Basics of Media Planning (for Workshop Nov 28)
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Transcript of Basics of Media Planning (for Workshop Nov 28)
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Media Planningand Strategy
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A series of decisions involving the deliveryof messages to audiences
A series of decisions involving the delivery
of messages to audiences
Goals to be attained by the media strategyand program
Goals to be attained by the media strategyand program
Decisions on how the media objectives canbe attained
Decisions on how the media objectives canbe attained
The various categories of delivery systems,including broadcast and print media
The various categories of delivery systems,including broadcast and print media
Either radio or television network or localcable broadcasts
Either radio or television network or localcable broadcasts
A series of decisions involving the deliveryof messages to audiences
A series of decisions involving the delivery
of messages to audiences
Goals to be attained by the media strategyand program
Goals to be attained by the media strategyand program
Decisions on how the media objectives canbe attained
Decisions on how the media objectives canbe attained
The various categories of delivery systems,including broadcast and print media
The various categories of delivery systems,including broadcast and print media
Media Terminology
MediaPlanning
MediaPlanning
Media
Objectives
Media
Objectives
MediaStrategy
MediaStrategy
Media
Media
Broadcast
Media
Broadcast
Media
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Publications such as newspapers,magazines, direct mail, outdoor, etc.
Publications such as newspapers,
magazines, direct mail, outdoor, etc.
The specific carrier within a mediumcategory
The specific carrier within a mediumcategory
Number of different audience membersexposed at least once in a given time period
Number of different audience membersexposed at least once in a given time period
The potential audience that might receivethe message through the vehicle
The potential audience that might receivethe message through the vehicle
The number of times the receiver is exposedto the media vehicle in a specific time period
The number of times the receiver is exposedto the media vehicle in a specific time period
The potential audience that might receivethe message through the vehicle
The potential audience that might receivethe message through the vehicle
Number of different audience membersexposed at least once in a given time period
Number of different audience membersexposed at least once in a given time period
The specific carrier within a mediumcategory
The specific carrier within a mediumcategory
Publications such as newspapers,magazines, direct mail, outdoor, etc.
Publications such as newspapers,
magazines, direct mail, outdoor, etc.
Media Terminology
PrintMedia
PrintMedia
Media
Vehicle
Media
Vehicle
Reach
Reach
Coverage
Coverage
Frequency
Frequency
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Selecting Media Within Class
Selecting Media Within Class
Selecting Broad Media Classes
Selecting Broad Media Classes
Determining Media Strategy
Determining Media Strategy
Media Use Decision Print
Media Use Decision Print
Media Use Decision Broadcast
Media Use Decision Broadcast
Media Use Decision Other Media
Media Use Decision Other Media
Selecting Media Within Class
Selecting Media Within Class
Determining Media Strategy
Determining Media Strategy
Selecting Broad Media Classes
Selecting Broad Media Classes
Developing the Media Plan
Setting Media Objectives
Setting Media Objectives
Setting Media Objectives
Setting Media Objectives
MarketingStrategy Plan
MarketingStrategy Plan CreativeStrategy Plan
CreativeStrategy PlanMarketingStrategy Plan
Marketing
Strategy PlanSituationAnalysis
Situation
Analysis CreativeStrategy Plan
Creative
Strategy PlanSituationAnalysis
Situation
Analysis
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MeasurementProblems
MeasurementProblems
Lack ofInformation
Lack ofInformation
InconsistentTerms
InconsistentTerms
TimePressure
TimePressure
InconsistentTerms
InconsistentTerms
Lack ofInformation
Lack ofInformation
MeasurementProblems
MeasurementProblems
Media Planning Difficulties
Problems
in Media
Planning
Problems
in Media
Planning
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Evaluate Performance
Evaluate Performance
Implement Media Strategy
Implement Media Strategy
Develop Media Strategy
Develop Media Strategy
Establish Media Objectives
Establish Media Objectives
Analyze the Market
Analyze the Market
Implement Media Strategy
Implement Media Strategy
Develop Media Strategy
Develop Media Strategy
Establish Media Objectives
Establish Media Objectives
Analyze the Market
Analyze the Market
Developing the Media Plan
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Brand and Category Analysis
Percentage of brand to totalsales in market
Percentage of total
population in market
BDI = X 100
Brand Development Index
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Brand and Category Analysis
Percentage of total productcategory sales in market
Percentage of total
population in market
CDI = X 100
Category Development Index
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High market share
Good market
potential
High market share
Good market
potential
High market share
Good market
potential
High market share
Good market
potential
Brand and Category Analysis
Low
CDI
Hig
hCDI
High BDI
Low market share
Good market potential
Low market share
Good market potentialLow market share
Good market potential
Low market share
Good market potential
Low BDI
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
Low market share
Poor market potential
Low market share
Poor market potential
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The market usually
represents good salespotential for both the
product and the brand.
