Advertising and IMC Media Planning
LECTURE-19
Chapter Questions
What are the steps in the media planning process?
What is the difference between reach and frequency?
How do you determine a media mix?
What role does cost play in selecting media?
What factors are involved in scheduling media?
Chapter Perspective
Media are the bridge that connects…Media are the bridge that connects…
Organizations Consumers
Opening Case: Lee Jeans
An IMC program featuring:• The “Buddy Lee” theme, with:• initial phase of guerilla marketing tactics• two-part series of three-minute short films • ads on FOX, WB, ESPN 2, MTV, VH1, E!
An IMC program featuring:• The “Buddy Lee” theme, with:• initial phase of guerilla marketing tactics• two-part series of three-minute short films • ads on FOX, WB, ESPN 2, MTV, VH1, E!
Update a “boring” brandUpdate a “boring” brand
• Buddy Lee has become a bona fide pop-culture icon
• “Cool to wear" score moved from 26% to 35% • 3 percent market share growth
• Buddy Lee has become a bona fide pop-culture icon
• “Cool to wear" score moved from 26% to 35% • 3 percent market share growth
Opening Case: Lee Jeans
Challenge:Challenge:
Answer:Answer:
Results:Results:
Media Planning
Media planning: A process for determining the most cost-effective mix of media for achieving a set of media objectives• Goal: maximize impact while
minimizing cost • Media is often the largest MC
budget item
Lee Dungarees Media Mix
Media researchAnalyzing target audiences and media options
Media researchAnalyzing target audiences and media options
Media planningProcess of developing a good media plan
Media planningProcess of developing a good media plan
Media buyingExecution of a media plan
Media buyingExecution of a media plan
Media researchAnalyzing target audiences and media options
Media researchAnalyzing target audiences and media options
Media planningProcess of developing a good media plan
Media planningProcess of developing a good media plan
The Basics
PlanningSteps
PlanningSteps
Step 1: Media targetingStep 1: Media targeting
What Are The Media Planning Steps?
Think About It
Do you think all cigarette advertising should be pulled from magazines like Glamour, People, Newsweek, and Rolling Stone?
PlanningSteps
PlanningSteps
Step 1: Media targetingStep 1: Media targeting
Step 2: Determining media objectives
Step 2: Determining media objectives
Step 1: Media targetingStep 1: Media targeting
What Are The Media Planning Steps?
Reach
Reach: The percentage of anaudience that has had theopportunity to be exposed to amedia vehicle within a specified period of time
• Ideal goal: 100% reach
As Shown, it is Difficult to Achieve 100% Reach
Frequency
Frequency: The average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time period
• Frequency to be effective: 3-10 exposures• Varies widely by brand
The “A” Curve is More Desirable Because its Effective Frequency is Less than “B”
Gross Rating Points (GRPs)
Gross Rating Points (GRPs): The combined measure of reach and frequency indicating the weight of a media plan
• The more GRPs, the more “weight” a plan has
The Simple Formula to Calculate GRPs
Gross Rating Points (GRPs) = Reach x FrequencyGross Rating Points (GRPs) = Reach x Frequency
Print example50 reach X 5 insertions = 250 GRPs
Broadcast example6 (rating) X 5 (frequency) = 30 GRPs
Total Number of GRPs Delivered by a National TV Media Plan
CBS Evening News 6 x 5 = 30Friends 10 x 4 = 40Law & Order 15 x 6 = 90Monday Night Football 12 x 3 = 36 Total 196
Programs Program Rating Frequency GRPs
PlanningSteps
PlanningSteps
Step 1: Media targetingStep 1: Media targeting
Step 2: Determining media objectives
Step 2: Determining media objectives
Step 3: Determining media strategies
Step 3: Determining media strategies
Step 1: Media targetingStep 1: Media targeting
Step 2: Determining media objectives
Step 2: Determining media objectives
What Are The Media Planning Steps?
