Asher Media, Inc. The Difference is Strategic Vision UNT Media Class Media Planning March 27, 2008.

Asher Media, Inc.

The Difference is Strategic Vision

UNT Media ClassMedia Planning

March 27, 2008

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Purpose

● How written media presentations are developed

- Outline the structure of the traditional media plan

- Propose questions to assist in brainstorming for the plan

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Agenda• Purpose

• Agenda

• Background

– Media planning overview

– Anatomy of a Media Plan

– Situational Analysis

– Steps in Plan Development

– Getting ready to develop a media plan

• Media Objectives

• Media Strategies/Rationale

• Media Tactics

• Summary

• Appendix

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Media Planning Overview

• Media planning flows out of marketing and communication problems that require solutions

• A good media person is first a good marketing person- with an expertise in media

ACTION• Ask questions…lots of questions.

– Who, Where, What, Why, When, How

• Designed to make you knowledgeable about client’s products and problems.

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• When all questions have been answered and decisions made, recommendations and rationale are organized into a written document, or a “media plan”

• The plan becomes a blueprint for selection and execution

• Plan also acts as a guide for the actual purchase of the media

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• Media planning is more than finding answers to a list of questions about media

• Media planning is a process or a series of decisions that provide the best possible answers to a set of problems

• Media planning is an art; not a science

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No One Right Media Plan

• There is no one right media plan, it depends on- Company philosophy

- Competition- Size of advertising budget- Relationship of advertising, sales promotion and

personal selling effort- Marketing and communication tasks to be accomplished

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Anatomy of Media Plan

• Purpose• Agenda (Table of Contents)• Background/Situation Analysis• Recommendation

– Objectives– Strategies– Tactics– Rationale

• Flowchart• Budget Recap• Next Steps • Appendix

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Media Plan

Situation Analysis– History– Market trends– Marketing considerations– Target audience

Media Strategies– Target audience– Timing and scheduling– Geography– Media mix– Reach and frequency– Sales promotion (if needed)– Budget breakdown

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Situational Analysis

• Marketing Facts– Competition– Creative/Brand history– Target audience – Geography– Timing and purchase cycle– Media mix – facts about target’s use of the media


Steps in Plan Development

1. Understand the Marketing Plan

- Information provided by Account Service or Client

- Defines the Marketing Goals

2. Develop Media Objectives

- Based on input received in the Marketing Plan

3. Determine Media Strategies

- Based upon Media Objectives

4. Determine Media Tactics

- Based on strategy

- Serve as a basis for implementation 5. Implementation

- Based on Media Tactics

6. Stewardship

- Post Buy analysis

- Did the buy deliver as projected?

- Did the plan achieve its objectives?


Getting Ready

The Marketing Plan- Plans activities which will address one or more of the marketing opportunities

“There is no such thing as a marketing problem, only an opportunity” *

- Should include specific goals to serve as a basis for the Media Objective (s)

● Example: Increase share by 2% by converting users of Brand X- Also includes:

● Marketing Objectives● Spending Strategy● Distribution Strategy● Which elements of the marketing mix are to be used● Identification of the best marketing segments

*Dr. Tom Ingram, University of Texas at Arlington


Getting Ready

Interpreting the Marketing Plan- Recognize various Marketing information needs

● Market size and share of all major players

● Distribution practices● Sales history, forecasts, costs, and profits● Methods of selling● Identification of specific prospect markets● The product- brand character, purchase and usage

habits

Take the time and effort needed to think about how you are going to develop the plan before getting

started.


Media Objectives- Translates the marketing plan into goals that media

can accomplish• Should be one or 2 sentences

- Should be specific● Example: Delivery against the secondary target should be at least 80% of the delivery (%) of the primary target

- Can include the following● Target Audience● Timing (seasonality)● Creative Considerations● Geography● Communication Goals (Reach and Frequency)● Budget

– Example: Enjoy an evening out with friends

Who? What? Where? When? How? How Many?


Target Audience analysis

• Define the target audience by MRI, Simmons, Scarborough or Media Audit analysis

– DemographicsAge, Gender, Education, Income, etc.

– Psychographics (Simmons or VALS)Attitudes, beliefs and opinions

– Geographic (if necessary)

– Product usage or usage levelsSales-oriented segmentation

(i.e.) Airline target 25 trips per more


MRI Target Audience


Example Target Audience

• Target customers who frequent bars/restaurant and/or play pool/billiards once a week– Demographics

• Primarily Men (67%)• Age 21-39

– Secondary Age 21-49• High School graduate plus (37%)• Primarily never been married (47%)• Employed (63%) with IEI $15,000+


Psychographics

• Psychological characteristic of consumers– Differentiate among prospects with the same demographic

characteristics

• Psychographic measures– MRI has Lifestyle research (VALS)

