a)    Investigating  communication channel opportunities

understanding how and when consumers use media and receive communication messages;  assessing qualitatively and quantitatively the role of all potential channels in delivering communication objectives (e.g. sponsorship, PR);  recognising changes in the communication environment;  exploring the possibilities created by new communication channels (e.g. interactive);  evaluating channel performance (e.g. cost, reach, effect, qualitative fit, depth etc.);  examining channels’ delivery of audiences in terms of lifestyle, attitudes and socio-demographics. 

b)    Defining communication tasks, targets and budgets

working with brand and channel planning agency teams;  agreeing the brand’s business priorities, marketing activities and tasks;  defining target audiences in terms of volumetrics, attitudes and socio-demographics;  defining specific marketing and communication objectives;  deciding budget parameters using AIM methodology and Minimum Effective Weights;  evaluating alternative communication channels for each task. 

c)    Developing creative Communication Plans

compiling draft plans which pull together all brand communication tasks;  co-ordinating plans with those of other brands in the category;  exploring all potential ‘meeting points’ between the brand and the consumer;  using BrandKey to stimulate ideas on use of communication channels;  building in experiments with new communication channels (e.g. internet);  responding to channel opportunities inspired by creative campaign ideas;  optimising timing and integration of communication activities;  searching for opportunities to achieve ‘breakthrough’ in media cost effectiveness;  formulating the brand’s mandatory annual Communications Plan;  developing a vision of longer term communication activities.

d)    Implementing integrated communication campaigns

developing implementation briefs for each specific channel;  selecting and managing the team of agencies and the specialists involved;  integrating the efforts of different agencies;  evaluating plans prior to implementation;  responding to new ideas as they emerge during the implementation process;  participating in agency negotiations and understanding the implications;  exploiting opportunities for local media deals.

e)    Evaluating campaign cost efficiency and effectiveness

identifying relevant measures of campaign efficiency and effectiveness;  reviewing the role of current research techniques in measuring effectiveness;  developing measurement tools for campaigns that use emerging and alternative media;  ensuring monitoring systems are in place to measure media delivery;  building models of campaign effectiveness;  distinguishing cost effectiveness and efficiency by channel and creative treatment;  benchmarking spend levels and cost effectiveness;  assessing return on investment;  feeding back campaign results to agency team.

Tasks:

·      Set up a presentation with a media expert to review trends in media consumption.

·      Attend training days run by your local media planning/buying agencies.

·      Learn more about a specific media area by meeting a media owner (e.g. cinema, outdoor, internet).

·      Ask your company's media specialist to explain Unilever's Communication Channel Planning (CCP) process.

·      Schedule a session with your Channel Agency on the use and application of CCP tools e.g. Aim/Mac, Abacus etc.

·      Attend a creativity session to generate unconventional media ideas.

·      Review well written Communication Plan documents.

·      Read through an example of an implementation brief and a detailed implementation plan.

·      Carry out a buying review by attending an agency debrief or reading a summary report.

·      Ask a media auditor to explain how they measure efficiency.

·      Request your Market Research department to run a briefing on the role and application of MR in Communication Channel Planning.

·      Brief your agency to explain media econometrics.