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Sample Media Plan Presentation
Transcript of Sample Media Plan Presentation
Target audience analysis and recommendation
Media habits of the target audience
Recommended media selection rationale
Flowchart, budget, and expected reach and frequency
A media plan is the blueprint for how the advertising message will be delivered to the target audience.
It is a persuasive document
It communicates the rationale behind a recommendation to spend a significant amount of money.
A media plan summarizes work to be done:
Meeting with media representatives
Developing the understanding of the consumer and the marketplace.
Media plans have two main audiences: the clients and the media buyers.
The clients are the first people outside the agency to see the plan.
The buyers eventually have to implement the strategies for the plan to proceed quickly and accurately.
The media plan must be well organized, well written and simply presented in order to flow smoothly through the readers' minds.
A media plan should include:
The need to balance trade-offs is a key recurring theme in media planning
I.E. on television, the media planners decide on what channel the advertisement is going to play, what time it will play and how many times per day it will play.
Target Audience Analysis
What goals the media are expected to accomplish.
Media objectives identify:
How many times the target market should see the advertisement during the introductory and sustaining periods.
I.E. How many people will see the ads/how many times they will see it.
Knowledge of the competitive environment is critical to any media plan.
This includes: budget, media selection and timing of media delivery.
- seeing what the competitor spent to compare to your own budget.
- what media the competitors used. This shows to which media certain parts of the budget are going towards.
Timing of media delivery
- the time of the year/the time of day advertisements are being shown.
This focuses on:
The consumers' media habits
Purchasing syndicated research (using previously-done research of consumers for own benefit)
Information of product usage, demographics and media behavior
Analyzes what programs the target audiences enjoy.
Uses media behavior analysis to compare medias.
Planners must consider the cost efficiency of the media (CPM)
Cost-per-thousand target people exposed
What it costs to use specific media and how many people are being reached.
Media Selection Rationale
"Planners are theoretically free to choose any mass medium"
I.E. Television, radio, magazines, newspapers, outdoor, Internet.
However, the choice reflects on: the advertiser, agency's account team & media management.
Decisions on how and where to advertise are a reflection on the media.
The planner must show rationale to give a good reflection on the brand and the media.
Using background material previously presented to create proposed strategies which will accomplish the media objectives.
The planner(s) use a general analysis of their public to choose a media.
Through this, there is a recommended media to use, how the advertisement will be presented, and the timing in which the advertisement will be presented.
Flowchart & Budget
- summarizes the action elements of the media plan.
Shows that the media will be used, how the advertisements will be scheduled, how much weight will be given to each, the reach and frequency of the plan, ad sizes and the cost of each element that adds to the budget.
All are an estimated cost - will not become final until negotiations are complete.
Sample Media Plan Presentation
Sissors and Baron - Samantha Terry - April 21, 2015
After the advertisement's run:
Planner and buyer prepare a post-buy evaluation
The Post-Buy Evaluation Shows:
For magazines - pages ads were on
Which media the advertisement was on
YouTube Advertisement Example
Subways & Subway stations (Print)
Television (MTV Movie Awards)
Before YouTube videos