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Chapter 5 Advertising: 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. Advertising Plan. IMC

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Presentation Transcript
chapter 5 advertising media planning
Chapter 5Advertising: Media Planning

©2005 Pearson Education Canada Inc.

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.

©2005 Pearson Education Canada Inc.

media planning1
Media Planning

Advertising Plan

IMC

Plan

Media Plan

Objectives

Strategies

Execution

Creative

Plan

©2005 Pearson Education Canada Inc.

media brief
Media Brief

Media planners require essential information from the client.

  • Market Profile
  • Competitor Media Strategy
  • Target Market Profile
  • Media Objectives
  • Budget

©2005 Pearson Education Canada Inc.

media plan
Media Plan

“A document outlining how a client’s budget will be spent.”

Media Objectives

Media Strategies

Media Execution

©2005 Pearson Education Canada Inc.

media objectives
Media Objectives

©2005 Pearson Education Canada Inc.

media strategy
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

©2005 Pearson Education Canada Inc.

target market matching strategies
Target Market Matching Strategies

Knowledge of a target’s media consumption habits helps define the media strategy.

Shotgun

Profile Match

Rifle

©2005 Pearson Education Canada Inc.

market coverage
Market Coverage

The budget available often dictates the extent of market coverage.

National

West

Central

East

Category and brand development indexes are used to set market priorities

Key Markets

©2005 Pearson Education Canada Inc.

applying a bdi
Applying a BDI

BDI = Sales % divided by Population %

©2005 Pearson Education Canada Inc.

analysis of bdi
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).

©2005 Pearson Education Canada Inc.

media scheduling
Media Scheduling

Even

Skip

Pulse

Seasonal

Blitz

Build-Up

©2005 Pearson Education Canada Inc.

reach frequency continuity
Reach / Frequency / Continuity

Total audience exposed to a message one or more times in a period, usually a week.

Reach

The average number of times a message has been exposed to an audience over a period of time.

Frequency

The length of time required to generate impact on a target.

Continuity

©2005 Pearson Education Canada Inc.

media execution
Media Execution

Selecting the right media is usually a three stage decision process.

  • Type of Media Magazine Television
  • Class of Media Sports Network
  • Specific Medium Sports Illustrated CTV

When selecting a specific medium, CPM is a determining factor.

©2005 Pearson Education Canada Inc.

comparing media alternatives
Comparing Media Alternatives

The cost of the ad divided by the circulation (in thousands).

CPM

ROB and National Post Business have a circulation advantage since they are distributed by newspapers that own the magazines.

©2005 Pearson Education Canada Inc.

scheduling and budget summary
Scheduling and Budget Summary
  • 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.
  • The budget summary classifies spending by medium, region, and time of year.

©2005 Pearson Education Canada Inc.

assessing media alternatives
Assessing Media Alternatives

The strengths and weaknesses of all media options are evaluated.

©2005 Pearson Education Canada Inc.

assessing media alternatives1
Assessing Media Alternatives

©2005 Pearson Education Canada Inc.

tv advertising alternatives
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

©2005 Pearson Education Canada Inc.

radio advertising
Radio Advertising

In radio all decisions are usually based on demographics.

  • Station format determines the audience profile.
  • Radio is ideal for reaching targets defined by age.
  • Radio is an important medium if a “key market” strategy is recommended.

©2005 Pearson Education Canada Inc.

newspaper advertising
Newspaper Advertising

Local market circulation and readership make newspapers an attractive medium.

  • Newspapers are ideal for a “key market” media strategy.
  • Newspapers are attractive to national advertisers, and national and local retailers.
  • Newspapers offer “merchandising” opportunities.

©2005 Pearson Education Canada Inc.

magazine advertising
Magazine Advertising

Magazines are excellent at targeting precisely defined audiences.

  • Magazines are a “class” medium instead of a “mass”medium.
  • The clustering of ads has a negative influence on message impact.
  • Magazines are ideal for “profile matching” media strategies.

©2005 Pearson Education Canada Inc.

out of home advertising
Out-of-Home Advertising

Outdoor is a passive medium but the message is very visible.

  • Outdoor ads reach the same audience frequently.
  • A wide variety of alternatives are available. Outdoor can be virtually anywhere!
  • An ideal medium for “shotgun” media strategies in key markets.

©2005 Pearson Education Canada Inc.