Transcript Document

Asher Media, Inc.
The Difference is Strategic Vision
UNT Media Class
Media Planning
March 27, 2008
Purpose
● How written media presentations are developed
- Outline the structure of the traditional media plan
- Propose questions to assist in brainstorming for the plan
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Agenda
• Purpose
• Agenda
• Background
– Media planning overview
– Anatomy of a Media Plan
– Situational Analysis
– Steps in Plan Development
– Getting ready to develop a media plan
• Media Objectives
• Media Strategies/Rationale
• Media Tactics
• Summary
• Appendix
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Media Planning Overview
• Media planning flows out of marketing and
communication problems that require solutions
• A good media person is first a good marketing
person- with an expertise in media
ACTION
• Ask questions…lots of questions.
– Who, Where, What, Why, When, How
• Designed to make you knowledgeable about client’s
products and problems.
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Media Planning Overview
• When all questions have been answered and
decisions made, recommendations and rationale
are organized into a written document, or a “media
plan”
• The plan becomes a blueprint for selection and
execution
• Plan also acts as a guide for the actual purchase of
the media
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Media Planning Overview
• Media planning is more than finding answers to a
list of questions about media
• Media planning is a process or a series of decisions
that provide the best possible answers to a set of
problems
• Media planning is an art; not a science
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No One Right Media Plan
• There is no one right media plan, it depends on
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Company philosophy
Competition
Size of advertising budget
Relationship of advertising, sales promotion and
personal selling effort
- Marketing and communication tasks to be
accomplished
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Anatomy of Media Plan
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Purpose
Agenda (Table of Contents)
Background/Situation Analysis
Recommendation
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Objectives
Strategies
Tactics
Rationale
Flowchart
Budget Recap
Next Steps
Appendix
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Media Plan
Situation Analysis
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History
Market trends
Marketing considerations
Target audience
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Media Strategies
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Target audience
Timing and scheduling
Geography
Media mix
Reach and frequency
Sales promotion (if
needed)
– Budget breakdown
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Situational Analysis
• Marketing Facts
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Competition
Creative/Brand history
Target audience
Geography
Timing and purchase cycle
Media mix – facts about target’s use of the media
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Steps in Plan Development
1.
Understand the Marketing Plan
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Information provided by Account Service or Client
- Defines the Marketing Goals
2.
Develop Media Objectives
3.
- Based on input received in the Marketing Plan
Determine Media Strategies
- Based upon Media Objectives
4.
Determine Media Tactics
- Based on strategy
- Serve as a basis for implementation
5.
Implementation
- Based on Media Tactics
6.
Stewardship
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Post Buy analysis
- Did the buy deliver as projected?
- Did the plan achieve its objectives?
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Getting Ready
The Marketing Plan
- Plans activities which will address one or more of
the marketing opportunities
“There is no such thing as a marketing problem, only an
opportunity” *
- Should include specific goals to serve as a basis for the
Media Objective (s)
● Example: Increase share by 2% by converting users of Brand X
- Also includes:
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Marketing Objectives
Spending Strategy
Distribution Strategy
Which elements of the marketing mix are to be used
Identification of the best marketing segments
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*Dr. Tom Ingram, University of Texas at Arlington
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Getting Ready
Interpreting the Marketing Plan
- Recognize various Marketing information needs
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Market size and share of all major players
Distribution practices
Sales history, forecasts, costs, and profits
Methods of selling
Identification of specific prospect markets
The product- brand character, purchase and usage habits
Take the time and effort needed to
think about how you are going to
develop the plan before getting
started.
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Media Objectives
- Translates the marketing plan into goals that media
can accomplish
• Should be one or 2 sentences
- Should be specific
● Example: Delivery against the secondary target should
be at least 80% of the delivery (%) of the primary target
- Can include the following
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Target Audience
Timing (seasonality)
Creative Considerations
Geography
Communication Goals (Reach and Frequency)
Budget
– Example: Enjoy an evening out with friends
Who? What? Where? When? How? How Many?
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Target Audience analysis
• Define the target audience by MRI, Simmons, Scarborough or
Media Audit analysis
– Demographics
Age, Gender, Education, Income, etc.
