DEVELOP A MEDIA PLANBSBADV507B

OBJECTIVES

• Discover how to define media requirements

• Know how to select media vehicles

• Learn how to determine the media schedule

• Find out how to produce a media plan

• Gain the essential skills and knowledge required for this unit

DEFINE MEDIA REQUIREMENTS

1.1 Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences

WHAT IS A MEDIA PLAN

• A media plan is usually a task performed by a media agency that

requires a planner to determine what the best mix of media is to

achieve the objectives of a marketing campaign.

• Many companies now prefer to use their internal resources to

develop media plans.

ADVERTISING BRIEF

An advertising brief is a document used in business to document the

understanding between a client and its advertising agency (if it uses

one) on:

• Objectives of an advertising campaign

• Identification of the target audience

• Strategies used to reach the audience

• Timeframe of the campaign; and

• Its estimated costs.

ELEMENTS TO ADDRESS IN ADVERTISING BRIEF

• Be clear on the media that is targeted

• Whether the advertising campaign is going to be developed by an

agency or not. 

• Who the target audience is.

• What the target audience should consider the message to be and

what the audience should do as a result of the message.

• The focal point of the media campaign must be substantiated.

• Details, Details and more details

TARGET AUDIENCE

• It is important to make sure that your knowledge of your target

audience is clear.

• This means that you must make sure that you are aware of the

characteristics of the target audience.

TARGET AUDIENCE

• The characteristics of the target audience is termed the

Consumer Profile

• The Consumer Profile of the Audience, is made up of:

• Behaviouristic Information

• Demographic Information

• Psychographic information; and

• Geographical information.

TARGET AUDIENCE CHARACTERISTICS MAY INCLUDE

• Analysis of current customers

• Attitudes

• Cultural factors

• Demographics

• Existing product usage

• Geographic’s

• Lifestyle

• Psychographics

• Social factors

• Values

CONSUMER PROFILE

• A Consumer Profile is the essential detail of the

consumers who impact on the trends and patterns

of sales which determine how an organisation is

performing.

• Knowledge of the consumer profile will assist you in

determining what media mix is used to reach all of

the consumers and therefore be a part of your

ongoing success.

• Profiling your consumers will assist you in

identifying where there are opportunities to sell

more product; will let you know who your

consumers are, their characteristics and social

values.

CONSUMER PROFILE MAY INCLUDE

• Traits and segments

• Traits include packaging, pricing and how products will be

communicated to the segments

MARKET SEGMENTS INCLUDE:

• Behaviouristic

• Demographic

• Geographic

• Psychographic

BEHAVIOURAL SEGMENTATION

• Based on how a customer behaves in relation to a product and may include:

• Benefits sought by the buyer• Loyalty status• Readiness to buy stage• User status

GEOGRAPHIC SEGMENTATION

• Information is collected based on areas, such as states,

suburbs, cities, neighbours and regions and may include:

• Census Collector District (CCD)

• Census information

DEMOGRAPHIC SEGMENTATION

• Is concerned with the measurement of the

market and breaking the segments of the market.

• Demographics are very popular and it is widely used.

• The advantages of collecting demographic information

are that:

o Consumer wants, needs and usage often vary closely with demographic variables,

o The variables are easier to break down according to segments.

DEMOGRAPHIC SEGMENTATION

• Age

• Education

• Gender

• Income

• Marital status

• Number of children

• Nationality

• Occupation

• Statistical descriptions

PSYCHOGRAPHIC SEGMENTATION

• Psychographics are the attitudinal traits

people demonstrate which will have an

impact on their buying behaviour.

• The lifestyle of the consumer and can include

Activities, Interests and Opinions

NOTE

Combinations of geographic, demographic and

psychographic information often including data on media

consumption and retail outlet usage is overlaid

MEDIA AUDIENCES

Steps ExamplePlace message in appropriate medium

What mediums will appeal to each profile?

Represent the media audience within media

Make sure that the people used in the medium reflect the image (idealised image) of the target audience. Your audience will usually be attracted to mediums that they can relate to and this can mean people.

Include objects and activities enjoyed by each profile

Make sure that you choose activities that will appeal to the target audience because they will ignore something that they are not interested in

Include topics and subjects that will appeal to each profile

Make sure that the topic in your message appeals to the target audience. For example, if your target audience is teenagers. You are selling cars. Appeal to a teenager by emphasising that the car can be changed to appeal to their individual needs and that the car sends a message to their friends and work associates.

Use themes or background music appropriate for the genre of each profile

Choose music and fashion that the target audience can identify with.

Think of the comfort of each audience which they can relate to

Each target audience is comfortable in specific environments. For example, a teenager will usually not feel comfortable in a meeting room, whereas an adult who works in an office environment will.

Make sure that you address the correct attitudes appropriate for each profile

As people will ignore what they are not interested in, so too will people be attracted to an image of something that appeals to them.

Make sure that you appeal to the desires of each profile.

Choose an image that will appeal to the target audience

MEDIA AUDIENCES

Steps ExampleUse themes or background music appropriate

for the genre of each profileChoose music and fashion that the target audience can identify with.

