Offering Media Alternatives

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• Offering Media Alternatives

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Evaluating and Selecting Media Vehicles

• TV
• Target audience
• Rating
• Share
• Dayparts
• Reach
• Frequency
• CPP/Sec
• Advertising clutter
• Channel reputation
• Ad position
• Available discounts

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TV SWOT Analysis
Strengths

• Builds relationships with audience, has impact
  on different emotions audial, visual and dynamic
• Increases brand awareness because it provides
  fast and high level of reach.
• Has effect in a short period of time
• Persuasive medium
• Part of home and have high impact within home
• Measurable

Weaknesses

• High production cost
• High clutter
• Waste investment for small sized target audiences

Threats
Opportunities

• Rise of digital media
• Intense usage of competitors from the same
  product category

• Sponsorship opportunities
• Provides customized content for focused target
  audience

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Evaluating and Selecting Media Vehicles

• Print
• Reach
• Net Sales
• Target Market
• Pass-along readers
• CPT
• Editorial features
• Special editions
• Color reproduction
• Geographic flexibility
• Positioning opportunuties
• Advertising clutter and product protection
• Advertising copy checking and product
  restrictions
• Response to coupons, information or recipes
• Available discounts

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Evaluating and Selecting Media Vehicles

• Print Contd...
• Writing tone
• Reader respect
• Leadership in media class
• Believability

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Newspaper SWOT Analysis
Weaknesses

• Strengths
• Give detailed information
• Immediacy
• Trustworthy relationship with newspaper/ trust
  attribution to brand
• Regional flexibility in most of the countries
• Reach in a short period of time
• Flexibility in size, format and use of space

• Possibilty of low production quality
• Short shelf life
• High cost in the use of big and colorful
  advertisements

Opportunities
Threats

• Fragmanted audiences
• Circulations of some newspapers do not depend on
  sales
• Clutter

• More target group oriented through the
  increase on newspaper sections and supplements
• Complementary of other media
• Provide more impact and recall for large sizes
• Loyal readers of specific publications

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Magazine SWOT Analysis
Weaknesses
Strengths

• Not easy to use as much as TV after making
  decision
• Slow in building reach

• High reader participation for particular
  magazines/ interactivity
• Relationship identified with the magazine
• Long-lived messages
• Detailed visual usage More detailed information

Threats
Opportunities

• Clutter
• Variety and plurality of magazines

• Coupon distribution for database support
• Being subject-oriented travel, music, cinema,
  sport
• Adaptation of visual changes into the magazine
  content
• Relationships through sponsorship, PR and
  advertorial content
• Sampling

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Evaluating and Selecting Media Vehicles

• Radio
• Target audience
• Format
• Reach
• Radio listenership
• Ad position
• Second price

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Radio SWOT Analysis
Strengths
Weaknesses

• High reach in breakfast time
• Personal contact through favorite DJs and the
  programs with high participation
• Flexibility
• Ability to reach in a short time
• Provides frequency

• It can be background medium
• Easy to be distorted, impossible to go back
• Limited measurability
• Difficult to have a long term reach

Opportunities
Threats

• Special sponsorship opportunities Breakfast
  time
• Completing each other with TV a good way to
  extend campaign duration with low budget
• Opportunity to broadcast your advertisement
  before shopping time
• Thematic channels for niche target audiences
• Regional flexibility
• Opportunity to listen in the car

• Fragmentation
• Clutter

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Evaluating and Selecting Media Vehicles

• Cinema
• Ticket sales
• CPT
• Target audience
• Popularity of the films
• Places of the movie theaters
• Ad position

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Cinema SWOT Analysis
Weaknesses
Strengths

• Low level of reach in total

• High impact
• Young audience
• Long-term use

Opportunities
Threats

• Cinema packages
• Foyer activities
• Product placement in movie theaters

• Video s and DVDs

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Evaluating and Selecting Media Vehicles

