Advertising: Media Planning
Recency is a very simple idea. Its the thought that
advertising works on
influencing the brand selected by people who are
ready to buy the product
Erwin Ephron, Father of Recency factor in Media Planning
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.
Media Planning
Media planning can be defined as the process of designing a
course of action that shows how advertising time and space
will be used to contribute to the achievement of
advertising and marketing objectives
1. In media planning, we looks to answers the following
questions:
a. How should marketers communicate the message to
customers?
b. When should the message be communicated?
c. Which media should be selected?
d. What should be the appropriate budget?
Media Planning
IMC
IMC
Plan
Plan
Advertising
AdvertisingPlan
Plan
Media
MediaPlan
Plan
Objectives
Objectives
Strategies
Strategies
Execution
Execution
Creative
Creative
Plan
Plan
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
Media Plan
A document outlining how a clients budget will be
spent.
Media
MediaObjectives
Objectives
Media
MediaStrategies
Strategies
Media
MediaExecution
Execution
Developing Media Plan
Media Objectives
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?
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
Target Market Matching
Strategies
Knowledge of a targets media consumption habits
helps define the media strategy.
Shotgun
Shotgun
Profile
ProfileMatch
Match
Rifle
Rifle
Market Coverage
The budget available often dictates the extent of
market coverage.
National
National
West
West
Key
KeyMarkets
Markets
Central
Central
East
East
Category and brand development
indexes are used to set market
priorities
Applying a BDI
Region
Sales %
Popn %
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
----
BDI = Sales % divided by Population %
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).
Media Scheduling
Even
Skip
Pulse
Seasonal
Blitz
Build-Up
Reach / Frequency / Continuity
Reach
Reach
Total audience exposed to a message
one or more times in a period, usually
a week.
Frequency
Frequency
The average number of times a
message has been exposed to an
audience over a period of time.
Continuity
Continuity
The length of time required to
generate impact on a target.
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.
Comparing Media Alternatives
CPM
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.
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.
Assessing Media Alternatives
The strengths and weaknesses of all media options
are evaluated.
Medium
Television
Radio
Pro
Con
Impact
High Cost
Reach
Clutter
Targeting
Fragmentation
Frequency
Message (Sound only)
Assessing Media Alternatives
Medium
Newspaper
Magazine
Outdoor
Pro
Con
Local Reach
Short Life
Key Market Coverage
Clutter
Targeting
Clutter
Message Quality
Low Frequency
Reach
Creative Limitations
Frequency
Low Targeting
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
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.
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.
Magazine Advertising
Magazines are excellent at targeting precisely defined
audiences.
1. Magazines are a class medium instead of a
massmedium.
2. The clustering of ads has a negative influence on
message impact.
3. Magazines are ideal for profile matching media
strategies.
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.