• Values and Lifestyles Study

– Simmons


VALS – Values & Lifestyle Study


Media Plan Development-Who

• Who we are trying to reach- Customer profile

● Sex● Age● Income● Family Size● Occupation● Education● Marital Status

- Influenced by● Product User● Actual Purchaser● Frequency of Purchase● Amount of Purchase


Media Plan Development-Where

● Where we want to advertise- Nationally- Regionally- Metro/Urban-Suburban- County Size

● Influenced by- Market Volume- Share of Market- Distribution- Business Development- Competitive Activity- Need for Timing of Advertising- Creative Support


Media Plan Development-What

● What we want to advertise

- Product/Brand

- Price Points- Promotion

● Sweepstakes

● Premium Items

● Influenced by

- Product volume

- Competitive pressure- Sales pressure- Pre-determined factor from marketing objectives


Media Plan Development-Why

● Why we want to advertise

- Increase sales

- New product introduction- Account support- Promotion tie-in Partnership- Awareness

● Influenced by

- Inventory

- New account demands- New product introduction- Sluggish sales


Media Plan Development-When

● When we want to advertise- Weekly/Monthly/Annually- Weekends/Weekdays- Holidays- Mornings/Midday/Evening

● Influenced by- Seasonality- Promotional windows- Product consumption- Holiday push- Length of offers


Media Plan Development-How

● How we want to advertise- Media Choices (see appendix for media strengths/weakness)

● Television● Radio● Newspaper● Outdoor● Magazine● Programming● Editorial Environment

- Influenced by● Creative● Marketing● Timing● Product (visual)● Budget


Media Plan Development

• Strategy: Ways to achieve the objective(s)- Media strategies develop out of the objectives and are

a series of actions selected from several possible alternatives to best achieve the media objectives

● Cover such decisions as which kinds of media

should be used● Whether national or local advertising should

be used● How many ads should be scheduled

• 1-2 sentence overviews of each media type

Example: Invite friends to meet at Chili’s Friday night


Quintile Analysis

• Cluster of population into groups of fifths

• Population is ranked from high to low on particular characteristics

• Tile groups analyzed based on media usage


Example – M21-39; Bar/Restaurant or Play Pool

Television viewing quintilesTelevision viewing quintiles

Total Total adultsadults

% % adultsadults

% % M21-39M21-39

BarBarGoersGoers

20 %20 %

2020 % %

2020 % %

20 %20 %

2020 % %

100 %100 %

3535 % %

25 %25 %

18 %18 %

12 %12 %

1010 % %

100100 % %

Q1Q1

Q2Q2

Q3Q3

Q4Q4

Q5Q5

IndexIndex


Interpretation of Quintile

• 35% of bar consumers in the heaviest group (Index: [35/20] x 100 = 175)

• Indicates TV is good to reach bar/restaurant goers• Quintile 1 is always the heaviest usage group• Quintile 2 is next heaviest • Quintile 5 is the lightest usage group

• Look for high index numbers in the first two quintiles


VALS plus Media Quintile

VALS: M21-39 who go to bars or play pool once a week & who follows trends/ fashions or likes to be in charge of a group or

likes to lead others

020406080100120140160

Magazine Newspaper Radio TV Internet Outdoor

Ind

ex

Heavy Heavy-to-Medium Medium Medium-to-Light Light


Rationale

• What kinds of vehicles Match this target? Why?• Justify with Index numbers, Percentages from MRI

and/or Simmons– Magazines- which titles?– Radio-which formats– TV- which programs types; which specific programs– Cable- which specific channels– Newspapers – National- which ones? Local- Why?– Internet, OOH, Direct Mail – get secondary sources


Media Research rationale

Source: MRI, Doublebase, 2006



• Tactics: Fine-tuning actions to be taken

- After strategy is determined, the implementation

of the media plan begins

● These subsequent decisions are referred to as tactics

- Selection of vehicles in which to place ads

- The number of ads to be placed in each vehicle - The size of each ad - Specific positioning

Example: Make reservation; Meet at 8:30 at Chili’s; Check for specials


Objective•M21-39•Market (s)•June Launch•Reach 50% 5+times•Budget

Strategy

Television, Radio, Internet, Out-of-Home

Tactics/Rationale

Relevant programming, Prime, Sports Adj., Cable TV, All Day radios, Banners, email blasts, non traditional OOH Negotiate & Implement

Who, Where, When, How Much

What

How




• Make specific media recommendations

- The specific plan should show

● Media to be used

● Length/Size of commercial units● Amount of each medium● Costs● Specific scheduling of the media (flowchart)● Budget recap● Next steps

Appendix


Advantages/Disadvantages-Network Television

Advantages● National coverage (Regions Available)● Visual-Audio demonstration● In-Program positions● More efficient than spot TV (more

impressions per advertising dollar), depending on geographic comparisons/objectives

● High attention levels● Easily implemented● Both selective and mass markets may

be reached- Sports: primarily male- Saturday mornings: children- Special event, comedies, etc:

many age groups- Day: woman

Disadvantages● High total cost● Short life messages● Early commitments required● Clutter● Not flexible


