Media Planning

Mathematical notation

(000) means that the numbers are in thoudands. Replace the decimal with a comma and add enough 0s to create three digits past the comma Always round to the tenth (one place past the decimal point) when reporting competitive spending percentages. With any collection of numbers, always round consistently (all numbers in a collection rounded to the tenth, whole, hundredth, etc.)

Medium

- a class of mass media carriers such as TV, newspapers, magazines, one type of media

Identity questions that a competitive review can answer

4 P's Compared with the competition, is your brand's product unique or similar to competitors? (Product) Compared with the competition, is your brand's retail distribution or delivery method unique or similar to competitors? (place) Compared with the competition, are your brand's prices higher or lower? (price) Compared with the competition, is your creative and media strategy (SPENDING) unique or similar? (promotion)

marketing 4 P's

4Ps:place ,product ,promotion, and price, also known as "The Marketing Mix."

Media plan

A document that answers the media questions and provides the strategic rationale for each media decision. The media plan is also a persuasive report used to "sell" the media recommendations to the client. The media plan is used as a blue print for the media buyers who buy from media representatives.

Account planning vs. Media Planning

Account planning- Creative strategy - buying and consumption behavior Media planning - Media strategy - media behavior

Advertising effective is based on objectives (advertising funnel)

Action - sales, digital metrics the strengths of advertising is a long term broadening what agencies can do and what the client wants

Competitive spending analysis

An analysis of the way your client and your competitors allocate dollars to various media.

Media planning vs. Account planning

Both account planners and media planners place Consumers at the center of strategy. Account planners look at the entire consumer experience, while media planners focus on just media habits (but......digital media planners would say that if you understand a person's media habits, you will know their entire consumer experience). Both account planners and media planners use research to make strategic recommendations. Account planners have a slight preference for primary qualitative research. Media planners have a slight preference for secondary quantitative research (databases). Media planners first define the target market using secondary quantitative data (i.e. MRI). Account planners then use qualitative research (focus groups, interviews, observations) to give a more textured description of the target. Account planners figure out what to say (the creative brief), while media planners recommend where, when and how often that message will be distributed (the media plan ).

Owned Media

Brand creates and controls content within a medium (Corporate communication Brand website Blog Twitter account Facebook page YouTube channel Other social media Public relations

Paid Media

Brand pays to advertise within a medium (Traditional model) (Digital) TV (Digital) Radio (Digital) Newspaper (Digital) Magazines Out-of-home Internet display Adwords Ads on 3rd party sites Product placement Native advertising Sponsorships

Media Buyer

Buy media based on the media plan. Negotiate rates with media sales representatives for space and time.

Earned Media

Customers, press, public create and control content (Word-of-mouth style communication) Social media "buzz" Viral campaigns Organic search User generated content News stories

Strategic Importance of defining the competitive data set

Defining the category (the list of competing brands) is the first step in conducting a competitive analysis.- define competitors first 1.research 2. client

How Communication objectives are measured

Do research, use surveys. Pick a client that is reliable Have to see if improved numbers Have to make sales increase not decrease

Problem with commission system

Does note relate to amount of quality of creative work not based on effectiveness of ad (sales, attitude, change) Media costs are the same to run the same ad or to create a different ad (no incentive to make new, multiple ads only to place ads) Incentive to put in high priced media vehicles agencies can get overextended if clients don't pay their bill to the agency

Alternative to commission system

Flat fee per campaign or project Hourly rate of employees billed at different salary rates Markup charges ( production cost + fixed percent) value based (price for ideas) Based on other (communication) campaign objectives based on sales combination of all the above

Questions that competitive spending analysis might answer

How does your client's advertising budget compare to the competition? What is the ranking of competitive brands in terms of advertising spending? What brands spends the most in the category? The least? How much money is required for a new product introduction? How much money is required to be competitive in this category? How does the competition allocate dollars across various media? Looking at the category, is there a medium that is not used? Is there one medium where most of the dollars are spent? Does one brand dominate a specific medium? What could this suggest about their target audience, strategy? What is the seasonality of competitive spending? (When do brands advertise?) When are competitors rolling out new brands? or testing products? (increase spending during this time)

Media Objective

How many people do I need to REACH? (this is a percentage) How often (FREQUENCY)? How many times should a person be exposed to the ad? In what time interval must these exposures occur? When (schedule)? When should people be exposed to the ad (schedule: time of day, time of week, time of month, time of year)? Where (geography)? In which local/national (markets/regions) should the ads appear? What is the relative importance of each market/region?

