Media evaluation and measuring impact

Efficiency

-If you've ever compared prices before buying something, you already know that Efficiency is important- -Goal of every media campaign is to deliver the right audience in the right environment for lowest price. - Typically purchasing quality environments and targeting narrower/more niche audiences leads to poorer cost efficiency. And that's OK. WHY??? But there are ways to get more for your money if you approach your placement strategically...

Measuring Impact

1.Most important point here is that your campaign metrics should align with your SMART objectives. If SMART goals were established up front - easy to track & report your results 2. Likewise, just as there are 3 types of Ad/PR campaign objectives (not business or marketing goals), there are 3 overarching categories of metrics - •Campaign Delivery - refers to media delivery (R, F, Imps) from all channels - paid, owned & earned •Cognitive/Attitudinal - All of these are in consumer's mind. Must first be aware of something, and recall it (cognitive) before you can feel affinity or association. •Behavioral...Note that all of these require consumer action. Also Note that they are all COMM-oriented (NOT SALES)!

enviorment

Another important factor in evaluating media channels is the editorial environment in which you ad is delivered. -Directly related to TA's CDJ - AT WHAT POINT is it best to deliver your brand's message? -Goal is to be "Brand safe" and "Contextual" at minimum, - Also want to "Borrow equity" (enhancing perceived value) whenever possible (eg - Upscale environments = fashion mags vs. bargain seeking = coupons). - But most important to consider POINT OF NEED (CDJ) : e.g. if you want to reach people on the go/in the car (radio, OOH) or at home (TV, magazines) Let's look at some examples...

Message

Another important factor to consider when evaluating media channels is how well the channel works as a platform for your message - Each channel you choose needs to not only reach the right TA, but provide the right platform to EFFECTIVELY CONVEY the messaging

Delivery

Delivery - impossible for one medium to deliver every potential target prospect. - Goal: select a mix that delivers the optimal impressions based on your campaign delivery goals. - Budget usually requires you to emphasize reach or frequency - If your goal is Awareness - Higher Reach - If your goal is to drive action - Higher Freq

Evaluating media chanels

Delivery, message, efficiency, environment, timing, geography, and budget.

Budget

Final consideration that is typically most important to clients and most challenging for campaign planners is Budget - What can you afford to do? -Even if your research shows that TV is best way to reach your TA & convey your message, you are usually dealing with a limited budget. -So you have to find innovative ways to get your message out there without incurring a lot of expense. - Budget is always a major constraint to be considered and often stimulates the most creative media ideas! For example...

Geography

Geog coverage is also essential to determining the best media mix - both in terms of: 1.Media coverage required to meet your client's delivery objectives as well as 2.Consumer interest (which can vary by market) For example...

Timing

Timing - Also important to to consider WHEN message will be delivered - also relates to CDJ 3 general ways to think about timing: -Time of Day if appropriate (b'fast ads on AM drive vs. late night insomnia ads on TV), -Seasonality or Time of Year - can be natural or promotional (advertising snow shovels in summer, grand openings) -Immediacy or quick turnaround if required (on sale today wouldn't work in magazine or OOH) -Let's look at a 2 award winning examples of a brands who successfully capitalized on timing -

Summary

•7 criteria for evaluating channels for your campaign -Delivery, Message, Efficiency, Environment, Timing, Geography, Budget •Measure impact based on delivery, cognitive/attitudes and/or behaviors •Campaign metrics should align with SMART goals