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Nothing is simple in life or media planning. There are many considerations such as client goals, budgets, geography, and target audiences. Yet, when first faced with a blank sheet of paper on which to create a media plan, there are basic guidelines that can help you choose the right media. Here is a primer on media types and their strengths and weaknesses.

Pros
• Broadest reach possible, reaching almost every US Household
• Very high viewership (a single exposure can reach a mass audience)
• Sight, sound and motion combine for strong impact and can create emotion
• Can use to demonstrate product or service
• Strong branding
• Connection with high profile or targeted programs
• TV has broadest reach and lowest clutter; Cable offers more targeted networks, but much more ad clutter

Cons
• High out of pocket cost for :30 spots
• High production costs
• Weak summer ratings
• Ratings decline as younger viewers shift to other devices for viewing (mobile, iPads, online, etc.)
• Ad-skipping equipment/options (although some studies do show branding still possible as viewers do remember seeing McDonald’s logo or can of Coors Light even when fast-forwarding.)

Pros
• Targeting
• Mobility (in-car listening high)
• Listening loyalty to stations/DJs (average person has a 3-station preference)
• Cost-effective
• Those with limited budget can often get stations to record reads at no cost and need only develop a radio script
• Promotional and merchandising opportunities

Cons
• Audio (no visual to help impact audience)
• Ads can get lost in clutter of some stations
• Difficult to build reach, easier to use this medium for frequency

Pros
• Can have high readership level
• Able to target based on magazine type and its readership qualitative data
• Strong visuals can catch attention (and 4C much better quality than in newspaper)
• Allows for in-depth product explanation
• Long shelf life
• Offers price shopping/coupons

Cons
• Many ads in magazine/on website can cause clutter
• Can be high out-of-pocket cost for larger or unique size units
• There are so many magazines that choices may seem to be too many
• Lead time for a monthly print magazine is long (so no easy, quick changes)
• Long shelf life doesn’t allow for short-term sales/coupon offers

Pros
• Immediacy
• Older, but loyal audience who regard what is in newsprint as credible
• Daily newspaper can reach a relatively large audience in a market
• Can place a newspaper print ad more quickly and efficiently than magazine
• Good for prime shopping/coupons

Cons
• Circulations are declining
• Difficult to target a specific consumer
• Skews older (50+)
• Limited negotiability

Pros
• Effective for short messages and simple ideas
• Attention grabbing
• Low CPM due to the large daily audience
• Message available throughout 24-hour day
• Can target specific locations

Cons
• Difficult to communicate any product or service details
• Prime locations can be expensive and go quickly
• Short exposure time of 6–8 seconds
• Unable to change message quickly on a print billboard
• Effectiveness can be affected by the environment, weather, etc.

Pros
• Can target consumers using multiple factors
• Results can be easy to track
• Helpful in reinforcing existing relationships
• Unlimited message length
• Price shopping /coupons

Cons
• Costly (rising postal costs and production and paper costs)
• Low response rate (2–3% is normal)
• Can be considered “junk mail” by a consumer and never even read
• Only as good as your mail list

Pros
• Able to sell and communicate directly with customers (users can interact with your ad)
• Able to reach engaged consumers 24/7
• Easy to change message or track and optimize most successful message/creative
• ROI accountability with click-thru rates and time spent with ad

Cons
• Must have a viable website to link to (and user-friendly, or consumer will not return)
• Advertising clutter
• Advertising can be considered intrusive

Fill in the missing brands in these slogans and see how you rate.

1. With a name like __________, it has to be good.
2. You’re in good hands with __________.
3. __________, no one can eat just one.
4. See the USA in your __________.
5. __________ — They’re magically delicious.
6. Between love and madness lies __________.
7. __________ — Proud Sponsor of the Comeback.
8. A nose in need deserves __________ indeed.
9. Yo quiero __________.
10. __________. We bring good things to life.

Bonus: __________. More experience than our name suggests.

11: You surely cheated.
10: You are truly an ad geek. You’re our kind of people!
7–9: You’ve consumed more than your fair share of Cleveland TV.
4–6: You’re the average American TV viewer.
1–3: Welcome to our country? When did you get here?