Think of the comfort of each audience which they can relate to

Each target audience is comfortable in specific environments. For example, a teenager will usually not feel comfortable in a meeting room, whereas an adult who works in an office environment will.

Make sure that you address the correct attitudes appropriate for each profile

As people will ignore what they are not interested in, so too will people be attracted to an image of something that appeals to them.

Make sure that you appeal to the desires of each profile.

Choose an image that will appeal to the target audience

DEFINE MEDIA REQUIREMENTS

1.2 Analyse product market factors to determine the reach and frequency requirements of advertising media selected

THE SEVEN P’S

• Product

• Pricing

• Promotion

• Place

• Packaging

• Positioning

• People

PRODUCT MARKET FACTORS INCLUDE:

Whether a product or service

• Is convenient,

• Is differentiated

• Is undifferentiated

• Is established

• Is frequently or infrequently

purchased

• Is highly competitive

• Is new

PRODUCT MARKET FACTORS INCLUDE:

• High or low level of audience involvement including the

four levels:

• High involvement/rational

• Low involvement/rational

• High involvement/emotional

• Low involvement/emotional

• The message characteristics are usually varied for each

level.

REACH AND FREQUENCY DEFINED

• Market reach is the number of consumers

that it is possible to reach through a

promotional campaign or advertising medium.

• When you consider reach you should consider

how many people will be exposed to a

message.

REACH AND FREQUENCY DEFINED

• Frequency is the number of times the

consumers will be exposed to the message.

• The type of medium that you use will impact

on the frequency and reach of your

consumers.

DEFINE MEDIA REQUIREMENTS

1.3 Analyse the creative requirements of the advertising message and determine the media implications

A CREATIVE BRIEF

• A creative brief can be utilised to create and promote original

ideas and can assist you on inspecting the strategic integrity of

ideas against the creative outlined in the client brief.

• The creative process begins with the creative brief

THE AIM OF THE CREATIVE BRIEF IS TO:

• Provide your team with background information about the client,

the brand, product or service, the target market and the audience.

• Provide the aims and objectives of the advertising campaign and

identifies the point of focus for the advertising message; and

• Provides a communication of what the client and your employer

understand and agree upon.

A CREATIVE PLAN NEEDS TO BE BUILT FROM:

• The Opening

• Give a focus point

• Statement of intent

• Briefs requirements

THE CREATIVE REQUIREMENTS MAY INCLUDE:

• Action

• Cluttered or uncluttered medium

• Colour

• Perception of the colour

• Physical form and Electronic form

• Fast production time

• Intrusive medium

• Local, national or international medium

• Words only

THE CREATIVE REQUIREMENTS MAY INCLUDE:

• Longer and more profitable space requirements

• Longer and more profitable time requirements

• Paper stock, costs and printing requirements

• Pictures or illustrations

• Prestigious medium

• Production technique costs

• Response forms

• Sound

DEFINE MEDIA REQUIREMENTS

1.4 Identify media merchandising requirements from the advertising brief

MERCHANDISING REQUIREMENTS MAY INCLUDE:

Association with a particular media vehicle to give the

perception of safety and value

IN ANY MEDIA EVALUATION, YOU SHOULD:

• Determine the media that is most feasible

• Pick the main medium that you will use

• Decide on how the media will be used; and

• Determine if there are suitable supporting media that can assist

you in the effective accomplishment of the media objectives.

TYPES OF MEDIA VEHICLES INCLUDE:

• Broadcast media

• News Media

• Internet Advertising

• Narrowcasting

MERCHANDISING REQUIREMENTS MAY INCLUDE:

• Identification with a particular local community.

Local communities can be identified through the Australian Bureau

of Statistics (www.abs.gov.au).

• Number of required responses

• The number of customers who view the media (frequency and reach) that may be reflected in sales of the product.

• The feedback from the relationship that is built in narrowcasting and internet media; and

• The level of sales in specific targeted area to determine if the responses are sufficient.

DEFINE MEDIA REQUIREMENTS

1.5 Confirm the media budget and identify legal and voluntary constraints

WHEN ALLOCATING A BUDGET YOU NEED TO CONSIDER:

• The stage of the product life cycle the product is in. If the product

is a new product, then larger budgets are required to create brand

awareness and get customers to trial the product.

• When a brand has a higher market share, it will have a larger

customer base so that they will require less expenditure than new

products in the introduction of the product life cycle.

• To be heard, it is important that you advertise more heavily if you

have a lot of competitors. This clutter should be considered

carefully and the stage that you are in the product life cycle will

impact on the budget allocated to the product.

WHEN ALLOCATING A BUDGET YOU NEED TO CONSIDER:

• The number of times or frequency in which you advertise has a

direct impact on your media budget.

• If the product is advertised is a commodity, you will need to

establish a different image for the product and this may increase

the amount required to maintain the product and guarantee sales.

