MEDIA PLANNING

The New Age

• Converging industries
• Aligning media companies
• Multimedia convergence
• Exploding channels of distribution
• Consumer control
 Requiring
Requiring New
New Combinations
Combinations

• Total
Total
communications
communications
• Multimedia
Multimedia
communications
communications
• Cross-
Cross- messaging
messaging
 The Media Dilemma

• More
More choices
choices
• Greater
Greater fragmentation
fragmentation
• Greater
Greater commercial
commercial load
load
– however
however
• Limited
Limited time
time
 The
The Migratory
Migratory Path
Path
• Choices-
Choices- by
by design
design or
or
default
default
• From
From Target
Target Groups
Groups toto
Affinity
Affinity Groups
Groups
• Stronger
Stronger media
media connections
connections
• Understand
Understand why,
why, asas well
well as
as
who
who and
and how
how many
many
• Relevancy
Relevancy is
is the
the new
new
currency
currency
 Communication Channels
Television
Trade Radio

Direct Mail
Music property

Newspapers
Merchandise

Home shopping Video game

Kiosks
Event
Consumer
Contacts
On-line Magazines

Internet
Cinema
Multimedia
cross-promotion
Outdoor
Trader, Dealer
Incentives Feature Film
Theme Park/ CD Rom
Virtual Reality
Videos, Transit
Books Sales
Promotion
 Advertiser - Consumer
Relationship

 Change
Change in
in relationship:
relationship:

From
From implicit
implicit -- youyou watch
watch my
my commercials
commercials and
and II will
will
underwrite
underwrite youryour program
program
To
To explicit
explicit -- the
the consumer
consumer has
has ultimate
ultimate choice
choice with
with
regards
regards to
to the
the commercial
commercial message
message


 With
With the
the introduction
introduction of
of aa two
two way
way flow
flow ofof information,
information,
obvious
obvious targeting
targeting advantages
advantages will
will start
start to
to materialize.
materialize.
 Media Planning
• The media plan is the distribution channel
that connects the Selling Idea with the
customer
• Understanding the selling idea, the
customer and the connection results in
effective media solutions
• We need to pull the Selling Idea through
all media channels
 Approach
• Focus on:
– Strategic and innovative media
planning
– Innovative and integrated
execution
 Approach
Focus on
– Precise
Precise and
and Insightful
Insightful Targeting
Targeting
– Dynamic
Dynamic and
and Impactful
Impactful Innovation
Innovation
– Relentless
Relentless pursuit
pursuit of
of Efficiency
Efficiency
 Targeted
Targeted Targeted
Targeted
Planning
Planning
Planning
Planning
Targeted
Planning

Who are our prospects?

What is their behavior?
Where can we reach them?
 Innovative
Innovative
Innovative
Execution Innovative
Execution
Innovative
Execution
Execution Targeted
Execution Planning

How can we best impact them?

What new ways of communicating?
What sets us apart from others?
 Innovative Targeted
Execution Planning

Absolute
Absolute
Absolute
Efficiency
Efficiency
Absolute
Absolute
Efficiency Absolute
Efficiency
Efficiency
Efficiency
Reaching Enough ?
Often Enough?
Biggest Bang For Buck?
 Targeted
“In The Zone”

Innovative Efficient
 In The Zone
• It is not a matter of choosing one
but
– delivering
delivering all
all three
three
– all
all the
the time
time
New
New Challenges
Challenges Require
Require New
New Thinking
Thinking

• Integration
Integration of
of core
core strategy
strategy
• Relevancy
Relevancy isis the
the new
new currency
currency
• Connecting
Connecting is is key
key
• Understand
Understand the the customer,
customer, the
the media
media
relationship
relationship and
and the
the mindset
mindset
• Secure
Secure the
the premium
premium shelf-space
shelf-space
The
The Consumer
Consumer Contact
Contact Optimizer
Optimizer

• A proprietary tool that

– Works
Works in in tandem
tandem with
with the
the core
core strategy
strategy
– Focuses
Focuses onon the
the Conceptual
Conceptual Target
Target
– Pulls
Pulls the
the creative
creative platform
platform through
through the
the
media
media execution
execution
– Tracks
Tracks “A“A Day
Day In
In The
The Life”
Life”
– Digs
Digs deeply
deeply for
for Media
Media Insights
Insights
– Reinforces
Reinforces established
established sound
sound media
media
principles
principles
 A
A Five
Five staged
staged process
process
INFORMATION

INSIGHT
IDEAS

IMPERATIVES

INTERROGATION
 Replace
Replace the
the old
old model
model ofof
“outside”
“outside” looking
looking in:
in:

CONSUMER
MEDIA

BRAND
The New Model: Inside looking
out:

consumer INSIGHTS

media brand
 Footprint

Selling Strategy INFORMATION

Conceptual INSIGHT IDEAS

Target
IMPERATIVES

Creative Development
INTERROGATION
Traditional Media CCO Total
Approach Communications
Approach

• Demographics- • Consumer-driven
driven • All communications
• Above-the-line, channels
conventional media • Explosion of selling
options idea
 What should it do?
• Systematic
Systematic and
and logical
logical progression
progression
• Encourages
Encourages ourour media
media people
people
-- to
to dig
dig deeply
deeply
-- think
think creatively
creatively
-- uncover
uncover unique
unique Insights
Insights
-- media
media solutions
solutions
-- be
be disciplined
disciplined
• Distinguish
Distinguish your
your product
product
 INFORMATION
INFORMATION
INFORMATION
INFORMATION
INFORMATION
INFORMATION

INSIGHT
IDEAS

IMPERATIVES

INTERROGATION
 INFORMATION

• A checklist that helps us to gather the

critical background information that will
help us to make "informed" media
decisions.
 INSIGHT
INSIGHT
INFORMATION INSIGHT
INSIGHT
INSIGHT
INSIGHT
IDEAS

