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Media Planning & Brand Management

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Media Planning & Brand Management Media Planning & Brand Management Stella Romagnoli Marketing & Digital Communication LUMSA 2019-2020 Lesson 11. Media planning process Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 5 Course contents. Section 2: Media Planning • Owned, paid & earned media • Offline media planning: key metrics • Digital planning: key metrics • Google Ads • Facebook Business • Media scenario: TV, radio, press, Out-of-home, cinema • Media planning process • Media buying • The advertising budget Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 6 Media planning process The Media planning process Introduction Compet Briefing BRIEFING & Analysis STRATEGY The Brief ANALYSIS Media Objec- Media Choice Post tives Evalu- THE ation MEDIA Media Mix PROCESS Media Strat- Execu- egy R&F tion Media Tactical Negotiation/ Media Timing/Phasing Buying Plans Implementation IMPLEMENTATION Conclusions 3 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 7 Media planning process 1. Briefing 2. Competitors Analysis 3. Media objectives’ setting 4. Media Strategy 5. Media plan 6. Media negotiation and buying 7. Execution 8. Post-evaluation Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 8 1. The media briefing Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 9 1. The media briefing The briefing is the set of information we need to plan the communication campaign • Who should I reach (target audience) • How much money I have (budget) • The communication’s objectives (awareness, actions…) • When (timing) • With what kind of message (creativity) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 10 2. competitors analysis Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 11 2. Competitors analysis This phase provide us with benchmark data on how competitors reach the same target: • What media do they use? • How much advertising pressure (GRP’s, investments) • Timing of their planning schedules, etc. This information are useful not only to know the media used by competitors, but to evaluate our "share of voice" (SOV) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 12 We analyse stagionality trends: when they do advertising Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 13 What media they plan and how much they invest Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 14 And their past media planning strategy Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 15 3. Media goals setting Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 16 3. Media goals setting • We we need to establish the goals of our advertising program in order to demonstrate how it will help our brand achieve its marketing goals, and how that objectives will be achieved through the usage of media Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 17 Advertising objectives Frequently the advertising object is tied to the stage at which the target audience is in the decision-making process (need, awareness, preference, search, selection, purchase, use, satisfaction) Mass Media are often used for the cognitive stage (need & awareness) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 18 Do you remember the customer journey? Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 19 Advertising objectives Vs media objectives • If we need to increase awareness of our mass-market products, we’ll need to plan mass media (e.g. TV) with a lot of frequency – Effective frequency 4+ with a reach of 70% or more in 1 months – 800 TV GRP’s (TRP’s) for a 2 weeks campaign Communication objects must have a specific time frame Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 20 Advertising objectives Vs media objectives • If we need to increase consumer preference we’ll probably could send direct email with promotional offers, or plan Google Search or Facebook Ads – E.g. 5.000.000 email sent – 50.000 clicks on Google paid ads in 1 months – Etc. Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 21 Media objectives: Impressions Clicks Reach% & Frequency GRP’s Context affinity/quality Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 22 4. Media strategy Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 23 4. Media strategy In simple terms, creating a media strategy means allocating the budget among the chosen media, with their timing and where (geographical areas). The goal is to find the right medium, or combination of media, that will realize our objectives, given the amount of money that we have to spend and the time frame Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 24 4. Media strategy Therefore we have to: • Study the target audience to find the right media/vehicles to reach them • Define the role of each medium in terms of advertising objectives • Estimate the cost of each medium (to get the media objectives), and the format of the ads • Schedule a tentative timing of the campaign, considering our objectives. Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 25 An example of media strategy Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 26 Telecomitalia Superinternet campaign launch Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 27 Every media had a role Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 28 TV campaign objectives (GRP’s) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 29 Timing and Resources (per medium) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 30 Expected results in terms of reach & Frequency (and GRP’s) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 31 Look at internet impressions… 50 millions Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 32 Do you think they are plenty? Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 33 Let’s translate impressions in GRP’s • GRP’s = gross impressions x 100 target Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 34 Impressions Vs. GRP’s GRP’s = 50.000.000 x 100 60.000.000 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 35 Impressions Vs. GRP’s GRP’s = 50.000.000 x 100 60.000.000 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 36 Impressions Vs. GRP’s GRP’s = 500 83,3… 6 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 37 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 38 5. Media planning & buying Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 39 5. Preparing the media plan • Putting together a media plan represents the culmination of all the thinking, planning and organizing that we have seen during these lessons. • We choose media vehicles, define formats, check space availability and set the calendar with the exact timing of the ads • We also need to negotiate the media buying and define the exact price for each media vehicle (looking for opportunities in terms of special discounts) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 40 Media negotiation strategy • In any media negotiation, information, knowledge and facts are power. Know the media audience, advantages and disadvantages, media competitors, prices, discounts. • Which issues affect the media negotiation? – The yearly budget and future expectations (if it increases or it’s cut) – Discounts’ history (we must consider previous years’ terms) – To be a new client (new media investor) – Media seasonality (if there’s a high demand or not) – Competition (media that reach the same target audience) – Exclusivity (planning one publisher only: e.g. Publitalia Vs. Rai Pubblicità) Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 41 But let’s make an example Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 42 Media planning starts with a briefing Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 43 Briefing • We have to plan an advertising campaign to promote a play that will be staged from the 18th of December at Argentina theatre, in Largo di Torre Argentina, 52, Rome. Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 44 Which information do we need? Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 45 Target: Italian speaking adults that live in Rome and nearby Budget: 50.000€ Timing: prior to the 18st of December 2019 Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 46 Which are the right media? Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 47 POE PAID MEDIA OWNED MEDIA EARNED MEDIA Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 48 POE PAID MEDIA OWNED MEDIA EARNED MEDIA ATL: - TV Website PR: - Press Blog - Press (+digital) - Radio App articles - OOH Social network - Blog (reviews) - Cinema - Internet advertising: - Facebook - Social - Display - Twitter - Search - Instagram - Social network - Linkedin… BTL: tickets, posters Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 49 We have a budget constrain, And a time frame problem Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 50 We have about 3 weeks to create awareness Media Planning & Brand Management - LUMSA 2019/20 Stella Romagnoli 51 POE PAID MEDIA OWNED MEDIA EARNED MEDIA ATL: - TV Website PR: - Press: only newspapers Blog - Press
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