Chapter 5 Advertising Planning: Traditional Media Copyright © 2008 Pearson Education Canada.

Chapter 5Chapter 5

Advertising Advertising Planning:Planning:

Traditional Traditional MediaMedia

Copyright © 2008 Pearson Education Canada

Copyright © 2008 Pearson Education Canada 5-2

Learning ObjectivesLearning Objectives

1) Describe the steps involved in media planning

2) Distinguish among media objectives, media strategies, and media execution

3) Describe the various factors that influence media strategy decisions

(continued)


Learning Objectives Learning Objectives (Continued)(Continued)

4) Outline the characteristics, strengths, and weaknesses of mass media advertising alternatives


Media PlanningMedia Planning

Media Planning – a plan of action to communicate a message to the right people, at the right time, and the right frequency

The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost


Media Planning ModelMedia Planning Model


The Media BriefThe Media Brief

Market ProfileMarket Profile

Competitor Media StrategyCompetitor Media Strategy

Target Market ProfileTarget Market Profile

Media ObjectivesMedia Objectives

Media BudgetMedia Budget


The Media PlanThe Media Plan

Media Plan – a document that outlines the relevant details about how a client’s budget will be spent

Media ExecutionMedia Execution

Media StrategyMedia Strategy




WHOWHO …is the target market?

HOWHOW …many, often, long?

WHENWHEN…is the best time to advertise?

WHEREWHERE …are the priorities?

WHATWHAT …is the message?


Media StrategyMedia Strategy

Media Strategy – a plan for achieving media objectives to reach the target audience as effectively and efficiently as possible

Limited financial resources

Demands for accountability(continued)


Media Strategy Media Strategy (Continued)(Continued)

Should address:How often to advertise

How long to advertise

Where to advertise

What media to use

Will rationalize why only certain media recommended


Factors Influencing Media Factors Influencing Media StrategyStrategy

Target Market Profile

Nature of the Message

Geographic Market Priorities

Timing of Advertising

Reach/Frequency/Continuity


Target Market ProfileTarget Market Profile

Shotgun StrategyShotgun Strategy

Rifle StrategyRifle Strategy

Profile-Matching StrategyProfile-Matching Strategy


Nature of the MessageNature of the Message

Creative and media strategy should be synergistic

Right message in the right medium


Geographic Market Geographic Market PrioritiesPriorities

National

RegionalCategory development index (CDI)

Brand development index (BDI)

Key Market Coverage


BDI Analysis ExampleBDI Analysis Example


Timing of AdvertisingTiming of Advertising


Reach/Frequency/ Reach/Frequency/ ContinuityContinuity

ContinuityContinuityThe length of time required to generate impact on a target

ReachReachTotal audience exposed to a message one or more times in a period, usually a week

Gross Rating PointsGross Rating PointsCalculated by multiplying reach and frequency

FrequencyFrequencyThe average number of times a message has been exposed to an audience over a period of time


Reach/Frequency/ Reach/Frequency/ Continuity ExampleContinuity Example


Media ExecutionMedia Execution

Media Execution – translating media strategies into specific media action plans

Look at cost efficiencies

Develop a schedule

Allocate budget


Media SelectionMedia Selection

Cost per thousand (CPM) is a determining factor

Select the Particular MediumSelect the Particular Medium

Select Class of Media Within the TypeSelect Class of Media Within the Type

General Type of MediaGeneral Type of Media


Comparing Media Comparing Media AlternativesAlternatives


Media Schedule and Media Schedule and Budget AllocationBudget Allocation

Develop media calendar

Assign estimated costs to all activities

Blocking Chart – shows allocation of a brand’s media budget according to time of year and type of medium


Media BuyingMedia Buying

Negotiate final prices

Replace any media that has become unavailable

Seek favourable rates and positions to maximize efficiency and achieve objectives


Media AlternativesMedia Alternatives

Traditional

Television

Radio

Newspaper

Magazines

Out-of-home

Non-traditional

Internet

Mobile communications

Video games

Use of both primary & secondary media recommended


TelevisionTelevision

Network Advertising

Network Advertising

SelectiveSpots

SelectiveSpots

LocalSpotsLocalSpots

SponsorshipSponsorship


Television Advantages and Television Advantages and DisadvantagesDisadvantages


New Strategies for New Strategies for Reaching a TV AudienceReaching a TV Audience

Product placement

Branded content

Shorter TV commercials


RadioRadio

Station format determines the audience profile

Radio is ideal for reaching targets defined by age

Radio is an important medium if a “key market” strategy is recommended


Radio Advantages and Radio Advantages and DisadvantagesDisadvantages


New Technologies Affecting New Technologies Affecting RadioRadio

Internet radio

Podcasting

Satellite radio


NewspapersNewspapers

Offer geographic selectivity

High reach in local markets

Effective at reaching a broadly defined adult market


Newspaper RevenuesNewspaper Revenues

NationalAdvertising

NationalAdvertising

RetailAdvertising

RetailAdvertising

ClassifiedAdvertising

ClassifiedAdvertising

PreprintedInserts

PreprintedInserts


Newspaper Advantages Newspaper Advantages and Disadvantagesand Disadvantages


MagazinesMagazines

Business and consumer magazinesTwo types of circulation

Paid circulationControlled circulation

Good for profile-matching and rifle strategiesMagazines are a “class” medium instead of a “mass”medium


Magazine Advantages and Magazine Advantages and DisadvantagesDisadvantages


Out-of-home AdvertisingOut-of-home Advertising

Highly visibleCan reach a mobile populationSuitable to a shotgun approachThree types

Outdoor AdvertisingTransit AdvertisingOther


Outdoor AdvertisingOutdoor Advertising

Posters or billboards

Backlit poster

Superboard or spectacular

Banners

Murals

Electronic signs

Transit shelter

Mall posters


Outdoor Advantages and Outdoor Advantages and DisadvantagesDisadvantages


Transit AdvertisingTransit Advertising

Interior cards

Exterior king poster

Exterior seventy poster

Superbus advertising

Bus murals

Station posters


Transit Advantages and Transit Advantages and DisadvantagesDisadvantages


Other Forms of Other Forms of Out-of-home AdvertisingOut-of-home Advertising

Washroom advertising

Elevator advertising

Cinema advertising


Chapter ReviewChapter Review

1) Describe the steps involved in media planning

2) Distinguish among media objectives, media strategies, and media execution

3) Describe the various factors that influence media strategy decisions

(continued)


Chapter Review Chapter Review (Continued)(Continued)

4) Outline the characteristics, strengths, and weaknesses of mass media advertising alternatives

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Chapter 5 Advertising Planning: Traditional Media Copyright © 2008 Pearson Education Canada.

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