1 / 22

Module 7

Module 7. Modules . Introduction, Media concepts, principles and math - ML Major media research resources and media tools - EC Media forms and consumption - EC/RT Media dynamics - ML Media planning principles and process - RT Buying process, mechanicals and deadlines - JL

kirby-richard
Télécharger la présentation

Module 7

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Module 7

  2. Modules • Introduction, Media concepts, principles and math - ML • Major media research resources and media tools - EC • Media forms and consumption - EC/RT • Media dynamics - ML • Media planning principles and process - RT • Buying process, mechanicals and deadlines - JL • How to evaluate a media plan - RT

  3. How to assess a Media Plan • Know Your Media Basic • Media Terms • Media Principles • Media Scene • Media Research

  4. Some Jargon... • TVR : Television rating point, 1% of target audience • Universe : Number of people in a target audience • Coverage : % of target audience who saw the advertising • Frequency : No. of times that the target audience saw the advertising on average • CPT/CPM : Cost of reaching 1,000 people in target (Cost per 000) Module One

  5. Media Principles & Math • Basic relationship - TARPs/Reach/OTS/Impact • Frequency Distribution • Effective frequency level & recency theory • Scheduling Strategies – burst vs. drip • CDI/BDI Analysis – Priority target & market • Benchmarking – historic data & competitive standard Module One

  6. Major Media Research & Media Scene • Nielsen Research • ADEX & Lifestyle Report • TV, Print,Radio, Cabsat, Internet & POS • Media landscape • Inventory/Stock/Channels • Supply & Demand Pressures • New opportunities Module 2/3

  7. How to assess a Media Plan • The Marketing and Media direction must be clear and approved • Competitive posture • Target audience definition. • Geographic coverage • Timing/Seasonality • Media Budget • Positioning of the brand and media relevance

  8. How to assess a Media Plan • Evaluate Media Plan • Historical learning • Budget allocation • Our media plan versus competition • Target definition and weight • Media Delivery measure against set media benchmark

  9. Planning TV: Getting Into Detail • Weekly TARPs • Programmes • Daypart • Channel mix • CPRP

  10. Why is Programming Important? • Daypart and Channel mix help with reaching the real target audience BUT • People watch programmes, not channels or dayparts • The right programmes can have a real influence on: • mood • acceptability • credibility • emotion • recall

  11. Focus Groups - ‘Media Chemistry’ • Gives an insight into why people watch programmes and what their reasons are for liking or disliking them Gut feel/experience • Nielsen Peoplemeter are historic data. New programmes require the skill of the planner/buyer to predict the likely appeal of a new programme Creative relevance • Beauty Product – Charmed, Gilmore Girls • Financial Services – News, Ringgit Sense • Household products – Drama series

  12. Channel Mix Considerations • Share and profile of viewing is usually your starting point. • Relative value of each channel - for your target audience - must be taken into account. • This should always include achievable discounts - i.e. you may not want to “downweight” your biggest supplier! • Programming is key for all advertisers. Always consider a channel’s ability to deliver at your chosen level of weekly TVRs.

  13. Channel Mix Considerations • The major consideration in selecting channel mix is the frequency objective and over what period of time. • Each channel delivers coverage at different rates • Same channels contribute more frequency than others • The optimum channel mix will be different for 1+ coverage than for 4+ coverage • The optimum channel mix will be different for 100 TVRs than for 400 TVRs

  14. Daypart Considerations Daypart: The segmentation of the day into timebands. • Programme selection will drive the daypart strategyBUT ... • There are other considerations: • Are the target audience available to view? • Peak is a premium daypart • Are there relevant advertising/product synergiese.g. Kelloggs advertised breakfast cereals as a late night snack in late peak/late night only • Coverage objectives, peak delivers reach, daytime delivers frequency

  15. Channel Selection : Cost • Consider the relative cost per TVRs for each of the channels. • Consider the relative discounts achievable for each of the channels. Cost is a planning consideration

  16. How Can I Stand out from the Clutter? • Sheer weight - c.1000 TVRs • Heavy weekly weights - c.250 TVRs • Roadblocking - same break on every single Channel • Clock Hour-ing - one ad per hour across an evening • Top ‘n’Tail - ad at beginning and end of break • 3 ads per break • Programme synergy • Sponsorship • On-air competitions • Programme domination • Anything else you can think of!

  17. Print Planning - which route? • National Press • Dailies/Sundays? • Supplements/Reviews? • Regional Press • Genre’s Monthlies • Genre’s weeklies Review individual sector strengths and weaknesses

  18. Print Planning - which titles? • Efficiency ranking • Coverage/Reach • Cost efficiency (CPT) • Duplication • Subjective Perception • Type of reader • Environment

  19. Thinking about the impact • Specific positions e.g., • Covers/IBC/OBC/IFC • 1st DPS • Editorial endorsement • Beauty • Gardening • Page dominance • Day of the week e.g., • Thur/Fri Retailer • Sunday Considered Purchase

  20. 2 3 1 4 5

  21. 2 3 1 4

More Related