Ch 7: Media Planning Essentials

1
Ch 7 Media Planning Essentials

• Media Objectives
• Strategy
• TAP strategies
• Reach/Freq/Continuity
• Mkt Coverage
• Media Execution
• Blocking Charts
• Budgeting

2
How Do Adv Agencies Pick Media?

• Pick what they a familiar with
• Where agency makes money
• 79 of companies do not even measure the impact
  of a campaign (Strategic Forum Feb 97)
• No proof of cause effect

3
Ideally We Want Both

• Is solo Direct Mail and Email an effective and
  efficient means to reach profitable customers?
• Effective Increased Traffic and Sales
• Efficient Incremental Benefit (with DM vs.
  without DM)

4
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?
5
Writing a Media Plan p208

• Media Plan
• Media Objectives
• Media Strategy
• Media Execution

6
Target Market Media Strategies
Rifle
Road- block
Profile- Match (Cdn Living, Cdn Business)
Explain why roadblocking is not useful in
rifle or profile-matching strategies.
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 individuals or
households exposed to a message one or more
times in a period (week).
Reach Formula households tuned in
households in area 50
000 or 1 250
000 5 20
9
Frequency
The average number of times an audience is
exposed to a message over a period of time (week).
Frequency Total Exposures Formula
Reach 250 000 50
000 5.0
10
Continuity / Flexibility
Continuity The length of time required to
generate impact on a target audience.
Flexibility ability to modify media spending
plans throughout the scheduled advertising period.
11
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
12
Impressions
Impressions, or total exposures, are the total
number of commercial occasions multiplied by the
total target audience potentially exposed to each
occasion.
Impressions Reach x Frequency
500 000 x 4
2 000 000
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CPM
14
Advertising Flights
8.10
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Scheduling Options
16
Media Selection Process
17
Campaign Blocking Summary
Next draw your IMC blueprint
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Blocking Chart

• Sequence
• Integrate
• Execute
• Measure

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List of Key Vehicles for B2B Mkters
20
Media SelectionQuicklist of Advantages
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Vehicles
22
2003 Lessons Learned So Far

• Internet is not a business model
• Net obsession and disillusion
• Web is a business tool
• Too much focus on technology
• Being online is not the end-all be-all

23
Top Six Media Used By DMers
Source Direct Marketing News July 2003 Vol. 15
No. 10
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(No Transcript)
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Traditional Classic Direct Mail Package

• Envelope - std 10
• Letter
• Brochure
• Other Inserts
• Reply Device
• buckslip
• BRE

Source DMA Echo Awards
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Square Classic Mail Piece
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Other Vehicles (FSI, Postcard, Takeone)
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New Innovative CC Products
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EasySwitch Ipod is Back

• Media
• Major print media support
• national newspaper
• Branch posters
• Online paid search
• TBC
• EasySwitch Process
• TD does all paperwork
• switch savings account
• and credit card Gold up-sell
• Incentive
• Offers I-shuffle and I-pod Nano (180 value)
• Products branded TD

30
CIBC is Upping the Acquisition Ante

• Aggressive 25,000 mile offer is enough for a
  short haul flight (250 value)
• 10,000 mile bonus on first purchase on new credit
  cards
• credit card fee is 120/year
• plus bonus 10k miles (TBC)
• misleading offer
• three response channels

Source Globe Mail, mains section A14 June 2006
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(No Transcript)
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Competitive Landscape The Noise

• Online Marketing is still a large industry
• Market is growing again

33
SBC Trees in the Forest of Change

• This is an example of using viral e-card
  campaigns
• Same screen clicking, no loading new pages
• Campaign has converted 430,000 persons to online
  ebill
• 20,000 new opt-ins
• Approx. 85,000 page views a month

34
Sample CIBC Banners

• CIBC uses a cross-section of banners sizes
  creative
• Placed on high traffic portals
• Imbedded in Aeroplan emails
• Designed by Liquid

35
CapitalOne Approach

• Aggressively sponsors many credit related terms
• Tries to secure top Sponsor spot in shaded blue
• Default to RHS tiles
• Very slick splash page

36
E-DM Alert

• Quality E-mail Alerts have this in common
• Solid, informative introduction
• An immediate incentive/offer
• Lastly, a quick and easy to find call to action

37
Hall of Shame

• Fidelity Investments proves why its always
  important to test before doing a mass deployment.
• An alert from AIG Insurance which originally
  looked good, when sent through an affiliate turns
  out to be quite ugly.

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Media Digest
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Interantional Mix
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Email Marketing Generates the Best Results