LEGAL AND VOLUNTARY CONSTRAINTS MAY INCLUDE:

• Codes of practice

• Ethical principles

• Legislation, including Occupational

Health and Safety

• Policies and guidelines

• Regulations

• Societal expectations

CODES OF PRACTICE

• Advertising Federation of Australia

• Australian Communications and Media Authority

• Australian Competition and Consumer Commission

• Australian Performing Rights Association

• Commercial Radio Australia

• Free TV Australia

ETHICAL PRINCIPLES

• Some of the areas that the code of ethics covers include:

• Advertising to children

• Community standards that are determined by the Advertising

Standards at the time; and

• Ensuring that advertising is not misleading or deceptive or

misrepresents the product/service that is being advertised.

OTHER RELATED CODES OF PRACTICE INCLUDE:

• Alcohol Beverages Code

• Therapeutic Goods Advertising Code

• Weight Management Industry Code of Practice

• ASTRA codes of practice

• Commercial Radio Code of Practice

• Commercial TV Code of Practice

SOCIETAL EXPECTATIONS:

• Cultural expectations and influences

• Social roles

• Stereotypes

• Institutional roles

• Media

SELECT MEDIA VEHICLES

2.1 Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account

MEDIA VEHICLE

• Include the process of choosing a cost-effective media, to achieve

the required coverage and number of exposures in a target

audience.

• Ensure that the vehicle achieves an optimised exposure to the

target audience.

• Only media vehicles that have been discussed with the client can

be used by the advertiser.

THE MEDIA VEHICLES INCLUDE:

Aerial Advertising

Bill boards

Cable and satellite

Direct mail

Direct response

Exhibitions and Trade Fairs

On line media vehicles

Point of sale

Radio

Sales literature

Sales promotion

Sponsorship

Newspapers

Television

Magazines

THESE VARIABLES MUST BE CONSIDERED WHEN YOU SELECT A MEDIA VEHICLE:

• Choose media vehicles in alignment with the target audience’s

media habits. Eg perhaps working women read magazines, while

housewives spend more time watching televisions.

• The message type will dictate the type of media used.

• The product should be suited to the media.

• That the media used ensures that the target audience is exposed

to the optimum level.

• Make sure that the media you choose is within the budget that you

are allocated.

SELECT MEDIA VEHICLES

2.2 Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

BY CORRECT MARKET RESEARCH, YOU SHOULD HAVE IDENTIFIED:

• Whether there is a demand for your product or service in the

markets.

• What the sales figures are for a specific product or service.

• Who the target audience is.

• What the target market thinks about the product or service.

• What the best distribution and marketing channels for the product

or service is.

• The amount that customers are prepared to pay for the product so

that your price can be competitive.

• The ways in which the media vehicles have the most reach.

WHEN YOU PRE-TEST ADVERTISING, REMEMBER THAT:

• Sales may arise out of past advertising.

• Sales can be affected by advertising, price changes,

improvements in product features etc.

• Communication objectives are not sufficient to

develop the effectiveness of advertising.

• Subjective or non-subjective in nature.

• An actual number of readers/viewers are required so

that the level of responses can be known.

• Sample size may be biased.

PRE-TESTING

• Can assist you in determining the costs of

mistakes that are made.

• Can assist in identifying new advertising

trends.

• Can determine the strengths, weaknesses

and effectiveness of the campaigns.

PRE-TESTING METHODS INCLUDE:

• The Advertising Concept Test

• Consumer Jury Test

• Order Of Merit Test

• Paired Comparison Test - Number of Comparisons : n

When n is the number of proposed advertisements

• Direct Mail Test

• Eye Movement Camera Test

• In-home projection

PRE-TESTING INCLUDES:

• Laboratory Test

• Galvanometer Test

• Pupilometer Test

• Techistoscope Test

• Telecast Test

• Theatre Test

• Trailer Test

• Trial Area Test

SELECT MEDIA VEHICLES

2.3 Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

MEDIA PLANNING

• Media Planning is an excellent tool to ensure that advertising is

not wasteful.

MEDIA REQUIREMENTS

• Number of target audience reached

• Required number of responses, including:

• Current customer base versus expected attrition and growth target

• Conversion factor for multi-step offers/campaigns

• Required cost per response

SELECT MEDIA VEHICLES

2.4 Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget

PERFORMANCE CAN BE MANAGED BY:

• Frequency

• Reach; and

• Creative

FREQUENCY

You need to:

• Determine whether the media plan can meet the goals set in your

media strategy.

• Recognise that frequency and reach are related to each other.

TO DETERMINE THE RELATIONSHIP OF FREQUENCY, REACH AND RATING POINTS,

• You can use the following formula:

R*F = GRP (Gross Rating Points).

A gross rating point is used to measure the size of

an audience reached by a specific media vehicle.

• If your plan delivers a 130 reach and a 5 frequency, the GRPs over

a four week period will be 650, or 130 per week.

THE BUYING CYCLE IS:

Learn

Shop

BuyGet

Use

THE OSTROW MODEL OF EFFECTIVE FREQUENCY

• The Ostrow Model of Effective Frequency is a decision model to

help media planner to determine the level of frequency a

customer requires for optimal exposure

• Ostrow developed this table on three different strategies for the

brands that will provide the best exposure for the type of product

• This model will assist you in setting goals.

