MEDIA PLANNING OVERVIEW.ppt

MediaPlanningProcess,RoleofMediaPlanners,DevelopmediaplanrecommendationsDefiningbrand/marketpositionIdentifytargetaudienceSetcommunicationperformancegoalsorconsumerresponsegoalsGeographicsplitsandgoalsCompetitivemediaanalysesMediamixselectionandrationaleOptimizingbudgetsDevelopmentofclearbuyingbriefstoMediaBuyersSecuringclientapprovalsforimplementation,RoleincreasebytherankMorecomplexandneedgreaterindepthknowledgetoformulateeffectiveplans,RoleofMediaBuyers,MediamarketandopportunityanalysisConsolidationofallbrandmediabudgetsandnegotiationsSpotplandevelopmentImplementationofthemediabuyafterapprovalbyClientsDisbursementoffundstovendorsReconciliationofClientpaymenttoactualmediacostMonitoringofactivityandpost-buyanalysisBudgetcontrolandreportingDevelopmentofnewopportunities,RoleofMediaResearchers,ExpertiseinresearchsoftwareRundataaccordinglytorequirementsfromMediaPlannersorclients,PlanningProcessOverview,MediaResearch/IndustryResearch,MediaMarketplaceReview,DevelopMediaPlan,ReviewMediaBrief/MarketingObjectives,Implement/Monitor,Marketing/Advertisingobjectives&strategiesTargetAudience(Primary/Secondary)TimingforCampaignBudgetGuidelineCreativeStatusGeographicPrioritiesTrade&PromotionalActivityetc.,BRIEFINGAMEDIAPLANNER,MEGMEDIABRIEFINGFORM,McCannMediaInformationBrief,QuestionsRaised,BusinesspurposeofthiscampaignMarketbackgroundBrandPositioningCompetitiveSetMarketingObjective&StrategiesMarketingIssuesAdvertisingObjectivesKeyLessons&developmentSourceofBusiness/TargetingGeographicDistributionTiming/SeasonalityBudgetEvaluation,MediaPlanElements,BackgroundMediaStrategyStatementMediaObjectivesMediaStrategiesCompetitiveReview/ImplicationsSpending,%MediaMix,%Change,SeasonalityStrategyreviewMediaSelectionRationaleMediaTactics/ActivationIdeasFlowchartBudgetSummaryDeliverySummaryMediaConsidered/Rejected,CompetitiveTrackingReport,Overview,Theideabehindacompetitivetrackingreportistoprovideanexecutivesummarywithimplications,aswellasaquickvisualdetailofrelevantbrandsandtheiractivityagainstpreviousyear(fullyear)andYTD(periodvs.period)Part1:CategorySpendKeyBrandsShareofSpendCategorySpendbycityCategorySpendbymediaCategorySpendbymonthPart2:KeyCompetitorspendanalysis(ifrequired)Overall,city,bymedia,bymonthTVandMagazinedetailedanalyses,OverallCosmeticsTotalCategorySpending,RMB000,-16%,98Jan.-Dec.TOTALBRANDS:145,99Jan.-JuneTOTALBRANDS:103,98Jan.-June.TOTALBRANDS:106,Totalspending:180,933,Totalspending:87,775,OverallCosmeticsCategoryPriority,1998Jan-DecTotalSpending:RMB180,933,000,33,618,25,798,10,335,101,741,9,441,13,719,5,516,18,375,58,429,8,402,1998Jan-JuneTotalSpending:RMB104,441,000,1999Jan-JuneTotalSpending:RMB87,775,000,53,133,14,778,15,507,4,163,221,OverallCosmeticsMediaUsage,1998(Jan-June),1998(Jan-Dec),1999(Jan-June),OverallCosmeticsMarketFocus,RMB000,+15%,+0.3%,-22%,-38%,-41%,-20%,-59%,LipKeyBrands-Seasonality1998Jan-1999June,RMB000,MediaObjectives,MustfirmlysupporttheadvertisingandmarketingobjectivesMustbedevelopedaroundthemarketingapproach-thetwomustworkinsynergy!S.M.A.R.T.Specific,Measurable,Achievable,Results-Oriented,Timely,ForExample:MediaObjectives,StrengthenBrandImage,EfficiencyCost-effectivemediaselectionandscheduling,LinkMediatoBrandEssence,MediaStrategyStatement,StrategiesgrowoutofObjectivesAnoverviewofwhattheplanwillaccomplish,linkingplanwithBrandarchitecture/positioningExample:FantaDifferentiatethebrandamongstmainstreamteensthroughbroadandcontinuousexposureinenvironmentsthataccompany,deliverand/orportrayfun.,Becausemedia,inconjunctionwithcreativemessage,canreinforcebrandpositioningandextrinsics/intrinsics,MediaStrategies,MediaselectionandbriefoverviewofhoweachwillbeincorporatedintotheplantomeetmediaobjectivesMainthruststrategyBytarget/marketifapplicablePromotion(s)strategyBytarget/marketifapplicable,WHO?-TargetAudience,Towhomdoyouwanttoadvertise?DemographicsPsychographicsProduceusageIncomeandeducationLifestyle/activitiesResidence,WHERE?-Geography,Wheredoyouwanttoadvertise?Marketdevelopment(BDI,CDI)Volume(%oftotal)CompetitivevolumeandactivityPercapitaconsumptionMediacostsandavailabilityConsidereachonanational,regional,andlocalbasisPrioritizeefforts,tiermarketsupport,McCannMarketPriorityModel,Anexample:MarketPriority,MediaSelectionRationale,Foreachmedia,defend/explainselectionrelativeto:TargetmediaconsumptionhabitsWhyTVascore?.CostEfficiencyRelativeCostperpoint/costperthousandDaypartrationaleSelection%Mix,MediaConsumption-%,MediaConsumption-Index,Youmayask.WHICHMEDIUMISBESTFORMYBRAND?,Eachmediumhasdifferentqualitiesandamixofmediamaysometimesbethemostappropriatechoice.Televisionishighlyeffectiveinprovidingbroadaudiencereach,butothermediamaybeappropriatewhen:AdifferentormorecomplicatedmessageisneededBudgetsarelimitedorwehaveanarrowtargetYouhaveastrongcreativeideathatusesthatmedium.,WHICHMEDIUMISBESTFORMYBRAND?-TV,ImpactfulandIntrusiveHighreachandhighcapitalcostInfluentialwithtrade/buildingdistributionGoodforproductdemonstrationMassmedia-goodforbroadtargetgroupsEnvironmente.g.Sponsorship,productplacements,WHICHMEDIUMISBESTFORMYBRAND?NEWSPAPERS,Lowcapitalcostwithblack&whiteAdsHighercostwithcolour-greatervisualimpactEnvironmentalopportunitiese.g.Editorial,advertorial-educationAllowsforcreativeuseofspacesizesGoodfortargetingbroadadultgroupsGoodforinformation/details,WHICHMEDIUMISBESTFORMYBRAND?MAGAZINES,Targetedandnichemediumfemales,businessmen,sportsfansEnvironmentalopportunitiese.g.editorialAllowsforcreativeuseofspacesizesHighinterestlevelofreadersLongershelf-lifethanothermediaOpportunityforinformation/details,HighfrequencymediaLowreachTimeofdayopportunitiesi.e.nearpointofsale,drivetime,intheshower?,WHICHMEDIUMISBESTFORMYBRAND?-RADIO,HighreachagainstabroadtargetOpportunitiesforspeciallocationse.g.nearpointofsale,highprofilesites,etc.LargesizesofferpowerfulimpactLimitedmessagecapacityCreativeflexibility,WHICHMEDIUMISBESTFORMYBRAND?OUTDOOR,LowreachHighimpact/attentionlevelsEnvironmentalopportunitiesGoodforyoungadulttargetsSocialexperience,WHICHMEDIUMISBESTFORMYBRAND?CINEMA,MEDIAEVALUATION,McCannhasalsodevelopedevaluation/scorecardmodelsforPrint(Magazines,Newspapers)andOutdoorforappropriateselectionofvehiclesCriteriontoconsider:,ForPRINTTargetReachCirculationCPMEditorialCompatibilityPrintingQualityFlexibilityJudgement,ForOUTDOORLocationViewingAngleIlluminationViewingTimeEnvironmentVehicle/PedestrianCPM,MagazineEvaluation,OutdoorEvaluation,HOWMUCH?