IMPERATIVES

INTERROGATION
 INSIGHT
Identifying
Identifying critical,
critical, actionable
actionable factors
factors about
about
our
our target,
target, and
and their
their consumption
consumption of of media
media
and
and messaging,
messaging, that
that will
will affect
affect the
the media
media
solution
solution

·· Tools
Tools
·· Understanding
Understanding the
the conceptual
conceptual target
target
·· Exploring
Exploring all
all communication
communication options
options
·· Linking
Linking the
the media
media and
and the
the creative
creative message
message
INSIGHT

Components of Insights
• Conceptual
Conceptual Target
Target
from
from “Selling
“Selling Strategy”/creative
TM
Strategy”/creative brief
brief
TM

• Mediography
Mediography
TM

• Autobiography
Autobiography of
of Target
Target
“This
“This is
is WHO
WHO II am”
am”

• Pictography
Pictography
A
A stock
stock photograph
photograph bringing
bringing the the
conceptual
conceptual target
target to
to life
life -- faciliatating
faciliatating
intuitive
intuitive judgement,
judgement, Focus
Focus group
group access,
access,
Marketplace
Marketplace visit
visit etc.
etc.
 INSIGHT

Mediography
TM

TM

Mediography is a proprietary tool that forces us to

understand how specific media fit into the lives of our
consumers.
The first step, the Media Audit, ensures that we consider
all media channels and communications platforms,
recognizing that Everything Communicates.
We should explore all opportunities to maximize
visibility and impact of the message
 Look for points of intersection
• bring media to the consumer
• create multiple points of contact
 Mediography
Media Audit
Direct Newspaper
Radio Mail Video Game
Television
Event
Trade Magazine
Property Music Cinema
Merchandise Outdoor
Home Communications
Feature Film
Shopping Channels
CD Rom
Kiosks
On-line Transit
Internet Virtual Reality
Multimedia Cross-Promotion Street
Furniture
Trade Incentives Books
Theme Videos Sales
Park (Promotion)
Look for Points of Intersection….

PLACE SPACE

MIND TYPE
where are they during the day?
• physically…at home, at school, at work,
at play
 what are they during the day?
• relaxed
• stressed
• communicating
• introspecting
 what media during the day?
• tv
• radio
• print
• internet
• videogame
INSIGHT

Autobiography
TM

Who is the consumer? What kind of things

are they into?
What do they do, like, want?
INSIGHT

Pictography
TM

We define our target in terms of what they

look like, what clothes they wear, how they
express themselves, etc.

This enables us to break through the numbers

and fine tune our communications plans.
diacy/Proximity/ Media Coverage Efficiency Comm.
Relevancy
Brand:
Product:
Target Audience:
Mediography
Channel Impact

Timing / Seasonality:

Time of Day Media

Day of Week Activity Place Mindset Implication
6AM-9AM

9AM-12PM

12PM-2PM

2PM-6PM

6PM-11PM

11PM-1AM

1AM-6AM
 IDEAS
INFORMATION IDEAS
IDEAS
INSIGHT IDEAS
IDEAS
IDEAS

IMPERATIVES

INTERROGATION
IDEAS

Core Drivers
– Critical
Critical Information
Information elements
elements // Insights
Insights
– How
How are
are they
they employed
employed to
to drive
drive the
the plan
plan

The Media Idea

– Headline
Headline (theme)
(theme) that
that will
will focus
focus all
all
elements
elements ofof the
the media
media plan,
plan, e.g.
e.g.
Coca-Cola
Coca-Cola -- “Ubiquity”
“Ubiquity”
Marriott
Marriott Hotels
Hotels -- “Own
“Own the
the
exclusive,
exclusive, elusive
elusive
1%”
1%” (heavy
(heavy business
business
traveller)
traveller)
IDEAS

What
What core
core strategies
strategies and
and corresponding
corresponding
key
key tactics
tactics drive
drive the
the media
media solution
solution
Core Strategies Key
Tactics
 IMPERATIVES
INFORMATION IMPERATIVES
INSIGHT IMPERATIVES
IMPERATIVES
IDEAS
IMPERATIVES
IMPERATIVES

INTERROGATION
 IMPERATIVES
• The Media Insight Tools have to work in
tandem with sound, established media
principles (Imperatives).

• These Imperatives should be addressed in

every media plan.

• The following is a checklist of these key

principles.
IMPERATIVES

• Demonstrate that the media plan

achieves the business purpose of the
campaign

• Clearly identified and articulated,

using the Information and Insights
Tools
· Media Objectives
· Media Strategies
· Media Tactics
IMPERATIVES

• Exhibits that support core decisions:

· target audience analysis
· insights
· budgets
· flow charts
· allocations of weight and budget by
season, target group and geography
· corporate considerations
 INTERROGATION
INFORMATION
INTERROGATION
INSIGHT
INTERROGATION
IDEAS
INTERROGATION
INTERROGATION
IMPERATIVES
INTERROGATION
INTERROGATION
 INTERROGATION
A final checklist that ensures the plan
addresses all critical business, strategic
and media issues before presentation to
the client.
INTERROGATION

1. What behavioral change are you trying

to effect and how does this relate to the
marketing objectives?

2. Have you accessed and used all the

critical data available?

3. Describe the individual you are

communicating to (Does this translate
into an industry standard demographic /
psychographic group?)
INTERROGATION

1 4. Describe the typical media day in

the life of this person

5. Have you explored all media

options?

6. Explain the importance of the

context in which the message is
received
INTERROGATION

7. What consumer insight(s) have you

translated into a media idea in
developing the media plan?

8. Summarize the core drivers of the

media strategy

9. What unique tactics deliver the

strategy?
INTERROGATION

10. How do the media strategy and

tactics address the business purpose
of the campaign?

11. Has the Media Idea been pulled

through the plan?

16. How will this media program be

presented and sold in a compelling
and persuasive manner?
 Targeted
“In The Zone”

Innovative Efficient
WHAT IS A MEDIA PLAN?
WHAT IS A MEDIA PLAN?

