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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Media Planning Process
Marketing PlanMarketing Plan
Advertising PlanAdvertising Plan
Creative PlanCreative Plan Media ObjectivesMedia Objectives
Media StrategiesMedia Strategies
Media ExecutionMedia Execution
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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?
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Media Strategies
Numerous factors are considered for achieving objectives:
Target Market
Nature of Message
Reach, Frequency, and Continuity
Market Coverage
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Media Strategies
Numerous factors are considered:
Timing of delivery
Competitor media usage
Media alternatives
Budget
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Target Market Media Strategies
ShotgunShotgun
Profile MatchProfile Match
RifleRifle
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Balancing Strategic Variables
Reach How many?
Frequency How often?
Continuity How long?
How flexible is the plan? Can it be altered?
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Reach Formula
Reach = # households tuned in # households in area
= 50,000 250,000
= 20%
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Frequency
The average number of times an audience is exposed to a message over a period of time (week).
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Frequency Formula
Frequency = Total Exposures Reach
= 250,000 50,000
= 5.0
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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The length of time required to generate impact on a target audience.
Continuity
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Impressions
Impressions, or total exposures, are the total number of commercial occasions multiplied by the total target audience potentially exposed to each occasion.
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Impressions Formula
Impressions = Reach x Frequency
= 500 000 x 4
= 2 000 000
(Reach = the number of individuals or households)
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Media Coverage
National
Regional
Key Market
Selective
Identifying the number of markets where advertising will occur.
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Scheduling OptionsEven Skip
Pulse Seasonal
Blitz Build-up
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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Budget Influence on Media Strategy
ReachFrequencyContinuityCoverageTiming
Media TypeMedia Mix
Primary andSecondary
Media
SelectiveMedia Usage
SmallBudget
LargeBudget
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.
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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
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Media Execution
1. Media Scheduling and Budgeting (Blocking Chart)
2. Media Buying (Negotiation)
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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
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Factors Influencing Budgets
1. Customer Characteristics
2. Degree of Competition
3. Product Life Cycle
4. Management Attitude
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Budgeting Methods
1. Percentage of Sales
2. Fixed Sum per Unit Sold
3. Industry Average
4. Task
5. Share of Advertising / Share of Market