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Ad e i ing Agencie
Businesses need advertising agencies to help them generate awareness, and more importantly, interest in their offerings. This is one of the best resources out there for finding those who can best utilize the advertising media, ad e i ing agencie .

In pi a ional Re o
Internet Research

ce

Leadgen

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Ad e i ing Media Planning: A P ime

1. In od c ion
The two basic tasks of marketing communications are message creation and message dissemination. Media planning supports message dissemination. Media planning helps you determine which media to use--be it television programs, newspapers, bus-stop posters, in-store displays, banner ads on the Web, or a flyer on Facebook. It also tells you when and where to use media in order to reach your desired audience. Simply put, media planning refers to the process of selecting media time and space to disseminate advertising messages in order to accomplish marketing objectives. When advertisers run commercials during the Super Bowl game at more than $2.5 million per thirty-second spot, for example, media planners are involved in the negotiation and placement. Media planners often see their role from a brand contact perspective. Instead of focusing solely on what medium is used for message dissemination, media planners also pay attention to how to create and manage brand contact. B and con ac is any planned and unplanned form of exposure to and interaction with a product or service. For example, when you see an ad for Volkswagen on TV, hear a Mazda's "zoom zoom" slogan on the radio, are told by a friend that her iPod is the greatest invention, or sample a a new flavor of Piranha energy drink at the grocery store, you are having a brand contact. Television commercials, radio ads, and product sampling are planned forms of brand contact. Word of mouth is an unplanned brand contact -- advertisers normally do not plan for word of mouth. From the consumer's perspective, however, unplanned forms of brand contact may be more influential because they are less suspicious compared to advertising.
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T . N I . S 16.9 .[1] S , . A . A , ) , R ? R ' P .[2] O . F , . W -, , F S . . I , W . M 2003 1,073 T . N T ' . P , G , M , .[7] M S ' ," , .[4] M , . I .[5] F B -A " " .[6] , R B 13, 426 15 , C , . B C K ' , P +B , . A . (CP+B) "H S -. W ' P , , . F . T 80% , , , , . T . I , , TV ( , 2005-2009, 4.2 $68.62 2009, -, , , --

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, P&G' , . I ' P ' M , -' -," . "F G U.S. T , P&G . . M F . M . T 18-40 . I how man , . T , . F . T , P&G' : , , G .[9] F . P&G , P&G F 25% $1 , F ' D $5 S B UFO . T TV , 180,000 . "W ' , , S , F F P&G' G

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. (2.1. 2.2.) . Y . ' .

T Y

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2.1. Targe A dience T arge a dience: . B , . T , A , C F . F ' , " , " . M . I ' -. F " S , , 2006 S N ."[11]
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2.1.1 Demographics and Ps chographics The a ge a die ce i f e defi ed i e f de g a hic a d ch g a hic . S dica ed e ea ch e ice ch a Si Ma e Re ea ch B ea (SMRB Si ) a d Media a Re ea ch I c. (MRI) ide a i a da a a be f demographics f U.S. c e , i c di g ge de , age, ed ca i , h eh d i c e, a i a a , e e a , e f e ide ce, a d be f chi d e i he h eh d. U i g de g a hic a iab e , f e a e, he a ge a die ce f a edia a c d be "i di id a h a e 26- -45 ea d i h ea h eh d i c e f $50,000 e" "a h eh d i h chi d e age 3 ea ge ." S e ad e i e be ie e ha de g a hic defi i i f a a ge a die beca e i di id a c e ha fi ch defi i i ca be i e diffe efe e ce a d cha e beha i . F e a e, hi ab he de E e h gh e f he a e he a e age a d ge de , he a i e h a e, ha , ce ea , c hi g, a d he d c . The ef e, ch g a hic efi e he defi i i f he a ge a die ce. ce a e a big , e i e f hei b a d i a edia a i g c a . diffe e b a d f edia a e e