• A MEDIA PLAN IS A MEANS OF ORGANIZING A

BRAND’S
ADVERTISING BUDGET INTO . . .

RATIONAL,

MANAGEABLE,

GOAL-DIRECTED. . .

COMPONENTS.
WHAT IS A MEDIA PLAN?

• IT IS A BLUEPRINT OF FUTURE ACTION:

- DEVELOPED WELL IN ADVANCED

OF ACTUAL
IMPLEMENTATION

- EXECUTED IN REAL-WORLD
MARKETPLACE

- MODIFIED AS BUDGETS OR
COMPETITIVE ENVIRONMENT
CHANGE
 REMEMBER:

ALTHOUGH ADVERTISING IS SELDOM SUCCESSFUL

WITHOUT AN EFFECTIVE COMMERCIAL . . .

THE BEST PIECE OF CREATIVE IS WASTED IF:

THE RIGHT PEOPLE DO NOT

SEE IT OFTEN ENOUGH!

WHAT IS A MEDIA PLAN?

 MEDIA’S ROLE IS TO
EFFECTIVELY REACH
THE RIGHT PEOPLE.

 A MEDIA PLAN ADDRESSES WAYS IN

WHICH TO ACCOMPLISH THIS
TASK.

- IN CONVENTIONAL WAYS

- IN UNIQUE WAYS (BE CREATIVE!)

- “ SEPARATE AND SEEN ”

THE MEDIA PLAN IS A CRITICAL ELEMENT OF
THE CLIENT’S OVERALL
MARKETING PLAN... PART OF A BIGGER
PICTURE/PROCESS.

TRADE
PROMO
RESEARCH CONSUMER
PROMO

CREATIVE MEDIA
WHAT IS A MEDIA PLAN?

 A MEDIA
PLAN IS THE RESULT OF
VITAL CLIENT INPUTS

MARKETING OBJECTIVES
SALES GOALS
PRIME PROSPECTS
GEOGRAPHY
SEASONALITY
PROMOTION
CREATIVE
COMPETITION
BUDGET . . .ADVERTISING AND
PROMOTION
FROM THESE MARKETING DECISIONS WILL FLOW:

 ADVERTISING PLAN
 “SELLING STRATEGY”
 MEDIA PLAN
 THE COMMUNICATION PLANNING CYCLE

BUSINESS PLAN MARKETING PLAN

ADVERTISING PLAN

“SELLING
MEDIA STRATEGY”
PLAN
“CREATIVE”
THE COMMUNICATION PLANNING CYCLE

 LINKING THE MEDIA PLAN (EXAMPLE)

B U S IN E S S P L A N

M A R K E T IN G P L A N

M A R K E T IN G O B J E C T IV E
A C H IE V E S A L E S V O L U M E X IN 1 9 9 6

M A R K E T IN G S T R A T E G Y :
H O L D V O L U M E A T L A S T Y E A R 'S L E V E L

A D V E R T IS IN G S T R A T E G Y :
H O L D C U R R E N T U S E R F R A N C H IS E

M E D IA O B J E C T IV E :
DIRECT ADVERT ISING T O CURRENT F RANCHISE
MEDIA PLAN DEVELOPMENT
 THE MEDIA PLANNING CYCLE

Initial Fact Media Evaluating

Finding Objectives/ Alternatives
Strategies

Final
Recommendation

Post-Buy Execution Final

Evaluation Modification
THE MEDIA PLANNING CYCLE

 INITIAL FACT FINDING

- GATHERING MARKETING DATA

- EVALUATING MARKETING OBJECTIVES
AND STRATEGY
- DEVELOPING MEDIA OBJECTIVES AND
STRATEGY
INITIAL FACT FINDING

• MARKETING DATA

• CLIENT / AGENCY

- DEVELOPED
- CO - DEVELOPED

• PRIMARY / SECONDARY SOURCES

- CLIENT PROPRIETARY
- NIELSEN, ETC..
INITIAL FACT FINDING
 GATHERING MARKETING DATA (EXAMPLES)

 DEFINITION OF CATEGORY AND

COMPETITION
 CATEGORY, BRAND AND COMPETITIVE
SALES TRENDS
 CONSUMER DEMOGRAPHIC
CHARACTERISTICS

- SEX
- AGE
- INCOME
- EDUCATION
- RACE
- OCCUPATION

 GEOGRAPHIC SALES PATTERNS FOR

CATEGORY AND BRAND
 INFLUENCE OF MALE VS. FEMALE ON DECISION
AND PURCHASE
INITIAL FACT FINDING
 MARKETING DATA EXAMPLES (CONT’D)
 SEASONALITY OF SALES FOR CATEGORY
AND BRAND

 DISTRIBUTION
- AVAILABILITY

 PROMOTION

 CONSUMER ATTITUDES

- BRAND AWARENESS
- BRAND LOYALTY
- COMPETITIVE

 BUDGET

 ANY INFORMATION CONCERNING THE

EFFECT OF THE CURRENT ADVERTISING
EFFORT ON SALES
KRUGMAN THEORY
 HOW DOES ADVERTISING
WORK ?
1. THE FIRST EXPOSURE

To prompt the consumer to try and understand the nature

of the stimulus and to ask the question

“What is it ?”
 HOW DOES ADVERTISING
WORK ?
2. THE SECOND EXPOSURE

To prompt evaluation ( “What is it ?”

and recognition ( “I’ve seen this before”)
 HOW DOES ADVERTISING
WORK ?
3. THE THIRD EXPOSURE

To remind ( a stage which marks the beginning of

disengagement)

All subsequent exposures are repetitions of the third one

 THE “S” RESPONSE
FUNCTION
Says that there is a threshold level of exposures before advertising
starts to work
%
100

80

60

40

20

0 0 2 4 6 8 10 12 14
OTS
 Says that there is no threshold - the consumer seeks information from
the first exposure

