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Media Planning 101 Lecture

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Zeenat Rasheed
Zeenat Rasheed

In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.

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Zeenat RasheedNovember 30, 2009www.zeenatrasheed.comMedia Planning
What is media planning?Getting the right message…… in front of the right person…… at the right time…… with the right amount of money…… to generate the right response.Ad agency vs. Media agencyMedia Buying, too
The Communications ModelAd AgencyMedia AgencySource: Advertising & Promotion (Belch & Belch), 2007
Quick DefinitionsMedia ChannelMedia Vehicle
(Ideal) Agency Planning ProcessMarketing InputMedia ObjectivesMedia StrategiesMedia PlanTranslate business objectives into media goals
Translate media goals into strategic media planning guidelines
Make tactical decisions specific to each media channel and vehicle
Business model, marketing strategy, research, industry trends
Business/sales objectives & strategies for upcoming year, new product launches, major initiatives to focus on etc.Media Plan ComponentsHow Much?DeliveryWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?Scheduling
1. Targeting
Target AnalysisTo determine the right target audienceTo understand audience behaviors and media consumption habitsEnsures efficiency, avoids waste, prevents over-exposure
Agency Resources for Targeting AnalysisPrimary dataInternal brand auditsAudience tracking studiesSales dataDesk researchForrester, Mintel, Yankelovich, vendor-provided reportsBusiness/competitive intelligence  trendsSecondary syndicated dataMedia analytics software, ex: IMS CrosstabPanel studies, ex: MRI, Scarborough, SimmonsPsychographics vary by questionnaire: Activities, Interests, Lifestyle, Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations
IMS CrosstabExample: what’s the right audience for a company trying to sell recycled paper plates?Try different audience group columns to determine the right target audience
Try different psychographic rows to narrow down popular audience behaviors
Try combining with AND (&) and OR (!)
More factors = smaller, less efficient audienceThe Venn DiagramUseful way to visualize the target selection and recommendationHelps convince clients that the audience size is targeted, yet viable enough to deserve sufficient marketing dollarsAdults 18+ living in Boston: 100MMWomen 25-54 w/ Graduate Degree: 10MMConsider themselves environmentally conscious (based on two defined factors): 1.2MM
Clip Time!Who do you think is the media target audience for this product?
2. Media Channels
Mass “traditional” mediaPrintOut-of-HomeBroadcastDirect Mail, Sales PromotionOnlineNew “narrowcast” media
Changes in Media LandscapeExplosion of media channels and vehiclesClutterFragmentationContinuous Partial AttentionRise of the DVRTime-shifted audiencesDemise of the newspaper industryCreativity in outdoor mediaInternet, Email, Social media, Web 2.0
Convergence
Media Consumption: QuintilesAmount of time the target spends using different mediaGuides media selectionUsage measured at 5 levelsHeavy, Heavy-Medium, Medium, Medium-Light, LightExample:Target: A25-54, with one child in HH aged 4-14, HHI $50K+Source: 2008 MRI Doublebase
Media Channel AnalysisEmailFSIs, CouponsPOP
3. Geography
Questions for Market SelectionWhere do the majority of your sales come from? Is there a natural need for your product in certain regions? What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped?Where is the competition strong? Do we want to compete? What is your budget?National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket costAnswer = National, Regional or Local
Selecting Local MarketsBrand Development Index (BDI)Which markets are better for your brand than othersCategory Development Index (CDI)Which markets are better for your category than othersSales (for brand or category) as a percentage of population in any particular market(Sales / Population) x 100
Brand Development Index (BDI)Measures the strength of markets for a brand by calculating brand sales in relation to population size BDI = % of brand sales in market X 100 % of U.S. population in that marketExample: Nordica BootsNordica sales in Los Angeles account for 8.35% of total U.S. salesLos Angeles makes up 5.09% of the entire U.S. population BDI = 8.35% X 100 = 164 BDI 5.09%
Category Development Index (CDI)Measures a category’s potential for growth in a market by calculating category sales in relation to population sizeIndicates maturity/development of a brand category and potential needCDI = % of category sales in market X 100 % of U.S. population in that marketExample: Nordica BootsBoots category sales in Los Angeles account for 7.25% of total U.S. salesLos Angeles makes up 5.09% of the entire U.S. population CDI = 7.25% X 100 = 142 CDI 5.09%
Clip Time!In what marketswould you advertise this product?
4. Scheduling
Scheduling AnalysisRelated to consumer decision-making timesWhen should we promote our product in order to maximize purchase?Time of year (seasonality)Time of month (purchase windows, sales and promotions)Time of day (dayparts)StrategiesContinuityFlightingPulsing
Dayparts6am-10am: Early Morning10am-4:30pm: Daytime4:30-7pm: Early Fringe/News7pm-8pm: Prime Access8pm-11pm: Prime11pm-12am: Late News12am-2am: Late Fringe2am-6am: Closedown6am-10am: AM Drive10am-3pm: Midday3pm-7pm: PM Drive7pm-12am: Evening12am-6am: OvernightTelevision (EST, M-F)Radio