FREQUENCY

• By concentrating on select audiences, even

low spending brands succeed.

• If you have a small budget, do not

concentrate of a broad target market –

change your objective and aim for smaller

audience with more frequency to be effective.

• For continuous interest in your

product/service advertise over a long period

within your defined budget.

• Compromise when you need to.

REACH

• Media planners set their goals based on reach.

• Reach is rarely set as 100% as it is not possible

because some people are not accessible as they

do not have access to media.

• Your communication goal should rely on the

level of reach you determine you have based on

the media that you will use.

TIMING

• To create the level of awareness

that you require, make sure that

one of the following exists include:

• Advertising taking place to support a

sales promotion

• To reinforce the awareness of the

product to its target market; and

• When the brand is faced with

competition.

CREATIVE

• For advertising to be effective, it must be creative. There is no

interpretation as to this aspect of advertising.

• However the CAN elements have three common features that

develop creative advertisements.

• These three elements are:

o Connectedness

o Appropriateness

o Novelty

CONNECTEDNESS

• Advertising must reflect empathy with the needs and

wants of the target audience to encourage them to

make a decision in regards to the choice of the

brand that they use.

• By relating to the advertising and brand they are

becoming connected to the advertisement.

• The audience is becoming motivated by the

advertising.

APPROPRIATENESS

• Connectedness should provide information to create an affinity

to the advertisement to motivate the target to purchase the

product or service.

• Appropriateness evaluates the level of creativity that the

advertisement has and its positioning to other brands.

• Positioning relates to the brands position as opposed to other

brands and aims to create the strengths and weaknesses to its

competitive.

• There should only be one singular message sent in the

advertisements.

NOVELTY

• Fresh, unique and advertisements that surprise

are called novel advertisements.

• The novelty aims to draw the attention of the

target market so they become engaged in the

information they receive about the product.

• The target market spends time trying to

understand the brand and it distinguishes itself

out of the clutter inherited in media.

CREATIVE ADVERTISING

• One of the main aims of advertisers is to make sure that the

message they convey to the target audience is retained and

remembered.

• Creative advertising aims to attract the attention of the customer.

• These creative ideas will provide you with a competitive

advantage which cannot be imitated by the competitor.

• To be successful, the creative idea must be related to the

customer’s characteristics and the products features.

SELECT MEDIA VEHICLES

2.5 Ensure selected media vehicles meet legal and ethical requirements

AUSTRALIA’S DO-NOT-CALL REGISTER FOR TELEMARKETING

• This register came into effect on 31 May, 2007.

• The legislation for this register is regulated by the Australian

Communications Media Authority.

• It is illegal for telemarketers to call Australian phone numbers

mainly for personal or domestic use and whose owners do not put

them on the do-not-call-register.

DETERMINE THE MEDIA SCHEDULE

3.1 Ensure the duration and timing of the media schedule meet the requirements of the advertising brief

A MEDIA PLAN

• demonstrates what media is going

to be advertised.

TIMING MAY INCLUDE:

• Continuous advertising throughout the year

• Pre-Launch advertising

• Pre-sale advertising

• Seasonal Advertising

CONTINUOUS ADVERTISING

• is advertising that is performed continuously and evenly

throughout the year.

Pre-launch advertising

• is important because it allows people to

know who you are, what you are doing and

why they should purchase your product or

service.

• If you cover these areas, you will let

people know about you.

• A press release or free publicity, direct

mail outs, distributing door to door and

sponsoring a local sports team is an

excellent way to let customers know that

you are there.

Pre-sale advertising

• is when advertising is performed before the

product has been produced. This allows the

media planner to know that the media

vehicles, advertising message is getting

through to the customer.

• leads to the generation of contacts, who

may become leads, which offer you an

opportunity to sell your product.

Seasonal advertising

• Advertising appearing during specific seasons

or purchased more during specific seasons

should be advertised more frequently during

the seasonal-months or when it is purchased

more often.

• Such products should conversely, be

purchased less frequently during slow months

when less of the product is purchased.

DETERMINE THE MEDIA SCHEDULE

3.2 Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief

MEDIA SCHEDULING REQUIREMENTS SHOULD ALIGN WITH YOUR ADVERTISING BRIEF.

• Messages and media need to be distributed to ensure that

consumers are given the most access to the messages and media.

WHEN YOU SCHEDULE YOUR MESSAGES IT IS IMPORTANT TO CONSIDER:

• The Nature of the Product

• The Nature of the Target Audience.

• Stage of Product Life Cycle

• Competitors scheduling

• Advertising Budget.

• Government Legislation

MAIN TYPES OF SCHEDULING

• Flighting

• Continuous

• Pulsing

FLIGHTING OPTION

• The flighting option arises when there are gaps in advertising.

• There will be periods when there is a lot of advertising and other

periods when there is no advertising at all.

