basic components (see media workbook #26) 1. reach, frequency (and grps & gis) & effective...
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Basic Components(see Media Workbook #26)
1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired
2. Continuity (advertising timing pattern)
3. Specification of Targets (primary, secondary)
4. Special Geographic Emphasis (national vs. spot or national with regional/spot-heavy up)
Also basic are:
Restrictions/Implications from Budget, Creative Strategy, Sales promotion
Topic: Media Objectives
a. Specify reach and frequency, (and GRP) goals desired for each month or each flight or each quarter or overall campaign period on average
Topic: Media ObjectivesReach, Frequency (and GRPs, GIs)
e.g., January: R = 80%, F = 5
Quarter 1: R = 80% F = 7
Overall campaign R = 70%+, F = 6
b. Example of Reach and Frequency Goals
Topic: Media ObjectivesReach, Frequency (and GRPs)
1. Achieve a minimum reach level of 80 with adults women aged 35-54 during the two introductory months
2. Maintain at least 50% reach in each advertising period and maximize when sales promotion runs (in February and October)
3. Maximize reach and frequency during sales peaks (September – November)
C. Definitions
% of different targets or households exposed to a vehicle or schedule at least once over a specified (typically 4-week in broadcast) period
average # of times the reached households or target are exposed to a schedule over a specified (typically 4-week in broadcast) period
= Reach
= Average Frequency
Reach and Frequency
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
GRPs and GIs
Both indicate gross delivery of (ad or vehicle) exposures
Gross Rating Points (GRPs) are expressed as a percent (of total population or) target population
e.g., 240 million GIs
Gross Impressions (Gis) are expressed as an absolute number
e.g., 2400 GRPs
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
C. Definitions
The number or a range of exposures required to produce a desired impact (e.g., sales, brand awareness, brand liking,..) -- 3+, 4+, 3-10,
Number or % or targets exposed the required number of times
= Effective Frequency
= Effective Reach
Effective Reach and Frequency
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
Relationship among Reach, Frequency,GRPs,& GIs
GIs:
GRPs:
With reach and frequency goals set, you’d know how many GRPs should be bought.
Reach (as number) X Average Frequency
Reach (as percent) X Average Frequency
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
Reach X Frequency = GRPs
Q1
Q2
Q3
Q4
80
60
80
50
6
7
5
8
Period Reach Frequency GRPs
Example
1440 = 80 X 6 X 3
1260 = 60 X 7 X 3
1200 = 80 X 5 X 3
1200 = 50 X 8 X 3
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
Reach
Decided according to the awareness level (goal) set -- e.g., 2400 GRPs/80% reach 70% awareness?
Set equal to or higher than the main competition
d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
Reach
Emphasized When anything new is introduced
- new distribution, new product features, new ad copy, new sale promo, new packaging, new marketing/advertising objectives
d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors
Topic: Media ObjectivesReach, Frequency (and GRPs & gis)
Frequency
Emphasized When the competition is intense
The question is: how much frequency is necessary
d. How to Set Reach and Frequency Goals
Topic: Media ObjectivesReach, Frequency (and GRPs)
Other Marketing Factors to Consider:
Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget
For products in the introductory stage of product life cycle, __________ tends to be more important.
e.g. Toyota Matrix,
Product Life Cycle (PLC)
Topic: Media ObjectivesReach, Frequency (and GRPs) d. How to set reach & Frequency Goals
Reach
Frequency For established products in later life cycle
stages such as maturity stage __________ tends to be more important.
e.g. Tide, Pillsbury Cookie Dough, Coca Cola
If target is broadly defined demographically or geographically, _________ would be more important.
Breadth of Target Market
Reach
Frequency If target is narrowly defined, __________ would be more important.
Topic: Media ObjectivesReach, Frequency (and GRPs) d. How to set reach & Frequency Goals
Purchasing Cycle (PC)
For products with short PC (e.g., ), _________ may be more important; For products with long PC (e.g., ), _________ may be more important.
ReachFrequency
Topic: Media ObjectivesReach, Frequency (and GRPs) d. How to set reach & Frequency Goals
R/F objectives must also give adequate consideration to:
budget, promotional needs, stage of the
campaign
Topic: Media Objectives D. How to set reach & Frequency Goals
2. Effective Reach/Frequency
Topic: Media ObjectivesEffective Reach, Effective Frequency
Effective Frequency:
Effective Reach:
Number or range of exposures required to achieve the desired goal (3+, 4+, 3-10??)
Number or % of target exposed the required number of times
2. Effective Reach/Frequency
Topic: Media ObjectivesEffective Reach, Effective Frequency
Joseph Ostrow’s Model (SB, pp. 249-252):
Marketing Factors, Copy Factors, Media Factors
May discard some of Ostrow’s categories and add your own categories (see GS #21, handout)
3. Continuity
a.Three Basic Continuity Strategies:
Continuous:
Flighting:
Pulsing:
advertising effort remains relatively constant throughout
advertising effort varies over the campaign period, with some periods of time receiving no advertising ("HIATUS")
advertising effort is notably varied with some advertising during every period
Topic: Media ObjectivesContinuity
b. How to determine continuity strategy
Factors to consider
Seasonality of Sales Purchase Cycle Product Life Cycle Budget Others – Competition, Ad Goals,
Topic: Media Objectives Continuity
When Is Each Continuity Strategy Useful?
Continuous:
Flighting:
Pulsing:
Topic: Media ObjectivesContinuity
Short PC, Mature PLC, Reminder Campaign Goals, Lack of Brand Loyalty , Media Discounts, Better Vehicle Choices & Ad Positions, Intense Competition,
Seasonal Products or with Limited Budget, Long PC, Ability to Build Frequency/Familiarity for a Short Time, Introductory PLC
Best, safest approach for products sold year round, those with distinctive seasonality of sales, Intense Competition,
Other Consideration in Ad Scheduling
When sales are greatest or lowest When competitors advertise
Topic: Media Objectives Continuity
Example (Media Schedule):
Media GoalsTime PeriodReach Frequency GRPs
1. Jan / Feb
2. Mar / Apr
3. May
4. Jun / Jul / Aug
5. Sep / Oct / Nov
6. Dec
80% (Hi)
60% (Med)
--
50% (Med)
80% (Hi)
--
5 (Med)
7 (Med)
--
3 (Lo)
9 (Hi)
--
800
840
0
450
2160
0
Campaign Ave.= Total GRPs=
80 X 5 X 2 mo.
60 X 7 X 2 mo.
--
50 X 3 X 3 mo.
80 X 9 X 3 mo.
--
Cal.(R X F X Months.)
Topic: Media Objectives4. Putting Basic Components Together (use MFP for your project)
Do your decisions above reflect your planned objectives? (see previous examples of reach and frequency objectives)
Topic: Media Objectives4. Putting the Basic Components Together
What could be some of the reasons for the low reach/frequency goals in Period 4? How about “hiatus’ in May and December?
Discussion # 3
Topic: Media Objectives
Write the media objectives for the problem given in the handout (GS #26) and turn it in next week