Media planning is generally the task of a media agency and entails finding the most appropriate media platforms

for a client's brand or product. The job of media planning involves several areas of expertise that the media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives. In the process of planning the media planner needs to answer questions such as: 1. 2. 3. 4. How many of the audience can I reach through different media? On which media (and ad vehicles) should I place ads? Which frequency should I select? How much money should be spent in each medium?

In answering these questions the media planner then comes to an optimum media plan that enables him or her to deliver on the client's objectives. Choosing which media or type of advertising to use is sometimes tricky for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm's audience. That's why it's important to put together a media plan for your advertising campaign. The three components of a media plan are as follows: 1. Defining the marketing problem. Do you know where your business is coming from and where the potential for increased business lies? Do you know which markets offer the greatest opportunity? Do you need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists? 2. Translating the marketing requirements into attainable media objectives. Do you want to reach lots of people in a wide area (to get the most out of your advertising dollar)? Then mass media, like newspaper and radio, might work for you. If your target market is a select group in a defined geographic area, then direct mail could be your best bet. 3. Defining a media solution by formulating media strategies. Certain schedules work best with different media. For example, the rule of thumb is that a print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market you're trying to reach. Advertising media generally include: Television Radio Newspapers Magazines (consumer and trade) Outdoor billboards Public transportation Yellow Pages Direct mail Specialty advertising (on items such as matchbooks, pencils, calendars, telephone pads, shopping bags and so on) Other media (catalogs, samples,

handouts, brochures, newsletters and so on) When comparing the cost and effectiveness of various advertising media, consider the following factors: Reach. Expressed as a percentage, reach is the number of individuals (or homes) you want to expose your product to through specific media scheduled over a given period of time. Frequency. Using specific media, how many times, on average, should the individuals in your target audience be exposed to your advertising message? It takes an average of three or more exposures to an advertising message before consumers take action. Cost per thousand. How much will it cost to reach a thousand of your prospective customers (a method used in comparing print media)? To determine a publication's cost per thousand, also known as CPM, divide the cost of the advertising by the publication's circulation in thousands. Cost per point. How much will it cost to buy one rating point for your target audience, a method used in comparing broadcast media. One rating point equals 1 percent of your target audience. Divide the cost of the schedule being considered by the number of rating points it delivers. Impact. Does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality? Selectivity. To what degree can the message be restricted to those people who are known to be the most logical prospects? Reach and frequency are important aspects of an advertising plan and are used to analyze alternative advertising schedules to determine which produce the best results relative to the media plan's objectives. Calculate reach and frequency and then compare the two on the basis of how many people you'll reach with each schedule and the number of times you'll connect with the average person. Let's say you aired one commercial in each of four television programs (A, B, C, D), and each program has a 20 rating, resulting in a total of 80 gross rating points. It's possible that some viewers will see more than one announcement--some viewers of program A might also see program B, C, or D, or any combination of them. For example, in a population of 100 TV homes, a total of 40 are exposed to one or more TV programs. The reach of the four programs combined is therefore 40 percent (40 homes reached divided by the 100 TV-home population). Many researchers have charted the reach achieved with different media schedules. These tabulations are put into formulas from which you can estimate the level of delivery (reach) for any given schedule. A reach curve is the technical term describing how reach changes with increasing use of a medium. The media salespeople you work with or your advertising agency can supply you with these reach curves and numbers. Now let's use the same schedule of one commercial in each of four TV programs (A, B, C, D) to determine reach versus frequency. In our example, 17 homes viewed only one program, 11 homes viewed two programs, seven viewed three programs, and five homes viewed all four programs. If we add the number of programs each home viewed, the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials. By dividing 80 by 40, we establish that any one home was exposed to an average of two commercials.

To increase reach, you'd include additional media in your plan or expand the timing of your message. For example, if you're only buying "drive time" on the radio, you might also include some daytime and evening spots to increase your audience. To increase frequency, you'd add spots or insertions to your existing schedule. For example, if you were running three insertions in a local magazine, you'd increase that to six insertions so that your audience would be exposed to your ad more often. Gross rating points (GRPs) are used to estimate broadcast reach and frequency from tabulations and formulas. Once your schedule delivery has been determined from your reach curves, you can obtain your average frequency by dividing the GRPs by the reach. For example, 200 GRPs divided by an 80 percent reach equals a 2.5 average frequency. Frequency is important because it takes a while to build up awareness and break through the consumer's selection process. People are always screening out messages they're not interested in, picking up only on those things that are important to them. Repetition is the key word here. For frequency, it's much better to advertise regularly in small spaces than it is to have a one-time expensive advertising extravaganza.

