Creating the media_plan

Creating the Media Plan

UCLA Extension

Media Planning & Analysis

Media’s Goal

• Find the most qualified prospects for a product– At a time and place where they are most likely to be receptive to the

message

• Determine vehicles that offer the best opportunity to effectively and efficiently influence key prospects – When, where and how often

Media Plan Process

ConsumerBusiness Plan Review

Lessons Learned from Previous Years

Where they Spend? Category Spending Report

How they Spend? Strategy ObservationsShare of Voice Analysis

Where Are They? Retail location mapping

Who Shops? MRI; ACNielsen study

Who Are They? MRI Analysis Where Do they Live? BDI/CDI Mapping

Ramp Up

Kick Off

Media Strategy Statementis Agreed Upon by all vested

Plan Development

Competitors

Customer

You might be thinking…

• “It sounds so easy… Maybe I’ll be home to watch Dancing with the Stars?”

Media Alternatives are Infinite

• 1,400 TV Stations in 211 markets (DMA’s)

• 2500 consumer magazines

• 4,800 trade magazines

• 10,000 Radio Stations in 240 markets (MSA’s)

• 1,700 daily newspapers

• Cable—hundreds of channels even on the more basic systems

• Emerging Media is exploding, nothing is off-limits:– On Line

– Talking Taxis

– Cell phone/text messaging

– Schools

– Video Game/ Placement

– Elevators

– Ski lifts

– Cinema

– Beach imprints in the sand

– Supermarket floors

– Golf holes

– Restrooms

– Laser projection

– Product placement

Where Do We Start?

IMPLEMENTATION

STRATEGYBRIEFING &ANALYSIS THE

MEDIAPROCESS

STRATEGYPostEvalu-ation

Execu-tion

MediaNegotiation/Buying

TacticalMediaPlans

MediaStrat-egies

MediaObjec-tive

Competi-tiveAnalysis

BrandBriefing

The Process Overview

The Planning Process

• Marketing Briefing

• Competitive Analysis

• Develop Objectives and Strategies

• Develop Media Plan Options– Evaluate various strategic approaches

– Evaluate Plans vs. Goals

– Identify Recommended Plan

– Present Plans!

• Implementation & Stewardship

Elements of Media Planning

– Define the Marketing Challenge

– Translate into actionable Strategies & Tactics

– Devise a Media Solution

What Media is...

– A specialized sub-discipline of marketing

– “Investment Counselors” to appropriately align

client spending to address marketing objective

– Helps assure efficient investment of advertising

dollars

What Media is Not...

– “Results by formula” disciple

– An isolated endeavor

What Media Cannot Do...

– Provide a precise solution

– Directly solve marketing problems

– Unilaterally, assure effective consumer

communication

Media Planners are...

– Positioned as “Investment Counselors”

• Recommend strategic solutions relevant to the marketing

situation

• Implement within context of quality (environment) and

quantity (cost-efficiency)

• Stewardship of media investment

So…How do We Create a Plan?


• Definition

– Road map the sales message travels

seeking out potential consumers


• Mission

– Create cost-effective plans to fulfill the media objective

through development of strategies and tactics


• Elements of the Plan– Marketing Objective

– Media Objective

– Media Strategies/Tactics – Rationale

– Flowchart

– Reach & Frequency Deliveries

– Budget Summary

– Plan Summary

– Appendix

Step by Step

1. Define the Marketing Challenge

2. Translate into actionable Strategies & Tactics

3. Devise a media solution

Step 1...

MARKETINGMARKETINGOBJECTIVEOBJECTIVE

Defining the Marketing Challenge

• What is the Product?

• How is the brand viewed in the marketplace?

• How is the product consumed?


Increase Sales/Market Share

Step 1...


Combat Competition/Prevent Erosion



Launch New Product

Combat Competition/Prevent Erosion


Objectives & StrategiesPutting The Pieces TogetherHow the plan will help realize the Marketing Objectives

• Who? Target Audience

• Where? Geography

• When? Seasonality, Scheduling

• How Much? Budget

• How Many? CommunicationHow Often? Goals

• Creative? How the message is

being delivered

MEDIAOBJECTIVE

MEDIAOBJECTIVE

WhatDirect advertisingtowards…in order to…

Step 2...