Some Products Will Require More Interactive Media to Gain Impact
Insight: Media Mix Habits
Many organizations use one or two media simply out of tradition. This happens most often with the use of magazine and TV. These media are often seen as the most “glamorous” of the
various MC tools. Most marketers prefer to identify themselves with a TV or magazine
advertising campaign rather than with a direct-marketing campaign.
Determining Media Cost
Cost per thousand (CPM):What a communication vehicle charges to deliver a message to 1,000 members of its audience
Used commonly for print media
Cost of ad unit X 1,000 = CPMCirculation or audience
How Does Cost Affect Media Selection?
Magazine AMagazine A Magazine BMagazine B
Rs. 20,000Rs. 20,000Cost of a Cost of a Full Page Ad:Full Page Ad: Rs. 30,000Rs. 30,000
Circulation:Circulation: 800,000800,000 1,500,0001,500,000
CPM:CPM: Rs.20,000 x 1,000800,000
Rs.20,000 x 1,000800,000
Rs. 30,000 x 1,0001,500,000
Rs. 30,000 x 1,0001,500,000
= Rs. 25= Rs. 25 = Rs. 20= Rs. 20
Rs. 20,000Rs. 20,000 Rs. 30,000Rs. 30,000
800,000800,000 1,500,0001,500,000
Tales From the Real World
The term “CPM” is often confusing for students. Unless you took Latin in high school, you wouldn’t guess that CPM stands for “Cost per Thousand.”
The chapter explains that the “M” in CPM is the Roman numeral for 1,000, but in the real world,
many professionals still aren’t sure. Unfortunately for them, most media sales people use this term in
quoting prices for their media. Which suggests another Latin term: caveat emptor.
PlanningSteps
PlanningSteps
Step 1: Media targetingStep 1: Media targeting
Step 2: Determining media objectives
Step 2: Determining media objectives
Step 3: Determining media strategies
Step 3: Determining media strategies
Step 4: Determining media Scheduling
Step 4: Determining media Scheduling
Step 1: Media targetingStep 1: Media targeting
Step 2: Determining media objectives
Step 2: Determining media objectives
Step 3: Determining media strategies
Step 3: Determining media strategies
What Are The Media Planning Steps?
Most Organizations Use One of These Three Scheduling Strategies
DATE :ESTIMATE NO. : CLIENT ABC
J.O.NO. : PRODUCT :
PERIOD Dec-12LAUNCH AD
Tue Wed Thu Fri
Newspapers
Station SizeT.
SpacePosition
01-Jan
02-Jan
03-Jan
04-Jan
Total Ins
Base rate
Color Charg
es
Discounted per
insertion cost
Total Discounte
d Rate
Jang Lahore 27x04-Color 108
Page-2 (Req)
1 1 1300 100% 280,800
280,800
The News Lahore -DO- 108 -DO- 1 1 750 25%
101,250 101,250
Daily Times Lahore -DO- 108 -DO-
1 1 70,000
70,000
Nawa-e-Waqt Lahore -DO- 108 -DO-
1 1 900 25% 121,500
121,500
Grand Total
3 573,550
573,550
An Example of a Media Schedule- Newspapers
An Example of a Media Schedule- Magazines
SCHEDULE & ESTIMATEDATE 19-11-12
ESTIMATE NO. : CLIENT ABCJ.O.NO. : PRODUCT XYZ
PERIOD Sep-12LAUNCH AD
MAGAZINES Size T. Space Position Total InsPer