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MEDIA PLANNING INTRODUCTION

What is Media Planning:

What is Media Planning Media Planning is the process of selecting time and space in various media for advertising in order to accomplish marketing objectives. Or to keep it short: It is the process of establishing the exact media vehicles to be used for advertising.

Why media planning?:

Why media planning? Without media planning, advertisers would not know where to sell their products as well as what is the most effective media for their product. Media Planning helps identify the best advertising space, target market and media for your clients product!

Basic WORDS in Media Planning:

Basic WORDS in Media Planning Advertising Space - Advertising space is the space inbetween a television show where you see all the advertisements, it is the pages of advertisement one sees in a magazine or newspaper, it is also the space in-between a radio show.

Basic WORDS in Media Planning:

Basic WORDS in Media Planning Medium - A medium is a carrier and deliverer of Advertisements. It is a broad general category of carries such as Newspapers, Television, Radio, Internet, Outdoor, Direct Mail, etc.

Basic WORDS in Media Planning:

Basic WORDS in Media Planning Media Vehicle - It is a specific carrier within a Media category. So a Discovery would be the vehicle in the category of TV. Many a time a specific programs or sections within a medium may be termed as a vehicle. (e.g. NTV7, Star Newspaper, Radio 4)

Media:
Media Advertising media generally include: - Television, Radio, Newspaper, Magazines, Outdoor billboards, Pubic transportation, Yellow Pages, Direct Mail, Specialty advertising (on items such as matchbooks, pencils, calendars, telephone pads, shopping bags) and Other media (catalogs, samples, handouts, brochures, newsletters).

The RIGHT MEDIA:

The RIGHT MEDIA Traditional or Mass Media: TV, Radio. Idea to reach large audience. Niche Media: Cable TV, Direct mail, etc. Reach the target audience with specific demographics, narrowly defined target audience. Non-Conventional Media: Internet.

Who are Media Planners?:

Who are Media Planners? Media Planner is a job title in an advertising agency responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers.

Who are Media Planners?:

Who are Media Planners? Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers.

Media Plan:
Media Plan In order to choose the right media, it is important to put together a media plan for the advertising campaign. A media plan is a custom tailored-designed expressly to meet the needs of an advertiser at a given time for specific marketing purposes.

Media Plan:
Media Plan These are the questions the clients (companies, organizations, institutions) will be asking the media planners: Who are the competitors in the market? Who are the audience you are targeting? What media are you going to use and why? How many of the target audience will be exposed? How often?

Media Plan:
Media Plan Media planning today is all about: Marketing Research Advertising Consumer Behavior Creativity & Sensitivity

Overview:
Overview The media planner usually prepares the media plan, which is approved by the advertiser, then made the purchasing through various media vehicle. Media planning today is very much different from the traditional ones. According to some sources. The traditional media planning produces lesser sales. Why?

Overview:
Overview The markets and culture are changing Increasing media options Increasing fragmentation of the audience Increasing costs Increasing competition

Overview:

Overview Now! Consumers not only want to know about the new brands but also established brands. Segmented market Technology enabled ads to deliver to appeal smaller groups. Personal Video Recorder (PVR) / VCR is a threat to TV advertising. (Internet DOWNLOADS!!)

Roles of the Media Planner:

Roles of the Media Planner Traditionally, the role of the media planner was quite close to that of a media buyer, the obvious difference being that the planner would devise a plan for advertising and the buyer would negotiate with the media owner on things such as rates, copy deadlines, placement etc.

Roles of the Media Planner:

Roles of the Media Planner The role of the modern media planner is more wide reaching however. Today many agencies are actually avoiding the job title of 'media planner' in favour of titles such as communications planner, brand planner or strategist.

Roles of the Media Planner:

Roles of the Media Planner According to Arens (1999), the society today is over communicated: - Advertising media planners need the analytical competence of top financial officers and the creativity of senior art directors and copywriters.

Roles of the Media Planner:

Roles of the Media Planner Due to the technologies advancements and audience fragmentation, media planners in ad agencies have different roles today. NOW As important as marketing and creative planning Planning is becoming very complex Must know how to plan the formula

Roles of the Media Planner:

Roles of the Media Planner Not only must they know the media, but also marketing research, advertising, creative, planning, and of course the computer! Make decision to buy media, and also to defend, prove, and justify the reasons for buying. Internet contributes to this change as well.

