Dr.

Kwangmi Ko Kim Advertising Campaign (Fall 2005)

The second part of Paper III has three major sections: Media Objectives - Media
Strategies -- Media Tactics (Executions
Media Objetives
Out!ine "hat the media p!an is expected to accomp!ish#
$ecause the media objectives te!! "hat is to be accomp!ished% the& do not mention
specific media se!ection &et# Media se!ection is at the strateg& !eve!' objectives dea! on!&
"ith "hat is to be done#
Poor examp!e : (se net"or) te!evision to provide broad nationa! coverage
- (se media that "i!! provide broad nationa! coverage to support
nationa! sa!es and distribution
Media objetives an ta!e man" #orms and over man" di##erent areas$ %owever& t%e
#ollowing objetives are basi to most media plans.
Target *udience : "hom are &ou tr&ing to reach+
,each-.re/uenc& : Present re!evant !eve! of ,each and (*verage .re/uenc& for a 0-"ee)
period# .or examp!e% ,each 123% and *verage .re/uenc& 4#
.irst% &ou need to consider "hich one is more important for &our advertising
objectives since there is trade-off bet"een ,each and .re/uenc&# --5o &ou "ant
reach+ Or more fre/uenc&+ 6hich is more important+
777 8enera! ,u!e of Thumb777
If &ou "ant to increase broad range of a"areness% coverage is more
important# So% focus on ,each#
If &ou "ant to attract ne" customers nationa!!&% emphasi9e ,each#
I. &ou "ant to ho!d current users in )e& mar)ets% increase .re/uenc&#
If &ou "ant to focus on convincing &our target audience that &our brand
is better than $rand $% :exposure; is more important# So%
fre/uenc& needs to be emphasi9ed#
<o" much :.re/uenc&; is enough+ --;Effective .re/uenc&; Three p!us ru!e
6hat is proper :,each; !eve!+ - t&pica!!& bet"een 423-123
(se Ostro" Mode! (p# ==>% Media .!ight P!an boo)
8eographic coverage (,egiona!it&: 6here shou!d advertising be p!aced+ Is there a need
for certain geographic emphasis+ .or examp!e% top ?4 or top 42 5M*s#
@reative imp!ications : 5oes the cop& p!atform or creative strateg& have an&
imp!ications for p!anning media+ (Sometimes the creative strateg&% b& its
nature% can !imit se!ection p!anning to a sing!e medium#
Promotion support : Inc!ude if media "i!! be needed to support promotion effort#
Trade @ommunication : If app!icab!e% indicate "hat media need to do to support trade
consumers#
$udget !imitation: Put &our "or)ing media cost here#
'(ample$
,each-.re/uenc&: Provide average reach% >23 "hi!e maintaining average fre/uenc& of 0#2#
,egiona!it&: (se nationa! media to support nationa! distribution and sa!es% but a!so provide
advertising heav&-up in the top 42 mar)ets that are !ocated in the 6est and South regions#
Seasona!it&: Aear-!ong advertising is desirab!e% but it is far more important to provide
ade/uate advertising "eight during the pea) se!!ing seasons: for examp!e% the summer se!!ing
seasons% bac)-to-schoo! (*ugust-September% and ho!ida& gift giving periods (5ecember-
Banuar&
@reative imp!ications: Primar& media must provide for visua!i9ation of the product#
Primar& media must be ab!e to accommodate the commercia! jing!e#
Promotion support: Provide media support for the nationa! couponing effort schedu!ed for
*ugust#
Trade @ommunication:
o Provide for strong communication "ith the retai! trade in order to bui!d
a"areness and encourage stoc)ing of the brand#
o Provide media specifica!!& to reach bu&ers and managers of food% drug% and discount
stores#
$udget: The forgoing media objectives are to be accomp!ished "ithin a "or)ing media
budget of C=2#4 mi!!ions#
5r# D"angmi D# Dim Advertising Campaign (MCOM ))*& Fall 2005)
Media +trateg"$ ,n t%is setion& "o- need to reommend t%ree main t%ings$ media
mi(& s%ed-ling& weig%ting o# .ea% and Fre/-en" b" seasonalit" and regionalit".