insertion cost
Total Rack Rate
Arora FULL PAGEFULL PAGE ORD, COLOR
1 65,000
65,000
Herald FULL PAGEFULL PAGE ORD, COLOR
1 42,000
42,000
Newsline FULL PAGEFULL PAGE ORD, COLOR
1 20,000
20,000
News Week FULL PAGEFULL PAGE ORD, COLOR 1 3225-$ 3225-$
Times FULL PAGEFULL PAGE ORD, COLOR
1 3080-Us $
3080-Us $
Grand Total
Client: ABCActivity: Awareness CampaignAgency: XYZ
Channels Description TimeSpot
DurationDISCOUNTED RATE
Spot Rate
Total Cost
No Ins/Spot
No Sec
TRPs GRPs September-0819 20 21 22 23 24 25 26 27 28 29 30
FRI SAT SUNMON TUEWED
THU FRI SAT SUNMON TUE
QTV
RODP SEHR 8 20,000 2,667 32,000 12 96 1 12 2 2 2 2 2 2 RODP SEHR 33 20,000 11,000 66,000 6 198 1 6 1 1 1 1 1 1RODP IFTAR 33 25,500 14,025 98,175 7 231 1 7 2 1 1 1 1 1 RODP IFTAR 8 25,500 3,400 40,800 12 96 1 12 2 2 2 2 2 2
GRAND TOTAL
PAYABLE 236,975 37 621 4 37 4 3 3 3 3 3 3 3 3 3 3 3
ARY ONE WORLD
RODP11:00 PM --- 12:00
MIDNIGHT 8 20,000 2,667 120,000 45 360 1 45 3 3 3 3 3 3 3 3 3 3 3 3
RODP11:00 PM --- 12:00
MIDNIGHT 33 20,000 11,000 55,000 5 165 1 5 1 1 1 1
RODP11:00 AM --- 03:00
PM 8 7,500 1,000 31,000 31 248 2 62 2 2 2 2 3 2 2 2 2 2 2 2
RODP11:00 AM --- 03:00
PM 33 7,500 4,125 20,625 5 165 2 10 1 1 1 1 1
GRAND TOTAL
PAYABLE 226,625 86 938 6 122 5 6 6 6 6 6 6 6 6 5 6 6
PTV NEWS RODP
11:00 PM --- 12:00 MIDNIGHT
33 13,750 13,750 27,500 2 66 2 4 1 1
RODP11:00 PM --- 12:00
MIDNIGHT 8 3,334 3,334 80,016 24 192 2 48 4 4 4 4 4 4
$GRAND TOTAL
PAYABLE 107,516 26 258 4 52 5 4 4 0 0 0 0 4 4 5 0 0
EXPRESS
RODP10:00 Pm --- 11:00
Pm8 22,750 3,033 109,200 36 288 2 72 3 2 3 2 3 2 2 3 2 3 2 2
RODP10:00 Pm --- 11:00
Pm33 22,750 12,513 50,050 4 132 2 8 1 1 1 1
RODP01:00 AM --- 02:00
AM8 2,400 320 14,400 45 360 3 135 3 3 3 3 3 3 3 3 3 3 3 3
RODP01:00 AM --- 02:00
AM33 2,400 1,320 19,800 15 495 1 15 1 1 1 1 1 1 1 1 1 1 1 1
GRAND TOTAL
PAYABLE 193,450 100 1,275 8 230 7 6 8 6 7 7 6 8 6 7 6 7
HUM TV RODP
09:30 PM --- 10:30 PM
33 50,000 27,500 110,000 4 132 2 8 1
RODP09:30 PM --- 10:30
PM8 50,000 6,667 106,667 16 128 2 32 4
GRAND TOTAL
PAYABLE 216,667 20 260 4 40 0 0 0 0 0 0 0 0 0 0 0 5
ARY DIGITAL RODP10:00 PM --- 11:00
PM8 33,600 4,480 71,680 16 128 2 32 4
GRAND TOTAL
PAYABLE 145,600 20 260 4 40 0 0 0 0 0 0 0 0 0 0 0 5
An Example of a Media Schedule- Electronic
Final Note:
Media scheduling and other elements of the brand offering (packaging, publicity
releases, etc.) must be integrated so that a company does not miss opportunities for reaching the right audiences, at the right
time, in dynamic ways
A bad scenario: the media schedule begins running before the product is available
Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.
Strategic Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze Published by Houghton Mifflin Company.
Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall
Bibliography
The End:
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