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2006 Pearson Education Canada Inc.7.1

Canadian Advertising

in Action

Chapter 7

Media Planning Essentials


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Learning Objectives

Assess roles & responsibilities of client

and agency in media planning

Differentiate among objectives,strategies and execution

Utilize media terminology

Describe media selection process

Identify advertising budget factors

Describe advertising budget methods


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Media Planning

Client provides relevant information to

agency in the form of a media brief.

1. Market Profile

2. Product Media

Profile

3. Competitor Media

Usage

4. Target Market Profile

5. Media Objectives

6. Media Budget


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Media Planning Process

Media Execution

Marketing Plan

Media Objectives

Media Strategies

Creative Plan

Advertising Plan


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Media Objectives

Who is the target market?

What is the message?

Where are the priority markets?

When is the best time to advertise?

How many, often, long?


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Media Strategies

Target Market

Nature of Message

Reach/Frequency/Continuity/ Flexibility

Market Coverage

Numerous factors are considered for

achieving objectives:

Timing of delivery

Competitor mediausage

Media alternatives

Budget


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Target Market MediaStrategies

Profile-

match

Rifle

Road-

block

Shotgun

Explain why roadblocking is not useful in rifle

or profile-matching strategies.


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Balancing Strategic

VariablesReach How many?

Frequency How often?

Continuity How long?

How flexible is the plan? Can it be altered?


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Reach

The total unduplicated audience [individuals

or households] exposed to a message one or

more times in a period (week).

ReachFormula= # households tuned in# households in area

= 50 000 or 1250 000 5

= 20%


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Frequency

The averagenumber of times an audience is

exposed to a message over a period of time

(week).

Frequency = Total Exposures

Formula Reach

= 250 000

50 000= 5.0


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Continuity:The length of time

required to generate impact on a

target audience.

Continuity / Flexibility

Flexibility: ability to modifymedia

spending plans throughout the

scheduled advertising period.


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Gross Rating Points

GRPs refer to the weight of a

media schedule against a pre-

determined target audience.

GRP = Reach (%) x Frequency

= 50 x 3.5

= 175


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Impressions

Impressions,or total exposures,are the

total number of commercial occasions

multiplied by the total target audience

potentially exposed to each occasion.

Impressions = Reach x Frequency

= 500 000 x 4= 2 000 000


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Media Coverage

NationalRegional

Key Market

Selective

Identifying the number of markets where

advertising will occur.


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Advertising Flights

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Scheduling Options


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Media Alternatives

Television

Radio

Newspaper

Magazines

Out-of-Home

Direct ResponseInternet

1. Assess pros and

cons of each

2. Identify primary

and secondary

media

3. Budget is key

influence


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Budget Influence onMedia Strategy

Media Mix:

Primary &Secondary

Media

Selective

MediaUsage

Small

Budget

Large

BudgetReach

Frequency

Continuity

Coverage

Timing

Competition

Media Type

Limited

strategyFlexible

strategy


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Media Selection Process


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Media Execution

Media Scheduling and Budgeting

(Blocking Chart)

Media Buying (Negotiation)


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Agency Role in Media

PlanningA media director oversees staff responsible for

developing the plan and selecting, scheduling,

and buying time and space. Computers play akey role in media planning.

Pre-buy

Analysis

Estimated audience

deliveries in a schedule

Post-buy

Analysis

Actual audience

deliveries


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Factors Influencing

Budgets

1. Customer Characteristics

2. Degree of Competition

3. Product Life Cycle

4. Management Attitude


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2006 Pearson Education Canada Inc7 23

5 Budgeting Methods

1. Percentage of Sales

2. Fixed Sum per Unit Sold

3. Industry Average

4. Task5. Share of Advertising / Share of Market

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