Archive for the ‘ Media ’ Category

Media Plan Components

Media planners and buyers are known for the immense amount of research they do before planning and placing a media buy for a client. There are meetings with the account executive and the media reps, email exchanges, phone calls, Google searches, Arbitron data, Scarborough research, good ole’ fashioned hardcopy DMA maps and more. In fact, for most advertising agency account executives and coordinators, the media plan comes nicely packaged and ready for presentation. Sure, there are some questions to answer and sometimes some changes to be made, but the bulk of the work and research is complete.

So, today we wanted to take you behind the scenes to see how the media research translates to each component of a media plan. Below and are some terms and definitions that you can expect to see on your media plan, but first – what is a media plan? A media plan includes the recommendations and a detailed rationale for all media activities and spending for a given client. Information that should be included in a media plan is the objective, strategy, rationale, execution and summary.

MEDIA OBJECTIVE – This is a statement of a goal or goals and should be able to be measured and correspond to the overall strategic objectives of the marketing objectives provided by the account executive, but should not restate them. The objective does not include recommendations for specific mediums. Mediums should not be selected before the objectives and targets have been detailed.

MEDIA STRATEGY – Media strategy includes information such as budget, target audience, seasonality, region, city or market size and other considerations. This strategy will also include demographic information such as age, race and household income.

MEDIA RATIONALE – The media rationale is an explanation of why each medium makes sense for the client based on the stated media objectives. The rationale supports the media objective with marketing facts and states why the mediums are recommended, including characteristics of each and how it will be implemented into the strategy. The media rationale should also state why the media planner chose the specific time periods, sizes, commercial lengths for the client.

FLOWCHART – A media plan should always include a flowchart. This is a document that shows the execution of the plan, at a glance, and includes all of the mediums and timing that placements should run on these mediums.

SUMMARY – This is a simple summary of each of the mediums including period, budget, audience/circulation, length or size, reach or coverage, reach and frequency and total ratings points. Also included should be a chart with the budget by medium.

If you have any questions regarding media buying and planning, whether outlined within or not, please feel free to contact evo ̄k’s Media Planning and Buying Department at 407.302.4416.

Common Design and Print Terms

The world of design and production is filled with all kinds of fun terms. For those unfamiliar with the industry, the terms may sound imaginary, almost like going to a mechanic who tells you your flux capacitor needs to be fixed. So, how do you know your agency isn’t blowing smoke? Below are some common terms that sound funky, but trust us – they’re real and we know what we’re talking about.

Bleed – Printing an image past where the final print will be trimmed, which allows color to extend all the way to the edges of the final print.

Collect – Gathering the artwork, along with fonts and images, in the final format needed for output.

CMYK – Abbreviation for cyan, magenta, yellow and key (black), the four process colors.

Four-Color Process (4cp) – Any printing method that utilizes CMYK to create the illusion of different colors.

Gang – To combine multiple jobs on one print plate in order to reduce costs and set up charges.

Ghosting – When an image on one side of a document shows through to the other side.

High Res – Files which have a “high resolution” DPI or “dots per square inch” count.

Imposition – A layout of pages on mechanicals or flats so they will appear in proper order after press sheets are folded and bound.

Kerning – Adjusting the lateral space between letters.

Leading – The vertical spacing between lines of text.

Mock Up – A to-scale creation of the original printed material possibly containing instructions or directions.

PANTONE® Matching System (PMS) – Numbering system for identifying 3,000+ colors created through combinations of 14 primary color inks. The Pantone Company produces numerous color-matching systems for standard print and computer applications.

Pixelization – Process of enlarging image pixels to increase image size, resulting in jagged edges and blurry images.

Preflight – Process of checking a graphic file for potential problems before sending it for final output.

Spread – Two pages that face each other and are created as one visual or production unit.

TrueType – The most common format for fonts that work on both Mac OS and Microsoft Windows operating systems.

Vector Image – A computer image that uses geometrical primitives (such as points, lines, polygons and Bezier curves) to produce mathematical descriptions of paths for the graphic, which eliminates pixelization.

Wireframe – Is a visual guide that represents the skeletal framework of a website, like a blueprint.

Anyone who wants to talk like the designers do can pick up a Pocket Pal by International Paper. It’s a great resource for everything graphic arts related and here’s where you can find it: http://www.internationalpaper.com/US/EN/ Business/CPIP/PocketPal.html

If you’d like to skip the homework assignment and need some help from evok’s creative team – give us a call at 407.302.4416.

