adv 435 ch 7 media
TRANSCRIPT
ADV 435
Chapter 7 Media Strategy and
Tactics
Overview
Consumers are distracted
• No Long Just watch TV
• Multi tasking
•Cell Phones
•iPads
•Laptops
•TV as background
Purpose
Efficient and Effective
communication
Purpose
Efficient = Most delivery for least
cost
Effective = Media that influences
and enhances message
Starts With
Budget
•which media to include
•Impacts creative
Plan Objectives
• Reach
• Frequency
• Timing (start/end)
• Time Frame (#weeks/mos)
• Delivery Options
• Impressions
• GRP’s & TRP’s
Plan Objectives
• Reach
• Frequency
• Timing (start/end)
• Time Frame (#weeks/mos)
• Delivery Options
• Impressions
•GRP’s & TRP’s
Plan Objectives
•Quantitative
•Qualitative
Plan Objectives
Quantitative
• Delivery of Message
• How
• Where
• When
• To Whom
Plan Objectives
Qualitative
• Impact of Message
• Public
• Private
Quantitative Objectives
Reach = # DIFFERENT
people exposed in
given period
Ex: 75% men 45-74 Sept-Dec
Quantitative Objectives
Frequency = # Times
people exposed
in given period
Ex: 80% women 25-34 3x per
week in four weeks
Quantitative Objectives
Reach & Frequency
Are inversely related.
As you increase freq,
Reach drops
Quantitative Objectives
Reach & Frequency
Are inversely related.
To increase both:
• Lengthen Schedule
• Increase budget
Effective R & F
How many People &
How many Repetitions
Does it take to achieve
Desired awareness
Effective R & F
How many times:
“No Final Exam” vs. “theory
of relativity”
Effective R & F
How many People:
Class Announcement vs.
Blackboard
Effective R & F
General Considerations
• One exposure has no impact
•Exception: Super Bowl Ads????
• Main Thrust should be Freq.
• 2x in 4 weeks is minimum
• 3x in 4 weeks is Optimal
• beyond 3x in 4 weeks = law of
Diminishing returns
Effective R & F
General Considerations• Wear out is not frequency based but rather creative
• Great ones don’t wear out!
•http://www.youtube.com/watch?v=VFKifpMtlNs
•http://www.youtube.com/watch?v=Ug75diEyiA0&feature=related
•http://www.youtube.com/watch?v=rmPRHJd3uHI&feature=related
Effective R & F
General Considerations
• Lesser Known Brand – Focus on
Frequency
• Better Know Brand – Focus on Reach
Effective R & F
General Considerations
TV Dayparts = different goals
•News & prime Access = Frequency
• Less costly, more spots
• Prime = Reach
• More costly, less spots
Effective R & F
General Considerations
Magazines = different goals
• Thick = More Reach
• more to read/ longer to respond
• Thin = More Frequency
• Less to read, quicker to respond
Effective R & F
General Considerations
Greater SOV = Greater benefit
from increased frequency
Timing
When sales or high or low?
•Aim for sales inclination(when people buy)
• Start schedule just ahead to allow
awareness to build
• use teaser ads (coming Soon)
• use ads with start dates
• Fish when they are biting
Timing
Budget Constraints
Flighting or Pulsing?
• Flighting provides more impact in less time
• Pulsing creates impression of constant
advertising
• Out of sight = out of mind
Timing
Competitive considerations
• If budget allows, match timing
• If not, seek alternative periods
• Be aware of customer expectations• Best Food Day
• Sunday Car Section
• Sports Section for beer, gear
• Opportunities to recoup or increase SOM
Timing
Specific Goals of Brand
• New Product Launches
• Re-launches
• Model Year Intros
Timing
Product Availability & Promotion
Requirements
•No Product = No ads
• No Participation = no Ads
• Oprah Web Coupon for
Free Lunch of
Kentucky Grilled Chicken
May 2009
Timing
Seasonality
• Shovels in Summer?