– Psychographics (Simmons or VALS)
Attitudes, beliefs and opinions
– Geographic (if necessary)
– Product usage or usage levels
Sales-oriented segmentation
(i.e.) Airline target 25 trips per more
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MRI Target Audience
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Example Target Audience
• Target customers who frequent bars/restaurant
and/or play pool/billiards once a week
– Demographics
• Primarily Men (67%)
• Age 21-39
– Secondary Age 21-49
• High School graduate plus (37%)
• Primarily never been married (47%)
• Employed (63%) with IEI $15,000+
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Psychographics
• Psychological characteristic of consumers
– Differentiate among prospects with the same demographic
characteristics
• Psychographic measures
– MRI has Lifestyle research (VALS)
• Values and Lifestyles Study
– Simmons
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VALS – Values & Lifestyle Study
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Media Plan Development-Who
• Who we are trying to reach
- Customer profile
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Sex
Age
Income
Family Size
Occupation
Education
Marital Status
- Influenced by
● Product User
● Actual Purchaser
● Frequency of Purchase
● Amount of Purchase
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Media Plan Development-Where
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Where we want to advertise
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Nationally
Regionally
Metro/Urban-Suburban
County Size
Influenced by
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Market Volume
Share of Market
Distribution
Business Development
Competitive Activity
Need for Timing of Advertising
Creative Support
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Media Plan Development-What
● What we want to advertise
- Product/Brand
- Price Points
- Promotion
● Sweepstakes
● Premium Items
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Influenced by
- Product volume
- Competitive pressure
- Sales pressure
- Pre-determined factor from marketing objectives
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Media Plan Development-Why
● Why we want to advertise
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Increase sales
New product introduction
Account support
Promotion tie-in Partnership
Awareness
● Influenced by
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Inventory
New account demands
New product introduction
Sluggish sales
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Media Plan Development-When
● When we want to advertise
- Weekly/Monthly/Annually
- Weekends/Weekdays
- Holidays
- Mornings/Midday/Evening
● Influenced by
- Seasonality
- Promotional windows
- Product consumption
- Holiday push
- Length of offers
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Media Plan Development-How
● How we want to advertise
- Media Choices (see appendix for media strengths/weakness)
● Television
● Radio
● Newspaper
● Outdoor
● Magazine
● Programming
● Editorial Environment
- Influenced by
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Creative
Marketing
Timing
Product (visual)
Budget
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Media Plan Development
• Strategy: Ways to achieve the objective(s)
- Media strategies develop out of the objectives and are
a series of actions selected from several possible
alternatives to best achieve the media objectives
● Cover such decisions as which kinds of media
should be used
● Whether national or local advertising should
be used
● How many ads should be scheduled
• 1-2 sentence overviews of each media type
Example: Invite friends to meet at Chili’s Friday night
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Quintile Analysis
• Cluster of population into groups of fifths
• Population is ranked from high to low on particular
characteristics
• Tile groups analyzed based on media usage
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Example – M21-39; Bar/Restaurant or Play Pool
Television viewing quintiles
Total
adults
%
20 %
20 %
20 %
20 %
20 %
100 %
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%
M21-39
adults
Q1
35 %
Q2
25 %
Q3
18 %
Q4
12 %
Q5
10 %
Bar
Goers
Index
100 %
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Interpretation of Quintile
• 35% of bar consumers in the heaviest group
(Index: [35/20] x 100 = 175)
• Indicates TV is good to reach bar/restaurant
goers
• Quintile 1 is always the heaviest usage group
• Quintile 2 is next heaviest
• Quintile 5 is the lightest usage group
• Look for high index numbers in the first two
quintiles
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VALS plus Media Quintile
Index
VALS: M21-39 who go to bars or play pool once a week & who
follows trends/ fashions or likes to be in charge of a group or
likes to lead others
160
140
120
100
80
60
40
20
0
Magazine
Newspaper
Heavy
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Radio
Heavy-to-Medium
TV
Medium
Internet
Medium-to-Light
Outdoor
Light
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Rationale
• What kinds of vehicles Match this target? Why?
• Justify with Index numbers, Percentages from MRI
and/or Simmons
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Magazines- which titles?
Radio-which formats
TV- which programs types; which specific programs
Cable- which specific channels
Newspapers – National- which ones? Local- Why?
Internet, OOH, Direct Mail – get secondary sources
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Media Research rationale
Source: MRI, Doublebase, 2006
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Media Plan Development
• Tactics: Fine-tuning actions to be taken
- After strategy is determined, the implementation
of the media plan begins
● These subsequent decisions are referred to as tactics
- Selection of vehicles in which to place ads
- The number of ads to be placed in each vehicle
- The size of each ad
- Specific positioning
Example: Make reservation; Meet at 8:30 at Chili’s;
Check for specials
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Media Plan Development
Objective
•M21-39
•Market (s)
Who, Where, When, How Much
•June Launch
•Reach 50% 5+times
•Budget
Strategy
Television, Radio,
Internet, Out-ofHome
What
How
Tactics/Rationale
Relevant programming,
Prime, Sports Adj., Cable
TV, All Day radios,
Banners, email blasts, non
traditional OOH
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Negotiate & Implement
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Media Plan Development
• Make specific media recommendations
- The specific plan should show
● Media to be used
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Length/Size of commercial units
Amount of each medium
Costs
Specific scheduling of the media (flowchart)
Budget recap
Next steps
