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Modern Media Planning. Chapter 5. Modern Media Planning. Setting Media Objectives Deciding Media Strategies Choosing the Media Mix Charting the Tactical Plan. Setting Media Objectives. The Media Target Media Coverage and Delivery. Planning Target. General Market. Measurement Target.

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Modern media planning

Modern Media Planning

Chapter 5


Modern media planning1
Modern Media Planning

  • Setting Media Objectives

  • Deciding Media Strategies

  • Choosing the Media Mix

  • Charting the Tactical Plan


Setting media objectives
Setting Media Objectives

  • The Media Target

  • Media Coverage and Delivery


Setting media objectives the media target

Planning

Target

General Market

Measurement

Target

Setting Media ObjectivesThe Media Target

  • Planning target

  • Measurement target


Example axe body spray

Brand Planning Target:

“Contemporary, cool young men looking for an edge in the dating game”

Media Planning Target:

Profile of “Contemporary, cool young men” based on usage of contemporary, cool products

Media Measurement Target:

Simple demographic like “men aged 18-24

Example: Axe Body Spray


Setting media objectives1

Frequency

Reach

Setting Media Objectives

  • Media Coverage

  • Media Delivery

  • Optimization or Balance


Along a continuum

Emphasis

Reach

Emphasis

Frequency

Balanced

Reach

Frequency

Awareness/

Attention

Interest

Attitude/

Desire

Along A Continuum


Setting media objectives2
Setting Media Objectives

  • Some Examples:

    • Emphasis Reach:

      • Reach 80% of women 35-64 an average of 4 times every 4 weeks.

    • Emphasis Frequency:

      • Reach 50% of men 25-49 an average of 3 times each week before a home football game


Deciding media strategies
Deciding Media Strategies

  • Offensive or Defensive Approach

  • Setting a Media Budget

  • Strategies to Accomplish the Objective


Deciding media strategies offensive or defensive approach
Deciding Media StrategiesOffensive or Defensive Approach

  • Defensive as in protection of the current business

  • Offensive as in opportunistic

  • In Reference to ALL strategic decisions


Deciding media strategies setting a media budget
Deciding Media StrategiesSetting a Media Budget

  • Objective/Task

    • Match tactics (tasks) to the objective and sum the costs of all tactics

  • Affordability

    • Tied to product profitability and assumes a pay-out

  • Percentage of Sales

  • Competitive Spending


Deciding media strategies strategies to accomplish the objective
Deciding Media StrategiesStrategies to Accomplish the Objective

  • Scheduling

  • Specific Geography

  • The Media Mix


Strategies to accomplish the objective scheduling
Strategies to Accomplish the Objective: Scheduling

  • Continuous

    • Consistent, sustainable level of support

  • Flighting

    • Support in peaks with hiatus periods in between

  • Pulsing

    • Consistent support with peaks and valleys



Strategies to accomplish the objective the media mix
Strategies to Accomplish the Objective: The Media Mix

  • The Audience/Media Relationship

    • Media functionality

    • Consumer involvement

  • Availability of Resources

    • Time

      • Time to make the advertisement

      • Time to execute the placement

    • Money

      • Cost to make the advertisement

      • Cost to place the advertisement

  • Geographic Emphasis


Choosing the media mix discriminating factors
Choosing the Media MixDiscriminating Factors

  • Effectiveness

    • Audience use of the media

    • Audience coverage of the media

  • Efficiency

    • Costs per thousand audience

    • Costs per delivered rating point


Charting the tactical plan
Charting the Tactical Plan

  • The Media Flowchart Shows

    • Media used

    • Message/insertion timing

    • Costs by media

  • You Can Make a Flowchart

    • Media planning software

    • Project planning software

    • Excel spreadsheet



Summary
Summary

  • Writing effective and measurable Reach/Frequency objectives

  • Deciding strategies of budget, scheduling, geography, and mix

  • Criteria for choosing the media mix

  • Flow-charting the media plan


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