The Marketing of MessagesBuildingBuilding The Media Plan:Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20& & The Marketing of MessagesThe Marketing of MessagesMediaMediaBuildingBuildingMedia Plan:Media Plan:TheTheBuilding The Media Plan: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.  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:Building The Media Plan: The Media Plan is…  a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed, flexible, developed before the buy. The Media Plan is…  a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed, flexible, developed before the buy.Building The Media Plan:Building The Media Plan: Media Objectives  WHAT your Media Plan hopes to achieve Media Strategies HOW the Media Objective will be implemented  Media Objectives  WHAT your Media Plan hopes to achieve Media Strategies HOW the Media Objective will be implementedBuilding The Media Plan:Building The Media Plan: Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis  Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy AnalysisBuilding The Media Plan:Building The Media Plan: Evaluation & Analysis  Seasonality Brand History  Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity Evaluation & Analysis  Seasonality Brand History  Budget Purchase Cycle Prime Prospect Geography Competition Promotional ActivityBuilding The Media Plan:Building The Media Plan: Evaluation & Analysis Evaluation & Analysis + Problems & Opportunities Similar to Situation Analysis  Becomes foundation for… + Problems & Opportunities Similar to Situation Analysis  Becomes foundation for…The Media PlanThe Media PlanBuilding The Media Plan:Building The Media Plan: Planning Media Objectives Planning Media Objectives Target Audience Seasonality Geography Reach & Frequency Target Audience Seasonality Geography Reach & FrequencyBuilding The Media Plan:Building The Media Plan: Planning Media Objectives Planning Media Objectives Target Audience Profile  Target Audience Profile  Demographics Product Usage (Heavy/Med/Light) Media Usage PMN - Personal Media Network Media Consumption Core Audience Aperture (Time/Place/Circumstance) Demographics Product Usage (Heavy/Med/Light) Media Usage PMN - Personal Media Network Media Consumption Core Audience Aperture (Time/Place/Circumstance)Building The Media Plan:Building The Media Plan: Planning Media Objectives Planning Media Objectives Seasonality  Seasonality  Seasonal sales Media Efficiency Competitive media presence Promotions Scheduled Seasonal sales Media Efficiency Competitive media presence Promotions ScheduledBuilding The Media Plan:Building The Media Plan: Planning Media Objectives Planning Media Objectives Geographic Considerations  Geographic Considerations  Distribution National/Regional/Local Budget National/Regional/Local Competition  Offensive or Defensive Strategy?  Sales by Market Distribution National/Regional/Local Budget National/Regional/Local Competition  Offensive or Defensive Strategy?  Sales by MarketBuilding The Media Plan:Building The Media Plan: Planning Media Objectives Planning Media Objectives Reach and Frequency  Reach and Frequency  Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length  Time of Day/Attention Competition Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length  Time of Day/Attention CompetitionBuilding The Media Plan:Building The Media Plan: Planning Media Strategies 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 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/AdBuilding The Media Plan:Building The Media Plan: Planning Media Strategies Planning Media Strategies Media Efficiencies - CPM  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 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 18-49Building The Media Plan:Building The Media Plan: CPM - Women 18-49  CPM - Women 18-49 Network Radio :30 2.81Day Network:30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication:30 13.29Evening News :30 17.80Prime Network :30 18.31Network Radio :30 2.81Day Network:30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication:30 13.29Evening News :30 17.80Prime Network :30 18.31Building The Media Plan:Building The Media Plan: Planning Media Strategies Planning Media Strategies Scheduling Strategies  Scheduling Strategies  Four Types of Ad Schedules: Four Types of Ad Schedules:Building The Media Plan:Building The Media Plan: