Offering Media Alternatives
Evaluating and Selecting
Media Vehicles
TV
• Target audience
• Rating
• Share
• Dayparts
• Reach
• Frequency
• CPP/Sec
• Advertising clutter
• Channel reputation
• Ad position
• Available discounts
Strengths
TV SWOT Analysis
Weaknesses
• Builds relationships with audience, has impact
on different emotions: audial, visual and
dynamic
• Increases brand awareness because it
provides fast and high level of reach.
• Has effect in a short period of time
• Persuasive medium
• Part of home and have high impact within
home
• Measurable
• High production cost
• High clutter
• Waste investment for small sized
target audiences
Opportunities
Threats
• Sponsorship opportunities
• Rise of digital media
• Provides customized content for
• Intense usage of competitors from the
focused target audience
same product category
Evaluating and Selecting Media Vehicles
Print
• Reach
• Net Sales
• Target Market
• Pass-along readers
• CPT
• Editorial features
• Special editions
• Color reproduction
• Geographic flexibility
• Positioning opportunuties
• Advertising clutter and product protection
• Advertising copy checking and product restrictions
• Response to coupons, information or recipes
• Available discounts
Evaluating and Selecting
Media Vehicles
Print Contd...
• Writing tone
• Reader respect
• Leadership in media class
• Believability
Newspaper SWOT Analysis
Strengths
Weaknesses
• Give detailed information
• Immediacy
• Trustworthy relationship with newspaper/ trust
• Possibilty of low production quality
• Short shelf life
attribution to brand
• High cost in the use of big and colorful
• Regional flexibility in most of the countries
advertisements
• Reach in a short period of time
• Flexibility in size, format and use of space
Opportunities
Threats
• More target group oriented through the
increase on newspaper sections and
supplements
• Complementary of other media
• Provide more impact and recall for large
sizes
• Loyal readers of specific publications
• Fragmanted audiences
• Circulations of some newspapers do
not depend on sales
• Clutter
Magazine SWOT Analysis
Strengths
Weaknesses
• High reader participation for particular
magazines/ interactivity
• Relationship identified with the
magazine
• Long-lived messages
• Detailed visual usage: More detailed
information
• Not easy to use as much as TV
after making decision
• Slow in building reach
Opportunities
• Coupon distribution for database support
• Being subject-oriented: travel, music,
cinema, sport
• Adaptation of visual changes into the
magazine content
• Relationships through sponsorship, PR and
advertorial content
• Sampling
Threats
• Clutter
• Variety and plurality of
magazines
Evaluating and Selecting
Media Vehicles
Radio
• Target audience
• Format
• Reach
• Radio listenership
• Ad position
• Second price
Radio SWOT Analysis
Strengths
• High reach in breakfast time
• Personal contact through favorite
DJ’s and the programs with high
participation
• Flexibility
• Ability to reach in a short time
• Provides frequency
Opportunities
• Special sponsorship opportunities:
Breakfast time
• Completing each other with TV: a good
way to extend campaign duration with
low budget
• Opportunity to broadcast your
advertisement before shopping time
• Thematic channels for niche target
audiences
• Regional flexibility
• Opportunity to listen in the car
Weaknesses
• It can be background medium
• Easy to be distorted, impossible to go
back
• Limited measurability
• Difficult to have a long term reach
Threats
• Fragmentation
• Clutter
Evaluating and Selecting
Media Vehicles
Cinema
• Ticket sales
• CPT
• Target audience
• Popularity of the films
• Places of the movie theaters
• Ad position
Cinema SWOT Analysis
Strengths
• High impact
Weaknesses
• Low level of reach in total
• Young audience
• Long-term use
Opportunities
• Cinema packages
• Foyer activities
• Product placement in movie theaters
Threats
• Video s and DVDs
Evaluating and Selecting
Media Vehicles
Outdoor
• Visibility
• Traffic flow
• Place
• Target audience
• CPT
Outdoor SWOT Analysis
Strengths
Weaknesses
• High impact
• Long preparation phase
• Closeness to point of sale
• Expensive
• Branding medium
• Difficult to measure
• High level of reach and frequency
• No detail in advertisements
• Difficulty in focusing a specific target
audience
Opportunities
• Creative application opportunities
• Innovation
• Special printing techniques
• Improvement of material quality
Threats
• Used for competition
• Difficulty in evaluating its
impact
Ambient Media
• New breed of out-of-home products and services
determined by some as non-traditional or alternative media.
• Can be used in conjunction with mainstream traditional
media, or used equally effectively as a stand-alone activity.
• Ambient media in a larger scale define the media
environment and the communication of information in
ubiquitous and pervasive environments.
• Good for brand awareess and top of mind recall within
target audeinces.
• Ambient media can produce mass attention in centralized
locations, or directly interact with consumers during normal
every day activities.
Ambient Media Examples
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Backs of car park receipts
Hanging straps in railway carriages
Handles of supermarket trolleys
Projecting huge images on the sides of buildings
Slogans on the gas bags of hot air balloons
….
