Media Planning Flashcards
What is media planning about?
‚Media planning consists of the series of decisions made to answer the question “What are the best means of delivering advertisements to prospective purchasers of my brand or service?”’ Sissors / Baron
‚Media planning is the (partial) task of selecting optimal media for the transmission of advertising messages to specific target groups.’
Hofsäss / Engel
‚Media planning includes a target-group and planning-periodrelated allocation of the advertising budget to individual advertising media or media classes in order to achieve
specified advertising goals in the best possible way.’
Bruhn
‘Media planning deals with the allocation of a given
communication budget with the target group-specific,
time and regional [or spatial] optimal selection of
advertising media groups and advertising vehicles for the
transmission of advertising messages.’
Meffert / Burmann / Kirchgeorg
Why media planning?
Tasks
„To address …
▪ the right target persons …
▪ with a certain budget…
▪ in a targeted manner
(communication goal)…
▪ at the right time …
▪ in the right period of time …
▪ in a specific area …
▪ with the relevant media …
▪ often enough …
▪ with a specific message …
▪ as effectively and
▪ as cheaply as possible.“
Goals
To achieve the most effective
and efficient transport of an
advertising message to the
appropriate target group,
considering a systematic media
analysis and a given budget
Media planning is essential in
marketing. Without a solid concept,
advertising can not only miss the target
group, but also cost a lot of money.
MEDIA PLANNING PROCESS
Marketing problem clarification
Situation analysis
Marketing / Communication objectives
Creative plan / objectives of advertisements
Target group analysis
Budgeting
Assigning tasks to advert agency
Media selection
Marketing and advertising
Meffert summarises marketing as a…
“… conscious market-oriented management of the entire company or marketoriented decision-making behaviour in the company. In the traditional interpretation,
marketing means the planning, coordination and control of all corporate
activities aligned to current and potential markets.“
This definition includes the concept of the marketing mix.
4Ps
Decisions related to the product (quality, design, name, packaging, etc.)
Product
Pricing related decisions (sales price, discounts, bonuses, etc.)
Price
Distribution and logistics (direct or indirect sales channels)
Place
Decisions to increase product awareness and thus sales
(marketing/advertising, sales promotion, PR (public relations))
Situation analysis: Starting point for planning
Areas to be analysed
Company
Market
Society
Advertising objects
Company
* Company and brand image
(external view)
* Strengths / Weaknesses
* Financial strength vs. competition
* Product portfolio
* Communication channels
Market
Market size / volume
* Market potential / trends
* Competitive situation
* Distribution channels
* Customer requirements
Society
* Purchasing behaviour
* Lifestyle / life situation
* Advertising impact, sales
Advertising objects
* Single product
* Product group
* Brand / brand group
* Whole company
Advertising goals: Means-purpose relationship
Company goals
Revenue (value /volume)
Profit
Market share
Marketing goals
Customer satisfaction
Customer retention/loyalty
Winning new customers
Communication /Advertising goals
Influencing customer
… behaviour
…desires
…attitudes
Economic goals
➢ Revenue
➢ Sales
Communication/Advertising goals
➢ Awareness
➢ Image
Media goals
➢ Reach (target group)
➢ Contact frequency (advertising pressure)
Media goals
…most important in helping attain marketing objectives
…refer to how often a defined proportion of the target group (reach) is to be
reached with a certain advertising pressure (contact frequency)
… are decisive for media planning
Pitfalls in practice
High reach (i. e. reaching as many contacts as possible) and a tight
advertising budget , can lead to a low contact frequency.
The advertising effect fizzles out!
Gross Impressions (GI) and Gross Rating Point (GRP)
Показатель Что измеряет? Формула Пример
Gross Impressions (GI) Общее количество рекламных показов, включая повторы GI = Reach × Frequency 5,000 показов
Gross Rating Point (GRP) Оценка рекламного давления в процентах GRP = Reach (%) × Frequency 150 GRP (50% охвата × 3 показа на человека)
Reach and Frequency
individuals exposed / # individuals in area - 10000/100000 * 100% = 10%
▪ Reach → percentage of population (all individuals in particular area) exposed at
least once to the advertisement in certain time period.
unduplicated number = each person is counted only once, cannot exceed 100%
Formula + example
▪ Frequence → average number of times an individual is exposed to the advertisement/a message
Impression & Gross impressions (GI)
Impression → each time a person has an opportunity to see (OTS) an ad, an exposure or impression is counted.
