Advertising: Media Planning Chapter 5 ©2005 Pearson Education Canada Inc.

Chapter 5
Advertising: Media
Planning
5-1
©2005 Pearson Education Canada Inc.
Media Planning
“A plan of action to communicate a message to a
target market a the right time, and right frequency.”
The goal of a media plan is to be efficient: to gain
maximum exposure at minimum cost.
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Media Planning
IMC
Plan
Advertising Plan
Media Plan
Objectives
Strategies
Execution
5-3
Creative
Plan
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Media Brief
Media planners require essential information from the
client.
1. Market Profile
2. Competitor Media Strategy
3. Target Market Profile
4. Media Objectives
5. Budget
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Media Plan
“A document outlining how a client’s budget will be
spent.”
Media Objectives
Media Strategies
Media Execution
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Media Objectives
5-6
Who
is the target market?
What
is the message?
Where
are the priority markets?
When
is the best time to advertise?
How
many, often, long?
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Media Strategy
Numerous factors are evaluated and they are usually
ranked based on priority.
• Target market and media matching strategy
• Creative strategy influences media choices
• Coverage decisions are based on the budget
• Timing decisions are crucial for scheduling
• Reach, frequency, and continuity priorities
• Budget
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Target Market Matching
Strategies
Knowledge of a target’s media consumption habits
helps define the media strategy.
Shotgun
Profile Match
Rifle
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Market Coverage
The budget available often dictates the extent of
market coverage.
National
West
Key Markets
5-9
Central
East
Category and brand development
indexes are used to set market
priorities
©2005 Pearson Education Canada Inc.
Applying a BDI
Sales %
Pop’n %
BDI
Atlantic
7.6
7.6
100.0
Quebec
21.5
23.9
89.9
Ontario
42.5
38.5
110.4
Prairies
13.4
16.8
79.8
B.C.
15.0
13.2
113.6
Total
100.0
100.0
----
Region
BDI = Sales % divided by Population %
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Analysis of BDI
Example: The BDI in Ontario is 110.4. The BDI was
determined by dividing 42.5 by 38.5.
Analysis: Ontario and B.C. over contribute to sales
while Quebec and the Prairies under contribute. A
media planner could concentrate media spending in
areas where the brand enjoys most usage (Ontario
and B.C.) or transfer funds from strong regions to
weaker regions (Quebec and the Prairies).
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Media Scheduling
5-12
Even
Skip
Pulse
Seasonal
Blitz
Build-Up
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Reach / Frequency / Continuity
Reach
5-13
Total audience exposed to a message
one or more times in a period, usually
a week.
Frequency
The average number of times a
message has been exposed to an
audience over a period of time.
Continuity
The length of time required to
generate impact on a target.
©2005 Pearson Education Canada Inc.
Media Execution
Selecting the right media is usually a three stage decision
process.
1. Type of Media
Magazine
Television
2. Class of Media
Sports
Network
3. Specific Medium
Sports Illustrated
CTV
When selecting a specific medium, CPM is a determining
factor.
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Comparing Media Alternatives
CPM
Magazine
The cost of the ad divided by
the circulation (in thousands).
Cost
Circ. (000)
CPM
ROB
$18,800
363.7
$51.69
National Post Business
$15,010
311.3
$51.10
Canadian Business
$14,000
80.5
$173.91
ROB and National Post Business have a circulation advantage
since they are distributed by newspapers that own the magazines.
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Scheduling and Budget Summary
1. A blocking chart summarizes in a few pages all of the
media execution details: media usage, market coverage,
weight levels, reach and frequency, and timing of the
campaign.
2. The budget summary classifies spending by medium,
region, and time of year.
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Assessing Media Alternatives
The strengths and weaknesses of all media options
are evaluated.
Medium
Television
Radio
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Pro
Con
Impact
High Cost
Reach
Clutter
Targeting
Fragmentation
Frequency
Message (Sound only)
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Assessing Media Alternatives
Medium
Newspaper
Magazine
Outdoor
5-18
Pro
Con
Local Reach
Short Life
Key Market Coverage
Clutter
Targeting
Clutter
Message Quality
Low Frequency
Reach
Creative Limitations
Frequency
Low Targeting
©2005 Pearson Education Canada Inc.
TV Advertising Alternatives
Factors such as the budget available and market coverage
priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content
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Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market”
strategy is recommended.
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Newspaper Advertising
Local market circulation and readership make
newspapers an attractive medium.
1. Newspapers are ideal for a “key market” media
strategy.
2. Newspapers are attractive to national advertisers,
and national and local retailers.
3. Newspapers offer “merchandising” opportunities.
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Magazine Advertising
Magazines are excellent at targeting precisely defined
audiences.
1. Magazines are a “class” medium instead of a
“mass”medium.
2. The clustering of ads has a negative influence on
message impact.
3. Magazines are ideal for “profile matching” media
strategies.
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Out-of-Home Advertising
Outdoor is a passive medium but the message is very
visible.
1. Outdoor ads reach the same audience
frequently.
2. A wide variety of alternatives are available.
Outdoor can be virtually anywhere!
3. An ideal medium for “shotgun” media
strategies in key markets.
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©2005 Pearson Education Canada Inc.