Online media planning service

MEDIA OBJECTIVES, STRATEGIES AND PLANNING
ONLINE MEDIA PLANNING SERVICE
Design | Development | Marketing

MEDIA QUESTIONS
Two basic processes:
1. Planning media strategy, including the specific
types of consumers/audiences the messages will be
directed to.
2. Selecting and Buying media vehicles.
Media planning is both an art and a science. An
essential part of the advertising business.

MEDIA QUESTIONS
Where should we advertise?
Which media vehicles?
When during the year?
Should we concentrate our advertising?
How often should it run?
What opportunities are there to integrate our media
planning with other Promotion or Communication
tools?

Planners direct the messages to the
right people at the right time in the
right environments.
TV: Networks, syndication, local, cable,
satellite.
National, Regional and Local issues
Non traditional: In flights, parking
meters, blimps, shopping carts, milk
cartons,litter cans, taxis,
sponsorships.

Increasing media choices and options
Audience fragmentation
Costs and rate hikes
Multimedia, and interactive
Diverse audiences
And more

Broadcast TV
Cable TV (Limited)
Movies/Cinema Adv.
AM/FM radio
Reel to Reel tape
Telephone
Postal Mail
Newspapers
Magazines (9K)
Books
1966: 24 hours a day
2006: 24 hours a day
Broadcast TV, Cable TV, Pay TV, VOD
Satellite TV and Radio
Movies/Cinema Adv.
AM/FM radio
Telephone and Mobile phone
Postal Mail
Newspapers, Magazines (17K titles)
CD, cassette, MP3, VCR, DVD, PVR
Internet and web, including email, web
browsing, PC gaming, Music
downloading, P2P
PDA’s, Pagers, Console and Game Devices
COMMONLY AVAILABLE MEDIA VEHICLES
1966 VS. 2006

Major Factors:
1. Target Market. Whom are you going to
sell to?
 Demographic, geographic and psychographics
characteristics
2. Where is product or service distributed?
 Local, regional, national or selected markets
 Remember BDI and CDI’s

3. What is Budget?
 Percentage of sales
 Share of market and Share of Voice
 Objective and Task
 Unit of Sales and Case Rate
 Competition
 Test Market
 Experimental
 Computer modeling
 Affordable and Available Funds

4. What is Competition Doing?
 Budgets
 Which Media?
 Which Schedules?
 And more

5. Nature of Message?
 Electronic/Broadcast
 Print
 Color/B&W
 Demonstration
 Simple Statements

6. Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)

Frequency
Average number of times a household or a person viewed
a given television program, station or commercial
during a specific time period.

Continuity/Continuous Schedule
Advertising runs steadily and varies little. Compare with:
Flighting and Pulsing with scheduling

Rating (RTG or %):
The estimate of the size of a television audience relative
to the total universe, expressed as a percentage. The
estimated percent of all TV households or persons
tuned to a specific station. In the example, three of
the 10 homes in the universe are tuned to channel 2.
That translates to a 30 rating.

RATING = households tuned in to a given program
                           all households with television
SHARE =     households tuned in to a given program
                         all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use watching a particular
program)
Here's an example: Your show is aired in a market that has 1 million television
househo2lds; 400,000 are tuned in to you. Therefore:
400,000
1,000,000 =    .40, or a rating of 40
At the time your show airs, however, there are only 800,000 households using television.
Therefore, your share of the available audience is
Share =        400,000
                      800,000    = .50, or a rating of 50
If you can explain why a specific program's share is always higher than its
rating, then you understand the difference between the two.

7. Media Mix
 Combination of different media, and size of ads
 Which Media?
 And more

8. Seasonality and Length of Schedule?
 Hot tea vs. Cold tea?
 Snow blowers, toothpaste, coffee.
 Morning Drive and Evening Drive
 Flighting
 Pulsing

9. Tie-ins with Merchandising
and Sales Force?
 Coupons, Contests, Trade Deals, Sales Calls, Displays,
Budgets.
 Which Media?
 Events
 Super Bowl
 Academy Awards
 Sports
 And more

Where?
56.9% of media exposure took
place in the home, but 21.1%
took place at work, 8.3% in the
car and 13.7% in other
locations.

10. FLEXIBILITY
PromotionPromotion
Budgets
Budgets
ClosingDates
ClosingDates
Specials
Specials
Commitments
Commitments
4P’s4P’s
andand
7P’s7P’s
Com
petition
Com
petition
MixMix
TargetsTargets
Messages
Messages
Timing
Timing
MessagesMessages
Continuity
Continuity
ReachReach
Frequency
Frequency

11. Cost Efficiencies
 Which Media?
 Which Vehicles?

Advertising is an investment in future sales.
It’s greatest powers are in short-term promotions and its
cumulative long-range effects.
And more

CONTACT
http://marketing.clicksbazaar.com/online-media-planning
http://www.clicksbazaar.com | contact@clicksbazaar.com

Online media planning service

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Online media planning service