▪ Gross impressions (GI) are the product of the number of people exposed to an ad & how many times they see it (frequency) expressed in absolute numbers.
In other words: simple addition of the viewing audience in thousands each time the commercial is shown.
Formula:
number of people exposed to an ad at least once (#) x frequency (#) = gross impressions (#)
For multiple shows add GI per show together for total gross impressions (GI)
Gross Rating Point (GRP)
impressions or exposures x frequency / # individuals in area x 100%
Gross Rating Point (GRP) → impressions as a percentage of the total population.
The purpose of the GRP metric is to measure impressions in relation to the number
of people in the population for an advertising campaign.
Double-counts people = people can be exposed to an advertisement multiple
times, therefore this measure is often greater than 100.
Distribution of advertising over time: basic strategies
Frontloading
▪ High advertising pressure at the beginning, which is continuously
reduced
▪ When?
In launch campaigns to quickly build awareness, e.g. in the music
industry when launching a new album
Backloading
▪ Low advertising pressure at the beginning, which is continuously
increased
▪ When?
For products in the build-up phase that are not yet on the market or
products with a fixed end date e.g. events, new car model
Continuity
▪ Steady advertising pressure over the entire period
▪ When?
For non-seasonal products, suitable for providers who regularly
introduce new offers (e.g. supermarkets with flyer, newspaper insert,
advertisements), or want to sustainably increase brand awareness
Flighting
▪ Alternating between active and passive advertising phases
▪ When?
For smaller budgets or seasonal products, with the aim of extending
the campaign period (often on TV) e.g. champagne before
Christmas and New Year’s Eve, flowers before Valentine’s Day
Pulsing
▪ Combines flighting and continous scheduling: low advertising level
all year around anhenced by indvidual flights
▪ When?
e.g. deodorants, ice creams sell all year round but more in summer
months, airlines pulsing around holidays for causing brand switch
it takes 5-7 impressions before a prospect buys!
▪ The first time they are aware of your product.
▪ The second they take note.
▪ The third they may decide to find out more about the product
▪ The fourth they may decide to get it.
▪ The 5th time they may actually write down the phone number or URL
▪ The 6th time they might actually call/ visit the web site to place the order.
▪ If not available on-line, it may take a few more impressions for them to persuade them to
go to the store and purchase.
Target group: Why target group analysis?
This is how you generate trust and added value, which has an impact on
user experience and customer satisfaction.
This pays off to the success of your company.
There are two basic goals behind the analysis:
Retain existing customers
Acquire new customers
Whom should the advertising reach?
It is a group of people or companies that have similar desires and preferences, act according to a certain patterns or show similar needs.
They often match in sociodemographic characteristics e.g. age, gender, education or income etc
In short: target group is a homogeneous group of people or companies that you want to address to offer them your products or services.
Characteristics of the recipients are determined by numerous attributes
- Demographic
Age
▪ Gender
▪ Family status - Geographic
Place of residence
▪ Region
▪ If relevant, e.g. holiday destinations,
familiy place of residence, etc - Socio-economic
Household size
▪ Income
▪ Education
Profession - Psychographic
▪ Interests
▪ Motivation
▪ Values
▪ Lifestyle
▪ Attitude towards certain topics/products/companies… - Behavioural
Price sensitivity
▪ Purchase frequency
▪ Media usage, preferred devices
Couple guiding questions to define your B2C target group
Which potential customers do you want to address and which rather not?
▪ Which reasons has the potential customer for a purchase?
▪ How much budget is available to him?
▪ How much does the potential customer pay attention to quality?