1. Smuckers 2. Allstate 3. Lays 4. Chevrolet 5. Lucky Charms 6. Obsession (Calvin Klein)
7. MetroHealth 8. Puffs 9. Taco Bell 10. GE (General Electric) Bonus: Virgin Atlantic

How did you do? Leave us your quiz results in the comment section below or tweets us @MelamedRiley!

If you want to test your brand knowledge a little bit more, check out this fun Logo Quiz app.

With its PPM service, Arbitron ratings for Cleveland are updated on a monthly basis. March 2012 was just released and, as always, we delve into the numbers to see how the stations we have bought are doing for our clients.

Many of our broadcast clients focus on the Women 35–64 target demographic. These are the women who are purchasing items for the household, concerned about their families. And here are the results:

Overall, on a Monday–Sunday 6 a.m.–12 a.m. basis, the top five stations are WDOK-FM (The New 102), WMJI-FM, WHLK-FM (The Lake), WQAL-FM (Q104), and WGAR-FM.

In the key Morning Drive area, the ratings are as follows:

1. WDOK-FM / 1.2 / 5,400 listeners / Soft Adult Contemporary
2. WMJI-FM / 1.1 / 4,800 listeners / Oldies
3. WQAL-FM / 1.0 / 4,600 listeners / Hot Adult Contemporary
4. WGAR-FM / .8 / 3,600 listeners / Country
5. WTAM-AM / .8 / 3,400 listeners / News/Talk

The winning WDOK Morning team (Jim McIntrye, Jen Toohey and Trapper Jack).

With its at home and office listening, the Midday daypart reveals a slight change as all music WHLK moves up into the top five. Notice that Midday listening actually outperforms Drive times for this demo.

1. WDOK-FM / 1.7 / 7,700 listeners
2. WMJI-FM / 1.5 / 6,500 listeners
3. WQAL-FM / 1.2 / 5,100 listeners
4. WHLK-FM / 1.1 / 4,700 listeners
5. WGAR-FM / 1.0 / 4,400 listeners

Finally, let’s take a look at PM Drive:

1. WDOK-FM / 1.5 / 6,400 listeners
2. WHLK-FM / 1.4 / 6,300 listeners
3. WMJI-FM / 1.2 / 5,500 listeners
4. WZAK-FM / 1.1 / 4,700 listeners
5. WGAR-FM / .9 / 4,100 listeners

And for a change of pace, let’s look at the Adults 18-24 target of our favorite university. Topping the ranker is WAKS-FM with WENZ-FM following in second place and WQAL-FM, WMMS-FM and WGAR-FM rounding out the top five.

Of course, we all know that the Giants defeated the Patriots 21-17 in Super Bowl 2012 (sorry Belichick). But did you know these other interesting facts and record-breakers?

• Did you know that 4 of the top 5 Super Bowl ads starred canines? Go doggies!

• For your viewing pleasure, did you know the #1 ad was:

• “Man’s Best Friend” ad for Doritos required only a $20 investment in initial production because of the company’s continued use of crowdsourcing.

• Most of you know that the cost for a :30 Super Bowl commercial was $3.5 million on NBC. But did you know that local NBC-affiliate WKYC averaged $40,000 per spot from Cleveland advertisers?

• Did you know that 71% of all US TV households were watching the Super Bowl?

• Did you know Super Bowl 2012 set a new record as the most watched TV program in US history with 111.3 million average viewers and an average 47 Household rating? The other top shows were #2 Super Bowl 2011 (111 million), #3 Super Bowl 2010 (106.5 million) and #4 the M*A*S*H finale (106 million).

• In Cleveland, the Super Bowl achieved a 49 Household rating with 71% of all homes in NE Ohio tuned in. Nielsen estimates that 1.2 million viewers were watching in the Cleveland area, but that is probably actually low as it does not take into consideration crowd viewing at home Super Bowl parties or out-of-home big screen viewing at restaurants, etc.

• Did you know the game and post-game ran exactly 3 hours, 30 minutes?

