An abc of media planning

1. Strategic Media Planning The Process

12. REVIEWING A CLIENT BRIEF

17. EVALUATING THE COMPETITION

19. ESTABLISHING OBJECTIVES

20. Why are Media Objectives so important?

24. The Marketing Objectives - Media Objectives Link Continually Question How will this media plan help accomplish my marketing objectives?

26. Media Objectives need to be established to answer …... Who? Target Audience Where? Geography When? Scheduling How Often? Communication Goals

27. WHO? THE TARGET AUDIENCE

30. How would the Target be defined if we wanted to steal share from the Competitor? 18-24 14 13 93 15 107 25-34 23 24 104 27 117 35-33 19 21 111 21 111 45-54 13 14 108 12 92 55-64 13 13 100 12 92 65+ 18 15 83 13 72 Our Brand % Users Index Competition % Users Index % Pop.

31. Common Problem: Targeting Own User When Strategy Calls For Stealing Share From Competition 18-24 14 13 93 15 107 25-34 23 24 104 27 117 35-33 19 21 111 21 111 45-54 13 14 108 12 92 55-64 13 13 100 12 92 65+ 18 15 83 13 72 Our Brand % Users Index Competition % Users Index % Pop.

32. How Would You Define This Target Audience? LDA – 24 15 16 106 32 200 25-34 25 30 120 27 108 35-44 19 20 105 15 79 45+ 41 34 81 26 63 Imported Beer Drinkers % Comp Index % Vol. Consumed Last 7 Days Index % Pop. Males/Age LDA is Legal drinking age

33. Common Problem: Targeting Users Without Considering Their Volume Imported Beer Drinkers % Comp Index % Vol. Consumed Last 7 Days Index % Pop. Males/Age LDA is Legal drinking age LDA – 24 15 16 106 32 200 25-34 25 30 120 27 108 35-44 19 20 105 15 79 45+ 41 34 81 26 63

34. WHERE? GEOGRAPHY

38. Using BDI, CDI & MOI

39. BDIs And CDIs Are Often Used To Help Evaluate Market Potential BDI Low BDI High CDI Low CDI High 0 100 50 150 200 200 50 0 Maintenance Markets (little growth) Key Markets (protect from competitors) No Potential for Growth Opportunity Markets (high growth potential) 150

40. How Would You Classify Priority Markets For Different Marketing Objectives? Source Business From Heavy users Competitive manufacturer’s brand New users Marketing Objective Priority Markets

41. How Would You Classify Priority Markets For Different Marketing Objectives? Source Business From Heavy users Competitive manufacturer’s brand New users High BDI & High CDI Low BDI & High CDI Marketing Objective Priority Markets

42. How Would You Classify Priority Markets For Different Marketing Objectives? Source Business From Heavy users Competitive manufacturer’s brand New users High BDI & High CDI Low BDI & High CDI Marketing Objective Priority Markets Low BDI & High CDI

43. How Would You Classify Priority Markets For Different Marketing Objectives? Source Business From Heavy users Competitive manufacturer’s brand New users High BDI & High CDI Low BDI & High CDI Marketing Objective Priority Markets Low BDI & High CDI Low BDI & High CDI

44. HOW OFTEN? COMMUNICATION GOALS

45. Reach, Frequency, Geography And Continuity Are Interrelated With a fixed budget , need to must decide which is most important... Frequency Reach Continuity Geography

49. Factors In Establishing Effective Frequency Levels Marketing Life Stage Share Loyalty Advertising Advertising goal Message communication Message distinctiveness Campaign style Competitive Media “noise” level Editorial environment Total Established High High Awareness Simple Unique Continuing Uncluttered Complementary New Low Low Attitude shift Complex Common New Heavy clutter Neutral Factor Low Effective Frequency High 1 3 6 4 5 2 X X X X X X X X X Total is 35, divided by 9, equals 3.9 Therefore, the effective frequency is 4 1 2 6 4 10 12

51. Effective Frequency Estimator

52. Setting Frequency Targets- Frequency Estimator

53. Effective Frequency Estimator

65. WHEN? TIMING

67. Scheduling Patterns Continuity Flighting Media weight scheduled for many weeks throughout year Intermittent, with gaps in advertising Pulsing Continuous advtg with heavier weight in some months - flighting and continuity combined

69. MEDIA STRATEGIES