MARK 2063:

Integrated Marketing
Communications #2

                     Week 7
 LO2

Today

 Media Planning Considerations

 Audience Coverage
 Media Alternatives
 Scheduling / Timing Considerations
 Geographic Considerations
 Programmatic Buying

 Tactic Review
 Print
 OOH
 Many Factors Must be Considered
When Planning Media

Numerous factors are considered for achieving objectives

we discussed last week:
Discussed
• Budget
last week
• Media Alternatives
• Audience Coverage
• Scheduling / Timing
• Geographic Considerations
• Competitive Media Strategies

3
Audience Coverage
 LO2

What is an audience?

 Audience is the number of homes, eyeballs, or

ears exposed to (ie. given the opportunity to
see/hear) an advertising medium at a given
time
 Audience is the commodity that media sellers sell
and media buyers buy

Source: Ronald Geskey, Media Planning and Buying in the 21 st Century 3rd Edition, 2015
 LO2

What does “Coverage” Mean?

 Coverage defines the audience that has an

opportunity to view, hear, or read a media
vehicle
 It’s the potential audience, not actual audience
 For example, in broadcast, the term coverage
refers to the geographic area capable of
receiving a station’s signals (whether anyone is
watching!)

Source: Ronald Geskey, Media Planning and Buying in the 21 st Century 3rd Edition, 2015
 LO2

A key to successful media planning

is to ensure the media you select has
the right audience for your offering.
 Target Marketing Matching Strategies

8
Scheduling / Timing Options
 LO2

Aspects to consider…

 Time of year
 Continuity
 How many days/weeks/months
 What interval
 Time of day
 Time of week
 Continuity

• How long? At what interval?

• Very expensive to air ads all season long, so
advertisers will usually “flight” ads
Continuous Spending vs. Flighting

11
 Media Planning Considerations
Media Scheduling Options

12
 Time of Day / Week

Must also make decisions around:

• Time of day
• Daytime, Fringe, Primetime, late
night
• Time of week
• Weekends, weekdays?

13
 The Blocking Chart
• Media schedule is normally presented in a calendar format, often
referred to as a blocking chart.
• Refer to page 456 of your textbook to see a filled in example
MEDIA BLOCKING CHART - Starlight

2015 MEDIA PLAN

Week beginning Monday JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Target:

TELEVISION

OUT OF HOME

MAGAZINES

NEWSPAPERS

RADIO

DIRECT MARKETING

14
15 Minute
Break
Geographic Considerations
 Market Coverage

National coverage
• Requires media coverage wherever product is available

Key-market plan
• Time and space are purchased in markets (usually
urban) that have been identified as priorities

Selective coverage plan

• Attempts to reach target market regardless of geographic
location
17
 Geographic Media Market
Analysis

Media Planners must analyze whether there are

problems on a market-by-market basis.
• Some problems like low awareness or negative
product perceptions can be addressed with
increasing ad exposure
• Other problems like poor quality product or weak
distribution cannot be solved my advertising

18
 Brand Development Index (BDI)

BDI: a measure of the per capita purchasing of a

particular brand in a certain region vs. the country
average

BDI = Per Capita Brand Sales in a Region x 100

Per Capita Brand Sales in Country

19
 Category Development Index
(CDI)

CDI: a measure of the per capita purchasing of a

particular category in a certain region vs. the country
average

CDI = Per Capita Category Sales in a Region x 100

Per Capita Category Sales in Country

20
 BDI / CDI Matrix

HIGH HIGH

BDI
LOW LOW

CDI
21
Print Tactic Review
Advertising Spend on Newspaper
(Dailies) Declining Dramatically

Source: IAB 2014 Actual + 2015 Estimated Canadian Internet Advertising Revenue Survey
Types of Newspaper Advertising

Editorial content is arranged around two broad forms of newspaper advertising:

Display
• Includes general/national advertising and retail advertising
• Retail ads usually stress sale items and specials
Classified advertising
• Classified ads provide readers with opportunities to obtain a variety of products and
services
• Experiencing declines due to online (ie. Kijiji, Craigslist)
Pre-printed Inserts (retail flyer advertising)
• Inserted into the fold of the newspaper to look like a separate smaller section
• Canadian retailers spend $2 billion annually advertising in flyers

24
 Advantages & Disadvantages of
Newspaper Advertising

ADVANTAGES DISADVANTAGES
• Geographic selectivity • Short lifespan
• Suitability for small • Lack of target market
advertisers orientation
• Cost • Clutter
• Engagement • Poor reproduction
• Flexibility quality

25
 Magazines Advertising

“A magazine is simply a devise to

induce people to read advertising.”
- James Collins, 1907

26
 Advantages & Disadvantages of
Magazine Advertising

Advantages Disadvantages
• Target-Market Selectivity • Lead Time
• Geographic Flexibility • Clutter
• Engagement • Cost
• Quality of Reproduction • Frequency
• Lifespan (Pass-Along
Readership)

27 27
 Readers flip through magazines quickly, so:

Keep the message simple and visual

OR
Catch attention so reader wants to engage

28 28
29 29
30 30
31 31
32 32
OOH Tactic Review
 OOH works…
People still go out, and we aren’t
staring at our phones 100% of the
time
34 34
 Out-of-Home (OOH) Media
• Out-of-Home media includes various forms of:
• Outdoor advertising
• Transit advertising
• In-store advertising

• Reaches a massive cross section of a city’s audience 24/7

• A growing segment of the advertising industry. Factors contributing to

outdoor advertising’s popularity are:
• Specialization and fragmentation in other media, especially radio and TV
which has led to more outdoor advertising
• New technologies have transformed outdoor ads into a dynamic and even
entertaining medium
35
36 36
37 37
 Advantages & Disadvantages of
Outdoor Advertising

ADVANTAGES DISADVANTAGES
• Reach & Frequency • Creative Limitations
• Some Targeting • Clutter
Flexibility • Unobtrusive Medium
• Size & Quality of
Message
• Creating Product
Awareness
• Cost

38
Transit Advertising

Transit options include:

• Interior Cards
• Exterior bus posters
• Vinyl transit wraps
• Station Posters
• Subway – Digital Content
• Station domination

39 39
 LO4

Coming Up…

 Next week is Intersession – NO CLASS

 Week 9:
 Media Buying / Negotiations
 Programmatic Buying
 Media Analytics (comScore)
 LO4

Resources:

Chicago, Illinois: 1965..A steel worker on a beam takes a coffee break high above Lakeshore Drive
in Chicago. Credit: Underwood Archives \ UIG (Britannica Imagequest)

Handshake. Businessmen shaking hands. Credit: PASIEKA/SCIENCE PHOTO LIBRARY /

Universal Images Group (Britannica Imagequest)