35. Basic Concepts<br />Ratings<br />% of audience that watched/listened<br />Sweeps<br />Two key audience measurement times: November and May<br />Live Only/Live +3<br />Accounts for DVR viewing<br />Nielsen’s Local People Meters (LPMs)<br />New: Digital set-top boxes that automatically log information<br />Arbitron’s Portable People Meters (PPMs)<br />New: Belt-clip tuners that automatically capture tuned in frequencies<br />
  36. 36. So, now that you’re all media planning experts…<br />
  37. 37. The Kindle<br />
  38. 38. Applying The 5 Considerations<br />Who?<br />Targeting<br />What?<br />Media Channels<br />Where?<br />Geography<br />When?<br />Scheduling<br />How Much?<br />Delivery<br />
  39. 39. Information Resources<br />Media Life Magazine (<br />Mediaweek (<br />Advertising Age (<br /><br />New York Times: Media & Marketing section<br />Observe TV, Radio, Print Media, Outdoor Media, the Internet for trends and ideas<br />
  40. 40. Thanks for your Continuous Partial Attention Questions?<br /><br />