▪ Which functions and features are important and possibly decisive for a purchase?
▪ Which preferences and needs has the potential customer?
▪ Which values pursues this person – is it, for example, tend to be more inclined to buy
sustainable?
▪ What marital status and place of residence does the potential consumer have?
▪ How old is this person?
▪ Where does it live?
▪ What occupation and educational level does the target person have?
▪ How much does your potential customer pay attention to aesthetics and status
symbols?
▪ Where and when is purchased?
▪ What do the purchase frequencies look like?
▪ What other influential factors are there on the purchase decision?
What are Sinus-Milieus?
They are considered a standard for psychographic target group segmentation in the German-speaking region.
The Sinus-Milieus arrange people with similar values, a similar lifestyle and a
comparable social situation into groups of “like-minded people”. The transitions
between the milieus are fluid, called the “uncertainty principle” of everyday reality.
Methodology
In the first research step, qualitative interviews are conducted that cover the most
important socio-demographic segments (according to gender, age, education, income,
region, etc.). On the basis of these interviews, cross-case categories regarding basic
attitudes and lifestyles are developed and transferred into a hypothetical milieu model.
This is followed by quantitative verification and representative generalization of the
model.
The milieu classification is carried out with a standardized questionnaire to diagnose
the milieu affiliation and a subsequent cluster analysis.
The Sinus-TGI -Media Data International consists of consumption and media data in
18 countries split by Sinus-Meta-Milieus. The basis is the international market media
study “Target Group Index“ conducted by Kantar. Linking the Sinus-Milieu data based
on value orientations and lifestyles with the versatile TGI data on consumer and media
behaviour enables marketing experts and media planners to plan media precisely and
efficiently across national borders.
Sinus-Milieus in market / media studies
▪ best4planning:
provides insights about people, media and markets since 2013
▪ helps to choose the right communication channel in advance
▪ used primarily for strategic media and advertising planning
▪ based on 30,810 interviews in 2022 (F2F and online surveys)
▪ VuMA Touchpoints:
VuMA = Verbrauchs- und Medienanalyse
▪ combines media usage data with detailed consumption information, already for 25
years
▪ provides performance data for almost all radio and television offerings in Germany
included in the Arbeitsgemeinschaft Media Analyse (agma), including internet use
and reading of magazines and newspapers
▪ is aimed at media planners in agencies and advertising companies to be used on all
planning phases - from market analysis to the development of the media strategy
▪ based on 23.299 interviews in 2021 (F2F and online surveys)
The way to target group definition
Example:
Sportswear manufacturer enters a new country/market or expands in an existing
market. To prepare for target group should be defined. Where to get the relevant
data from and how to proceed?
Target group definition based on
▪ Demographics: age, gender, familiy status
▪ Socio-Economics: household size, income, level of education
▪ Psychographics:
▪ Interest in sports overall and particular discipline
▪ Active sports: discipline, frequency, place of excercise (indore / outdore)
▪ Importance of fashion
▪ Buying sports fashion: frequency, brand, offline / online, spendings per year /
month
▪ Importance for buying decision: quality, price, brand
▪ Usage of media: media used, frequency of usage, devices used
Target group definition PROCESS
- Define your relevant brands / brands in focus /the market competition
E.g.
▪ Adidas AG
▪ Nike, Inc. - Find data sources covering them in the relevant market
E.g.
for Germany: b4p incl. Sinus-Segments, Statista, VuMA etc.
for international: Global Web Index, TGI etc. - Check availability of relevant data variables
Demographics: age, gender, familiy status
Socio-Economics: household size, income, level of education
Psychographics:
− Buying sports fashion: frequency, brand, offline / online, spendings per year,
− Importance for buying decision: quality, price, brand
− Interest in sports overall and particular discipline
− Active sports: discipline, frequency, place of excercise (indore / outdore)
Usage of media: media used, frequency of usage, devices us - Merge data from different sources, if necessare
- Conduct analysis e.g. crosstabs, cluster, segmentation etc. and derive conclusions
- Describe your target group based on the analysis
What does a media plan have to cover?