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Media Planning 101 Lecture

  • 1. Zeenat RasheedNovember 30, 2009www.zeenatrasheed.comMedia Planning
  • 2. What is media planning?Getting the right message…… in front of the right person…… at the right time…… with the right amount of money…… to generate the right response.Ad agency vs. Media agencyMedia Buying, too
  • 3. The Communications ModelAd AgencyMedia AgencySource: Advertising & Promotion (Belch & Belch), 2007
  • 5. (Ideal) Agency Planning ProcessMarketing InputMedia ObjectivesMedia StrategiesMedia PlanTranslate business objectives into media goals
  • 6. Translate media goals into strategic media planning guidelines
  • 7. Make tactical decisions specific to each media channel and vehicle
  • 8. Business model, marketing strategy, research, industry trends
  • 9. Business/sales objectives & strategies for upcoming year, new product launches, major initiatives to focus on etc.Media Plan ComponentsHow Much?DeliveryWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?Scheduling
  • 11. Target AnalysisTo determine the right target audienceTo understand audience behaviors and media consumption habitsEnsures efficiency, avoids waste, prevents over-exposure
  • 12. Agency Resources for Targeting AnalysisPrimary dataInternal brand auditsAudience tracking studiesSales dataDesk researchForrester, Mintel, Yankelovich, vendor-provided reportsBusiness/competitive intelligence  trendsSecondary syndicated dataMedia analytics software, ex: IMS CrosstabPanel studies, ex: MRI, Scarborough, SimmonsPsychographics vary by questionnaire: Activities, Interests, Lifestyle, Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations
  • 13. IMS CrosstabExample: what’s the right audience for a company trying to sell recycled paper plates?Try different audience group columns to determine the right target audience
  • 14. Try different psychographic rows to narrow down popular audience behaviors
  • 15. Try combining with AND (&) and OR (!)
  • 16. More factors = smaller, less efficient audienceThe Venn DiagramUseful way to visualize the target selection and recommendationHelps convince clients that the audience size is targeted, yet viable enough to deserve sufficient marketing dollarsAdults 18+ living in Boston: 100MMWomen 25-54 w/ Graduate Degree: 10MMConsider themselves environmentally conscious (based on two defined factors): 1.2MM
  • 17. Clip Time!Who do you think is the media target audience for this product?
  • 19. Mass “traditional” mediaPrintOut-of-HomeBroadcastDirect Mail, Sales PromotionOnlineNew “narrowcast” media
  • 20. Changes in Media LandscapeExplosion of media channels and vehiclesClutterFragmentationContinuous Partial AttentionRise of the DVRTime-shifted audiencesDemise of the newspaper industryCreativity in outdoor mediaInternet, Email, Social media, Web 2.0
  • 22. Media Consumption: QuintilesAmount of time the target spends using different mediaGuides media selectionUsage measured at 5 levelsHeavy, Heavy-Medium, Medium, Medium-Light, LightExample:Target: A25-54, with one child in HH aged 4-14, HHI $50K+Source: 2008 MRI Doublebase
  • 25. Questions for Market SelectionWhere do the majority of your sales come from? Is there a natural need for your product in certain regions? What is the opportunity for growth? Are there markets where the category has potential but it remains underdeveloped?Where is the competition strong? Do we want to compete? What is your budget?National media (network) is more efficient than regional or local media (spot), but requires more out-of-pocket costAnswer = National, Regional or Local
