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Chapter 5 Advertising Planning: Traditional Media
Copyright © 2008 Pearson Education Canada
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Copyright © 2008 Pearson Education Canada
Learning Objectives Describe the steps involved in media planning Distinguish among media objectives, media strategies, and media execution Describe the various factors that influence media strategy decisions (continued) Copyright © 2008 Pearson Education Canada
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Learning Objectives (Continued)
Outline the characteristics, strengths, and weaknesses of mass media advertising alternatives Copyright © 2008 Pearson Education Canada
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Media Planning Media Planning – a plan of action to communicate a message to the right people, at the right time, and the right frequency The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost Copyright © 2008 Pearson Education Canada
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Media Planning Model Copyright © 2008 Pearson Education Canada
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Competitor Media Strategy
The Media Brief Market Profile Competitor Media Strategy Target Market Profile Media Objectives Media Budget Copyright © 2008 Pearson Education Canada
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The Media Plan Media Plan – a document that outlines the relevant details about how a client’s budget will be spent Media Objectives Media Strategy Media Execution Copyright © 2008 Pearson Education Canada
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Media Objectives WHO …is the target market? WHAT …is the message? WHERE …are the priorities? WHEN …is the best time to advertise? HOW …many, often, long? Copyright © 2008 Pearson Education Canada
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Media Strategy Media Strategy – a plan for achieving media objectives to reach the target audience as effectively and efficiently as possible Limited financial resources Demands for accountability (continued) Copyright © 2008 Pearson Education Canada
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Media Strategy (Continued)
Should address: How often to advertise How long to advertise Where to advertise What media to use Will rationalize why only certain media recommended Copyright © 2008 Pearson Education Canada
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Factors Influencing Media Strategy
Target Market Profile Nature of the Message Geographic Market Priorities Timing of Advertising Reach/Frequency/Continuity Copyright © 2008 Pearson Education Canada
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Profile-Matching Strategy
Target Market Profile Shotgun Strategy Profile-Matching Strategy Rifle Strategy Copyright © 2008 Pearson Education Canada
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Nature of the Message Creative and media strategy should be synergistic Right message in the right medium Copyright © 2008 Pearson Education Canada
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Geographic Market Priorities
National Regional Category development index (CDI) Brand development index (BDI) Key Market Coverage Copyright © 2008 Pearson Education Canada
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BDI Analysis Example Copyright © 2008 Pearson Education Canada
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Timing of Advertising Copyright © 2008 Pearson Education Canada
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Reach/Frequency/ Continuity
Total audience exposed to a message one or more times in a period, usually a week Frequency The average number of times a message has been exposed to an audience over a period of time Gross Rating Points Calculated by multiplying reach and frequency Continuity The length of time required to generate impact on a target Copyright © 2008 Pearson Education Canada
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Reach/Frequency/ Continuity Example
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Media Execution Media Execution – translating media strategies into specific media action plans Look at cost efficiencies Develop a schedule Allocate budget Copyright © 2008 Pearson Education Canada
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Media Selection Cost per thousand (CPM) is a determining factor
General Type of Media Select Class of Media Within the Type Select the Particular Medium Cost per thousand (CPM) is a determining factor Copyright © 2008 Pearson Education Canada
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Comparing Media Alternatives
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Media Schedule and Budget Allocation
Develop media calendar Assign estimated costs to all activities Blocking Chart – shows allocation of a brand’s media budget according to time of year and type of medium Copyright © 2008 Pearson Education Canada
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Media Buying Negotiate final prices Replace any media that has become unavailable Seek favourable rates and positions to maximize efficiency and achieve objectives Copyright © 2008 Pearson Education Canada
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Media Alternatives Traditional Television Radio Newspaper Magazines
Out-of-home Non-traditional Internet Mobile communications Video games Use of both primary & secondary media recommended Copyright © 2008 Pearson Education Canada
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Television Network Advertising Selective Spots Local Spots Sponsorship Copyright © 2008 Pearson Education Canada
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Television Advantages and Disadvantages
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New Strategies for Reaching a TV Audience
Product placement Branded content Shorter TV commercials Copyright © 2008 Pearson Education Canada
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Radio Station format determines the audience profile Radio is ideal for reaching targets defined by age Radio is an important medium if a “key market” strategy is recommended Copyright © 2008 Pearson Education Canada
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Radio Advantages and Disadvantages
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New Technologies Affecting Radio
Internet radio Podcasting Satellite radio Copyright © 2008 Pearson Education Canada
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Newspapers Offer geographic selectivity High reach in local markets Effective at reaching a broadly defined adult market Copyright © 2008 Pearson Education Canada
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Newspaper Revenues National Advertising Retail Advertising Classified Advertising Preprinted Inserts Copyright © 2008 Pearson Education Canada
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Newspaper Advantages and Disadvantages
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Magazines Business and consumer magazines Two types of circulation Paid circulation Controlled circulation Good for profile-matching and rifle strategies Magazines are a “class” medium instead of a “mass”medium Copyright © 2008 Pearson Education Canada
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Magazine Advantages and Disadvantages
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Out-of-home Advertising
Highly visible Can reach a mobile population Suitable to a shotgun approach Three types Outdoor Advertising Transit Advertising Other Copyright © 2008 Pearson Education Canada
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Outdoor Advertising Posters or billboards Backlit poster Superboard or spectacular Banners Murals Electronic signs Transit shelter Mall posters Copyright © 2008 Pearson Education Canada
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Outdoor Advantages and Disadvantages
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Transit Advertising Interior cards Exterior king poster Exterior seventy poster Superbus advertising Bus murals Station posters Copyright © 2008 Pearson Education Canada
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Transit Advantages and Disadvantages
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Other Forms of Out-of-home Advertising
Washroom advertising Elevator advertising Cinema advertising Copyright © 2008 Pearson Education Canada
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Chapter Review Describe the steps involved in media planning Distinguish among media objectives, media strategies, and media execution Describe the various factors that influence media strategy decisions (continued) Copyright © 2008 Pearson Education Canada
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Chapter Review (Continued)
Outline the characteristics, strengths, and weaknesses of mass media advertising alternatives Copyright © 2008 Pearson Education Canada
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