+teps to #ollow$
0. 1arrow down "o-r media options b" dis-ssing ea% #ator2iss-e.
2. A#ter narrowing t%e %oies o# media& "o- need to %oose t%e relevant
media mi( #or "o-r ampaign.
3. 4%en& reommend media #ormat #or ea% medi-m i# appliable. For
e(ample& i# "o- %ose 45 as part o# media mi(& "o- need to reommend
spei#i 45 #ormats (e.g& able 45& networ! 45& s"ndiated 45)
=# The fo!!o"ing five factors shou!d be considered and discussed before ma)ing decisions
on Media Mix
Target audiences use of media class (Quintile Ranking)
(sing the Euinti!e information from M,I% consider media c!asses that have high
/uinti!e ran)ings (i#e#% high index in Euinti!e I and II% and !o" index in Euinti!e IF
and F against &our target audience# - 4%is means "o- %ave to -se a rig%t M.,
table #or "o-r target a-diene.
Advertising Objective
Is &our advertising objective met better "ith a set of media mix than others+ -
net"or) TF to maximi9e reach /uic)!&% radio to increase fre/uenc& among se!ected
target% ne"spapers or maga9ines for informative% comp!ex information de!iver&
Bustif& &our recommendation through demonstration of &our )no"!edge on
characteristics of different media# *!most a!! the textboo)s on mass communication%
inc!uding the one for &our Media P!anning @ourse% address this issue#
Creative Constraints
5oes &our creative strateg& re/uire certain media than others+ (e#g#% te!evision for
demonstration% vivid co!or for maga9ine and TF% jing!e and cath& phrases for radio
and TF# Exp!ain "h& and "h& not#
$udget constraints
@onsider the cost to bu& time and space in each medium# *!so% consider the genera!
cost efficienc& (@PM#
Gote that the t"o t&pes of costs are different# .or examp!e% net"or) TF time (:unit
cost; is expensive to purchase% but ver& cost efficient (!o" @PM# On the other
hand% consumer maga9ines are both expensive (than GPs to purchase and not ver&
cost efficient (high @PM% but necessar& to reach se!ective target audience#
Competitors media mix
(sing @M,% compare &our brandHs media mix "ith that of the competitors# This is a good
p!ace to bring :Share of Foice; concept again# *re the& simi!ar or different+ 5o &ou "ant to
maintain the competitive position "ithin the current media mix+ Or% do &ou "ant to see)
opportunit& in an underuti!i9ed media c!ass "here competitors are "ea)+
?# Propose &our recommendation of media mix% then discuss media format-genre "ithin
a certain medium (for examp!e% cab!e tv% s&ndicated tv% net"or) tv for TF% and "omenHs
maga9ine% fashion% hea!th maga9ines for maga9ines% net"or) radio or spot radio# *!so%
discuss da&parts for broadcast media#
I# Propose schedu!ing pattern
Out of three patterns (continuous% pu!sing% and f!ight% "hich pattern of schedu!e% in !ine
"ith the seasona!it& issue% "ou!d &ou recommend to &our c!ient+ 6hat "ou!d &ou
consider to ma)e a decision+ (.or examp!e% a t&pica! pa&da& is =4
th
of each month--
Aou might "ant to ma)e &our advertising schedu!e heavier around =4
th
of each month to
bui!d a"areness and generate interests#
0# 6eighting% ,each and .re/uenc&
<ere% ma)e a recommendation on "hich geographic mar)ets "i!! receive more :"eights;
(meaning emphasis in the media p!an than others% "hich season "i!! receive more
"eights# *!so% provide specific reach-fre/uenc& for each month during the "ho!e
campaign period#
6ood media plans are t%e ones t%at ever" %oie is learl" identi#ied and s-pported
wit% detailed data and rationale.