  • 26. Selecting Local MarketsBrand Development Index (BDI)Which markets are better for your brand than othersCategory Development Index (CDI)Which markets are better for your category than othersSales (for brand or category) as a percentage of population in any particular market(Sales / Population) x 100
  • 27. Brand Development Index (BDI)Measures the strength of markets for a brand by calculating brand sales in relation to population size BDI = % of brand sales in market X 100 % of U.S. population in that marketExample: Nordica BootsNordica sales in Los Angeles account for 8.35% of total U.S. salesLos Angeles makes up 5.09% of the entire U.S. population BDI = 8.35% X 100 = 164 BDI 5.09%
  • 28. Category Development Index (CDI)Measures a category’s potential for growth in a market by calculating category sales in relation to population sizeIndicates maturity/development of a brand category and potential needCDI = % of category sales in market X 100 % of U.S. population in that marketExample: Nordica BootsBoots category sales in Los Angeles account for 7.25% of total U.S. salesLos Angeles makes up 5.09% of the entire U.S. population CDI = 7.25% X 100 = 142 CDI 5.09%
  • 29. Clip Time!In what marketswould you advertise this product?
  • 31. Scheduling AnalysisRelated to consumer decision-making timesWhen should we promote our product in order to maximize purchase?Time of year (seasonality)Time of month (purchase windows, sales and promotions)Time of day (dayparts)StrategiesContinuityFlightingPulsing
  • 32. Dayparts6am-10am: Early Morning10am-4:30pm: Daytime4:30-7pm: Early Fringe/News7pm-8pm: Prime Access8pm-11pm: Prime11pm-12am: Late News12am-2am: Late Fringe2am-6am: Closedown6am-10am: AM Drive10am-3pm: Midday3pm-7pm: PM Drive7pm-12am: Evening12am-6am: OvernightTelevision (EST, M-F)Radio
  • 34. Media MathReachSize of audienceNumber of actual target audience members exposed to your message at least once during the advertised period (ex: 60% of A18-24)FrequencyNumber of times each audience member sees/hears your message during the advertising period (ex: 3x)Gross ImpressionsReach x FrequencyNumber of people reached (x) number of times they saw an ad across media vehicles
  • 35. Basic ConceptsRatings% of audience that watched/listenedSweepsTwo key audience measurement times: November and MayLive Only/Live +3Accounts for DVR viewingNielsen’s Local People Meters (LPMs)New: Digital set-top boxes that automatically log informationArbitron’s Portable People Meters (PPMs)New: Belt-clip tuners that automatically capture tuned in frequencies
  • 36. So, now that you’re all media planning experts…
  • 38. Applying The 5 ConsiderationsWho?TargetingWhat?Media ChannelsWhere?GeographyWhen?SchedulingHow Much?Delivery
  • 39. Information ResourcesMedia Life Magazine (www.medialifemagazine.com)Mediaweek (www.mediaweek.com)Advertising Age (www.adage.com)Trendwatching.comNew York Times: Media & Marketing sectionObserve TV, Radio, Print Media, Outdoor Media, the Internet for trends and ideas
  • 40. Thanks for your Continuous Partial Attention Questions?www.zeenatrasheed.com

Editor's Notes

  • #15: Ask them to suggest before playing