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AT McCANN-ERICKSON determination of basic marketing objectives is the starting point for all media planning and strategy. McCann, which stresses marketing heavily, runs a Marketing Communications Workshop for agency executives and specialists. Shown here, a Workshop session
How McCann makes media decisions
^ Over 75 factors, hundreds of people influence media choices, say McCaiin-Ericksoii marketing men
^ But planning v. p. Kinley explains 11 important yardsticks used hv agency in inter-media selection
It looks like a Kube (h.IiIIici g diagram." said Lee \dler. project director at McCann-Erickson's affiliate, Marketing Planning Corp.
Vdler was explaining a chart prepared from a recent — 1 1 1 < I \ of " \tlitudes. Habits, and \Ioli\es Influencing Media Decisions, made hv Marketing Planning anion 125 outside ad\ ei tisei and agenc) executives.
( )n the chart were dozens "I boxes. ,ii i <>u s, and interconnecting lines, indicating the almost fabulous number
of factors and people which can some
times have a hand in a national advertiser's choice of media.
\ol>od\ at MeCann-Kriekson believes that the job of media -election
is easv or uncomplicated. America's No. 2 agency knows from broadscale experience and in-depth research that climate, geography, personal prejudices, pressure from the held, industrv codes, production costs, ingrained habits and do/en ol other tangibles and intangibles can often swing decisions to tv. radio, newspapers, or skyw i it inn.
But McCann does have a clearly defined operating philosophy and practice for it> own internal intermedia selection and planning. This philosophv was explained in detail recentlj l>v Daniel I). Kinley, v.p. and manager of planning, media, and research at MeCanns home office. I!!') Lexington \ve.. New York.
At McCann, savs kinlev. the establishment of basic marketing objectives, i the starting point for media slrategv. Once the McCann marketing department has worked out these objectives then media goes to work.
McCann believes that 1 1 basic factors must he weighed in all media planning decisions: li budget, -' competitive activ itv . 3 I frequenc) \ -coverage, h continuity, 5) impact on distribution. 6) flexibility, 7) franchise position. 8) standards ol acceptance, 9) cost-per-1,000, 10i
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