The market usually
represents good salespotential for both the
product and the brand.
The market usually
represents good salespotential for both the
product and the brand.
The market usually
represents good salespotential for both the
product and the brand.
Brand and Category Analysis
Low
CDI
High
CDI
High BDI
The product category
shows high potential butthe brand isnt doing well;
the reason should bedetermined.
The product category
shows high potential butthe brand isnt doing well;
the reason should bedetermined.
The product category
shows high potential butthe brand isnt doing well;
the reason should bedetermined.
The product category
shows high potential butthe brand isnt doing well;
the reason should bedetermined.
Low BDI
The category isnt sellingwell but the brand is;
may be a good market inwhich to advertise but
should be monitored forsales decline.
The category isnt selling
well but the brand is;
may be a good market inwhich to advertise but
should be monitored forsales decline.
The category isnt sellingwell but the brand is;
may be a good market inwhich to advertise but
should be monitored forsales decline.
The category isnt selling
well but the brand is;
may be a good market inwhich to advertise but
should be monitored forsales decline.
Both the product categoryand the brand are doing
poorly; not likely to be agood place to advertise.
Both the product category
and the brand are doing
poorly; not likely to be agood place to advertise.
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Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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TargetGroup
TargetGroup
BrandHistory
BrandHistory
Share ofVoice
Share ofVoice
PurchaseCycles
PurchaseCycles
BrandLoyalty
BrandLoyalty
BrandShare
BrandShare
UsageCycle
UsageCycle
PurchaseCycles
PurchaseCycles
Share ofVoice
Share ofVoice
BrandHistory
BrandHistory
UsageCycle
UsageCycle
BrandShare
BrandShare
BrandLoyalty
BrandLoyalty
Marketing Factors Determining Frequency
Marketing
Factors
Marketing
Factors
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Message ComplexityMessage Complexity
Message UniquenessMessage Uniqueness
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Message VariationMessage Variation
WearoutWearoutWearoutWearout
Message VariationMessage Variation
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Message UniquenessMessage Uniqueness
Message ComplexityMessage Complexity
Message Factors Determining Frequency
Message
or CreativeFactors
Messageor Creative
Factors
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ClutterClutter
Number ofMedia Used
Number ofMedia Used
RepeatExposures
RepeatExposures
EditorialEnvironment
Editorial
Environment
SchedulingScheduling
AttentivenessAttentivenessAttentivenessAttentiveness
Number ofMedia Used
Number ofMedia Used
EditorialEnvironment
Editorial
Environment
RepeatExposures
RepeatExposures
ClutterClutter
Media Factors Determining Frequency
Media
Factors
Media
Factors
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Determining Relative Cost of Media-Print
Cost of ad space(absolute cost)
Circulation
CPM = X 1,000
Cost per thousand (CPM)
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Determining Relative Cost of Media-Broadcast
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
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Short Message LifeShort Message Life
High Production CostHigh Production Cost
Low SelectivityLow Selectivity
High Absolute CostHigh Absolute Cost
ClutterClutter
Mass CoverageMass Coverage
High ReachHigh Reach
Impact of Sight, Soundand MotionImpact of Sight, Soundand Motion
High PrestigeHigh Prestige
Low Cost Per ExposureLow Cost Per Exposure
Attention GettingAttention Getting
Favorable ImageFavorable Image
High Production CostHigh Production Cost
High Absolute CostHigh Absolute Cost
Short Message LifeShort Message Life
Low SelectivityLow Selectivity
Favorable ImageFavorable Image
Attention GettingAttention Getting
Low Cost Per ExposureLow Cost Per Exposure
High PrestigeHigh Prestige
Impact of Sight, Soundand MotionImpact of Sight, Soundand Motion
High ReachHigh Reach
Mass CoverageMass Coverage
Television Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages
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ClutterClutter
Fleeting MessageFleeting Message
Audio OnlyAudio Only
Low Attention GettingLow Attention Getting
Local CoverageLocal Coverage
Low CostLow Cost
