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    Media: The Marketing of Messages

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    Mitchelle Joseph
    The document discusses media planning and building a media plan. It covers media terminology, the strengths and weaknesses of different media types, and the steps to building an effective media plan, including evaluating the target audience and objectives, developing media strategies, buying media, and performing post-buy analysis. The conclusion states that media planning is becoming more important and challenging with the growth of new media choices.

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    Media: The Marketing of Messages

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    Mitchelle Joseph
    187 views40 pages
    The document discusses media planning and building a media plan. It covers media terminology, the strengths and weaknesses of different media types, and the steps to building an effective media plan, including evaluating the target audience and objectives, developing media strategies, buying media, and performing post-buy analysis. The conclusion states that media planning is becoming more important and challenging with the growth of new media choices.

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    The document discusses media planning and building a media plan. It covers media terminology, the strengths and weaknesses of different media types, and the steps to building an effective media plan, including evaluating the target audience and objectives, developing media strategies, buying media, and performing post-buy analysis. The conclusion states that media planning is becoming more important and challenging with the growth of new media choices.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    187 views40 pages

    Media: The Marketing of Messages

    Uploaded by

    Mitchelle Joseph
    The document discusses media planning and building a media plan. It covers media terminology, the strengths and weaknesses of different media types, and the steps to building an effective media plan, including evaluating the target audience and objectives, developing media strategies, buying media, and performing post-buy analysis. The conclusion states that media planning is becoming more important and challenging with the growth of new media choices.

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    You are on page 1of 40

    Chapter 10

    The Marketing of Messages

    Media

    The Marketing of Messages


    Today well cover Media Speak Media Building Blocks
    Strengths & Weaknesses

    Media

    &

    Building The Media Plan


    The Media Planning Revolution

    Media Speak
    Media/Medium/Vehicle
    Media = collective noun

    Medium = one type of media


    Vehicle = single carrier

    Media Speak
    Audience/Coverage/Composition
    Audience
    number or % exposed to a vehicle

    Audience Coverage
    number or % reached by a single insertion in a specified area

    Audience Composition
    statistical breakdown of a media vehicles total audience

    Media Speak
    Reach & Ratings
    Broadcast Media use Rating Points
    % of Target Audience reached by a media vehicle

    Print Media use Circulation


    Number of copies sold or distributed

    Media Speak
    Above-the-Line/Below-the-Line
    Above = paid advertising Below = sales promotion, PR, events

    Traditional/Non-Traditional
    Traditional = major mass media Non-Traditional = unique media opportunities and new media forms

    Media Building Blocks


    Strengths & Weaknesses:
    First, well examine the Strengths & Weaknesses of each Medium

    Then, well take you through the steps of Building a Media Plan.

    Strengths & Weaknesses:


    Portable Time independent Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons

    Print

    Strengths & Weaknesses:


    Prestigious Readers upscale Readers use ads Less lead time Strong local emphasis Sense of immediacy Cataloging Value Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic selectivity May have adverse editorial

    Newspaper

    Strengths & Weaknesses:


    Special audience opportunities Building audience takes time

    Magazine

    Can be long-lasting
    Repeat exposure

    Can be cluttered
    Early closing dates

    High passalong
    Creative flexibility

    Strengths & Weaknesses:


    Frequency and repetition Large audiences. Low cost.
    Visual impact

    Out-of-Home

    Poor demographic selectivity Limited time. Limited copy.


    Complicated logistics

    Blanket coverage
    Versatility

    Can be expensive
    Restrictions

    Strengths & Weaknesses:


    Various formats. Radio is cluttered Special audiences. Inexpensive Radio spots are Affordable frequency fleeting
    Affordable production

    Radio

    Reaches mobile market Scheduling & creative flexibility Immediacy

    Strengths & Weaknesses:


    Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious Fleeting Expensive

    Television

    Big shows. Big Bucks. Production can be expensive

    Best shows have limited availability

    Strengths & Weaknesses:


    Geographic flexibility Low ratings Inexpensive Reporting is inadequate Varied programming. Specialized audiences. Upscale audiences Wide variety of ad formats

    Cable TV

    Building
    Media Plan:
    The

    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 brands 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
    Media Strategies
    WHAT your Media Plan hopes to achieve 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 in Chapter 8

    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 Budget
    National/Regional/Local
    National/Regional/Local Offensive or Defensive Strategy?

    Competition

    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 dont 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 costefficiency for reaching Women 18-49

    Building The Media Plan:


    Network Radio :30 Day Network :30 Cable TV :30 Print 4-color page AM Network :30 Late Night :30 Syndication :30 Evening News :30 Prime Network :30

    CPM - Women 18-49

    2.81 5.35 6.05 7.67 11.14 12.22 13.29 17.80 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 makes 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!

    Media Planning:
    A New Revolution
    New importance of the media function
    Unbundling = New Media Agencies New Global Relationships
    Mega-brands and mega-agencies

    Growing # of media choices means growing need for media planning Development of account planning style media planning

    Media Planning:
    A New Revolution
    It will be more challenging to work

    in advertising in new media its a skys the limit type of thing. And advertisers have to know all the possibilities.

    Jayne Spitler, Leo Burnett/StarCom

    Media Planning:
    A New Revolution
    The creative people and the media

    people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.

    David Martin, CEO/Penta-Com

    Media Planning:
    A New Revolution
    In a rapidly changing media world,

    an understanding of the consumer/ media relationship is of fundamental importance to the process.


    Andy Tilley. Zenith Media

    Media Planning:
    A New Revolution
    Todays toughest question is how

    to find your customers at the most strategic time thats why media is the new creative frontier.
    Keith Reinhard, Chmn DDB

    Chapter 10

    The Marketing of Messages

    Media

    Questions Discussion:

    &

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