Ps chographics i a ge e ic e f c e ' e ai ai ( e i , f , c e a i e), be ief a d a i de ab cia i e ( i i ab ab i , e i e , g ba i a i ), e a i e e ( ic, , ie g i g), a d h i g ie a i ( ec ea i a h e , ice- e i i e h e , c e ie ce h e ). Ma da, f e a e, d e ' defi e i a ge a die ce b age, i c e ge de , b b ch g a hic i ci e . Ma da a ge e e h ha e a eed f e f-e e i , ae g a hea , a d e d i e.[12] O e ch g a hic e hich edia a e f e e i ca ed VALS ( h f Va e A d Life eS), hich a de e ed b SRI i he 1980 . VALS ace U.S. ad c e i e f eigh eg e ba ed hei e e he VALS e i ai e. The eigh eg e a e: I a , Thi e , Achie e , E e ie ce , Be ie e , S i e , Ma e a d S i . Each eg e ha a i e e f ch gica cha ac e i ic . F e a e, I a a e " cce f , hi ica ed, a e-cha ge e e i h high e f-e ee . Beca e he ha e ch ab da e ce , he e hibi a h ee i a i a i i a i g deg ee . The a e cha ge eade a d a e he ece i e e idea a d ech gie . I a a e e ac i e c e , a d hei cha e ef ec c i a ed a e f ca e, iche d c a d e ice ."[13] Defi i g a a ge a die ce b ch g a hic a iab e he c ea i e di ec i h he de e e f ad e i i g a ea b a edia a e i h he e ec i f effec i e edia cha e . If a ch g a hic g f c e i e a i g g f, f e a e, he a e i e ead g f- e a ed aga i e a d i i g f- e a ed Web i e . 2.1.2. Generational Cohorts I addi i de g a hic a d ch g a hic , generational cohort i a he ef c ce f e ec i g he a ge a die ce. Beca e he e be f a a ic a ge e a i a c h ae i e ha e had i i a e e ie ce d i g hei f a i e ea , he ai ai a a g cia ie , a i de , a d a e . Ge e a i a c h i he U.S. a e he Bab B e (ab 70 i i e e b 1945-1964), Ge e a i X (ab 17 i i e e b i 1965-1978), a d Ge e a i Y (ab 60 i i e e b be ee 1979 a d 1994). Each f he c h e e di i c cha ac e i ic i hei ife e a d f e e e a a efe e ce g f hich fi e eg e f he a ge a die ce ca be e ec ed f ecific ad e i i g ca aig . A i e e i ge a e f a ge e a i a c h i " ga " i Ja a . O igi a i g f he df "high ch ," ga a e a i e eg e f g e i ba Ja a h c ic di a hei di ab e i c e h gh i e a e i fa hi , ic, a d cia ac i i . The ha e he ei e i e i e e a f i g e ec ic gadge . F e a e, he a ed cha gi g bi e h e ' i g e f b i g bee ai a g a d cha gi g c ee a e f d defa c e ic e . Ma fac e b e e ga a d i e ha he a i a i fac ab he d c . I e ca e , a fac e i i i a e he e age ha ga a e i e ed a d i c a e he e age a f hei e c e cia
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.[14]

2.1.3. Product and Brand Usage T categor brand usage ( usage ( : . F , : , :" ." T " " S " . Brand lo als users . Brand switchers . A . S . 2.1.4. Primar and Secondar Target Audience T , . I ; I . M . 2.1.5. The Si e of Target Audiences I -26, . 2,000,000 , U.S. C S B [17] . W MRI U.S. C , . T . -44 , . K . F U.S. A , , , , , ' , ' . T , . . A [15] MRI [16] ." , . Primar ; 1 . T ' . E S , , S 30 , 30 . F , 2 , S ' , K . T . P D ). P

U.S. 4,000,000 U.S.

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2.2. Communication Goals A (

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. F . A H T -' ARF , . Vehicle distribution . Vehicle e posure , Advertising e posure I . F , , . A Advertising recall , 50% 3000 . leads and sale . F , . A , , , A R F

, 25 . T , F 1. T -, . . (ARF).[18]

75

68 .[19] V . I ,

, , advertising persuasion . E , ,

Figure 1 ARF Model E panded for Interactive 2.2.1. Reach, Frequenc M , , . W . F 18-25 , . B 20 (20%) . M . B B . I 42% ,
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and Gross Rating Points

