Advertising Media

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Advertising Media

• Whats it all about?

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Note to the Presenter

• 60 Slide Presentation for a one hour preso will
  need to be trimmed down
• OMD and CARAT provided the case studies
• Feel free to adapt this to better suit your needs
• There are no animation/transition builds
• Any questions, please contact Carol Morris at the
  MFA on 9583 9610.

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Agenda

• An overview of the industry
• Structure
• Roles
• Process
• Case Studies
• Career Tips

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What is Advertising Media?

• No..it is not journalism
• No..it is not putting crosses in boxes
• No..it is not a back room job that is
  dictated by the creative team
• No..it is not an admin room linked with
  the finance department

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So what then?

• The engine room for generating great ideas that
• determine who best to target for an advertising
  message
• how to reach them most effectively
• by deciding the most appropriate mediums to use
• how best to use these mediums
• where and when the message will have more impact
  and influence

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and.

• Helps to shape the direction for the advertising
  campaign
• By providing a more in-depth understanding of the
  consumer/target
• Provides the direction for the creative brief in
  terms of media usage
• Maximising the value of investment for the
  Advertiser
• Being responsible for around 80 of a marketers
  budget means ensuring great deals, great
  placements and lots of added value

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Did you know.?

• In excess of 8 billion is spent on advertising
  placement in Australia
• Within an hour, there is an average of 13 minutes
  of advertising on television
• Australia has the highest number of magazine per
  capita
• We have over 225 commercial radio stations
• On an average weekday Australians spend 3.2
  million buying daily newspapers

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The landscape isnt what it use to be
Quality of usage is the key
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2003 Share of Spend
8 Billion
Total market Expenditure 8,096,424,000
Source CEASA Yr ending 31 Dec 2003, excluding
classifieds directories
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Total Spend 93-03
Over the last 10 yrs overall industry spend
excluding 2000 has increased annually by an
average of 5.8
(000s)
Source CEASA Yr ending 31 Dec 2003, excluding
classifieds directories
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In essence, our role is

• To keep abreast of the continuing trends
• Research well
• Make sound judgements based on fact, history and
  predictions
• Invest wisely
• To never assume what worked last time will work
  next time
• To be one step ahead of the market
• Be innovative
• To keep our clients happy
• Have fun doing it

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The MFA

• An industry body set up in 1997 to represent the
  interest of Advertising Media Companies
• The MFA has 17 Media Agencies members who are
  responsible for over 80 of media billings in
  Australia.
• The MFA provides a common platform to discuss and
  resolve issues facing the industry today and in
  the future.
• Education and Training is high on our agenda

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Scholarship Programme

• Aimed to provide a REAL working experience
  within an Advertising Media Agency.
• The goal was to identify potential new talent
  and to provide a career opportunity at an entry
  level position.
• A 13 week programme funded by an Agency
• Call for entries promoted in October,
  applications due November with placements made
  in January

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Scholarship Programme

• You get to
• Attend training sessions
• Go on media tours
• Perform the duties of a Media Assistant in a
  designated group
• Be evaluated throughout the 3 months
• Receive a Certificates awarded to all those
  scholars that completed the programme
• Hopefully enjoy it so much and do such a great
  job that you get to stay on permanently (if a job
  exists)
• Details registered on our website
  www.mediafederation.org.au

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MFA Members
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Our 2004 Scholars

• 85 of our 2004 Sydney scholars were offered and
  accepted a permanent position within the Industry

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Structure
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The Business Structure

• Media independents .
• Largely Global companies
• Offering full media service to advertisers
• From communication strategy though to buying
• Has the ability to offer only a specific function
  as well
• Full Service Agencies
• A Media Department housed within an Advertising
  Agency
• Specialist
• Offering a dedicated service of either Strategic
  Planning functions or Buying

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Client Bundling

• An advertiser may use 4 different creative
  agencies to manage different brands/products
• Global brand alignments are common
• May combine all company media spending into one
  Media Agency
• Greater negotiation clout
• Better opportunity to manage total portfolio
• May choose two Media Agencies
• One to do the strategic planning (may want to
  align with the creative agency
• One to do the negotiation and buying (still
  leveraging total company spend)

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Who Media people speak with

• Internally
• Ensuring total transparency at all stages is
  vital
• Key players to be kept in the loop on critical
  decisions such as mediums, timings etc
• Creative
• Account Service
• Strategic Planning
• Research
• Production
• Finance / IT

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Who Media people speak with

• Externally
• In many cases a Media Agency will need to work
  closely with another Media Agency it must be
  collaborative not competitive to get the best
  results
• Key partners may include
• Client
• Media Sales team
• Media traffic team
• Media Agency team
• Creative Agency team
• Research suppliers
• Any other company associated with the
  brand/product
• (PR, Event Marketing, Sales, Online etc)