THE CONVEX FUNCTION

100

80

60

40

20

0
0 2 4 6 8 10 12 14
THE OTHER SIDE
 HOW DOES ADVERTISING
WORK WITH THE
CONSUMER
• How do consumers actually behave ?
– “The consumer is not a dummy, she is your wife “ - David
Ogilvy
– People buy products because they need them, not because
they have learned a TV ad
– To get them to buy your brand, you have to reach them
when they are ready to buy a brand
 SUPPORT
• Behavioral Research
– Persuasion zero without product trial
– Product experience increases ad effect

Greater returns if you target existing buyers

Greater returns if exposure closer to purchase
 AD IMPACT - 41 BRANDS

25
20.1
18.5
20

Share 13.2
15
Gain 9.8
% 10
5.5
5

0
1 1-2 2-7 7-14 14-28
Days since last exposure
 3 KEY FACTORS
• Length of commercial
• Position in break
• Number of ads in break (Clutter)
INDEX OF RECALL
SPOT LENGTH
100
90
80
70
60
50
40
30
20
10
0
10" 20" 30"
INDEX OF RECALL
POSITION IN BREAK
140
121
120
98
100 93

80
60
40

20
0
FIRST MID LAST
INDEX OF RECALL
CLUTTER
140
120
100

80
60
40
20

0
2-4 5 6 7 8-10
ADS IN BREAK
 FULL CIRCLE

Inspite of several studies, 3 OTS still the benchmark.

Felt to be the optimum for most maintenance
advertising - providing we communicate powerfully
with the consumer in the first place !
Exceptions :

Launches and Promotions

Overcrowded markets e.g. teas, soap, etc.
Highly ad-responsive categories
 THE EXPERIENCE
• Three key factors
– Market
– Creative
– Media
 MARKET CONDITIONS
• Stage of Brand Established or New
• Brand share High or low
• Brand loyalty High or low
• Purchase Cycle Long or short
• Category Interest High or low
 CREATIVE
CONSIDERATIONS
• Message complexity Simple or complex
• Campaign Established or
New
• Selling Posture Product or Image
• Ad pool size One or many
• Ad Unit Long or short
 MEDIA FACTORS
• Media Noise Level Low or Heavy
• Environment Complementary or
Neutral
• Intrusiveness High or Low
• Schedule Continuity Continuous or
Flighted
 MEDIA BASICS
Introductory Terms
TARGET AUDIENCE

Definition: The demographic group that has been identified as the

key consumer group for the brand. all marketing/advertising
activity is concentrated on reaching/appealing to this group.

In practice: The fairy target audience is All Housewives.

The Clearasil target audience is Adults 12-24 years.
UNIVERSE

Definition: The actual number

of individuals within the defined
target audience.

In Practice: The Housewife

target audience (in market X) is
10,000,000.
The Adults 12-24
years universe (in market X) is
2,750,000.
 MEDIA BASICS
ADVANTAGES & DISADVANTAGES - BY
Media Advantages MEDIUMDisadvantages
Television Dynamics of sight, sound & movement Difficult to target
tightly
High coverage, high impact High production costs
Low cost per thousand High capital costs

Radio Young Profile Lacks impact

Regional opportunities “Wallpaper medium” (fleeting)
High frequency medium Low coverage
Creative - “theatre of the mind”

Print Long copy facility Slow builder of coverage

Targeted (Low wastage) Quality of reproduction varies
Low capital cost Poor coverage of certain targets

Outdoor High frequency Very limited research

Awareness builder Massive wastage in targeting
Regional opportunities High capital cost
Tactical

Cinema Young profile Very slow builder of coverage

Captive Audience Poorly researched
Dynamics of sight, sound, movement Appeals only to younger profiles
 MEDIA BASICS
THE ROLE OF SECONDARY MEDIA
Media Comment

* Print (Magazines) - Targets specific audiences (eg. teens,

pregnant women)
- Educational - long copy facility
- Can be used alone, but best as a support to TV
- Can be used to extend continuity

* Radio - Regional upweight option

- Targets specific audiences
- A support medium to TV

* Outdoor - Regional upweight option

- Boosts awareness
- Support to TV
 MEDIA BASICS
KEY TERMS TO KNOW ...

SOV: The brands percentage share of media

weight (GRP levels) relative to competition
within the category.

SOS: The brands percentage of media spending

relative to competition within the category.

Dayparts: The division of a TV schedule into

separate time zones.
 MEDIA BASICS
KEY TERMS TO KNOW ...

Target Audience:

Board: The overall target group against which

the media schedule is planned and
purchased. Ratings/coverage and frequency levels are
reported against this audience.

Core: The key audience within the broad target

that has the biggest business building
potential and against which the schedule is optimised.
 MEDIA BASICS
KEY TERMS TO KNOW ...

Year Round Advertising/Continuity:

Principle of running advertising on a

continuous basis as many weeks as possible
throughout the year. A continuity brand should achieve
a minimum of 39 weeks activity.

Flighting: Scheduling alternative periods of on-air

advertising with periods of inactivity.

Bursting: Heavy concentration of advertising

normally scheduled at specific times of the year.
 MEDIA BASICS
KEY TERMS TO KNOW ...

AOR: (Agency of Record) The Agency

responsible for specific P&G media functions.
Note: Brand Agency is always responsible
for media planning/strategy on their brands.

Scheduling: 1) Planning:
Planning The planning of advertising
in terms of number of weeks in, seasonality and timing.

2) Buying:
Buying The selection of specific TV
timeslots, programmes or dayparts in which to
place commercials to reach the target audience.
Scheduling is an AOR function.
 MEDIA BASICS
QUIZ SUMMARY
The following schedule was constructed against the target audience Housewives 18-49 years.
The universe for the target audience is 7.8m and the campaign cost is $110,000.

