chapter advertising and media planning.pptx

advt media planning.pptx

1. Unit-4 Adv Media Planning

2. Media planning is the process advertisers go through before buying and launching ads to gauge effectiveness and  maximize return on investment (ROI) . It is a critical first step in any ad campaign. The tangible outcome of the media planning process is a media plan document that will guide your ad campaign.

3. Who does the ad need to reach? What is the marketing budget? What are the conversion goals? How frequency should the message be shown? What is the reach (how many people will see it)? How do we define success?

4. Media planning has several benefits, including: Staying more organized through your ad campaign Setting and tracking your campaign budget Better understanding your audience through the research conducted up front, which makes targeting and  audience segmentation  more effective Having a firmer grasp on what peers are doing Having a benchmark to compare future ad campaigns

5. there are four key elements of a media plan: Research and analysis : Your intended audience(s), market segment stakeholders, lessons learned from previous campaigns, and peers within your category Marketing objectives and key performance indicators (KPIs) : Your main business  objectives and key results  and the analytics you will use to evaluate success, including everything from conversion rates to social media metrics to cost per click or result Media strategy : Your budget, ideal media and media to avoid (both paid and unpaid), key messages, CTA (call to action), specifications, deliverables, and timeline Implementation, evaluation, and measurement : When and how you’ll launch, monitor, and measure the ad campaign’s effectiveness

6. The media planning process follows this path: Conduct research and analysis . Hold meetings with stakeholders to discuss previous campaigns. Determine intended audiences and geographies. Define your objectives and KPIs . Determine and capture them in your media plan. Create your budget and budget tracking spreadsheet . Create your key messages and CTA, and define your timeline and deliverables with specifications. Capture all of this in your media plan. Reach out to media channels or work with media planners to do so. Map out what you are going to do and when you are going to do it. Launch and regularly monitor your ad campaign . Take note of what is and isn’t working, and adjust your strategy. Do A/B testing to gauge if different headlines or images will deliver better results. At the end of the ad campaign, measure final results in terms of how well they’ve met your KPIs

7. What is the difference between media planning and media buying? Media buying is what happens after your media plan is complete—they work hand in hand. Media planning sets the parameters for the media buying. Media buying involves evaluating all media advertising options within your budget parameters in order to determine which audiences, ad types, and combination of media channels will help deliver the best possible campaign results, then purchasing those ads. Often, brands work with media planners to buy advertising media. Media buying focuses on paid media

8. Media plan: Factors, Type and choice criteria Factors of Media Planning ·          Reach.   Expressed as a percentage , reach is the number of individuals (or homes) you want to expose your product to through specific media scheduled over a given period of time. ·          Frequency.  Using specific media, how many times, on average, should the individuals in your target audience be exposed to your advertising message. It takes an average of three or more exposures to an advertising message before consumers take action. ·          Cost per thousand.  How much will it cost to reach a thousand of your prospective customers (a method used in comparing print media )- To calculate CPM, divide the total cost of an ad campaign by the total number of impressions, then multiply by 1,000.  ·         

9.   Cost per point.   Cost per point (CPP) is a metric used in advertising to calculate the cost of reaching a certain percentage of an audience .  It's used to compare the cost effectiveness of different media options, like radio, TV, and billboards.  Impact.  Does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality? ·         Selectivity.  To what degree can the message be restricted to those people who are known to be the most logical prospects?

10. MEDIA TYPES NEWSPAPER MEDIA ADVERTISING RADIO ADVERTISING MEDIA TELEVISION MARKETING MEDIA

11. Reach and frequency Reach and frequency are metrics used to measure how many people see an ad and how often they see it. They are important for understanding how well an advertising campaign is performing.  Frequency looks at the number of times an ad for a particular campaign is displayed to a given unique user. If a campaign has a high frequency, it means that the ads are serving multiple times to the same unique users.

12. Advertising cost of sales ( ACoS ) is a metric that measures the cost of advertising in relation to sales. It's a percentage that compares the amount spent on advertising to the amount earned from that advertising Advertising cost of sales (ACOS) is a metric that measures ad spend and ad revenue. It's used to help determine the success of a brand's ad campaigns.

13. COST OF ADVERTISEMENTS ACoS stands as an essential tool for e-commerce businesses to measure the efficiency and profitability of their advertising campaigns .  It serves as a direct reflection of how well your ad spend translates to sales revenue.  A lower ACoS indicates that you’re spending less to achieve a sale, making your advertising campaign more efficient Conversely , a higher ACoS could signify that you’re potentially over-investing for each sale, which could cut into profit margins.

14. E-commerce Platforms:  Businesses selling products online, especially on platforms like Amazon, frequently use ACoS to monitor and refine their advertising strategies. Digital Advertising Agencies:  These entities use ACoS to provide clients with insights on campaign performance and to guide optimizations. Drop shipping Businesses:  As advertising often constitutes a significant expense for dropshippers , ACoS helps maintain profitable campaigns.

15. Advantages and Disadvantages of ACoS Advantages:  Direct ROI Insight: ACoS provides businesses with a tangible and direct measure of the returns on their advertising spend. Comparative Analysis: ACoS allows businesses to compare campaigns and understand which ones yield the best returns.

16. Disadvantages: Doesn’t Consider Full Sales Funnel: ACoS focuses purely on sales, potentially neglecting the broader impact of advertising on brand awareness or customer loyalty.  Potential Misinterpretations: Without proper context, a high ACoS might be misinterpreted as negative when it might be justified by high customer lifetime values.