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S M

, . A

GRP , S

2*42 = 84. GRP ' 6 ( . F GRP .[20] GRP : GRP GRP. T S . A , , . , 1/3 , 42, ) . D , , . T 14% . T ' U.S. . T GRP : . F /R , - GRP 1.5 84 , . . M 56, , ' . T , . F GRP B -, , N 42 ) 2. S TV 84 GRP

42. A 53% N . T ' GRP 84. B . R , GRP TV

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M , . T ? .

frequenc ;

distribution ,

Effective frequenc , effective reach M . T . I

(% , ,

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B H

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0 1 2 3 I , . GRP

30 19 28 23 , 51 144 , 28 70, , T 9B. T , 19 , 23 , 30% 2.1. T 30 . . I 2 3

2.2.3. Se ing Comm nica ion Goal M , 100 , , ' M , : W . F , [22] N M M , P " when , . I W J ' W. O , 3, . A . F " "N , ." A "+.2" . A . M
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. Table 4 The Ostrow Model of Effective Frequenc L M E H H L L L T M L H C P L H L M L F H C F H W . F , . I , . I . F , . B . , . M , , , F -.2 -.2 -.2 -.2 -.2 -.2 , ( -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 H N L P M L ARF F 9A) F -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 H L N I H L S R F -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 N L L S F H T F F A H R F

3. Media Strategies
M ( ), : ( ( ). M ,
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),

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. T , G 1% R , . 3.1. Media Mi Decisions W . T . W TV, , , , , , , . T . T , . T . 3.1.1 Mi Strateg : Media Concentration vs. Media Dispersion A ' . T ' . F C M . Share of voice . A , . B " . I , . F 30% . B
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P " - , . I -" . I ,

& . ,

, 20% , . L '

?M , , -

, , . F . S , , ,

media concen ra ion approach . T . M , , N K 99% ' S K

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, , , ' I 30% media dispersion approach , ,

I I

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Advertising Media Planning and Strategy - Internet Advertising - Advertising A

in p in maga ine a ell a on Web i e migh each 50% of he a ge a dience. Media planne al o like he di pe ion app oach fo he einfo cemen ha i b ing -- con me ho ee m l iple ad in m l iple media fo a gi en b and ma be mo e likel o b . Table 5 ill a e he media concen a ion and media di pe ion app oache o he media ca ego alloca ion fo h ee h po he ical b and of fa ig e elief medica ion. Ad e i e of Zipi m ook a media di pe ion app oach b alloca ing he b dge ela i el e enl ac o all fo media ca ego ie , hile ad e i e of Pep ac and Ene id ook a media concen a ion app oach b pending he b dge in one o o media ca ego ie . Table 5 H pothetical Media Mi and Share of Voice Compe ing B and Zipi m OTC Pep ac Ene id To al Spend b Ca ego Zipi m OTC Pep ac Ene id To al % Tele i ion $400,000 $600,000 $0 $750,000 Maga ine $250,000 $250,000 $0 $500,000 Di ec Mail $200,000 $0 $0 $200,000 In e ne $300,000 $0 $600,000 $900,000 To al Spend b B and $1,150,000 $850,000 $600,000 $2,600,000

B and ' Voice in Each Ca ego 40% 60% 0% 100% 50% 50% 0% 100% 100% 0% 0% 100% 33% 0% 67% 100% 44% 33% 23% 100%

