Mp Week 1

Media PlanningJackin Wong – Lecture 1

Sunday, 27 December 2009

CADBURY EYEBROW TVC

Background

Adver5ser (廣告客戶) is a body who wants to spend money on adver5sing its product(s) or image. They can place adver5sements directly in media (Path 1) (直接去媒體落廣告，去推廣產品或建立形象) or through adver0sing agency (Path 2) into Media. (Please refer to Sec5on 2 for defini5on of Media).

Background

An adver0sing agency or ad agency (廣告代理) is a service business dedicated (專注) to crea5ng (創作), planning (策劃) and handling (管理) adver5sing (and some5mes other forms of promo5on) for its clients.

The advantage of adver5sing agency is its specializa)on (專門) in providing professional service that networks various adver5sers and media, enabling broader (更廣泛) crea)vity and cost-‐effec)ve (更大的成本效益) media buying.

Background

愛膚堅6

Background

愛膚堅

廣告代理

電視

How Does Media Planning Come?Media Planning

How Does Media Planning Come?

The term “Media Planning” comes from one aspect of the professional services offered by full-‐service adver)sing agency (全線廣告公司).

Generally speaking, it involves the efficient use of clients’ budget in buying the appropriate media and vehicles for their adver5sements and maximizing their effec5veness.

如何善用廣告客戶的廣告投資，購買不同媒體的時間及空間，目標為廣告客戶爭取最大的受眾回報

曾錦強

A full-‐service adver5sing agency tradi5onally operates three func5onal departments, namely, Crea)ve Department (創作部 – “鬥獸場”), Media Planning Department (媒介部 – “掌櫃”) and Account Services Department (客戶服務部 – “追數”).

It provides various aspects of services to clients, including branding (品牌管理), marke)ng planning (市場策劃), crea)ve services (創意服務), media buying (媒體購買), interac)ve adver)sing (互動式廣告), TV produc)on (廣告制作), or even event marke)ng (活動策劃) and public rela)ons management. (公關管理服務)

曾錦程

“Sunday” -‐ Creative Advertising

Full-‐Service Advertising Agency

Originated (起源) from Large Advertising AgencyMedia Planning

Advertising Agency and Media Dept.

In the past, only large adver5sing agencies can afford (負擔得起) to set up a media planning department to provide specialized (專門的) research and consultancy services (顧問服務) to clients. (e.g. Ogilvy, BBDO)

Large adver5sing agencies are usually called full-‐service adver)sing agencies, because they can provide all aspects of services without relying on other companies.

Large adver5sing agencies are usually called full-‐service adver5sing agencies, because they can provide all aspects of services without relying on other companies.

Not maXer it is the crea5ve idea genera5on, media planning, or even print and TV produc5on, they can cater (提供) for at ease (自如).

Small adver5sing agencies, because of limited resources and small billings, do not divide the jobs and their small team follows all works as a whole.

Define Media, Media Planning, Media Plan and Media Planner

Media (媒體)

Media (the singular is medium) exist primarily (主要) to deliver message content – entertainment, informa5on and adver5sements – to a vast audience (龐大的觀眾).

Media (媒體)

Media should be thought of as both carriers (載帶) and delivery (傳送) systems. They carry adver5sements and deliver them to the individuals.

Media (媒體)

Media should be thought of as both carriers (載帶) and delivery (傳送) systems. They carry adver5sements and deliver them to the individuals.

Examples are television, radio, newspaper, magazine and internet.

Vehicle (媒體工具)

Media (媒體)

Vehicle (媒體工具)

Vehicle is an individual carrier within a medium. Therefore, Apple Daily is a vehicle within the newspaper medium. Milk is a vehicle within the magazine medium.

Media Planning (媒體策劃)

Media (媒體)

Media Planning (媒體策劃)

It is a process involving planning for placing the adver5sements efficiently using appropriate media and vehicles and maximizing the adver5sing effec)veness within the client’s budget. (如何善用廣告客戶的廣告投資，購買不同媒體的時間及空間，目標為廣告客戶爭取最大的受眾回報)

Media Plan (媒體策劃書)

Media (媒體)

A wriXen document which contains informa5on about the whole media planning and will be presented to the client.

