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