Advantages/Disadvantages-Spot Television

Advantages● Visual-Audio demonstration● High Reach/Impact● Efficient (but not as efficient as network TV)● Easily implemented locally● Heavy-up availability● Spending can be related to sales potential● Flexible in terms of varying weight levels

- Timing/Programming

● Scheduling/Program alternatives- End of week (heavier shopping

day)

Disadvantages● High total cost● Short life messages● Commercial placement adjacent to programs


Advantages/Disadvantages-Cable Television

Advantages● Visual-audio demonstration

● Efficient (Network Cable)● Lower out-of-pocket cost● Greater demographic selectivity● Geographic flexibility (spot cable)● High frequency

Disadvantages● Local cable is not measured

- High cost per prospect

● Low reach (65% penetration)


Advantages/Disadvantages-Television Dayparts

Advantages● Daytime TV

- Efficient delivery of women- Coverage of the full-time, large family

household- Frequency of message weight- Relatively high concentration of female viewers,

indicating interest in programming specifically for women

● Fringe TV- Provides coverage of working women- Delivers the prime prospect when she is paying

greater attention (particularly late fringe)- Frequency of message weight

● Primetime TV- Provides broad awareness/reach quickly- Provides an attentive audience- Coverage of working women- Provides desirable program environment- All-family audiences

Disadvantages● Daytime TV

- Relatively low potential reach when used alone

● Fringe TV- Expensive

● Primetime TV- Expensive- High Clutter


Advantages/Disadvantages-Radio

Advantages● High frequency● Efficient● Demographic selectivity● Local personalities for commercials/implied

endorsements● Good support medium● Excellent for mobile populations

due to car radios● Low out-of-pocket cost● Good for price offers● Immediate availability● Promotional

Disadvantages● Not visible● Limited reach potential/many stations in market● Fleeting messages● Cluttered medium● Background medium


Advantages/Disadvantages-Consumer Magazines

Advantages● National coverage● Demographic selectivity

- Diversity of editorial formats● Geographical flexibility available● Visual presentation● Superior reproduction (4-color)● Prestigious/Authoritativeness● Longer life● Higher readership/Issue (pass-along audience)● Coupon vehicle (pop-ups/on page)● Can offer compatible editorial environment● Merchandisable● Controlled circulation may pinpoint a Audience

- Profession/Occupation

Disadvantage● Longer lead time (generally 1-3 months)● Lack of immediacy● Slow build of audience● Regional positions (usually back of book)


Advantages/Disadvantages-Outdoor

Advantages● Broad reach/impact● Visual presentation of product to consumer● Good support/reminder medium● Localized advertising through the use of

snipes● High frequency● Geographic flexibility● High summertime visibility● Around the clock exposure (lighted panels on main thoroughfares)● Good for simple copy/product identification● Point of retail medium● Immediate● Strategic board locations

- Ethnic coverage- College students

● Merchandising services● Often longer exposure than contract period

Disadvantages● Limited to simple message● Recall questionable● A relatively high cost medium● Production costs are high● Competes for attention with other things such as traffic, scenery, etc…● Zoning restrictions● No target ability


Advantages/Disadvantages-Newspaper

Advantages● Immediate/Timely● Coupon vehicle● Visual presentation of product● Local impact● Environment (Travel section)● Longer copy platform● Opportunity for retail tie-ins● Color availability● Easily implemented locally● Merchandisable● Offers scheduling alternative

- Best Food Day

● Short lead time● Price/message medium● Reach

Disadvantages● Reproduction limitations, particularly color● Short life● Cost of buying national coverage is high● Small pass-along● National rates are higher than retail rates● Standardization of newspaper formats● Limited target ability● Difficulty in controlling position


Advantages/Disadvantages-Sunday Supplement

Advantages● Local market impact with a magazine format● High readership● Visual presentation of product● Coupon vehicle● Environment● Color availability● Longer copy platform● Reach

Disadvantages● Longer lead time (generally 6

weeks)● Difficult/Expensive to implement locally● Higher CPM● Small pass-along


Advantages/Disadvantages-Transit

Advantages● Mass coverage of large metropolitan areas● High frequency medium● Relatively efficient● Point of purchase medium● Strong ethnic and income segmentation● Merchandising support

Disadvantages● Message space is limited● Competes for attention with other things such as traffic, scenery, etc…● Recall questionable


Advantages/Disadvantages-Direct Mail

Advantages● A very select medium● Response to advertising is easy to check● A personal medium● Geographic and production flexibility● Savings possible when direct mail is inserted with bills (retail)

Disadvantages● Can be very expensive● Accuracy and completeness of mailing list● Delivery date may vary from person to person

Asher Media, Inc. The Difference is Strategic Vision UNT Media Class Media Planning March 27, 2008.

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