online media planning service

MEDIA OBJECTIVES, STRATEGIES AND PLANNING

ONLINE MEDIA PLANNING SERVICE

Design | Development | Marketing

MEDIA QUESTIONS

Two basic processes:

1. Planning media strategy, including the specific types of consumers/audiences the messages will be directed to.

2. Selecting and Buying media vehicles.

Media planning is both an art and a science. An essential part of the advertising business.


MEDIA QUESTIONS

Where should we advertise?

Which media vehicles?

When during the year?

Should we concentrate our advertising?

How often should it run?

What opportunities are there to integrate our media planning with other Promotion or Communication tools?



Planners direct the messages to the right people at the right time in the right environments.

TV: Networks, syndication, local, cable, satellite.

National, Regional and Local issuesNon traditional: In flights, parking

meters, blimps, shopping carts, milk cartons,litter cans, taxis, sponsorships.



Increasing media choices and options

Audience fragmentation

Costs and rate hikes

Multimedia, and interactive

Diverse audiences

And more


Broadcast TVCable TV (Limited)Movies/Cinema Adv.AM/FM radioReel to Reel tapeTelephonePostal MailNewspapersMagazines (9K)Books

1966: 24 hours a day2006: 24 hours a day

Broadcast TV, Cable TV, Pay TV, VODSatellite TV and RadioMovies/Cinema Adv.AM/FM radioTelephone and Mobile phonePostal MailNewspapers, Magazines (17K titles)CD, cassette, MP3, VCR, DVD, PVRInternet and web, including email,

web browsing, PC gaming, Music downloading, P2P

PDA’s, Pagers, Console and Game Devices

COMMONLY AVAILABLE MEDIA VEHICLES 1966 VS. 2006



Major Factors:1. Target Market. Whom are you going

to sell to?Demographic, geographic and psychographics characteristics

2. Where is product or service distributed?

Local, regional, national or selected marketsRemember BDI and CDI’s



3. What is Budget?Percentage of salesShare of market and Share of VoiceObjective and TaskUnit of Sales and Case RateCompetitionTest MarketExperimentalComputer modelingAffordable and Available Funds


MEDIA OBJECTIVES, STRATEGIES AND PLANNING4. What is Competition Doing? Budgets Which Media? Which Schedules? And more


MEDIA OBJECTIVES, STRATEGIES AND PLANNING5. Nature of Message? Electronic/Broadcast Print Color/B&W Demonstration Simple Statements



6. Reach vs.

Frequency vs.

Continuity (Continuous Schedule)



Frequency

Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.



Continuity/Continuous Schedule

Advertising runs steadily and varies little. Compare with:

Flighting and Pulsing with scheduling



Rating (RTG or %):

The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.



RATING = households tuned in to a given program all households with television

SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT)(more simply: share measures the percentage of all TV sets in use watching a particular program)

Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore:400,0001,000,000 = .40, or a rating of 40At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is

Share = 400,000 800,000 = .50, or a rating of 50If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.


MEDIA OBJECTIVES, STRATEGIES AND PLANNING7. Media Mix Combination of different media, and size of ads Which Media? Which Schedules? And more


MEDIA OBJECTIVES, STRATEGIES AND PLANNING8. Seasonality and Length of Schedule? Hot tea vs. Cold tea? Snow blowers, toothpaste, coffee. Morning Drive and Evening Drive Flighting Pulsing



9. Tie-ins with Merchandising and Sales Force?

Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets.

Which Media?Events

Super Bowl Academy Awards Sports

Which Schedules?And more



Where? 56.9% of media exposure

took place in the home, but 21.1% took place at work, 8.3% in the car and 13.7% in other locations.


MEDIA OBJECTIVES, STRATEGIES AND PLANNING10. FLEXIBILITY

PromotionPromotion

BudgetsBudgets

Clo

sing

Dat

es

Clo

sing

Dat

es

Specials

Specials Com

mitm

ents

Com

mitm

ents

4P’s4P’s and and 7P’s7P’s

Com

petit

ion

Com

petit

ion MixMix

Tar

get

sT

arg

ets

MessagesMessages

Timing

Timing

MessagesMessages

Continuity

Continuity

Rea

chR

each

Frequency

Frequency


MEDIA OBJECTIVES, STRATEGIES AND PLANNING11. Cost Efficiencies Which Media? Which Schedules? Which Vehicles?


MEDIA OBJECTIVES, STRATEGIES AND PLANNINGAdvertising is an investment in future sales.

It’s greatest powers are in short-term promotions and its cumulative long-range effects.

And more


CONTACT


http://marketing.clicksbazaar.com/online-media-planning

http://www.clicksbazaar.com | [email protected]


online media planning service

Technology

media objectives

planning media strategy

media questions

media choices

available media vehicles

planning planners

planning rating rtg

tv households