Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 7-1 Media Planning Client provides relevant information to.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-1

Media Planning

Client provides relevant information to agency in the form of a media brief.

1. Market Profile

2. Brand Media Profile

3. Competitor Media Usage

4. Target Market Profile

5. Media Objectives

6. Budget

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-2

Media Planning Process

Marketing PlanMarketing Plan

Advertising PlanAdvertising Plan

Creative PlanCreative Plan Media ObjectivesMedia Objectives

Media StrategiesMedia Strategies

Media ExecutionMedia Execution

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-3

Media Objectives

WhoWho is the target market?

WhatWhat is the message?

WhereWhere are the priority markets?

WhenWhen is the best time to advertise?

HowHow many, often, long?

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-4

Media Strategies

Numerous factors are considered for achieving objectives:

Target Market

Nature of Message

Reach, Frequency, and Continuity

Market Coverage

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-5

Media Strategies

Numerous factors are considered:

Timing of delivery

Competitor media usage

Media alternatives

Budget

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-6

Target Market Media Strategies

ShotgunShotgun

Profile MatchProfile Match

RifleRifle

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-7

Balancing Strategic Variables

Reach How many?

Frequency How often?

Continuity How long?

How flexible is the plan? Can it be altered?

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-8

Reach

The total unduplicated audience exposed to a message one or more times in a period (week).

Reach can be expressed as individuals or households

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-9

Reach Formula

Reach = # households tuned in # households in area

= 50,000 250,000

= 20%

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-10

Frequency

The average number of times an audience is exposed to a message over a period of time (week).

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-11

Frequency Formula

Frequency = Total Exposures Reach

= 250,000 50,000

= 5.0

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-12

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

Continuity

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-13

Gross Rating Points

GRPs refer to the weight of a media schedule against a pre-determined target audience.

GRP = Reach (%) x Frequency

= 50 x 3.5

= 175

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-14

Impressions

Impressions, or total exposures, are the total number of commercial occasions multiplied by the total target audience potentially exposed to each occasion.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-15

Impressions Formula

Impressions = Reach x Frequency

= 500 000 x 4

= 2 000 000

(Reach = the number of individuals or households)

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-16

Media Coverage

National

Regional

Key Market

Selective

Identifying the number of markets where advertising will occur.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-17

Advertising Flights

J F M A M J J A S O N D

Continuous Spending

Weight(GRPs)

J F M A M J J A S O N D

Weight(GRPs)

Flighting: Various weight levels

8.10

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-18

Scheduling OptionsEven Skip

Pulse Seasonal

Blitz Build-up

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-19

Media Alternatives

TelevisionRadio

NewspaperMagazines

Out-of-HomeDirect Response

Internet

TelevisionRadio

NewspaperMagazines

Out-of-HomeDirect Response

Internet

1. Assess pros and cons of each

2. Identify primary and secondary media

3. Budget is key influence

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-20

Budget Influence on Media Strategy

ReachFrequencyContinuityCoverageTiming

Media TypeMedia Mix

Primary andSecondary

Media

SelectiveMedia Usage

SmallBudget

LargeBudget

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-21

Media Selection Process

Newspaper Television Outdoor

Radio Magazine Transit

General Men’s or Specific Interest Women’s Interest

Time, Maclean’s Chatelaine,

Can.Business

Type

Class

SpecificMedium

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-22

Media Execution

1. Media Scheduling and Budgeting (Blocking Chart)

2. Media Buying (Negotiation)

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-23

Agency Role in Media Planning

A media director oversees staff responsible for developing the plan and selecting, scheduling, and buying time and space. Computers play a key role in media planning.

Pre-buyAnalysisPre-buyAnalysis

Estimated audience deliveries in a schedule

Post-buyAnalysisPost-buyAnalysis

Actual audience deliveries

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-24

Factors Influencing Budgets

1. Customer Characteristics

2. Degree of Competition

3. Product Life Cycle

4. Management Attitude

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

7-25

Budgeting Methods

1. Percentage of Sales

2. Fixed Sum per Unit Sold

3. Industry Average

4. Task

5. Share of Advertising / Share of Market