Mp+ +b chapter++12
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This document discusses considerations for timing and scheduling media plans. It identifies several key factors to consider, including industry and brand sales patterns, competitive activity, reach and frequency goals, new product introductions, promotions, and media events. Various scheduling options are presented such as flights, pulsing, continuity, and opportunities for surprise. Overall, the timing and scheduling of a media plan requires strategic choices based on sales data, the media model used, and other marketing activities.
Mp+ +b chapter++12
- 1. Timing & scheduling CHAPTER 12 Media Planning & Buying in the 21st Century
- 2. Agenda Introduction Timing considerations Scheduling options Media Planning & Buying in the 21st Century
- 3. Introduction This section will describe some of the strategic considerations to determine media timing and scheduling Timing and scheduling strategies are very important to the success of a media plan Timing and scheduling are affected by the media model used by the planner (chapter 9) Does advertising have an immediate effect? Or, does it build over time? Media Planning & Buying in the 21st Century
- 4. Timing Considerations Industry sales Brand sales Spend in relation to sales vs. leading sales? Availability & distribution Competitive activity Reach & frequency goals New product introductions Promotions Media events Media Planning & Buying in the 21st Century
- 5. Typical Retail Sales Seasonality Jan. Feb. M ar. Apr. M ay June July Aug. Sept. Oct. Nov. Dec.
- 6. Timing Period First Industry Brand Sales Sales Lead Sales Compet. Activity 12% 14% 12% Lite Second 13 16 13 Lite Third 15 16 14 Moderate Fourth 15 15 20 Moderate Fifth 20 18 30 Heavy Sixth 25 21 15 Heavy 100% 100% 100% Total Media Planning & Buying in the 21st Century
- 7. New Product Introduction - Example Initial Launch Period Sustaining Period Media Planning & Buying in the 21st Century
- 8. Promotion Heavy Up - Example Promotion Heavy Up Promotion Time Media Planning & Buying in the 21st Century
- 9. Continuity with Heavy-ups Heavy-Ups Base Schedule Media Planning & Buying in the 21st Century
- 10. Flights - Example 100 TRPs/Week Media Planning & Buying in the 21st Century 100 TRPs/Week 100 TRPs/Week
- 11. Pulsing - Example 75 TRPS/Week 25 TRPS/Week Media Planning & Buying in the 21st Century
- 12. Continuity Example 50 TRPS/Week Media Planning & Buying in the 21st Century
- 13. The art of surprise Media Planning & Buying in the 21st Century
- 14. Is there an opportunity to surprise? Advertising blitz Change scheduling pattern Change the way media are used Capitalize on competitive vulnerabilities such as out of stocks, product recalls or bad reviews Be creative! Media Planning & Buying in the 21st Century
Editor's Notes
- #5: How might each of these considerations affect the timing of a media schedule?
- #7: Chart shows some advertisers allocate their budgets by time period. Here options are to allocate by percentage of industry sales or percentage of brand sales. Some brands might average the two. Or some brands prefer to lead sales by creating some awareness and purchase consideration BEFORE a sale occurs
- #8: An example of what a new product introduction might look like. Heavy advertising during the launch period to help generate awareness & trial, then a lower level to hopefully remind and generate repurchase.
- #9: Media schedules often provide heavy ups for accouncements or promotions in order to generate awareness and interest quickly before promotion ends!
- #10: Heavy ups are also used to reflect seasonal sales changes or other special announcements
- #11: Flights, concentrate advertising in bursts to break through clutter is the theory. More consistent with effective reach theory
- #13: Follows recency theory