Media The Marketing of Messages Buildi ng Media Plan The Building The Media Plan Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost Building The Media Plan The Media Plan is The Media Plan is a blueprint for future action organizing a brand s advertising into media objectives and strategies that are Goal Oriented Goal Oriented increase increase sales share sales share Make Make sense sense effective efficient effective efficient Manageable Manageable can can be be executed executed flexible flexible developed developed before before the the buy buy Building The Media Plan Media Objectives WHAT hopes your Media Plan to achieve Media Strategies HOW the Media Objective will be implemented Building The Media Plan Evaluation Analysis Planning Media Objectives Media Strategies The Media Buy Post Buy Analysis Building The Media Plan Evaluation Analysis Seasonality Seasonality Brand Brand History History Budget Budget Purchase Purchase Cycle Cycle Prime Prime Prospect Prospect Geography Geography Competition Competition Promotional Promotional Activity Activity Building The Media Plan Evaluation Analysis Problems Opportunities Similar to Situation Analysis The Media Plan Becomes foundation for Building The Media Plan Planning Media Objectives Target Audience Seasonality Geography Reach Frequency Building The Media Plan Planning Media Objectives Target Audience Profile Demographics Product Usage Heavy Med Light Media Usage PMN Personal Personal Media Network Network Media Media Consumption Consumption Core Core Audience Audience Aperture Aperture Building The Media Plan Planning Media Objectives Seasonality Seasonal sales Media Efficiency Competitive media presence Promotions Scheduled Building The Media Plan Planning Media Objectives Geographic Considerations Distribution National Regional Local Budget National Regional Local Competition Offensive or Defensive Strategy Building The Media Plan Planning Media Objectives Reach and Frequency Consumer Motivation Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness Memorability Commercial Length Time of Day Attention Competition Building The Media Plan Planning Media Strategies Nature of Media Message Media Strength Weakness Media Efficiencies CPM Eliminate Media that don t fit Brand Consider Selling Environments National vs Local Spending Scheduling Strategies Synergy between Media Ad Building The Media Plan Planning Media Strategies Media Efficiencies CPM CPM Cost Per Thousand the universal form of comparing the efficiency of different media The following is a comparison of cost efficiency for reaching Women 18 49 Building The Media Plan CPM Women 18 49 Network Radio 30 2 81 Day Network 30 5 35 Cable TV 30 6 05 Print 4 color page 7 67 AM Network 30 11 14 Late Night 30 12 22 Syndication 30 13 29 Evening News 30 17 80 Prime Network 30 18 31 Building The Media Plan Planning Media Strategies Scheduling Strategies Four Types of Ad Schedules Building The Media Plan The Media Buy Implementation The Media Buy Implementation Buying a separate function Involves Involves Involves Involves tough minded tough minded negotiating negotiating long term long term relationships relationships Media Buying Services Growing Growing field field specialists specialists Part Part of of unbundling unbundling Building The Media Plan Post Buy Analysis Measure actual performance Media guarantees Involves large amounts of If below guarantee media must provide a make good And if you do a good job Building The Media Plan You Get to Do It Again Next Year
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