Advertising Principles and Practices Media Planning and Buying The Media Planning Side The Media Planning Side of Advertising of Advertising Advertising budgets are shifting away from traditional media newspapers TV radio to online and alternative media Media planning and buying have become more creative due to media fragmentation and the explosion of new media Media is used in advertising public relations sales promotion and integrated marketing communications IMC Prentice Hall 2009 11 2 Key Players Key Players Traditionally advertising agencies develop media plans Lately media buying companies have assumed planning roles companies Agencies have spun off media function as separate Some media planning is done by companies in house Specialized new media agencies have emerged Prentice Hall 2009 11 3 Media Research Media Research Information Sources Information Sources Client Information About customers past efforts sales budget Market Research About markets and product categories supplied by companies MRI Scarborough Mendelsohn Competitive Advertising Share of voice is a percentage of total advertising spending by one brand in a product category Media Usage Profiles The size and makeup of various media audiences Supplied by companies Nielsen Arbitron ABC Simmons Media Coverage Area Consumer Information Designated Marketing Area DMA is used in TV media Used to locate target audiences within media markets Prentice Hall 2009 11 4 The Central Role of Media The Central Role of Media Research Research Prentice Hall 2009 11 5 The Media Plan The Media Plan Media Plan a written document summarizing the objectives and strategies pertinent for placing a company s brand messages Goal finding the most efficient and effective ways to deliver messages to a targeted audience Prentice Hall 2009 11 6 Key Media Planning Decisions Key Media Planning Decisions Target Audience and Media Use Match the advertiser s target with a particular medium s audience The Aperture Concept Aperture when consumers are most receptive to a brand message The goal is to reach the right people at the right time with the right message Principle Advertising is most effective when it reaches the right people at the right time and place with the right message Prentice Hall 2009 11 7 Key Media Planning Decisions Key Media Planning Decisions Principle Reach is the first place to start in setting objectives for a media plan Prentice Hall 2009 11 8 Key Media Planning Decisions Key Media Planning Decisions Media Mix Selection Multiplying Media Strengths GRPs and TRPs Cross Media Integration Media chosen based on plan objectives and media strengths Various media work together to create coherent brand communication synergy between different media messages Image Transfer how radio reinforces TV messages Prentice Hall 2009 11 9 Calculating GRPs Calculating GRPs GRPs Gross Rating Points Reach times frequency One point 1 Table 11 1 A Calculating GRPs Plan A R 35 F 6 9 Program HH Rating Insertions GRPs Survivor Lost American Idol 24 Survivor Desperate Housewives Boston Legal Monday Night Football 6 7 9 4 6 7 5 4 8 8 8 8 8 8 8 8 Total Total 48 56 72 32 208 48 56 40 3 176 Table 11 1 B Calculating GRPs Plan B R 55 F 3 2 Program HH Rating Insertions GRPs Prentice Hall 2009 11 10 Calculating TRPs Calculating TRPs TRPs Targeted Rating Points Percentage or points of who is really in the audience Table 11 2 Calculating Targeted GRPs Plan A Program HH Rating Targeted Rating Insertions GRPs Survivor Lost American Idol 24 6 7 9 4 3 3 1 3 8 8 8 8 Total 24 24 8 24 80 Prentice Hall 2009 11 11 Media Strategy Tools Media Strategy Tools and Techniques and Techniques Media Strategy The way media planners determine the most cost effective media mix to reach the target audience and satisfy the media objectives Includes decisions focusing on who target audience what the media used when time frame how long duration and how big size Prentice Hall 2009 11 12 Delivering on Objectives Delivering on Objectives Plans may emphasize reach or frequency High reach strategy Used to deliver reminders for well known products Used to launch a new easy to understand product Low frequency strategy High frequency strategy Used with and Used with products that require Used to build about a new product or event Used to counter or build Principle The tighter the focus on a the easier it is to find appropriate media to deliver a relevant message Prentice Hall 2009 11 13 Delivering on the Delivering on the Targeting Strategy Targeting Strategy The goal is to match consumer insights with media Media Use information Geographical Strategies Heavy up in DMAs where the product is available or projected sales are higher Category Development Index CDI determines rates of consumption for a product category Grits in south grits nationally Brand Development index BDI is determines the strength of the brand in geographical areas General Mills Grits in south all brands in south Principle The CDI tells you where the category is strong and weak and the BDI tells you where your brand is strong and weak Prentice Hall 2009 11 14 Delivering on the Media Delivering on the Media Mix Strategy Mix Strategy Media Weighting How much to budget in each DMA or region and for each target group Used with seasonality geography audience segments or level of brand development by DMA Size Length and Position Based on advertising objectives A technical informational ad may require more time or space while a reminder add will require less Media Optimization Modeling A computer technique that enables marketers to determine the relative impact of a media mix on product sales and optimize efficiency Prentice Hall 2009 11 15 know everything know everything Scheduling Strategies Scheduling Strategies Timing strategies When to advertise Lead Time time between thinking about purchase and purchasing also refers to production time to get an ad in a medium Duration How long Advertisers can t afford to cover the entire year If the period is too short the message may not have sufficient impact If the period is too long the ads may suffer from wearout Continuity How often How advertising is spread out over the length of the Continuous strategy spreads ads evenly over campaign campaign period Prentice Hall 2009 11 16 Scheduling Strategies Scheduling Strategies Flighting strategy advertising hiatus Pulsing strategy Alternating periods of intense advertising activity bursts and no Hope there is a carry over effect remember the