MEDIA BRIEF

Company _____________________________________
Product _______________________________________
Date _________________________________________
(1)
(2)
(3)
(4)
(5)
(6)
(7)

Target audience/audiences
Area
Timing and duration of campaign
Purpose of campaign and desired response
Media needs
Creative considerations
Budget

COPY PLATFORM
(copy plan, copy policy, copy outline)
written statement of objectives
and summary of information/facts
doesnt tell you which information to use/emphasize
and how to implement your goals
no standard format
Demographics/Psychographics: what specific
type groups/types of prospects are important?
What are the specific objectives:
immediate?
or long run?
What are the usable benefits?
How will the ad position the product
in the mind of the consumer?
At what age of its market is the product now
How does it affect the ad?
What will be the unique selling proposition ?
keynote concept ? the big idea?
What are reinforcing benefits or proofs ?
What nuts and bolts (necessary promo info)
will be included?

CREATIVE BRIEF
Product __________________________
Period of advertising
Objectives of the Campaign
Target Audience
What the audience now knows about the product?
What the audience now feels about the product
What we want the audience to know about the product
What we want the audience to feel about the product
The main features of the product
Main customer requirements
Main features of competitor

(a)
(b)

Positioning of the product required

Date when the campaign begins

ends

MARICOR ADVERTISING AND PROMOTIONS, INC.

Jergens Lightening Lotion
Target Market:
Primary:

Females, 20 years old and above, belonging to socioeconomic A,B and C residing in Metro Manila and provincial
areas.

Secondary:

Female, 30-45 years old and above, belonging to socioeconomic A,B and C residing in Metro Manila and provincial
areas

Theoretical Media Plan

I. Primary Medium
1. TV
A. Launch
1. First two weeks (January 11-31, 1998)
a. TV spots/week: 16
b. Spending
: P 1,502,840.00
B. Sustaining
1. First ten weeks (January 25 March 31, 1998)
a. TV spots/week : 10
b. Spending
: P 2,250,875.00
2. Second Quarter (Thirteen weeks)
a. TV spots/week : 7
b. Reserve for TV specials : P 800,000.00
c. Spending
: P 3,130,930.00
3. Third Quarter (Thirteen weeks)
a. TV spots/week : 7
b. Spending
: P 2,349,970.00
4. Fourth Quarter (Thirteen weeks)
a. TV spots/week : 8
b. Reserve for TV specials: P 800,000.00
c. Spending
: P 3,577,780.00
TOTAL (TV) : p 12,538,695.00
(Jan-Dec. 1998)

I. Secondary Medium
1. Print
A. Launch : One month
1. First four weeks (January 18 February 15, 1998)
a. Insertion/week: 3
b. Material
: full page, full color, coated
c. Spending
: P 284,000.00
B. Sustaining
1. First ten weeks (February 15 May 2, 1998)
a. Insertion/week: 1
b. Material
: full page, full color, coated
c. Spending
: P 236,500.00
2. Second Quarter (May 3 June 30, 1998)
a. Insertion/week : 1, flighting
b. Material
: full page, full color, coated
c. Spending
: P 132,000.00
3. Third Quarter (July 1 September 30, 1998)
a. Insertion/week : 1, flighting
b. Material
: full page, full color, coated
c. Spending
: P 232,000.00
4. Fourth Quarter (Thirteen weeks)
a. Insertion/week : 1, flighting
b. Material
: full page, full color, coated
c. Spending
: P 204,000.00
TOTAL (Print) : P 1,088,500
(Jan Dec. 1998)

MARICOR ADVERTISING AND PROMOTIONS, INC.

Jergens Lightening Lotion
TV Media Plan
I. Launch
A. First two weeks (January 11-24, 1998)
PROGRAM

STATION

TIME SLOT

RATE/30
SEC.

NO. OF
SPOT

TOTAL COST

ASAP

CH 2

P 40,540.00

2X

P 81,080.00

IPAGLABAN MO

CH 2

P 28,125.00

2X

P 56,250.00

GMA TELESINE

CH 7

P 54,740.00

2X

P 109,480.00

MILLION
DOLLAR MOVIES

CH 2

12:00-2:30pm
Sunday
2:30-4:00PM
Sunday
7:30-9:30pm
Sunday
9:30-11:30
Sunday

P 63,670.00

2X

P 127,340.00

GROWING UP

CH 7

P 54,740.00

2X

P 109,480.00

X-FILES

CH 9

P 44,300.00

2X

P 88,600.00

CHICAGO HOPE

CH 9

P 44,300.00

2X

P 88,600.00

LUZ CLARITA

CH 9

P 39,675.00

2X

P 79,350.00

MIKEE

CH 7

P 54,740.00

2X

P 109,480.00

1 FOR 3

CH 7

P 54,740.00

2X

P 109,480.00

MAALAALA MO
KAYA
RELATIVITY

CH 2

P 63,670.00

2X

P 127,340.00

CH 23

P 25,000.00

2X

P 50,000.00

TV PATROL

CH 2

P 52,140.00

2X

P 104,280.00

EAT BULAGA

CH 7

P 38,900.00

2X

P 77,800.00

MAGANDANG
GABI BAYAN
E.R. YEAR III

CH 2

7:30-9:00pm
Monday
9:00-10:00pm
Monday
9:00-10:00pm
Tuesday
6:30-7:00pm
Wednesday
9:30-10:30pm
Wednesday
8:00-9:00pm
Thursday
9:00-10:30pm
Thursday
9:00-10:00pm
Thursday
6:00-6:30pm
Friday
12:00-2:30pm
Saturday
5:30-7:00pm
Saturday
8:00-9:00pm
Saturday

P 52,140.00

2X

P 104,280.00

P 40,000.00

2X

P 80,000.00

CH 5

MARICOR ADVERTISING AND PROMOTIONS, INC.

