Media Planning - A plan of action to communicate a message to the right people at the right time and the right frequency - The goal of a media plan is to be efficient; gain maximum exposure at minimum cost - Decisions made by the creative team about message strategy will influence media strategy - There should be good communication between creative and media team - A good media plan has to move the business forward - Good media plan = unique, disruptive, simplistic, makes people jealous - Must be measurable (sales, brand awareness etc.) - Repetition must be interesting and not boring Media planning model - Marketing background - Marketing plan o Other IMC plans (direct response, digital/interactive, sales promotion, public relations, experiential, personal selling) - Advertising problem - Advertising plan o Creative plan o Media plan (a document that outlines the relevant details about how a client’s budget will be spent) Media objectives Media strategy Media execution Note: IMC plan influences ad, media and creative plans Note: IMC stems from overall marketing background and marketing plan The media brief (How to reach consumers) - Market profile - Competitor strategy - Target market profile - Media objectives media strategy media execution (=media plan) - Media budget Media objectives
- Who is the target market - What is the message - Where are the priorities - When is the best time to advertise - How many, often, long Media strategy - A plan for achieving media objectives to reach the target audience as effectively and efficiently as possible - Limited financial resources and demands for accountability - Rationalize why certain media were selected - Should address: o How often to advertise o How long to advertise o Where to advertise (and geographic market priorities) o What media to use - Nature of the message (synergistic with creative plans) - Reach, frequency, continuity ( determines accountability) Geographic market - National - Regional o Category development index (CDI) o Brand development index (BDI) - Key market coverage Reach : the number of people potentially exposed to a message in one week Frequency : the average number of times a person is exposed to a message in a week Continuity : the length of time required to generate impact on a target market Gross impressions = reach x frequency x continuity Gross rating points = reach x frequency Note: impressions may be different based off different objectives of media plan Media execution - Translating media strategies into specific media action plans - Look at cost efficiencies - Develop a schedule - Allocate budget Media selection - General type of media (ex. Traditional, mass) - Select class of media within the type (ex. Print) - Select the particular medium (ex. Newspaper, magazine) Note: Cost per thousand (impressions) (CPM) is a determining factor - Less money for higher impressions Lecture #11 Media schedule and budget allocation - Develop media calendar
- Assign estimated costs to all activities - Blocking chart : shows allocation of a brand’s media budget according to time of year and type of medium Media buying - Negotiate final prices - Replace any media that has become unavailable - Seek favorable rates and positions to maximize efficiency and achieve objectives -
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