Chapter 5 Advertising: Media Planning 5-1 ©2005 Pearson Education Canada Inc. Media Planning “A plan of action to communicate a message to a target market a the right time, and right frequency.” The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost. 5-2 ©2005 Pearson Education Canada Inc. Media Planning IMC Plan Advertising Plan Media Plan Objectives Strategies Execution 5-3 Creative Plan ©2005 Pearson Education Canada Inc. Media Brief Media planners require essential information from the client. 1. Market Profile 2. Competitor Media Strategy 3. Target Market Profile 4. Media Objectives 5. Budget 5-4 ©2005 Pearson Education Canada Inc. Media Plan “A document outlining how a client’s budget will be spent.” Media Objectives Media Strategies Media Execution 5-5 ©2005 Pearson Education Canada Inc. Media Objectives 5-6 Who is the target market? What is the message? Where are the priority markets? When is the best time to advertise? How many, often, long? ©2005 Pearson Education Canada Inc. Media Strategy Numerous factors are evaluated and they are usually ranked based on priority. • Target market and media matching strategy • Creative strategy influences media choices • Coverage decisions are based on the budget • Timing decisions are crucial for scheduling • Reach, frequency, and continuity priorities • Budget 5-7 ©2005 Pearson Education Canada Inc. Target Market Matching Strategies Knowledge of a target’s media consumption habits helps define the media strategy. Shotgun Profile Match Rifle 5-8 ©2005 Pearson Education Canada Inc. Market Coverage The budget available often dictates the extent of market coverage. National West Key Markets 5-9 Central East Category and brand development indexes are used to set market priorities ©2005 Pearson Education Canada Inc. Applying a BDI Sales % Pop’n % BDI Atlantic 7.6 7.6 100.0 Quebec 21.5 23.9 89.9 Ontario 42.5 38.5 110.4 Prairies 13.4 16.8 79.8 B.C. 15.0 13.2 113.6 Total 100.0 100.0 ---- Region BDI = Sales % divided by Population % 5-10 ©2005 Pearson Education Canada Inc. Analysis of BDI Example: The BDI in Ontario is 110.4. The BDI was determined by dividing 42.5 by 38.5. Analysis: Ontario and B.C. over contribute to sales while Quebec and the Prairies under contribute. A media planner could concentrate media spending in areas where the brand enjoys most usage (Ontario and B.C.) or transfer funds from strong regions to weaker regions (Quebec and the Prairies). 5-11 ©2005 Pearson Education Canada Inc. Media Scheduling 5-12 Even Skip Pulse Seasonal Blitz Build-Up ©2005 Pearson Education Canada Inc. Reach / Frequency / Continuity Reach 5-13 Total audience exposed to a message one or more times in a period, usually a week. Frequency The average number of times a message has been exposed to an audience over a period of time. Continuity The length of time required to generate impact on a target. ©2005 Pearson Education Canada Inc. Media Execution Selecting the right media is usually a three stage decision process. 1. Type of Media Magazine Television 2. Class of Media Sports Network 3. Specific Medium Sports Illustrated CTV When selecting a specific medium, CPM is a determining factor. 5-14 ©2005 Pearson Education Canada Inc. Comparing Media Alternatives CPM Magazine The cost of the ad divided by the circulation (in thousands). Cost Circ. (000) CPM ROB $18,800 363.7 $51.69 National Post Business $15,010 311.3 $51.10 Canadian Business $14,000 80.5 $173.91 ROB and National Post Business have a circulation advantage since they are distributed by newspapers that own the magazines. 5-15 ©2005 Pearson Education Canada Inc. Scheduling and Budget Summary 1. A blocking chart summarizes in a few pages all of the media execution details: media usage, market coverage, weight levels, reach and frequency, and timing of the campaign. 2. The budget summary classifies spending by medium, region, and time of year. 5-16 ©2005 Pearson Education Canada Inc. Assessing Media Alternatives The strengths and weaknesses of all media options are evaluated. Medium Television Radio 5-17 Pro Con Impact High Cost Reach Clutter Targeting Fragmentation Frequency Message (Sound only) ©2005 Pearson Education Canada Inc. Assessing Media Alternatives Medium Newspaper Magazine Outdoor 5-18 Pro Con Local Reach Short Life Key Market Coverage Clutter Targeting Clutter Message Quality Low Frequency Reach Creative Limitations Frequency Low Targeting ©2005 Pearson Education Canada Inc. TV Advertising Alternatives Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive. • Network Spots • Selective Spots • Local Spots • Sponsorships • Branded Content 5-19 ©2005 Pearson Education Canada Inc. Radio Advertising In radio all decisions are usually based on demographics. 1. Station format determines the audience profile. 2. Radio is ideal for reaching targets defined by age. 3. Radio is an important medium if a “key market” strategy is recommended. 5-20 ©2005 Pearson Education Canada Inc. Newspaper Advertising Local market circulation and readership make newspapers an attractive medium. 1. Newspapers are ideal for a “key market” media strategy. 2. Newspapers are attractive to national advertisers, and national and local retailers. 3. Newspapers offer “merchandising” opportunities. 5-21 ©2005 Pearson Education Canada Inc. Magazine Advertising Magazines are excellent at targeting precisely defined audiences. 1. Magazines are a “class” medium instead of a “mass”medium. 2. The clustering of ads has a negative influence on message impact. 3. Magazines are ideal for “profile matching” media strategies. 5-22 ©2005 Pearson Education Canada Inc. Out-of-Home Advertising Outdoor is a passive medium but the message is very visible. 1. Outdoor ads reach the same audience frequently. 2. A wide variety of alternatives are available. Outdoor can be virtually anywhere! 3. An ideal medium for “shotgun” media strategies in key markets. 5-23 ©2005 Pearson Education Canada Inc.