Strengths & Weaknesses of Magazine Advertising

There are thousands of magazines in which you can purchase advertising. They can be local, regional, national or even international. And though purchasing space in a magazine can be just right for your product or service, before you take that leap (hopefully with significant research to fall back on), you must still be aware of both the strengths and weaknesses associated with advertising in magazines.

STRENGTHS
· Highly targeted – Magazines are successful at reaching certain selected audiences such as women, parents, auto-enthusiasts, sports fans, etc. Also, many national magazines are capable of targeting to specific regions. So, for example, if your client only has locations in the southeast, you can still look at purchasing in a publication such as Sports Illustrated by buying only the southeast region.

· Allows for heavy copy messages – If you have a complicated message or want to call out specific features of your product in more detail, magazines allow for the space to do this. These are best for branding.

· Long shelf life – Most magazines will stay around a home for at least a week and some for more than a month. Many are also passed on to someone else. This allows for repeat exposure to the primary reader, as well as exposure to the pass-along reader.

· Receptive Audience – Readers subscribe to magazine so they will most likely be receptive to the message, as it will reflect their interests.

· Tangible – The reader can touch it and feel it and can spend as much time with it as they want, unlike television where the messages are only :05 – :60 in length.

· Trust – Consumers tend to trust what they see and read in magazines. Somewhat like a newspaper, it offers that third-party credibility that so many of us subconsciously desire.

WEAKNESSES
· Not intrusive – There is no control as to how a person reads a magazine. They may flip by your ad without even seeing it.

· Lack of immediacy – Since a reader may not look at their magazine for days or even weeks after receiving it, it is best to have a branding message versus a message with a limited time offer or one that needs an immediate action.

· Early close dates – Many magazines require advertisers to have their ads to them 1-2 months prior to publication. This means that creative and marketing need to have complete campaigns well ahead of a publication date. As you can imagine, this may not work for all promotions/campaigns.

If you have any questions about whether magazine advertising, or even print advertising in general, is right for your product, feel free to contact evok at 407.302.4416.

Media Terms & Definitions

It is important for everyone in an agency to understand media terminology to improve communication both within the agency as well as with clients. This
is especially important for newcomers to the agency business or business owners who don’t deal with media everyday.

Here are some common media terms and definitions.

DEMOGRAPHIC: Specific groups within the universe that one is targeting, usually broken down by age and gender but could also include income, buying characteristic, lifestyle etc.

RATING: A percent of the population or universe exposed to an advertising medium.

RATING POINT: A value equal to one percent (one rating) of a population or universe.

GRP/TRP: The sum of all the ratings delivered by a given list of media properties. Specifically, they mean gross rating point and target rating point. They essentially mean the same thing.

IMPRESSION: This is the number of contacts (eyeballs) that are exposed to a message. It does include duplication and is usually expressed in thousands.

REACH: The percent of different people or households exposed to a specific media schedule within a given period of time, expressed as a percentage. It is unduplicated and 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.

CPM: Cost per thousand. It is the cost to expose 1,000 people or households to your advertising.

CPP: Cost per point. It represents the cost of purchasing one rating point.

PRE-EMPTION: The substitution of one advertiser’s ad by another advertiser paying a higher rate for the same time and program.

MAKE-GOOD: Comparable unit or units of advertising offered when the original spot ordered either did not run or ran incorrectly.

NET COST: Advertising rates that do not include agency commission.

GROSS COST: Advertising rates that include agency commission.

SHARE: A percentage of the audience tuned to a particular program at a given time.

BILLBOARD: Typically, an outdoor advertising display unit. It also can be a :05 or :10 announcement indicating sponsorship of a program or feature such as traffic or news.

POSTER PANEL: A standard outdoor advertising display unit.

SHOWING: A group of outdoor boards, which provide certain percentage coverage of a market, usually purchased as #25 showing or #50 showing.

AVAILS: Availability – it is the unsold units of time available to
sell to advertisers. It can also be a station’s submission of programs, rates and ratings for planning and buying.

DAYPART: One of the time segments the day is divided by for broadcast media. It is determined by programming.

DRIVE TIME: Dayparts used in radio that have the highest amount of listeners in cars, usually while people are driving to and from work. It is generally from M-F 6a-10a and M-F 3p-7p.

ROS: Run of Schedule – where specific times and programs have not been requested by the advertiser.

