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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.