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Appendix
Advantages/DisadvantagesNetwork Television
Advantages
Disadvantages
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National coverage (Regions Available)
Visual-Audio demonstration
In-Program positions
More efficient than spot TV (more
impressions per advertising dollar),
depending on geographic
comparisons/objectives
● High attention levels
● Easily implemented
● Both selective and mass markets may
be reached
High total cost
Short life messages
Early commitments required
Clutter
Not flexible
- Sports: primarily male
- Saturday mornings: children
- Special event, comedies, etc:
many age groups
- Day: woman
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Advantages/DisadvantagesSpot Television
Advantages
Disadvantages
● Visual-Audio demonstration
● High Reach/Impact
● Efficient (but not as efficient as
network TV)
● Easily implemented locally
● Heavy-up availability
● Spending can be related to sales
potential
● Flexible in terms of varying weight
levels
● High total cost
● Short life messages
● Commercial placement adjacent to
programs
- Timing/Programming
● Scheduling/Program alternatives
- End of week (heavier shopping
day)
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Advantages/DisadvantagesCable Television
Advantages
● Visual-audio demonstration
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Efficient (Network Cable)
Lower out-of-pocket cost
Greater demographic selectivity
Geographic flexibility (spot cable)
High frequency
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Disadvantages
● Local cable is not measured
- High cost per prospect
● Low reach (65% penetration)
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Advantages/DisadvantagesTelevision Dayparts
Advantages
Disadvantages
● Daytime TV
● Daytime TV
- Efficient delivery of women
- Coverage of the full-time, large family
household
- Frequency of message weight
- Relatively high concentration of female viewers,
indicating interest in programming specifically
for women
● Fringe TV
- Provides coverage of working women
- Delivers the prime prospect when she is paying
greater attention (particularly late fringe)
- Frequency of message weight
● Primetime TV
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Provides broad awareness/reach quickly
Provides an attentive audience
Coverage of working women
Provides desirable program environment
All-family audiences
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- Relatively low potential reach when used
alone
● Fringe TV
- Expensive
● Primetime TV
- Expensive
- High Clutter
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Advantages/DisadvantagesRadio
Advantages
Disadvantages
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● Not visible
● Limited reach potential/many
stations in market
● Fleeting messages
● Cluttered medium
● Background medium
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High frequency
Efficient
Demographic selectivity
Local personalities for
commercials/implied
endorsements
Good support medium
Excellent for mobile populations
due to car radios
Low out-of-pocket cost
Good for price offers
Immediate availability
Promotional
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Advantages/DisadvantagesConsumer Magazines
Advantages
● National coverage
● Demographic selectivity
- Diversity of editorial formats
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Geographical flexibility available
Visual presentation
Superior reproduction (4-color)
Prestigious/Authoritativeness
Longer life
Higher readership/Issue (pass-along
audience)
Coupon vehicle (pop-ups/on page)
Can offer compatible editorial
environment
Merchandisable
Controlled circulation may pinpoint a
Audience
Disadvantage
● Longer lead time (generally 1-3
months)
● Lack of immediacy
● Slow build of audience
● Regional positions (usually back of
book)
- Profession/Occupation
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Advantages/DisadvantagesOutdoor
Advantages
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Broad reach/impact
Visual presentation of product to consumer
Good support/reminder medium
Localized advertising through the use of snipes
High frequency
Geographic flexibility
High summertime visibility
Around the clock exposure (lighted panels on
main thoroughfares)
Good for simple copy/product identification
Point of retail medium
Immediate
Strategic board locations
Disadvantages
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Limited to simple message
Recall questionable
A relatively high cost medium
Production costs are high
Competes for attention with other things
such as traffic, scenery, etc…
● Zoning restrictions
● No target ability
- Ethnic coverage
- College students
● Merchandising services
● Often longer exposure than contract period
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Advantages/DisadvantagesNewspaper
Advantages
Disadvantages
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● Reproduction limitations, particularly
color
● Short life
● Cost of buying national coverage is
high
● Small pass-along
● National rates are higher than retail
rates
● Standardization of newspaper
formats
● Limited target ability
● Difficulty in controlling position
Immediate/Timely
Coupon vehicle
Visual presentation of product
Local impact
Environment (Travel section)
Longer copy platform
Opportunity for retail tie-ins
Color availability
Easily implemented locally
Merchandisable
Offers scheduling alternative
- Best Food Day
● Short lead time
● Price/message medium
● Reach
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Advantages/DisadvantagesSunday Supplement
Advantages
Disadvantages
● Local market impact with a
magazine format
● High readership
● Visual presentation of product
● Coupon vehicle
● Environment
● Color availability
● Longer copy platform
● Reach
● Longer lead time (generally 6
weeks)
● Difficult/Expensive to implement
locally
● Higher CPM
● Small pass-along
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Advantages/DisadvantagesTransit
Advantages
Disadvantages
● Mass coverage of large
metropolitan areas
● High frequency medium
● Relatively efficient
● Point of purchase medium
● Strong ethnic and income
segmentation
● Merchandising support
● Message space is limited
● Competes for attention with
other things such as traffic,
scenery, etc…
● Recall questionable
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Advantages/DisadvantagesDirect Mail
Advantages
Disadvantages
● A very select medium
● Response to advertising is easy
to check
● A personal medium
● Geographic and production
flexibility
● Savings possible when direct
mail is inserted with bills (retail)
● Can be very expensive
● Accuracy and completeness of
mailing list
● Delivery date may vary from
person to person
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