Jergens Lightening Lotion
Print
I. Launch
A. First four weeks (January 18 February 15, 1998)
PUBLICATION

SIZE/COLOR

RATE/INSERT

NO. OF
INSERT

TOTAL COST

MOD

full page, full color,

coated

P 22,000.00

3X

P 66,000.00

WOMENS
JOURNAL

full page, full color,

coated

P 24,000.00

2X

P 48,000.00

WOMAN TODAY

full page, full color,

coated

P 23,000.00

3X

P 69,000.00

MISCELLANEOUS

full page, full color,

coated

P 18,000.00

1X

P 18,000.00

WOMANS HOME

full page, full color,

coated

P 19,000.00

2X

P 38,000.00

COSMOPOLITAN

full page, full color,

coated

P 45,000.00

1X

P 45,000.00

TOTAL COST P 284,000.00

MARICOR ADVERTISING AND PROMOTIONS, INC.

II. Sustaining
A. First ten weeks (February 15 May 2, 1998)
PUBLICATION

SIZE/COLOR

RATE/INSERT

NO. OF
INSERT

TOTAL COST

MOD

full page, full color,

coated

P 22,000.00

2X

P 44,000.00

WOMAN TODAY

full page, full color,

coated

P 23,000.00

2X

P 46,000.00

WOMES JOURNAL

full page, full color,

coated

P 24,000.00

1X

P 24,000.00

WOMANS HOME

full page, full color,

coated

P 19,000.00

1X

P 19,000.00

MISCELLANEOUS

full page, full color,

coated

P 18,000.00

1X

P 18,000.00

MR. & MS.

full page, full color,

coated

P 13,500.00

1X

P 13,500.00

COSMOPOLITAN

full page, full color,

coated

P 45,000.00

1X

P 45,000.00

PREVIEW

full page, full color,

coated

P 27,000.00

1X

P 27,000.00

TOTAL COST P 236,500.00

I.

CAMPAIGN
- a complex set of interlocking activities coordinated

comprehensive plan for a series of different but related communication

efforts.

II. ADVERTISING PLAN

Elements
targeting audience who are we trying to reach?
message strategy what do we say to them?
media strategy when and where will you reach them?
right message

right media

Parts of the Advertising Campaign

I.

Introduction

II.

Situation Analysis

III.

Key Strategy Divisions

IV.

The Creative Plan

V.

The Media Plan

VI.

The Communication Plan

VII.

Implementation

VIII.

Evaluation

IX.

Budget

right audience

I. Introduction
executive summary (one page or less)
- highlights key elements
overview of the plan (1-2 pages)
Highlights key elements of the plan
major target audience
coverage period
objectives
campaign theme/slogan
summary of media used
overall budget total
Be precise. Be complete.

II. Situational Analysis

a. Industry Background (current state of business)
b. Company Snapshot (Company Profile)
Mission philosophy
Resources
Organizational structure
Product line
Sales history
Target market
Current/Present positioning
Current marketing needs
c. Competition
d. Consumer behavior
e. Product or brand itself
f. Barriers to purchase

Situational Analysis
Reminder
Communication Problem

and

Advertising cannot solve problems related to:

price
availability
quality
Advertising can only solve message related problems:
K nowledge
A ttitude
P erception
I mage

Advertising Opportunities

SWOT Analysis
Strengths and Weaknesses
(e.g., Crackerjack Golf Club Company new line of golf clubs)
Strengths
Crackerjack is known for innovative products
Strong base in professional golf shops
Highest consumer satisfaction ratings among major brands
Outstanding sales force
Weaknesses
Highest prices in the industry
Advertising expenditures are less than half those of major
competitors
Little trade promotion
Weak presence in mass-merchandise and discount stores.
Threats and Opportunities
(e.g., Crackerjack Golf)
Threats
Increasing number of golfers are buying equipment in massmerchandise
Crackerjacks most-feared rival, Nifty Golf, recently introduced its
entire
Several major competitors have become more aggressive in trade
Opportunities
More people of all ages are playing golf
A major sporting goods chain indicated it would carry Crackerjack
irons allowances and introduce a cooperative advertising
program
Some notable professional golfers have recently switched to
Crackerjack

III. Key Strategy Decisions

Advertising Objectives
Target Audience
Competitive Product Advantage
Product Image and Personality
Product Position

Advertising Objectives
-

evolves from the problem and opportunity analysis

states what the advertising message must a accomplish and

what effect it must have on its audience

Key Strategy Decisions

Advertising Objectives
- approaches
A ttention
I nterest
D esire
A ction

or

D efining
A dvertising
G oals for
M easured
A dvertising
R esults

awareness
comprehension
conviction
action

Key Strategy Decisions

Advertising Objectives
-

does not itself sell goods (except direct marketing) but creates conditions
for selling goods

researches must be aware of the distinction between the two categories

of objectives
MARKETING

vs.