FLIGHTING OPTION

• Companies usually adopt this strategy when companies are selling seasonally and usually sell seasonal and festival related products such as crackers, woollen garments, air-conditioners and other similar types of options.

CONTINUOUS OPTION

Advertising runs throughout the year and the budget should be

divided equally between the months. This strategy is used for

products that are used consistently throughout the year.

PULSE OPTION

• Advertising is run during every period of an advertising campaign,

but the amount of advertising will vary from period to period.

• For example, during the summer months the purchase of ice-

cream increases so advertising will increase, only to decrease

during the winter months.

PULSE OPTION

The different types of pulse advertising are called:

• Start up pulse – which is more frequent as you would be

introducing a new product

• Seasonal pulse as more advertising is released seasonally and

less advertising occurs when it is an off season

• Special pulse where advertisements are generated less

seasonally.

FLIGHT AND PULSE ADVERTISING

• Flight and pulsing scheduling options are argued to increase

media costs, especially over network television advertising.

• There are few advertisers that can afford the costs continuously

throughout the year. For this reason, advertisers are forced to pick

select times such as busy periods when they will obtain the best

communication and sales objectives.

• This is called discontinuous scheduling.

DETERMINE THE MEDIA SCHEDULE

3.3 Create a media schedule to the satisfaction of the advertiser

MEDIA SCHEDULES

• A media schedule is usually a chart of that you use to

demonstrate your media run dates.

• The ultimate decision is usually communicated through your

advertising brief that the customer designs to assist you, the

marketing manager in meeting your objectives in the media plan.

NUMBER OF ADVERTISEMENTS

• More is not necessarily better.

• The New York Times advertised that every person in NY City is

exposed to over 5000 advertisements per day. This is a marked

increase from the 2000 advertisements advertised over 30 years

ago.

• Customers are being exposed to more and more advertisements

and your goal is to be set apart from all of the clutter.

NUMBER OF ADVERTISEMENTS

• Researchers write that advertisements need to be larger and

fewer. For example, you can place 9 print advertisements in

appropriate magazines to reach your target audience.

• For best exposure and retention, you should place three

advertisements close together to reinforce the target audience’s

memory of the advertisements message.

PLACEMENT OF ADVERTISEMENTS

• Advertisement placement is essential. Again you need to make

sure that the times that you place advertisements on television

will have the most reach for client.

• When you consider the placement of print media, you need to

determine whether the media shall be placed on the first page,

second or last page.

• How large would advertisements be, including half a page,

quarter or full page.

• To ensure retention of the advertisements and the message, large

advertisements are recommended because it will make the target

audience remember the message.

SIZE/LENGTH OF ADVERTISEMENTS

• The length or size of an advertisement will depend on your

creative requirements, the competitive environment for the

advertisement and the size of your media budget.

• To develop a brand image, you should run longer advertisements

and have larger print media so that you can take advantage of

any opportunities

• Length usually relates to the length of electronic media and size

usually relates to the size of an advertisement in print media.

• Television advertisements usually range from 10 to 60 seconds

and at times up to two minutes.

TYPES OF SCHEDULES

Publication Jan Feb Mar Apr May June TotalTrade Mag $21,000 $21,000 $21,000 $63,000Newspaper $10,000 $10,000 $10,000 $30,000Internet $18000 $18000 $18000 $54,000Mag $5,000 $ 5.000Total $10,000 $49,000 $44,000 $49,000 $ 0 $ 0 $152,000Total # Impressions

$800,000 $200,000 $200,000 $900,000 $ 0 $ 0 $2.1 Mil

• The table below demonstrates a schedule allocating the budget for the months

TYPES OF SCHEDULES

Publication Jan Feb Mar Apr May June Total

Trade Mag

Newspaper

Internet

Mag

Total

Total # Impressions

F – FrequencyR – ReachM – Media ObjectivesGRPs - Gross RatingB - Budget

• This table will demonstrate different media vehicles, including reach, frequency, marketing objectives, budget and any other relevant needs.

DETERMINE THE MEDIA SCHEDULE

3.4 Develop alternative media schedules for the advertiser within the budget

MEDIA SCHEDULE AND MEDIA

• The Media Plan must be completed in the overall

advertising and marketing goals of the client.

• Experienced media planners will combine

frequency and reach goals with the buying

pattern to ensure that they obtain the maximum

prospects.

• For this reason, planners have a number of

scheduling options.

THE MOST COMMON FORMS OF SCHEDULE ARE:

• The continuity schedule

• The pulsing schedule

• The flighting schedule.

THE TYPE OF SCHEDULE YOU EMPLOY WILL DEPEND ON:

• Target involvement

• Seasonal factors

• Time allocated between purchases

THE DISPLAY OF A MEDIA SCHEDULE CAN BE DETERMINED

• The client may prefer to have all of the products schedules on one

schedule. Conversely, the client may prefer to have media

schedules per product, per media vehicles or by the type of

schedule.

• Remember that when you develop the media schedule that you

remember to make sure that you develop the schedule based on

the:

o Clients preferences

o Within the budget set

o Frequency, reach and the creative message

o Keeping the appropriate media vehicles.

