Advertising Strategy and Media Planning

Media Planning…8

“The achievement of marketing and advertising

objectives by the creative selection of media

platforms” (Tibbs 2010 p174)

the creative brief

What is media planning?

the advertising strategyMedia selection must be planned and bought to reflect…

the budget

media planning…

The cost of buying advertising time and space makes up between

80 and 90% of the advertising budget

It is not just about selecting the appropriate media based

on audience and media characteristics

There is a huge technical aspect to this planning process…

…involving frequency, reach, weighting, continuity, cost

De Pelsmaker et.al., 2012

It’s summed up succinctly by Yeshin, 2006…

It is the series of decisions made allowing the marketer

to optimally communicate the message to as many of

the target market as possible at the minimum cost

the role of a media planner…

Keep up to date with key media developments

Research and understand market and media trends

Understand how consumers behave

Tibbs (2010 p. 179)

To analyse the target audiences in terms of media reach

There’s a lot for the planner to consider…

Traditional broadcast, print, outdoor, online, direct, ambient, instore…

…plus the new and emerging digital variations of the more traditional media

…as well as where (vehicle and position) and when (schedule) the advert will run

An advertiser considering a simple monthly magazine schedule,

out of 30 possible vehicles that reach the target audience and

can deliver on the objectives would be considering over 1 billion

scheduling possibilities! 1230

Shimp, 2010

830 radio stations

1,587 newspapers

300 media owners

83% UK households

connected to the internet

The UK Media Environment…

1,973 magazines

514 TV channels

60% UK adults own

a smart phone

31 million facebook users, 15 million twitter users

www.mediauk.com, Ofcom, Route*, 2014

110,000 Out of Home

poster sites*

57% of adults dual-screen

where to start…

following on from the Advertising Strategy – and specifically the

media strategy stage – we go into more depth…

Specify media categories and vehicles… matched to the audience

and linked to the creative (position and communications objectives)

Determine the optimum time to advertise

Negotiate for and buying media

Evaluate performance of the plan

Yeshin, 2006

information about media…

BRAD Insight

Nielsen

IAB

NRS

Kantar Media / TGI

information about media…

BARB

RAJAR

Route

FAME/Dodona/DCM/

Pearl and Den

JICREG

Visual Content Time to Process Message Frequency

TV Yes Short High

Radio No Short High

Newspapers Limitations Long High

Magazines Yes Long Limitations

Posters Yes Long Limitations

Internet Yes Long High

Direct Mail Yes Long Low

Media ratings on essential media

selection characteristics…

Percy and Elliott (2012)

Brand Awareness Recognition

Brand Awareness Recall

Low Involvement High Involvement

Informational Transformational Informational Transformational

TV Yes Yes Yes Yes No No

Radio No Yes Yes No No No

Newspapers Limitations Yes Yes Limitations Yes Limitations

Magazines Yes Limitations Yes Limitations Yes Yes

Posters Yes Limitations Yes Limitations Limitations Yes

Internet Yes Yes Yes Yes Yes Yes

Direct Mail Yes Limitations Yes Limitations Yes Yes

Media selection options to satisfy brand awareness

and brand attitude communications objectives…

Percy and Elliott (2012)

Does it enable the communication of the advertising message?

Does it provide cost-effective coverage of the target audience?

Media channel evaluation…

Is it the appropriate environment in which to place the message?

Yeshin, 2006

Your media strategy questions…

Adapted from Yeshin, 2006

What target audience does this media reach?

How complete a coverage of the target audience might this media have reached?

What might have been the frequency of this advertisement in this media?

When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)

How does this media relate to the type of message the advertising conveys?

What is the geographic boundary of the media and

what does that say about the likely campaign strategy?

Assuming there’s a good demographic match, what does this say about

the likely target adience for the campaign?

Usually a media mix…

Rare to use only one medium

Not about ubiquity… stretches resources too far

About using enough, relevant media to have the desired reach and frequency impact

Usually a combination of media: several channels and then several vehicles within each channel

Media agencies in the UK…http://www.campaignlive.co.uk/news/1285735/, November 2014

Bellwether Report Q3 2013… marketing spend

traditional media spend is down… digital media spend up

Bellwether Report Q3 2014… marketing spend

traditional media spend is now growing slowly… digital media spend up

a new paradigm…

Television viewing is in decline…

Consumers of media are now in control of what media

they consume, where they consume it and when

…brands are no longer built with a 30 second commercial

…but it is still the most consumed advertising medium… only by 9minutes since

2012 3hours 52minutes(Thinkbox)… stats vary, Ofcom says 3 hours

Obviously digital technology has played a massive part in this

Perez-Latre, 2009

http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf

‘snacking’…

Multi-screening is on the rise…

Consumers are hyper-connected via the internet

99% of UK adultsdual-screen 2 or 3 times a week, 37% do so everyday

Carr, 2010, Thinkbox, 2012, Econsultancy, 2014

Three types of multi-screnn behaviour…

co-incedental, unsynchronised and deeply synchronised

Econsultancy, 2014

media mix…

'TV, radio and magazines still play a huge role in

people's lives, and so they continue to command a

significant portion of our marketing mix,' says Roisin

Donnelly, head of marketing P&G UK and Ireland. 'We

live in a multi-sensorial, multimedia world and we're

focused on how we can maximise multi-touchpoints

across all relevant media.'

References and reading

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University

Press.

Yeshin, T. (2006). Advertising. London: Thomson

http://m.campaignlive.co.uk/article/1059790/Biggest-Brands-Top-100-advertisers-2011

http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising

%20Handbook.pdf

http://www.thinkbox.tv/server/show/nav.2165

http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-

market-reports/cmr14/

https://econsultancy.com/blog/62538-multi-screening-trends-in-the-

uk#i.8wqe6hcdxfcssh