part 4 principle: media in a world of change copyright © 2015 pearson education, inc. publishing as...

Chapter 14: Media Planning and Negotiation

Part 4Principle: Media in a World of Change

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

1. What is a media plan?

2. What are the four steps in media planning and why are they important?

Questions to Explore


How are Media Plans Created?


Media planners are in the connection business.

Their work connects brand messages with customers and other stakeholders.

They identify and activate the points of contact where brand messages touch consumers and engage their interest.


How are media plans created?

Media decisions may be the hub in the advertising wheel. Why is this so?

Media costs are often the biggest element in the marketing communication budget.

If the right media aren’t in play, no matter how great the message, nobody sees or hears it.


Media engagement research

Media sources

1. Client information2. Market research3. Competitive advertising expenditures4. Media kits5. Media coverage area6. Consumer behavior reports


Media engagement research

Key Steps in Media Planning


The media plan is a written document that summarizes objectives and strategies that guide how media dollars will be spent.

The goal is to find the most efficient and effective ways to deliver messages to a targeted audience.


The media plan

Media plans are designed to answer:

1. Who (target audience)2. What for (objectives)3. Where (the media vehicles used)4. Where (geography)5. When (time frame)6. How big (media weight)7. At what cost (cost efficiency)


The media plan

Identifying the target audience is a key decision.

The idea is to select media vehicles that: ◦ are compatible with the creative executions◦ whose audiences best match those of the brand’s

target audience.

The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message.


Step 1: Target audience

Media objectives describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

The reach objective Reach is the percent of different people exposed to

the message. Targeted reach is the percentage of a vehicle’s

audience that matches the brand’s target market. Wasted reach is the number of people in the

vehicle’s audience who are neither customers nor prospects.


Step 2: Communication and media objectives

The frequency objective Frequency refers to the repetition of message

exposure.



Effective frequencyHere, you add frequency to reach until you get to the level where people respond.

Media wasteWhen additional media weight ceases to increase the response, it produces waste.



This involves decisions and tools that help identify the best way to deliver the brand message.

Regardless of the budget, the goal is to reach the right people at the right time with the right message.

Media strategy is the way media planners determine the most cost-effective way to reach the target audience and satisfy media objectives.


Step 3: Media strategies

Media mix selection Most brands use a variety of targeted media

vehicles, called a media mix, to reach current and potential customers.

Using a media mix distributes the message more widely; media has different audience profiles.

Ask yourself: ◦ What media will deliver what effects? ◦ Can I reinforce and extend those effects with a mix of

media?



Geographical strategies A heavy-up schedule is advised in DMAs where

the product is available or projected sales are higher.



Scheduling strategies Aperture refers to when consumers are most receptive to a

brand message. The goal is to reach the right people at the right time with the right message.

This billboard illustrates a message delivered at the right time and the right place.



Timing strategies: When to advertise? ◦ Seasonality, holidays, days of the week, time of day.◦ Lead time: time between thinking about purchase and

purchasing.

Duration: How long? ◦ If the period is too short, the message may not have

sufficient impact.◦ If the period is too long, the ads may suffer from wearout.

Continuity: How often?◦ Refers to how advertising is spread out over the campaign.◦ A continuous strategy spreads ads evenly over campaign

period.



Pulsing strategyAdvertising is intensified (peaks) before an aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity.

Flighting strategyAlternating periods of intense advertising activity (bursts) and no advertising (hiatus).



Size and position strategies◦ Based on advertising objectives.◦ Correct message size and length must be determined for

each medium.

Media weighting◦ How much to budget in each DMA or region and for each

target group.◦ Used with seasonality, geography, audience segments, or

level of brand development by DMA



Media plans are driven by accountability.

Media departments are no place for guessing. With millions – even tens of millions – of dollars at stake, clients want hard data showing what their budgets are being well spent.


Step 4: Media metrics and analysis

part 4 principle: media in a world of change copyright © 2015 pearson education, inc. publishing as...

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