module 7
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Module 7
Modules
• Introduction, Media concepts, principles and math - ML
• Major media research resources and media tools - EC
• Media forms and consumption -
EC/RT
• Media dynamics - ML
• Media planning principles and process - RT
• Buying process, mechanicals and deadlines - JL
• How to evaluate a media plan - RT
How to assess a Media Plan
• Know Your Media Basic– Media Terms– Media Principles– Media Scene– Media Research
Some Jargon...
• TVR : Television rating point, 1% of target audience
• Universe : Number of people in a target audience
• Coverage : % of target audience who saw the advertising
• Frequency : No. of times that the target audience saw the advertising on average
• CPT/CPM : Cost of reaching 1,000 people in target (Cost per 000)
Module One
Media Principles & Math
• Basic relationship - TARPs/Reach/OTS/Impact
• Frequency Distribution
• Effective frequency level & recency theory
• Scheduling Strategies – burst vs. drip
• CDI/BDI Analysis – Priority target & market
• Benchmarking – historic data & competitive standard
Module One
Major Media Research & Media Scene
• Nielsen Research– ADEX & Lifestyle Report – TV, Print,Radio, Cabsat, Internet & POS
• Media landscape– Inventory/Stock/Channels– Supply & Demand Pressures– New opportunities
Module 2/3
How to assess a Media Plan
• The Marketing and Media direction must be clear and
approved– Competitive posture– Target audience definition. – Geographic coverage– Timing/Seasonality– Media Budget– Positioning of the brand and media relevance
How to assess a Media Plan
• Evaluate Media Plan– Historical learning– Budget allocation– Our media plan versus competition– Target definition and weight– Media Delivery measure against set media benchmark
Planning TV: Getting Into Detail
• Weekly TARPs
• Programmes
• Daypart
• Channel mix
• CPRP
Why is Programming Important?
• Daypart and Channel mix help with reaching the real target audience
BUT
• People watch programmes, not channels or dayparts
• The right programmes can have a real influence on:
moodacceptabilitycredibilityemotion recall
Focus Groups - ‘Media Chemistry’• Gives an insight into why people watch programmes and what their
reasons are for liking or disliking them
Gut feel/experience• Nielsen Peoplemeter are historic data. New programmes require
the skill of the planner/buyer to predict the likely appeal of a new programme
Creative relevance• Beauty Product – Charmed, Gilmore Girls• Financial Services – News, Ringgit Sense• Household products – Drama series
Channel Mix Considerations
• Share and profile of viewing is usually your starting point.
• Relative value of each channel - for your target audience - must be taken into account.
• This should always include achievable discounts - i.e. you may not want to “downweight” your biggest supplier!
• Programming is key for all advertisers. Always consider a channel’s ability to deliver at your chosen level of weekly TVRs.
Channel Mix Considerations
• The major consideration in selecting channel mix is the
frequency objective and over what period of time.
Each channel delivers coverage at different rates
Same channels contribute more frequency than others
The optimum channel mix will be different for 1+ coverage than for 4+ coverage
The optimum channel mix will be different for 100 TVRs than for 400 TVRs
Daypart Considerations
Daypart: The segmentation of the day into timebands.
• Programme selection will drive the daypart strategy
BUT ...
• There are other considerations:
Are the target audience available to view?Peak is a premium daypartAre there relevant advertising/product synergies
e.g. Kelloggs advertised breakfast cereals as a late night snack in late peak/late night only
Coverage objectives, peak delivers reach, daytime delivers frequency
Channel Selection : Cost
• Consider the relative cost per TVRs for each of the channels.
• Consider the relative discounts achievable for each of the
channels.
Cost is a planning considerationCost is a planning consideration
How Can I Stand out from the Clutter?
• Sheer weight - c.1000 TVRs
• Heavy weekly weights - c.250 TVRs
• Roadblocking - same break on every single Channel
• Clock Hour-ing - one ad per hour across an evening
• Top ‘n’Tail - ad at beginning and end of break
• 3 ads per break
• Programme synergy
• Sponsorship
• On-air competitions
• Programme domination
• Anything else you can think of!
Print Planning - which route?
• National Press– Dailies/Sundays?– Supplements/Reviews?
• Regional Press
• Genre’s Monthlies
• Genre’s weeklies
Review individual sector strengths and weaknesses
Print Planning - which titles?
• Efficiency ranking– Coverage/Reach– Cost efficiency (CPT)
• Duplication
• Subjective Perception– Type of reader– Environment
Thinking about the impact
• Specific positions e.g.,
Covers/IBC/OBC/IFC1st DPS
• Editorial endorsement
BeautyGardening
• Page dominance
• Day of the week e.g.,
Thur/Fri RetailerSunday Considered Purchase
MEDIA FLOW CHART(APRIL - DECEMBER 2004)
MEDIA TOTAL COST APRIL MAY JUNE JULY AUGUST SEPT OCT NOV DEC(RM'000) 41118252 916233061320274111825 8152229512192631017243171421285121926
School Holiday School Holidiay School Holiday
THEMATIC
Newspaper 2,271,777.36
(NST Johor, Star, Sin Chew,
Kwong Wah, Berita Harian,
Daily Express, OCDN, Sarawak
Tribune, In'tl Times)
Magazine
- Nichi-Ma Press, Expat Magazine 82,627.44
TV
- Terrestrial (TV2, TV3, NTV7 & 8TV) 2,390,850.00
(330 TARPs per 3 weeks)
- Satelite (Wah Lai Toi, Xing He, Star 1,247,400.00
Movies, Star World)
HiQ Power Screen 342,751.50
- Bukit Bintang, Summit, JB and Penang
Radio
- Hitz, Mix, Era, My 698,250.00
OUTDOOR
- KL (1), PJ (2) and JB (4) 996,940.71
EVENT LISTING
- Newspaper (Star and Sin Chew) 1,003,980.15 XXXXXXXX XXXXXXXXXXXX XXXXXXXX XXXXXXXX
9,034,577.16
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