When drafting a media plan, getting the media mix right is critical. Morgan & Co presents some ideas to consider and follow with creating a media planning and buying mix for a marketing campaign.

1. The Right Media Mix
And Risks of Getting It Wrong
June 27, 2013

2. Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.
- John Wanamaker

3. Media Landscape

4. What is “media”?

5. What is “media”?

9. $297,981,778
Louisiana Television Spending in 2011
U.S. Major Media Ad Spending, by Media, 2009-2015
billions
2009 2010 2011 2012 2013 2014 2015
TV $53.8 $59.0 $60.5 $65.0 $65.0 $67.0 $68.0
Internet $22.7 $25.8 $28.5 $32.6 $36.0 $40.5 $44.5
Newspapers $24.8 $22.8 $21.4 $20.7 $20.2 $20.0 $19.8
Radio $14.3 $15.3 $15.7 $16.4 $16.7 $17.1 $17.2
Directories $10.3 $9.3 $8.2 $7.3 $6.5 $5.7 $5.0
Magazines $15.5 $14.7 $13.9 $13.2 $12.6 $12.1 $11.6
Outdoor $5.9 $6.1 $6.4 $6.8 $7.1 $7.4 $7.6
Total $147.3 $153.0 $154.6 $162.0 $164.1 $169.8 $173.7

10. Media Landscape
Establishing Goals

11. Types Of Goals
Establish Differentiation
Promote Services, Location(s)
Communicate Values, Awards
Awareness, Belief, Opinion
Lead Generation – Phone Call, Email, Forms
Location Traffic
Sales
Share Of Voice

12. Quantifying Goals
Media is about communicating with audiences.
To achieve success for any campaign the correct amount of
people must act appropriately.
How many people will it take to embrace your organization’s
services?

13. Hospital Client Goal: Fill 100 Beds
Quantify the goal:
Average hospital stay is 3 days
365 days / 3 = 121.66 patients per bed
121 patients x 100 beds = 12,166 people annually
Parish population of 228,000
5.3% of parish must get admitted annually

14. Client Goal: Fill 500 Seats
Quantify the goal:
500 people are need to attend a VIP event
Direct mail is the preferred tactic
Previous campaigns have netted a 2.5%
response rate
20,000 direct mail pieces should be dropped
(20,000 pieces x 2.5% return = 500 Attendees)

15. Media Landscape
Establishing Goals
Understanding Audiences

17. Not a one size fits all, must break down by life stage
– 18-24
Women needing regular checkups
– 25-40
Primary segment for pregnancy and family services
– 40-50
– 50+
Rotate creative based on:
Campaign (Maternal Fetal Health, OB/GYN, breast
cancer)
Seasonality (Breast Cancer Awareness Month, Mommy
to Be Expo)
Site (BabyCenter for Pre-Natal/Family
Service/Pediatrician)
Women’s Services

18. By using research tools to identify
demographic segments for targeting
services, we can see that the
audience for digestive disorders has
a slight female skew but primarily
affects adults over the age of 45
years.
Next step would be to overlay
demographic segment with lifestyle
statements.
Identifying Demographic Segment
Source: Simmons, Fall 2008, full year
Consulted
Gastroenterologist
in last 12 months
Ailments:
Digestive
Disorders
Total Sample 100 100
GENDER: MALE 84 75
GENDER: FEMALE 115 123
AGE: 18 - 24 29 56
AGE: 25 - 34 52 84
AGE: 45 - 54 123 108
AGE: 55 - 64 145 111
AGE: 65+ 155 138
M18 - 24 12 37
F18 - 24 47 76
Male 25 - 34 26 51
Female 25 - 34 75 114
Male 35 - 44 81 83
Female 35 - 44 63 90
Male 45 - 54 104 87
Female 45 - 54 142 130
Male 55 - 64 142 81
Female 55 - 64 147 141
Male 65+ 115 97
Female 65+ 187 171

19. Media Landscape
Establishing Goals
Understanding Audiences
Media Mix

21. Consumers use media channels at varying degrees of intensity
and for various reasons.
Its critical to understand the role that each media channel
plays within a consumer’s life and life stage.
Daily Time Spent with Media According to U.S.
Consumers, 2010-2012
hrs:mins
2010 2011 2012
TV 5:27 5:06 5:05
Internet 2:34 2:56 3:07
Radio 1:52 2:00 1:50
Video games 0:26 0:39 0:48
Newspapers 0:20 0:19 0:18
Magazines 0:15 0:14 0:14

22. Mass reach, product launch, efficiency, visual, influence
Traffic builder, targeted, frequency, promotional
Informational, targeted, graphic impact, influence
Local traffic builder, targeted, promotional, immediacy
Saturation coverage, impact, geographical
Immediacy, targeting, tracking, optimization, flexible,
two-way mass medium
Promotional, impact, WOM, sampling
Conversational, engaging, WOM