High FrequencyHigh Frequency
FlexibleFlexible
Low Production CostLow Production Cost
Well-segmented AudienceWell-segmented Audience
Low Attention GettingLow Attention Getting
ClutterClutter
Audio OnlyAudio Only
Well-segmented AudienceWell-segmented Audience
Low Production CostLow Production Cost
FlexibleFlexible
High FrequencyHigh Frequency
Low CostLow Cost
Local CoverageLocal Coverage
Radio Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages
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Visual OnlyVisual Only
Long Lead Time forAd Placement
Long Lead Time forAd Placement
Lack of FlexibilityLack of Flexibility
Segmentation PotentialSegmentation Potential
Quality ReproductionQuality Reproduction
High Information ContentHigh Information Content
LongevityLongevity
Multiple ReadersMultiple Readers
Visual OnlyVisual Only
Long Lead Time forAd Placement
Long Lead Time forAd Placement
Multiple ReadersMultiple Readers
LongevityLongevity
High Information ContentHigh Information Content
Quality ReproductionQuality Reproduction
Segmentation PotentialSegmentation Potential
Magazine Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages
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ClutterClutter
Poor Reproduction QualityPoor Reproduction Quality
Short LifeShort Life
Low Attention GettingLow Attention Getting
High CoverageHigh Coverage
Low CostLow Cost
Short Lead Time forPlacing AdsShort Lead Time forPlacing Ads
Ads Can Be Placed inInterest Sections
Ads Can Be Placed inInterest Sections
Timely (Current Ads)Timely (Current Ads)
Reader Controls ExposureReader Controls Exposure
Can Be Used for CouponsCan Be Used for Coupons
Selective Reader ExposureSelective Reader Exposure
Poor Reproduction QualityPoor Reproduction Quality
Low Attention GettingLow Attention Getting
ClutterClutter
Short LifeShort Life
Can Be Used for CouponsCan Be Used for Coupons
Reader Controls ExposureReader Controls Exposure
Timely (Current Ads)Timely (Current Ads)
Ads Can Be Placed inInterest Sections
Ads Can Be Placed inInterest Sections
Short Lead Time forPlacing AdsShort Lead Time forPlacing Ads
Low CostLow Cost
High CoverageHigh Coverage
Newspaper Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages
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Short AdsShort Ads
Local RestrictionsLocal Restrictions
Sort Exposure TimeSort Exposure Time
Poor ImagePoor Image
Location SpecificLocation Specific
High RepetitionHigh Repetition
Easily NoticedEasily Noticed Poor ImagePoor Image
Short AdsShort Ads
Sort Exposure TimeSort Exposure Time
Easily NoticedEasily Noticed
High RepetitionHigh Repetition
Location SpecificLocation Specific
Outdoor Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages
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Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
ClutterClutter
High SelectivityHigh Selectivity
Reader Controls ExposureReader Controls Exposure
High Information ContentHigh Information Content
Repeat ExposureOpportunities
Repeat ExposureOpportunities
Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
Repeat ExposureOpportunities
Repeat ExposureOpportunities
High Information ContentHigh Information Content
Reader Controls ExposureReader Controls Exposure
High SelectivityHigh Selectivity
Direct Mail Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages
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Websnarl (CrowdedAccess)
Websnarl (CrowdedAccess)
Few Valid MeasurementTechniques
Few Valid MeasurementTechniques
Limited CreativeCapabilities
Limited CreativeCapabilities
Technology LimitationsTechnology Limitations
Limited ReachLimited Reach
User Selects ProductInformation
User Selects ProductInformation
User Attention andInvolvement
User Attention andInvolvement
Interactive RelationshipInteractive Relationship
Direct Selling PotentialDirect Selling Potential
Flexible Message PlatformFlexible Message Platform
Few Valid MeasurementTechniques
Few Valid MeasurementTechniques
Technology LimitationsTechnology Limitations
Websnarl (CrowdedAccess)
Websnarl (CrowdedAccess)
Limited CreativeCapabilities
Limited CreativeCapabilities
Flexible Message PlatformFlexible Message Platform
Direct Selling PotentialDirect Selling Potential
Interactive RelationshipInteractive Relationship
User Attention andInvolvement
User Attention andInvolvement
User Selects ProductInformation
User Selects ProductInformation
Internet Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages