Download week 1-2

Introduction to J 3040
Media and Marketing
Media Planning and Marketing
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Tonight we’re going to do several things
You are going to take a quiz (not counted) to see how much
you actually know about media. (20 minutes)
I’m going to give you a broad overview of the course and
point out some important things that you will need to know.
I will point out
We’re going to cover basic media terminology. I want you
to know why this is important to you
I want you to know basic media terms and verbiage
I want you to know how terms relate to each other
5 of you are going to make mini presentations (10 minutes)
Media Planning and Marketing
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Media is always changing
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World is speeding up
New technologies available
Number of media outlets expanding and
contracting daily (radio, tv, publications, out of
home opportunities, internet)
Media Planning and Marketing
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The changes and new technology are totally
reshaping the future of advertising.
In addition to the technological changes, there is
a complication of the changes in the way media is
priced. The cost of advertising fluctuates up and
down depending on supply and demand.
Supply and Demand is one of the premises that
most affects both media planning and marketing
Media Planning and Marketing
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If you are a client, concerned with:
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Production
Marketing
Sales & Customer service
Finance
Research and Development
Many other things
Media Planning and Marketing
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If you are a Media Planner in an agency,
this is how you fit into that picture:
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Account Planning-Account Supervisor and
Account Executives
Creative-Art Directors, Copy writers, Graphic
designers, Producers
Management/Finance-Management,
accounting, Finance, Human Resources
Marketing-*******Media planning, Media
Buying, Research, traffic
Media Planning and Marketing
Media planners work with advertisers, with
the ad media (TV, radio, internet, out of
home vendors, etc.) and media buyers
 Media Planning is part of Marketing
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Can anyone tell the 4 P’s of Marketing?
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Product, Price, Place and Promotion
Media Planning is part of Promotion***important
Within promotion there is a mix of sales promotion,
direct marketing, Public Relations, publicity and
media advertising
Media Planning and Marketing
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Within the promotional Mix falls
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Salespeople
Telemarketing
Catalog, literature, manuals
Trade shows, seminars, training
Direct mail and sales promotion
PR and Publicity
Media Advertising
Media Planning and Marketing
All these things combined go into reaching
your target audience and determining how
much it will cost to reach each contact
 Media planning is a small part of the big
picture, but it’s a very important part of
that picture. WHY? MONEY As media
planners, you are holding a clients
investments, trust and future in your
hands.
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Media Planning and Marketing
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Advertising Media Mix
Who
 What
 Where
 When
 How
KNOW THIS. Probably the most important thing
you will learn in this class. Your media plan
will have to address each of these.
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Media Planning and Marketing
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Media plan is
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A blueprint for media buying
A Road map…
Shows
How an advertising budget will be used to buy media
that will reach prospective consumers with greatest
effectiveness at lowest cost.
Where you are now and how you will get to where you
want to be
What the best means of delivering ads to prospective
buyers of product is.
Media Planning and Marketing
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Going back to Who, What, Where, When,
How: What this means:
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Who are the prospects?
How many prospects are there?
How many times should they be reached?
In which medium?
When should we reach them?
Where should we reach them?
How much should we spend?
Media Planning and Marketing
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4 Rules of vehicle selection (TV, radio,
print, etc.)
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Optimize reach and frequency
Minimize cost
Avoid waste
Stay within budget
Media Planning and Marketing
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Media Planning
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Grounded in marketing
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Must have a marketing objective
An advertising objective
A Media objective
There are trade offs-Effective advertising vs Efficient
advertising
Receptive audience vs Relevant
audience
Primary contact vs recent contact
Media Planning and Marketing
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Media Planning is based on scientific research
It is also based on inspired application of an
informed media planners personal judgement
So much of research is flawed and flakey and this
means it is of the upmost importance for media
planners to know as much as they can about as
many different medias and the pros and cons of
each.
