Advertising: Media Planning

Recency is a very simple idea. Its the thought that

advertising works on
influencing the brand selected by people who are
ready to buy the product
Erwin Ephron, Father of Recency factor in Media Planning

Media Planning
A plan of action to communicate a message to a
target market a the right time, and right frequency.

The goal of a media plan is to be efficient: to gain

maximum exposure at minimum cost.

Media Planning

Media planning can be defined as the process of designing a

course of action that shows how advertising time and space
will be used to contribute to the achievement of
advertising and marketing objectives
1. In media planning, we looks to answers the following
questions:
a. How should marketers communicate the message to
customers?
b. When should the message be communicated?
c. Which media should be selected?
d. What should be the appropriate budget?

Media Planning
IMC
IMC
Plan
Plan

Advertising
AdvertisingPlan
Plan

Media
MediaPlan
Plan
Objectives
Objectives
Strategies
Strategies
Execution
Execution

Creative
Creative
Plan
Plan

Media Brief
Media planners require essential information from the
client.
1. Market Profile
2. Competitor Media Strategy
3. Target Market Profile
4. Media Objectives
5. Budget

Media Plan
A document outlining how a clients budget will be
spent.
Media
MediaObjectives
Objectives
Media
MediaStrategies
Strategies
Media
MediaExecution
Execution

Developing Media Plan

Media Objectives
Who

is the target market?

What

is the message?

Where

are the priority markets?

When

is the best time to advertise?

How

many, often, long?

Media Strategy
Numerous factors are evaluated and they are usually
ranked based on priority.
Target market and media matching strategy
Creative strategy influences media choices
Coverage decisions are based on the budget
Timing decisions are crucial for scheduling
Reach, frequency, and continuity priorities
Budget

Target Market Matching

Strategies
Knowledge of a targets media consumption habits
helps define the media strategy.
Shotgun
Shotgun
Profile
ProfileMatch
Match
Rifle
Rifle

Market Coverage
The budget available often dictates the extent of
market coverage.
National
National
West
West
Key
KeyMarkets
Markets

Central
Central

East
East

Category and brand development

indexes are used to set market
priorities

Applying a BDI
Region

Sales %

Popn %

BDI

Atlantic

7.6

7.6

100.0

Quebec

21.5

23.9

89.9

Ontario

42.5

38.5

110.4

Prairies

13.4

16.8

79.8

B.C.

15.0

13.2

113.6

Total

100.0

100.0

----

BDI = Sales % divided by Population %

Analysis of BDI
Example: The BDI in Ontario is 110.4. The BDI was
determined by dividing 42.5 by 38.5.
Analysis: Ontario and B.C. over contribute to sales
while Quebec and the Prairies under contribute. A
media planner could concentrate media spending in
areas where the brand enjoys most usage (Ontario
and B.C.) or transfer funds from strong regions to
weaker regions (Quebec and the Prairies).

Media Scheduling
Even

Skip

Pulse

Seasonal

Blitz

Build-Up

Reach / Frequency / Continuity

Reach
Reach

Total audience exposed to a message

one or more times in a period, usually
a week.

Frequency
Frequency

The average number of times a

message has been exposed to an
audience over a period of time.

Continuity
Continuity

The length of time required to

generate impact on a target.

Media Execution
Selecting the right media is usually a three stage decision
process.
1. Type of Media

Magazine

Television

2. Class of Media

Sports

Network

3. Specific Medium

Sports Illustrated

CTV

When selecting a specific medium, CPM is a determining

factor.

Comparing Media Alternatives

CPM
CPM
Magazine

The cost of the ad divided by

the circulation (in thousands).
Cost

Circ. (000)

CPM

ROB

$18,800

363.7

$51.69

National Post Business

$15,010

311.3

$51.10

Canadian Business

$14,000

80.5

$173.91

ROB and National Post Business have a circulation advantage

since they are distributed by newspapers that own the magazines.

Scheduling and Budget Summary

1. A blocking chart summarizes in a few pages all of the
media execution details: media usage, market coverage,
weight levels, reach and frequency, and timing of the
campaign.
2. The budget summary classifies spending by medium,
region, and time of year.

Assessing Media Alternatives

The strengths and weaknesses of all media options
are evaluated.
Medium
Television

Radio

Pro

Con

Impact

High Cost

Reach

Clutter

Targeting

Fragmentation

Frequency

Message (Sound only)

Assessing Media Alternatives

Medium
Newspaper

Magazine

Outdoor

Pro

Con

Local Reach

Short Life

Key Market Coverage

Clutter

Targeting

Clutter

Message Quality

Low Frequency

Reach

Creative Limitations

Frequency

Low Targeting

TV Advertising Alternatives
Factors such as the budget available and market coverage
priorities influence television decisions. TV is expensive.
Network Spots
Selective Spots
Local Spots
Sponsorships
Branded Content

Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a key market
strategy is recommended.

Newspaper Advertising
Local market circulation and readership make
newspapers an attractive medium.
1. Newspapers are ideal for a key market media
strategy.
2. Newspapers are attractive to national advertisers,
and national and local retailers.
3. Newspapers offer merchandising opportunities.

Magazine Advertising
Magazines are excellent at targeting precisely defined
audiences.
1. Magazines are a class medium instead of a
massmedium.
2. The clustering of ads has a negative influence on
message impact.
3. Magazines are ideal for profile matching media
strategies.

Out-of-Home Advertising
Outdoor is a passive medium but the message is very
visible.
1. Outdoor ads reach the same audience
frequently.
2. A wide variety of alternatives are available.
Outdoor can be virtually anywhere!
3. An ideal medium for shotgun media
strategies in key markets.