ADVERTISING

and
resist being saddled with objectives that do not properly be in the
advertising arena.

Key Strategy Decisions

Objectives may address concerns:
low awareness of the product name specifications
poor understanding of its features/benefits hostile or indifferent attitudes
confusion between the product and its competitors
weakness in certain sectors of the market
good awareness but low actual use of product.

Key Strategy Decisions

Marketing or Corporate Objectives

vs. Communications Objectives
to sell P500 million worth of cellphones
to create awareness of the new Nokia
cellphone model
to gain at least 25% of the green papaya
soap market
to build awareness about the product
feature or benefit
to achieve at least 30% of profit returns
to build demand on the new model
to introduce a new product
to bring in customer inquiries on the new
to reintroduce an improved product
model
to convince the market about the
products superiority

to create a favorable opinion on the skinwhitening benefits of Kissa Geen Papaya

Soap

Key Strategy Decisions

Advertising Objectives
(seeks to)

establish
modify
reinforce

cause consumers

awareness
knowledge
attitudes
perceptions

to try new product buy more product switch brands

create an image or personality

Advertising Objectives
Sources of Information
-

analysis of sales data

analysis of the market

discussion with sales force, distributors

examination of customer database

customer attitudes

estimates of market share

competition

competive claims

research studies

Key Strategy Decisions

Target Audience
You do not sell to everyone but to Your particular market.
who should they be?
where and who are they?
Segmentation Analysis
Primary Target
Secondary Markets
hot prospects
warm prospects
cold prospects
Key Players
USERS

who uses the product?

PURCHASERS

who actually purchases?

DECISION MAKERS who decides to obtain it?

Present/Existing Customers
Past/Lapsed Customers
New/Potential Customers
Heavy users
medium users
lights users
non-users

By Demographic/Socio-Economic Characteristics
-

sex
age group
area
socio-economic group
(combination of income class or occupational group)

Psychographics
-

life stage groupings

lifestyle
attitudes
behavior
dreams, aspirations

Key Strategy Decisions

Competitive Product Advantage

Feature Analysis in comparison to competitors product.

Product Image and Personality

Positioning

IV. The Creative Plan

Central Theme
Main Idea
BIG Idea
Slogan
Message Strategies

Appeal (fear, pleasure, comfort, convenience)

Execution (i.e. demonstration, problem-solution comparison)

celebrities/ non-celebrities

music/ jingle

children

testimonials

use of cartoons/ spokestoon

Approaches

Slice of Life

Humorous

Dramatization

The Creative Plan

1. Message Strategies
hard sell vs. soft sell
informative vs. emotional
selling prices
product centered vs. prospect-centered
claims
attributes/features

benefits
what can the product do

premises
benefit statement that looks to the future (something will
happen if you use the product)

reason why ( another form of benefit statement)

Unique Selling Price (USP)

(states specific and unique benefit)

support (logic behind the premise, benefit, claim, reason)

facts
proof
explanation
lab tests

V. The Media Plan

1. Identify the media objectives.
2. Identify media/media mix
a. primary
b. secondary
c. tertiary
3. Identify:
a. frequency
b. reach
c. scheduling
4. Identify media targets: T.V. , Radio programs
5. Allocation in various media (how would you spread the budget in various
media?)
Media Objectives:
i.e.

provide optimum reach among housewives 20-35 years old, AB upper C

socio-economic class in all urban areas nationwide

achieve continuity of exposure, with emphasis in the launch phase

VI. The Communication Plan/ Other Activities

Sales Promo

PR

Direct Marketing

Personal Selling

Sponsorships

VII. Implementation

Timetable of key dates for various activities

Campaign flow chart

diagram showing timing of the major events at a

glance

VIII. Evaluation

Did it mark?

How did it work?

How far did it work?

Were the objectives fulfilled?

To what extent?

Now what remains to be done?

1.) carry out a plan of action

2.) discover what happened
What to find out
a.) Campaign Objectives
b.) Creative Effectiveness
c.) Effect on Audience
d.) Problem Solving
Evaluation
Sources for Information

Research

Exam of sales data

Information from Intermediaries:

dealers and distributors
wholesalers
retailers
brokers
agents

Information from branches

Direct response

Sales force

Evaluation
Research
1. By time : before / after advertising
2. By type :
a. Quantitative
b.

Qualitative
usage and attitude studies
market/competitive mapping
awareness studies
concept tests
communication test
recall tests
campaign penetration studies
pre-post test
tracing

IX. Budget
summary of ALL COSTS of the campaign (e.g. media
placements, production costs, talent fees, sponsorships, public
relations, activities etc.)