DETERMINE THE MEDIA SCHEDULE

3.5 Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

MANAGERS

• Needs to continuously monitor and improve testing schedule to

identify the best mix of media vehicles to ensure that you reach your

targeted audience within defined objectives.

• You need to continuously improve your processes to ensure that you

meet your clients needs.

• This is achieved using continuous improvement techniques, such as

the PDCA cycle and MBO.Plan

Do

Check

Act

PLAN

• You have identified an opportunity to improve and will now take

the time to identify the reason why you have not reached the

testing schedules objectives.

DO

• Do is your corrective action.

• You should test the change to make sure that your

testing schedule is improved.

• Rather than doing more damage, take a small

section of your target audience and test the

change to make sure that your changes in the

media schedule has improved your goals and

objectives.

CHECK

• Study and review your small test of

the testing schedule and analyse the

results.

• This may mean that you will need to

develop a tool to assist you in

measuring whether the changes made

to the test area of the testing

schedule is reaching the desired

approach.

ACT

• If your change did not work, then you need to go

through the process.

• If you have identified an improvement test area of

the testing area, then apply your changes to the

whole testing schedule.

• This means that you have identified what you have

learned and applied the new improvements on a

larger scale, but begin the cycle again.

CONTINUOUS IMPROVEMENT

• By repeating the cycle, you are continuously improving your

testing cycle.

MANAGEMENT BY OBJECTIVES

TO DEMONSTRATE TWELVE EFFECTIVE ROLES THAT ARE:

• Create an inspiring vision and shared values.

• Lead change

• Lead by example

• Demonstrate confidence

• Inspire and energise

• Empower people

• Communicate openly

• Listen, support and help

• Involve everyone

• Coach

• Encourage group decision

• Monitor progress

PRODUCE A MEDIA PLAN

4.1 Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement

THE MEDIA PLAN

• A media plan is a plan that is developed after marketing objectives

and communication goals have been finalised

THE MEDIA PLAN

• A media plan is not difficult to write, however to get the best

effect and therefore results you need to make sure that the key

messages are displayed continuously throughout the plan.

• This means that the right information is provided at the correct

time and that you need to also know how the information that

your media provide will advance your mission.

STEPS OF A MEDIA PLAN INCLUDES:

• Defining the target audience.

• Selecting the appropriate media.

• Determining the advertising platform which

includes what the selling point is for the

advertising campaign and according to the

advertising brief.

• Determining media reach, the expected

impact and how much weight the media

design is taken into account.

• The design of the media plans including the

media ranking.

THE MEDIA PLAN HAS:

• A list of advertising vehicles,

• The advertising format,

• The media space purchased and the time the

advertisement airs;

• Cost of space and airtime and the budget for the media and

advertising to take place.

• Dates when the campaign will run.

MEDIA PLAN TEMPLATES

YOU MAY EVEN FIND THAT YOU WILL BE REQUIRED TO PERFORM MATHEMATICAL CALCULATIONS

PRODUCE A MEDIA PLAN

4.2 Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan

THE SUCCESS OF YOUR ADVERTISING MEDIA IS CRITICAL TO THE SUCCESS OF YOUR MEDIA PLANNING.

• Advertising ensures that you meet the organisations goals in

terms of sales, awareness, and competitive advantages.

CONTROLLED TEST

• Controlled tests are an excellent way in which to

test a hypothesis.

MEDIA PLANNING IS ABOUT ATTENTION TO DETAIL AND PRECISE MARKET RESEARCH

• Test your media vehicles carefully

BEHAVIOUR-BASED MEDIA PLANNING (BBMP)

• Behaviour based profiles, whereby users areidentified according to

who actually performed a desired action or set of actions.

• Rather than making best guesses, the testing tool BBMP identifies

users who have already performed actions such as registering for

a newsletter.

THE AIM

• Perform controlled tests based on the BBMP tools that identify

associations between the target group and site populations.

BBMP TOOLS WORK BECAUSE:

• They identify sites and placements that maximise the probability of reaching your current customer base;

• By finding sites and placements with high concentrations of your customers, they increase the likelihood of finding potential customers like them; and

• Rather than build a model of you customers, the customers are your model.

TRADITIONAL AND DIGITAL MEDIA

• Less than five years ago, the internet was considered to be an

unchartered territory for many advertisers.

• In recent years, technological innovations and the expansion of

targeting capabilities has shifted the internet from the advertising

vehicle to its direct response opportunities.

• This is a strong platform for marketers to build their brands and

directly interact with their consumers.

THE STRONGEST CONNECTIONS WERE BETWEEN INTERNET CAMPAIGNS AND TELEVISION.

• However, recent studies performed in

America (2010) demonstrated that TV

viewing audiences are shrinking,

especially in the younger adult

segments.

• However, marketers found that it was

not shrinking, just that viewing times

had changed.

Proven ability to reach target audience and to generate profitable responses in the past

• Use historical records

• However, research a test market to ensure method is still viable

Similarity to proven media vehicle/s

• Be aware that the customer is purchasing the viability of the

product, offer and commercial, not the media vehicles.