Programme Rating Unduplicated Reach Comulative Reach

Music Countdown 19 19 19
Baywatch 14 11 30
Another World 9 3 33
Roseanne 13 7 40
Dynasty 21 8 48
Eurovision Song Contest 7 2 50
Cheers 15 5 55
Dallas 18 8 63
63 63%

1) What GRP’s did this campaign achieve?

2) What is the Average Frequency?
3) What is the cost per GRP?
4) What is the CPM?
5) If Dallas was not on the schedule, how many GRPs would the campaign have achieved
and what would the campaign reach have been?
 MEDIA BASICS
CPM (Cost Per Thousand)

Definition: The cost of reaching 1000 individuals within the campaign target audience.

Formula: Cost x 1000 = CPM

GRPs (% 100) x Universe

In Practice: $75,000 cost; 120 GRPs; 10,000,000 Universe

175,000 x 1000 = $6.25 CPM

1.2 x 10,000,000

Notes: Work out the CPM given the following components:

Universe 7,500,000
Campaign Cost $52,000
Six spots in the schedule that achieved the following individual ratings:
23, 18, 9, 31, 17 and 12
 MEDIA BASICS
COST PER GRP

Definition: The cost of buying one rating point.

Formula: Cost / GRPs = Cost per GRP

In Practice: $150,000 / 340 GRPs = $441 cost per GRP

Notes: If your cost per GRP was $580 and your budget was
$275,000 for the month, how many GRPs would you
expect to buy?
 MEDIA BASICS
EFFECTIVE REACH
Definition: The percentage of the target audience who have seen the commercial at the
optimum frequency levels.

In Practice: The optimum frequency level to achieve brand awareness may be 2+. The
effective reach in the example below is therefore 53%.

61% 53% 42% 30% 22% 16% 11% 7%

Reach % 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+

Frequency Distribution
 MEDIA BASICS
Average Frequency
Definition: The number of times, on average, the audience reached sees the
commercial during a given period.

Formula: Average Frequency = Total GRPs / Reach

GRPs = Reach x Average Frequency

In Practice: 120 GRPs % 61 Reach = 2.0 Average Frequency

Therefore, 61% of the target audience will see the commercial on average
twice during the given period.

Notes: 400 GRPs and 6.9 Av Frequency = ? % Reach

400 Reach and 3.8 Av Frequency = ? % GRPs
320 GRPs and 65% Reach = ? Avg. Frequency
300 GRPs and 65% Reach = ? Avg. Frequency
300 GRPs and 30% Reach = ? Avg. Frequency
 MEDIA BASICS
Reach (Coverage)
Definition: The percentage of the target audience who saw the commercial at least once
during a given period.

In Practice: Programme Rating Unduplicated Reach Comulative reach

Dallas 30 30 30
News 21 12 42
Go-Bingo 18 8 50
Guiding Light 22 6 56
Cheers 29 5 61
120 GRPs 61 61% Reach

Notes: If we did not have Cheers on the above schedule, how many GRPs and what
Reach would this campaign achieve?
 MEDIA BASICS
GRPs (Gross Rating Points)
Definition: The sum of all ratings achieved in a campaign.
(Note: GRP levels are generally measured and reported on a 4 week basis.)

In Practice: Our commercial appeared in the following programmes:

Programme Rating
Dallas 30%
News 21%
Go-Bingo 18%
Guiding Light 22%
Cheers 29%
120%

- 120 GRPs achieved (or 120% of defined universe)

Notes: How many GRP’s would be achieved by a campaign with two commercials in
the News (both achieving a 27% rating) a spot in a football match (10% rating) and
two spots in Cheers (that achieved a 17% rating on once occasion and 19% on
another?)
 MEDIA BASICS
A RATING
Definition: The percentage of the target audience who saw the programme / commercial 1
rating point = 1% of the target audience.

Formula: Audience Achieved / Defined Universe = Rating.

In Practice: Housewives watching Dallas: 3,000,000

Housewives Universe: 10,000,000
Rating: 30%

Notes: If 700,000 16-24 year olds saw our commercial during “Search for Tomorrow”
and the universe of 16-24 year olds is 2.8m’ what rating did we achieve?
 MEDIA BASICS
CPM (Cost Per Thousand)

Definition: The cost of reaching 1000 individuals within the campaign target audience.

Formula: Cost x 1000 = CPM

GRPs (% 100) x Universe

In Practice: $75,000 cost; 120 GRPs; 10,000,000 Universe

175,000 x 1000 = $6.25 CPM

1.2 x 10,000,000

Notes: Work out the CPM given the following components:

Universe 7,500,000
Campaign Cost $52,000
Six spots in the schedule that achieved the following individual ratings:
23, 18, 9, 31, 17 and 12
What is an Objective?
 Media Objectives as
Guideposts
• What are Media Objectives?
– They can be defined as the “expression of
marketing objectives in media terms” and are
designed to help achieve marketing objectives.
– Media objectives are the foundation of a media
plan. They outline the tasks the media plan
must accomplish.
– It is imperative that your media objectives
firmly support advertising and marketing
objectives.
 Media Objectives as
Guideposts
• How are Media Objectives utilized?
– Media objectives are developed and set around
several key planning considerations:
• What are we advertising?
• To whom are we advertising?
• Where do we want to advertise?
• When do we want to advertise?
• How much/How often do we want to advertise?
• WHAT ARE WE ADVERTISING?
• DEFINE OVERALL MEDIA
OBJECTIVE
– What specifically are we trying to
accomplish?
– Based on the Marketing Objectives, formalize
the overall Media Objective:
• Generate, Increase or Maintain Awareness Levels
• Explanation of an Innovative Product
• Extend the Usage of a Product
• Meet a Competitive Situation
• TO WHOM DO WE WANT TO
ADVERTISE?
• TARGET AUDIENCE
– Who are our potential customers/users?
– The Target Audience should be
Analyzed/Defined in terms of:
• Demographics
• Psycho-graphics/Lifestyle
• Product Usage/Brand Decision Maker/Purchaser
• Income and Education
– All available sources should be reviewed:
• Client Research
• Secondary Sources (SMRB, MRI, etc.)
• WHERE DO WE WANT TO
ADVERTISE?
• GEOGRAPHY
– Where do our potential and current
customers live?
– Can be defined in terms of:
• National
• Regional
• Local
• Combination
• Urban vs. Rural
• “Problem” Markets
• Key Sales areas
• WHEN DO WE WANT TO
ADVERTISE?

