Media planning
Assignment clinic

Introduction

What you are going to discuss in the report

Task 1: Target audience specification

specify target audience based on segmentation variables

Age

life style

annual income

media usage behaviours

They mostly listen and watch, particularly in specific hours

communication is also important (WOM)

They also involve in social media, but not all social media (more on whatsapp and facebook, less aon instagram)

Main reasons of coming to UK

Location proximity, city life (particularly in London), and mountains

Task 2: Media objectives

Factors affect the decision

CDI

Know your macro environments

BDI

know your market positioning

Know your target customer

You don't have to describe the detail target audience

You can mentioned why

Task 3: Media mix

Consider how to use media mix to improve marketing objectives

Three types of media: paid, owned, adn earned

Media vehicles: e.g. TV for paid, product placement for owned, organic search for earned

One vehicles

Why ues this vehicles

measurement (1 or 2 metrix )

Impression, engagement: shares, likes, comment

How you would effectively use three types of media and their vehicles

Get the passenger through volumn

number of passenger flow

what is the rich of using a billboard

what's is average of number of the billboard

what's the percentage of your target audience in the specific country, and then calculate the number of your audience

Task 4: Media planning
(Lecture 7, 8)

Create Gantt Chart

Campaign length

Details of planning for the media mix discussed in task 3

Have to be consistent with media objectives

i.e. GRPs or reach/ frequency

Example: Paid media: love island to have our TV audience

Scheduling pattern (i.e. continuity, flighting or pulsing)

media engagement research

Specific,actionable, and as quantifiable as possible

Task 5: Budget allocation and media evaluation

Budget allocation

Evaluation

the budget should be for owned media

Consumer/ target audience perspective

industrial perspective

be consistent with media mix and media objectives

Pre-plan analysis ( you may have done this in task 3)

Post-buy analysis

Consumer research

ROI impact (optional)

GRP (optional)

Calculate each media vehicles GRP

Article in Lecture 1

ROI research

seo

Spending as the data

tv

take the rating as the data