A good media plan should have answered the following ques5ons: How many prospects (期望) (for purchasing a given brand of

product) to reach? (你希望達到什麼期望/目標？品牌建立/新產品？)

product) to reach? (你期望/目標是什麼？品牌建立/新產品？) In which medium (or media)? (用D咩媒體？)

product) to reach? (你期望/目標是什麼？品牌建立/新產品？) In which medium (or media)? (用D咩媒體？) How many 5mes a month should prospects see each ad?

(你期望一個月有幾多人睇到你的廣告？)

(你期望一個月有幾多人睇到你的廣告？) In which months should ads appear? (廣告幾時出街？)

(你期望一個月有幾多人睇到你的廣告？) In which months should ads appear? (廣告幾時出街？) Where should the ads appear? In which markets and regions?

(係邊度播？你想入咩市場？例如青少年人或老人？)

(你期望一個月有幾多人睇到你的廣告？) In which months should ads appear? (廣告幾時出街？) Where should the ads appear? In which markets and regions?

(係邊度播？你想入咩市場？例如青少年人或老人？) How much money should be spent in each medium?

(你有幾多錢？)

Media Planner (媒體策劃人)

Media (媒體)

Media Planner (媒體策劃人)

It is a job posi5on within adver5sing agency or media buying company. The job du5es involve evalua)ng (評估) the performance of various media, formula)ng (規劃) media plan, making recommenda)on to client on choice (俾意見個client – “有得揀，先係老闆”) and usage of the media (媒體用法), and

strategic planning incorporated crea5ve idea and media. (有系統、有策略地去組織創意同媒體)

Media Buying (媒體購買)

Media (媒體)

Media Buying (媒體購買)

Some5mes synonymous (類同) (i.e. having same meaning) with Media Planning.

However, if differen5a5on is sought, media buying will have narrower meaning, which focuses on the buying process, e.g. rate nego5a5on (講價), media effec5veness and efficiency, etc.

Media planning, on the other hand, describes the general scope (整體範圍) of media uses, planning and strategies.

Classes of Media Tradi5onal Mass Media 傳統的大眾媒體

Traditional Mass Media 傳統的大眾媒體 Tradi5onal mass media refers to newspaper, magazine, radio, and

television which are especially suitable for delivering (傳播) adver5sements – as well as news, entertainment, and educa5onal content – to a widespread (廣泛的) general (or mass) audience.

Their advantages include:

Their advantages include: Ability to deliver message to large audience at rela5vely low

costs per head(要將訊息傳送到大量的受眾之成本相對地是較低)

Ability to deliver message to special kinds of audiences who are aXracted to specific editorial or programming (有部份特定受眾一定要透過某些媒體去接收傳息，例如小巴、的士司機)

Ability to develop strong loyal5es (忠心) among audiences who return to their favorite (喜愛的) medium with a high degree of regularity (媒體有能力去令受眾變成忠心的信徒，使他們有慣性去接觸他們喜愛的媒體)

Newspaper

It offers the readers daily news, entertainment, informa5on, and catalog values.

It generally has excellent readership of local news, editorial (社評), and adver5sing material, serving as a buying guide (購買指標) for readers who are looking for many different kinds of products.

Magazine

It may be weekly, bi-‐weekly (雙週刊) or monthly. (P.S. Even some are bi-‐monthly (兩月刊) or Quarterly (季刊), but they are rare(少見)) It comprises (包括) general interest magazine, e.g. Next Magazine, Ming Pao Weekly, etc. and special interest magazine, e.g. Capital (financial), Jessica (fashion), Photog (photography), My Home (home-‐living), etc.

The readership (讀者人數) for editorial maXers is higher than adver5sement in general interest magazines, but it is fairly equal in special interest magazines.

TV/Radio

Consumers seldom (極少) watch TV or radio commercials alone without accompanying the play or program. (除了對廣告極有興趣的人，好多人都會因為睇電視節目先谷住要睇廣告)

TV/Radio

Although, the play or program compels (強迫) viewers to watch the commercials, the success of commercials depends more on the ingenuity (創意運用) and value of the ad message than its appearance on an interes5ng program.

