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

Mar 26, 2015

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Page 1: 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

Page 2: 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.

7-2

Media Planning Process

Marketing PlanMarketing Plan

Advertising PlanAdvertising Plan

Creative PlanCreative Plan Media ObjectivesMedia Objectives

Media StrategiesMedia Strategies

Media ExecutionMedia Execution

Page 3: 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.

7-3

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?

Page 4: 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.

7-4

Media Strategies

Numerous factors are considered for achieving objectives:

Target Market

Nature of Message

Reach, Frequency, and Continuity

Market Coverage

Page 5: 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.

7-5

Media Strategies

Numerous factors are considered:

Timing of delivery

Competitor media usage

Media alternatives

Budget

Page 6: 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.

7-6

Target Market Media Strategies

ShotgunShotgun

Profile MatchProfile Match

RifleRifle

Page 7: 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.

7-7

Balancing Strategic Variables

Reach How many?

Frequency How often?

Continuity How long?

How flexible is the plan? Can it be altered?

Page 8: 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.

7-8

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

Page 9: 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.

7-9

Reach Formula

Reach = # households tuned in # households in area

= 50,000 250,000

= 20%

Page 10: 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.

7-10

Frequency

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

Page 11: 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.

7-11

Frequency Formula

Frequency = Total Exposures Reach

= 250,000 50,000

= 5.0

Page 12: 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.

7-12

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

Continuity

Page 13: 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.

7-13

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

Page 14: 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.

7-14

Impressions

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

Page 15: 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.

7-15

Impressions Formula

Impressions = Reach x Frequency

= 500 000 x 4

= 2 000 000

(Reach = the number of individuals or households)

Page 16: 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.

7-16

Media Coverage

National

Regional

Key Market

Selective

Identifying the number of markets where advertising will occur.

Page 17: 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.

7-17

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

Page 18: 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.

7-18

Scheduling OptionsEven Skip

Pulse Seasonal

Blitz Build-up

Page 19: 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.

7-19

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

Page 20: 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.

7-20

Budget Influence on Media Strategy

ReachFrequencyContinuityCoverageTiming

Media TypeMedia Mix

Primary andSecondary

Media

SelectiveMedia Usage

SmallBudget

LargeBudget

Page 21: 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.

7-21

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

Page 22: 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.

7-22

Media Execution

1. Media Scheduling and Budgeting (Blocking Chart)

2. Media Buying (Negotiation)

Page 23: 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.

7-23

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

Page 24: 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.

7-24

Factors Influencing Budgets

1. Customer Characteristics

2. Degree of Competition

3. Product Life Cycle

4. Management Attitude

Page 25: 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.

7-25

Budgeting Methods

1. Percentage of Sales

2. Fixed Sum per Unit Sold

3. Industry Average

4. Task

5. Share of Advertising / Share of Market