Mp Week2

Sample Media Plan
Media Planning - Lecture 3

Sunday, 27 December 2009

Constituents ( ) of a
Complete Media Plan


Constituents of a Complete
Media Plan
1.1
Core Constituents ( )


CONSTITUENTS OF A COMPLETE MEDIA PLAN
1.1
CORE CONSTITUENTS ( )


Core Constituents
( )

Background ( ) – some marketing highlights,
new project/project continuation ( ), media
budget


Core Constituents
( )

Media Objectives ( ) – what tasks the media
are expected to carry out (
)


Core Constituents
( )

Competitive Analysis ( ) – spending
levels ( ), media used (
), timing of delivery ( )


Core Constituents
( )

Target Audience Analysis ( )–
demographic analysis of target audience


TARGET AUDIENCE ANALYSIS
WHAT’S THEIR TARGET AUDIENCE

Core Constituents
( )

Media Habits of the Target Audience – some
analytics about various vehicles (
)


Core Constituents
( )

Rationale ( ) for Media Selection –
reasons for selecting the various media and
vehicles (
)


Core Constituents
( )

Media Strategy ( ) – how the media plan
will accomplish ( ) the stated objectives


Core Constituents
( )

Media Schedule ( ) – action elements
including timelines ( ), expected reach and
frequency, ad sizes, individual costs and total
budget.


Constituents of a Complete
Media Plan
1.2 Additional Constituents ( )


KIT-KAT
ADVERTISING AWARDS

Additional Constituents
( )

Product Seasonality ( ) – how
particular media can suit the product seasonality,
e.g. summer promotion advertised for Ocean
Park’s Water World.


OCEAN PARK
HALLOWEEN AD

OCEAN PARK
CHRISTMAS AD

( )

Other Media Considered but Not Recommended
( )


( )

Detailed Media Cost Estimates and Calculations
( )


( )

Alternative Plans at Various Budget Levels Above
and Below the Quoted Budget
( budget plans )


( )

Decision Dates and Cancellation Flexibility (
)


( )

Responses to Earlier Client’s Questions ( clients
- )


( )

Photos – especially about those creative media,
e.g. MTR advertising space


HOW TO WRITE A GOOD MEDIA PLAN
MEDIA PLANNING

( )
A media plan is the blueprint ( ) for how the
advertising message ( ) will be delivered
to the target audience.

It is typically presented by the media planner to
the advertiser at a meeting, and the advertiser will
then discuss it internally (
) before coming back to the ad agency with
comments.


( )
A good media is a persuasive ( ) document that
(1) communicates the rationale ( ) behind
recommendations ( ) to spend signiﬁcant amounts of
money,
(2) lays down ( ) media objectives ( ),
(3) formulates ( ) the media strategies,
(4) proposes implementations ( ) according to the
strategies and
(5) entails evaluating alternatives ( ).

It must be well organized, well written, simply presented
and straightforward. The presentation of the whole plan
should be completed in 10-15 minutes.


Information Revealed
( ) from Media Plan


• Media plan is typically ( ) prepared by
advertising agency.

• Thus it is a professional guide ( )
for implementation ( ) of media buying,
which should maximize the efﬁciency ( )
of ad spend. However, there are precautions
( ) in using and interpreting the data:


• Total media spend proposed is as large as possible
because it favours better agency commission (
)(
D)
• Propensity ( ) to using media or vehicles that
can offer greater discount to the ad agency(
)
• Some media, e.g. outdoor advertising space, suffer
from data deﬁciency ( ) of viewer or audience
trafﬁc.
(
)


• High variability ( ) of effectiveness and
efﬁciency of new or creative media ( )
because no past records can be followed.
(
)


(
)
• Discount has to been assumed on ( ) TV
ratings and circulations ( ), e.g. those
audited by Audit Bureau of Circulations (
), UK, (ABC), if they are interpreted (
) for the actual viewership of TV commercials
and print advertisements.


(
)
• Discount has to been assumed on ( ) TV
ratings and circulations ( ), e.g. those
audited by Audit Bureau of Circulations (
), UK, (ABC), if they are interpreted (
) for the actual viewership of TV commercials
and print advertisements.
• Plus or minus 10% has to be allowed for the
actual ad spending because the ﬁgures in media
plan are estimates only. (10%
)

Sample
Media Plan

A fictitious ( ) media plan is
presented for teaching purpose.

The figures, brand, and model name
presented may or may not be realistic.


Media Plan

Background


4.1 Background


• Nike, Inc. has been one of the
leading producers and marketers of
sporting products for many years. In
anticipation of the blooming demand
of sporting products due to Beijing
Olympics 2008, Nike is launching a
series of new technological sporting
products, featuring the use Air
Helium Max for the soles of their
sporting shoes.


