Professor Close & Professor Dudo,
The University of Texas at Austin

Guidance:
CASE: HEALTHY DOG GOURMET
• Please create a media schedule and CPM analysis prior to making your decision
• I will provide these and go over them
• Don’t be constrained by the client’s media plan (i.e., your client is not always right- why are they hiring you?)
• Keep the client budget in mind- do not go over this or recommend them to increase the budget
• A 10% contingency is appreciated

Situation
Analysis
Measurable
Objectives
Budget
Creative
Strategy
Media
Strategy

TAKE HOME MESSAGE
Even the best messages will be useless if they don’t reach the target audience

SET A MEDIA OBJECTIVE
“To reach 60% of males aged 25-35 that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of a new product.”
Address the psychographic and demographic target market and find the media that matches the market best given your budget

MEDIA PLANNING
Media Plan
Media Class
Media Mix
Specifies media in which advertising message will be placed to reach desired audience(s).
A single form of communication
(TV, radio).
Media Vehicle
Specific option within a class
(Nat Geo mag).
Blend of different media to reach target audience.

MEDIA PLANNING
Many choices to allocate among:
TV
Magazine
Radio
Newspaper
Outdoor
Etc.

MEDIA PLANNING
Above-the-line:
Traditional measured media (TV, radio, NPs, etc.)
Below-the-line:
Unmeasured media/IBP tools (more efficient)

CHANGES IN MEDIA PLANNING
More media:
Traditional media lines are blurred
Firms push “news” stories into media
Movies/videos can be promotional vehicles
Social media offer new (cheap) opportunities

CHANGES IN MEDIA PLANNING
Globalization:
Media now exists in transnational space
Search engines don’t care about geography
Free content:
Consumers now used to free content
Nontraditional media are attracting more $

CHANGES IN MEDIA PLANNING
Consumer in charge:
Marketers no solely in charge of brand; consumers have more power
Clutter & ad avoidance:
Consumers choosing no-ad channels (e.g., radio) and have new tools (e.g., DVR)
People will to pay to avoid ads

THE OVERALL MEDIA PLAN
SETTING MEDIA OBJECTIVES
ID target audience
Geographic Mkt
Timing & Continuity
Media fit
Size & length
MEDIA
SELECTION
PROCEDURES
Reach
Frequency
GRP, CPM…

SETTING MEDIA OBJECTIVES
1. Identify target audience:
Must find similarities between the target market and media audience
Not easy! … apples & oranges problem
“Oops!” potential

SETTING MEDIA OBJECTIVES
Kids love me!

SETTING MEDIA OBJECTIVES
2. Select geographic market:
Demand varies; sales are seldom consistent everywhere
Means that ADV must vary according to geographic locations
Geo-targeting

SETTING MEDIA OBJECTIVES
TIMING & CONTINUITY STRATEGIES
Continuous
Pulsing
Flighting
Spread ADV continuously and evenly over the length of the campaign
Intensify ADV before an open aperture then reduce ADV until the next open aperture
Alternating periods of intense ADV and periods of no ADV

Pulsing
SETTING MEDIA OBJECTIVES
Flighting
Campaign time Campaign time

SETTING MEDIA OBJECTIVES
4. Media fit:
Chosen media must be compatible with the advertising strategy
Chose media must reflect positively on the brand – the tone must be appropriate
The source itself can have an effect

SETTING MEDIA OBJECTIVES

5. Size & length:
SETTING MEDIA OBJECTIVES
Must determine the appropriate size (static) or length (broadcast) of the ad
Research is inconclusive
Choose size & length based on objectives
Ex) awareness = short spot knowledge = long spot

MEDIA SELECTION STRATEGIES
When selecting the specific
ADV media:
Reach – the # of different people exposed to the message
Frequency – the degree of exposure repetition
Must determine the efficiency of different media vehicles

MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Gross
Impressions:
Impression – one person’s opportunity to be exposed to an ad
Impressions are a measure of the size of the audience for one media or a combo of media vehicles
Gross impressions are the sum of the audiences of all media vehicles during a certain span of time

MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES OF EFFICIENCY
Media
Vehicle
David
Letterman
Show
The Colbert
Report
Target
Impressions
500,000
1,000,000
Number of
Ads
4
3
Total Target
Impressions
2,000,000
3,000,000
Gross
Impressions =
5 Million

MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Efficiency:
AKA – cost per thousand (CPM)
Unlike impressions, CPM is focused on cost
Given cost constraints, media is selected that will expose the largest target audience for the lowest price

MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Efficiency:
AKA – cost per thousand (CPM)
Unlike impressions, CPM is focused on cost
Given cost constraints, media is selected that will expose the largest target audience for the lowest price

MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
CPM =
Cost of media buy
Total target audience
X 1000

MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Magazine example: An issue of Real Simple has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K.
CPM =
$15,000
2,000,000
X 1000
$7.50

THE LAY OF THE LAND

THE LAY OF THE LAND

MEDIA PLANNING: SOCIAL MEDIA
Social Networking:
New paradigm in media planning
Marketer (brand) to consumer, then consumer to consumer
Marketers can use social media at a fraction of the cost of traditional media
Social media used to create “buzz” or “viral” effect

There are some things you just can’t accomplish without traditional mass media advertising
The Super Bowl and
Olympics deliver a truly MASS audience
Brand building still needs traditional ads
… for now

MAIN PURPOSE OF THE MEDIA PLAN
To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the advertising campaign