• Outdoor
• Visibility
• Traffic flow
• Place
• Target audience
• CPT

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Outdoor SWOT Analysis
Weaknesses
Strengths

• High impact
• Closeness to point of sale
• Branding medium
• High level of reach and frequency

• Long preparation phase
• Expensive
• Difficult to measure
• No detail in advertisements
• Difficulty in focusing a specific target
  audience

Opportunities
Threats

• Used for competition
• Difficulty in evaluating its impact

• Creative application opportunities
• Innovation
• Special printing techniques
• Improvement of material quality

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Ambient Media

• New breed of out-of-home products and services
  determined by some as non-traditional or
  alternative media.
• Can be used in conjunction with mainstream
  traditional media, or used equally effectively as
  a stand-alone activity.
• Ambient media in a larger scale define the media
  environment and the communication of information
  in ubiquitous and pervasive environments.
• Good for brand awareess and top of mind recall
  within target audeinces.
• Ambient media can produce mass attention in
  centralized locations, or directly interact with
  consumers during normal every day activities.

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Ambient Media Examples

• Backs of car park receipts
• Hanging straps in railway carriages
• Handles of supermarket trolleys
• Projecting huge images on the sides of buildings
• Slogans on the gas bags of hot air balloons
• .

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Evaluating and Selecting Media Vehicles

• Internet
• Target audience
• Impression
• Click through rate
• CPT

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Offering Different Alternatives

• You can offer different alternatives to your
  client in media strategy and planning. These
  alternatives are
• Spending more money
• Spending less money
• Changing targets
• Changing media
• Translating the results of test markets

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• Making the Media Buys

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Key points in media buying and negotiation

• Negotiation Skills
• Media dynamics
• Objective of the buy
• Costs vary
• History of buying
• Media trends
• Good relations with media representatives
• Fair negotiation
• Last-minute opportunities
• Added value
• Mutual respect

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Types of Media Buying

• Cpp/sec. or GRP based
• Package
• Bulk buying
• Stand by
• Barter

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Weighting

• Geographic weighting
• Ex Budget100.000USD
• Sales Region Budget Allocation
• 30 Marmara 30
• 20 Iç Anadolu 20
• 20 Ege 20
• 15 Akdeniz 15
• 10 Karadeniz 10
• 5 Dogu Anadolu 5
• Media rates
• Shares of each channel
• Ex Shares of three big channels in 2007
  (Jan-Mar)
• share either GRP or budget
• Kanal D 35 350GRP 35.000USD
• Show Tv 35 350GRP 35.000USD
• Atv 30 300 GRP 30.000USD
• Total 100 1000 GRP 100.000USD
• Share of voice Percentage of total advertising
  weight for each brand.

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Factors in determining the size of an advertising
budget

• Assesing the task of advertising
• Long and short term goals
• Profit margins
• Degree of product usage
• Difficulty in reaching target markets
• Frequency of purchase
• Effect of increased sales volume on production
  costs
• New product introductions
• Competitive activity

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Setting the budget

• Main issues to know while setting the media
  budget
• Beginning of the marketing year
• Net budget
• Gross Budget includes agency commission and VAT.
• Gross BudgetNet BudgetAgency Com.VAT

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How much money is available for media?

• Ex The client says they have 200.000USD. The
  budget is gross. What is the net budget?(AC is
  15 including media agency and creative agency
  commission)
• Net Budget 200.000/1.15/1.18147.383USD

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How much money is available for media?

• Ex The clients gross media budget is 75.000USD.
  What is the net budget?(AC is 3 including only
  media agency commission)
• Net Budget 75.000/1.030/1.1861.700USD

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How much money is available for media?

