What Makes A Great Media Brief? How To Make Great Advertising Work Harder? The Media Department ? Don’t bother me -- I’m optimizing a schedule. Grunt! Is it time for lunch yet? NOT TRUE! Unless the media brief says: “The most GRPs at the lowest cost.” Or there is no media brief. The media brief is the cornerstone of the media plan. Without it, everything falls apart. So, what does make a good media brief ? A Good Brief Is . . . Focused on key issues A free exchange of information An opportunity to debate Critical for creative media solutions Critical Elements First, some marketing background Role of advertising/other communications A detailed target audience profile What is the desired consumer response? Geography, seasonality or timing issues Creative considerations Budget Timing Media Briefing Checklist 1. Marketing background Client’s business objectives/strategies Market/category information Sales/share goals Product changes or launches Promotion & packaging Distribution . . . etc Review of current advertising program (include successes, failures, problems) Media teams must have a “feel” for the market & the clients’ product Important to share information Organize store visits Anything that builds a better understanding should be explored Media Briefing Checklist 1. Marketing background Media Briefing Checklist 2. The Role of Advertising/Other Communications Stimulate/increase awareness or trial Maintain current positioning Launch a new brand Reposition a current brand Re-launch a declining brand Increase frequency of purchase/usage Generate immediate leads/sales . . . etc Reebok owned Olympics broadcasts as Official Sponsor in Taiwan Nike blocked from most Olympics- related media Role of advertising: Ambush! Find creative ways to associate Nike with the Olympics Media Briefing Checklist 3. Target Audience Who is buying the brand now ? Who is using the brand now ? Who do we want to target ? Who are we trying to influence ? Demographics Psychographics Purchase influence & decision-making TV delivers across broad demographics --targeting narrow segments will often perform well against broader targets Defining Demographics TV delivers across broad demographics --targeting narrow segments will often perform well against broader targets For example, buying against Women 18-39 performs well against Women 25-54 (however,the reverse is not true!) Defining Demographics