TV/Radio

Although, the play or program compels (強迫) viewers to watch the commercials, the success of commercials depends more on the ingenuity (創意運用) and value of the ad message than its appearance on an interes5ng program.

On the other hand, technological products like hard-‐disk TV recorder are diver5ng (轉移) viewers from watching commercials. (N.B. We use the term “commercial” for TV or radio “adver5sement’). (飛廣告) The trend is using crea5ve buying for media, e.g. product placement in a popular TV program.

Classes of Media Non-‐tradi5onal Media

Non-‐traditional Media

Besides tradi5onal media which all engage in (預定為) one-‐way communica5on, almost any other innova5ve (創新的) way of delivering adver5sing messages is considered a non-‐tradi5onal medium.

They are not usually called “media”. Examples include the adver5sing space at airport, clinic, public restroom, soccer pitch, bus-‐stop, etc.

They are not usually called “media”. Examples include the adver5sing space at airport, clinic (診所), public restroom, soccer pitch, bus-‐stop, etc.

Media PlanningWork Hard, Play Hard

超級無敵大電視Media Planning

Work Hard, Play Hard

吹水

朱咪咪

超級巨聲

周秀娜

放飛機

吉百利

東TOUCH

符碌

愛膚堅

賭聖

香港亂嗡

尖東

紙尿片

Laughing Gor

洧底

十扑

戰狼300

周杰倫

笑爆咀

夏雨

維他奶

潮童

屈機

菠蘿包

益力多

龜速

可口可樂

升呢

鍾嘉欣

上腦

潛水

蘇民峰

They are not usually called “media”. Examples include the adver5sing space at airport, clinic, public restroom, soccer pitch, bus-‐stop, etc.

3D DISPLAY ON STATION TOPNISSIN

Other examples include the point-‐of-‐purchase or point-‐of-‐sale (POP or POS) materials at supermarkets or pubs, LCD TV in buses or Airport Express (i.e. the train to the airport).

Internet is the largest non-‐tradi5onal media in terms of adver5sing spend. It features with two-‐way communica)ons between the adver5ser and the viewers, and hence more crea5ve and interac5ve idea can be deployed (部署).

Specialized (專門的) Media

While tradi5onal and non-‐tradi5onal media focus on the general public, specialized media targets for special-‐interest consumers or business marketers, e.g. Fashion or photographic magazine

Handbill (廣告單張), trade show, conven5on exhibit, product demo VCD/DVD for business people.

Direct mail, insert in newspaper, etc. which carries adver5sement only without editorial contents.

Catalogue, which is a booklet providing useful details for consumers to buy.

Media Planning Process

Media Planning -‐ Lecture 2

Media Planning Process

Media Planning -‐ Lecture 2

General Procedures in Media Planning Media Planning

The star5ng point of media planning is iden5fica5on of marke)ng problems (確定市場問題) -‐

carry out detailed Situa)on Analysis (現況分析) which addresses the findings such as market size and share, distribu5on prac5ces etc.

The star5ng point of media planning is iden5fica5on of marke5ng problems (確定市場問題) -‐

The Situa5on Analysis should result in a Marke)ng Strategy Plan (市場策略計劃) which details on what the 4Ps’ strategies are and how they should be carried out in terms of marke5ng programs.

The star5ng point of media planning is iden5fica5on of marke5ng problems (確定市場問題) -‐

The Situa5on Analysis should result in a Marke)ng Strategy Plan (市場策略計劃) which details on what the 4Ps’ strategies are and how they should be carried out in terms of marke5ng programs.

If the promo5on strategy (one of the 4Ps’ strategies) requires adver5sing, a Crea)ve Strategy Plan (創意策略計劃) should be formulated.

世界上極少人因為錢太多而賣廣告...策劃一個市場策略/廣告策略都因一個字：

“PROBLEM” !!!