More on Media:

More on Media Traditional Mass Media Newspaper, Magazine, Radio, TV Large audiences, low costs Certain programs audience Disadvantages: DO not use a medium because of the content of the advertising Different media have different abilities in exposing the ad material.

Slide23:
Nontraditional Media Alternate ways of reaching the customers, out of the competition Sales promotion, internet advertising, TV screens in airports, walls in public toilets, floor in supermarkets, banners, video tapes, aerial banners, parking meters, electronic billboards, grocery receipts, etc.

Slide24:
Disadvantages Cost per thousand very low Not many can be reached Image problem

Slide25:
Specialized Media Magazines, publications, catalogs that are for investment, golf, sports car, and trade. This is the so called niche marketing, which is targeting at business and professionals.

Media Planning Procedure:

Media Planning Procedure Media planning is a component of the Marketing strategy of the organization. Therefore, marketing considerations must go before Media Planning. Media planning on the whole answers a lot of questions like "How many prospects do I need to Reach?". "In which medium should I place the Ads?", etc.

Principles for selecting Media Vehicles:

Principles for selecting Media Vehicles Select a media vehicle that can reach prospects With an optimum amount of frequency (repetition) At the lowest CPM (cost per thousand) With a minimum of waste Within a specified budget.

What is CPM??:
What is CPM?? CPM is an acronym for Cost Per Thousand -- the "M" in CPM derives from the Latin "mille" for "thousand." CPM is commonly used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad. It is calculated by: Total budget / (Impressions/1000) = CPM

Example of CPM on the NET:

Example of CPM on the NET CPM is used by Internet marketers to price ad banners. Sites that sell advertising will guarantee an advertiser a certain number of impressions (number of times an ad banner is downloaded and presumably seen by visitors.), then set a rate based on that guarantee times the CPM rate. A Web site that has a CPM rate of $25 and guarantees advertisers 600,000 impressions will charge $15,000 ($25 x 600) for those advertisers' ad banner.

Problems in Media Planning:

Problems in Media Planning Insufficient media data Time pressures External influences pressure to produce creative media plans Institutional influences on media decisions Lack of objectivity Measuring advertising effectiveness

Media Buyer :
Media Buyer An individual working directly for an advertiser, or for an advertising agency, charged with the responsibility of purchasing advertising space. An interactive media buyer makes online ad space purchases, sometimes through an ad network

Media Broker :
Media Broker An individual or organization that represents and is authorized to sell the advertising space of one or more publishers. Advertising networks can act as brokers for online publishers

 2. What is media planning?Getting the right message in front of the right person at the right time with the right amount of money to generate the right response.Ad agency vs. Media agencyMedia Buying, too 3. The Communications ModelAd AgencyMedia AgencySource: Advertising & Promotion (Belch & Belch), 2007 4. Quick DefinitionsMedia ChannelMedia Vehicle 5. (Ideal) Agency Planning ProcessMarketing InputMedia ObjectivesMedia StrategiesMedia PlanTranslate business objectives into media goalsTranslate media goals into strategic media planning guidelinesMake tactical decisions specific to each media channel and vehicleBusiness model, marketing strategy, research, industry trendsBusiness/sales objectives & strategies for upcoming year, new product launches, major initiatives to focus on etc. 6. Media Plan ComponentsHow Much?DeliveryWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?Scheduling 7. 1. Targeting 8. Target AnalysisTo determine the right target audienceTo understand audience behaviors and media consumption habitsEnsures efficiency, avoids waste, prevents over-exposure 9. Agency Resources for Targeting AnalysisPrimary dataInternal brand auditsAudience tracking studiesSales dataDesk researchForrester, Mintel, Yankelovich, vendor-provided reportsBusiness/competitive intelligence trendsSecondary syndicated dataMedia analytics software, ex: IMS CrosstabPanel studies, ex: MRI, Scarborough, SimmonsPsychographics vary by questionnaire: Activities, Interests, Lifestyle, Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations 10. IMS CrosstabExample: whats the right audience for a company trying to sell recycled paper plates?Try different audience group columns to determine the right target audienceTry different psychographic rows to narrow down popular audience behaviorsTry combining with AND (&) and OR (!)More factors = smaller, less efficient audience 11. The Venn DiagramUseful way to visualize the target selection and recommendationHelps convince clients that the audience size is targeted, yet viable enough to deserve sufficient marketing dollarsAdults 18+ living in Boston: 100MMWomen 25-54 w/ Graduate Degree: 10MMConsider themselves environmentally conscious (based on two defined factors): 1.2MM 12. Clip Time!Who do you think is the media target audience for this product? 13. 2. Media Channels 14. Mass traditional mediaPrintOut-of-HomeBroadcastDirect Mail, Sales PromotionOnlineNew narrowcast media 15. Changes in Media LandscapeExplosion of media channels and vehiclesClutterFragmentationContinuous Partial AttentionRise of the DVRTime-shifted audiencesDemise of the newspaper industryCreativity in outdoor mediaInternet, Email, Social media, Web 2.0 16. Convergence 17. Media Consumption: QuintilesAmount of time the target spends using different mediaGuides media selectionUsage measured at 5 levelsHeavy, Heavy-Medium, Medium, Medium-Light, LightExample:Target: A25-54, with one child in HH aged 4-14, HHI $50K+Source: 2008 MRI Doublebase 18. Media Channel AnalysisEmailFSIs, CouponsPOP 19. 3. Geography

