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PLAID SWAN Media. Marketing. Creative. Media Planning & Buying Vicki Dirksen
| Date post: | 29-Oct-2014 |
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PLAID SWAN Media. Marketing. Creative.
Media Planning & BuyingVicki Dirksen
Why should I plan my advertising?Evaluate all optionsIdentify objectives and how to reach themAllows for proactive not reactionary spendingSeparate advertising from public relationsDevelop a schedule of when your ads will runProvide history for future referenceBetter resultsSAVE MONEY
Your media plan forces you to: Review your marketing objectivesReview the options available. Evaluate them against your objectives. Set your minimum and maximum budget
constraints. Create alternative scenarios until you uncover
the strategy that accomplishes your objectives within those constraints.
Develop a schedule for each medium. Summarize your plan in the form of a calendar
and budget. Negotiate with media representatives to execute
your plan.
Goal Setting & EvaluatingFive Step Approach:Why Are You Advertising?What Do You Want To Accomplish? Who Do You Want To Primarily Target? When to You Want to This to Happen? Where Do You Want This To Happen?
The Devil Is In The Details
Basic VocabularyCPM (aka Cost Per Thousand)CPM represents the cost of reaching one thousand people via different types of media. To calculate CPM, you find the cost for an ad and divide it by the total circulation/audience the ad reaches (in thousands). By finding this information and calculating this cost for each of your options, you can give them a numerical ranking for comparison.
Basic VocabularyCirculationPrint advertising prices are based on the circulation of the publication in question. Publications will quote you a circulation figure based on paid subscribers. The audited circulation figures are verified by monitoring organizations.
Basic VocabularyAudienceAudience is the equivalent of circulation when you're talking about broadcast media (radio & television). Audience size varies throughout the day as people tune in and tune out. Therefore, the price for advertising at different times of day will vary, based on the audience size that the day-part delivers.
Basic VocabularyPenetrationPenetration describes how much of the total market available you are reaching. What degree of penetration is necessary for you depends on whether your strategy is to dominate the market or to reach a certain niche within that market.
Basic VocabularyReachReach is the total number of people exposed to a message at least once in a set time period, usually four weeks. Reach is the broadcast equivalent of circulation for print advertising. To make reach go up, you buy a wider market area.
Basic VocabularyFrequencyFrequency is the average number of times the people that are reached are exposed during that time period. To make frequency go up, you buy more ads during the time period.
RadioSTRENGTHS WEAKNESSES Reaches consumers while they are
in transit. Greatest value-added capabilities. Radio is an excellent frequency
medium. Targets narrowed demographic
age/sex cells in a specific listening area.
Intrusive. It is a one-on-one relationship.
Highly negotiable. Low unit cost and low production
cost. Appeals to listener’s emotional
side. Copy can be changed quickly &
easily. Multiple messages can run during
same buy.
Clutter. Lots of advertisers can make it difficult to get competitive separation.
Not a good medium for broad demographics.
Audio only. No visual. Advertiser must “paint a picture” in the mind of the listener.
Advertisers must run enough spots on each station to achieve a 3.0 frequency per station, per week.
You must buy more than one station in order to achieve reach goals due to station loyalty. Even then, it is difficult to achieve more than a 50% reach.
Cable TelevisionSTRENGTHS WEAKNESSES Excellent for reaching narrowed
target demographic audiences by networks.
Spot rates are low, allowing for higher frequency.
Geography can be customized to fit the marketing area.
It is a local medium. Advertisers can narrow their coverage to specific zones.
Various tie-in and promotional opportunities.
Involves both visual and audio senses.
Commercials can be heard out of view from the TV set.
Highly negotiable.
Audiences per network are small. Subscription rates are rising, causing
some people to discontinue service. Satellite dish subscribers will not view
local commercials. Cable penetration varies greatly from
market to market and is not available in all areas (particularly rural).
DVR allows people to skip or fast forward through commercials when playing back recorded shows.
The cost of prime time and sports programming is very expensive.
Spots cannot be revised at the last minute. Production lead time is long.
Broadcast TelevisionSTRENGTHS WEAKNESSES Enables the advertiser to reach
large, mass audiences with a single exposure.
Presents both audio and visual. Combines sight, sound, and motion to draw the viewer in.
Reaches almost all American homes via antenna, cable, or satellite dish.
Reaches a larger geography than radio.
Rates are highly negotiable. The medium has a high believability
factor and influences consumers. Can portray a glamorous image for brand building.
Network share of prime time viewing on the decline due to cable TV choices.