Limitations of a competitive spending analysis

Incomplete data--does not reflect all of the money spent by the competition (research, production costs, some types of paid advertising, earned advertising, owned advertising, etc.) Does not reflect special pricing discounts that an advertiser might have received from the media Easy to just imitate strategy of market leaders Encourages use of past data to make future plans

Problem in Media Planning

Insufficient data / data overload Imprecise media data Traditional media research only measures exposure to programming, not ads Future performance of audience exposure is based on past performance Lack of credible qualitative media research Nielsen's market control of television media data Time pressures Client bias

Internal vs. External

Internal: Product Promotion (advertising reasons) Placement (distribution) reasons EX: how the product is handled, where they sell it Price - ex: it cost too much External: Economy Consumer trends Government regulations

Advertising v. Marketing

Marketing is the business process of managing the 4Ps:place ,product ,promotion, and price, also known as "The Marketing Mix." Advertising, along with public relations, is considered part of Promotion and is one of the many tools available to promote brands.

Media buyer vs. Media Plan

Media plan is uses as a blue print for the media buyers Media buyer buy for space and time

Media Planner

Media planners recommend where, when and how often advertising messages should be placed.

Share of Voice

Percent spent by each brand out of the entire category Relative spending by brand for the category How much does each brand spend out of the total category? Calculation formula: Total amount spent by the brand Total spending in the category

category media mix

Percent spent on each medium for the category Relative allocation to each medium for category What is the media mix of the category? Calculation formula: Total amount spent in one medium for the category Total spending in the category

Advertising vs. Public Relations

Public relations is about building relationships with stakeholders to manage the organization's image and reputation. PR stakeholders can include current customers, news media, government, investor community, general public, current investors, employees. Marketing public relations (Marketing Communications or "MarCom") focuses on potential consumers. Editorial news content and feature stories generated by PR efforts are generally "free" forms of communication (no fee is paid to the publication). PR professionals would argue that PR serves a larger purpose than advertising because PR efforts are directed to more than just potential consumers.

Sources of competitive spending data

TNS Competitive Media Reporting (CMR) Nielsen's Ad*View Kantar's Ad$pender Ad$pender provides expenditure data across 18 media types for over 3 million brands, product categories, and industries.

Media Mix

The collection of media types (owned, earned, paid) in which the ads should appear.

Media Planning

The process of choosing the best possible way of exposing consumers to advertising messages.

Media Weight

The relative importance of each medium within the media mix.

Ad Sales ratio

Total advertising expenditures / Total sales The lower the ratio, the better or more efficient the advertising. This means the brand spent less money to gain more of the market share. For the brands that have the lower ratios, look closely at their media mix. Do these high performing brands have a unique media mix strategy? Make sure all figures represent same year and geographic scope. Round to the tenth

the Origins of US advertising

Volney Palmer 1841 Philadelphia received 15% discount from the newspaper, but sold space to advertisers at 100% perceived as working for newspaper as a MEDIA BROKER because the discount was received from the newspaper

Media Tactics

What are the names of the specific media vehicles? Unit sizes, format, length, type of interactivity, etc

Media Strategy

What is the Media Mix? The collection of media types (owned, earned, paid) in which the ads should appear. What is the Media Weight? The relative importance of each medium within the media mix. What is the relative importance of each medium within the media mix?

connection planners

a combination of Account and Media planning

Vehicle

an individual carrier within a medium

Alternative metric beyond sales to measure advertising effectiveness

brand recognition (awareness) increased knowledge of brand (comprehension) attitude change toward brand (conviction) inclusion in consideration set- purchase intent (desire) action metrics

Media

collective noun, the plural form of "medium"

Keywords search

combine words, take notes on articles can add words at the end to get where need to go

Culture and category

cultural trends environmental or social issues that impact clients business history of the category category sales (historical, current, projected)

3 c's

culture, company, competition

Compete PRO

digital can search online marketing strategies traffic where info coming from Traffic engagement, page views, unique visitor and demographic data millions of websites Keywords and referral analytics. Data for digital media planning.

Long term v. short term sales

funnel diagram Short term - action Long term - awareness > comprehension > conviction> desire

Company (brand)

history of the brand brand sales 4P's of the brand -product -place -price -promotion owned media earned media

using "OR" in your search

if you don't want two words together, helps expand your research

Brand Mix

percent spent on each medium by brand Relative allocation to each medium by brand What is the media mix of each brand? The calculation formula: Total amount spent in one medium for the brand/ Total spending for the brand

using "AND" in your search

real life use: Refines your search

using "NOT" in your search

rejects that contain a word or phrase if you don't want digital in it then use word "NOT"

SWOT

strengths, weakness, opportunities, threats

Competition

top brands (including client) category by sales, what is the market of this brand and the competition review of paid, owned earned media of competition the Ps of the competition Competitive advertising spending of competition competitive creative review

REDBOOKS

what agencies are, clients, budget and advertisers national and international advertising agencies by clients, contact info, billings, number of employees, and creative work. DATA FOR EMPLOYMENT RESEARCH

Market Share reporter

will pull all article in Market Share reporter and is a good starting place company and brand share data for company situation analysis.