No ice he ha e of oice fig e fo he h ee b and in ele i ion. Zipi m ge a 40% ha e of oice in ele i ion beca e i pen $400,000 o of he o al of $1 million pen on ele i ion ad e i ing b fa ig e emed medica ion . Pep ac ge 60% beca e i pen $600,000 o of he $1 million pen on TV. Ene id ecei e a 0% ha e of oice in TV beca e i pen no mone in ha media ca ego . Pep ac enjo a dominan ha e of oice in ele i ion beca e i ha he highe pe cen age of pending in ha ca ego . Looking ac o he o he media ca ego ie , e ee he effec of a concen a ed e di pe ed media app oach. Al ho gh Zipi m pend he g ea e amo n of mone , i onl achie e dominan ha e of oice in one of he fo media ca ego ie d e o di pe al. Each of he o he b and al o domina e one ca ego . Fo e ample, Ene id concen a e all of i pending on he In e ne . Th , al ho gh Ene id ha a mall b dge , i manage o domina e ha one ca ego h o gh i concen a ed media app oach. The media concen a ion app oach i of en p efe able fo b and ha ha e a mall o mode a e media b dge b in end o make a g ea impac . Fo e ample, GoDadd .com, an In e ne ho ing e ice, bo gh o po in he S pe Bo l in 2005. Beca e of he con o e ial na e of he ad, Fo Ne o k canceled he econd n of he ad. The con o e o e he p lled ad e l ed in mo e han $11 million of f ee p blici .[27] The ingle paid ad pl hea media co e age of he inciden g ea l inc ea ed he a a ene of GoDadd .[28] The po al o ea ned GoDadd a 51% ha e of oice, a pe cen age hich ome a i he la ge ha e of oice a ib ed o an S pe Bo l ad e i e e e .[29] 3.1.2. Media Categor Selection Whe he media planne media ca ego (ie ) fo
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elec media concen a ion o media di pe ion, he ill m pick he he media plan. Diffe en media ca ego ie i diffe en media objec i e .
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M , . I , . F , , F , I T . F , , I . R I ' . 3.2. Geog aphic Alloca ion Deci ion I . I ( M T . F M . F F , C . T T M ' (M M

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TVW . M . T '

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13/23

), (

po app oach

, . A , . A R I D ' I (CDI) . , BDI . BDI : X' S T B I (BDI) . N . . BDI , F S , '

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BDI = ----------------------------------------------- X 100 Ma ke X' Sha e of U.S. Pop la ion Con ide he BDI fo i i o o he a e of Lo i iana -- he geog aphic concen a ion of people ho a el o Lo i iana fo b ine o plea e. The BDI fo Ho on i 658 beca e Ho on i 1.8% of he U.S. pop la ion, b Ho onian make p 11.8% of i i o o Lo i iana (100 * (11.8%/1.8%) = 658). Beca e Ho on' BDI i highe han 100, i mean ha man mo e Ho onian come o Lo i iana han he a e age f om o he ci ie . In con a , he Ne Yo k Ci a ea ha a e lo BDI of onl 10 beca e e en ho gh Ne Yo k Ci ha 7.2% of he U.S. pop la ion, hi ci con ib e onl 0.7% of i i o o Lo i iana.[30] Thi di pa i in BDI infl ence Lo i iana' ad e i ing a eg . Media planne ill end o alloca e mo e e o ce o high BDI ma ke (g ea e han 100) han o lo BDI ma ke . The poin i ha e en ho gh Ne Yo k Ci ha a m ch la ge pop la ion, i ha a m ch lo e concen a ion of a ele o Lo i iana. Gi en ha he co of ad e i ing i of en p opo ional o he pop la ion i eache , ad e i ing in Ne Yo k Ci ill be fa mo e e pen i e han ad e i ing in Ho on. Beca e ch a lo pe cen age of Ne Yo ke a el o Lo i iana, ad e i ing o Ne Yo ke ill be le effec i e han ad e i ing o Ho onian . BDI doe n' ell he hole o , ho e e , beca e BDI onl mea e he concen a ion of c en ale . BDI doe n' eflec he concen a ion of potential ale a mea ed b ale of he en i e p od c ca ego . So, media planne e ano he n mbe , CDI, in addi ion o BDI hen alloca ing e o ce fo po ad e i ing. CDI i a mea e of a p od c ca ego ' pe fo mance in a gi en geog aphic ma ke in compa i on o i a e age pe fo mance in all ma ke in he co n . The ale of a p od c ca ego incl de he ale of all he b and ( he compan ' and compe i o ' b and ) o a lea all majo b and ha fall in he ca ego . The CDI fo m la i : Ma ke X' Sha e of To al Ca ego Sale