Cost-per-thousands continue to rise as do the costs per :30 second spot from one year to the next.
The cost of prime time and sports programming is very expensive.
Clutter. Lots of advertising & options.
Spots cannot be revised at the last minute. Production lead time is long.
Not a cost-efficient, viable medium to reach narrowed, target specific groups of people.
Audience is shrinking.
Cinema (Movie Theatres)STRENGTHS WEAKNESSES Message is distributed across
multiple screens and reaches various groups of people in a targeted geographic market.
Can incorporate both audio & video.
Because of their size they are attention-grabbers.
Consumers are essentially a captive audience waiting for the movie to begin.
Potentially cost-effective way to reach an otherwise expensive community.
Can target demographics by movie rating.
Limited availability. Copy must be 10 words or less. Time spent with ad is very low. Space must be reserved
approximately 30-45 days in advance.
Additional fee to change creative or message.
Creative files are due approximately 3 weeks prior to appearing on-screen.
MagazinesSTRENGTHS WEAKNESSES Excellent for prestige products
and image building campaigns. Long ad life (may be kept for 3-4
months) with high pass-along readership.
Ads can be aesthetically appealing and high quality.
Specialty magazines allow the advertiser to target specific consumer groups.
Regional and local editions allow for limited geography.
Typically there is a long lead time before ad is published.
Ad cannot be changed at the last minute.
Circulation limited to the frequency with which the publication is issued.
Clutter: The typical magazine is 50% advertising.
Production, especially with color, can be expensive.
Rates can be expensive depending upon publication chosen.
NewspapersSTRENGTHS WEAKNESSES Traditional medium with wide
acceptance. Newspaper readers tend to be
older and have higher income and education levels.
Reaches large mass audience, primarily over 35 years old with a single exposure.
Excellent for complex messages. Excellent for sale events.
People price-shop in newspapers. Multi-day discounts are available. May be available for specific
ethnic groups within a select market.
Not the best medium for building awareness or image-building.
Daily circulations continue to decline due to the availability of news on the Internet.
No competitive separation. Newspapers have no shelf life. Newspaper ad rates continue to
climb due to rising paper costs. Not all readers read the entire
paper. Newspapers are very cluttered
with advertisements
Free Community PapersSTRENGTHS WEAKNESSES Can be targeted to specific
demographics or lifestyles. Typically reaches every household
in a community – particularly for shoppers.
Shoppers appeal to bargain hunters – ideal for coupons.
Typically distributed for free. Readers vary widely depending on
content & focus of publication.
Quickly discarded, no shelf life. Low-quality production. Limited creative options. Many ads are overlooked. High level of clutter. Not paid publications so people
don’t feel a responsibility to read them.
May have negative view of publication if delivered to home without request.
Outdoor (Billboards)STRENGTHS WEAKNESSES Message can be displayed 24 hours
a day, 7 days a week. Boards can be illuminated around
the clock. Because of their size they are
attention-grabbers. Can be highly creative due to
extensions and snipes. Many are located on highly
trafficked highways. Frequency can be built quickly. Options available – digital, bulletin,
posters, rotators Can run multiple messages on
digital billboards under same contract.
Negative environmental image. Limited availability. Copy must be 10 words or less. Time spent with board is very low. Space must be reserved
approximately 30 days in advance. Viewer ship is subject to weather
conditions, traffic flow, and environmental factors.
Digital billboards have high rates and are typically shared by 6-8 advertisers.
Can’t change creative quickly or often with vinyl billboards.
Added Value Items which do not have an actual cost to the medium
are easier to negotiate.Typical added value is 10% of buy.Negotiate per buy and per media outlet. If you can’t get what you want, ask what they can do.Use added value for future buys.Remember your sales rep is there to work with you.
Added Value ExamplesBroadcast Print Bonus commercials Sponsorships/
Promotions Online ads Social media tie-ins E-mail promotion Production of
commercials On-air giveaways On-air interviews On location remotes
Editorial coverage Section placement Discounted or free
ad adjustments (color, size, etc.)
Bonus ads Ad design Reduced rates Online ads Social media tie-ins Sponsorships/Promotions
Outdoor Additional month or
week at no cost Ad design Free or discounted
production for vinyl or posters
Additional location at reduced cost
PromotionsUsually involve some non-dollar exchange.Can be centered around a single business.Small businesses can work together to
partner for a larger promotion.Work with your sales representatives to
develop a promotion that fits your needs.When developed and implemented correctly a
promotion will extend your purchased campaign substantially – improving reach and frequency.
