1. The Marketing of Messages
&
Media
The Marketing of Messages

2. Building
The
Media Plan:

3. 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.

4. 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.

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

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

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

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

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

10. 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)

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

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

13. 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

14. 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

15. 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

16. Building The Media Plan:
CPM - Women 18-49
Network Radio :
Day Network :
Cable TV :
Print 4-color page
AM Network :
Late Night :
Syndication :
Evening News :
Prime Network :

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

18. 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”

19. 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…

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