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Chapter 5
Advertising: Media
Planning

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Media Planning
“A plan of action to communicate a message to a
target market a the right time, and right frequency.”
The goal of a media plan is to be efficient: to gain
maximum exposure at minimum cost.

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Media Planning
Advertising PlanAdvertising Plan
IMC
Plan
IMC
Plan
Media Plan
Objectives
Strategies
Execution
Media Plan
Objectives
Strategies
Execution
Creative
Plan
Creative
Plan

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Media Brief
Media planners require essential information from the
client.
1. Market Profile
2. Competitor Media Strategy
3. Target Market Profile
4. Media Objectives
5. Budget

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Media Plan
“A document outlining how a client’s budget will be
spent.”
Media ObjectivesMedia Objectives
Media StrategiesMedia Strategies
Media ExecutionMedia Execution

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Media Objectives
Who is the target market?
What is the message?
Where are the priority markets?
When is the best time to advertise?
How many, often, long?

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Media Strategy
Numerous factors are evaluated and they are usually
ranked based on priority.
• Target market and media matching strategy
• Creative strategy influences media choices
• Coverage decisions are based on the budget
• Timing decisions are crucial for scheduling
• Reach, frequency, and continuity priorities
• Budget

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Target Market Matching
Strategies
Knowledge of a target’s media consumption habits
helps define the media strategy.
ShotgunShotgun
Profile MatchProfile Match
RifleRifle

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Market Coverage
The budget available often dictates the extent of
market coverage.
NationalNational
WestWest CentralCentral EastEast
Key MarketsKey Markets
Category and brand development
indexes are used to set market
priorities

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Applying a BDI
Region Sales % Pop’n % BDI
Atlantic 7.6 7.6 100.0
Quebec 21.5 23.9 89.9
Ontario 42.5 38.5 110.4
Prairies 13.4 16.8 79.8
B.C. 15.0 13.2 113.6
Total 100.0 100.0 ----
BDI = Sales % divided by Population %

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Analysis of BDI
Example: The BDI in Ontario is 110.4. The BDI was
determined by dividing 42.5 by 38.5.
Analysis: Ontario and B.C. over contribute to sales
while Quebec and the Prairies under contribute. A
media planner could concentrate media spending in
areas where the brand enjoys most usage (Ontario
and B.C.) or transfer funds from strong regions to
weaker regions (Quebec and the Prairies).

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Media Scheduling
Even Skip
Pulse Seasonal
Blitz Build-Up

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Reach / Frequency / Continuity
ReachReach
FrequencyFrequency
ContinuityContinuity
Total audience exposed to a message
one or more times in a period, usually
a week.
The average number of times a
message has been exposed to an
audience over a period of time.
The length of time required to
generate impact on a target.

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Media Execution
Selecting the right media is usually a three stage decision
process.
1. Type of Media Magazine Television
2. Class of Media Sports Network
3. Specific Medium Sports Illustrated CTV
When selecting a specific medium, CPM is a determining
factor.

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Comparing Media Alternatives
CPMCPM
The cost of the ad divided by
the circulation (in thousands).
Magazine Cost Circ. (000) CPM
ROB $18,800 363.7 $51.69
National Post Business $15,010 311.3 $51.10
Canadian Business $14,000 80.5 $173.91
ROB and National Post Business have a circulation advantage
since they are distributed by newspapers that own the
magazines.

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Scheduling and Budget Summary
1. A blocking chart summarizes in a few pages all of the
media execution details: media usage, market coverage,
weight levels, reach and frequency, and timing of the
campaign.
2. The budget summary classifies spending by medium,
region, and time of year.

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Assessing Media Alternatives
Medium Pro Con
Television Impact High Cost
Reach Clutter
Radio Targeting Fragmentation
Frequency Message (Sound only)
The strengths and weaknesses of all media options
are evaluated.

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Assessing Media Alternatives
Medium Pro Con
Newspaper Local Reach Short Life
Key Market Coverage Clutter
Magazine Targeting Clutter
Message Quality Low Frequency
Outdoor Reach Creative Limitations
Frequency Low Targeting

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TV Advertising Alternatives
Factors such as the budget available and market coverage
priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content

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Radio Advertising
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market”
strategy is recommended.

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Newspaper Advertising
Local market circulation and readership make
newspapers an attractive medium.
1. Newspapers are ideal for a “key market” media
strategy.
2. Newspapers are attractive to national advertisers,
and national and local retailers.
3. Newspapers offer “merchandising” opportunities.

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Magazine Advertising
Magazines are excellent at targeting precisely defined
audiences.
1. Magazines are a “class” medium instead of a
“mass”medium.
2. The clustering of ads has a negative influence on
message impact.
3. Magazines are ideal for “profile matching” media
strategies.

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Out-of-Home Advertising
Outdoor is a passive medium but the message is very
visible.
1. Outdoor ads reach the same audience
frequently.
2. A wide variety of alternatives are available.
Outdoor can be virtually anywhere!
3. An ideal medium for “shotgun” media
strategies in key markets.