ENHANCING THE MEDIA PLANNING CURRICULUM FOR AN EVOLVING MEDIA WORLD

Transcription

1 ENHANCING THE MEDIA PLANNING CURRICULUM FOR AN EVOLVING MEDIA WORLD

2 Beth Donnelly Egan Associate Professor, Advertising S.I. Newhouse School of Public Communications Syracuse University B.S Advertising, Syracuse University M.B.A. Southern Methodist University I spent over 25 years in global media organizations overseeing a variety of clients ranging from Packaged Goods (Coca Cola, Kraft, Campbell's, Pepsi), Beauty (L'Oreal Paris and Avon), Travel/Hospitality (ie. Starwood Hotels & Continental Airlines) and Telecommunications (AT&T Mobility). I m passionate about bringing industry tools and expertise into the classroom to train the next generation of media professionals. A leader in providing strategic communications solutions built on sound business analytics, the understanding of deep consumer insights, a solid grounding in the holistic business situation and delivering creative, unique approaches to engaging consumers.

3 Why This Book Now? 1. Media now leads the campaign planning process 2. While there are media planning texts, there is no book currently that teaches the communications planning process 3. Gaining access to research tools and costs is challenging in an educational setting

4 Media planning entails finding the most appropriate MEDIA PLATFORM to advertise the company or client s brand/product. Media planners DETERMINE WHEN, WHERE AND HOW often a message should be placed. Their goal is to reach the RIGHT AUDIENCE AT THE RIGHT TIME WITH THE RIGHT MESSAGE to generate the desired response and then stay within the designated budget. - Simon Pont, How to Build a Better Mousetrap Communications planning takes THE CONSUMER AS THE START POINT, rather than the brand, and acknowledges that people don t experience brand messages in neatly wrapped and singular packages. People build an overall and ever shifting impression of a brand through a NON-LINEAR SET OF MESSAGES, whether that brand exposure is a million-dollar TV ad, a beer coaster, bumper sticker, or an editorial piece they read on the train. It is CHANNEL AGNOSTIC, and thus argues that brand communications is the SUM TOTAL OF ALL POINTS OF CONTACT WITH CONSUMERS, how they join up, interplay and write themselves large and compelling, adding (with hope) to a significantly greater whole.

5 The industry has answered that challenge by introducing a host of new tools to the planning process.

6 What is commspoint? What does it do?

7 What fuels Commspoint? Consumer data Technical capabilities of media channels Fusions Consumer segmentations Commspoint Research among 15,000 respondents exploring media exposure, suitability of media for tactics, by category Expert Input explores media features known to industry professionals MRI, Simmons, MARS, PMB national consumer surveys Claritas PRIZM Segments

8 The components of the consumer survey Connecting categories, drivers and channels 64 channels TV advertisement Outdoor billboards Search Branded Mobile Apps Which channels are good at communicating about different categories? 90 Product categories Clothing Automobile Mobile device Gasoline Which channels are being reached and how often Reach & Frequency Which channels are good at conveying the different drivers? Potential Impact Which message drivers are important when buying these different categories? Task profile 12 Message drivers Price Fun High Quality 8 Strategy drivers Awareness Consideration Trial

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10 The power of Commspoint

11 The MPE Curriculum includes Over 200 page text covering Media s role in the marketing mix The evolution of media planning to communications planning How media are planned, bought and sold Combines traditional and digital media into broader buckets of video, display, audio, social and mobile The creation and implementation of an integrated paid, owned and earned strategy Fueled by Nielsen s Pointlogic Commspoint tool

12 The Power of Commspoint Students are able to Code target audiences based on Commspoint s proprietary research study Gain insights into audience demos and media usage Define their campaign strategy based on message and strategy tactics built by the student Create a media mix based on channel influence Plan to budget informed by average market rates by medium Analyze reach curves and frequency distribution graphs Compare various plan options Understand the role of each medium under different scenarios

13 What resources the course provides: Lesson Plans Class Activities Lecture Slides Assignments Client Recommendation Media Worksheets Chapter Quizzes Final Plan Project Expert Sessions Simmons Video Tutorials (if your University uses Simmons) Case Study to help them follow Commspoint throughout the text Sample Communications plan for final project

14 Expert Sessions Tim Foley, Director, Pointlogic on power of the tool Matt Prohaska, CEO & Founder, Prohaska Consulting Programmatic Advertising Technology Stacy Bohrer, RVP of Sales, The Trade Desk on the power of programmatic advertising

15 Course Structure

16 Course Structure

17 Course Structure

18 Commspoint Demo

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20 QUESTIONS?

21 Simmons Tutorials

22 What resources the course provides: Detailed Lesson Plans

23 With in-class exercises PRODUCT USAGE ACTIVITY: This activity demonstrates how target audiences can be defined by user groups. Break the students up based on their interaction with Starbucks. Have them actually physically stand in different areas of the room so there is physical separation based on product usage. Have a discussion about how each group may have value to the brand by how you might communicate with each group differently.

24 Media Worksheets

25 Overview of Media Planning Essentials Ø An Overview of the Communications Planning Process Ø The Consumer Decision Journey Ø Media s Role in the Marketing Planning Mix Ø Understanding Target Audiences Ø Setting Campaign Objectives Ø Media Planning Basics Ø The Types of Media Ø The Communications Planning Process Ø Creating an Integrated Communications Plan Ø Measurement & Metrics Ø Writing a Successful Communications Plan Recommendation

26 Awareness High Quality Magazines OOH Online Video Magazine Online Video Mobile Search Search Social Detailed Information Advocacy

27 Awareness Where possible, we will seek to advertise in new environments For example, launches of new shows online Where new routes or transit equipment is launching Illustration by Ben Wiseman

28 Paid Owned Earned