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Roles
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Resource Structure
Chief Executive Officer
Managing Director (or Business Manager, Client
Service Director)
Group Head
Strategist
Buying Manager
Buyer
Planner
Assistant
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Responsibilities

• Client Servicing
• Client relationship
• Brand management and partnership
• Portfolio management
• Media training
• Media relationships
• Creative agency liaison
• Strategic
• Target and consumer insights
• Media Channel connections and recommendations
• Strategic development and innovations
• Implementation Planning
• Competitive analysis

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Responsibilities

• Investment
• Media Negotiations
• Media Buying
• Benchmarking historical performance tracking
• Optimising
• ROI Modelling
• Research
• Introduction, interpretation and maintenance of
  proprietary and syndicated research
• Outputs
• Financial
• Invoicing
• Budget Management
• Contract control

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Career Path
Client Services Director/ Strategy
Director/ Implementation Director
10-15yrs
Client Services Manager
8-10yrs
Strategist or Buying Manager
5-8yrs
4-5 yrs
Planner Buyer/Buyer
Buyer
2-3 yrs
Assistant
1 yr
Titles vary by agency however roles are generally
the same.
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The Process
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A generic view
Brief

• Variations apply depending on the nature of the
  client and the processes that each agency adopts.
  
• .

Strategic Idea
Strategic approval
Implementation Ideas
Implementation Approval
Buying Negotiating
Monitoring
Invoicing
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Brief

• The Advertiser produces a brief which will
  include things such as
• What they are aiming to achieve from their
  advertising campaign
• Information about their brand/product/service
• Research information about their market, product,
  consumers
• What markets they need to cover
• What results they are expecting to achieve
• How much money they have to spend
• What they have done in the past and how it worked

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The Strategy

• Investigation and insights
• Target audience profile
• demographic/psychographic
• behavioural patterns
• relationship with the brand/media
• Competitive analysis and opportunities
• Recommendations include
• A strategic concept
• Medium(s) to use based on relevance and impact to
  target audience, ability to meet the objectives
  and value in terms of providing the best
  environment
• The effort required in each medium (ie TV to
  reach 60 of the target at least 2 times)
• Broad timings for each medium
• Estimated costs

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So many channel options
.etc
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Implementation

• Ideas to implement the strategy most effectively
• Environments to use (which genre of TV
  programmes, magazine or newspaper titles, radio
  stations, bus routes, cinema complexes etc)
• Preferred size and shape of creative material
• Times of the day and days of the week to target
• The specific weeks of activity for each medium
• Any promotional opportunities negotiated with the
  medium
• Final and negotiated costs to deliver

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Buying and Negotiating

• Book and place activity efficiently
• Negotiating actual placement in all mediums (ie
  specific programmes, sections in print, segments
  on radio etc)
• Negotiating with the mediums for better rates and
  positions
• Negotiates for incremental value such as bonus
  activity, editorial support
• Confirming all activity is placed where booked
• Managing the budgets across mediums and markets

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TV Buying Process
on air !
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Material

• The Media Agency provides all information on the
  material and creative executions to run.
• Material instruction advice is sent to the
  relevant mediums
• Information advises material key numbers,
  material placement, insertion details and
  rotation (if more than one execution to run)

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Monitoring
Review
React
Reflect

• Due diligence to ensure
• all activity appeared where booked
• appropriate compensation is negotiated where
  necessary
• activity performed to expectations
• problems are solved and solutions are found for
  next time
• client is informed of the results

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A Day in the life of a Media Planner

• or how to cut your grocery bill while furthering
  your career!

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Work, work, busy, busy, chop, chop, bang, bang!

• Media planners have varied and interesting tasks
  to do in the course of their day
• There are a lot of people to meet, talk to on the
  phone and chat with on email
• There are many offers to consider, research to be
  reviewed, ideas to recommend and deals to be
  struck
• There also many occasions to eat!

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This is your wake up call

• Breakfast presentation at a hotel 7.30am
• Magazine relaunch presentation of new consumer
  insights and a free cooked brekkie
• Bit of networking with industry peers and off
  back to work
• General Work in Progress meeting at the agency
  9.00am
• Review media market audience trends,
  relationships with media, new business update

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No time to scratch yourself!

