Strategic PlanningWhat you see in the ads, you can’t see all of the strategic planning that was behind itMarkets constantly changingPlanning never stopsMedia PlanningTrends and planningStrategySchedulingTacticsMediaMedia means how are we going to get our message out to the target market1. Planning/ResearchSelect media typesknow what media your target market usesBuilding-block strategyyou don’t have unlimited money, so you first want to buy and select media to deliver your primary target market, then pick some media to deliver your second most market with extra money, etc.Prioritize your spending2. BuyingSelect/negotiate specific placementsGo out and buy time/space/bundle of bannersMonitorSpend time monitoring the media to see their ads did appearKey dimensions of media planningMedia planning is tough to do wellYou must juggle 4 different thingsBudgetThis is the biggest, you have to decide how to spend itContinuityThe duration of the campaign (1 week or 6 months)FrequencyThe average number of times ads are seen by a member of the target marketReachHow many people see the ads in target marketBut this is complicatedReach is a quantity—how many people in the target market saw the adsFirst way media planners think about reach is in term of:ImpressionsHow many people in the target market saw the ads (duplicates or not), so you count every exposure, so not how many people but how many exposuresThe measure of the effort being put into putting the messages outGross rating points (GRPs)A percentage, not a count like impressionsIt says what percentage of the total market saw the ads have to juggle reach, frequency, continuity and budgetThe more you spend on one, the less you have for the otherTrade-offs: reachThere are ways that they make these decisions, it depends on each campaignNetwork TV is good at delivering reach (lessens with newspapers then magazines)Trade-offs: frequencyCertain media delivers frequency much better than othersRadio is the bestBut the more money you put into delivering frequency with radio, less for reachChoosing frequency levelAudience motivationPurchase decisionIf trying to encourage impulse purchase, you don’t need frequencyBut on purchases such as cars and computers, typically need higher levels of frequencyMessage complexityIf it’s a simple product, low levels of frequency are fineAdvertising effectivenessHigh creative campaign will need high frequencyTime of dayHas to do with how much attention people in your target market are devoting to that mediumCompetitive pressureHow much advertising are competitors doing, if a lot then high frequency neededDetermining continuityHow long should campaign run? When should it start and end?All depends on the kind of product and target marketWhen the decision is made compared to when the purchase is madeEx: campaign to entice people to ski in Utah during winter (variety in how far in advance people chose Utah, for some there were less than 2 weeks between making the decision and traveling—the expcetion—most made it 3 to 4 months in advance), so they saw when people would travel the most and how far prior they made the decisionSo they ran campaign starting in summer all the way through Thanksgiving, it fit the kind of product (Utah skiing) and the kind of buying decisionSchedulingHow many exposures per week on average do you want?3 kinds of patterns scheduling frequencySteady patternSame frequency throughout the whole campaignPulsing patternAlternates week of higher levels of frequency vs. weeks of lower levels of frequencyThey want to gain higher impact without spending more, the hope is the awareness built during peaks carry over in periods of low activity and ultimately yields higher level of awarenessFlighting patternMore extreme than pulsing but otherwise the sameSuper high frequency then none at allBest trade off?Trade offs are important to understand in terms of media planningHow much reach vs. frequency vs. continuityKnowing there is not an unlimited amount of moneyEx: Chewing gumYou would want to emphasize reach and continuity. Why not frequency?Because gum is simpleEx: labor day luxury-car saleYou will pour money into frequencyThen reach and continuityReach isn’t important b/c luxury car, not that many have the financial ability to do this so you are reaching small targetContinuity—it isn’t all year its 5 daysYou want to hammer on thisEx: top of the line jewelry collectionContinuity and frequency are the big ones hereThis jewelry can be given any time of the yearCost effectivenessGross rating point (GRP) = % of the marketLets you compareKEY POINTSMedia planningMedia planning is a juggling actBetween reach, continuity, frequency, and budgetFirst choose kind; then choose specific oneThe best media plans are doing with creativityDigital revolution is remapping possibilitiesADPR 3100 1st Edition Lecture 10 Outline of Last Lecture I. Strategic Planninga. Brands and Planning b. Key Considerationsc. Key parts Outline of Current Lecture II. Media Planninga. Trends and Planningb. Strategyc. Scheduling d. TacticsCurrent Lecture Strategic Planning - What you see in the ads, you can’t see all of the strategic planning that was behind it- Markets constantly changing - Planning never stops Media Planning-Trends and planning-Strategy -Scheduling -Tactics Media- Media means how are we going to get our message out to the target market- 1. Planning/Researcho Select media types  know what media your target market useso Building-block strategy  you don’t have unlimited money, so you first want to buy and select media to deliver your primary target market, then pick some media todeliver your second most market with extra money, etc.  Prioritize your spending These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- 2. Buyingo Select/negotiate specific placements  Go out and buy time/space/bundle of banners o Monitor  Spend time monitoring the media to see their ads did appear  Key dimensions of media planning - Media planning is tough to do well - You must juggle 4 different thingso Budget  This is the biggest, you have to decide how to spend it o Continuity  The duration of the campaign (1 week or 6 months) o Frequency  The average number of times ads are seen by a member of the target market o Reach  How many people see the ads in target