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