• You should have no question that each vehicle meets the goals of

the campaign.

• The same can be held true for other similarities.

• When you are not sure, you should run tests to make sure that the

results are the same.

Similarity between media vehicle/s, audience and organisational target audience or customer base

• When reach and frequency are considered, media vehicles can be

compared in terms of both quantitative and qualitative

characteristics such are vehicle ratings, audience duplications or

geographic coverage and costs.

• High ratings and less cross vehicle audience duplication when they

need high levels of reach.

• Costs between media vehicles are considered when media

planners are choosing media vehicles.

TO DETERMINE THE COST OF THE MEDIA VEHICLE, YOU HAVE TWO CALCULATIONS. THEY ARE:

• Cost per rating point (CPP)

• Cost per thousand impressions (CPM)

COST PER RATING POINT (CPP) IS USED FOR BROADCAST MEDIA VEHICLES MAINLY.

• Cost per rating point = cost of the advertisement/ rating of the vehicle

• For instance if the cost of a 30 second commercial during a

television program is $500 000 and the rating is 8.2, then

$60,975.61 is what the CPP will buy you.

• CPP = 500,000/8.2 = $60,975.61

COST PER THOUSAND IMPRESSIONS (CPM)

• CPM is the cost to have 50,000 members of the target audience

exposed to an advertisement.

• The difference between CPP and CPM is the size of the audience.

TO CALCULATE CPM:

• Calculate: Gross Impressions = Audience size x Rating/100

• CPM = Cost/ Gross Impressions x1000

• For example; the rating of the program is 8.4 and the cost for 10

second commercials is $15,000. If there are 750,000 adults in the

market, the CPM of this media is $243.91

• Gross Impressions = Audience size x Rating/100 = 750,000 x

8.2/100 = 61,500

• CPM = Cost/ Gross Impressions x1000 = 15,000 / 61,500 x 1000

= $243.91

PRODUCE A MEDIA PLAN

4.3 Ensure the media plan contains a budget allocation per medium per advertising period

ADVERTISERS

• Advertisers aim to find ways in

which to increase the rate of

response to their advertisements.

• These responses may turn into

actual leads which may turn into

sales,

• The marketing effort is meeting

your organisations objectives.

ALLOCATION OF ONLINE BUDGET BASED ON MAXIMUM COST FOR PAY PER CLICK

• Pay per click is an advertising system where advertisers specify

what they are willing to pay for someone to click on their website.

• Pay per click is also known as paid search and search engine

marketing.

• Pay per click is an auction platform and is like a search engine’s

system that allows advertisers to place advertisements for results

pages on websites.

• Advertisers place bids for their advertisements and try to position

the advertisements where they want them.

COST PER CLICK

• The higher the advertiser bids, the

higher they are usually positioned.

• The major search engines are more

difficult to rank and ranking is usually

due to keyword based partly on the

advertiser’s key word.

• The secret formula is to use search

engines to rank higher.

ALLOCATION AND AVERAGE COST PER RESPONSE.

• In a CPM campaign (cost per million) , you pay only for the

time that your advertisement appears.

• If your advertisement does well and a lot of users click the site,

then you pay less. However; the lower the click- through the more

each click will cost you.

• You are also protected by CPC who sets a ceiling on how much you

pay. Money is saved as you only pay for the clicks. This saves you

time and money and you only pay the CPM when you receive an

actual click.

• You won’t pay for the thousands of impressions that are uselessly

displayed, only as already discussed for those CPC who become a

lead.

BUDGETED NUMBER OF RESPONSES REQUIRED FOR THE PERIOD

• With CPC, you bid to add value to your attribute so that it is more

exposed.

• However, as you only have a specified amount of budget, you

need to determine the number of impressions that you need to

make for the period.

• As clients are becoming familiar with this method, they are looking

at increasing their options for placement.

A COUPLE OF THESE MODELS ARE:

• Cost per acquisition – where marketing is pushing media owners

are willing to improve their offering and where advertisers

calculate what the cost of purchase is (the cost of obtaining a new

lead and converting that lead into a sale).

• It is important to understand that advertisers should be willing to

pay for a lead

• Cost per call (CPT) – where a click will lead prospects to the

client’s sales call centre.

• Clients are now only willing to pay for genuine sales.

MAXIMUM DAILY BUDGET

• Your maximum cost per click (max CPC) is the

highest amount that you are willing to pay for a

click on your advertisement.

• You can increase your return on investment why

you use a Max CPC. If you are not sure on what to

do then; then start the bid at $1 as your default.

Use conversion tracking what happens after a

user clicks the advertisement.

• By knowing this, you can increase your maximum

CPC for keywords that perform well or decrease

your bid when they are doing poorly.

PRODUCE A MEDIA PLAN

4.4 Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan

ASSESS THE MEDIA PLAN EFFECTIVENESS

• Measures to assess media plan effectiveness may include:

• A straightforward way of asking people what they think about the peoples.

