Jean-Eric PELET - BA (Hons) Advertising, Advertising Process, Course Lecturer: Leslie WALKER Handed in: 23.03.99
Advertising Process Course Lecturer: Leslie WALKER Assignment N°1 - Media Plan Hand-in day: 23.03.99
Jean-Eric PELET BA (Hons) ADVERTISING
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Jean-Eric PELET - BA (Hons) Advertising, Advertising Process, Course Lecturer: Leslie WALKER Handed in: 23.03.99
Advertising Process 1998 - A rebranded version of ProDec Weatherguard called Homedec Muracoat should be launched in July 1999 forming the central part of a new Autumn Advertising campaign - selling through large DIY retailers. The media spend for the Autumn above the line advertising is £1.5 million split as follows: Industrial Division Media Specialist Press: 180K (12%)
Retail Division Media Newspapers: 280k (18.66%) Regional TV: 560k (37.33%) Transport: 270k (18%) Local Radio: 70k (4.66%)
Plus estimated production cost of £140 (9.33%) --------------------------------------------------------------------------------------------------------------Above the line = £1.5 million (100%) Knowing that Steve Smart (responsible of this assignment because of its mistake) has underestimated the cost of its production quotation (£ 110k down) - or in other words, its campaign costs a lot more than thought (£ 110k more)-, and knowing that he has got a commitment (it does not mean that the money will be spent), we have got two solutions for him, in order to keep the candle burning until the two people (Richard Dowton and Brenda Micklehouse) come to fight him: • Either we ask the client to give more money, first solution, or • we try to adjust the media planning, second one. We will ask the client to give more money, c'est-à-dire £110k in plus. Bust first of all, the choice of Target Audience. 1. Target Audience Targeting an audience is all about being precise. As a commercial campaign, four forces which may lead to the sale have to be considered: a. Who uses the product? The main users of this product are men without discussion, we will therefore chose them as gender of our selected audience, even if the TGI1 suggests that female represent 55.8% of the DIY2 market, which is although an important percentage. (penetration -or composition- of 75.8% men in the DIY market). b. Who purchase the product? The purchasers of our paint are the men: it is not the kind of product that one normally offers, therefore, female will not buy it. c. Who decides to obtain it? The men will be the decision makers by deciding by themselves to purchase it. d. The influencers They could either be the female, asking their husband to repaint the outdoor wall, but the men could also have the same idea. They will be the influencers of our targeted audience.
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TGI: Target Group Index - BMRB International, volume 30 - Leisure - 1993 - p196 IY: Do It Yourself
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Jean-Eric PELET - BA (Hons) Advertising, Advertising Process, Course Lecturer: Leslie WALKER Handed in: 23.03.99
The choice of DIY target audience The figures provided by the TGI book suggests as close audiences of our exercise: • Painting inside • Paint outer win/doors • Paint outside walls and • Done any DIY Because none of them (apart from "done any DIY") really corresponds to what we are looking for, it is safer to chose the "done any DIY" audience, even if it is a wide one. Where are they? 64.4% of DIY men live in the south-east and in the East Anglia counties of England 3. Every percentage given below concern the "Done any DIY, men" audience in England
How old are they? According to the TGI book, here are the percentage given for ages. 25-34 76.5%
35-44 77.6%
45-54 75.4%
We will choose the 25-54 years old segmentation. Social class? We will choose the upper-higher professional/lower professional class audiences (AB-C1), considering the fact that our males may own a property either in England or both in England and in another country from Europe, as a second home, which sometimes may require decorating. Again the TGI gave us: A-B class 63.8%
C1 class 64.2%
Other percentages: 74.7% of our target audience have an income between £15,000 and £19,999, 72.6% live in home between 1 and 4 years, 76.7% are working full time (57.2% are not working), 74.2% are married, 69.3% are medium users of commercial radio, 72% are heavy poster exposure. 2. Duration of the campaign Because the paint (Homedec Muracoat) should be launched in July, the July month will be the most advertised. But the campaign has to start earlier than July, to make people aware of the existence of the product, and stop later, to remind them that the product exists. 3
TGI: Target Group Index - BMRB International, volume 30 - Leisure - 1993 - p196
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Jean-Eric PELET - BA (Hons) Advertising, Advertising Process, Course Lecturer: Leslie WALKER Handed in: 23.03.99
This campaign will thus last 6 months, starting in April, finishing in September, with a peak in July. It finishes in September, considering factors such as the oncoming winter months and the growing economic activity of each autumn that does not permit anybody to spend to much time for the DIY leisure time. 3. Coverage April M
May N,M N,M
June TV,N,M TV,N,M TV,N,M
July August TV,T,R,N R,N,M TV,T,R,N R,N,M TV,T,R,N R,N,M TV,T,R,N /\ Launch of the product
TV= Regional Television R= Local Radio M= Magazines
September N,M N,M
N= Newspapers T= Transport
4. Media titles Television The only local television available in the south is Meridian TV. Thus, it is the one we will choose. Meridian Broadcasting is the ITV broadcaster for South and South East England serving a population of 5.5 million people in an area which extends beyond the Thames estuary to Essex in the North and takes in all the major centres of population as far West as Weymouth in Dorset. The region also incorporates a significant proportion of the Thames Valley and in total represents over 10% of the UK's viewing public4. Meridian is first and foremost a regional television company, and has built up a remarkably successful slate of regional programmes together with an award winning news service, Meridian Tonight. Radio The local radio available in the south are Power FM and Ocean FM. Each one has a broadcast area composed by Portsmouth, Southampton and Winchester. These two FM transmitters belong to the Ocean Radio Group. • The Power FM programming profile is chart and contemporary hits, entertainment and information. • The Ocean FM programming profile is 25-45 years old people, adult contemporary music, entertainment and information5.
