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Media planning and planning
in PR.
L2
Ing. Jiří Šnajdar
2016
What is Media Planning?
There are so many types of media.
Have you ever wondered how a company chooses?
You are creating advertising for a new product. To
complete this task you need to go through the media
planning process. Media planning in advertising is
the making of decisions to deliver a message to the
target audience.
The Media Planning Process
The process includes: market analysis, establishing the
media objective, setting the strategy, implementation,
and evaluation and follow-up.
Market Analysis
Performing a market analysis involves determining who
your audience is. The audience is the number and type
of people your advertising targets. The audience can
be classified according to age, sex, income,
occupation, etc. Performing this analysis will help you
to project costs and determine the right media for your
campaign.
Establishing The Media Objective
The media objective is the goal of the media plan. To
establish this objective you must determine your goal
for reach, frequency, circulation, cost, and penetration.
Reach is the amount of people the message is in front
of over a period of time. Frequency is the average
number of times the message is in front of those
people. Circulation is used for printed advertisements.
This is the number of prints that are produced and sent
out.
Cost is broken down into two different sections:
Cost Per Thousand (CPM) and Cost Per Person (CPP).
It is important to understand the cost as you are
budgeting.
The cost will tell you which form of media is the best
option for your business.
Penetration is the number of audience members
reached by the advertising.
The company must determine if it wants to take over a
market or just reach a certain group prior to setting the
penetration goals and strategies.
Setting The Strategy
You need to make a decision about what type of media
you will use.
Some options include Internet, television, radio,
newspaper, consumer and business publications, and
interactive media platforms.
Which option reaches the largest audience?
How often will it reach the audience?
Does it fit in your budget?
Implementation
You have a plan. Now it's time to set it in motion. This is
when you buy media.
Media buying is the purchasing of the space in the
selected media.
This involves committing to the media provider,
submitting the ad, and paying the bill. This is the
exciting part. You see all your hard work come together.
Evaluation And Follow-up
After everything is said and done, it is time to see how
successful your media plan was.
To do so, you need to follow-up and evaluate the
results.
Ask yourself, 'Did we meet media objectives? How
successful were the strategies?'
The success of this media plan will determine future
media plans.
Example
You are promoting a new candy bar. This candy bar
has nutrition that gives you energy. Therefore, the
target audience is athletes.
You've determined you can advertise through an online
radio company. You've set a goal (media objective) of
getting your advertisements in front of 1,000 people
(reach) per day (frequency). The number of advertisers
is limited to six per station, so you are guaranteed once
every hour (frequency). Their stations average 200
listeners per hour. With a cost of $1,000 per day, 4,800
listeners per day, you are paying $0.21 per person
(CPP). This fits in your budget, so you implement the
media plan.
After two weeks you evaluate the media plan.
You successfully met your media objective of reaching
at least 1,000 people per day. There was, also, a 20%
increase in sales.
You continue the campaign.
Strategic Media Planning Steps
A company trying to establish its product or service in
today's market now has the benefit of the web as an
efficient marketing tool.
Quicker than ever, the web can help a company
determine if its new products or services will be a
success versus a flop.
For many products and services the web can directly
facilitate the traditional "Four P's" in a marketing
strategy: Product, Price, Place and Promotion. Every
marketer needs to consider how the web will play a part
in guiding the growth of the company through
marketing its products or services.
Capture the market share
Insert yourself into the marketplace by being present
To be included in the consideration set within a product
category, a product needs to be adequately present.
This is the same thing as, in a grocery store, sitting on
same shelf as competing products. Ideally, you want to
be at eye-level, which is the same as being returned as
one of the top results in a search engine, as well as
sitting in the mix of product reviews on any number of
websites.
To accomplish this, a marketer need to build a
search engine optimized website and work diligently
to show up in all the places where your target would
look for a category of products.
To show up on the brand or product name is not
enough; the product should show up on a general
search because with a new product prospects will
not likely know the product name on which to
search.
A quick way to "show up" is to use paid listings
(aka, pay-per-click for Google, Yahoo! and other
search engines) under the appropriate key phrases.
Track the ones that are driving converting traffic and
use some of that information to support search
engine optimization efforts.
If the product is present, is priced reasonably and
the differentiating features are basically
communicated, the company will naturally capture a
set of customers that firmly believe in those
differentiating factors.
Tactics to employ in this step:
Site analytics
Search marketing
Sales-driven, contextually placed ads
Froogle API (for e-commerce)
Public relations (placed product reviews, for
example)
Merchandise the product or service
Make sure that your prospective customer clearly
understands what your product has to offer by
manipulating its features and benefits to position
against those of your competitors.
Once the product is present where its prospective
customer is looking for a solution, a marketer will
have to begin working on merchandising the product
or service on the site.
At this step, it is imperative that the features and
benefit of the product or service are established in
extreme clarity.
This is not intended to inundate the user, but give
them every reason to consider this product; no
bases should be left uncovered.
