Outline of a Media Plan
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Transcript Outline of a Media Plan
Outline of a Media Plan
Executive Summary
A short presentation that goes at the
beginning of a media plan
Shows only the main details of the plans
that busy executives can quickly know the
essence of the plan
So that busy executives can quickly know the
essence of the plan
It should include a table of contents of
your media plan
Situational Analysis
Research prepared in document format to
provide background for a media planner to
prepare a plan.
Provides perspective on where a brand
has been and where its potential lies in
the future.
Situational Analysis Includes
History of the market
Deals with sales of all brands in the marketincluding client (all pertinent brands)
Includes geographic sales distribution, (zip
codes for Homevestors), market size in dollars
and units (What type of market is this
according to Homevestors…in presentation),
market share, any seasonal effects and price
effects
Situational Analysis Includes
Distribution channels
Objective is to learn how a brand and its competitors
distribute products
Includes methods of selling, advertising budgets and
how and why promotions may be used. Distribution
information often affects media strategy because it can
help planner decide where to advertise.
How this relates to you. If Homevestors was on the air
all months last year, maybe they should consider
heavying up in some months or cutting back in others.
Contact Ms London for last years flowchart to see what
they did.
Situational Analysis Includes
The consumer of the product
This profile of users of the product type (not
just Homevestors) includes personal
demographics such as age, sex, income,
occupation and geographic location. Lifestyles
and attitudes should be included
Profile of who buys this product vs who buys
competitors product (mom and pop) if
available.
Situational Analysis Includes
The product
A history of the product and how it was
developed.
When and why any product changes were
made and the effects of such changes
Consumer perceptions of the values of various
brands can be important…how do consumers
view Homevestors…they like to improve
neighborhoods…vs competitors if known
Situational Analysis Includes
Advertising and media analysis
Analysis of media expenditures for competing
brands (SOV) You have 4th quarter
data…assume it’s the same for all quarters.
Includes media classes used…names of media
(TV, RADIO) and dollar and % allocation of
each medium.
Organizing your Plan
State the Marketing Challenge/Objective
succinctly…what is your original problem,
challenge or task? What the whole thing
is about.
This was given to you by Homevestors…IT is
the Marketing objective, NOT the Media
objective
Organizing the Plan
Data tables
Are you going to have this at the end in an
addendum or along side the
presentation…media numbers are boring, so
consider addendum or charts with colors.
Present an overview of competitive
activity and elements…Include SOV data
Clients what to see what their competitors are
doing and you might get them to increase
budgets by doing this.
Organizing the Plan
Budget table-Provide one…
This is like an outline of spending:
Outdoor
TV
Radio
DM
YP
$300,000
$150,000
$100,000
$100,000
$5000
Organizing the Plan
Provide a flow chart.
Start working on this NOW. This will take you
a lot of time to do. You need to decide how
you are going to spend the budget and
whoever is putting this together needs to start
working on it now.
Creative elements of a flowchart
Flighting
Different weight levels…heavier at start?
Different dayparts in TV
Placing certain medias on the air at the same
time…outdoor and DM?
Organizing the Plan
Flowchart continued
Don’t do the same thing all year long month in and month out.
Boring and not creative.
Do include interesting things…Are you tying into any
promotions or tradeshows? Are you conducting any unique
guerilla tactics that should be highlighted on flowchart?
Are you going to set aside any money for opportunistic
purchases that may come up during the year?
Are you going to do a series of radio remotes with the radio
hosts?
Are you proposing any promotions during the year to coincide
with holidays or tax season or end of year?
Your flowchart should reflect all of these…and if there is a way
you can make it interesting with color, do it.
Organizing the Plan
Write Media Objectives
Remember 2 elements of each objective
Each objective should relate to a marketing objective
and/or strategy
Each media objective should be stated as completely
as possible.
The more detail, the more likely the objectives will
serve as guides for media strategies.
Your Media Objective might include: We need large
reach and modest frequency (making that up) You
need to define what “large” and “modest” are.
Organizing the Plan
The difference between media objectives
and media strategies: Media objectives
are goals that are related to the marketing
objectives and strategies; media
strategies are actions that can fulfill these
objectives…many strategies can fulfill one
objective…your job is to choose most
effective strategy from all possibilities.
Organizing the Plan
Objectives: Example: Reach 60% of
target audience a minimum of 3+ times if
first 4 weeks of campaign with sustaining
R/F of 50R, 3F (Making up)
Strategy: How you are going to reach
60% of target audience a minimum of 3+
times (combination of TV, radio, DM,
yellow pages, etc.)
Organizing the Plan
Include rationale on why you didn’t
include certain things…did not include
newspaper due to declining readership
levels. Phoenix paper costs have
escalated 10% in past year while
readership has declined 15%. Made this
cost prohibitive when considering other
alternatives.
Organizing the Plan
Tactics: How you will accomplish your
strategies…
Example Objective: 70 R, 15+ F
Strategy: TV, Radio, outdoor,
promotion
Tactics: :30 and :15 second TV
running M-W only, :60 second radio on
news/talk only, :30 sheet pre-emptible
outdoor, specific zip codes for DM, Radio
and DM at same time
Organizing the Plan
Different tactical ways of scheduling broadcast
Continuity-same amount of weight throughout the plan
(you might have some hiatus weeks, but all weeks with
activity have same weight levels)
Pulsing-Just like a pulse. One week activity, next week
nothing, next week activity, next week nothing. On
again, off again tactic
Stair stepping Different weight levels by consecutive
weeks. Example: 3 week flight- Week 1 = 125 grp’s.
Week 2 = 100 GRP’s. Week 3 =75 GRP’s. Week 4 off
the air. You might repeat this pattern throughout the
plan.
Organizing the Plan
Graphic Elements
How can you make this stand out?
Colored charts on SOV?
Bar graphs on who their target audience is?
Web site presentation
Animation
Organizing the Plan
Make it cohesive
Practice your Presentation
Be creative and provide creative ideas
Provide information on how you
interpreted the research.
Provide information on how you took any
geographic considerations into account.