Media Planning and Marketing
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Planning procedures
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Analysis of marketing situation-marketing strategy
Advertising creative strategy…do they want TV or out of
home, or internet. This has tremendous influence over
media plan
Media Plan
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Objective-targets, reach, where
Strategy-media selection, national/spot, radio, internet
Tactics-vehicle selection, # ads, position
Media Planning and Marketing
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Media Classification
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Traditional: Television, newspaper, magazines, radio
Non-traditional:
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Interactive, computer, kiosk, telephone, Viral marketing
Coupons/DM
Third Party: shopping bags, statement stuffers
Event
In-store
Place-based: transit, bus shelters, transportation, stores,
stadium, or any outdoor media
Media Planning and Marketing
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Medium VS Vehicle-know this
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Medium: A class of carriers
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Television
Radio
Newspapers
Magazines
Internet
In-store
Media Planning and Marketing
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Vehicle: an individual carrier within a
medium
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Dallas Morning News, Denton RecordChronicle, New York Times, 60 Minutes, Wheel
of Fortune, CSI, ER, People magazine, Time,
Vogue, Google, American Airlines Arena in
Dallas
Media Planning and Marketing
Medium
Newspaper
Vehicle
NYT
Ad unit
4 col. By 12 inches
Magazine
Time
4 color/full page
Television
News
:30’s, :60’s
Radio
KPLX-F
:30’s, :60’s
Media Planning and Marketing
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Media Objectives, Strategy and Tactics
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Media Objective
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A goal which focuses on the target audience
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Who?
How many?
When?
Where
Media Planning and Marketing
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Media Strategy
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Actions to meet the objective
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Specific target audience
Reach and frequency
Media Mix (SOV)
National vs Local
Media Planning and Marketing
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Media Tactics
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The very specific activities required to
implement the media plan
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Ad type
Vehicle selection
Timing and scheduling
Media Planning and Marketing
Example: Media plan for a Senior Health Care plan
Objective:
Reach 60 percent of target market with
an average of three messages during the introductory
month of the plan
Strategy:
Target to current users who are int the
55+ age category.
Use 90/10 mix of daytime network and
general editorial magazines
Tactics:
2 x :30 second commercials per month
on day time talk shows and soap operas
Full-page 4 color ads in Modern Maturity
and American Health Life
Media Planning and Marketing
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Media can be confusing because there are so
many terms to learn.
Anything you do in advertising, you will have to
interact with media.
Understanding a few terms will allow you to know
buzz words media planners, agencies and clients
use. It will open up doors for you as you
interview for jobs, as you interact with clients
and with people in your departments.
Media Planning and Marketing
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Media has a language all its own.
Knowing what these words mean can and
will open doors for you…even if you don’t
go into media. Media touches every
aspect of advertising and it is becoming
more and more important because of the
new technology and because so much
money is involved.
Media Planning and Marketing
PUT ON BOARD
Rating/GRP/TRP CPM/CPP Impressions
Reach/frequency share MSA/DMA/TSA
Intrusive SOV HUT/PUT/PUR FP/4c
Boards showing flowchart insertion
Efficiency effective qualitative quintile
Standard Broadcast Calander Coverage
BDI/CDI Media objectives, strategies, tactics
Sampling circulation Gross impressions
Seasonality
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Media Planning and Marketing
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Rating
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% of individuals or homes exposed to an advertising
medium. Term generally used in TV and radio, but
coverage (magazine) and showing (outdoor) are
identical terms
Example 6 volunteers
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TV
TV
TV
TV
TV
Home
Home
Home
Home
Home
1
2
3
4
5
Grey’s Anatomy
Grey’s Anatomy
CSI
MTV Videos
Off
Media Planning and Marketing
5 Homes total in this market
 Grey’s Anatomy = 2/5 or 40% This is a
40 rating
 CSI and MTV = 1/5 or 20%. This is a 20
rating
 In this example Greys has a 40 HH Rating.
CSI and MTV have a 20 HH rating
 How many ratings? 80 (40 + 20 + 20)
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Media Planning and Marketing
Now, lets assume 2 people in each HH
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Greys CSI MTV OFF Total
Home 1 1
1
2
Home 2 2
2
Home 3
1
1 2
Home 4
2
2
Home 5
2
2
Total
3
1
2
4
10
Rating
30
10 20
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Media Planning and Marketing
In this example we have a total population
of 10. Greys Anatomy has 3 out of 1- or
30% or a 30 rating. CSI has a1 out of 10,
10% or 10 rating. MTV has 2 out of 10 or
20% or 20 rating.
