advertising media strategy 8
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...considering media selection.TRANSCRIPT
Advertising Strategy and Media Planning
Media Planning…8
“The achievement of marketing and advertising
objectives by the creative selection of media
platforms” (Tibbs 2010 p174)
the creative brief
What is media planning?
the advertising strategyMedia selection must be planned and bought to reflect…
the budget
media planning…
The cost of buying advertising time and space makes up between
80 and 90% of the advertising budget
It is not just about selecting the appropriate media based
on audience and media characteristics
There is a huge technical aspect to this planning process…
…involving frequency, reach, weighting, continuity, cost
De Pelsmaker et.al., 2012
It’s summed up succinctly by Yeshin, 2006…
It is the series of decisions made allowing the marketer
to optimally communicate the message to as many of
the target market as possible at the minimum cost
the role of a media planner…
Keep up to date with key media developments
Research and understand market and media trends
Understand how consumers behave
Tibbs (2010 p. 179)
To analyse the target audiences in terms of media reach
There’s a lot for the planner to consider…
Traditional broadcast, print, outdoor, online, direct, ambient, instore…
…plus the new and emerging digital variations of the more traditional media
…as well as where (vehicle and position) and when (schedule) the advert will run
An advertiser considering a simple monthly magazine schedule,
out of 30 possible vehicles that reach the target audience and
can deliver on the objectives would be considering over 1 billion
scheduling possibilities! 1230
Shimp, 2010
830 radio stations
1,587 newspapers
300 media owners
83% UK households
connected to the internet
The UK Media Environment…
1,973 magazines
514 TV channels
60% UK adults own
a smart phone
31 million facebook users, 15 million twitter users
www.mediauk.com, Ofcom, Route*, 2014
110,000 Out of Home
poster sites*
57% of adults dual-screen
where to start…
following on from the Advertising Strategy – and specifically the
media strategy stage – we go into more depth…
Specify media categories and vehicles… matched to the audience
and linked to the creative (position and communications objectives)
Determine the optimum time to advertise
Negotiate for and buying media
Evaluate performance of the plan
Yeshin, 2006
information about media…
BRAD Insight
Nielsen
IAB
NRS
Kantar Media / TGI
information about media…
BARB
RAJAR
Route
FAME/Dodona/DCM/
Pearl and Den
JICREG
Visual Content Time to Process Message Frequency
TV Yes Short High
Radio No Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
Media ratings on essential media
selection characteristics…
Percy and Elliott (2012)
Brand Awareness Recognition
Brand Awareness Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
Media selection options to satisfy brand awareness
and brand attitude communications objectives…
Percy and Elliott (2012)
Does it enable the communication of the advertising message?
Does it provide cost-effective coverage of the target audience?
Media channel evaluation…
Is it the appropriate environment in which to place the message?
Yeshin, 2006
Your media strategy questions…
Adapted from Yeshin, 2006
What target audience does this media reach?
How complete a coverage of the target audience might this media have reached?
What might have been the frequency of this advertisement in this media?
When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)
How does this media relate to the type of message the advertising conveys?
What is the geographic boundary of the media and
what does that say about the likely campaign strategy?
Assuming there’s a good demographic match, what does this say about
the likely target adience for the campaign?
Usually a media mix…
Rare to use only one medium
Not about ubiquity… stretches resources too far
About using enough, relevant media to have the desired reach and frequency impact
Usually a combination of media: several channels and then several vehicles within each channel
Media agencies in the UK…http://www.campaignlive.co.uk/news/1285735/, November 2014
Bellwether Report Q3 2013… marketing spend
traditional media spend is down… digital media spend up
Bellwether Report Q3 2014… marketing spend
traditional media spend is now growing slowly… digital media spend up
a new paradigm…
Television viewing is in decline…
Consumers of media are now in control of what media
they consume, where they consume it and when
…brands are no longer built with a 30 second commercial
…but it is still the most consumed advertising medium… only by 9minutes since
2012 3hours 52minutes(Thinkbox)… stats vary, Ofcom says 3 hours
Obviously digital technology has played a massive part in this
Perez-Latre, 2009
http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf
‘snacking’…
Multi-screening is on the rise…
Consumers are hyper-connected via the internet
99% of UK adultsdual-screen 2 or 3 times a week, 37% do so everyday
Carr, 2010, Thinkbox, 2012, Econsultancy, 2014
Three types of multi-screnn behaviour…
co-incedental, unsynchronised and deeply synchronised
Econsultancy, 2014
media mix…
'TV, radio and magazines still play a huge role in
people's lives, and so they continue to command a
significant portion of our marketing mix,' says Roisin
Donnelly, head of marketing P&G UK and Ireland. 'We
live in a multi-sensorial, multimedia world and we're
focused on how we can maximise multi-touchpoints
across all relevant media.'
References and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University
Press.
Yeshin, T. (2006). Advertising. London: Thomson
http://m.campaignlive.co.uk/article/1059790/Biggest-Brands-Top-100-advertisers-2011
http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising
%20Handbook.pdf
http://www.thinkbox.tv/server/show/nav.2165
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-
market-reports/cmr14/
https://econsultancy.com/blog/62538-multi-screening-trends-in-the-
uk#i.8wqe6hcdxfcssh