Week 1 - Intro to Media Planning and Target audience analysis

Question 1

Media is the collective term used for what?

Answer 1

The method of carrying messages

Question 2

Media planning is all about what?

Answer 2

Getting the right message to the right people at the right time for the right cost.

Question 3

What is uses and gratifications theory (UGT)?

Answer 3

• 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?”

Question 4

How is the Australian market split?

Answer 4

• 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.

Question 5

What is owned media?

Answer 5

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

Question 6

What is paid media?

Answer 6

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

Question 7

What is earned media?

Answer 7

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

Question 8

What is a medium?

Answer 8

One particular type of media (e.g. press)

Question 9

What is a vehicle?

Answer 9

Single “carrier” of a placement (e.g. Courier Mail)

Question 10

What is the target market?

Answer 10

The consumer of the product/brand

Question 11

What is the target profile?

Answer 11

A portrayal of the ‘heads and hearts’ (thoughts and feelings) of our ‘typical’ target person

Question 12

What is the target audience?

Answer 12

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.

Question 13

What is coverage?

Answer 13

Number reached by a single insertion in a specified area

Question 14

What is composition?

Answer 14

Statistical breakdown of a media vehicle’s total audience

Question 15

What is above-the-line/below-the-line?

Answer 15

Above - paid advertising

Below - sales promotion, DM, PR, events

Question 16

What might people use media for? (4)

Answer 16

• 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

Question 17

Advertising media can be broken down into what four tasks?

Answer 17

1. Planning - the best way to reach your target audience (media planner)
2. Buying media - buying space and time for the message (media buyer)
3. Selling media - selling the space and time for the message to the advertiser (media seller)
4. Analysing - analysing the relationship between consumers, media and the brands (media researcher)

Question 18

What is the service focus of media planning and buying?

Answer 18

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)

Question 19

What is the sales focus of media planning and buying?

Answer 19

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

Question 20

What is the typical media process? (4 steps)

Answer 20

• Brief
• Strategy
• Rec’s
• Buy

Question 21

What are some of the things included in the media brief?

Answer 21

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

Question 22

What is a strategic response (media strategy)?

Answer 22

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

Question 23

What is strategic approval (“Approval in Principle”) (media strategy)?

Answer 23

Client reviews the recommendations provided by the agency and then (hopefully) approves the strategy

Question 24

What is the implementation response (media rec’s)?

Answer 24

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

Question 25

What is implementation approval (media rec’s)?

Answer 25

Client reviews the media proposal in detail to see how the strategic ideas and insights will be implemented and to obtain firmer cost estimates.

Question 26

What goes on in the media buying/negotiating stage?

Answer 26

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

Question 27

What occurs during the monitoring markets stage?

Answer 27

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.

Question 28

The Media Plan is a blueprint for future action - organising a brand’s advertising into media objectives and strategies that are: (3)

Answer 28

• goal oriented e.g. increase sales/share
• makes sense - effective and efficient
• manageable - can be executed, flexible, developed before the buy

Question 29

The Media Plan consists of:

Answer 29

• 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