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Modern Media Planning

Modern Media Planning. Chapter 5. Modern Media Planning. Setting Media Objectives Deciding Media Strategies Choosing the Media Mix Charting the Tactical Plan. Setting Media Objectives. The Media Target Media Coverage and Delivery. Planning Target. General Market. Measurement Target.

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Modern Media Planning

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  1. Modern Media Planning Chapter 5

  2. Modern Media Planning • Setting Media Objectives • Deciding Media Strategies • Choosing the Media Mix • Charting the Tactical Plan

  3. Setting Media Objectives • The Media Target • Media Coverage and Delivery

  4. Planning Target General Market Measurement Target Setting Media ObjectivesThe Media Target • Planning target • Measurement target

  5. Brand Planning Target: “Contemporary, cool young men looking for an edge in the dating game” Media Planning Target: Profile of “Contemporary, cool young men” based on usage of contemporary, cool products Media Measurement Target: Simple demographic like “men aged 18-24 Example: Axe Body Spray

  6. Frequency Reach Setting Media Objectives • Media Coverage • Media Delivery • Optimization or Balance

  7. Emphasis Reach Emphasis Frequency Balanced Reach Frequency Awareness/ Attention Interest Attitude/ Desire Along A Continuum

  8. Setting Media Objectives • Some Examples: • Emphasis Reach: • Reach 80% of women 35-64 an average of 4 times every 4 weeks. • Emphasis Frequency: • Reach 50% of men 25-49 an average of 3 times each week before a home football game

  9. Deciding Media Strategies • Offensive or Defensive Approach • Setting a Media Budget • Strategies to Accomplish the Objective

  10. Deciding Media StrategiesOffensive or Defensive Approach • Defensive as in protection of the current business • Offensive as in opportunistic • In Reference to ALL strategic decisions

  11. Deciding Media StrategiesSetting a Media Budget • Objective/Task • Match tactics (tasks) to the objective and sum the costs of all tactics • Affordability • Tied to product profitability and assumes a pay-out • Percentage of Sales • Competitive Spending

  12. Deciding Media StrategiesStrategies to Accomplish the Objective • Scheduling • Specific Geography • The Media Mix

  13. Strategies to Accomplish the Objective: Scheduling • Continuous • Consistent, sustainable level of support • Flighting • Support in peaks with hiatus periods in between • Pulsing • Consistent support with peaks and valleys

  14. Strategies to Accomplish the Objective: Specific Geography

  15. Strategies to Accomplish the Objective: The Media Mix • The Audience/Media Relationship • Media functionality • Consumer involvement • Availability of Resources • Time • Time to make the advertisement • Time to execute the placement • Money • Cost to make the advertisement • Cost to place the advertisement • Geographic Emphasis

  16. Choosing the Media MixDiscriminating Factors • Effectiveness • Audience use of the media • Audience coverage of the media • Efficiency • Costs per thousand audience • Costs per delivered rating point

  17. Charting the Tactical Plan • The Media Flowchart Shows • Media used • Message/insertion timing • Costs by media • You Can Make a Flowchart • Media planning software • Project planning software • Excel spreadsheet

  18. Example: Media Flowchart

  19. Summary • Writing effective and measurable Reach/Frequency objectives • Deciding strategies of budget, scheduling, geography, and mix • Criteria for choosing the media mix • Flow-charting the media plan

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