creating the media_plan
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Creating the Media Plan
UCLA Extension
Media Planning & Analysis
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Media’s Goal
• Find the most qualified prospects for a product– At a time and place where they are most likely to be receptive to the
message
• Determine vehicles that offer the best opportunity to effectively and efficiently influence key prospects – When, where and how often
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Media Plan Process
ConsumerBusiness Plan Review
Lessons Learned from Previous Years
Where they Spend? Category Spending Report
How they Spend? Strategy ObservationsShare of Voice Analysis
Where Are They? Retail location mapping
Who Shops? MRI; ACNielsen study
Who Are They? MRI Analysis Where Do they Live? BDI/CDI Mapping
Ramp Up
Kick Off
Media Strategy Statementis Agreed Upon by all vested
Plan Development
Competitors
Customer
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You might be thinking…
• “It sounds so easy… Maybe I’ll be home to watch Dancing with the Stars?”
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Media Alternatives are Infinite
• 1,400 TV Stations in 211 markets (DMA’s)
• 2500 consumer magazines
• 4,800 trade magazines
• 10,000 Radio Stations in 240 markets (MSA’s)
• 1,700 daily newspapers
• Cable—hundreds of channels even on the more basic systems
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• Emerging Media is exploding, nothing is off-limits:– On Line
– Talking Taxis
– Cell phone/text messaging
– Schools
– Video Game/ Placement
– Elevators
– Ski lifts
– Cinema
– Beach imprints in the sand
– Supermarket floors
– Golf holes
– Restrooms
– Laser projection
– Product placement
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Where Do We Start?
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IMPLEMENTATION
STRATEGYBRIEFING &ANALYSIS THE
MEDIAPROCESS
STRATEGYPostEvalu-ation
Execu-tion
MediaNegotiation/Buying
TacticalMediaPlans
MediaStrat-egies
MediaObjec-tive
Competi-tiveAnalysis
BrandBriefing
The Process Overview
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The Planning Process
• Marketing Briefing
• Competitive Analysis
• Develop Objectives and Strategies
• Develop Media Plan Options– Evaluate various strategic approaches
– Evaluate Plans vs. Goals
– Identify Recommended Plan
– Present Plans!
• Implementation & Stewardship
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Elements of Media Planning
– Define the Marketing Challenge
– Translate into actionable Strategies & Tactics
– Devise a Media Solution
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What Media is...
– A specialized sub-discipline of marketing
– “Investment Counselors” to appropriately align
client spending to address marketing objective
– Helps assure efficient investment of advertising
dollars
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What Media is Not...
– “Results by formula” disciple
– An isolated endeavor
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What Media Cannot Do...
– Provide a precise solution
– Directly solve marketing problems
– Unilaterally, assure effective consumer
communication
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Media Planners are...
– Positioned as “Investment Counselors”
• Recommend strategic solutions relevant to the marketing
situation
• Implement within context of quality (environment) and
quantity (cost-efficiency)
• Stewardship of media investment
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So…How do We Create a Plan?
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Creating the Media Plan
• Definition
– Road map the sales message travels
seeking out potential consumers
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Creating the Media Plan
• Mission
– Create cost-effective plans to fulfill the media objective
through development of strategies and tactics
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Creating the Media Plan
• Elements of the Plan– Marketing Objective
– Media Objective
– Media Strategies/Tactics – Rationale
– Flowchart
– Reach & Frequency Deliveries
– Budget Summary
– Plan Summary
– Appendix
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Step by Step
1. Define the Marketing Challenge
2. Translate into actionable Strategies & Tactics
3. Devise a media solution
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Step 1...
MARKETINGMARKETINGOBJECTIVEOBJECTIVE
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Defining the Marketing Challenge
• What is the Product?
• How is the brand viewed in the marketplace?
• How is the product consumed?
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MARKETINGMARKETINGOBJECTIVEOBJECTIVE
Increase Sales/Market Share
Step 1...
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MARKETINGMARKETINGOBJECTIVEOBJECTIVE
Combat Competition/Prevent Erosion
Increase Sales/Market Share
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MARKETINGMARKETINGOBJECTIVEOBJECTIVE
Launch New Product
Combat Competition/Prevent Erosion
Increase Sales/Market Share
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Objectives & StrategiesPutting The Pieces TogetherHow the plan will help realize the Marketing Objectives
• Who? Target Audience
• Where? Geography
• When? Seasonality, Scheduling
• How Much? Budget
• How Many? CommunicationHow Often? Goals
• Creative? How the message is
being delivered
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MEDIAOBJECTIVE
MEDIAOBJECTIVE
WhatDirect advertisingtowards…in order to…
Step 2...
