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Published by AMASA (Advertising Media Association of South Africa)

© 2011 AMASA.All rights reserved. No part of this book may be reproduced, in any form or by any means, without written permission from the Publisher.

The Nuts ‘n Bolts of Media Planning: A Comprehensive Industry GuideFourth edition re-edit and re-write of Media Planning - Art or Science? 2011

Editor: Luisa BelterProduction and Layout: Lorraine Melliar (Smartworks)Printing: CTP Printers Cape TownCover design: Russell Wilson (Graphite)

Printed in South Africa

ISBN 978-0-620-50680-9

C M Y CM MY CY CMY K

The Nuts ‘n Bolts of Media PlanningA comprehensive industry guide

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AMASA Textbook endorsementIt is with great pleasure that AMASA presents the revised and updated edition of its Media Planning text-book bearing a new title ‘The Nuts ‘n Bolts of Media Planning’.

In this fast-moving world, the pace of media has never been quicker. Technology has brought us more ways of connecting with people through new and traditional channels. Consumers are as savvy as ever and discerning in how they choose to consume information. They have become expert ‘spam-avoiders’. So, Media Planners have to become savvy too. Their challenge now is not just to know which media to choose, but also to know which media not to choose.

It is against this backdrop that AMASA has updated this edition of its book and introduced more focus on new media. We have also invited ‘chapter champions’ – media experts in their field, to add texture to each chapter. The result has been a book that is up-to-date, rich in insight and not without the personalities of the authors. In an Industry where time is not a commodity, we know that your contribution has been a labour of love. Thank you! Our sincere thanks also goes to Stuart Lowe for bringing AMASA together with CTP Printers who gener-ously offered to print this book at no cost. Your valuable contribution has allowed AMASA to reinvest its budget into our AMASA Scholarship Fund.

To keep us aligned with the knowledge needs of media learners in our Industry, we have relied on the guidance and experience of the members of our Editorial Board - all experts and seasoned leaders in their field. Our special thanks go to Melanie Walter, Gordon Patterson, Harry Herber and Dr. Ludi Koekemoer. Your input has given us the reassurance that our book will properly service the needs of our Industry as it grows into the future.

Finally, our heartfelt thanks go to Luisa Belter who worked tirelessly to make this project a success. “Thanks friend – you can have some sleep now!”

To the readers, welcome to the exciting world of Media. Enjoy your journey!

Brad Aigner AMASA Chairman 2010

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Foreword

In the introduction to the 2005 edition of the AMASA text book I observed that when it comes to media...

Whatever knowledge you have gleaned today will, by tomorrow, be consigned to yesterday! And what you learn tomorrow will never be the final phase in the cycle of intellectual self enhancement and knowledge renewal.

Well, this book is the next phase of that renewal process.

To all those who have contributed directly to this revised and updated textbook, on behalf of the industry, I applaud your efforts. It goes without saying that all of the sacrifices that have been made to bring this project to fruition are greatly appreciated.

Reading through the 2005 introduction to this text, I am struck by how much the global media industry has changed in the past 5 years and yet, although we now talk to each other on Skype, and Tweet about the tragic impact of a Japanese Tsunami, watched real-time on our iPads, I am struck also by how little has changed in terms of the challenges facing the media industry in South Africa.

So persuaded am I by this perspective that I have been tempted to resubmit, verbatim, my 2005 Introduc-tion for publication as the 2011 Foreword, in the hope that the media industry’s commitment to frequency of exposure is not misguided.

Indeed, it would seem that when it comes to the challenges facing media professionals in this country, very little has changed since the inception of AMASA as a body in 1971. In his opening address at the AMASA Pathway to the Future conference in 1977, past Chairman Frank Muller noted …

“I think we are going to have to do something urgent about training young people to be-come media planners … I’d like to see media planners trained, not just as figure boffins, but trained to understand that they are part of marketing”.

If we are to continue as a viable industry on the global stage, we need not only to match the very best that the world has to offer, but to demonstrate that when it comes to investing advertising funds in South Africa and Africa, there is no viable substitute for consulting professional media planners and strategists right here in Mzansi.

This book is only one variable in a winning formula. If we are to set and maintain irrefutable standards of professionalism in the media industry, there needs to be a far greater commitment to sourcing and training media talent from all walks of society, commerce and academia. Not just in isolated media silos, but as part of an integrated marketing and communications industry initiative.