-CommunicationGoals,Howmuchdoyouwanttoadvertise?Mainthrust/ThematicsPromotionsGoalsshouldbeexpressedintermsof:ReachandFrequencyGRPsEffectiveReachandEffectiveFrequencyContinuity(howmanyconsumerswearehittingwithinagivenspanoftime),WHEN?-Scheduling,Whenisthebesttimetoadvertise?Considersales,volume,promotions,presenceplans,competitiveactivity,mediacosts,mediaconsumption,mediaavailabilityonamonthly/bi-monthlybasisTheBrandpurchasecycleorhowoftentheproductisboughtE.g.LipstickVsSunCareCreamCompetitiveactivityBytargetifapplicableBydistributionchannelifapplicable,MediaTactics/ActivationIdeas,PrioritizestrategiesincaseofbudgetreductionsTierplanbyimportanceofeffortMostimportanteffortcomesfirst,islasttobecutoradjustedForeachmedium/effortrecommended,discussindepthhowitwillbeused,andideasthatwillhelp“bringtheplantolife”andconnectthemessagetotheconsumerinunique,relevantandeffectiveways,forexample:PromotionsAddedvalueBillboardsMerchandising,Flowchart,Includesinformationon:EventandProprietarymediaGRPsSpotsCosts,MediaFlowchart,BudgetSummary,SummarizetheplanexpendituresByBrandByMediumByNationalandLocalByQuarterByMonth,PlanDelivery,Summarizeplan(R&Fobjectives)deliveryByBrandByTargetByMediumByNationalandLocalByBurst,DeliverySummaryShanghai,TVPRINTRADIOCOMBINED,1+Reach95%78%50%95%,Ave.Freq.11.17.51023,TARPs1,0605855002,145,IMPs(000)7,6004,1943,58515,380,Outdoor,Cinema,SupermarketNA,NextSteps,BuyingStrategy,NegotiationTactics,MaterialManagement,Purchase,MessageManagement,MediaExecutionTools,TVBuyingBriefNewspaperBuyingBriefSpotPlanSpotPlanSummaryMonitoringReportSummaryPostBuyReportSpotAppearanceR&FDelivery,Timelines&Responsibilities,GeneralMediaLead-time,TVBooking-15-45daysahead-withpaymentMaterial-7-14daysahead-aftercensorshipNewspaperBooking-10-45daysahead-ifspaceavailableMaterial-4-10daysahead-aftercensorshipMagazineBooking-1-12monthsahead-ifspaceavailableMaterial-2-6weeksahead-aftercensorship,ISSUESTOADDRESS.,Issuestoaddress.,TVSpotPlanningProcessTVBuyingBrieftoMediaBuyersincludesR&FrequirementsBudgetSpecificschedulingpatternParticularinstructionNOTtooverlapschedulingspotsoftimeslotsinthesameday,Issuestoaddress.,TVSpotPlanningProcessChannel/timeslotsselectionbasedonPMratings(averagepast3mths)PlanningverymuchdeterminedandbasedonR&FbenchmarkWhereTARPsareonlyusedtomeasuredvehicletoachieveourcommunicationgoalsCPRPs-themostcostefficientstations/timeslots,Issuestoaddress.,NeedtounderstandtheimportanceofthebalanceofobjectivesbetweenREACHandFREQUENCYwhendoingTVSpotPlansUltimateobjectTobalanceREACH&FREQUENCYAdjustmentsofthefollowingwillalsoaffectR&FinuniquewaysdependingonvariousfactorsTARPs(thetoolstoachieveultimateobjectives)NumberoftimeslotsselectionSchedulingpatternetcEffectPostBuysDelivery,AnExample,3differentTelevisionSchedulesof500TARPSREACHREACH(1+)2+3+4+PLAN172.4%52%20%5%PLAN269.9%39%22%11%PLAN357.3%40%23%12%,Sameweight-Differentobjectives,AnExample,2differentTelevisionSchedulesof650TARPSinShenzhenREACH5+PLAN151