• Did you know that the social comments made during the game set a record at 12.2 million comments? In second place were the 2011 MTV Video Music Awards at a mere 3.1 million.

• U.S. Federal authorities seized and shut down 307 sports-related domains in advance of Super Bowl with 16 allegedly involved in unauthorized live sports streaming and the remainder selling fake professional merchandise. It was the biggest seizure to date under the Immigration and Customs Enforcement (ICE) crackdown since the program began in June 2010.

• NBC and the NFL have apologized for MIA’s hand gesture during the half-time show. No word yet if the FCC will fine anyone.

• And here are the other Super Bowl ads in case you missed any.

Some – such as Gidget the “Yo quiero Taco Bell” Chihuahua that improved company sales and extended merchandising success – are triumphant. Others, however, can drive you insane. There are images, spokespersons and catch phrases that resonate with the public, positive or negative.

When a new key person came to AFLAC with thoughts of firing the feathered icon, surveys from consumers, critics and staff all unanimously said he should keep the duck (and he did).

Successful icons totally connect you with the brand. If I said “like a good neighbor,” you would finish it off without thinking. See a pink bunny beating a drum across the screen and I don’t have to tell you what battery comes to mind.

With those thoughts, I polled our staff on the icons they loved and those that might cause someone to go postal (always good to know about one’s colleagues). Interestingly, most of the positive ones often came from childhood while the negatives were more recent.

Multiple folks loved and fondly remember Smokey the Bear and “only YOU can prevent forest fires.” And a majority mentioned Clara Peller asking “Where’s the beef” in the classic Wendy’s commercial as well as the aforementioned Taco Bell Chihuahua.

Other notable classics were:
• He likes it! Hey Mikey!
• Bud Light’s Spuds Mackenzie
• The California Raisins
• Timex – Takes a Licking and keeps on Ticking
• Acura. Precision Crafted Performance.
• Make 7 Up Yours (one copywriter loved its word play due to various readings).

On the other hand, many felt Honda’s animated Mr. Opportunity to be both obnoxious and a sign of laziness (can’t get a real actor?). Another felt that the Burger King “King is the creepiest icon ever.”

Don’t sing “in the valley of the Jolly (ho, ho, ho) Green Giant” unless you want to make one of our senior members cry in pain. And if Speedy sings “plop, plop, fizz, fizz” one more time – I know someone who will smash his little face in.

Finally, if you were wondering what icon resonated the most with me – it would be one that I saw as a child and has been entrenched in my mind’s eye ever since: Iron Eyes Cody’s crying Indian in the anti-pollution commercial brought to us by the Keep America Beautiful campaign. Many credit it with starting the environmental movement in the United States.

So what about you? Let us know which icons you love … or love to hate.

(with apologies to Clement C. Moore)

‘Twas the day before deadline, when all through the place
Employees were working quite the hectic pace.
Chuck smiled, his ledger was black and not red,
While visions of commissions danced in his head.

Brand donuts were built by Dave all afternoon.
Jim Vitamixed smoothies while blasting a tune.
AEs chattered on client conference calls
Then handed out orders while rushing down halls.

Creatives were staring at blank sheets of white
Then the wine flowed, with ideas taking flight.
We in media were developing plans
On paper-strewn desks, calculators in hand.

When what to our wondering eyes should appear
But an e-mail alert of “The deadline is here!”
Springing up from our chairs, we charged out the door
Powerpoint in hand, storyboards and much more.

Promotions beginning next month all sound great.
“But what do you mean we must up the start date?
You want to start next week? Well, we’ll get it done.”
For tomorrow comes new tasks, deadlines and fun!

ABC is introducing seven new programs, and is also bringing back its Tuesday comedy block featuring Tim Allen’s Last Man Standing at 8 p.m. This is good.

Man Up will be next at 8:30 p.m. This is not good.

On Wednesdays at 8 p.m., Suburgatory hits the airwaves, which is about a teenage girl whose father moved her to what he mistakenly thinks will be a better life in the suburbs.