I’m not talking about legal application of BEE legislation to ensure compliance for commercial advan-tage, because employment is not empowerment any more than buying a pair of running shoes makes you an athlete. I’m talking about marketers, media agencies and media owners recognising and rekindling a sense of their shared destiny.

In a world where the power of media earned has the potential to overwhelm the collective power of media owned and media paid for, only the profoundly arrogant or the unwise would conclude that this is the time to go it alone in the local market.

With this thought in mind, I welcome the collective efforts of my colleagues in producing this revised and updated edition. From inception, it was always the intention that this text book would become a collab-orative industry project and now this has been successfully achieved.

So to my colleagues at AMASA, may I once again say … congratulations! You have brought the task to fruition. But let me also add a word of caution …

The task may be complete, but the real work has only just begun.

Kamnandi! (‘May it go well with you!’)

Gordon Muller

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Editor/Author Team/ Editorial Board/ Contributors

Editorial Board

Brad Aigner - Managing Director FGIDr. Ludi Koekemoer- MD & Principal of AAA School of AdvertisingGordon Patterson - Group Managing Director of Starcom MediaVest GroupHarry Herber – The MediaShopLea van Coller - National Sales Manager - Auto & Tech Titles, RamsayMedia Melanie Walter - Media Manager NOKIA - Middle East and Africa

Author Team

Project ManagerLuisa Belter – Independent Media Consultant

Chapter 1 - Standpoint for Media Planning. Gordon Patterson - Group Managing Director of Starcom MediaVest Group

Chapter 2 - Defining the Target Market and Target Market Segmentation. Johan Prins - Director: Strategy at Space

Chapter 3 – Media Research. Barbara Cooke – Independent Research Consultant

Chapter 4 – Concepts of Media Planning and Strategy. Luisa Belter – Independent Media Consultant Tanya Schreuder – Director: Vizeum

Chapter 5 – Media Qualities and the Mix. Virginia Hollis - Managing Director Sandton, The MediaShop

Chapter 6 – Television. Brenda Wortley - Head of Research and Strategy DStv Media Sales Tania Hobbs (Consultant)

Chapter 7 – Newspapers. Linda Gibson - CEO of Ads24

Chapter 8 – Magazines. Stuart Lowe - MD, RamsayMedia

Chapter 9 – Radio. Norman Gibson - OMD

Chapter 10 – Out of Home. Barbara Cooke – Independent Research Consultant Lyn Jones - Marketing Manager Continental Outdoor Media

Chapter 11 – Cinema. Liam Marshall – Former Sales Director Cinemark Niqui Pereira - National Sales Manager Popcorn

Chapter 12 – Digital Media and Digital Marketing. Moti Grauman - Digital Media Manager The MediaShop Dr Ludi Koekemoer - MD & Principal of AAA School of Advertising

Chapter 13 – Innovation in Media and Integrated Marketing Communication. Donald Liphoko - Director at The MediaShop

Chapter 14 – The Media Plan – Developing the Strategy. Ryan Williams - Group Managing Director Nota Bene

Chapter 15 – The Media Plan – Making it happen. Rob Smuts – Managing Director RMS Media Debbie Ihlenfeldt - Managing Director, The MediaShop Cape Town

From left: Gordon Patterson. Johan Prins. Barbara Cooke. Luisa Belter. Tanya Schreuder. Virginia Hollis. Brenda Wortley. Tania Hobbs. Linda Gibson. Stuart Lowe.

From left: Norman Gibson. Lyn Jones. Liam Marshall. Niqui Pereira. Moti Grauman. Dr Ludi Koekemoer. Donald Liphoko. Ryan Williams. Rob Smuts. Debbie Ihlenfeldt.

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Contributors to Chapter 3Brad Aigner – Managing Director FGI – ANALYTICSLynette Benjamin – Research Manager Avusa – SABREKaren Dyke - Ads24 Integrated Communications Marketing and Insight - COMPASSAmanda Koekemoer - Ads24 Integrated Communications Marketing and Insight - COMPASSDustine Tobler – Marketing Director TGI SA and Ask Afrika team – TGIDr Paul Haupt CEO SAARF – AMPS / RAMS / TAMS / SAARFCaxton Publishers team – ROOTSJos Kuper and Future Facts Associates – FUTUREfacts

Contributors to Chapter 5Richard Lord – Media Group Head, The MediaShopJedd Cokayne - Media Group Head, The MediaShop