Flash product demos, Comparison tools,
Partnerships, Promotion codes, Public relations (to
highlight marquee customers and exclusive product
features)
Eliminate confusion
Capture incremental revenue by eliminating
"confused customers" through usability testing and
site optimization.
Now that customers are able to answer their
questions about the product, it is important to
understand where they become confused in the
sales process.
For example, button placement may be confusing,
or certain talkativeness may turn the user off. With
each change made in this step, results should be
carefully tracked and measured.
The magnifying glass should not only be on aspects
of the site, but also in advertising programs and
internal processes.
By this step focusing on learning details about the
consumer, this step can often as follows to the next
through the discovery of "the big idea“ , that leads to
a brand strategy.
Advanced site analytics, Marketing panels,
Site-wide usability testing, Feedback tools
Create intangible benefits through branding
Create perceived value, brand personality and other
intangible benefits.
People want to feel good about the products they
buy and the companies they support.
The product that wins that battle is the brand with
which a customer best aligns. Winning this battle
consistently is when a product's market share can
really explode.
By digging into the psychographics of the consumer
and understanding the real motivation for
purchasing a product, a marketer can play to the
buyer's ID.
Qualitative research, Brand-oriented banner ads,
Broadcast, Print media, Viral or guerilla tactics,
Blogs, podcasts
Retain customers and create fans by crafting the
experience
Get to know your customer and their friends by
supporting their needs and facilitating their
experience with your product or service.
Now that you understand your brand and what truly
drives people to purchase your product, you can
begin to craft "the experience."
That experience should permeate throughout the
organization and into every consumer touch-point. It
should be consistent and measurable.
There are a number of notable brands that have
effectively created a customer experience enhanced
by the web.
Each of those brands experience a vibrant
community of followers and promoters who carry the
experience torch for the company and their
products.
In this step, the marketing strategy has become
much more complex and influences all aspects of
the company, internal and external.
At this point, the company should be not only
marketing products, but managing a brand, as well.
However, because of today's web, there is a third
skill required: reputation management.
Consumers now have a heightened ability to
manipulate your brand image through such an open
and immediate forum.
This is an era where users can easily create their
own commercials (good or bad) for your product,
blog about experiences with your company or
develop websites to associate themselves with your
company.
The best thing you can do if you reach this step is to
cultivate the good and monitor the bad.
Customer lifecycle management, Affinity and loyalty
programs, Customer forums, Brand reputation
management monitoring, Branding guidelines
The web has forever changed the marketing
process, toolset and its direct accountability to the
success of the business.
The web has also closed the gap on consumers'
access to companies, other consumers and
information.
Marketers who observe and respond to these
changes can accelerate a marketing program
through the steps
The word Media came from the Latin word "Middle".
Media carry message to or from a targeted audience
and can add meaning to the message.
Media Planning, in advertising, is a series of
decisions involving the delivery of message to the
targeted audience.
Media Plan, is the plan that details the usage of
media in an advertising campaign including costs,
running dates, markets, reach, frequency,
reasoning, and strategies.
Market Analysis
Every media plan begins with the market analysis or
environmental analysis.Complete review of internal
and external factors is required to be done. At this
stage media planner try to identify answers of the
following questions:
Who is the target audience?
What internal and external factors may influence the
media plan?
Where and when to focus the advertising efforts?
Establishing Media Objective
Media objectives describes what you want the
media plan to accomplish. There are five key media
objectives that a advertiser or media planner has to
consider - reach, frequency, continuity, cost, and
weight.
Reach - Reach refers to the number of people that
will be exposed to to a media vehicle at least once
during a given period of time.
Frequency - Frequency refers to the average
number of times an individual within target audience
is exposed to a media vehicle during a given period
of time.
Continuity - It refers to the pattern of advertisements
in a media schedule. Continuity alternatives are as
follows:
Continuous: Strategy of running campaign evenly
over a period of time.
Pulsing: Strategy of running campaign steadily over
a period of time with intermittent increase in
advertising at certain intervals, as during festivals or
special occasions.
Discontinuous: Strategy of advertising heavily only
at certain intervals, and no advertising in the interim
period, as in case of seasonal products.
Cost - It refers to the cost of different media
Weight - Weight refers to total advertising required
during a particular period.
Determining Media Strategies
Media strategy is determined considering the
following:
Media Mix - From the wide variety of media
vehicles, the advertiser can employ one vehicle or a
mix suitable vehicles.
Target Market
Scheduling - It shows the number of
advertisements, size of advertisements, and time on
which advertisements to appear.
Seasonal Pulse: Seasonal products like cold creams
follows this scheduling.
Steady Pulse: According to this scheduling one ad is
shown over a period of time, say one ad per week or
one ad per month.
Periodic Pulse: A regular pattern is followed in such
scheduling, as in case of consumer durable, and
non durable.
Erratic Pulse: No regular pattern is followed in such
scheduling.
