the 10 p&g media rules
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8/6/2019 The 10 P&G media rules
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What Are P&Gs 10
Key Media
Investment Rules?
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(i) Invest In The Right Areas
Spend behind the business
Market Business Split Media Budget Allocation
A 10% 10%
B 25% 25%C 50% 50%
D 15% 15%
May vary with test markets, upweights etc. Basic consideration - support areas of business strength,
not weakness
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(ii) You Can Shift Budgets, But..
Budgets are controlled Regionally:
Global Business Units (GBUs) are responsible for theBrand Portfolio & Strategy
They develop the NPD & innovation programmes, equity &positioning, communication strategies, creative materials, andchannel guidelines & marketing budgets
GBUs control the budgets, through to execution andcould reallocate:
Across countries for their Brand(s) Occasionally within a category itself
But not between categories
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(iii) Consolidated Buying for Maximum
Effective
Buying AOR 1 buying point across all brands
Negotiating under the P&G umbrella delivers certain
advantages
Price and market strength Rotate brands to respond to competition
Secrecy for launches (currently not utilised in Vietnam)
Best positions
Good short term opportunities
Global deals i.e. Viacom
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(iv) They Buy Eyeballs
The 3 most important principles when buying media
for P&G:
1. Low CPM
2. Low CPM3. Low CPM
Buy it cheap, stack it high
There is no such thing as programme quality
A rating is a rating is a rating
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(v) Across The Year
Continuity is more often associated with business
success
210 U.S. Brand Media Plans studied found conclusively in
favour of continuity
Weeks-In % Brands Grow/Held Share
39+ 51%
26-38 8%
Flighting is not a strategy, its a reaction to budget
scarcity Jim van Cleave P&G Media
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(vi) Always Concentrate on TV
TV advertising works (best)
P&G learning suggests that no other medium grows brand
share more effectively than TV
Identify minimum monthly effective TV weights and then
maximise the number of weeks on-air
Traditional forms of advertising are the most effective
P&G have now tested, name & event sponsorship
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(vii) Utilise the Copy to its fullest
Analysis tells us that P&G will rotate copy roughly every
3000 ratings
This is may vary by market due to the accuracy of the
report systems However as an average it still holds true in Vietnam
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01,000
2,000
3,000
4,0005,000
6,000
7,000
8,0009,000
10,000
1 4 7 10
13
16
19
22
25
28
31
34
37
40
43
46
49
52
55
58
61
64
67
70
73
76
79
82
85
The Average Complies With The P&G
Rule
01,000
2,0003,000
4,0005,000
6,0007,000
8,0009,000
10,000
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49
Source: TNS
Actuals
GRPs
Average GRPs per P&G copy : 3,036
Average GRPs per P&G hair copy : 2,943Active weeks per Hair copy
Max : 38 wks ( title H&S World best )
Average : 10Minimum\ Often : 4 wks
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(viii) Print Can Be Effective When Used
With TV
Print can reach specific target groups and increase overall
coverage levels
Print should be scheduled at the same time as TV
Print should run for a strategic minimum of 26 weeks
Single pages are more cost effective than double pages
FP4Clr : 100 index awareness
DPS 4Clr : 124 index awareness * * Starch study
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(ix) S.O.V Is Important But A Guide
Consumers dont see S.O.V. - but P&G aim for SOV
leadership
Over the long terms, brands with Share of Voice
leadership tend to be market share leaders
Short-term S.O.V. objectives means the competition
writes the media plan/strategy
First objective : Weights that are right for our target
group, then consider the competitive activity/weights
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(x) Dont Take Risks
Use data/facts not judgement
Key P&G words : Learning
Best practice
Search and re-apply
Sometimes they use judgement
Ideally they would always use data, facts and evidence
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