What target group should be reached?
✓ What message does the advertising convey?
✓ Through which media does the message reach the target group?
✓ When does the campaign start and for how long?
✓ Where / in which area will the campaign be played out?
✓ How often will the campaign be repeated?
✓ How much budget is available for the campaign?
Media plan: decisions to be taken
- Determining the advertising material:
„the advertising message is transferred from the mental to the material”. A pure idea
thus becomes something that can be seen, heard or touched (perceived by the
senses). E.g. TV, radio, video or podcast spot, analog or digital ads. - Determining the advertising media:
First, an intermedia selection is made, which identifies advertising media groups
(example: TV, radio, newspaper, internet). In the next step, intramedia selection is
made. A specific media vehicles are selected from these media groups. - Setting the contact frequency:
How often, at what times and via which advertising vehicles the advertising message
is to be played out.
Which advertising medium is the best?
- Convey the ad message optimally
Which ad format is best suited to
convey the message? Which media
group / vehicle is best suited to this?
- Is used by the target group
Do the intended recipients use the targeted advertising medium?
- Fit the corporate identity / brand image
A luxury product is expected in glossy magazines not in tabloids
Media selection: Objective and procedure
A successful advertising campaign depends not only on the creative advertising
message, but also on the efficiency and effectiveness of its distribution.
Two-step approach of media selection:
Intermedia selection - Selection of media group(s) → Development of media strategy
Intramedia selection - Selection of specific media
vehicle(s) within a media group → Development of a distribution plan
Intermedia selection
WHAT? Selection of media group(s) / category
HOW? By comparing the advertising medium groups according to certain criteria
The most important media groups:
▪ Television
▪ Radio
▪ Newspapers
▪ Magazines
▪ Cinema
▪ „out of home“ media (posters, displays, billboards…)
▪ Internet
Criteria for media group evaluation
Quantitative criteria
Technical: Distribution area, Availability
Booking deadlines
Economic: Cost per thousand contacts (CPM «cost per mille»), Production costs
Performance: Target group reachability, Contact fequency, Quantity, Repeatability, Reach/circulation
Qualitative criteria
Function of the medium
Image of the medium / fit with the company
Possibility of presenting the message
Environment of the message
Place of use
Social environment of use (ZG)
Time, duration and frequency of use
Intensity of use
См. слайд 12 из сессии 9
Criteria Features TV Print Online …
Function of the
medium
Information?
Presentation?
Entertainment? …
Image of the medium /
fit with the company
Serious? Radical?
Boulevard? …
Presentation option Text? Image? Sound?
b/w/colour?…
Environment of the
message
Place of use At home? When
travelling?…
Social environment of
use
With family? Alone?
With friends?…
Time, duration and
frequency of use
Time of day/season,
Once, several times…
Nutzungssituation Passiv? Aktiv?
Reach,
Distribution losses
High? Middle? Low?
Costs CPM…
Intramedia selection
WHAT? Tactical-operational selection of media vehicles in order to
convey the advertising message to the target group as
economically as possible.
HOW? Profitability or efficiency of the preferred media vehicles can
be determined through cost-benefit analyses
Benefit indicators: reach, circulation, impressions…
Cost indicators: ad prices, cost per minute…
CPM Cost per Thousand
Three parameters determine the communication/advertising budget
Type and number of people to be reached
Type of advertising media suitable for it
Necessary advertising pressure
They support the reaching of the communication goals
Type and number of people to be reached
The focus is on the target group:
➢ Who should be addressed?
Quantitative and qualitative characteristics to determine the target group
➢ What should be achieved in the target group?
Behavioural change (acquire new customers), stabilization (retain existing
customers)
Conclusion: the larger the target group, the lower the level of involvement
(in relation to the advertising object / product), the more behavioural change
is aimed for, the larger the budget required to achieve this.
Necessary advertising pressure (frequence of
contact)
➢ Which advertising material (TV spot, print ad, newspaper insert, flyer…)
➢ Which design (size, colour, length (TV spot or video or print))
➢ Which advertising media
➢ Which contact frequency
are necessary to reach the communication goals.