 With ratings, always drop the % sign
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Media Planning and Marketing
Geography
Population Men (in 1000’s)
National (USA)
Dallas
Beaumont
90,000
900
500
100,000
1,000
600
10
10
10
8
8
8
Men delivery (in 1000’s)
9000
90
50
Women delivery (in 1000’s)
8000
80
48
Population Women (in 1000’s)
Men Rating
Women Rating
Media Planning and Marketing
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In this example I’m showing that a 10 rating (Men) means
different numbers of people depending on the market or
population of the market.
In the US, a 10 rating men would mean 9,000,000.
In Dallas, 90,000
In Beaumont, 50,000.
This could apply to TV, Radio, outdoor or any medium. TV
and radio stations use ratings to determine a shows
popularity. If a rating is high, the show generally stays on
the air. If its low, often cancelled.
Media Planning and Marketing
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A Rating is the most important broadcast term
and advertisers use ratings to buy TV and radio
programs to determine how many people will be
reached by their message. A rating is always a
% of a population.
Buyers and sellers negotiate costs based on
estimated ratings. If a rating is high (a popular
show) the seller (station) can charge more
money for the advertising because more people
are watching the show.
Media Planning and Marketing
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HUT=Households using Television =% of homes
using TV at a given time of day.
Get out little houses
In the first 2 homes, they are viewing Greys
Anatomy
In the 3rd home they are viewing CSI
In the 4th home they are viewing MTV
The 5th home is not watching anything.
Of the 5 TV homes, 4 are viewing TV. The HUT is
80%...4/5
Media Planning and Marketing
Grey’s Anatomy = 40 rating (2/5 of 40%
or 40 rating)
 CSI = 20 rating
 MTV = 20 rating
 Total ratings 80 HUT
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Media Planning and Marketing
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The same can be applied to radio, but the term is PUR
(Persons using radio)
When we are talking about People instead of Households,
the term is PUT (People using Television) The difference
comes from the populatoin base.
Although 80% of the HOMES are using TV, the 5 of total
people is less. Going back to our example of 2 people per
Household, of 10 total people, IF only 1 person per
Household is viewing in 4 of the 5 HH, the PUT (People
using Television) is 40%...4 people viewing divided by a
populatoin base of 10.
Media Planning and Marketing
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The % always refers to the AVAILABLE
UNIVERSE with a TV or radio in their
homes…as opposed to the total
population…although most people have
TV’s in their home, not all do, so those
people cannot be counted in the universe.
Media Planning and Marketing
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Seasonality
Hut levels vary by season…why? (weather, reruns,
lifestyles holidays, work habits, writers strikes)
Hut levels vary by geographic areas. TV useage levels
generally lower in the moring, daytime and late night…why?
(work, sleep) and lower in warm weather…why?
(vacation)…interesting point is that usually when TV
viewing is lowest, ratio listening is highest…In summer
months, people are outdoors, at the beach, having
barbeques, etc. Often take radio listening outdoors with
them…changing with your generation…IPODS
Media Planning and Marketing
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Terms HUT and PUT often interchangeable. But
HUT really means Households using TV and PUT
is people or persons using TV.
Like HUT levels, PUT levels also vary and the
variations are different from one group to
another.
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Can anyone guess what group of people consistently
watch more TV than any other group? Women…They
watch more, but they also keep track more.
Media Planning and Marketing
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Radio
PUR levels also vary (please note there is not a
term HUR for Households using radio)
Adult listening is highest in what is called Drive
time 6-10 A and 3-7 PM. Teen PUR is highest in
PM drive (except in summer when teens not in
school. Some stations still program to school
being in and out of session.
Media Planning and Marketing
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Radio times bought and sold in following time
periods:
M-F 6-10A
AM Drive
M-F10A-3P
Midday
M-F 3-7 P
PM Drive
M-F 7P-12M
Evening
M-SU 12m-6a Overnight
Sat
Same as above
Sun
Same as above
Media Planning and Marketing
Generally highest listening timeperiods are
M-F 6-10 A and Sat 10a-3 PM.
 As stated before, when TV viewing is
lowest, radio at highest (3rd quarter)
because of weather, school and vacations.
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Media Planning and Marketing
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Next week I will review HUT/PUT and talk about SHARE,
Gross Rating Points, Impressions and how they all relate to
each other. We’ll do some in class exercises to make sure
you understand what these terms mean.
Now like to get to the mini media presentations.
Dominique Brown
Andrew Cantu
Taylor McLelland
Lauren Penn
Sheila Tran
next weeks assignment is on syllabus