Download - Media Planning 08 Web
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MEDIA PLANNINGMEDIA PLANNINGMEDIA PLANNINGMEDIA PLANNING
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� Pada perkembangan awal, pekerjaan media terbatas pada fungsi administratifsaja (klerikal)
� Seiring dengan banyaknya produk baru yang bermunculan dan perkembanganmedia yang sangat pesat, muncul pemikiran untuk menghubungkan media planning dan marketing planning
� Sekarang media planning dilihat sebagai “the process of designing a course of action that shows how advertising time and space will be used to contribute to the achievement of advertising and marketing objectives”.
� Media planning menjadi salah satu komponen marketing plan dan berinteraksidengan elemen-elemen lain (karakteristik produk, saluran distribusi, bauranpromosi, kemasan, pricing, dll) dalam total plan
Perkembangan Media Planning
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� Objective
Simply a statement of the task one wishes to accomplish
� Strategy
The means prescibed for attaining the objectives
� Tactic
Detailed activities required to implement the strategy
Hubungan ketiganya
Strategy harus mengacu pada objective dan tactic harus mengacu pada strategy
Managerial Planning
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� Proses problem solving yang menerjemahkan marketing objectives ke rangkaian keputusan keputusan strategis, di manatujuan utamanya untuk menempatkan pesan iklan secara tepatagar bisa dilihat/didengar khalayak sasaran
� Ada yang mengatakan bahwa media planning merupakan peranintegral dalam memadukan antara disiplin marketing dengan seniadvertising
Media Planning Definition
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� Background reviewMedia plan yang baik dimulai dengan background review yang melibatkan setiap orang pada dasar
argumentasi dalam asumsi dan dan pengetahuan mereka terhadap produk yang akan diiklankan.
� Statement of objectivesDalam menentukan media objectives yang akan dicapai perlu mereview marketing dan advertising
objectives.
� Target market definitionsKhalayak sasaran harus didefinisikan secara cermat dan tepat sehingga media yang tepat bisa
dipilih.
� Media mixJenis-jenis media yang akan digunakan dan efektifitas yang diharapkan
� Overall scheduling considerationsSkema penjadwalan media dalam satu periode waktu yang telah ditentukan
Komponen Media Plan
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Kelima komponen media plan tersebut di depan belum merupakansuatu media plan yang utuh. Mereka lebih sebagai dasar dari sebuahperencanaan media, di mana akan bersama-sama membangunsebuah media plan dengan statistical and qualitative rationales untuk media-media yang direkomendasikan.
Media Rationales
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Marketing Sources• Distribution pattern• Market sales (area sales pattern)• Rival promotion (competitive advertising pattern)• Calendar pattern (month to month sales patern)
Creative Sources• Theme characteristic• Message characteristic• Research (creative performance)
Media Sources• Popularity• Profiles (media characteristic)• Cost forcasts
Data-data Media Planning
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• Which audience to reachSiapakah target market kita? Bagaimana karakter demografisnya (jenis kelamin, tingkat
ekonomi, usia, dll)
� Where (geographic emphasis)Di manakah key market dan prospective market kita? Apakah marketing strategy produk tersebut memerlukan peningkatan/penurunan media support di daerah-
daerah tertentu
� When (timing)Berapa lamakah kampanye tersebut akan dilaksanakan? Kapan waktunya angka-angkasales produk tersebut menaik? Apakah marketing strategy produk tersebutmemerlukan peningkatan/penurunan media support pada waktu-waktu tertentu
� For how long (campaign length)Berapa lama waktu efektif kampanye untuk mencapai tujuan?
