modern media planning
Skip this Video
Download Presentation
Modern Media Planning

Loading in 2 Seconds...

play fullscreen
1 / 19

Modern Media Planning - PowerPoint PPT Presentation

  • Uploaded on

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.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about ' Modern Media Planning' - lucas-tillman

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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


General Market



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


Setting Media Objectives
  • Media Coverage
  • Media Delivery
  • Optimization or Balance
along a continuum












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
  • 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