Start-up Pulse: Such scheduling is followed during a
new campaign or a launch of a new product.
Promotional Pulse: It is for short time, only for a
promotional period.
Reach and frequency
Creative Aspects - Creativity in ad campaigns decides
the success of the product, but to implement this
creativity firm must employ a media that supports
such a strategy.
Flexibility - An effective media strategy requires a
degree of flexibility.
Budget Considerations - In determining media strategy
cost must be estimated and budget must be
considered.
Media Selection - It covers two broad decisions selection of media class, and selection of media
vehicle within media class.
Implementation of Media Plan
The implementation of media plan requires media
buying. Media Buying refers to buying time and space
in the selected media. Following are the steps in
media buying:
Collection of information: Media buying requires
sufficient information regarding nature of target
audience, nature of target market, etc.
Selection of Media/Media Mix: Considering the
collected information and ad-budget, media or media
mix is selected which suits the requirements of both target audience and advertiser.
Negotiation: Price of media is negotiated to procure
media at the lowest possible price.
Issuing Ad - copy to media: Ad-copy is issued to the
media for broadcast or telecast
Monitoring performance of Media: Advertiser has to
monitor whether the telecast or broadcast of ad is
done properly as decided.
Payment - Finally, it is the responsibility of advertiser
to make payment of media invoices on time.
Evaluation and Follow-up
How successful were the strategies in achieving
media objectives?
Was the media plan successful in accomplishing
advertising objective?
Successful strategies help build confidence and serve
as reference for developing media strategies in future,
and failure is thoroughly analysed to avoid mistakes in
future.
Marketing is a process of developing and
implementing plans to identify and satisfy customer
needs and wants with the objective of customer
satisfaction and profits making.
The main elements of marketing planning are - market
research to identify and anticipate customer needs
and wants; and planning of appropriate marketing mix
to meet market requirements/demands.
Definition of Marketing Planning
"Marketing Planning is the process of developing
marketing plan incorporating overall marketing
objectives, strategies, and programs of actions
designed to achieve these objectives."
Marketing Planning involves setting objectives and
targets, and communicating these targets to people
responsible to achieve them.
It also involves careful examination of all strategic
issues, including the business environment, the
market itself, the corporate mission statement,
competitors, and organisational capabilities.
Mission
Mission is the reason for which an organisation exists.
Mission statement is a straightforward statement that
shows why an organisation is in business, provides
basic guidelines for further planning, and establishes
broad parameters for the future.
Many of the useful mission statements motivates staff
and customers.
Corporate Objectives
Objectives are the set of goals to be achieved within a
specified period of time. Corporate objectives are most
important goals the organisation as a whole wishes to
achieve within a specified period of time, say one or
five years.
All the departments of an organisation including
marketing department works in harmony to achieve
the corporate objectives of the organisation.
Mission statement and corporate objectives are
determined by the top level management (including
Board of Directors) of the organisation.
Marketing Audit
Marketing audit helps in analysing and evaluating the
marketing strategies, activities, problems, goals, and
results. Marketing audit is done to check all the
aspects of business directly related to marketing
department.
SWOT Analysis
The information gathered through the marketing audit
process is used in development of SWOT Analysis. It
is a look at organisation's marketing efforts, and its
strengths, weaknesses, opportunities, and threats
related to marketing functions.
Strengths and Weaknesses are factors inside the
organisation that can be controlled by the
organisation. USP of a product can be the example of
strength, whereas lack of innovation can be the
example of weakness.
Opportunities and Threats are factors outside the
organisation which are beyond the direct control of an
organisation.
Marketing Assumptions
A good marketing plan is based on deep customer
understanding and knowledge, but it is not possible to
know everything about the customer, so lot of different
things are assumed about customer.
Marketing Objectives and Strategies
After identification of opportunities and challenges, the
next step is to develop marketing objectives that
indicate the end state to achieve. Marketing objective
reflects what an organisation can accomplish through
marketing in the coming years.
Forecast the Expected Results
Marketing managers have to forecast the expected
results. They have to project the future numbers,
characteristics, and trends in the target market.
Without proper forecasting, the marketing plan could
have unrealistic goals or fall short on what is promised
to deliver.
Create Alternative Plan
A alternate marketing plan is created and kept ready
to be implement at the place of primary marketing plan
if the whole or some part of the primary marketing plan
is dropped.
Marketing Budget
The marketing budget is the process of documenting
the expected costs of the proposed marketing plan.
One common method to allocate marketing budgeting
is based on a percentage of revenue. Other methods
are - comparative, all you can afford, and task method.
Implementation and Evaluation
At this stage the marketing team is ready to actually
start putting their plans into action. This may involve
spending money on advertising, launching new
products, interacting with potential new customers,
opening new retail outlets etc.
The marketing planning process is required to be
evaluated and updated regular. Regular evaluation of
marketing efforts helps in achieving marketing goals.