� How intense (frequent)Berapa bobot reach dan frequency yang ditetapkan untuk mencapai tujuan
Variabel Media Planning
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Media Decision making Process
BACKGROUND INPUTS OBJECTIVES STRATEGIES
MEASUREMENT TACTICS
Internal
External
IMPACT
Constraints and uncontrollable influence
implementation
planningintegration
evaluation
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Background Inputs
Research Marketing Mix
Consumer
Product
Market Analysis
Competitive Situation
Product
Price
Promotion
Channel of Distribution
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Objectives
Organizational
Marketing
Advertising
Media
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Strategies
1. Target Market
2. Media Mix (bauran media)
3. Continuity (berkelanjutan)
4. Contingency (kemungkinan tak terduga)
5. Alternatives (alternative media)
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Tactics
1. Vehicles
2. Units
3. Estimating & Costing
4. Scheduling
5. Ordering
6. Bookkeeping
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Measurement
Media contribution to advertising effectiveness
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Constraints and Uncontrollable Influences
Internal
• Management policy
• Budget
External
• Media Environment
• Weather and cataclysmic conditions (peribahan tiba-tiba)
• Legal and cultural environment
• Economic condition
• Competition
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CONTOH MEDIA PLAN
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ALUR KERJA MEDIA
MEDIA
OBJECTIVES & STRATEGY
ANNUAL
MEDIA PLAN
Media
Order
Media
ActualInvoice
Quarterly /
Monthly Plan
For Client Approval
Quarterly
Competitive Review
X – 8-9 wks
X – 8-9 wks
MEDIA
OVERVIEW
MEDIA
BRIEF
X – 8-9 wks
X – 8 wks
X – 6 wks X – 6 wks X + 3 wks
X + 6 wks
X + 3 wks
X – 6 wks
X - 1 wks
X + 3 wks
Note : X = Campaign / Actives Month
TV Top ProgramRating ComparisonProgram Alternatives
Rate CardIndeks Stability
Clearance ReportMedia ReplacementAiring Schedule
Monitoring Report
X + 4 wks
Post Buy
Analysis
Invoice from StationInvoice from Pratama
Log ProofMonitoring Report
Media ActualApproved Plan
Clearance Report
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ALUR KERJA MEDIA SCHEDULING
Klien
Brief
Receive
Media Brief
Check
MediaBrief
Info to Client
Revisi Brief
Oleh klien
Revise
Media Brief
Scheduling & Booking
OK NO
Approval
Eksekusi/Buying Bukti Iklan Tagihan
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Media RationaleTV
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TELEVISI
� TV mempunyai Impact yang tinggi
� Penetrasi TV sangat cepat
� Menjangkau audience sangat luas
� Dimungkinkan membeli Nasional atau lokal break
� Fleksibel memilih program dan jam tertentu
� Lebih efisien (CPRP)
� Kemampuan membujuk sangat tinggi
� Bisa dibuat iklan yang demontratif
Media Rationale
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Media RasionalPrint
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� Bisa dipilih media yang sesuai dengan Target Audience
� Bisa membuat iklan warna atau Hitam Putih
� Iklan bisa disesuaikan dengan isi rubrik
� Informasi bisa lebih detail
�Masa hidup iklan bisa lebih lama
Media Rationale
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Effective Reach Determination
PULSEDXCONTINUINGPLAN IS
NOT INVOLVINGXINVOLVINGATTENTIVENESS
HIGHXLOWCLUTTERS IS
MEDIA FACTORS
SHORT/SMALL SIZEXLONG/LARGE SIZECOMM./ADS ARE
MANY CREATIVESXONE CREATIVECOMMERCIAL POOL
NEWXCONTINUINGCAMPAIGN IS
CREATIVE FACTORS
HIGHXLOWPRICING
HIGHXLOWCOMPETITIVE S O V
(TIME FRAME)
LONGXSHORTINTENTION TO BUY
LOWXHIGHDISTRIBUTION
SHARE
SMALL SHAREXDOMINANT/LARGEBRAND DOMINANCE
NEWXESTABLISHEDBRAND IS
MARKETING FACTORS
HIGH FREQ.8+7+6+5+4+3+LOW FREQ.
EFFECTIVE FREQUENCY ESTIMATOR
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RATING
Definisi
Potensi dari khalayak sasaran yang telah melihat acara/iklan.1 rating = 1% dari populasi (universe)
Rumus
Pemirsa yang melihat
PopulasiX 100
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COST PER RATING POINT ( C P R P )
Definisi
Harga yang dibayar untuk 1000 orang khalayak sasaran yang melihatsebuah program/iklan
Rumus
Harga (biasanya harga 30” untuk TV)
Rating
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GROSS RATING POINTS ( G R P )
Definisi
Penjumlahan dari semua rating yang dicapai dalam satu periodekampanye (biasanya dalam 4 mingguan)
RumusRating Program ARating Program BRating Program C
G R Ps+
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REACH
Definisi
Prosentase khalayak sasaran yang melihat iklan kita paling kurang 1 x dalam satu periode kampanye
Rumus
Program Rating Tanpa duplikasi Kum. Reach
Program A 15 15 15
Program B 10 8 23
Program C 20 7 30
45 GRP 66% 66%
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AVERAGE FREQUENCY
Definisi
Berapa kali seorang pemirsa rata-rata akan melihat iklan kita dalamsatu periode tertentu
Rumus
Jumlah GRPs
Reach= average frequency
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MARKETING RESEARCH Sites• Mediamark Research (www.mediamark.com)• Media Audit (www.themediaaudit.com)• Etc.
Broadcast Planning Sites• Nielsen Media Research (www.nielsenmedia.com)• Arbitron (www.arbitron.com)• Etc.
PRINT Planning Sites• MRI+ (www.mriplus.com)• Audit Bureau of Circulation (www.accessabc.com)• Etc.
BACA:ADVERTISING MEDIA PLANNING, Jack Z. Sissors & Roger B. BaronMcGraw-Hill, USA