Basics of media planning
- 1. The Basics of Media Planning
- 3. Marketing strategy Media Feedback planner / buyer Mass media Consumer vehicle Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 4. Approximate Ad Expenditure in Major Media (% of Total) 19 23 1 Newspapers TV 8 Direct response 7 Radio 23 Magazines 19 Outdoor Other Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 5. Approximate Ad Expenditure in Major Media (% of Total) 1 10 23 Newspapers 17 TV Direct response Radio 7 17 Magazines 6 Social 18 Outdoor Other Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 6. Pros: Exposure to adult audience with disposable income (Somewhat) flexible format Convenience for the reader Cons: High ad/content ratio Growing competition Falling circulation Rising ad costs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 7. Pros: Flexible format Cost efficient Offers prestige Cons: Message is perishable Growing fragmentation of audience Ad clutter Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 8. Pros: Selective targeting Mobile Low production costs = market immediacy Cons: Lack of visual impact Low average audience Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 9. Pros: (Even more) selective targeting Instant feedback Accountability Cons: Prospect database management problem Image problem Rising costs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 10. Pros: Audience targeting Long “shelf life” Prestige Flexible format Cons: Long production cycle Declining audience Rising costs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 11. Pros: Can reach most of the market Low cost per exposure Cons: Image problem Low accountability Regulation Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 12. The purpose is to design the best plan for delivering ads to prospective purchasers of my product, service, or brand. Which markets? How many prospects? Which medium / vehicles? Reach and frequency of exposure? Budget?
- 13. Effectiveness, efficiency, accountability Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 14. Narrowcast (mass customization) Demographic Psychographic Geographic Based on usage patterns Take advantage of tracking capabilities From “captive audience” at live events to “captive users” in computer-mediated transactions Think messages not media Can you combine advertising and selling? Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 15. Best practices Worst practices Avoiding advertising clutter Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 16. Effectiveness of message delivery vs. efficiency of audience delivery Predispositions of the audience Qualitative environment of the message Synergistic effect Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 17. Reach: the total audience covered by a wave of advertising Frequency: a number of times a prospect is exposed to an advertisement during a given period of time Continuity: a length of time an ad runs Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 18. Reach Maximize Frequency Reach small reach, sacrifice Continuing Continuity number of frequency to campaign to prospects as expose level of reach selected many time as prospects prospects possible many times during a blitz campaign Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 19. Mounting challenges to traditional view Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 20. Rising costs of exposure Fragmentation Diversification of audience of media Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 21. The convergence •Choice is changing the fundamental •Timeliness relationship •Convenience among media, audiences •Quality and advertisers: •Control/interactivity Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 22. … will be individualistic, personalized, intimate, playful, specific, interactive. Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 23. Mounting challenges to traditional view Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 24. Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 25. What does the public thinks of the X initiative? How to increase constituency satisfaction? How to increase constituency engagement? What are the priorities (share of mind) of the constituency? Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 26. Monitor mentions Monitor conversations Monitor competitive mentions / conversations Identification of prospects Positioning Engagement / feedback Placement Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 27. Cost per thousand (CPM) Circulation CPM ad cos t 1000 circulatio n Market CPM ad cos t 1000 market The goal is to keep waste exposure at a minimum Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 28. Click through rate Average time of exposure Repeat visitor rate Convergence rate The goal is to keep waste exposure at a minimum Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 29. Unique blog visitors (Google analytics) Followers, friends Likes, retweets Combined influence Social influence score (Klout, PeakYou, etc.) Convergence rate The goal is to maximize conversation leading to convergence Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 30. Web Ad.vantage http://www.webadvantage.net/internet- marketing-services/online-media-buying- planning Facebook Social Ads http://www.facebook.com/advertising/ AppSavvy http://www.appssavvy.com/ Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 31. Blog Profile Twitter on account LinkedIn Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 32. Q? Alex Gorelik, Ph. D. | Tweet me: @Doc_G
- 33. Twitter.com Linkedin.com Alex Gorelik, Ph. D. | Tweet me: @Doc_G
Editor's Notes
- #15: Talk about the impact of Big Data
- #23: Again, talk about Big Data
- #27: In the last month before the election John McCain attended 115 townhall meetings;Barack Obama relied on social media.Social media in latest elections.
- #30: Blog: solid, non-perishable depository of original content The goal is to establish oneself as a thought leader.LinkedIn profile: the hub of activity The goal is to maintain a conversation with relevant professional contacts.Twitter account: brand advertising and crisis management machine. The goal is engage relevant publics in a positive conversation.
- #31: Examples of social advertising measurement approaches.Mobile is the preferred platform to access social, among the 25 – 45 year olds.The rise of the alternative sites, such as Pinterest. Transmedia story telling.The oversaturation with Facebook. The oversharing syndrome.