Setting Objectives II: Media

JMC 222 Media PlanningDepartment of Media & CommunicationHanyang University

Setting Media Objectives

� Three key dimensions

Media

Time Space

People

Setting Media Objectives

Media Objectives

Media Strategies

Media Tactics

Goals & Justifications Methods

Setting Media Objectives

� Media objectives

� Specific message delivery goals established by the campaign planner.

� Should be stated as quantifiable, measurable objectives within a certain time period.

� Stated in terms of reach and frequency against the target audience for the time period outlined

Setting Media Objectives

� When to emphasize reach

� Factors to consider

� New-product introduction- Introducing new product/feature- Increasing brand awareness

� Advertising support for sales promotion� Competitors’ levels� Budget� Previous reach levels

Setting Media Objectives

� When to emphasize frequency

� Factors to consider

� Uniqueness of message� Plain message needs repetition

� Perceived value of the brand� If a brand is not outstanding…

� Noise level� How many competitors are there?

� Competitors’ levels� Budget

Setting Media Objectives

� Media objectives (cont’d)

Ostrow’s model for effective frequency

1. Marketing factors

Established brands -2 -1 +1 +2 New brands

High market share -2 -1 +1 +2 Low market share

Dominant brand -2 -1 +1 +2 Less well-known brand

High brand loyalty -2 -1 +1 +2 Low brand loyalty

Used occasionally -2 -1 +1 +2 Used daily

Setting Media Objectives

� Media objectives (cont’d)

Ostrow’s model for effective frequency (cont’d)

2. Copy factors

Simple -2 -1 +1 +2 Complex

Usual -2 -1 +1 +2 Unusual

Continuing -2 -1 +1 +2 New

Product sell type -2 -1 +1 +2 Image type

Larger ad units -2 -1 +1 +2 Small ad units

Setting Media Objectives

� Media objectives (cont’d)

Ostrow’s model for effective frequency (cont’d)

3. Media factors

Cluttered -2 -1 +1 +2 Not cluttered

Attentive -2 -1 +1 +2 Not attentive

Continuity -2 -1 +1 +2 Flighting/Pulsing

Few media used -2 -1 +1 +2 Many media used

Compatible contents -2 -1 +1 +2 Incompatible

Time

� When to advertise (cont’d)

� Scheduling

� Continuity

� Covers the entire purchase cycle

� Larger media discounts

260 260 260 260 260 260 260 260 260 260 260 260

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

260 260 260 260 260 260 260 260 260 260 260 260

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

3120 GRPs

Time and Market

� When to advertise (cont’d)

� Scheduling

� Flighting

� When there is large sales fluctuation

� When budget is constrained

520 520 520

0 0 0

520 520 520

0 0 0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

520 520 520

0 0 0

520 520 520

0 0 0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

3120 GRPs

Time and Market

� When to advertise (cont’d)

� Scheduling

� Pulsing

� A mixture of continuous and flighting

� The safest scheduling method

390 390 390

130 130 130

390 390 390

130 130 130

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

390 390 390

130 130 130

390 390 390

130 130 130

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

3120 GRPs

Space

� Geographic weighting� Considering one or more markets with more sales potential

� Reasons for geographic weighting� Markets are rarely equal in $ value� Media exposure potentials (GIs) vary � Media costs vary across markets

Market %HHs Spot TV CPM

New York 6.82 $49.84Chicago 3.18 $61.58Albany 0.13 $91.33Utica, NY 0.08 $132.61

Space

� Forms of weighting

� Dollar allocation technique� Allocating proportionally more money to good markets (in terms of sales)

Ex) If market A accounts for 10% of total sales, it receives 10% of ad budget

� This technique does not consider varying media costs across markets

Space

� Forms of weighting

� Gross impression weighting� Budgets are allocated on the basis of gross impressionsdesired� Good markets are budgeted to receive more impressions

Market Sales $Ad CPM GIsA 10% $100,000 $2.50 40mil.B 10% $100,000 $3.75 27mil.

Competition

� How much to spend

� Money to message impression ratio

� Ad expenditures do not always meet the share of messages

Brand Market Share(%)

Share of $$(%)

Message Share(%)

A 35 25 19

B 26 25 28

C 17 16 16

D 8 8 12

E 7 4 6

Competition

� How much to spend

� Peckham’s formula� Desired market share x 1.5 = necessary SOV

� This formula demonstrates that even when you don’t know the real relationship btw ad expenditure and market share – you can estimate how much you’ll probably need to spend by assuming there is a 1:1.5 ratio btw market share and advertising for any product

E.G., Desired market share = 20%Necessary SOV = 20 x 1.5 = 30%

Any question?