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Chapter 5
Advertising
Planning:
Traditional
Media
Copyright © 2008 Pearson Education Canada
Learning Objectives
Describe the steps involved in media
planning
2) Distinguish among media objectives,
media strategies, and media execution
3) Describe the various factors that influence
media strategy decisions
1)
(continued)
Copyright © 2008 Pearson Education Canada
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Learning Objectives (Continued)
4)
Outline the characteristics, strengths, and
weaknesses of mass media advertising
alternatives
Copyright © 2008 Pearson Education Canada
5-3
Media Planning
Media Planning – a plan of action to
communicate a message to the right
people, at the right time, and the right
frequency
The goal of a media plan is to be efficient:
to gain maximum exposure at minimum
cost
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Media Planning Model
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The Media Brief
Market Profile
Competitor Media Strategy
Target Market Profile
Media Objectives
Media Budget
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The Media Plan
Media Plan – a document that outlines the
relevant details about how a client’s budget
will be spent
Media Objectives
Media Strategy
Media Execution
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Media Objectives
…is the target market?
WHO
…is the message?
WHAT
WHERE
…are the priorities?
WHEN
…is the best time to
advertise?
HOW
…many, often, long?
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Media Strategy
Media Strategy – a plan for achieving
media objectives to reach the target
audience as effectively and efficiently as
possible
Limited financial resources
Demands for accountability
(continued)
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Media Strategy (Continued)
Should address:
How often to advertise
How long to advertise
Where to advertise
What media to use
Will rationalize why only certain media
recommended
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Factors Influencing Media
Strategy
Target Market Profile
Nature of the Message
Geographic Market Priorities
Timing of Advertising
Reach/Frequency/Continuity
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Target Market Profile
Shotgun Strategy
Profile-Matching Strategy
Rifle Strategy
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Nature of the Message
Creative and media strategy should be
synergistic
Right message in the right medium
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Geographic Market
Priorities
National
Regional
Category development index (CDI)
Brand development index (BDI)
Key Market Coverage
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BDI Analysis Example
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Timing of Advertising
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Reach/Frequency/
Continuity
Reach
Total audience exposed to a
message one or more times in a
period, usually a week
Frequency
The average number of times a
message has been exposed to an
audience over a period of time
Gross Rating Points
Calculated by multiplying reach
and frequency
Continuity
The length of time required to
generate impact on a target
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Reach/Frequency/
Continuity Example
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Media Execution
Media Execution – translating media
strategies into specific media action plans
Look at cost efficiencies
Develop a schedule
Allocate budget
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Media Selection
General Type of Media
Select Class of Media Within the Type
Select the Particular Medium
Cost per thousand (CPM) is a determining
factor
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Comparing Media
Alternatives
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Media Schedule and
Budget Allocation
Develop media calendar
Assign estimated costs to all activities
Blocking Chart – shows allocation of a
brand’s media budget according to time of
year and type of medium
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Media Buying
Negotiate final prices
Replace any media that has become
unavailable
Seek favourable rates and positions to
maximize efficiency and achieve objectives
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Media Alternatives
Traditional
Television
Radio
Newspaper
Magazines
Out-of-home
Non-traditional
Internet
Mobile
communications
Video games
Use of both primary & secondary media recommended
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Television
Network
Advertising
Selective
Spots
Local
Spots
Sponsorship
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Television Advantages and
Disadvantages
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New Strategies for
Reaching a TV Audience
Product placement
Branded content
Shorter TV commercials
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Radio
Station format determines the audience
profile
Radio is ideal for reaching targets defined
by age
Radio is an important medium if a “key
market” strategy is recommended
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Radio Advantages and
Disadvantages
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New Technologies Affecting
Radio
Internet radio
Podcasting
Satellite radio
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Newspapers
Offer geographic selectivity
High reach in local markets
Effective at reaching a broadly defined
adult market
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Newspaper Revenues
National
Advertising
Retail
Advertising
Classified
Advertising
Preprinted
Inserts
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Newspaper Advantages
and Disadvantages
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Magazines
Business and consumer magazines
Two types of circulation
Paid circulation
Controlled circulation
Good for profile-matching and rifle
strategies
Magazines are a “class” medium instead of
a “mass”medium
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Magazine Advantages and
Disadvantages
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Out-of-home Advertising
Highly visible
Can reach a mobile population
Suitable to a shotgun approach
Three types
Outdoor Advertising
Transit Advertising
Other
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Outdoor Advertising
Posters or billboards
Backlit poster
Superboard or
spectacular
Banners
Murals
Electronic signs
Transit shelter
Mall posters
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Outdoor Advantages and
Disadvantages
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Transit Advertising
Interior cards
Exterior king poster
Exterior seventy
poster
Superbus advertising
Bus murals
Station posters
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Transit Advantages and
Disadvantages
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Other Forms of
Out-of-home Advertising
Washroom advertising
Elevator advertising
Cinema advertising
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Chapter Review
Describe the steps involved in media
planning
2) Distinguish among media objectives,
media strategies, and media execution
3) Describe the various factors that influence
media strategy decisions
1)
(continued)
Copyright © 2008 Pearson Education Canada
5-42
Chapter Review (Continued)
4)
Outline the characteristics, strengths, and
weaknesses of mass media advertising
alternatives
Copyright © 2008 Pearson Education Canada
5-43