Contributors to Chapter 6Pam Pillay (Dstv Media Sales)Lynn Guercio (Dstv Media Sales)Lerlynn Lee (Dstv Media Sales)Alyson Lewis (Dstv Media Sales)Peter McKenzie (Dstv Media Sales)Paul Goosen (Dstv Media Sales)Rene Koumaras (Dstv Media Sales)Karen Willenberg (M*Net)Michelle Boehme (SAARF)Damir Adamovic (AGB Nielsens)Chris Eyre (AGB Nielsens)

Contributors to Chapter 7Karen Dyke - Ads24 Integrated Communications Marketing and InsightAmanda Koekemoer - Ads24 Integrated Communications Marketing and Insight Karen Bonsall - BDFM Publishers

Contributors to Chapter 8Lea van Coller, National Sales Manager - Auto & Tech Titles, RamsayMedia Karen Sands, Production Manager, RamsayMedia Custom PublishingAndrew Stodel, General Manager, RamsayMedia Research Solutions Ian Dinan. Manager, RamsayMedia Logistics & Audience DevelopmentSimon Turck, Group Sales Director, RamsayMediaSandy Immelman, Direct Marketing Manager, RamsayMediaBrandon de Kock - Group Content Director, RamsayMediaLuisa Belter – Independent Media Consultant

Contributors to Chapter 15Sue Lawson – Senior Media Buyer at The MediaShop

IntroductionMedia is such a dynamic industry that when we first started planning the re-write of this book, we knew that much would already have changed by the time it was completed. The rate and pace of the media world has never been, and will never be static; the velocity of transformation is mind-boggling! With this in mind, the book has been re-written to give you the best possible viewpoint of the timeless principles that form the foundation of everything we do, and that continue to guide us into the future.

We also knew that delivering content in book form was not ideal – digital, after all, is the new way. Im-plicitly, content needs to be more dynamic and digital allows us to do this. We are planning to evolve this over time - and it will take time – simply because everything written in this book has been a dedicated labour of love for the industry, by the industry. AMASA members, the Editorial Board and the Chapter Champions have given a great deal of their personal time to develop this book, whilst holding down full time, high-powered jobs and numerous other responsibilities. You will notice that the list of contribu-tors is undeniably top class – as we intended – giving you access to the finest minds and brains that the industry has to offer. Given the number of people involved in producing this book, you will find the approach to be diverse and multi-dimensional, rather than simply a singular outlook. So to all the people involved; their families, friends, colleagues and staff, thank you for putting up with this undertaking. We have taken much of your time but the end result is surely worth every single second, especially if it brings more great talent into our industry.

With this revised and updated edition, our aim is to bring you a broader, more comprehensive perspective of the media world as we know it today. The key drivers of change are numerous: technology, undoubt-edly; the impact of a near-disastrous economic crisis, and its effect on consumer sentiment and behaviour; the digital and virtual world that we all inhabit so comfortably; the spin-off devices which bring portable content whenever and wherever you are; social media, which give ordinary people the ability to have a voice, either as individuals or as a collective. And so we find that this fast-moving, ever-changing modern world has enabled us to become the drivers of change - not only in terms of how we interact but also how we want others to communicate with us.

Bearing in mind these considerations, we have introduced two new chapters: ‘Digital’, in its all encom-passing formats, and ‘Innovation in Media & Integrated Marketing Communications’ However, through-out this book you will notice references to all things Digital, the consumer interaction - and how this all impacts on each media type.

Thank you, once again, to all the Chapter Champs who invested their stamina, intellect, patience and enthusiasm into producing this book. A special thanks to Brad Aigner, Lea van Coller and Lorraine Melliar who were key to the success of this book, it could not have been done without you.

We hope that it will inspire more careers in media.

Luisa Belter

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Survival Guide. 17Chapter 1 ----------------------------------------------

A Stand Point for Media Planning. 21Executive summary.

The evolution and role of media planning.

Considerations in developing a media strategy.

Concept diagram.Exercises.

Chapter 2 ----------------------------------------------

Defining the Target Market and 31 Target Market Segmentation.

Introduction.

Executive summary.

Key terms and concepts.

Marketing and consumer behaviour.

Markets and market segmentation.

STP: Steps in the market segmentation process.

Channel strategy and the target market.

Exercises.

Chapter 3 ----------------------------------------------

Media Research. 79Definition of Audience Measurement Research.

A method of evaluating the credibility and usefulness of any research data base.

Introduction to the primary data sources available to media planners in South Africa.

Evaluating when the data in a cross tab is reliable or unstable.

