Week 1 - Intro to Media Planning and Target audience analysis Flashcards
Media is the collective term used for what?
The method of carrying messages
Media planning is all about what?
Getting the right message to the right people at the right time for the right cost.
What is uses and gratifications theory (UGT)?
- Why and how people actively seek out specific media to satisfy specific needs (social and psychological)
- Instead of “what does media do to people?” (Cultivation theory and hypodermic needle theory), UGT focuses on “what do people do with media?”
How is the Australian market split?
- 5 metro markets (main capital cities) - 67% of population
- 4 major regional markets - 27%
- several smaller sub markets including Tasmania, Regional WA and SA, Northern Territory - 6%
- Majority of the regional population live in cities, with only a nominal proportion deriving their income from agriculture.
What is owned media?
Channels a brand controls. e.g. web site, twitter account.
The role: build for longer-term relationships with existing/potential customers and earn media.
Benefits - control, cost efficiency, longevity, versatility, niche audiences
What is paid media?
Brand pays to leverage a channel. e.g. display ads, paid search, sponsorships.
The role: shift from foundation to a catalyst that feeds owned and creates earned media.
Benefits - in demand, immediacy, scale, control
What is earned media?
When customers become the channel. e.g. WOM, Buzz, “Viral”
The role: listen and respond - earned media is often the result of well-executed and well-coordinated owned and paid media.
Benefits - most credible, key role in most sales, transparent and lives on
What is a medium?
One particular type of media (e.g. press)
What is a vehicle?
Single “carrier” of a placement (e.g. Courier Mail)
What is the target market?
The consumer of the product/brand
What is the target profile?
A portrayal of the ‘heads and hearts’ (thoughts and feelings) of our ‘typical’ target person
What is the target audience?
A ‘definition’ (detailed description) of who the advertising is intending to reach and influence (the target market). Audience: number or percent exposed to a vehicle.
What is coverage?
Number reached by a single insertion in a specified area
What is composition?
Statistical breakdown of a media vehicle’s total audience
What is above-the-line/below-the-line?
Above - paid advertising
Below - sales promotion, DM, PR, events
What might people use media for? (4)
- Surveillance (informed and educated) - finding out useful information, learning more about the news, weather, holiday options, history
- Diversion purposes (entertained) - taking you away from your world, as entertainment or escapism
- Personal identity - comparing yourself to characters on TV, developing a personal brand on social media
- Integration and social interaction, imagined community, personal relationships - use media for emotional or personal interaction, feeling like you know and understand your morning radio announcer, reconnecting with old friends on Facebook
Advertising media can be broken down into what four tasks?
- Planning - the best way to reach your target audience (media planner)
- Buying media - buying space and time for the message (media buyer)
- Selling media - selling the space and time for the message to the advertiser (media seller)
- Analysing - analysing the relationship between consumers, media and the brands (media researcher)
What is the service focus of media planning and buying?
Develop and present the ‘most effective’ media plan.
- Who, how, when to advertise
- ‘Creative media’ solutions
- Media neutrality (media-neutral planning means picking the best mediums for reaching the target - without any preconceived biases)
What is the sales focus of media planning and buying?
Negotiate with media on behalf of client for best rates for media plan.
- mediates between client (or creative advertising agency) and media
- seeks/secures media initiatives
- good supply of quality stock
- foster good contacts/relationships with media
What is the typical media process? (4 steps)
- Brief
- Strategy
- Rec’s
- Buy
What are some of the things included in the media brief?
What are they aiming to achieve from their advertising campaign
Information about their brand/product/service
Research information about their market, product, consumers
What markets do they need to cover
What results are they expecting to achieve and how will they be measured
How much money do they have to spend
Timeframes for implementation and results
What they have done in the past and how it worked
What is a strategic response (media strategy)?
Undertake research to understand the consumer, their behavioural patterns and media habits to come up with recommendations for:
- target audience profile (demographic /psychographic /behavioural)
- strategic idea that leverages knowledge of the target against the task at hand
- media vehicles
(relevance & impact to target audience, ability to meet objectives of campaign, value by providing the most effective environment for the advertising message) - effort required in each medium
- timings for each medium
- estimated costs
What is strategic approval (“Approval in Principle”) (media strategy)?
Client reviews the recommendations provided by the agency and then (hopefully) approves the strategy
What is the implementation response (media rec’s)?
How to deliver this campaign to the target audience:
- specific environments to use (which genre of TV programmes, magazine or newspaper titles, radio stations, bus routes, cinema complexes etc)
- What times of the day & days of the week will target be most receptive
- Specific weeks of activity for each medium
- Promotional opportunities negotiated with the medium
- Final and negotiated costs to deliver
What is implementation approval (media rec’s)?
Client reviews the media proposal in detail to see how the strategic ideas and insights will be implemented and to obtain firmer cost estimates.
What goes on in the media buying/negotiating stage?
The media agency then proceeds with booking all the activity that has been proposed and approved. This process includes:
- Negotiating actual placement in all media (i.e. specific programmes, sections in print, segments in radio etc)
- Negotiating with the media for better rates/added value
- Managing the budgets across all media
What occurs during the monitoring markets stage?
During the campaign the media agency monitors all activity on a weekly basis to:
- Ensure that all activity appears where booked
- Negotiates appropriate compensation where necessary
- At the end of the campaign or at agreed intervals they report back to the client with a post analysis, which will use as its bench mark the campaign media objectives.
The Media Plan is a blueprint for future action - organising a brand’s advertising into media objectives and strategies that are: (3)
- goal oriented e.g. increase sales/share
- makes sense - effective and efficient
- manageable - can be executed, flexible, developed before the buy
The Media Plan consists of:
- Defining the target market/s and developing insights
- Setting media objectives
- Deciding media strategies
- Setting the budget
- Choosing the media mix
- Scheduling
- Buying the media
- Evaluation
