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©2005 Pearson Education Canada Inc. 5-2
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.
©2005 Pearson Education Canada Inc. 5-3
Media Planning
Advertising PlanAdvertising PlanIMCPlanIMCPlan
Media PlanObjectivesStrategiesExecution
Media PlanObjectivesStrategiesExecution
CreativePlan
CreativePlan
©2005 Pearson Education Canada Inc. 5-4
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
©2005 Pearson Education Canada Inc. 5-5
Media Plan
“A document outlining how a client’s budget will be spent.”
Media ObjectivesMedia Objectives
Media StrategiesMedia Strategies
Media ExecutionMedia Execution
©2005 Pearson Education Canada Inc. 5-6
Media Objectives
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. 5-7
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
©2005 Pearson Education Canada Inc. 5-8
Target Market Matching Strategies
Knowledge of a target’s media consumption habits helps define the media strategy.
ShotgunShotgun
Profile MatchProfile Match
RifleRifle
©2005 Pearson Education Canada Inc. 5-9
Market Coverage
The budget available often dictates the extent of market coverage.
NationalNational
WestWest CentralCentral EastEast
Key MarketsKey MarketsCategory and brand development indexes are used to set market priorities
©2005 Pearson Education Canada Inc. 5-10
Applying a BDI
Region Sales % Pop’n % BDIAtlantic 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 ----
BDI = Sales % divided by Population %
©2005 Pearson Education Canada Inc. 5-11
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).
©2005 Pearson Education Canada Inc. 5-13
Reach / Frequency / Continuity
ReachReach
FrequencyFrequency
ContinuityContinuity
Total audience exposed to a message one or more times in a period, usually a week.
The average number of times a message has been exposed to an audience over a period of time.
The length of time required to generate impact on a target.
©2005 Pearson Education Canada Inc. 5-14
Media Execution
Selecting the right media is usually a three stage decision process.
1. Type of Media MagazineTelevision
2. Class of Media SportsNetwork
3. Specific Medium Sports Illustrated CTVWhen selecting a specific medium, CPM is a determining factor.
©2005 Pearson Education Canada Inc. 5-15
Comparing Media Alternatives
CPMCPMThe cost of the ad divided by the circulation (in thousands).
Magazine 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.
©2005 Pearson Education Canada Inc. 5-16
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.
©2005 Pearson Education Canada Inc. 5-17
Assessing Media Alternatives
Medium Pro Con
Television Impact High Cost
Reach Clutter
Radio Targeting Fragmentation
Frequency Message (Sound only)
The strengths and weaknesses of all media options are evaluated.
©2005 Pearson Education Canada Inc. 5-18
Assessing Media Alternatives
Medium Pro Con
Newspaper Local Reach Short Life
Key Market Coverage Clutter
Magazine Targeting Clutter
Message Quality Low Frequency
Outdoor Reach Creative Limitations
Frequency Low Targeting
©2005 Pearson Education Canada Inc. 5-19
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
©2005 Pearson Education Canada Inc. 5-20
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.
©2005 Pearson Education Canada Inc. 5-21
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.
©2005 Pearson Education Canada Inc. 5-22
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.
©2005 Pearson Education Canada Inc. 5-23
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.