INTEGRATED MARKETING INTEGRATED MARKETING COMMUNICATIONSCOMMUNICATIONS

LECTURE 8: MEDIA PLANNINGLECTURE 8: MEDIA PLANNING

ObjectivesObjectives

At the end of this input the At the end of this input the participant will:participant will:

• Understand the nature and Understand the nature and characteristics of the various mediacharacteristics of the various media

• Have gained recognition of the media Have gained recognition of the media planning processplanning process

• Appreciate reach, frequency and weight Appreciate reach, frequency and weight as fundamental media objectivesas fundamental media objectives

• Appreciate the media in an Appreciate the media in an international settinginternational setting

REVIEW OF DSM PROCESSREVIEW OF DSM PROCESS

Most contain the following elementsMost contain the following elements– analysisanalysis– objectivesobjectives } planning} planning– marcomms strategymarcomms strategy }}– budgetingbudgeting } implementation } implementation – implementationimplementation }}– evaluation/controlevaluation/control

STRATEGY STAGE OF DSMSTRATEGY STAGE OF DSM

1.1. Communications Mix (choice of Communications Mix (choice of promotool e.g. advertising, PR, DM promotool e.g. advertising, PR, DM etc.)etc.)

2.2. Creative strategy and tactics Creative strategy and tactics (weeks 6 and 7)(weeks 6 and 7)

3.3. Media strategy and tactics (weeks 8 Media strategy and tactics (weeks 8 and 9)and 9)

CREATIVE AND MEDIA CREATIVE AND MEDIA PLANNINGPLANNING

• All promotools have creative and media All promotools have creative and media decisions that need to be madedecisions that need to be made

• Creativity needs to be applicable whether Creativity needs to be applicable whether used in Advertising, PR, Sales Promotion etcused in Advertising, PR, Sales Promotion etc

• Media choices need to be made when using Media choices need to be made when using say Direct Marketing (mail, telephone, say Direct Marketing (mail, telephone, internet, SMS) or Sales Promotion (on pack, internet, SMS) or Sales Promotion (on pack, in pack, coupon in magazine etc) this is not in pack, coupon in magazine etc) this is not just an advertising issue/decisionjust an advertising issue/decision

MEDIA CHOICESMEDIA CHOICES

• PressPress

• TelevisionTelevision

• CinemaCinema

• PostersPosters

• RadioRadio

• InternetInternet

• Direct MailDirect Mail

• People/word of People/word of mouthmouth

• Leaflets and Leaflets and brochuresbrochures

• StationeryStationery

• PackagingPackaging

• Merchandising itemsMerchandising items

• POSPOS

• Livery and signageLivery and signage

• OthersOthers

MEDIA CHOICES: PressMEDIA CHOICES: Press

• Newspapers – daily, weekly, local, Newspapers – daily, weekly, local, national, internationalnational, international

• Magazines – weekly, monthly, Magazines – weekly, monthly, consumer, trade, men's, women's, consumer, trade, men's, women's, children's, tv listings, in-housechildren's, tv listings, in-house

• Directories – yellow pagesDirectories – yellow pages

MEDIA CHOICES: televisionMEDIA CHOICES: television

• Analogue and digitalAnalogue and digital

• Local, national, international Local, national, international (satellite)(satellite)

• Terrestrial, satellite, cableTerrestrial, satellite, cable

• Videos and cdsVideos and cds

• TeletextTeletext

MEDIA CHOICES: cinema; MEDIA CHOICES: cinema; radioradio

• Cinema Cinema – local, regional, national e.g. Tyneside local, regional, national e.g. Tyneside

(local), Odeon (national)(local), Odeon (national)

• Radio Radio – Analogue and digitalAnalogue and digital– Local, regional, national, internationalLocal, regional, national, international

MEDIA CHOICES: postersMEDIA CHOICES: posters

• Transport – buses, taxis, trains, poster Transport – buses, taxis, trains, poster vans, admailersvans, admailers

• Outdoor – billboards, bins, benches, Outdoor – billboards, bins, benches, flyposting, aerial banners, sports flyposting, aerial banners, sports groundsgrounds