Situa5on Analysis -‐ 市況分析就好似醫生睇病一樣... 了解公司在市場上有咩病~ (包括自己同埋競爭對手~)

廣告不是無敵必殺技...廣告只係市場策略的其中一招~!! (e.g. 4Ps)Marke5ng Strategy Plan -‐ 市場策略計劃記得、記得、記得... 廣告只係掃堂腿~

Crea5ve Strategy Plan -‐ 創意策略計劃金玉其外，你都要想想點用D金玉去包裝~

創意用來包裝簡單訊息~

Problems in Media Planning Insufficient Media Data (媒體資料不足)

Insufficient Media Data (媒體資料不足)

The reasons for insufficient media data are that the data cannot be measured (有些資料係難以量度), high cost and the 5me lag in obtaining the data (成本及時差問題). Examples of insufficient media data include:

Outdoor Advertising

No complete research on viewership and ad spend in outdoor adver5sing (沒有確實的數據關於路人觀看戶外廣告)

睇下果個廣告！幾搞笑~

望下我好過啦... ....

TV/Radio Commercial

No complete research on TV ra5ng in hotel or portable TV set. (收視率量度缺乏酒店電視及流動電視的數據)

TV/Radio Commercial

TV/Radio ra5ng does not reflect the actual viewership on TV/Radio commercials. (收視率不能確實反映真實觀看人數)

大長今... 五十點... 其實都係估出黎...

TV/Radio Commercial

TV/Radio ra5ng does not reflect the actual viewership on TV/Radio commercials. (收視率不能確實反映真實觀看人數)

Even there is actual viewership data, there is no data on the degree of aXen5on paid to a par5cular commercial. (就算有真實觀看人數，亦不等於觀眾對廣告的留意程度)

Print Advertisement (i.e. newspaper or magazine)

How people read newspapers and magazines? (有幾多人真的去看報紙及雜誌？)

How much of any given magazine or newspaper is read? (一份報紙、一本雜誌，又會睇左幾多？)

How many adver5sements are read? (又有幾留意廣告？)

How thoroughly are they read? (睇得又有幾深入？)

How does each vehicle affect the percep5on (感覺) of an adver5sement that it carries. (唔同vehicle有不同的性格，受眾而言亦都一樣，亦直接影嚮其對廣告所表達的感受)

Internet Advertising

Whether a banner ad actually appeared on the user’s screen or the viewer clicked away before it had a chance to come up (發生)? (有幾多人真的見個果一個banner ad？尤其有了好多防廣告的軟件)

Is the user paid any aXen5on to the ad? (又有幾留意廣告？)

If click-‐through is low, e.g. 1%, can Internet act as an interac5ve adver5sing medium superior to tradi5onal mass media? (click-‐rate 咁低，又點可以取代傳統媒體？)

Time Pressure (時間上的壓力)

Adver5sing agencies always face with rushing jobs. (廣告公司係好忙的) They usually do not have sufficient 5me to research, e.g. compe55ve analysis, and make a beXer plan. (By and large?, their plans are ooen professional and presentable).

Time Pressure (時間上的壓力)

Adver5sing agencies always face with rushing jobs. (廣告公司係好忙的) They usually do not have sufficient 5me to research, e.g. compe55ve analysis, and make a beXer plan. (By and large?, their plans are ooen professional and presentable).

Moreover, if the client is slow to approve the budget (usually happened in large corpora5on), the most desirable (合意的) adver5sing space (空間), e.g. TV program or 5me-‐slot, may not be available because of the first-‐come-‐first-‐served basis. (有時候，客人會好遲先批出個Budget，導致錯失奪得最理想的廣告時間及位置)

Pressure to Produce “Creative” Media Plans

Pure quan5ta5ve media plans are similar even done by different adver5sing agencies. Crea5vity is requested to outstand the effec5veness of communica5ng the product message, e.g. adver5se the financial service of a bank within news TV program. (sponsorship)

如果只單憑數量化的資料來制定MEDIA PLAN...相信所有廣告公司得出來的結果都是一樣...

原來廣告入面的MESSAGE要有創意外，媒體策劃都要有創意，先有成效~!!!!!!

Quan5ta5ve data, not maXer how accurate (精確的) they were measured, is only an es5mate (估計). (估計始於都係估計，始於都有機出錯) Crea5vity can compensate (抵消) for the perceived gap between the es5mate and the actual, at least subjec5vely (主觀).

話明估計... 緊係 “估” “估”下啦...

To reach for the increasingly fragmented (零碎) and difficult-‐to-‐target audience.

