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.

1. Zeenat RasheedNovember 30, 2009 www.zeenatrasheed.com Media 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 agency Media Buying, too

3. The Communications Model Ad Agency Media Agency Source: Advertising & Promotion (Belch & Belch), 2007

4. Quick Definitions Media Channel Media Vehicle

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

10. 1. Targeting

11. Target Analysis To determine the right target audience To understand audience behaviors and media consumption habits Ensures efficiency, avoids waste, prevents over-exposure

12. Agency Resources for Targeting Analysis Primary data Internal brand audits Audience tracking studies Sales data Desk research Forrester, Mintel, Yankelovich, vendor-provided reports Business/competitive intelligence  trends Secondary syndicated data Media analytics software, ex: IMS Crosstab Panel studies, ex: MRI, Scarborough, Simmons Psychographics vary by questionnaire: Activities, Interests, Lifestyle, Feelings, Values & Beliefs, Life Stage, Purchase Patterns, Motivations

14. Try different psychographic rows to narrow down popular audience behaviors

15. Try combining with AND (&) and OR (!)

17. Clip Time! Who do you think is the media target audience for this product?

18. 2. Media Channels

19. Mass “traditional” media Print Out-of-Home Broadcast Direct Mail, Sales Promotion Online New “narrowcast” media

20. Changes in Media Landscape Explosion of media channels and vehicles Clutter Fragmentation Continuous Partial Attention Rise of the DVR Time-shifted audiences Demise of the newspaper industry Creativity in outdoor media Internet, Email, Social media, Web 2.0

21. Convergence

22. Media Consumption: Quintiles Amount of time the target spends using different media Guides media selection Usage measured at 5 levels Heavy, Heavy-Medium, Medium, Medium-Light, Light Example: Target: A25-54, with one child in HH aged 4-14, HHI $50K+ Source: 2008 MRI Doublebase

23. Media Channel Analysis Email FSIs, Coupons POP

24. 3. Geography

25. Questions for Market Selection Where 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 cost Answer = National, Regional or Local

26. Selecting Local Markets Brand Development Index (BDI) Which markets are better for your brand than others Category Development Index (CDI) Which markets are better for your category than others Sales (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 market Example: Nordica Boots Nordica sales in Los Angeles account for 8.35% of total U.S. sales Los 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 size Indicates maturity/development of a brand category and potential need CDI = % of category sales in market X 100 % of U.S. population in that market Example: Nordica Boots Boots category sales in Los Angeles account for 7.25% of total U.S. sales Los 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?

30. 4. Scheduling

31. Scheduling Analysis Related to consumer decision-making times When 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) Strategies Continuity Flighting Pulsing

32. Dayparts 6am-10am: Early Morning 10am-4:30pm: Daytime 4:30-7pm: Early Fringe/News 7pm-8pm: Prime Access 8pm-11pm: Prime 11pm-12am: Late News 12am-2am: Late Fringe 2am-6am: Closedown 6am-10am: AM Drive 10am-3pm: Midday 3pm-7pm: PM Drive 7pm-12am: Evening 12am-6am: Overnight Television (EST, M-F) Radio

33. 5. Delivery

34. Media Math Reach Size of audience Number of actual target audience members exposed to your message at least once during the advertised period (ex: 60% of A18-24) Frequency Number of times each audience member sees/hears your message during the advertising period (ex: 3x) Gross Impressions Reach x Frequency Number of people reached (x) number of times they saw an ad across media vehicles

35. Basic Concepts Ratings % of audience that watched/listened Sweeps Two key audience measurement times: November and May Live Only/Live +3 Accounts for DVR viewing Nielsen’s Local People Meters (LPMs) New: Digital set-top boxes that automatically log information Arbitron’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…

37. The Kindle

38. Applying The 5 Considerations Who? Targeting What? Media Channels Where? Geography When? Scheduling How Much? Delivery

39. Information Resources Media Life Magazine (www.medialifemagazine.com) Mediaweek (www.mediaweek.com) Advertising Age (www.adage.com) Trendwatching.com New York Times: Media & Marketing section Observe TV, Radio, Print Media, Outdoor Media, the Internet for trends and ideas

40. Thanks for your Continuous Partial Attention Questions? www.zeenatrasheed.com