Four soap-like dramas are also on the way, including Revenge with Emily Van Camp as a young lady returning under a new identity to the Hamptons to wreck the lives of the rich families who destroyed her father when she was young.

Also on tap is another ’60s Mad Men wannabe about stewardesses in Pan Am, which airs Sundays at 10 p.m.

Also, be on the lookout for the much-talked-about revamp of Charlie’s Angels (this time, the girls are ex-crooks), which airs on Thursdays at 8 p.m.

Last (and least) is Once Upon a Time, airing Sundays at 8 p.m. (Extreme Home Makeover moves to Friday at 8 p.m.) In this gem, a tough bail bondswoman played by Jennifer Morrison is really the lost daughter of Snow White and Prince Charming and she must fight the curse of the evil Queen. Seriously.

CBS has the least new shows with five (two comedies and three dramas). Both sitcoms are odd couplings with Monday at 8:30 p.m. housing the good comedy of 2 Broke Girls, about a diner waitress and a bankrupt heiress. This comedy is the highest-rated comedy ever tested by CBS. The other is How To Be A Gentleman, pairing a very traditional refined writer with a bad-boy-turned-personal-trainer (Kevin Dillon), airing Thursdays at 8:30 p.m.

Many are looking forward to a highly-touted drama titled A Person Of Interest, starring James Caviezel and Michael Emerson, where an ex-CIA agent believed dead and a mysterious billionaire who team up to prevent violent crimes. All they have to go on is a social security number of a person who may be the potential victim or the evil perpetrator. This airs Thursday at 9 p.m. (CSI moves to Wednesday at 10 p.m.) A Gifted Man stars Patrick Wilson as a brilliant but arrogant surgeon (is there any other kind?) who begins to change after running into his ex-wife, a doc at a free clinic. Only one hitch – she’s a ghost. Think Ghost Whisperer meets House. This airs Friday at 8 p.m. Unforgettable has Poppy Montgomery playing a former cop who has a perfect memory. She reunites with ex-partner/ex-lover Dylan Walsh. It has the coveted Tuesday 10 p.m. timeslot. (Good Wife moves to Sunday at 9 p.m.) Here are previews of these three dramas.

My predictions: 2 Broke Girls and X-Factor will do well. And keep an eye out for Smash in January. As for my cancellation picks: Don’t expect Once Upon a Time, Playboy Club and How To Be A Gentleman to be around next fall. IMHO.

Every May, the networks announce their official new fall season schedules and explain why advertisers should invest their dollars in these shows. The first two broadcast network presentations were NBC and Fox.

NBC is aggressively adding comedies on Wednesday and a new Thursday sitcom. But most of NBC’s hopes are pinned on the Spielberg-produced show, Smash, about the attempt to get a musical based on Marilyn Monroe to Broadway. So much hope and support, in fact, that Smash will premiere in January on Mondays at 10 p.m. following the return of NBC’s big hit The Voice, which will air from 8 to 10 p.m. Speaking of The Voice, that show will shift from pre-recorded to live contests in June.

Donald Trump also used the presentation to officially announce that he will not be running for president. Instead, he will continue with Celebrity Apprentice after football (fingers crossed there will be an NFL season).

Some of the strongest audience applause was for Wednesday’s 8 p.m. sitcom Up All Night with Christina Applegate, Will Arnett and Maya Rudolph. A married couple of partygoers must now confront the changes a new baby brings to their lives. See clip below.

 

 

There is Playboy Club (a Mad Men wannabe), Whitney (featuring comedienne Whitney Cummings) and Grimm (for fans of the supernatural), among others. Check out more NBC new show trailers here.

As for FOX, they announced four new comedies, three dramas and, of course, The X-Factor for the 2011-2012 season as well as the Seth McFarlane version of The Flintstones for 2013. Besides Simon Cowell’s show (and, yes, Paula is coming with him), you might want to check out the drama Terra Nova and I Hate My Teenage Daughter sitcom.

And for those needing a J.J. Abrams fix, there is Alcatraz, which will air Mondays starting in January after Terra Nova finishes its run. So what do YOU think? Will you be tuning in?