• Indoor – POS and exhibitions, windows, Indoor – POS and exhibitions, windows, shopping trolleys, hanging and shelf shopping trolleys, hanging and shelf signs, notice boards, in toiletssigns, notice boards, in toilets

MEDIA CHOICE: internet; direct MEDIA CHOICE: internet; direct mail; leaflets & brochures; POSmail; leaflets & brochures; POS

• Internet – www (websites, pop-ups, Internet – www (websites, pop-ups, banner ads), email, globalbanner ads), email, global

• Direct mail – leaflets, letters, delivered Direct mail – leaflets, letters, delivered by mail or handby mail or hand

• Leaflets & brochures – special offer Leaflets & brochures – special offer flyers, press releases, annual reports, flyers, press releases, annual reports, cataloguescatalogues

• POS – shelf displays, dump-bins, POS – shelf displays, dump-bins, posters, videos etc.posters, videos etc.

MEDIA CHOICE: people/womMEDIA CHOICE: people/wom

• Sales staffSales staff

• Other employeesOther employees

• CustomersCustomers

• Journalists/editorial staffJournalists/editorial staff

• TradeTrade

• Professional intermediaries e.g. Professional intermediaries e.g. pharmacistspharmacists

MEDIA CHOICE: stationery; MEDIA CHOICE: stationery; packaging; merchandise items; packaging; merchandise items; livery and signagelivery and signage• Stationery – business cards, letter Stationery – business cards, letter

heads, memes, pens/pencils, envelopesheads, memes, pens/pencils, envelopes• Packaging – the pack itself (on pack), in Packaging – the pack itself (on pack), in

pack, special offer flashespack, special offer flashes• Merchandise items – calendars, diaries, Merchandise items – calendars, diaries,

gifts, greeting cards, labels, name gifts, greeting cards, labels, name badges, clothing (hats, t-shirts etc)badges, clothing (hats, t-shirts etc)

• Livery & signage – buildings, vehicles, Livery & signage – buildings, vehicles, signpostssignposts

MEDIA CHOICE: otherMEDIA CHOICE: other

• Ambient mediaAmbient media• TelephoneTelephone• Beer mats/drip matsBeer mats/drip mats• Balloons and blimpsBalloons and blimps• Golf tees and holesGolf tees and holes• Back of car park Back of car park

ticketstickets• Tents (e.g. Guinness Tents (e.g. Guinness

stand at stand at Cheltenham)Cheltenham)

• Petrol pump Petrol pump dispensersdispensers

• StickersStickers• Milk bottles/topsMilk bottles/tops• BagsBags• Flags/pennantsFlags/pennants• PR stunts/eventsPR stunts/events• Electronic media Electronic media

e.g. computer e.g. computer gamesgames

Examples of ambient mediaExamples of ambient media

• Linford Christie ‘Puma’ contact lensesLinford Christie ‘Puma’ contact lenses• Gail Porter projected onto Big BenGail Porter projected onto Big Ben• 600ft Becks beer bottle sown into a 30-600ft Becks beer bottle sown into a 30-

acre fieldacre field• Advertising on egg shellsAdvertising on egg shells• Body parts: Body parts:

– a casino paid £400 to advertise for 15 days on a casino paid £400 to advertise for 15 days on the 42GG breasts of a Scottish womanthe 42GG breasts of a Scottish woman

– $4000 for a logo on a pregnant woman’s belly$4000 for a logo on a pregnant woman’s belly– For $30,000 a student advertised SnoreStop on For $30,000 a student advertised SnoreStop on

his head for 30 days (human billboard)his head for 30 days (human billboard)

MEDIA CHOICESMEDIA CHOICES

• How do media planners and How do media planners and marketers make media choices?marketers make media choices?– Target audiences fit with mediaTarget audiences fit with media– ObjectivesObjectives– ImpactImpact– BudgetBudget– Past experiences/campaignsPast experiences/campaigns– Characteristics of mediaCharacteristics of media