• Water Ice in Winter?
• Yet Fashion has long lead into season.
• Try finding:
• Ear Muffs
• Gloves & Boots
Timing
Stage of Product Life Cycle
• Earlier = More $ & Weight
• Windows of Opportunity
to be first or only on air
• Later = More Media options as
Target(s) expand
GRP’s vs. TRP’s
Sometimes considered same
Actually:
GRP’s = Population as whole
TRP’s = Specific demo
Strategic Considerations
• Target Audience
• Media Classes
• Media Mix
• Media timing
Target Audience
• Demographics
•Simmons, MRI, SBP
• Can vary weight by
• Primary (75%)
• Secondary (20%)
• Tertiary (5%)
Target Audience
• Psychographics
• beliefs
• Opinions
• Interests
• Personalities
• Behaviors
Target Audience
• Lifestyles = Application of
Psychographics
Target Audience
• Product or Brand usage
•Heavy
• Medium
• Light
Target Audience
• Product or Brand usage
• Index demo’s usage/Average use
• Positive index = 100 or more
• But do 100+ targets create enough of
a media target?
• Can we reach them efficiently?
• Are <100 indices a worthwhile media
target?
• Why are they <100?
• Distrib./Lifestyle/Geography
Target Audience
• Product or Brand usage
• Can Network buy improve Index
• Remember Media Purpose is
Efficiency…most delivery at least
cost
Target Audience
• geodemographics
• Spot TV/ Cable TV
• Web/Text/E-mail
• Regional Magazines
• NJ Monthly/SJ/ New York Magazine
• Regional Editions of National
Magazines
• Outdoor
Media Classes
• Newspaper
• Magazines
• Television
• Radio
• Outdoor
• Internet/E- mail
• Text
Media Classes
• Transit
• In Store
• Arena
• Kiosks
• Specialty
• Telemarketing
• Direct Mail
Media Mix
DaypartsTV:
• Prime
• Access
• News (Early & Late)
• Late Night
• Morning
• Daytime
• Sports
Media Mix
DaypartsRadio:
• AM/PM Drive
• Mid day
• Nights/Overnights
• Weekends
• Sports
Media Mix
Formats
Radio:
• News
• Talk
• Sports
• Religious
• Music Types
• Public
Media MixFormats
TV:
• News
• Talk
• Sports
• Religious
• Comedy
• Drama
• Reality
• Game Show
• Movie
• Documentary
• Specials
Media Mix
Factors in Mix• Target Audience
• What do they
• Watch
• Read
• Listen to
Media Mix
Factors in Mix• geography
• Where are they?
• Is network or full run
more efficient then Spot, Regionals?
Media Mix
Concentrated or Assorted
Mix• Concentrated seeks to “own” a
medium.
• Focus on fewer media, and choices
within.
• TV/Print
• CBS/Fox and USA Today/WSJ
Media Mix
Concentrated or Assorted
Mix• Assorted Mix allows for focus on
secondary, tertiary and diverse
targets
Media Timing
Continuity
• Continuous – each week
• Full Year Sponsorships
• Weather/Traffic/Sports
• Sustaining Support for
Breakfast or All Night Drive-
thru
Media Timing
Flighting
• few weeks on, some off
• Often build around:
• Holidays
• Events
• Seasons
• Sales patterns
Media Timing
Pulsing
• two weeks on, two off
• More Effective as
reminder But….
• Focus is on Frequency
Media Buying
• Hold back portion for special
opportunities:
• Events – national/local
• Special issues – print
• Remotes – radio
• Sponsorships
• Contingencies – Sales, PR
Media Buying
• Minimize Waste
• Non prospects
• Costs – Formulas - $ on Top
• CPM = (Cost per unit x 1000)
audience
• CPP = (cost of spot)
Rating
Flowcharts
By:
• Brand
• Market
• Product
• Annual
• Monthly
• Quarterly