Conclusion: the less attention to be expected through design and choice of
advertising medium, the larger the budget required.
Further factors for budget determination
Advertising object
➢ In which phase of the life cycle is it?
➢ What is its quality?
➢ How big is the market share?
Conclusion: a higher budget tends to be required for products in the early
market stage (market launch, new to the market).
Competition activities
➢ How strong is the advertising pressure from competitors?
➢ How big are the competitors’ advertising budgets?
Conclusion: the more intensive the advertising activities of the competition,
the more budget is required.
Budget: Models and procedures
Top-down
top management sets the
spending limit
advertising budget is set to
stay within the spending limit
Bottom-up
total budget is approved by
top management
cost of activities are budgeted
activities to achieve objectives
are planned
advertising objectives are set
Budget: Top-down approach
- Affordable method
Company allocates what it has to spare, what’s left to spend - Arbitrary allocation
No system behind, a good idea at the time - Percentage of sales
Taking a percentage of sales revenues - Competitive parity
Match competitor or industry average spending - Return on Investment
Spending is treated as a capital investment
Budget: Buttom-up approach
- Establish objectives
e. g. create awareness of new product among 20 % of target group - Determine specific tasks
e. g. advertise on television and radio and local newspapers or online - Estimate costs associated with tasks
determine costs of advertising, promotions, etc.
Topics that are developed together with the advertising agency
▪ Evaluation of the type of advertising media and choice of advertising vehicles
▪ Development and design of the advertising material
▪ Production of advertising materials (e. g. adverts, TV commercials, videos, flyers, samples, promotional merchandise, displays, etc.)
▪ Exchange on topics in the media planning process (e. g. advertising objectives, target group)
- Media planner, the logistician of the advertising industry -
What ist market research about?
Research which includes all forms of market, opinion and social research and
data analytics, is the systematic gathering and interpretation of
information about individuals and organisations. It uses the
statistical and analytical methods and techniques of the applied social, behavioural
and data sciences to generate insights and support decisionmaking by providers of goods and services, governments, non-profit
organisations and the general public.
(ICC/ESOMAR International Code on Market, Opinion and Social Research and
Data Analytics)
Which market research type?
- Awareness
- Awareness, Attitudes and Usage Research
- PR Research
-Advertising Research - Targeting
- Market Segmentation
- Positioning/Branding Research
- Industry & Competitive Analysis - Acquisition
- Concept Testing
- Product Optimization
- Pricing Research
- Advertising Research
- Usability Testing - Retention
- Customer Satisfaction & Loyality Research
- Customer Communication Testing
- Usability Test
- Customer Experience / Shopper Insights
Primary vs. Secondary Research
Secondary research
relies on data collected for another
purpose and subsequently used in
research
takes into account many different
sources
Primary research
customized research technique to pull
data directly from the sources
for the answering of a clearly worded
question
employs techniques like – surveys,
interviews, field tests, observation etc
Qualitative vs. Quantitative
Quantitative research
the process of collecting and analyzing
numerical data using specific
statistical techniques.
It can be used to find patterns and
averages, make predictions, test causal
relationships, and generalize results to
wider populations
use of structured research instruments
results are based on larger sample sizes
Qualitative research
involves collecting and analyzing nonnumerical data (e.g., text, video, or
audio) to understand concepts,
opinions or experiences
through methods of observations,
one-to-one interviews, focus group
discussions, etc.
Survey methods
- Questioning
Obtaining info from the answers of the person asked
- Quantitative
- Panel
-Qualitative - Observation
Visual or instrumental survey od discernable circumstances
- Undercover
- Open - Experiment
Determination of a particular survey design
- Field Experiment
- Laboratory experiment
How does a market research project work?
- Preparation
Briefing
Kick-off - Conduction
Field work
Analysis
Reporting - Closing
Communication
Follow up
+ Continuous monitoring of milestones and compliance with quality standards!!!