• Media presentation in agency 9.30am
• Look at new sponsorship opportunities in upcoming
  TV programme
• Muffins, croissants and juice
• At the desk at last 10.00am
• Review email and phone messages, ditch junk and
  reply to client/media questions
• Update TV campaign performance with the media
  buyer using weekly TV ratings and agree actions
  forward to make sure the activity delivers as
  promised to client
• Review ad placement in magazines with the media
  buyer and address issues with publishers
• Review things to do list with group and
  delegate tasks to team as required for the next
  week

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Now the work really begins

• Client meeting 11.30am
• Client delivers brief for new product launch -
  includes creative PR agencies
• Discuss possible ideas to support launch and
  agree on official timeline and response date for
  media strategy recommendations
• Coffee, tea and biscuits
• Lunch with outdoor media company 12.45pm
• Inner city restaurant great food, wine, coffee
• General catch up, gossip and networking event
• Catch up on emails, phone messages etc 2.25pm

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Got to keep up the pace

• Meeting with magazine representative 2.30pm
• Brief client activity for forthcoming year
• Review magazine readership and circulation
  performance in relation to required target
• Begin rate negotiations
• Just a glass of water!
• Target audience analysis 3.30pm
• Roy Morgan research and reach/frequency runs
• Discuss initial findings on the phone with the
  client who briefed earlier in the day
• Competitive analysis 4.00pm
• AdQuest runs to assess competitive activities in
  the market for the same client project

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Cant stop yet

• Quick presentation from magazine publisher 4.30pm
• Chocolate brownies and competition to win cash or
  a luxury weekend for two
• Back to the desk 4.45pm
• Check over emails, phone messages again!
• Start writing presentation for client meeting
  next week and identify resources and meetings
  required to develop the right strategy
• Respond to international requests from network
  offices for media information and competitive
  spend analysis
• Fill in daily timesheet!

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Almost done

• Magazine launch party 6.30pm
• Fancy harbourside venue
• Cocktails, nibblies and more gossip
• Make use of free movie tickets from cinema
  advertising sales team 8.30pm

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ZZZZ

• Feed the cat and catch up with flatmate
• Quick review of late night TV
• Collapse into bed

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Case Studies
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Consumer Electronics Brand A 360 approach
engaging Brand experience
o
CHALLENGE
INSIGHT
IDEA
RESULTS
Launch a new audio product range to (18-25s)
tech-savvy style conscious individuals who are
active. Were these people truly our brand
advocates or were they our antagonists? And were
they really our best entry point to a youth
target?
Through our Agencys own qualitative research
(CCS), we discovered that the pre-determined
target groups were clearly not our advocates.
Our advocates were fitness enthusiasts who
regularly listened to music and liked to look
the part when exercising. For them the product
had both rational and emotional benefits. We
explored the role that fitness and music played
in their lives the emotional territory they
shared.
Using the CCS we determined exactly which media
and environments our target were using for
moments of Motivation, Self Reward Relaxation and
Escapism. We recommended Pay TV music,
sports and lifestyle shows with specially made
ads. Radio youth oriented syndicated radio with
promotions. Magazines Lifestyle and fitness
sections. Online music sites and a viral
email. Fitness First Gyms Brand advocates and
promotion /distribution channel.
Sales increased by 92 when the campaign
started. Over 600 fitness professionals and
120,000 members were exposed to the
range. Online response rates 4x the industry
average Distribution increased by 49 to 101
stores Presence in the retailers catalogues
increased by 148 Stock sold out in December.
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Domestic Appliances Brand Delivering ironing
salvation through media
CHALLENGE
INSIGHT
IDEA
RESULTS
Agency research identified two types of ironers
batch ironers once a week, all in one go tend
to be mums morning ironers iron clothes on the
day Im going to wear them tend be singles or
dinks Research was conducted amongst batch
ironers (highest volume group) to
discover...when ironing hell was what else
they did whilst in this fragile state.
Core Idea To intercept them when they are most
likely to be receptive to a message about irons.
Reach our target with the promise that we could
make ironing easier at a time when they were
immersed in ironing hell Solution The greatest
proportion did their ironing on a Sunday night in
front of the TV... Sunday night is movie
night! Implementation We ran ads on Sunday
nights only road blocking all the movies that had
Mum appeal. We sponsored the big sloppy movies
like Sleepless in Seattle
The campaign began in May. By July, our market
share had gone from 1 to 43! Because our
strategy was Sunday nights only, we could afford
to be on air until October. From July onwards,
we were the no. 1 iron brand in Australia.
With only 1 share the new range of irons was our
big chance to gain share. Ironing is BORING and
consideration is low. Consumers only bought new
ones when the old one was broken. Advertising for
irons is easy to ignore. The budget was low for
the challenge ahead. We had to find a way of
making sure Mum would sit up, take notice and
replace her iron even if the old one was ok
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Chewing Gum Extra WhiteGossip proved cheap!
CHALLENGE
INSIGHT
IDEA
RESULTS

• To maintain sales with a 58 drop in budget
• - connecting our promise of whiter teeth with
  young women