SPRING WINTER

SUMMER FALL
• SEASONALITY
– What time of the year do we want to advertise?
• Define Seasonality/Timing requirements:
– The seasonality of Product Sales and Usage will
directly effect the timing of advertising

– Comparing category seasonality of sales with your

brand will provide an indicator of a brand’s
strength/weakness during key category consumption
periods

– Through this analysis you can determine

opportunities to impact your client’s business either
by concentrating advertising during peak seasons, or
perhaps with contra-seasonal
• SEASONALITY (cont’d)
– Beyond Seasonality, several marketing factors
can influence scheduling of advertising:
• Promotional Activity
• Introduction of a new campaign/geography
(markets)
• Competitive activity
• Trade factors
• Holidays
• Media efficiencies
• Weather
• Day of Week/Time of Day
• HOW MUCH OF THE TARGET
AUDIENCE DO WE WANT TO
REACH AND HOW FREQUENTLY?

RE Y
AC NC
UE
H Q
RE
F

CO
T NT
C IN
PA UI
IM TY
• DETERMINE BUDGET - $HOW
MUCH$
– The media budget may be pre-determined by
the client, or you may be asked to develop a
budget “to task”
– If the budget is pre-determined, you are still
responsible to add perspective:
• Compare to prior year or years; Does it keep pace
with Inflationary factors?
• Will it provide sufficient funding to accomplish the
task at hand?
• What, if any, are the alternatives?
• DETERMINE BUDGET (cont’d)
– In order to develop a budget “to task”, you
should maintain a range of what is realistically
affordable
– Several methods can be utilized to aid in
establishing a budget:
• Percent of Sales?
• Can we achieve the communication goals?
• What will our SOV be versus our competitors?
• Historical spending trends
• DETERMINE COMMUNICATION
GOALS
– Set against the target audience over a
designated time frame. When possible, goals
should be expressed in terms of 4-week and/or
campaign increments:
• Overall Reach (Net/1+)
• Effective Frequency Level (3+/4+/5+)
• Reach at the Effective Level (33%, 50%, 67%)
• Continuity (On-Air Presence)
• COMMUNICATION GOALS
(cont’d)
– To establish communication goals, several
factors will help in their determination:
• Client Historical Performance
• Marketing Factors
– Established or New Brand
– Competitive Environment
– Category Leader
• Creative Factors
– Message Complexity
– New/Continued Campaign
– Image/Product Sell
• Personal Judgement
• COMMUNICATION GOALS
(cont’d)
– Depending upon the situation, you can have
several different communication goals, over the
course of the annual plan:
• Peak Sales Period/Low Sales Period
• Introduction/Sustaining Periods
• Competitive Situation/Reaction
• ADDITIONAL PLAN
CONSIDERATIONS
– Determine additional considerations/media
mandatories:
• Promotional Periods
• Prior Media Comittments
• Client comfort level for certain Media Vehicles
• Creative (Sizes, Unit Lengths, Type)
 ESTABLISHING GOALS
Marketing and creative factors play a major role
in determining effective frequency goals.

MARKETING FACTORS CREATIVE FACTORS

Brand Maturity Message Complexity
Brand Dominance Message Uniqueness
Consumer Loyalty Creative Size/Length
Purchase Cycle Commercial Pool Size
Competitive Strategy Campaign Status
Target Prospect Demographics
 MEDIA TACTICS
HIGH
HIGH LOW
LOW
Scheduling Tactics: Flighting Continuity

Media Mix: Daytime TV Prime

Late Night TV Premium Sports
Fringe Spot Specials
Radio Newspapers
Out of Home
Cable/Syndicatiom

Creative Mix: :10 Ids/ Split :30’s :60’s/:30’s

Small Space Print Ads Spreads/Pages

Timing: First/Third Quarters Second/Fourth Qtrs

Dispersion: Few Publications Many Publications

• Good media ideas can come from anyone,
so make sure to listen to all and any
ideas. What may not work for one client,
may be the perfect solution for another.

MEDIA PLAN
 “Two Guys Ties” Media Objectives
– Target Audience:

– Geography:

– Seasonality/Timing:

– Communication Goals:

Names:
Two
TwoGuys
GuysTie
TieCompany
Company
Principals:
Principals:
Harlan Schwarz
Harlan Schwarz
Tom Telesco
Tom Telesco

WHO?

WHAT?

WHEN?

WHERE?

HOW MUCH?
 Two
Two Guys
Guys Tie
Tie Company
Company
Principals:
Principals:
Harlan Schwarz
Harlan Schwarz
Tom Telesco
Tom Telesco

• Business: Men’s ties for the man that truly wants to stand out from
the crowd.
• Target: Primarily, Men age 35-64, HHI $50,000+. They are ego-
driven individuals who feel they are breed apart from most men.
Their self-confidence, however, is largely based on the ofjects that
they acquire, as well as others’ opinions of them. Endorsement by
their peers is important. Secondarily, during Father’s Day and the
Holidays, we would like to reach mothers and daughters during the
gift-giving season.
• Our ties are engaging, different, outlandish, even garish or bold
• Ties will retail for $50-85
• This brand is a lauch and currently has no awareness.
• Competitors are Fendi, Ferragamo, Paul Stuart
 Two
Two Guys
Guys Tie
Tie Company
Company
Principals:
Principals:
Harlan Schwarz
Harlan Schwarz
Tom Telesco
Tom Telesco

• We want to lauch in Spring, product will begin shipping to

channels in February and will be in upscale men’s stores by
April.
• We would like a plan that encompasses the remainder of 1996
• Distribution is national, however, New York (Manhattan) is an
important trendsetting geography, and we would like to
emphasize that market in addition to Los Angeles.
• We have $10,000,000 gross for a budget
• Category sales by month:
Jan 4% April 9% July 3% Oct 8%
Feb 5% May14% Aug 4% Nov 10%
Mar 5% June 17%Sept 7% Dec 14%
Media Strategies/Tactics
 Planning Process
 Objectiv
es
Media Plan

 Strategie
s
 Strategies are...
• An outgrowth of the media
objectives
– How will I obtain those goals?

