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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