• Nike has told the agency to assume a total
advertising budget of US$11 millions for
Air Helium Max sporting shoes in Hong
Kong market, of which US$10 millions is
for working media, and has asked for a
recommended media plan.
• The account services group says that the
client requests both 30-sec TV
commercials and 4-color print
advertisements, plus other creative
advertisements as deem appropriate.


4.2 Media Objectives


Media Objectives
Within the US$10 million budget (Budget), create awareness of Air
Helium Max shoes (Objective) before start of Beijing Olympics
2008 (Timing).

NIKE Create Awareness...
...
...


Media Objectives
2008 (Timing).
Following the above introduction, provide sustaining ( ) support
through the remainder of Olympic months.

Sustaining~?
~!!!!
...
...
“ ... Stand By Me...”


Media Objectives
2008 (Timing).
Target advertising to the general, aged 15 – 64, male and female.

...
Target Audience ( TA)
( ) ...
~
...


Media Objectives
2008 (Timing).
During the introductory period ( ), reach ( ) 80% of target
audience and average of ﬁve times (frequency), and 50% three or
more times.

TA

TA


Media Objectives
2008 (Timing).
more times.

TA

TA
( ~~
...)


Media Objectives
2008 (Timing).
more times.
Following the introduction, sustain awareness ( ) by
reaching 30% of the targets at least once of month.

TA


Media Objectives
2008 (Timing).
more times.
Following the introduction, sustain awareness ( ) by
reaching 30% of the targets at least once of month.
Utilize media that can create awareness and effectively
communicate the technical advantages of Air Helium Max.


1.1 Competitive Analysis


Budgets


Budgets

Leading Competitor -
Adidas


Media Selection

2% 9%
2%
8%

MTR 52% 12%
Radio
Outdoor
Magazine
Newspapers 15%
TV
Internet

Leading Competitors’
Timing of Delivery


Target Audience Analysis


Target Audience Analysis

Statistics show that the no. of targets
aged 35-64 is 3,110,744, accounting
for 45.3% and that of aged 15-34 is
1,961,131, accounting for 28.5% of
the total population.


Media Habits of the
Target Audience


• TV, which is stipulated ( ) medium by the
clients, can create awareness to highest percentage of
target markets at shortest time.
• Following the convention, heavier budget will be spent
on TVB Jade against proportionally smaller budget on
ATV Home.
• Little budget will be spared ( ) for the English
channels of both TVB Pearl and ATV World, and some
will be used for NOW TV channels of sports.
• Prime time ( ) will be primarily ( )
considered for all TV spots.
• Product placements ( ) in prime-time TV programs
will be also considered if appropriate.


• Newspaper and magazine, being other stipulated
( ) medium, can follow on the burst ( )
of TV commercials and detail the advantages of the
new technology.
• Oriental Daily News (ODN) and Apple Daily are
primarily considered.
• General interest magazine like Next Magazine and
Ming Pao Weekly will be used for both normal and
editorial advertisement.
• On the other hand, (1) niche-market newspaper
like Wen Wei Pao or (2) specialized interest
magazine like Photog will not be considered
because of low advertising effectiveness and
efﬁciency.


MTR and KCR advertisements will be used
for capturing those working groups sparing
no hours on watching TV and print ad.
MTR station of Central, Tai Koo, Tsim Sha
Tsui, Mongkok and Kwun Tong, and KCR
station of Kowloon Tong and Shatin will be
considered for escalator crown ( ),
4-sheet and 12-sheet advertisement.


• Outdoor advertising at some prime
location, e.g. those at Fa Yuen Street,
Mong Kok, can induce impulsive (
) buying for those people shopping
for sport shoes.
• On the other hand, billboard
advertising at Cross Harbour Tunnel
and Eastern Habour Tunnel can create
awareness of the brand and the new
product.


• Internet advertising can complement
( ) traditional mass media in
reaching those young targets who are
heavy internet surfers.


Creative Media Buy

• Deﬂated helium balloon is giveaway for
each Next Magazine copy to signify the
lightless and use of helium in sport shoe
soles.

• Airship in the form of a dummy Air Helium
Max sport shoes is proposed because it
signiﬁes the lightness of the new sport
shoes.


