Creating the media_plan

Creating the Media Plan UCLA Extension Media Planning & Analysis

Media’s Goal ,[object Object],[object Object],[object Object],[object Object]

Media Plan Process C onsumer Business Plan Review Lessons Learned from Previous Years Where they Spend? Category Spending Report How they Spend? Strategy Observations Share of Voice Analysis Where Are They? Retail location mapping Who Shops? MRI; ACNielsen study Who Are They? MRI Analysis Where Do they Live? BDI/CDI Mapping Ramp Up Kick Off Media Strategy Statement is Agreed Upon by all vested Plan Development C ompetitors C ustomer

You might be thinking… ,[object Object],[object Object]

Media Alternatives are Infinite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Process Overview IMPLEMENTATION STRATEGY BRIEFING & ANALYSIS THE MEDIA PROCESS STRATEGY Post Evalu- ation Execu- tion Media Negotiation/ Buying Tactical Media Plans Media Strat- egies Media Objec- tive Competi- tive Analysis Brand Briefing

The Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Elements of Media Planning ,[object Object],[object Object],[object Object]

What Media is... ,[object Object],[object Object],[object Object]

What Media is Not... ,[object Object],[object Object]

What Media Cannot Do... ,[object Object],[object Object],[object Object]

Media Planners are... ,[object Object],[object Object],[object Object],[object Object]

So… How do We Create a Plan?

Creating the Media Plan ,[object Object],[object Object],[object Object]

Creating the Media Plan ,[object Object],[object Object]

Creating the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step by Step ,[object Object],[object Object],[object Object]

Defining the Marketing Challenge ,[object Object],[object Object],[object Object]

MARKETING OBJECTIVE Increase Sales/ Market Share Step 1...

MARKETING OBJECTIVE Combat Competition/ Prevent Erosion Increase Sales/ Market Share

MARKETING OBJECTIVE Launch New Product Combat Competition/ Prevent Erosion Increase Sales/ Market Share

Objectives & Strategies Putting The Pieces Together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MEDIA OBJECTIVE What Direct advertising towards…in order to… Step 2...

Actionable Media Objective ,[object Object],[object Object],[object Object],[object Object],[object Object]

MEDIA STRATEGIES HOW MUCH WHO WHERE WHEN HOW HOW MANY Step 2A...

MEDIA STRATEGIES HOW MUCH Budget WHO Target Audience WHERE Geograph y WHEN Timing / Seasonality HOW Creative Considerations HOW MANY Communication Goals

Who: Target Audience ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

Who: Target Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where: Geography ,[object Object],[object Object],[object Object],[object Object],[object Object]

When: Seasonality ,[object Object],[object Object],[object Object]

When: Scheduling ,[object Object],[object Object],[object Object],[object Object],200 TRPs 200 TRPs 200 TRPs 300 TRPs 300 TRPs 50 TRPs for 12 weeks

How Many, How Often: Communication Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Many, How Often: Communication Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]

How Many, How Often: Communication Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Much: Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Is Message Delivered: Creative ,[object Object],[object Object],[object Object],[object Object],Commercial Recall by Length of Ad Unit (Index to :30s)

Devising a Media Solution… Media Selection & Evaluation

[object Object],[object Object],[object Object],[object Object],[object Object],Tactics & Rationale

Creating the media_plan

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