• They are the roads traveled to

achieve a desired objective
 Strategies are...
• Definitive action statements
– supported with rationale for the type(s) of
media recommended
 e.g. Utilize television for its ability to provide broad
immediate reach against the target market
 Strategies must...
• Benchmark against the Media Objectives
• Address the six core questions:
– Who?
– What?
– Where?
– When?
– Why?
– How (Much/Often)?
• While their are numerous strategies that
may achieve the objective, decisions need
to based on the planning parameter’s
(objectives)

 OBJECTIVES
What? Take a trip to a warm climate
Why? It’s Spring Break
Who? Me & my girlfriend
Where? Miami
When? Feb 15th - 20th
How Much? $1000
How Often? Cover 5 days modest accomodations
• OBJECTIVES • STRATEGIES
- Take a trip to a warm – Take a Plane
climate – Take a Train
- It’s Spring Break – Drive a car
- Me & my girlfriend – Hitchhike
- Miami – Walk
- Feb 15th - 20th
- $1000
- 5 days modest
accomodations
 Strategies can be...
• Rationalized through the use of:
– Syndicated research
– Client Research (Nielsen, Sales Data)
– Trends
– Competitive environment
– Creative execution
– Salesforce Input
– Industry Data
 Exercise
• OBJECTIVE - Secure a 10% raise on or
before your last annual raise
• STRATEGIES?
 Exercise
• OBJECTIVE - Secure a 10% raise on or
before your last annual raise
• STRATEGIES
a Tell your Supervisor when your last raise was
b Tell your Supervisor how much of a raise you think
you deserve
c Tell your Supervisor why you think you deserve a
raise
d Tell your Supervisor what you’ve done recently
 Media Tactics
• Methods used to implement the strategy
• Communicate the “creativity” of the
media action plan
– innovation
– new media vehicles
– promotional elements
– “license to dare” alternatives
– scheduling schemes
– competitive tactics…exclusivities, etc.
• Example
Within television, utilize primetime
exclusively due to its high reach capability
coupled with high(est) attentiveness. As
well, purchase “primetime” curtains of
inventory (e.g. CBS Monday Night, NBC
Thursday Night, etc.) to insure domination
in the highest profile programming
 Exercise
• OBJECTIVE - Secure a 10% raise on or
before your last annual raise
• STRATEGY - Compile a list of reasons
why you deserve a raise, how much you
deserve, and when you expect to receive
it
• TACTICS?
 Exercise
• Two Guys Ties (Case Study)
– Same groups from prior class to continue
exercise
– Based upon objectives developed in prior
class, develop strategies and tactics
Women Research Findings

Gillete- braun
Loreal
 Braun- TG
• Females
• Sec A / B
• Age : 20-40 yrs
• One group in delhi
 McCann Insight & Understanding

• For a woman, TV is her window to the

outside world
• Her reward is pure entertainment and
escape
• Different patterns and motivations emerge
with segmentation… older conservative
versus younger more modern within 15-30
• The older woman tries (almost always) to strike
a balance, she does not break boundaries
• This gets reflected in the programmes she
enjoys and likes to watch
• Films and soaps are her first love
• Admires the characters - her role models
• She balances self-indulgence by watching
religious programmes
• The younger woman is more assertive and
often rebellious
• She needs to live on the edge to feel in
control
• She is impressed and influenced by
magazines like Elle and Cosmo
• She watches Star Movies and Channel V
• She watches cricket to relate
• Magazines are a critical part of a woman’s
life
• Often takes on the role of a friend and
counsellor
• Priority reading for her are articles that deal
with relationships and those that make her
look good to her family and friends
 Opportunities for Gillette
• Positioning and association benefits are key
• Opportunity to segment and narrowcast
• Borrow authority and exploit appetite for
information
 Mediography
Media Audit
Direct Newspaper
Radio Mail Video Game
Television
Event
Trade Magazine
Property Music Cinema
Merchandise Outdoor
Home Communications
Feature Film
Shopping Channels
CD Rom
Kiosks
On-line Transit
Internet Virtual Reality
Multimedia Cross-Promotion Street
Furniture
Trade Incentives Books
Theme Videos Sales
Park (Promotion)
Research findings : Loreal
 Loreal - Tg
• Females
• Sec A1+ / A / B
• Age : 25+
• Bombay : 2 groups
• Separate tg’s
– Loreal: Sec A1+, 35+
– Ultra doux&Synergie : Sec A/B, 25-35
 Press Magazine Mix - Everything
Advertising & Marketing Communicates Story Basis

News
City specific
General Interest
Teenager
Films

Business
Women’s
Communications
Music Channels Specialised
Industry
Sports specific