%PLAN240%,Fewertimeslots-LowReach,Optimizedplanbasedoncostefficienttimeslots(lowCPRPs)spreadover7timeslots-MaximiseREACH,Revisedplanbasedonamorecompacttimeslotsselection(4timeslots)-SacrificeREACH,Issuestoaddress.,BuyingProcessBookingDeadlineSpecificdeadlineforregularpositionsandtimeframeneedtoadheretoPremiumpositionsandpeakspecialseasonsneedspeciallytightleadtimeAllstillsubjecttomediaownersdiscretionandchanges,mostofthetimewithoutpriornoticeorwithsatisfactoryreasons,Issuestoaddress.,BuyingProcessMaterialIfrepeatuseofmaterial,willrunthehighriskofrunningthewrongadsbythemediaownersFrequent/last-minutechangestobookingswillultimateaffectAgencysrelationshipwithmediaownersInturnwillaffectAgencysbargainingpowertosecuregoodbenefitsforclients,Issuestoaddress.,CompetitvesReportsNeedclearbrieffromclientsNeedtoformalizeagreedformatsTimelinetoproviderequiredinformationandanalyses:Adquestdataavailableevery20-25thofthefollowingmonth,egAugust1999dataavailableon20-25thSept1999Researchteamsneeds5fullworkingdaystorunrawdataPlannersneed5fullworkingdaystodoregularcompetitivesreportsandanalysesDependingoncomplicationorextentofclientsrequirements,Issuestoaddress.,MagazinenegotiationsBasedlargelyonUnitCosts-Volume/McCannDiscountsAddedvalue-PRpagesFlexibilityTime-consumingprocessGoodrelationshipwithmediaownersrequiredLong-termcommitmentfromclientsrequired,PlanEvaluation,20Checkpoints,20Checkpoints,1)MediaStrategyStatementIsthereastatementwhichshapestheplananditsmissioninsupportingbrandstrategies?2)LearningsWhatlearningswereusedfromlastyearsplan?Whatlearningsfromthecompetitivesethaveinfluencedtheplan?Whatdoyouhopetolearnfromthisyearsplan?,20Checkpoints,3)TargetGroupHavethetargetsbeenclearlydefineddemographicallyandattitudinally?What%ofbudgetisallocatedtoeachtarget?Why?4)GeographicBreadthWhataretheregionalpriorities?Why?Whatisthemediastrategybyregion?Why?,20Checkpoints,5)Continuity(ifapplicabletostrategy)Howiscontinuitybeingexecuted?HowmanyweeksofTVadvertisingdoestheplanhave?WhatisthelongestTVhiatus?(guideline:nonelongerthan2weeks),20Checkpoints,6)ReachWhatistheestimatedTargetreachlevel(s)duringtheyear?Why?WhatistheweeklyTRPlevel?Why?IfTRPlevelsvarybyweekduringtheyear,why?Doesweightmeetthresholdminimumstobreakthroughclutter?Whatmethodwasusedtodeterminereach?,20Checkpoints,7)MediaMixWhatobjectiverationalehaveyouusedtodeterminemediaselection?8)Mainthrust/PromotionalMixWhatistheTRP/copymixstrategy(%Mmotionalmessages)Why?,20Checkpoints,9)SecondaryMediaStrategyWhatmediaotherthanTV,ifany,willbeused?Whatroleandbenefitsdoesthissecondarymediumoffer?Whatarethecreativeexecutionsforthesecondarymedium?WhatistheTVtradeoff?HowmanyTRPsand/orweekscouldbeaddedtotheTVplanifthesecondarymediafundswereplacedinTV?WhatisthebrandsSOV/SOMgoalwithinthatset?Why?,20Checkpoints,10)WeeklySchedulingStrategyWhatistheTVTRPdistributionbydayofweek?Why?WhatistheTVTRPdistributionbydaypart?Why?Whatnumberofspotsperdayand/orweekhaveyouscheduled?Why?,20Checkpoints,11)CopySchedulingandSequencingHowmanyTRPswillbeplacedbehindeachspot?HowmanypiecesofTVcreativewillbeairedeachweek?Whichspots?12)TacticsandActivationHowwillthep