The Marketing of Messages

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Presentation transcript:

The Marketing of Messages & Media The Marketing of Messages

Building The Media Plan:

Building The Media Plan: Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost.

Building The Media Plan: The Media Plan is… a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed, flexible, developed before the buy.

Building The Media Plan: Media Objectives WHAT your Media Plan hopes to achieve Media Strategies HOW the Media Objective will be implemented

Building The Media Plan: Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis

Building The Media Plan: Evaluation & Analysis Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity

Building The Media Plan: Evaluation & Analysis + Problems & Opportunities Similar to Situation Analysis Becomes foundation for… The Media Plan

Building The Media Plan: Planning Media Objectives Target Audience Seasonality Geography Reach & Frequency

Building The Media Plan: Planning Media Objectives Target Audience Profile Demographics Product Usage (Heavy/Med/Light) Media Usage PMN - Personal Media Network Media Consumption Core Audience Aperture (Time/Place/Circumstance)

Building The Media Plan: Planning Media Objectives Seasonality Seasonal sales Media Efficiency Competitive media presence Promotions Scheduled

Building The Media Plan: Planning Media Objectives Geographic Considerations Distribution National/Regional/Local Budget Competition Offensive or Defensive Strategy? Sales by Market

Building The Media Plan: Planning Media Objectives Reach and Frequency Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition

Building The Media Plan: Planning Media Strategies Nature of Media/Message Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that don’t fit Brand Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad

Building The Media Plan: Planning Media Strategies Media Efficiencies - CPM CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media. The following is a comparison of cost-efficiency for reaching Women 18-49

Building The Media Plan: CPM - Women 18-49 Network Radio :30 2.81 Day Network :30 5.35 Cable TV :30 6.05 Print 4-color page 7.67 AM Network :30 11.14 Late Night :30 12.22 Syndication :30 13.29 Evening News :30 17.80 Prime Network :30 18.31

Building The Media Plan: Planning Media Strategies Scheduling Strategies Four Types of Ad Schedules:

Building The Media Plan: The Media Buy (Implementation) Buying - a separate function Involves tough-minded negotiating Involves long-term relationships Media Buying Services Growing field - specialists Part of “unbundling”

Building The Media Plan: Post-Buy Analysis Measure actual performance Media “guarantees” Involves large amounts of $ If below guarantee, media must provide a “make-good.” And, if you do a good job…

Building The Media Plan: You Get to Do It Again Next Year!