Reading and analysing a typical cross-tabulation report.

Chapter 4 ----------------------------------------------

Concepts of Media Planning 121 and Strategy.

Media terminology and concepts.

The macro and micro media decision.

The Media Square.

Coverage and Reach.

Reach Build or Cumulative Reach.

Effective Reach.

Frequency.

Duplication.

Cost-efficiency.

Gross Rating Points.

Exercises.

Chapter 5 ----------------------------------------------

Media Qualities 145 and the Media Mix.

Understanding the consumer bond with media types.

Media qualities and specific roles.

The medium as the message.

Understanding the role of media imperatives.

Contents

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Chapter 6 ----------------------------------------------

Television. 161Television landscape and context.

Adspend trends.

Digital migration.

Regulation of the television industry.

Measuring television viewing.

Jargon and maths of television data.

Television planning.

Post campaign analysis.

Exercises.

Chapter 7 ----------------------------------------------

Newspapers. 217The global newspaper market in context.

The South African newspaper market.

The newspaper as part of the media mix.

The role of the media planner.

Tactics.

Media terminology.

How to develop an effective newspaper plan.

Exercises.

Chapter 8 ----------------------------------------------

Magazines. 247Media demographics.

Understanding media terminology.

The effectiveness of magazines and the power of print.

360-degree multi-platform solutions.

Magazine publishers as creative service providers.

Understanding the rate card.

Five steps to planning a magazine campaign.

Exercises.

Chapter 9 ----------------------------------------------

Radio. 275The unique characteristics of radio as an advertising medium.

The South African radio landscape.

Demographic & Psychographic considerations.

Radio Audience Measurement (RAMS).

How to develop an effective radio media plan.

A guide to an effective radio advertising brief.

Using radio with other media.

Sponsorships & Promotions.

Radio Advertising Effectiveness Research.

Chapter 10 ---------------------------------------------

Out of Home. 315What is Out of Home Media.

Out of Home Research.

Media Qualities... Tacticals and Practicals.

Ambient Media.

Exercises.

Chapter 11 ---------------------------------------------

Cinema. 339Brief History – Who are CineMark and Popcorn Cinema Advertising Sales?

Why Cinema? – Why include Cinema Advertising?

Cinema Formats – 35mm, Digital and 3D.

How to Buy Cinema? Attendances – A look at attendances from 2000 – 2010 and their influences.

Planning Parameters: Research – General demographics, relationships, recall and more.

Chapter 12 ---------------------------------------------

Digital Media and 361Digital Marketing.

Email Marketing.

Website Marketing.

Blogging and Podcasting.

Search Engine Marketing.

Mobile Marketing.

Social Media Marketing.

Viral Marketing.

Affiliate Marketing.

Planning and Tracking.

Digital Marketing: Asset or Threat?

Conclusion.

Key Learning Points.

Exercises.

Chapter 13 ---------------------------------------------

Innovation in Media and 403 Integrated Marketing Communciations.

Introduction.

Word of Mouth Marketing.

Cause Related Marketing.

Public Relations and Events.

Product Placement.

Advertiser Funded Content.

Accountability.

Chapter 14 ---------------------------------------------

Media Strategy. 421The Concept of Strategy.

The Strategy Document.

Implementation Guidelines.

Exercises.

Chapter 15 ---------------------------------------------

The Media Plan. 443The Buying Brief.

The Role of Media Implementation.

Media Buying Procedures.

The Role of a Media Buyer.

The Changing Role of a Media Buyer.

Problems and Challenges to expect in Media Buying.

Exercises.

Tips.

Glossary. 459

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The Media Professional 101 Personal Survival Guide.

Having been in the communications business for over twenty years I guess one gains more than just grey hair. Over this time I’ve seen the industry grow, evolve, decay, prosper and stave and even rejuvenate….sometimes in one day.

I’ve seen shooting stars that appear from nowhere, gain popularity and success, then disappear just as quick. I’ve watched the creation of new superstars and seen them soar. With these perspectives, I’ve realised that the most vital factors for success in our profession are not taught at any university or college – nor are they inherited with one’s MBA!

The following points, in no particular order, summarize the advice I would give to any young person wishing to succeed in our profession.

1. Give 105% commitment all the time. In other words, exceed expectations by 5% all the time. Too often I’ve seen young people go overboard on a project that excites them, and then skimp on other projects that are more mundane. If you exceed expectations by 5% not only do you build a reputation for delivery but, key in our business today, you demonstrate your ability to allocate your time efficiently.