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From: www.meridiantv.co.uk TGI: Target Group Index - BMRB International, volume 30 - Leisure - 1993 - p196
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Jean-Eric PELET - BA (Hons) Advertising, Advertising Process, Course Lecturer: Leslie WALKER Handed in: 23.03.99
Transport We are going to use one company: • Maiden Outdoor Advertising Ltd This company covers national and regional areas, and will particularly be used in the South East county of England. Newspapers The selected newspapers take into account the highest percentages of DIY readership, men, A-B-C1 class, extracted from the TGI book: Daily Star Daily Mirror/Daily Record Financial Times, News of the World Magazines Again, the choice of magazines has been defined according to the highest percentages the TIG book gave us, in relation to the DIY, men, A-B-C1 class audience: Title
Country Life Exchange & Mart (Southern Edition) Country Homes & Interior Country Living Good Housekeeping
House & Gardens Homes & Gardens Ideal Home
Do-It-Yourself Garden Answers Practical Householder
Editorial Profile Country side, environment, architecture, fine arts, gardens and gardening, sport, antiques, the performing arts property, motoring and fashion Include products and service for sale, motoring, boats, holidays, DIY and business are particularly well covered
Frequency Weekly Thursday
Features on properties and home furnishings, details of stockists, advice on effects, suggestions on entertainment at home and about Covers all aspects of the country side, homes and gardens, entertaining, style, beauty and health, general interest features and people profiles Complete lifestyle, magazine focused on home and family, combines fashion, beauty, homes, gardening, family and health issues with cookery and consumer features, researched and tested in the Good Housekeeping Institute All aspects of interior design and decoration - other features include extensive wine and food, travel, outdoor living, antiques and exhibitions Features on property world-wide, creative suggestions on home furnishings, advice on gardening, information on courses plus a practical cookery section Combines home interest and lifestyle articles, including decorating ideas, design and style links, houses, gardens and a range of cookery. Fashion, beauty, health, well-being, travel, general and consumer features Hard news, product news, city news, promotions and special features reflecting recent developments in hardware/DIY housewares and garden retailing UK magazine for home and garden improvements. Mix of tips and advice, easy to follow projects, product tests and the best buys available for today's home and garden improver.
monthly
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Weekly Thursday
Monthly 4th Monthly
Monthly
Monthly
Monthly
Fortnightly Friday Monthly 13 issues per year
Jean-Eric PELET - BA (Hons) Advertising, Advertising Process, Course Lecturer: Leslie WALKER Handed in: 23.03.99
Thanks to this information, the provided media planning gives the tariffs of each of our chosen media, according to their frequency during the given period. We will thus use the television, the local radio, the newspapers, the magazines and the transport, and spend £110k. Our choice is to keep the same distribution process concerning the part of each media in the overall amount of money: Newspapers-Magazines: 18.66% Regional TV: 37.33% Transport: 18% Local Radio: 4.66% ---------------------------------------------78.65% But because we have not taken into account the production cost (140k, 9.33%) and the money earned by the agency thanks to the specialist press (180k, 12%) for the new Autumn Advertising campaign, we can now say that the 78.65% become a 100% of the £110k, in order to keep the right proportions. The distribution then becomes: Newspapers-Magazines: 23.72% = Regional TV: 47.46% = Transport: 22.88% = Local Radio: 5.92% = --------------------------------------------------100.00%
£26,092 £52,206 £25,168 £6,512 -----------£110k
Here are the spend ( )relatives to each of our chosen media. Here is how we, as a competitive advertising agency, can try to help Steve, by applying this media plan. Please refer to the media plan.
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