CDI = ---------------------------------------------------- X 100 Ma ke X' Sha e of U.S. Pop la ion No ice he imila i ie and diffe ence of he CDI fo m la compa ed o he BDI fo m la. The denomina o of he CDI fo m la i he ame a ha of he BDI fo m la, b he n me a o fo CDI i he ha e of he p od c ca ego in a gi en ma ke . Fo e ample, if he ale of he p od c ca ego in Ma ke X acco n fo 2 pe cen of i o al ale in he U.S. and he pop la ion in ha ma ke i 3 pe cen of he U.S. pop la ion, hen he CDI fo ha ma ke ill be 67, hich i 33 pe cen belo he a e age of 100. Tha mean a poo e - han-a e age con mp ion of he p od c ca ego , hich mean ha Ma ke X ma be le p omi ing fo po ma ke ad e i ing. On he o he hand, ma ke i h a high CDI (highe han 100) ma be a be e ma ke fo ha p od c ca ego . Beca e BDI and CDI can a independen l , media planne e bo h n mbe o g ide alloca ion deci ion . In gene al, BDI eflec he concen a ion of e isting ale hile CDI eflec he concen a ion of potential ale in a geog aphic egion. Re ning o he e ample of lei e boa , e find ha a e ch a Califo nia, Flo ida, and Michigan ha e high CDI . Ye he make of a line of mall boa ha a en' i able fo he ocean ma ha e e high BDI in Michigan b a e lo BDI in Califo nia and Flo ida. Beca e a BDI o a CDI fo a gi en ma ke can each be ei he abo e o belo he a e age, he e ill be fo po ible combina ion , a ho n in Table 6. The fo combina ion ep e en o e eme ca e and o mi ed ca e . A he one e eme, in a ma ke i h bo h a high CDI and a high BDI (bo h abo e 100), media planne ill eek o main ain high ma ke ha e (implied b high BDI) and migh e en con ide mo e ad e i ing o gain ma ke ha e beca e of he good ca ego po en ial (implied b high CDI) of he ma ke . A he o he e eme, in a ma ke i h bo h a lo CDI and a lo BDI, media planne ma e che pending hei ad e i ing dolla he e d e o he lo concen a ion of po en ial con mp ion -- he mall boa make ma igno e Ne Me ico.
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Table 6 Four Scenarios of BDI and CDI CDI High BDI High Low High CDI High BDI High CDI L BDI Low L CDI High BDI L L CDI BDI

The i ed ca e e e e i a i i hich he e ce age f b a d a e i a egi diffe ig ifica f he e ce age f ca eg ae . A a e i h a high CDI a d a BDI de e e e i c ide a i beca e i gge a a ge i f i c ea ed a e . Bef e de i g ad e i i g d a , he c a i a de a d h i ha ch ae f i ba d( BDI) i a a ea i h high ca eg ae . F e a e, he a e f a b a a ea ha Ca if ia d ' b he b a d' b a beca e he b a a e i ab e f he cea . If he ca e f he ba d e f a ce ca be ide ified a d ed ( ch a b cha gi g he d c fi di g be e di ib i ), he e ad e i i g h d be h hi e. A CDI a d high BDI e e e he e iab e i i f e i g e i a a e ha d e he i e b d c i ha ca eg . A a e i h CDI a d a high BDI e i e c ad e i i g ai ai he e i ba d e f a ce. i ed

O e a ach e ce a ca i e a eigh ed f BDI a d CDI -e di g e i each ge g a h i i ac bi ed BDI CDI c e. Wi h hi a ach, edia a e eed fi a ig a eigh he BDI a d he CDI. The e eigh e e e he e a i e i a ce f he BDI a d CDI, a d he f eigh h d e a 1. O he e ha d, edia a e igh ch e a high eigh CDI if he fee hei b a d i e e e a i e f he b ade ca eg a d he e ec hei b a d a ai a ge g a hic a e f a e ha a che ha f he ca eg . O he he ha d, he igh ace a high eigh BDI if hei b a d i i e, he ca eg i e di e e, he c a a g ae a gc e c e . C i a f a B ide a h he ica e a e i hich a edia a e hi he BDI i h ee i e e a ha he CDI i a ca i g e di g. He he d e a eigh f .75 i h he BDI e a d .25 i h he CDI a e f each ge g a h ca c a e a eigh ed a d a e ce age each f he a e . The , he ca e he e ce age a a ba e f e di g a ca i i each e , a h i Tab e 7. Tha i , Ma e A i ecei e 16 e ce f he edia e di g, Ma e i ecei e 22 e ce , a d . A he e ce age added ge he i e a 100 e ce .

