basics of media planning
DESCRIPTION
Discussion at the Ukrainian National Academy of Public Administration in Kharkov, Dec. 2012.TRANSCRIPT
WHISPERING TO BE HEARD
The Basics of Media Planning
What is Media Planning?A traditional view
Traditionally…
Marketing strategy
Media planner /
buyer
Mass media vehicle
Consumer
Feedback
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Traditionally…
23
2319
7
8
1
19
Approximate Ad Expenditure in Major Media
(% of Total)NewspapersTVDirect responseRadioMagazinesOutdoorOther
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Now …
23
1718
6
7
17
1 10
Approximate Ad Expenditure in Major Media
(% of Total)NewspapersTVDirect responseRadioMagazinesSocialOutdoorOther
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media vehicles: newspapers
Pros: Exposure to adult audience with disposable
income (Somewhat) flexible format Convenience for the reader
Cons: High ad/content ratio Growing competition Falling circulation Rising ad costs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media vehicles: TV
Pros: Flexible format Cost efficient Offers prestige
Cons: Message is perishable Growing fragmentation of audience Ad clutter
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media vehicles: radio
Pros: Selective targeting Mobile Low production costs = market immediacy
Cons: Lack of visual impact Low average audience
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media vehicles: direct response
Pros: (Even more) selective targeting Instant feedback Accountability
Cons: Prospect database management problem Image problem Rising costs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media vehicles: magazines
Pros: Audience targeting Long “shelf life” Prestige Flexible format
Cons: Long production cycle Declining audience Rising costs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media vehicles: outdoor
Pros: Can reach most of the market Low cost per exposure
Cons: Image problem Low accountability Regulation
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Traditionally…
The purpose is to design the best plan for delivering ads to prospective purchasers of my product, service, or brand.
Which markets?
How many prospects?
Which medium / vehicles?
Reach and frequency of exposure?
Budget?
Components of a media planEffectiveness, efficiency, accountability
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Target audience
Narrowcast (mass customization) Demographic Psychographic Geographic Based on usage patterns
Take advantage of tracking capabilities From “captive audience” at live events to “captive
users” in computer-mediated transactions
Think messages not media
Can you combine advertising and selling?
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Outlook on competition
Best practices
Worst practices
Avoiding advertising clutter
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Communication / message requirements
Effectiveness of message delivery vs.
efficiency of audience delivery
Predispositions of the audience
Qualitative environment of the message
Synergistic effect
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Exposure requirements
Reach: the total audience covered by a
wave of advertising
Frequency: a number of times a prospect
is exposed to an advertisement during a
given period of time
Continuity: a length of time an ad runs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Budget
ReachFrequencyContinuity
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Impact of Convergence Mounting challenges to traditional view
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Mounting challenges:
Rising costs of exposure
Diversification of media
Fragmentation of
audience
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Impact of convergence
• Choice• Timeliness• Convenience• Quality• Control/interactivity
The convergenc
e is changing
the fundamental relationship
among media,
audiences and
advertisers:Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Advertising messages in convergent media…
… will be individualistic, personalized, intimate, playful, specific, interactive.
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Media Planning for Convergent Media Mounting challenges to traditional view
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
From marketing problem to media plan
Marketing problem
Marketing strategy
Media plan
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Marketing problem
What does the public thinks of the X initiative?
How to increase constituency satisfaction?
How to increase constituency engagement?
What are the priorities (share of mind) of the constituency?
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Marketing strategy
Monitor mentions Monitor conversations Monitor competitive mentions /
conversations Identification of prospects Positioning Engagement / feedback Placement
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Traditional audience metrics
Cost per thousand (CPM)
Circulation CPM
Market CPM
The goal is to keep waste exposure at a
minimum
ncirculatio
tad 1000cos
market
tad 1000cos
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Convergent media audience metrics
Click through rate Average time of exposure Repeat visitor rate Convergence rate
The goal is to keep waste exposure at a
minimum
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Social media audience metrics (socialytics)
Unique blog visitors (Google analytics) Followers, friends Likes, retweets Combined influence Social influence score (Klout, PeakYou, etc.) Convergence rate
The goal is to maximize conversation
leading to convergence
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Web Ad.vantagehttp://www.webadvantage.net/internet-marketing-services/online-media-buying-planning
Facebook Social Adshttp://www.facebook.com/advertising/
AppSavvyhttp://www.appssavvy.com/
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
The ingredients of Social Media Presence:
Blog
Profile on
Twitter account
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Q?
Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Twitter.com Linkedin.com
Alex Gorelik, Ph. D. | Tweet me: @Doc_G