23. Broadcast TV Cable TV Radio
National Local National Local National Local
Audience
Selectivity
Good Good Good Good Good Good
Reach Potential High High Low Low Average Average
Speed Of
Audience
Accumulation
Fast Fast Fast Fast Fast Fast
Geographic
Flexibility
Poor Good Poor Best Poor Best
Lead Time
Needed To Buy
Long Shorter Long Shorter Long Shorter
Advertising
Exposure
Control
Mostly yes Mostly yes Mostly yes
Mostly
yes
Yes Yes
Location At
Time Of
Exposure
Mostly at
home
Mostly at
home
Mostly at
home
Mostly
at home
Mostly out
of home
Mostly
out of
home

24. Magazine Newspaper Outdoor Transit Interactive
Audience
Selectivity
Better Good Poor Poor Good
Reach Potential Average Low High High Average
Speed Of
Audience
Accumulation
Slow Fast Slow Slow Good
Geographic
Flexibility
Good Good Best Best Good
Lead Time
Needed To Buy
Long Short Long Long Shorter
Advertising
Exposure Control
No No No No Yes
Location At Time
Of Exposure
Primarily in
home; heavy
out of home
In home and
out of home
Out of
home
Out of
home
In home and
out of home

26. Reach and Frequency
REACH: The percent of different people or households exposed to
a specific media schedule within a given period of time, expressed
as a percentage
An unduplicated or net audience
Can be used to refer to a single media property or a media
schedule
FREQUENCY: The average number of times a target audience or
household is reached by a media schedule
Industry average for planning is a minimum of 3x average
frequency

28. It gives you a sense of how much media delivery will be
generated
If your brand has something new today or is using a media
class for the first time, reach should be emphasized
Emphasize frequency if your product competes in a highly
competitive market or is purchased frequently
Reach & Frequency can be used to compare alternatives
within a media mix and judge different combinations of
media forms
Underlying assumptions:
The more often people are exposed, the more likely they are to learn and retain information
Too many exposures can bore, annoy or have no incremental increase in learning
The more time between exposures, the more likely they are to forget what they learned
Reach and Frequency

29. Share of Voice: the amount of spending in a market in a category
Can be defined by brand, product set, etc.
When planning for a campaign in a highly competitive arena, you
need to analyze what the competition is doing.
If you have sales figures among the competitive set, you can analyze
SOV (Share of Voice) versus SOM (Share of Market)
Start with requesting competitive spending reports
Gauge if you are running sufficient levels, what your share of voice is in
the market and what is needed to be to “shout louder”
You might be able to request competitive spending by products, by
month, by quarter, by tactic, by market, etc.
Share of Voice – Competitive Analysis

30. Continuity:
- Relatively low media weight
- Continuous (or near continuous)
on-air presence
- Typical for recency approach
Flighting:
- High media weights
- Short bursts
- Typical for frequency optimization
Pulsing:
- Combines the advantages of
flighting and continuity
Other strategies:
- Others are possible, choice
depends on objectives and
given situation
Scheduling Strategies

31. Media Landscape
Establishing Goals
Understanding Audiences
Media Mix
Tracking and Measuring

32. -
5
10
15
20
25
30
35
$-
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
Ad Spend
ER Visit

33. -
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
Sandwich
Board
Sidewalk Chalk
Skywriting
Building Mural
Pageviews
Impressions
Pageviews

35. Media Landscape
Establishing Goals
Understanding Audiences
Media Mix
Tracking and Measuring
Risks of Getting It Wrong

36. Potential shakeup in healthcare category ad spending and noise
due to Obama Care
4,996,074
LA’s population in 2020
(+9.95%)
Healthcare is one of the fastest
growing verticals for online
advertising

37. The rise in “neighborhood medical centers” will increase pressure on
the current hospital business models and impact consumer perceptions
and behavior.
A growing Louisiana will continue to need healthcare solutions, and will
turn to someone.
The saturation of information, opinions and referral options on the
internet (I.E.: WebMD, Social Media, Blogs) will continue to shape
consumer’s decision making process.

38. Will they be turning to your organization for that solution?
A misaligned media mix is more than wasted money.
It’s a missed opportunity to capture a new customer. Or continue to
build experiences with an existing customers.
Getting the media mix wrong is lost business that you may never get
back.

39. Media Landscape
Establishing Goals
Understanding Audiences
Media Mix
Tracking and Measuring
Risks of Getting It Wrong
Parting Words

40. Establish quantifiable goals
Find your audience
Understand their communication habits
Own a media channel
Utilize unique tactics
Track and measure
Optimize against goals

41. Thank you
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