17. STRATEGIES & BEST PRACTICES FOR MANAGING ACOS Continuous Monitoring:  Regularly track your ACoS values to ensure they align with your profit margin goals. Competitor Benchmarking:  Compare your ACoS values with industry averages or competitor data, if available. Holistic Ad Strategy:  Balance ACoS with other metrics like Total Advertising Cost of Sale ( TACoS ) to get a more comprehensive understanding of your advertising’s impact. Keyword Refinement:  Regularly review and optimize the keywords used in advertising campaigns to ensure they’re relevant and high-converting. Ad Placements:  Analyze where your ads are displayed and consider reallocating your budget to the most profitable placements. Optimize Ad Creatives:  Ensure that your ad designs, copy, and calls-to-action resonate with your target audience to maximize conversions.

18. MEDIA STRATEGY AND SCHEDULING Meaning of Media Scheduling  When an advertiser decides the media channel for their advertising, then the next step is to make a decision regarding media scheduling. Media scheduling refers to the process of making a decision regarding the time and date that when the advertisement appears, the frequency of ads, etc. Advertisers have to choose the best time for maximum customer response.

19. What Is Media Planning? Media planning is the process of determining how, when, and to what audience a branding or advertising message will be delivered. A media planner analyzes how a message is intended to support a marketing or advertising strategy and then develops tactics to share that message in the right places with the right people. At an advertising or marketing agency, the duties of a media planner might be assigned to a content director, marketing manager, account manager, or combination of people with knowledge of media, budgeting, content creation, and other areas of expertise related to marketing.

20. Media Strategy in Advertising Every work to be done needs a plan of action so that the work is done in a desired and correct manner. Media Strategy plays a very important role in Advertising . The role of Media Strategy is to find out the right path to transfer or say deliver the message to the targeted customers . The Media Strategy process has three “W”s to be decided. They are Where to advertise? When to advertise? What media type to use

21. Where to advertise Where is the place for showing or delivering advertisement. In short it means the geographical area from where it should be visible to the customers who use or are most likely to use the product or services offered. The place does not mean only TV or radio but it can also be newspapers, blogs, sponsorships, hoardings on roads, ads in the movie break in theatres, etc. The area varies from place to place like it can be on national basis, state basis and for local brands it can be on city basis.

22. When to advertise? When is the timing to show or run advertisement. For e.g. you cannot show a raincoat ad in the winter season but you need to telecast ad as soon as the summer season is coming to an end and rainy season is just about to begin. The ad should be delivered with perfect timing when most customers are like to buy the product. The planners need to plan it keeping the budget in mind as the maximum of 20% of revenues of the company can be used in the advertisement section. Different products have different time length for advertisements. Some products need year long ads as they have nothing to do with seasonal variations e.g. small things like biscuits, soaps, pens, etc and big services like vehicle insurance, refrigerators, etc. Some products need for three or four months. E.g. umbrellas, cold creams, etc. So the planners have to plan the budget according to the time length so that there is no short of money at any time in this process.

23. What media type to use? What is what type of media is to be used for delivering the message. There are basically two media approaches to choose from. Media Concentration approach Media Dispersion Approach

24. Media Concentration approach In media concentration approach, the number of categories of media is less. The money is spent on concentrating on only few media types say two or three. This approach is generally used for those companies who are not very confident and have to share the place with the other competitors. They don’t want anyone to get confused with there brand name so this is the safest approach as the message reaches the target consumers.

25. Media Dispersion Approach In media dispersion approach, there are more number of categories of media used to advertise. This approach is considered and practiced by only those people who know that a single or two types of media will not reach their target. They place their product ads in many categories like TV, radio, internet, distributing pamphlets, sending messages to mobiles, etc.

26. Selection of Media Category Whichever category is selected by the planners of the organization, they should select a proper media to convey their message. If the product is for a big amount of customers then a mass media option can be selected like TV, radio or newspaper. The best examples for this type are detergent ads, children health drinks and major regular used products such as soap, shampoo, toothpastes etc. If the planners want to change the mind of people doing window shopping or just doing shopping for sake of name, then point of purchase type can be opted by the company. This helps the company to explain their point to the buyers and convince the buyers to go for their product. If the planners want to sell their product on one to one basis, then the third option is direct response type. Here, the company people directly contact the customers via emails, text messages, phone calls or meeting for giving demos. The best example of this type of media is the Life cell Cord Blood Banking. They go to their customers, explain them what it is all about and try to convince them. Thus, this process of media strategy plays an important and vital role in the field of Advertising.

27. MEDIA SCHEDULING After selecting the appropriate media vehicles the media planner decides how many space or time unit to buy each vehicle and schedules them for release over a period of time when consumers are most apt to buy the product To build continuity in a campaign, planners use three principal scheduling tactics

28. Continuous  - Advertising runs steadily and varies little over the campaign period. This type of scheduling spreads advertising at a steady level over the entire planning period (often month or year, rarely week), and is most often used when demand for a product is relatively even Fighting-   Fighting alternates periods of advertising with periods of no advertising. This intermittent schedule makes sense for products and services that experience large fluctuations in demand throughout the year. The advertiser might introduce the product with a four-week fight and then schedule three additional four-week fights to run during seasonal periods later in the year. Pulsing-   It mixes continuous and fighting strategies Bursting-    Running the same commercial every half hour on the same network during prime time Road blocking-  Buying air time on all three network simultaneously Blinking-   Digital equipment used a scheduling tactic called blinking to stretch it slim ad budget. Example:  to reach business executives it flooded the airways on Sundays. to make it virtually impossible to miss the ads.