Table 7 H pothetical Spending Allocation in Markets with 75% BDI and 25% CDI Ge g a hic BDI Ma e N Ea Ce S We Media a h h 74 111 93 139 83 CDI 89 99 129 109 74 75% Weigh ed BDI 56 83 69 104 63 25% Weigh ed CDI 22 25 32 27 19 Weigh ed S 78 108 102 131 81 S e di g Pe ce age 16% 22% 20% 26% 16%

a e ca e a he i de -- g h e ia i de (GPI) -a e g h i ie i ge g a hic a e . GPI i i he a i f he CDI e he BDI a d i e a f a if i g he di c e a c be ee ca eg a e ( he e ia a e f he a e ) a d b a d a e (c e ae ) ea e f he g h e ia f a b a d i a a e . The f a f he

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GPI i a f

Ma e X' CDI GPI = ---------------------- X 100 Ma e X' BDI F e a e, if Ma e X ha a CDI f 120 a d a BDI f GPI gge ag h e ia f 50% i hi a a e a i d e a i ide, a e dg 50%. ecific c di i f a high GPI a e bef e a ca g h. Whe a b a d e i a a e , he GPI addi i a ad e i i g e di g. 3.3. Media Sched le Decisions Ha i g decided h ad e i e ( he edia i ) a d he e ad e i e (a ca i ac ge g a h ), edia a e eed c ide hen ad e i e. Gi e a fi ed a a b dge , h d a h ecei e e a a f e h d e h ecei e e f he b dge hi e he h ecei e e hi g? Media a e ca ch e a g h ee e h d f ched i g: c i i , f igh , a d e. Continuit scheduling ead edia e di g e e ac h . F e a e, i h a a a b dge f $1,200,000 a ea , c i i ched i g d a ca e e ac $100,000 e h. Thi e h de e ead b a d e e e each cha e c c e f i di id a c e . I a a e ad a age f e di c i edia b i g. H e e , beca e c i i ched i g a e i e a a ge b dge , i a be ac ica f a ad e i e . The flight scheduling a ach a e a e ad e i ce ai h a d ad e i i g a a i he Pa e B he igh c ce a e i ad e i i g i b a d ga e a gif f he h ida . O , i h he diffe e b a d c d e d $200,000 e hd J , Se e be a d Dece be -- a d e d hi i ac f ad e i i g i he e i h ca a i g ac h , i h hea ad e i i g i h . F e a e, a b a d ga e a e i e he fa he i ha a e e b a e b dge f $1,200,000, f e a e, a i g each f i h -- Ja a , Ma ch, Ma , g d i g he he h , i h e ha he i he f i g h. f 80, he he GPI i be 150. e -- ha if he b a d da Of c e, edia a e h i g e ce a e he ca faci i a e he e ec i f Thi high a e e i ha d e a i e he e ibi i ie f a e f

Pulse scheduling c bi e he fi ched i g e h d , ha he b a d ai ai a e e f ad e i i g ac a h b e d e i e ec ed h . F e a e, a ai i e i e U i ed Ai i e igh e a e e f c i ad e i i g ai ai b a d a a e e a g b i e a e e . U i ed Ai i e igh a ha e ea a e e ice i e - ea c e f c i e . I b dge a ca i e , ac e g d ba d a e d $5,000 i each f he e e h ai ai he b a d a a e e a d e d a addi i a $10,000 i Ja a , Ma ch, Ma , J , Se e be a d Dece be a ac b a d i che f c e i g b a d . The e ched i g e h d a e ad a age f b h he c i i a d f igh ched i g e h d a d i iga e hei ea e e . H e e , hi d e ea i i g d f a d c a d e ice . Which e h d i he a ia e f a gi e ca aig de e d e e a i a fac . H d edia a e f ad e i i g de e d c e ' i e a be e ec a gc i i , f igh , a d e ched i g a ache ? The i i g h ee fac : ea ai , c e ' d c cha e c c e, a d ee deci i - a i g a d c i .

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Refe ence
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