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Actionable Media Objective
• Translating marketing and advertising goals into media goals
• Want to be able to measure results– % of target reached
– Awareness
– Sales
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MEDIASTRATEGIES
MEDIASTRATEGIES
HOW MUCH
WHO
WHERE
WHEN
HOW
HOW MANY
Step 2A...
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MEDIASTRATEGIES
MEDIASTRATEGIES
HOW MUCHBudget
WHOTarget Audience WHERE
Geography
WHENTiming /
Seasonality
HOWCreative
ConsiderationsHOW MANYCommunication
Goals
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Who: Target Audience
• Who does the brand most want to reach?
• Who’s buying the product and/or who’s using it?
• Traditionally determined by demographics (sex, age, ethnicity, income)
• BUT… Demographics alone can be misleading….
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• W25-49, HHI $75M+ • W25-49, HHI $75M+
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Who: Target Audience
• Need to incorporate:– Product consumption/usage
– Psychographics
• Behavioral characteristics
• Lifestyle and attitudes
• Where do we get this info?– Syndicated Research
• MRI, Simmons, Scarborough, etc.
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Where: Geography
• Where should the brand concentrate it’s message?– Is distribution National? And if so, can we afford to support 100%
of the country?
– On a market by market basis (or region by region), how do we look vs. population and the competition? (BDI vs. CDI)
• Do we want to protect our franchise and spend to business (high BDI) or spend to where there is potential (High CDI but low BDI)?
– Is it consumed differently in different parts of the country
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When: Seasonality
• Sales Patterns
• Seasonal product
• New Product launch
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When: Scheduling
• Continuity vs. Pulsing vs. Flighting – Or a combination of the three
– Over long run, delivery will be the same
– Short term, audience accumulation can vary dramatically
200TRPs
200TRPs
200TRPs
300 TRPs 300 TRPs
50 TRPs for 12 weeks
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How Many, How Often: Communication Goals
• Most typically defined in terms of:– Reach
– Frequency
– Continuity (# Weeks)
• Goals and minimums should be established on the basis of:– Experience/Corporate Guidelines
– Brand Awareness/ purchase intent
– Competitive landscape
– Sales/purchase behavior
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How Many, How Often: Communication Goals
• Reach x Frequency = GRPS– Reach = Percentage of target individuals exposed to a media schedule
– Frequency = Average # of times an individual is exposed to an
advertising message
– GRPs = sum of all rating (reach) points delivered by a media schedule
(TRPs=Target Rating Points)
• Goals or minimums should be established on the basis of judgment, historical benchmarks or modeling
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How Many, How Often: Communication Goals
• WHEN WOULD WE STRESS REACH?– If Brand wants to grow existing
consumer base
– If introducing product launch or
line extension
– If re-staging a product
– When dealing with a consumer
base that is constantly turning over
• WHEN WOULD WE STRESS FREQUENCY?– To maintain a Brand’s current
business in a cluttered category
– When the goal is to increase
consumption among current users
– Where a product has a short re-
purchase cycle
– Where a campaign requires
exposure to multiple creative
executions
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How Much: Budget
• Usually a range “given” based on – Modeling Scenarios
– Test Market Results
– Competitive Set Spending Levels
– Return On Investment (ROI)
analyses
• Need to maximize advertising investment regardless of size– Often small advertisers are willing
to take greater risks
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How Is Message Delivered: Creative
• COMMERCIAL LENGTH: Does Size Matter?– Not as much as you may think….and it depends on who you ask!
– Network :15’s 50% the cost of a :30
– Local :15’s 60%-70% the cost of a :30
Source: :60's :30's :15s :10sGallup/Robinson 125 100 80 60Burke 113 100 82ARS - 100 76Zenith 140 100 79 52CAB/Nielsen - 100 48
Unit Length
Commercial Recall by Length of Ad Unit (Index to :30s)
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Devising a Media Solution…Media Selection & Evaluation
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• How will we accomplish our strategies?• What is the media selection and why?• What are some specific tactics we’ll use?
That’s Step 3...which we’ll cover in weeks to come
Tactics & Rationale