Small media ooen propose crea5ve ideas or programs to media planners because of their unfavorable media figures.

Institutional Influences (組織內部影響) on Media Decisions

Because of subjec5vity, clients or directors of adver5sing agencies may instruct (指示) to use or not to use certain media or vehicles, although the media may be desirable quan5ta5vely (數量上) and strategically (策略上).

白花油王子159

Lack of Objectivity (客觀)

It comes when planners are over dependent on figures. There are many ways that the calculated figures, e.g. TV ra5ng, are inaccurate (唔準確) and not objec5ve (唔客觀) enough for decision-‐making: The methods of measurement might be imprecise.

(不精確的)

The sample size is too small. (標本數量太少)

(不精確的)

The sample size is too small. (標本數量太少)

The audience is too large compared with the sample size.

(不精確的) The sample size is too small. (標本數量太少) The audience is too large compared with the sample

size. The measurement technique is too biased (偏見) or

too insensi5ve (唔敏感) than what it is supposed to be.

(不精確的) The sample size is too small. (標本數量太少) The audience is too large compared with the sample

size. The measurement technique is too biased (偏見) or

too insensi5ve (唔敏感) than what it is supposed to be.

A set of major numbers is not available (主要的數未必公開給大眾)

Development and Future Trend in Media Planning

In the Old Days

Media planning consisted of simple, clerical (文書式) tasks, with liXle informa5on and data about the media and hence liXle research can be done. Media planning department is typical in a large-‐scale adver5sing agencies.

Because the mass consumer markets are breaking into small segments, and marketers are well informed from other resources, the media plan has to provide much detailed informa5on about the real audience. (外判給其他媒體公司去負責，因為佢地專門，所以有更多受眾的資料)

Because the mass consumer markets are breaking into small segments, and marketers are well informed from other resources, the media plan has to provide much detailed informa5on about the real audience. (外判給其他媒體公司去負責，因為佢地專門，亦有更多受眾的資料)

For example, a media vehicle targe5ng “women aged 18-‐49” is too broad in demographic characteriza5on. Life-‐styles, interests, and even media habits have to be addressed during the media planning.

The increasing numbers of vehicles within the media, e.g. the numerous (極多的) cable TV sta5ons, or the many special interest magazines, have segmented the mass markets into small groups. (不同的媒體將不同的觀眾分門別類)

When a product is adver5sed in one of these specific channels, the majority of the customers will never see it. As a result, the media planner has to compensate (補償) by adver5sing to these lost poten5al customers in other less obvious (不太明顯的) and less targeted (不太大機會成為目標的), but much more popular venues, e.g. outdoor signage adver5sing.

(例如CANON相機，會係電腦雜誌落廣告(specific channel)，不過有可能有其他 poten5al customers係市場入面，故此，CANON 都會賣戶外的廣告，以補償及吸納不太明顯的目標市場)

Technological product, e.g. HD-‐DVD recorder, makes the broadcast medium less focus on target audience than it is supposed to be.

For example, people can record their favorite TV program across different TV channels using HD-‐DVD recorder. The audience profile of a given channel becomes much more complicated (複雜) and diversified (多變). Another issue is the skip of TV commercials by this kind of technological product.

Media buying company is formed by consolida5ng (聯合) the media planning departments of several agencies.

The advantages are more efficiently use of resources (e.g. buying research data) and manpower with increased business (i.e. ad spend / billing) aoer consolida5on.

Future Trend

More crea5ve media buying (越來越多有創意的媒體宣傳方式)

Future Trend

More alterna5ves (選擇) needed to compensate for the increasing loss of customers aXen5on to adver5sements and commercials. (更多選擇以彌補不斷流失的受眾)

Future Trend

Merger (合併) and acquisi5on (收購) of media buying companies (媒體公司的合併及收購會不斷持續 – 以加強競爭力)

Future Trend

Merger (合併) and acquisi5on (收購) of media buying companies (媒體公司的合併及收購會不斷持續 – 以加強競爭力)

Large media buying company decomposes (分拆) into smaller agencies specialized in specific crea5ve media buying, or total strategic media planning (大型媒體公司會分拆為不同專門媒體公司，以應付不同的策略性的媒體計劃)

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