2. Have an informed opinion. In order to have such an opinion one needs to have an enquiring mind, and an appetite to understand what motivates an individual to behave in a particular manner. Also, one needs to understand why the target audience might be receptive to that approach.

3. Listen and hear, look and see. While the questions are in our heads, the answers are all around us…if we’re observant. Ask the questions, but remember people don’t always tell the truth - and actions speak louder than words.

4. Statistics….there’s a statistic for everything and 99.9% of statistics are made up in conversations. No matter the source, you cannot entertain any research unless you fully understand how it was collected and what motivated its creation. Research designed to prove something will undoubtedly prove it! Objective research (user defined and commissioned) is always more credible than research created with the sole intention to sell.

5. The discount myths. a) Discounts are free and added value adds value! Discounts are paid for by someone and excessive discounts, while beneficial at the time, fuel inflation. Added value only adds value if you would have purchased the exposure had funds been available…otherwise it adds little value. b) The true value of a negotiation can only be accessed once the exposure has been delivered. A 20% discount in a print title that’s declining at 10% per quarter is not worth anything in 6 months. On the other hand, a 15% discount on a print title that’s growing at 5% per quarter is worth an additional 10% in 6 months.

6. If you’re on the right track, someone else has been there before you. The challenge is to think ahead and, if the logic supports a view, then do it and don’t worry that no one else has done it before you.

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Remember, research that’s current but 70% accurate is always better than research with a margin of error of 95% - but which is 12 months old.

7. The closer you work with clients and media owners the more you’ll realise that the middle ground is larger than you think. If your ideas are rejected start building the solution from the middle, i.e. from what all parties agree on, and then single out and address the differences one at a time.

8. If a media owner is unreceptive to your proposal, then it could just mean that you have not presented the opportunity correctly. Try again - but this time attempt to understand the reasons behind their refusal.

9. You’re a brand and we’re in the brand building business - so walk the talk and be yourself, all day every day. Take every opportunity you can to present your work.

10. Many people talk about success, but success means different things to different people. What’s common to all those who experience any degree of success is that it is the result of doing something well…consistently. You don’t need to seek success; it will find you.

11. Say no when you should say no. We’re all surrounded by gifted sales people and intrinsically we all want to please, but accepting a task / project when you should decline it is stupid. If you decline it then often the task is better understood by all concerned, and evolves into something more manageable and, ultimately, something useful.

12. Business relationships are no different to any other. They require give and take. As a young media professional it’s easy to be ‘sold’ into a submissive support role. Media relationships today require equality with all other advertising disciplines, as well as the respect / responsibility that go along with it.

13. Learn to prioritise quickly. We cannot work on a first come first served basis. Our clients need and, in fact, demand more flexibility. The effort to prioritise drives the ability to delegate which, in turn, grows the individual and offers opportunity to all around. Delegation is not a sign of weakness, but rather confidence and greater leadership ability.

14. A media professional knows his or her tools like a good craftsman. It’s key not only to know how they work and what buttons to push, but also when to use them, what they create and how to interpret the results.

15. Look after your clients’ budget; measure twice, cut once and never ever take formulas for granted. Always build in to your spreadsheet a separate logic that double checks your figures.

16. Be present. Wherever you are, be there, add value and obtain value.

17. With a little experience, you can start developing your judgement. Remember, an objective sample of 1 is far better than biased survey of hundreds.

18. Be enthusiastic, no matter what the circumstances. Firstly, enthusiasm is contagious and you’ll eventually feel better; secondly, good fortune will find you sooner if your mind is open to change.

19. When all fails, common sense should prevail.

20. Remember the wonderful rule of ‘holes’- when you are in one, stop digging! (Molly Ivins)

21. When it comes to presentations, ALWAYS know more than your audience.

22. When you’re in a presentation, pay attention to the structure of the presentation. Good presentations ALWAYS follow the same formula.

23. And when you’re tasked to give a presentation, start with the time available and calculate how many

slides you will need. Work on two minutes per slide. Then structure it accordingly.

24. Pick your ‘friends’ carefully.

25. In difficulty, always keep the high ‘moral ground’. We all make mistakes and have problems to solve; hiding them makes them grow! How we address problems separates winners from losers.

Over the 20 plus years that I have been in our wonderful profession, a great deal has changed but more has stayed the same.

As Bruce Springsteen said ‘Success makes life easier, not necessarily living easier’. Gordon Patterson

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