Fashion Health

Beauty Children’s

Parenting
Interior Design
Commerce
Housekeeping
 Media relationships
• Focus group in Bombay
• Sample size : 12
• Females
– Sec A1+ , 35-45 : 4
– Sec A, 30-40 : 4
– Sec A , 20-30 : 2
– Sec B , 20-30 : 2
 Exploring Relationships with
Media
• Newspapers
– They are all daily readers with strong morning habits
– TOI is the most favored with a smattering of additional
regional papers
– Not just the headlines but sports, news and politics is
avidly read
– They have more time on weekends than weekdays and
spend on an average half an hour
– Supplements are actively read for city news , gossip ,
cookery etc and Bombay times is the preferred one
 Exploring Relationships with
Media
• Television
– The entertainment outlet to liven up their daily lives
– Watched across the day with mornings , pre/post lunch being
ones own time and evening /night a family affair.
– All of them show high night TV viewing along with dinner
– Channel zapping is not identified as a big problem , few of
them give in to their childrens preferences
– All of them look forward to and make time for award shows
like Miss India , Filmfare awards , look of the year etc
 Exploring Relationships with
Media
• Television
– Strong channel preferences with Zee , Star pl and Sony as
their core set of channels.
– DD , El and Movie channels are the others regularly
watched with Discovery , Home & BBC get a stray mention
– Zee ruling the roost in programme preferences with higher
involvement in serials as compared to the song programmes
– Strong dislikes are absent in most cases , horror/ detective
shows are the only outcasts
 Exploring Relationships with
Media
• Magazines
– Great interest in women & film magazines, followed by
general interest, business magazines evicting little
response
– On favorite magazine ratings India today has the lead
closely followed by different magazines of the Women
(Savvy,Femina) & film (Filmfare, stardust) genres, RD
and chitralekha are also in the reckoning.
– On an average 2-3 hrs are being spent spread across
the week
– Subscribers and Non are equivalent with high pass on
readership
 Exploring Relationships with
Media
• Magazines
– A very clear preference for sections
– High on the list of favorite sections are stories - cover
& otherwise , followed by gossip
– They regularly also read cookery, fashion , makeup,
health etc. to keep up with the times.
– Politics and business segments are normally flipped
thru.
– A magazine as a whole is seen as good and there are
no sections which are disliked
 Exploring Relationships with
• Radio
Media
– Plays a background role, with a little over half tuned in
the mornings & afternoons.
– Listenership totally of FM only with Hindi songs - old
& new attracting them.
• Cinema
– On an average nearby Cinema halls are visited once a
month
– Romance , family and Social films are the most wanted
with high preference of hindi cinema
– Social outing with equal morning/afternoon visits with
friends and evening/night with the family
 Exploring Relationships with
Media
•
In Sum ...
Consumers are very receptive to all media vehicles and
plays a very pivotal role in their lives
• TV is her window to the outside world & magazines are
her friend & counseler
• Magazines & Supplements get close and active
involvement
• Though the whole magazine is avidly read/liked , cover
stories is a strong favorite
• The most looked forward to Media coverage is that of
the award shows - Miss India / Filmfare awards ...
My Name is Fehmida ,I have an appartment in Juhu . My
husband has a glass factory and my two children are in
school . I start the day with prayers at 5 am in the
morning, and am very busy as I have to send my children
& husband to school and office. Have to pack their tiffin
&get them all ready.I then jog and have breakfast at 7 am ,
that is the time that I relax and read the paper.
I then spend the rest of the morning looking after the house
and doing my chores and getting lunch ready to eat with
my children. Once a week I spend time on myself - going
to the beauty palour , putting mehndi ,egg , painting my
nails. All this is very important to me as women today are
advancing and I don’t want to be left behind.
Afternoons are spent sleeping and in the evening I spend time
with my husband and children in front of the TV and cook
dinner . Weekends are really busy as the family is home
and we go for family functions, I take special care of my
look then.
I love to spoil myself and shop lots for clothes and jewelery ,
and whenever I go out maybe to the movies /anywhere else
with my husband I always try and look my best .I want to
look as young as is possible therefore I regularly take care
of my skin using a scrub and putting cream twice a day .
Wrinkles are a giveaway so I use anti wrinkle cream for it.
Now there are so many products in the market but earlier
my brother used to get them for me from Dubai.
Hello , My name is Neelu Bhavnani ,am close to 45 years and I
live in Peddar Road . My husband is working with a shipping
firm , one of my daughters is married the other one is still in
college. To keep me busy I have been involved in charity
work for the last 15 yrs , and now it takes up most of my time
on weekdays , Bruno (dog) & I spend the evening walking ,
that helps to keep my weight down.
Socially I keep very busy and on weekends post a relaxed
morning reading the newspaper cover to cover , we go out to
the club or a movie with some friends and the nights are spent
either entertaining or being entertained by somebody.We know
so many people that we end up being out of the house most of
the time and both of us enjoy meeting people.
I really love to shop and clothes are my first love ,earlier on I
would not repeat any dresses and would buy a new one for
every party , but now as I get older I mostly shop for my
daughters.
As I keep telling my daughters that appearance is very
important and to look good one has to take care of oneself .
Regular walks for physical well being and a hair care routine
to ensure compliments , where I wash my hair twice a week
apply hair color once and make sure that my hair looks nice
and bouncy always.Luckily my skin is very good and I have
never used anything other than oil of olay twice a day for it. I
do not believe in too much make up , looking just right for
the occasion is my signature.
 Mrs Millwala - Core Media
Habits
TV PRESS
• Throughout the day • 1st interaction for
entertainment
• Programme : Antakshri /
• -Headlines / film news &
BAB / Amanat cricket
• Zee tv / El & Discovery • Womens era / RD - Fashion /
Makeup / dresses & Recepies
Radio
• Background Music
• FM : Spare time Cinema
• New film songs • Suburbs : once/mth
• Night shows & only Hindi
 Mrs Bhavnani - Core Media
Habits
TV PRESS
• Very little only at night • / I Exp - read everything.
• Programme : Election / • Savvy & B.India -
News / ZSK / Antak everything spl the gossip /
• Star plus & Zee tv cover story / Information

Radio
• First Interaction with Cinema
media • Town : once/mth
• FM: 9-11 am : • Night shows & mostly
• old film songs & News Hindi
Who is the Loreal Woman ?

Sec A 1+ , 35+
Is She Ms Fehmida Or Ms
Bhavnani
 REACH
AND

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