11 05 2012 Good Media is About time Connecting with the right person with the right message at the right Media Planners are the Financial Planner of Advertising Investor of the money Has to understand goals Many choices on where to invest Must measure return Media 1992 Television o ABC CBS NBC Fox Fox was new and became legit with Beverly Hills 90210 X Files and Party of Five CNN covers gulf war live ESPN adds MLB Magazines Radios o TV Guide Cable Guide Readers Digest o Hotwired first magazine website debut in 94 o CD s were taking over cassette tape and album sales Phones o Dial up provided by AOL Compuserve and Prodigy o Cell phones get smaller o Palm pilots debut o Yahoo debuts in 94 o Apple is dead Media Landscape Today Rachel Ray Media Brand o Syndicated TV o Cable TV o Magazine o Internet 3 sites o Facebook o Products o Person o Twitter ESPN o Cable TV 7 networks o Magazine o Internet o Mobile o Games o Facebook o Blogs o Bar Restaurant CNN o Cable TV 4 networks o Internet 4 sites o Mobile o Tablet o Radio o Facebook 5 pages o Blogs o Games 2012 Top Advertising Revenue Google Facebook Yahoo Microsoft AOL Paid Brand pays to leverage a channel Paid advertising partnerships television banners radio sponsorship media deals paid search display ads Role is to shift from foundation to a catalyst that feeds owned and creates earned media Benefits in demand immediacy scale control Challenges clutter declining response rates poor credibility STRANGERS Owned define channel a brand controls Websites mobile sites blog twitter account emails widgets apps Role is to build for long term relationships with existing potential Benefits Control cost efficiency longevity versatility niche social network pages retail customers and earn media audiences Challenges No guarantees company communication not trusted takes time to scale CUSTOMERS Earned When customers become the channel Facebook YouTube comments Twitter Flckr Google blogs forums email The role is to listen and respond earned media is often the rest of well executed and well coordinated owned and paid media Benefits Most credible key role in most sales transport and lives Challenges no control can be negative scale hard to measure FANS on Media 11 05 2012 Modern Family Season 1 Game changer Aired March 31st 3 days before the iPad came out There is a difference between product placement and branded entertainment Product placement just showing a product in a show Branded entertainment is about wrapping a whole show around the brand o o This episode was not paid for by Apple so technically it wasn t branded entertainment o If Apple had been paying for this they would ve been trying to build an expectation up Showing the candles on the cake blowing out on the iPad showed a good feature of the product 11 05 2012 Media Planning Research and client category Create media objectives and strategies Develop media plan Execute media plan Maintain optimize and modify Evaluate and measure Media Roles Planning Strategist o Organized by client Director Manager Associate Buyer Implementer o Usually organized by medium Supervisor Buyer Assistant Support o Research o Media Financials o Traffic Traits of a Good Media Planner Curious Strategic Leverages data Understands the brand and the consumer See the big picture and understands how to make it happen Organized Analytical Strong negotiator Understands the media Good communicator Comfortable with conflict Detail oriented Likes free stuff How Do I Plan Media With All These Choices Start with strong media objectives and strategies Creating Objectives and Strategies Marketing Objective o A measurable goal of what the client wants to accomplish o Used by all areas of advertising packaging pricing promotion and placement etc Advertising Objective o What you hope to accomplish with all areas of your advertising Creative Brief AND Media Objectives o Guides the development of your creative materials o A measurable goal of what the media is to accomplish Sample Media Objectives Jewish Hospital Mobil Mammography Unit o Goal is to get mobile units to reach 80 patient capacity in 2012 through increased awareness CNBC o Goal is to build viewership for new post market business programs and earn a 5 rating Drees Custom Homes o Drive qualified leads to sell two homes per year Goals should be Meaningful Measurable Relate back to marketing objectives Media Strategies How will you accomplish the Objective Who When o The detailed description of target audience you want to receive your message that corresponds with creative brief but usually more specific and quantified o Time of year day of week time of day o Based on product usage competitive environment and media costs Where o Geography of media National vs Local o What regions are important o Based on Brand developed index category developed index sales store locations target audience o What types of media you can consider o Based on creative availability tone past results client What prejudice How strategy o How much including budget reach frequency goals and Tools of the Trade Client and Primary research Secondary research o MRI Simmons Scarborough The Media Audit Media Currency o Nielsen Arbitron MRI ComScore Case Histories and Experience Media Partners How Do I Pick Media In the digital age it s about video audio text Pitfalls Picking media before your objectives and strategies are set Not basing your objectives and strategies on strong research and Creating objectives and strategies that are too broad to help you insights make good choices Not being creative enough to think beyond the traditional Media Math Impression Great Media Equator Cost Per Thousand o The number of people exposed to your ad traditional o The number of times an ad is shown or displayed online o Includes duplication o The cost to purchase 1 000 impressions o Allows planners to compare costs delivery across different media markets o Cost impressions 1 000 11 05 2012 Sales Promotion brand value The use of incentive techniques to create a perception of greater Consumer Market Sales Promotion Induce household consumers to buy a brand Trade Market Sales Promotion Motivate distributors wholesales retailers to stock brand Business Market Sales Promotion Cultivate buyers in large corporations who make purchase Sales Promotion Techniques decisions Coupons Price Off Deals Rebates Premiums Sweepstakes Contests Sampling Point of Purchase Displays Brand Placements Frequency Programs Gift Cards Objectives for