Evaluating and Selecting
Media Vehicles
Internet
• Target audience
• Impression
• Click through rate
• CPT
Making the Media Buys
Key points in media buying
and negotiation
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Negotiation Skills
Media dynamics
Objective of the buy
Costs vary
History of buying
Media trends
Good relations with media representatives
Fair negotiation
Last-minute opportunities
Added value
Mutual respect
Types of Media Buying
• Cpp/sec. or GRP based
• Package
• Bulk buying
• Stand by
• Barter
Factors in determining the
size of an advertising budget
• Assesing the task of advertising
• Long and short term goals
• Profit margins
• Degree of product usage
• Difficulty in reaching target markets
• Frequency of purchase
• Effect of increased sales volume on production
costs
• New product introductions
• Competitive activity
Setting the budget
Main issues to know while setting the
media budget
• Beginning of the marketing year
• Net budget
Gross Budget includes agency
commission and VAT.
Gross Budget=Net Budget+Agency
Com.+VAT
How much money is available
for media?
Ex: The client says they have 200.000USD. The
budget is gross. What is the net budget?(AC is 15%
including media agency and creative agency
commission)
Net Budget= 200.000/1.15/1.18=147.383USD
How much money is available
for media?
Ex: The client’s gross media budget is 75.000USD.
What is the net budget?(AC is 3% including only
media agency commission)
Net Budget= 75.000/1.030/1.18=61.700USD
How much money is available
for media?
Ex: Media planner’s net newspaper budget is
25.000USD. What is the gross budget for the
client?(AC is 3,5%)
Gross Budget= 25.000*1.035*1.18=30.532USD
Calculating Budgets of Each
Medium
Measured channel:
Tv Budget = cpp/sec. x GRP x Avg. Film Sec.
Example: We are planning to get 800GRP in
one month. Our cpp/sec. is 6,8USD, and our
avg. film length is 15sec.What is our tv
budget for measured channels?
Tv budget= 6,8 x 800 x 15=81.600USD
Calculating Budgets of Each
Medium
Non measured channel
Tv Budget = sec. price x Avg. film length x # of spots
per day x # of days for non measured channels
Example: We are planning to use NTV for 30 days
with a 30 sec. advertising film. Second price for NTV
is 7USD, and we will use 4 spots per day. What is
the budget for NTV?
Tv budget for NTV= 7 x 30 x 4 x 30=25.200USD
Calculating Budgets of Each
Medium
Newspaper Budget = price of one clm.cm. x clm*cm
x # of insertions
Example: We will use Hurriyet in our plan. One
clm*cm for Hürriyet is 30USD. The size of our ad is
5clm*25cm. We will have 2 insertions in Hurriyet.
What is the budget?
Budget = 30 x 125 x 2=7500USD
Calculating Budgets of Each
Medium
Radio Budget = second price x radio spot second x #
of spots per day x # of days
Example: Sec. price for Power Fm is 10USD. We
have a radio spot for 30sec. Our plan is using 5
spots per day for 20 days. What is the radio budget?
Budget=10 x 30 x 5 x 20= 30.000USD
Calculating Budgets of Each
Medium
Outdoor Budget = unit price x no of bb. x # of weeks
Example: One billboard costs 50USD for one week in
Istanbul. We will buy 500 billboards for 2 weeks.
What is the budget?
Budget=50 x 500 x 2 =50.000USD
Calculating Budgets of Each
Medium
Internet budget= cost per thousand for planned
impressions*(planned number of impressions/1000)
Example: Cost per thousand impressions in
Superonline movies web page is 2USD for a
300*250 pixel banner. What is the budget if we plan
to get 1.200.000 impressions from this page?
Budget= 2*(1.200.000/1000)=2.400USD
Calculating Budgets of Each
Medium
Example: We will advertise for Algida Magnum in May. Media
mix we are planning to use is as follows:
• TV: Measured channels with 7,8USD cpp/sec, 850GRP, 30
sec advertising film; Non measured channels with 10USD for
one second, 4 spots per day for 30 days.
• Outdoor: 200 Billboards for two weeks. Unit price for one
billboard is 50USD
• Radio: Spot length:30 sec, one sec. price=5USD, 15 days, 5
spots per day
• Newspaper: 4clmn*25cm ad, 48 USD per one clmn*cm, 5
insertions
What is our gross budget for Magnum in May if the agency
commission is 3%?
Calculating Budgets of Each
Medium
Calculating the budget of each medium:
TV: Measured channels: 7,8USD x 850GRPx 30sec. = 198.900 USD
Non measured channels: 10USD x 30sec. x 4spot x 30days = 36.000 USD
• Outdoor: 200billboards x 50USD x 2weeks = 20.000 USD
• Radio: 30sec x 5USD x 15days x 5spots = 11.250 USD
• Newspaper: 4clmn x 25cm x 48 USD x 5 insertions = 24.000 USD
Total net budget= 198.900 + 36.000 + 20.000 + 11.250 + 24.000 = 290.150 USD
Gross budget = 290.150 x 1,030 x 1,18 = 352.648 USD
Thank you…