Media CharacteristicsMedia Characteristics

• DemonstrationDemonstration• ImaginationImagination• IntimacyIntimacy• ImpactImpact• Long LifeLong Life• National ExposureNational Exposure• International ExposureInternational Exposure

MEDIA PROS AND CONSMEDIA PROS AND CONSAdvantages Advantages DisadvantageDisadvantage

ss

MagazinesMagazines Long lifeLong life Long lead Long lead timestimes

NewspapersNewspapers Short lead Short lead timetime

Short lifeShort life

TelevisionTelevision AnimationAnimation ExpensiveExpensive

RadioRadio Sound, Sound, portableportable

Spoken Spoken message onlymessage only

PostersPosters Big, dramaticBig, dramatic Basic Basic message onlymessage only

TransportTransport Low costLow cost Hard to Hard to evaluateevaluate

SignageSignage Low costLow cost Effectiveness?Effectiveness?

MARKETING AND MEDIA PLANNINGMARKETING AND MEDIA PLANNING

• Marketing objectivesMarketing objectives• ProductProduct• ProfitabilityProfitability• Channels of distributionChannels of distribution• Marketing resource constraintsMarketing resource constraints• IMC strategyIMC strategy• The target audienceThe target audience

MEDIA PLANNINGMEDIA PLANNING

• Choosing appropriate media is of crucial Choosing appropriate media is of crucial importance to reach the target audience importance to reach the target audience effectively. effectively.

• Is the 'medium the message?’Is the 'medium the message?’

• Media planning not just concerned with Media planning not just concerned with broadcast mediabroadcast media  

Media Planning for Media Media Planning for Media DecisionsDecisions

Company Sources Market Place Company Sources Market Place

SourcesSources

Media PlanningMedia Planning

Message Sources Media SourcesMessage Sources Media Sources

MEDIA PLANNING: COMPANY MEDIA PLANNING: COMPANY SOURCESSOURCES

• Understand company/businessUnderstand company/business– targets/prospect profilestargets/prospect profiles– purchase cyclespurchase cycles– distribution patterns etc.distribution patterns etc.

• Clearly it is important/necessary to know Clearly it is important/necessary to know early on the target audience in order that early on the target audience in order that matching with readership/viewing/listening matching with readership/viewing/listening profiles can take placeprofiles can take place

MEDIA PLANNING: MEDIA PLANNING: MARKET MARKET PLACE SOURCESPLACE SOURCES

• understand marketplaceunderstand marketplace– monthly sales (past and projected)monthly sales (past and projected)– sales areassales areas– rival advertising etcrival advertising etc

MEDIA PLANNING: MEDIA PLANNING: MESSAGE MESSAGE SOURCESSOURCES

• know what to say and how know what to say and how – themesthemes– copy platformcopy platform– levels of awareness (from research) etc.levels of awareness (from research) etc.

  

MEDIA PLANNING: MEDIA MEDIA PLANNING: MEDIA SOURCESSOURCES

• know the media - attempt to understand know the media - attempt to understand audience characteristics and behaviouraudience characteristics and behaviour– Nielsen globally Nielsen globally – British Audience Research Bureau or British Audience Research Bureau or

BARB BARB – British Market Research Bureau (24,000 British Market Research Bureau (24,000

sample with TGI or Target Groupsample with TGI or Target Group Index)Index)– Media Expenditure Analysis Ltd. (MEAL)Media Expenditure Analysis Ltd. (MEAL)

ROLE OF MEDIA PLANNERROLE OF MEDIA PLANNER

• The planner has to decide which media are The planner has to decide which media are feasible to include in the campaignfeasible to include in the campaign

• They will select the main medium, how it They will select the main medium, how it should be used, then has to decide on should be used, then has to decide on support media support media

• Media choice decisions are based on, for Media choice decisions are based on, for example, example, – creative suitability e.g. dramatise creative suitability e.g. dramatise – and experience of effectivenessand experience of effectiveness– availability and availability and – lead time (long/copy deadlines) lead time (long/copy deadlines) – regional availability etc.regional availability etc.

