ADVERTISING: The Media Plan

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ADVERTISINGThe Media Plan
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Developing the Media Plan
1. Analyze the Market
2. Establish Media Objectives
3. Develop Media Strategy
4. Implement Media Strategy
5. Evaluate Performance
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Target Market Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage Exceeding Market
Target Market
Partial Coverage
Full Coverage
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Media Terminology

• Reach - The number of audience members reached at
  least once (per week).
• Frequency - The number of times a receiver is
  exposed to the message per time period (week).

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Reach
Unduplicated Reach of Both
Duplicated Reach of Both
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Frequency

• 1. Three exposures are best.
• 2. More exposures work, but at a decreasing rate.
• 3. These principles are consistent across media.
• 4. Wearout may depend on the message.

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Maximizing Effectiveness
Reach
Frequency
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Frequency Creative Factors

• Message complexity
• Message uniqueness
• New vs. continuing campaigns
• Image versus product sell
• Message variation
• Wearout

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Frequency Media Factors

• Clutter
• Editorial environment
• Attentiveness
• Scheduling
• Number of media used
• Repeat Exposures

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Managerial Approaches to Budget

• Factors Influencing the Budget Decision
• Market Size
• Market Potential
• Market Share Goals
• Economies of Scale in Advertising
• IMC Tools

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Ad Spending and Share of Voice
Decreasefind a Defensible Niche
Increase to Defend
High
Competitors Share of Voice
Attack With Large SOV Premium
Maintain Modest Spending Premium
Low
High
Low
Your Share of Market
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Scheduling Options
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Scheduling

• What products should be scheduled
• Continuity?
• Flighting?
• Pulsing?

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Comparing the Cost of Media
Cost per rating point (CPM)
Cost of commercial time
CPM
1000 viewers
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Exercise Comparing Costs 1

• Option 1 Wheel of Fortune
• Cost 9,000
• Viewers 134,000
• CPM?
• Option 2 Jeopardy
• Cost 8,050
• Viewers 111,000
• CPM?
• Which is the better buy?

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Exercise Comparing Costs 2

• Option 1 Wheel of Fortune
• Cost 5,000
• Viewers - Women 18 68,000
• CPM?
• Option 2 Jeopardy
• Cost 4,050
• Rating - Women 18 91,000
• CPM?
• Which is cheaper way to reach women?

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Software

• Used to optimize media buying
• helps with scheduling
• minimizes cost, waste
• optimizes frequency
• e.g., Media Flight Plan
• IMC Suite

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New Trend

• November 18, 2002 - Strategy Media
• Media auditing comes to Canada'Would you really
  just hand over 50 million Patti Summerfield
• Today's new emphasis on media buying
  accountability is spawning a North American
  interest in a practice that's been common in the
  U.K. and Europe for decades - media auditing, or
  third-party examination of media buys.

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Bottom line

• The main GOAL of Media Planning
• is to find the most EFFICIENT
• means to reach the target audience
• Not always the lowest !

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Quote of the day

• The value of an ad is in inverse ratio to the
  number of times it has been used.
• Raymond Rubicam
• (Rubicam and Young)