DMA: Designated Market Area – Nielsen’s term for geographical areas made up of exclusive counties based on which home market stations receive the predominate share of viewing.

CIRCULATION: Total number of copies of a publication distributed at a specific time.

COLUMN INCH: A unit of newspaper space that is one column wide and one inch deep.

P4C: Abbreviation for page 4-color ad.

PBW: Abbreviation for page black & white ad.

DEC: Daily Effective Circulation – it is the average number of persons, in cars or other vehicles, passing and potentially exposed to an advertising display for either 12, 18 or 24 hours.

EOIs: Eyes On Impressions – the average number of persons who are likely to notice an ad on an out of home
display for either 12 hours (un-illuminated) or 18 hours (illuminated). Unless specified as In-Market, EOIs include all persons who notice the unit, regardless of the origin of their trips. EOIs are reported in weekly increments.

Although these definitions account for some of the everyday terms, we encourage you to continue your quest for media knowledge and know-how. Please see the following for more terms and definitions:

http://www.arbitron.com/radio_stations/tradeterms.htm http://www.nielsenmedia.com/glossary/index.htm http://www.oaaa.org/marketingresources/industrystandards/outdoorterms.aspx

What to Know About an Annual Media Buy

When attempting to take your media in-house or when offering media services for others, it’s important to know that media can be purchased in several ways, such as by flight, monthly, quarterly or annually. The trick to being a successful media planner and buyer is knowing which structure works best for you and your clients.

A flight can be from a short as one week to as long as several months. It is a continuous buy, which usually serves to bring attention to one specific promotion.

The structures for buying media on a monthly, quarterly, and/or annual basis are pretty simple – as they follow the standard definition of the time lapses listed above. Though you have to choose which structure is right for you, an annual buy, which is achieved by the media buyer placing the entire annual media plan at once, does have advantages over buying monthly, quarterly or by flight.

Listed below are the top 5 things you need to know about an annual media buy:
An annual buy will definitely give a buyer leverage to get the best rates, especially with television, cable and radio buys.
Due to the volume of the buy, the rates will be more negotiable and generally lower than if placed monthly, quarterly or by flight.
The closer the media buyer is to the beginning of the schedule when placing the buy, the higher the rates will likely be. If the media is sold out, the rates may need to be high enough to bump another advertiser’s spots.  At times, it may be so close to the flight that the station does not have any space available to sell. Neither of these situations is in the best interest of the client.
With print, if you know what you’ll be spending within the year, a media buyer can usually negotiate a contract to buy a certain number of column inches or spend a certain amount of money. This is harder to do if the buy is not purchased annually, as there can be short rates if the contract isn’t met. This isn’t good for either the agency or the client.
Annual buys can always be adjusted, moved and or canceled if necessary with sufficient notice to the media vendors, so you will not be locked into any media that isn’t working for you. Media can constantly be adjusted to give your clients the best outcome possible.

Annual buying is great for many clients, and with its adjustability, you’re really in a win-win situation. Not only do you get the best deals for being prepared and coming to your rep with a well-thought out plan, but you also get flexibility in order to meet your client’s needs.

With our ever-changing marketplace accelerating at such a rapid pace, new tools, trends and types of marketing are being introduced every day. Due to this fast-paced way of life, many believe that you should steer clear of annual buys – because you never know when something will change. Not true.

Annual buys can be bought in a way that is adjustable, allowing you to bump up or bump back spots, make changes to material, swap your :30 radio spot with a :60, etc. – you just have to know what you’re doing.

As we have seen lately in the marketplace, sometimes there are other situations with annual buys that need to be addressed, such as the programming change that moved American Idol from airing on Tuesdays and Wednesdays to airing Wednesdays and Thursdays. If you bought a good spot on Thursday during a popular show with a competing station – and now because of a programming change, you have to compete with American Idol – there would be a problem. This is when you contact your rep and discuss your options. By doing so, you’ll learn just how well your leveraged your annual buy in the first place.

Media planning and buying are complicated processes, so before beginning a plan, make sure to do your research on the different buy structures. If you need guidance, feel free to contact evok advertising at 407.302.4416.

The Benefits of Utilizing a Newspaper Buying Network

Say you’ve got a client that puts out tons of newspaper ads, in tons of markets, like every time you blink they have a new ad, just ready to be sent out. As a media buyer and planner, it’s your job to figure out the best and most efficient way to make large media buys across all selected markets. With a busy, often changing schedule, how do you keep all the pricing straight, the market research on point, and get copies of all the tear sheets to show to your client?