Qualitative research conducted by Agency
uncovered that prized social currency with this
group is all things stardom be it movie, music
or simply Hollywood Royalty Importantly key
media brands are perceived as the bible when it
comes to fuelling this fascination. Provided the
springboard to break with convention ie health
/ beauty
Celebrity Glamour A multi-media platform
leveraging celebrity and gossip media as a potent
entry point and embodiment of our cosmetic
benefit. Gossip, glamour event pages in
celebrity mags, TV focused single-mindedly around
the celebrity events Emmys, Golden
Globes Online activity linked with SMS results
messaging of the Academy Awards. Competition to
pick Oscar winners prizes of free cinema tickets
13 sales increase YOY for 58 less investment A
48 budget stretch (taking a TV spend across
platforms) Integration with editorial and
promotional activity ensuring we built on the
experience not simply hi-jack it!
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Nth Territory Tourist CommissionSecret mens
business
CHALLENGE
INSIGHT
IDEA
RESULTS

• To increase visitation to the NT outside of the
  peak season (June August)
• Via the fishing market comprised of staunch
  Aussie males
• On a budget of only 50,000

Qualitative research conducted by Agency
uncovered that the boys fishing trip represented
one of the last bastions of unconstrained bloke
freedom an aussie male pilgrimage. A brief
window where - boys will be boys live like
pigs, but eat like kings, drop a line and have a
few beers.
Secret mens business Partnership with CUBs
subscriber only bimonthly, VBs Shout - the
highest circulating magazine for men an
unashamed celebration of the endangered aussie
bloke A vehicle that had never carried
advertising before - exposure and endorsement via
a fully integrated campaign involving editorial
illustrating the NT as the ultimate fishing
destination, and a member-get-member promotion to
fly a reader and five mates to the Territory for
a fishing safari
34,018 people opted to receive future
communication directly from the NTTC. In the
true nature of partnership the campaign generated
31,280 new members for VB Shout. The campaign
was so successful that CUB is running an on-pack
promotion for another five NT fishing safaris
with VB nationally, valued at over 900,000
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Kick-start your Media Career
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So, you want to work in media.top tips to help
get you started
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Starting on the front foot

• Creativity and initiative are core media skills.
• When you go to an interview make sure that you
  have covered the following areas, and where
  possible, demonstrating creativity and initiative
• Computer skills
• Work experience
• Training

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Computer skills

• Computer literacy is point of entry
• Make sure that you are very familiar with all
  Microsoft Office programs, particularly Excel.
• Management and analysis of data is a key
  component of media
• use the web to try to familiarize yourself with
  the major global media research providers such as
  A.C.Nielsen. You may not get access to their
  software, in fact you probably wont, but a
  topline understanding is proof of enterprise.

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Work experience

• Its difficult to arrange but not impossible.
• If you are fortunate enough to be given work
  experience.clearly demonstrate that youve made
  an effort to understand the media landscape
• Read the trade magazines BT AdNews MediaWeek
• Use the web for research all the major media
  have websites
• Its very clear, from a media managers
  perspective, when there is keen interest as
  opposed to turning up.
• Some of the talent within the industry started of
  by offering their time at no cost and now have
  lucrative careers it all helps to get a foot in
  the door

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Training

• Educational Institutions
• There are a range of training options for a
  career in media ranging from full time or part
  time courses at University/TAFE industry
  sponsored/endorsed courses such as the MFA
  scholarship programme.
• Industry training
• Visit the Media Federation and AFA websites
  both offer information on a range of relevant
  courses.
• AFA Adschool runs a 13 week programme on planning
  and buying

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Training

• What else?
• You must be numerate.
• You must be detail oriented.
• You need good people skills.
• You need good organisational/time management
  skills.
• Any training you have undertaken to refine these
  skills will stand you in good stead in your
  interview.
• Attitude, enthusiasm and involvement !
• Attitude, enthusiasm and involvement !
• Attitude, enthusiasm and involvement !

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Importantly..

• Media is diverse
• it offers a range of career paths - planning
  research implementation media specific
  specialisation (i.e. internet)
• Media is dynamic
• the landscape is constantly changing and we need
  to be ahead of the game
• Media is demanding
• it is about the best thinking at the best price
  and best practice across all media disciplines.

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You want to work in media?

• Its fantastic.
• Its frustrating.
• Its demanding.
• Its hard work.
• Its rewarding.
• You cant cheat though.
• Your into it or out of it.

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In conclusion

• Weve talked to you about the.
• the industry
• structure
• the roles
• the process
• how to get into it
• Hopefully you will have a better understanding of
  what it is all about now.

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Any Questions
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Advertising Media

• So hopefully it all makes more sense..