Media Strategy


• Use TV as the primary medium to create
awareness for the targets aged 35-64
• Use print, MTR/KCR and Internet
advertisement to complement TV in
reaching the targets aged 15-34 and
supplement the dissemination of detailed
product message.
• Concentrate introductory weight in June/
July 2008 to lead the Olympic period by
buying spots and sponsor special TV
programs on Olympics, e.g. title TV
sponsorship or product placement


• Provide sustainable support in the weekly
program Sports World on TVB Jade before,
over and after the Olympic Period.
• Highlight the site’s Internet address in print,
outdoor advertisements and TV commercials.
• In addition to the above thematic advertising,
use tactical advertisements, e.g. discounted
sales promotion, immediately before
commencement of new academic year to
boost sales to students
• Re-launch the thematic and tactical
advertisements in next festive seasons, i.e.
Christmas of 2008, New Year and Chinese
New Year Holidays in 2009.

Post-Buy Evaluation


Since the budgets of a media plan are
estimates, the media planner has to
prepare a post-buy evaluation that
reports the actual ﬁgures about the
advertisements delivered.


As an example, the elements of post-
buy reports for magazine may include:
• The page that each ad appeared,
showing rotation of more than one
insertion of ad.
• Presence ( ) of any neighboring
competitive advertising
• Right-hand or left-hand page,
• Adjacency ( ) to compatible (
) editorial materials


• In addition to advising the clients, post-
buy evaluation is used as background for
future negotiation with the media.
• It is a numerical analysis of what was
executed versus what was planned.
• It does not deal with large issues such as
the awareness or success of the
advertisements, which should be related
to the effectiveness of the whole
advertising program for which the entire
marketing team is responsible.


Media Habits of the Targets Aged 35-64


Composition ( –
Target Audience )
= [no. of readers that is within targets / total
no. of readers of a particular magazine] x
100%
It is obtained through research by the
magazine from time to time.


MILK


TA


TA

o si tion
Co mp
30%


Coverage ( – TA
) = [total no. of readers of a
particular magazine / total no. of targets] x 100%

Index =[ Composition / percentage of targets out of
total population ] x 100%

CPM = Cost Per Mille (i.e. Cost Per Thousand)
= [4C Cost / Audience] x 1000


TA

ver age
Co
80%



Total Target:
35-64 (TA )
=1,248,855+1,193,788+668,101
=3,110,744



Composition (Total Targets):
%
TA
= Total TA / population
=3,110,744 / 6,864,346
=45.3%



Audience ( )

=Total TA X Coverage
=3,110,744 X 31%
=952,792



Composition of Magazine (East Touch)
Touch TA
= Index X Composition of Total TA
= 157 X 45.3%
= 70.9%



Coverage of Ming Pao Weekly
TA

= Audience / Total TA
= 852,097 / 3,110,744
= 27%



Index ( )
100 100 TA

= Composition / Composition of TA X 100
= 70.9 / 45.3 X 100
= 157



4C Cost ( )

CPM = 4C Cost / Audience X 1,000

4C Cost = Audience X CPM / 1,000
= 652,523 X 53.33 / 1,000
=HK$ 34,800



CPM (CPM = Cost Per Mille (i.e. Cost Per
Thousand)

= 4C Cost / Audience X 1,000
= 44,500 / 952,792 X 1,000
= 46.70


Tutorial


With reference to the above table,
suppose the total population is
6,800,000, ﬁll in the blank above.


(c) (f)

(g) (i) (k)
(a) (j) (m)
(d) (h) (l)
(b) (e) (n)


Audience of Mag B = Total Target
Audience x Coverage
= 4,333,012 x 27%
= 1,169,913

Audience of Mag D = Total Target
Audience x Coverage
= 4,333,012 x 33%
= 1,429,894


Composition of Total Target = Total
Target Audience / population
= 4,333,012 / 6,800,000
= 63.72%


Composition of Mag C= Index x
Composition of Total Target
= 131 x 63.72%
= 83%

Composition of Mag D= Index x
Composition of Total Target
= 142 x 63.72%
= 90%


Coverage of Total Target = Audience /
Total Target Audience
= 4,333,012 / 4,333,012
= 100%


Coverage of Mag A = Audience / Total
Target Audience
= 952,792 / 4,333,012
= 22%

Coverage of Mag C = Audience / Total
Target Audience
= 511,503 / 4,333,012
= 12%


Index of Mag A = Composition /
Composition of Total Target x 100
= 84.7 / 63.72 x 100
= 133

Index of Mag B = Composition /
Composition of Total Target x 100
= 73.1 / 63.72 x 100
= 115


4C Cost of Mag A = Audience x
CPM / 1000
= 952,792 x $40.11 / 1000
= $38,216

4C Cost of Mag C = Audience x
CPM / 1000
= 511,503 x $63.02 / 1000
= $32,235


CPM of Mag B = 4C Cost / Audience
x 1000
= 22,950 / 952,792
= $19.62

CPM of Mag D = 4C Cost / Audience
x 1000
= 39,850 / 1,429,894
= $27.87


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