FlowchartStandard Broadcast CalendarMarkets.ppt

Flowchart/Standard Broadcast Calendar/Markets Media Planning Tonight’s class will cover: Homework review Some new material – Flow Chart, Standard Broadcast Calendar Print New Material on SOV Review for Mid term exam Flowchart A graphic presentation of all major actions that comprise a media plan Presented in notation form enabling planner to place great deal of information in small space. Most important function is to provide a bird’s-eye view of plan of action Includes a week by week showing of activity by media, cumulative budgets and grp’s Flowchart Many times clients, account service and creatives think the flowchart is the plan. It is just a small, but important part of the plan. Example of RBB Sporting Goods Flow Chart shows week by week of Network TV, Cable TV, Recap by quarter with Reach and Frequency, Magazines by title, Internet, Total flight GRP’s/Reach/Frequency and budgets. Standard Broadcast Calendar*****Important On the flowchart, notice the weeks at the top of page. Advertising is planned and purchased on a different kind of calendar. Standard Broadcast Calendar. Weeks start on Monday, end on Sunday Month ends on last Sunday of the calendar month and begins on the first Monday of the next month. Standard Broadcast Calendar All of advertising adheres to this calendar. View 3 year Standard Broadcast Calendar The Standard Broadcast Calendar is designed to conform to the uniform billing period adopted by US Broadcasting industry. Standard media week ends on Sunday. Standard billing month always ends on the final Sunday of a calendar month. Markets: DMA/TSA/MSA What is a local market to a media planner? A group of people living in a certain geographic area who are likely to buy a given product or brand DMA****Important Designated Market Area DMA Used by Nielsen (and advertising industry) for a television market. Includes counties in the metropolitan area of a market. Statistical area TV markets are categorized by DMA. TV is measured by DMA’s Den