 20. Questions for Market SelectionWhere do the majority of your sales come from? Is there a natural need for your product in certain regions? What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped?Where is the competition strong? Do we want to compete? What is your budget?National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket costAnswer = National, Regional or Local 21. Selecting Local MarketsBrand Development Index (BDI)Which markets are better for your brand than othersCategory Development Index (CDI)Which markets are better for your category than othersSales (for brand or category) as a percentage of population in any particular market(Sales / Population) x 100 22. Brand Development Index (BDI)Measures the strength of markets for a brand by calculating brand sales in relation to population size BDI = % of brand sales in market X 100 % of U.S. population in that marketExample: Nordica BootsNordica sales in Los Angeles account for 8.35% of total U.S. salesLos Angeles makes up 5.09% of the entire U.S. population BDI = 8.35% X 100 = 164 BDI 5.09% 23. Category Development Index (CDI)Measures a categorys potential for growth in a market by calculating category sales in relation to population sizeIndicates maturity/development of a brand category and potential needCDI = % of category sales in market X 100 % of U.S. population in that marketExample: Nordica BootsBoots category sales in Los Angeles account for 7.25% of total U.S. salesLos Angeles makes up 5.09% of the entire U.S. population CDI = 7.25% X 100 = 142 CDI 5.09% 24. Clip Time!In what marketswould you advertise this product? 25. 4. Scheduling 26. Scheduling AnalysisRelated to consumer decision-making timesWhen should we promote our product in order to maximize purchase?Time of year (seasonality)Time of month (purchase windows, sales and promotions)Time of day (dayparts)StrategiesContinuityFlightingPulsing 27. Dayparts6am-10am: Early Morning10am-4:30pm: Daytime4:30-7pm: Early Fringe/News7pm-8pm: Prime Access8pm-11pm: Prime11pm-12am: Late News12am-2am: Late Fringe2am-6am: Closedown6am-10am: AM Drive10am-3pm: Midday3pm-7pm: PM Drive7pm12am: Evening12am-6am: OvernightTelevision (EST, M-F)Radio 28. 5. Delivery 29. Media MathReachSize of audienceNumber of actual target audience members exposed to your message at least once during the advertised period (ex: 60% of A18-24)FrequencyNumber of times each audience member sees/hears your message during the advertising period (ex: 3x)Gross ImpressionsReach x FrequencyNumber of people reached (x) number of times they saw an ad across media vehicles 30. Basic ConceptsRatings% of audience that watched/listenedSweepsTwo key audience measurement times: November and MayLive Only/Live +3Accounts for DVR viewingNielsens Local People Meters (LPMs)New: Digital set-top boxes that automatically log informationArbitrons Portable People Meters (PPMs)New: Belt-clip tuners that automatically capture tuned in frequencies 31. So, now that youre all media planning experts 32. The Kindle 33. Applying The 5 ConsiderationsWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?SchedulingHow Much?Delivery

 34. Information ResourcesMedia Life Magazine (www.medialifemagazine.com)Mediaweek (www.mediaweek.com)Advertising Age (www.adage.com)Trendwatching.comNew York Times: Media & Marketing sectionObserve TV, Radio, Print Media, Outdoor Media, the Internet for trends and ideas