By hoping and praying? Calling every ad sales team in the nation? We think not.

If you have a client for whom you purchase multiple newspapers in multiple markets, you many want to consider utilizing a newspaper-buying network to help. There are actually several, including the Newspaper National Network, the Florida Press Service and others, like Valassis.

Some media buyers and planners choose to deal with every paper individually, and this is fine, as it is part of maintaining relationships and is ideal for particular clients. But, if you have either a huge multi-market client and/or a modest media buying department, the services that these buying groups provide can be invaluable.

Benefits of newspaper buying services:

  1. Saving time – and we all know time is money.  With a newspaper buying service, a media buyer/planner only has one point of contact instead of a contact at every newspaper. They now have more time to spend on the strategy of the media plan…or with other clients, for shame.
  2. Coordination of the details – These services not only will research and negotiate media, but will also provide circulation numbers, mechanical specs and space and material close dates.
  3. Accounting savings – There is typically only one insertion order and therefore only one vendor invoice, saving time in accounting. And, in the end, there’s only one check to mail out.
  4. Proof of performance – The newspaper buying service also tracks all the proof of performance so no more tracking down tear sheets or going at a six-foot pile of newspapers with scissors and a dream.
  5. One point of contact – With a buying service, it’s easy to make last minute changes to the buys/plans. Usually, it is one phone call or email vs. one call or email per paper.

While utilizing newspaper buying networks may not be feasible for every client, it is an option to consider for clients with larger newspaper buys that are trying to target a number of markets and because of their buying power negotiated rates, it typically is not at any additional costs to your agency.  Win. Win. Win.

Satisfy Your Media Craving—pepper the proper landscape to taste

The way a potential target consumes media changes with the landscape. Due to this ever-changing fact, new and emerging media must be considered, along with traditional media of course, when planning media buys.  These new mediums include online buys, Facebook fan pages, Twitter accounts, seeded blogs, video, gaming, mobile text campaigns, experiential (which is a media category of its own) and many others (being created as you read this).

As an advertising agency, it is vital that we communicate the importance of understanding how messages can be integrated within these new—virtual and actual—areas. However one must carefully consider the product and service type, along with the target’s demographics and lifestyle habits to ensure the “right fit” media strategy and placement. Almost every group is becoming a more mobile consumer, so it is essential to consider where, when and how fast they expect and/or would be most receptive to receiving marketing messages.

The keys to help in media planning are still fairly traditional:

  • Define the target demographic
  • Know the product or service
  • Know the client (target)

Define the Target Demographic:

The better one can define their target audience, the more effective a media buy can be.  It is becoming necessary to look closer—explore psychographic information of the potential consumer as well as the more general demographics such as age, gender and geographic area.  You need to know what they like to do; if they are soccer moms or people who have pets or if they are retired, and customize both the message and the media to reach them.

Know the Product or Service Point of Different:

It is probably obvious that certain products and services are a better fit for some of the new and emerging media options available, while others have a higher success rate on their tried and true traditional formats.  For example, if you are trying to reach a younger demo, a mobile text messaging campaign may work extremely well; but to reach an older, more conservative demo, banner ads targeted by geography and content might be a better fit.

Know the client (target):

Keep in mind, for every rule, there is an exception. Just as with the target market, their will be advertisers willing to try something new and are open to putting their messages in new places; while others will be more cautious when considering venturing into new mediums and strategies before they see that it has worked for others. In advertising, it is as important to do the research, as it is to be the first. Some might say it’s a gamble, other’s argue “calculated risk” is a winning equation that should be incorporated into every media strategy and plan. As advertisers, both sound research and trail blazing get our vote. Further, it’s important to inquire regarding your feeling, as well as the beliefs of any agency partners you currently use or would consider. Media is as important as the message. A great message delivered to the wrong person at the wrong time in the wrong place is just, well…wrong.

It is essential for any agency offering media planning, buying and placing to be knowledgeable about all mediums, not just the ones their current clients use. Further, they should inform and educate the client and all team members (account services and creative) of what’s going on in the ever-changing media landscape. As an advertising agency with clients that run the gamut, we have the good fortune to keep up with all the new and emerging media. We have a living library of emerging media stories that assist all clients with options and ideas of how to get their message out. We’ve found that all our clients, even the more traditional ones, truly appreciate the latest and greatest media trends, even if they don’t end up on their strategy-driven plan.