Media Planning

1
Media Planning
Client provides relevant information to agency in
the form of a media brief.

• Market Profile
• Brand Media Profile
• Competitor Media Usage

• Target Market Profile
• Media Objectives
• Budget

2
Media Planning Process
Marketing Plan
Advertising Plan
Creative Plan
Media Objectives
Media Strategies
Media Execution
3
Media Objectives
Who is the target market? What is the
message? Where are the priority markets? When is
the best time to advertise? How many, often,
long?
4
Media Strategies

• Numerous factors are considered for achieving
  objectives
• Target Market
• Nature of Message
• Reach, Frequency, and Continuity
• Market Coverage

5
Media Strategies

• Numerous factors are considered
• Timing of delivery
• Competitor media usage
• Media alternatives
• Budget

6
Target Market Media Strategies
Shotgun
Profile Match
Rifle
7
Balancing Strategic Variables
Reach How many? Frequency How
often? Continuity How long?
How flexible is the plan? Can it be altered?
8
Reach
The total unduplicated audience exposed to a
message one or more times in a period
(week). Reach can be expressed as individuals or
households
9
Reach Formula
Reach households tuned in
households in area 50,000
250,000 20
10
Frequency
The average number of times an audience is
exposed to a message over a period of time (week).
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Frequency Formula
Frequency Total Exposures
Reach 250,000
50,000 5.0
12
Continuity
The length of time required to generate impact on
a target audience.
13
Gross Rating Points
GRPs refer to the weight of a media schedule
against a pre-determined target audience. GRP
Reach () x Frequency 50 x 3.5
175
14
Impressions
Impressions, or total exposures, are the total
number of commercial occasions multiplied by the
total target audience potentially exposed to each
occasion.
15
Impressions Formula
Impressions Reach x Frequency
500 000 x 4
2 000 000
(Reach the number of individuals or households)
16
Media Coverage
Identifying the number of markets where
advertising will occur.

• National
• Regional
• Key Market
• Selective

17
Advertising Flights
Continuous Spending
Weight (GRPs)
J F M A M J J A S O N D
Flighting Various weight levels
Weight (GRPs)
J F M A M J J A S O N D
8.10
18
Scheduling Options
Skip
Even
Seasonal
Pulse
Build-up
Blitz
19
Media Alternatives
Television Radio Newspaper Magazines Out-of-Home D
irect Response Internet

• Assess pros and cons of each
• Identify primary and secondary media
• Budget is key influence

20
Budget Influence on Media Strategy
Large Budget
Small Budget
Reach Frequency Continuity Coverage Timing Media
Type
Media Mix Primary and Secondary Media
Selective Media Usage
21
Media Selection Process
Newspaper Television Outdoor
Radio Magazine Transit General Mens
or Specific Interest Womens
Interest Time, Macleans
Chatelaine, Can.Business
Type
Class
Specific Medium
22
Media Execution

• Media Scheduling and Budgeting (Blocking Chart)
• Media Buying (Negotiation)

23
Agency Role in Media Planning
A media director oversees staff responsible for
developing the plan and selecting, scheduling,
and buying time and space. Computers play a key
role in media planning.
Pre-buy Analysis
Estimated audience deliveries in a schedule
Post-buy Analysis
Actual audience deliveries
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Factors Influencing Budgets

• Customer Characteristics
• Degree of Competition
• Product Life Cycle
• Management Attitude

25
Budgeting Methods
1. Percentage of Sales 2. Fixed Sum per Unit
Sold 3. Industry Average 4. Task 5. Share of
Advertising / Share of Market