Discussion at the Ukrainian National Academy of Public Administration in Kharkov, Dec. 2012.

1. The Basics of Media Planning

2. A traditional view

3. Marketing
strategy
Media
Feedback planner /
buyer
Mass media
Consumer
vehicle
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

4. Approximate Ad Expenditure in Major Media
(% of Total)
19 23
1 Newspapers
TV
8
Direct response
7 Radio
23
Magazines
19 Outdoor
Other
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

5. Approximate Ad Expenditure in Major Media
(% of Total)
1
10 23 Newspapers
17 TV
Direct response
Radio
7 17
Magazines
6
Social
18
Outdoor
Other
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

6.  Pros:
 Exposure to adult audience with disposable income
 (Somewhat) flexible format
 Convenience for the reader
 Cons:
 High ad/content ratio
 Growing competition
 Falling circulation
 Rising ad costs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

7.  Pros:
 Flexible format
 Cost efficient
 Offers prestige
 Cons:
 Message is perishable
 Growing fragmentation of audience
 Ad clutter
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

8.  Pros:
 Selective targeting
 Mobile
 Low production costs = market immediacy
 Cons:
 Lack of visual impact
 Low average audience
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

9.  Pros:
 (Even more) selective targeting
 Instant feedback
 Accountability
 Cons:
 Prospect database management problem
 Image problem
 Rising costs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

10.  Pros:
 Audience targeting
 Long “shelf life”
 Prestige
 Flexible format
 Cons:
 Long production cycle
 Declining audience
 Rising costs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

11.  Pros:
 Can reach most of the market
 Low cost per exposure
 Cons:
 Image problem
 Low accountability
 Regulation
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

12.  The purpose is to design the best plan for
delivering ads to prospective purchasers of my
product, service, or brand.
Which markets?
How many prospects?
Which medium / vehicles?
Reach and frequency of exposure?
Budget?

13. Effectiveness, efficiency, accountability
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

14.  Narrowcast (mass customization)
 Demographic
 Psychographic
 Geographic
 Based on usage patterns
 Take advantage of tracking capabilities
 From “captive audience” at live events to “captive users”
in computer-mediated transactions
 Think messages not media
 Can you combine advertising and selling?
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

15.  Best practices
 Worst practices
 Avoiding advertising clutter
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

16.  Effectiveness of message delivery vs. efficiency
of audience delivery
 Predispositions of the audience
 Qualitative environment of the message
 Synergistic effect
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

17.  Reach: the total audience covered by a wave of
advertising
 Frequency: a number of times a prospect is
exposed to an advertisement during a given
period of time
 Continuity: a length of time an ad runs
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

18. Reach
Maximize Frequency
Reach small
reach, sacrifice Continuing Continuity
number of
frequency to campaign to
prospects as
expose level of reach selected
many time as
prospects prospects
possible
many times
during a blitz
campaign
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

19. Mounting challenges to traditional view
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

20. Rising costs of
exposure
Fragmentation Diversification
of audience of media
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

21. The convergence •Choice
is changing the
fundamental
•Timeliness
relationship •Convenience
among
media, audiences •Quality
and advertisers:
•Control/interactivity
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

22.  … will be
individualistic, personalized, intimate, playful,
specific, interactive.
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

23. Mounting challenges to traditional view
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

24. Alex Gorelik, Ph. D. | Tweet me: @Doc_G

25.  What does the public thinks of the X initiative?
 How to increase constituency satisfaction?
 How to increase constituency engagement?
 What are the priorities (share of mind) of the
constituency?
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

26.  Monitor mentions
 Monitor conversations
 Monitor competitive mentions / conversations
 Identification of prospects
 Positioning
 Engagement / feedback
 Placement
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

27.  Cost per thousand (CPM)
 Circulation CPM ad cos t 1000
circulatio n
 Market CPM ad cos t 1000
market
 The goal is to keep waste exposure at a
minimum
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

28.  Click through rate
 Average time of exposure
 Repeat visitor rate
 Convergence rate
 The goal is to keep waste exposure at a
minimum
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

29.  Unique blog visitors (Google analytics)
 Followers, friends
 Likes, retweets
 Combined influence
 Social influence score (Klout, PeakYou, etc.)
 Convergence rate
 The goal is to maximize conversation leading
to convergence
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

30.  Web Ad.vantage
http://www.webadvantage.net/internet-
marketing-services/online-media-buying-
planning
 Facebook Social Ads
http://www.facebook.com/advertising/
 AppSavvy
http://www.appssavvy.com/
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

31. Blog
Profile
Twitter
on
account
LinkedIn
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

32. Q?
Alex Gorelik, Ph. D. | Tweet me: @Doc_G

33. Twitter.com
Linkedin.com
Alex Gorelik, Ph. D. | Tweet me: @Doc_G