Actionable Media Objective

• Translating marketing and advertising goals into media goals

• Want to be able to measure results– % of target reached

– Awareness

– Sales

MEDIASTRATEGIES

MEDIASTRATEGIES

HOW MUCH

WHO

WHERE

WHEN

HOW

HOW MANY

Step 2A...

MEDIASTRATEGIES

MEDIASTRATEGIES

HOW MUCHBudget

WHOTarget Audience WHERE

Geography

WHENTiming /

Seasonality

HOWCreative

ConsiderationsHOW MANYCommunication

Goals

Who: Target Audience

• Who does the brand most want to reach?

• Who’s buying the product and/or who’s using it?

• Traditionally determined by demographics (sex, age, ethnicity, income)

• BUT… Demographics alone can be misleading….

• W25-49, HHI $75M+ • W25-49, HHI $75M+

Who: Target Audience

• Need to incorporate:– Product consumption/usage

– Psychographics

• Behavioral characteristics

• Lifestyle and attitudes

• Where do we get this info?– Syndicated Research

• MRI, Simmons, Scarborough, etc.

Where: Geography

• Where should the brand concentrate it’s message?– Is distribution National? And if so, can we afford to support 100%

of the country?

– On a market by market basis (or region by region), how do we look vs. population and the competition? (BDI vs. CDI)

• Do we want to protect our franchise and spend to business (high BDI) or spend to where there is potential (High CDI but low BDI)?

– Is it consumed differently in different parts of the country

When: Seasonality

• Sales Patterns

• Seasonal product

• New Product launch

When: Scheduling

• Continuity vs. Pulsing vs. Flighting – Or a combination of the three

– Over long run, delivery will be the same

– Short term, audience accumulation can vary dramatically

200TRPs

200TRPs

200TRPs

300 TRPs 300 TRPs

50 TRPs for 12 weeks

How Many, How Often: Communication Goals

• Most typically defined in terms of:– Reach

– Frequency

– Continuity (# Weeks)

• Goals and minimums should be established on the basis of:– Experience/Corporate Guidelines

– Brand Awareness/ purchase intent

– Competitive landscape

– Sales/purchase behavior


• Reach x Frequency = GRPS– Reach = Percentage of target individuals exposed to a media schedule

– Frequency = Average # of times an individual is exposed to an

advertising message

– GRPs = sum of all rating (reach) points delivered by a media schedule

(TRPs=Target Rating Points)

• Goals or minimums should be established on the basis of judgment, historical benchmarks or modeling


• WHEN WOULD WE STRESS REACH?– If Brand wants to grow existing

consumer base

– If introducing product launch or

line extension

– If re-staging a product

– When dealing with a consumer

base that is constantly turning over

• WHEN WOULD WE STRESS FREQUENCY?– To maintain a Brand’s current

business in a cluttered category

– When the goal is to increase

consumption among current users

– Where a product has a short re-

purchase cycle

– Where a campaign requires

exposure to multiple creative

executions

How Much: Budget

• Usually a range “given” based on – Modeling Scenarios

– Test Market Results

– Competitive Set Spending Levels

– Return On Investment (ROI)

analyses

• Need to maximize advertising investment regardless of size– Often small advertisers are willing

to take greater risks

How Is Message Delivered: Creative

• COMMERCIAL LENGTH: Does Size Matter?– Not as much as you may think….and it depends on who you ask!

– Network :15’s 50% the cost of a :30

– Local :15’s 60%-70% the cost of a :30

Source: :60's :30's :15s :10sGallup/Robinson 125 100 80 60Burke 113 100 82ARS - 100 76Zenith 140 100 79 52CAB/Nielsen - 100 48

Unit Length

Commercial Recall by Length of Ad Unit (Index to :30s)

Devising a Media Solution…Media Selection & Evaluation

• How will we accomplish our strategies?• What is the media selection and why?• What are some specific tactics we’ll use?

That’s Step 3...which we’ll cover in weeks to come

Tactics & Rationale

Documents

Creating the media_plan