ROLE OF MEDIA BUYERROLE OF MEDIA BUYER

• Media selection costs can be extremely Media selection costs can be extremely high. high.

• Buyers must be aware of: Buyers must be aware of: – how to reach target audiences via the best and how to reach target audiences via the best and

most advantageous mediamost advantageous media– negotiations for favourable rates size, length, negotiations for favourable rates size, length,

and frequency and frequency

– Traffic and production - artwork, scripts etc.Traffic and production - artwork, scripts etc.

The Media Planning Process The Media Planning Process for each Targetfor each TargetObjectives 1. Reach 2. Frequency 3. Weight/impact 4. Allocation/continuity/ } scheduling } week 9 5. Expense/cost }

1. REACH1. REACH

• Also called coverage or penetrationAlso called coverage or penetration

• Reach is the number of members of a Reach is the number of members of a target audiencetarget audience who are who are exposed at least exposed at least onceonce to a marketing communication in a to a marketing communication in a given time periodgiven time period– Important to measure this against target Important to measure this against target

audience, not general populationaudience, not general population– NB. exposure to the medium is not the same as NB. exposure to the medium is not the same as

exposure to the message (think zipping and exposure to the message (think zipping and zapping)zapping)

1. REACH1. REACH

• Usually expressed as a % of the target Usually expressed as a % of the target audience audience – e.g. Coronation Street ad spots may reach 75% e.g. Coronation Street ad spots may reach 75%

of a particular target audience. More than one of a particular target audience. More than one medium will be required for full reach/coveragemedium will be required for full reach/coverage

• Reach helps advertisers to measure how Reach helps advertisers to measure how many people many people seesee the advertisement but the advertisement but does not indicate how they does not indicate how they reactreact to it to it

2. FREQUENCY2. FREQUENCY

• Frequency is a measure of the number of Frequency is a measure of the number of times, on average, that a member of the times, on average, that a member of the target audience is exposed to a message target audience is exposed to a message (media)(media)

• Frequency is measured by OTS (opportunities Frequency is measured by OTS (opportunities to see) or OTH (opportunities to hear)to see) or OTH (opportunities to hear)

• Frequency is important to schedule and Frequency is important to schedule and measure as consumers need more than one measure as consumers need more than one impression/ exposure for messages to take impression/ exposure for messages to take effect, particularly for low involvement effect, particularly for low involvement (information processing)(information processing)

3. WEIGHT/IMPACT3. WEIGHT/IMPACT

• Weight is how much the target is exposed in a Weight is how much the target is exposed in a given period and is the product of reach and given period and is the product of reach and frequency. frequency.

• This is usually expressed in rating points. This is usually expressed in rating points. – Gross Rating Points are the sum of all vehicle Gross Rating Points are the sum of all vehicle

ratings in a media scheduleratings in a media schedule– Television rating points (TVR’s) is a measure of Television rating points (TVR’s) is a measure of

TV audienceTV audience

• Impact is a qualitative concept – what was the Impact is a qualitative concept – what was the quality of the impressionquality of the impression

INTERNATIONAL INTERNATIONAL PERSPECTIVEPERSPECTIVE• Issues related to international media planning Issues related to international media planning

include:include:– Standards in terms of format/compatibilityStandards in terms of format/compatibility– Satellite and cable - fragmentation of viewing Satellite and cable - fragmentation of viewing – Ethics and the creation of a multimedia underclassEthics and the creation of a multimedia underclass

• The media landscape: The media landscape: – this is the scope/availability of media in international this is the scope/availability of media in international

markets, which may not match up to that of the home markets, which may not match up to that of the home market, therefore media plans may be difficult to market, therefore media plans may be difficult to replicatereplicate

INTERNATIONAL INTERNATIONAL PERSPECTIVEPERSPECTIVE• Media/audience research:Media/audience research:

– No internationally consistent measurement No internationally consistent measurement approachesapproaches

• Media planning:Media planning:– Brand familiarity, image, culture etc will Brand familiarity, image, culture etc will

probably lead to different media objectivesprobably lead to different media objectives

Any QuestionsAny Questions