• Ex Media planners net newspaper budget is
  25.000USD. What is the gross budget for the
  client?(AC is 3,5)
• Gross Budget 25.0001.0351.1830.532USD

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Calculating Budgets of Each Medium

• Measured channel
• Tv Budget cpp/sec. x GRP x Avg. Film Sec.
• Example We are planning to get 800GRP in one
  month. Our cpp/sec. is 6,8USD, and our avg. film
  length is 15sec.What is our tv budget for
  measured channels?
• Tv budget 6,8 x 800 x 1581.600USD

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Calculating Budgets of Each Medium

• Non measured channel
• Tv Budget sec. price x Avg. film length x of
  spots per day x of days for non measured
  channels
• Example We are planning to use NTV for 30 days
  with a 30 sec. advertising film. Second price for
  NTV is 7USD, and we will use 4 spots per day.
  What is the budget for NTV?
• Tv budget for NTV 7 x 30 x 4 x 3025.200USD

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TV Planning and Buying

• Issues to be considered
• Ratings
• Target audience
• Content
• Cpp/sec, sec. price
• Packages

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Calculating Budgets of Each Medium

• Newspaper Budget price of one clm.cm. x clmcm
  x of insertions
• Example We will use Hurriyet in our plan. One
  clmcm for Hürriyet is 30USD. The size of our ad
  is 5clm25cm. We will have 2 insertions in
  Hurriyet. What is the budget?
• Budget 30 x 125 x 27500USD

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Newspaper Planning and Buying

• Issues to be considered
• Circulation and net sales
• Target audience
• Clmcm price, CPT
• Frequency
• Days

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Calculating Budgets of Each Medium

• Radio Budget second price x radio spot second x
  of spots per day x of days
• Example Sec. price for Power Fm is 10USD. We
  have a radio spot for 30sec. Our plan is using 5
  spots per day for 20 days. What is the radio
  budget?
• Budget10 x 30 x 5 x 20 30.000USD

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Radio Planning and Buying

• Issues to be considered
• Listenership rates
• Target audience
• Second price
• Frequency
• Days

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Calculating Budgets of Each Medium

• Outdoor Budget unit price x no of bb. x of
  weeks
• Example One billboard costs 50USD for one week
  in Istanbul. We will buy 500 billboards for 2
  weeks. What is the budget?
• Budget50 x 500 x 2 50.000USD

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Outdoor Planning and Buying

• Issues to be considered
• Reliability of the media seller
• Follow of media rents
• Follow of taxes

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Calculating Budgets of Each Medium

• Internet budget cost per thousand for planned
  impressions(planned number of impressions/1000)
• Example Cost per thousand impressions in
  Superonline movies web page is 2USD for a 300250
  pixel banner. What is the budget if we plan to
  get 1.200.000 impressions from this page?
• Budget 2(1.200.000/1000)2.400USD

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Calculating Budgets of Each Medium

• Example We will advertise for Algida Magnum in
  May. Media mix we are planning to use is as
  follows
• TV Measured channels with 7,8USD cpp/sec,
  850GRP, 30 sec advertising film Non measured
  channels with 10USD for one second, 4 spots per
  day for 30 days.
• Outdoor 200 Billboards for two weeks. Unit
  price for one billboard is 50USD
• Radio Spot length30 sec, one sec. price5USD,
  15 days, 5 spots per day
• Newspaper 4clmn25cm ad, 48 USD per one
  clmncm, 5 insertions
• What is our gross budget for Magnum in May if the
  agency commission is 3?

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Calculating Budgets of Each Medium

• Calculating the budget of each medium
• TV Measured channels 7,8USD x 850GRPx 30sec.
  198.900 USD
• Non measured channels 10USD x 30sec. x
  4spot x 30days 36.000 USD
• Outdoor 200billboards x 50USD x 2weeks 20.000
  USD
• Radio 30sec x 5USD x 15days x 5spots 11.250
  USD
• Newspaper 4clmn x 25cm x 48 USD x 5 insertions
  24.000 USD
• Total net budget 198.900 36.000 20.000
  11.250 24.000 290.150 USD
• Gross budget 290.150 x 1,030 x 1,18 352.648
  USD

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Thank you