• Attitudes relate to their image of self and social acceptance.

• For the product or service to be desirable, the product is obtaining a positive response. It is important to get the consumers answers in a socially acceptable way.

DIFFERENT MEASURES FOCUS ON DIFFERENT ASPECTS OF ATTITUDES

• Direct Measurement through Likert scales and Semantic

Differentials

• Semantic Differential - Osgood et al(1957)

• Indirect Measurement through Projective Techniques

• Measures are divided into two categories:

AWARENESS MEASUREMENTS

• Awareness brings only a recollection of the product from

narratives in the elements of the commercial, through to brand

recognition and then it understanding a product and how it is

personally beneficial.

HOW IS THIS AWARENESS MEASURED?

• Unaided brand awareness

• Aided brand awareness

UNAIDED BRAND AWARENESS

• This chart is used to measure the level of awareness for

established brands.

• It allows you to explore the relationship between advertising

spending for new products

UNAIDED BRAND AWARENESS MEASURES

• Because they attain a low level of unaided performance because it

is hard to discriminate against different brands.

• Other variables such as recency of trial and usage can have a

strong impact on performance.

• Unaided brand awareness measures are not suitable for new brands:

AIDED BRAND AWARENESS

• is where it is assumed that respondents who are aware of the

brand are not really aware of it.

• This false awareness is constant and would not give you a true

picture of their level of awareness for the brand.

AIDED BRAND AWARENESS

COST PER RESPONSE

• Cost is a factor that is considered when you are trying to

judge the effectiveness of the brand.

• If emailing customers and following up with a telephone call

is 4000 times more effective that a 10cm x 2 column

advertisement in a magazine.

• Take steps to make sure that this cost is 4000 times the cost

as well.

GROSS PROFIT PER CONTACT

• Gross profit per contact is the selling price of the product

INQUIRY MEASUREMENTS

• Inquiry tests measure the effectiveness of advertising based on

inquiries generated from advertisements appearing in different

print media.

MARKET TESTS

• It is important to make sure that you test a product before you

place it into the full market because your original marketing

message may not be clear or viable.

• By completing the test, you can confirm that your mix is reaching

its intended audience.

MEDIA AUDIENCE MEASUREMENTS

• Media audience measurements provide information how many

radio listeners are listening and television viewers viewing,

magazine and newspaper readers and in recent years web traffic

on websites during a show, session or time period.

• Broadcasters and advertisers may determine who is listening,

rather than how many consumers are listening.

NUMBER OF RESPONSES

• Responses are the number of persons who respond or complete a

survey or other form of feedback.

OPINION MEASUREMENTS

• Opinion measurements can be

designed to test products, but the

most widespread use of the technique

has been to pre-test individual

advertisements or elements of

advertisements

PHYSIOLOGICAL MEASUREMENTS

• Physiological measures track the EEG measures that track the

electrical activity in the brain.

• By studying the size of a pupil, emotional responses are

quantified.

• Arousal is another form of physiological measurement that is

measured by the amount of electricity transmitted over the

surface of the hand owing to sweating. This can also measure

heart beat.

READERSHIP MEASUREMENT

• Readership Measurement determines the amount of readers

who read their magazine or newspapers for a specified period of

time

RECALL MEASUREMENT

• Recall measurement is the process of testing the

consumer’s recall of specific aspects of the

product/service.

• The process measures the level of recall and this

measurement of the communication has been

achieved.

• Recall tests may be either aided and unaided.

SALES MEASUREMENTS

• Results measurement systems require a reasonable time frame to

be established as a feedback system for sales information needs to

be developed.

• The actual dollar volume of the sales can take time to establish and

sales management must also discuss and agree on these

measurements before they can be implemented so that the success

of the campaign can be judged.

SPLIT CABLE TESTS

• Rather than testing fully, campaign testing can be completed

when marketers purchase information obtained from respondents

who are exposed to a campaign in a controlled manner.

• For example, consumers at home using data that is bar coded, or

television advertisement exposure meters can be controlled by

split cabling and can be measured via television cables.

TESTS OF DIFFERENT CREATIVE EXECUTIONS

• Creative testing allows you to

determine the creation that resonates

with you and ensures that the

agency/client has the final say in a

particular creative campaign.

TESTS OF DIFFERENT DIRECT MARKETING OFFERS

• Direct mail offers marketers the chance to do very cheap and

targeted testing.

• The sample size can be as small as a few hundred pieces mailed.

• You can split test one letter against another, or one offer, premium

or price.

• Once a campaign is identified that works, you can probably use it

consistently for years.

TESTS OF DIFFERENT MEDIA VEHICLES

• Media vehicles are tested on the basis of their cost per square

centimetre per thousand reader/viewer and circulation.

• Media testing involves market research and surveys and lets

marketers know that they are achieving the advertising objectives.

• Different media vehicles are tested for their effectiveness. If a

media vehicle is not reaching its objectives, then the marketer

must take corrective action.

CONGRATULATIONS

You have now finished the unit…

‘Develop Media Plan’