Principles of Advertising CH. 9 Planning Media Strategy: Disseminating the Message

Message-distribution objectives

define where, when, and how advertising should appear

Blinking

digital equipment used to stretch its' slim ad budget

Marketing objectives

focus on solving a problem or seizing an opportunity

Money

how much to budget and where to allocate it

What does it mean when media objective are determined?

ideal levels of message weight, reach, frequency, and continuity

Media vehicles

particular magazines or shows based on how well they expose the message to the media audience that most closely resembles desired target consumer

Media planning

purpose is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time

Advertising response curve

shows that repeated exposures decreases incremental response to advertising

Markets

the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or stakeholders

Media departments job?

to make sure advertising message gets to correct target audience in an effective manner

Message weight

total size of audience for a set of ads for an entire campaign; Indication of the scope of the campaign

Mechanics

variety of time units, styles, and sizes

Media strategy statement

written rationale for the media strategy is an integral part of any media plan

Increasing complexity in media buying and selling

"Value-Added" programs: developed by media broadcast companies; provide extra benefits; they offer re-prints, merchandising services, special sections, event sponsorships, and mailing lists -These value-added packages often employ communications vehicles outside of traditional media planning such as PR, sales promotion, and DM

6 factors are known to increase attention value

- Audience involvement with editorial content or program material - Specialization of audience interest or identification - Number of competitive advertisers(the fewer, the better) - Audience familiarity with the advertiser's campaign - Quality of advertising reproduction - Timeliness of advertising exposure

Defining Media Objectives: Goals media can accomplish

- Audience objectives - Message-distribution objectives - Reach - Frequency - Continuity

Effective frequency

- Average number of times a person must see or hear a message before it becomes effective - Overexposure can lead to where out - Cannon and Riordan would replace effective frequency with optimal frequency

How to measure Sales Potential of different markets

- Brand development index (BDI): indicates the sales potential of a particular brand in a specific market area - BDI = ((percentage of brands total US sales in the area)/(percent of total US population in the area))X100 - An index number of 100 means the brands performance balances with the size of the area's population - Category development index (CDI): determines the potential of the whole product category - CDI = ((percent of the category's total US sales in the area)/(percent of total US population in the area))X100 - Combination of BDI and CDI can help the planner determine a media strategy for the market

Competitive strategies and budget considerations

- By knowing the size of competitors budget, what media using, the regionality or seasonality of their sales, and any new product test and introductions, advertisers can better plan a counterstrategy - Advertisers should bypass media that competitors dominate and choose other media that offer a strong position for them - Sometimes makes sense to use media similar to the competitions if the target audiences are the same or if the competitors are not using the media effectively

Buyer purchase patterns

- Effect every element of media mix - Planner needs to consider how, when, and where the product is typically purchased and re-purchased - Products with short purchase cycles (convenience foods and paper towels) require more constant levels of advertising than products purchased infrequently (fridges and furniture)

Motivation

- Factors that affect a mediums attention value affect a mediums motivation value, but in different ways - Familiarity with the ad campaign may affect attention a lot but motivation very little - The attention factors of quality reproduction and timeliness can motivate someone

Increasing competition

- Final element in media planning - Independent media buying services came into play competing with traditional agencies - Agencies started unbundling their media department as separate media specialists so that they could compete with independents

Bursting

- For high ticket items - Running same commercial every half hour on the same network during prime time

CPM does not consider each mediums advantages and disadvantages so media planner has to evaluate all criteria to determine what 3 things?

- How much of mediums audience matches target audience: composition - How well each medium satisfies the campaigns objectives and strategy - How well each medium offers attention, exposure and motivation

Economics for foreign media

- In many foreign countries, outdoor advertising provides greater coverage than in USA because it costs less to have people paint signs and there is also less governmental restriction - Cost inhibits growth of broadcast media in some foreign markets, but most countries now sell advertising time to help foot the bills

Developing a media strategy: the media mix: the 5 M's

- Just as marketers determine marketing strategy by blending elements of the marketing mix, media planners can develop media strategies by blending the elements of the media mix - markets - money - media - mechanics - methodology

Media availability and economics: the global marketer's headache

- Lower literacy rates and education levels in some countries restrict the coverage of print media; - Where income levels are low, TV ownership is also low: segments markets by media coverage - Lower income markets: radio - Car makers use TV to reach upper class - Movie advertisers can reach urban people who might not have a TV because motion picture attendance is high - Global advertisers have to continue to use local foreign media in the countries where they do business and localize their campaigns for language and cultural differences

Elements of media strategy statement

- Market element: description of target audiences - Media element: nature of messages and what media types used and why - Methodology element: outlines specific reach, frequency, and continuity goals and how they are achieved - Money element: budget for each medium including the cost of production and any collateral materials - And mechanics element: states the intended size of message units, any position or timing considerations and the effect of budget restrictions

Frequency

- Measures the intensity of a media schedule, based on repeated exposures to the medium or the program - repetition is good for memory - average number of times same person or household is exposed to a message - Frequency = GRP/Reach (total number of exposures/total reach)

Gross rating points (GRPs)

- Media planners use GRPs to determine optimal level of spending for a campaign - used to determine a messages weight of a given advertising schedule - the more GRP's they buy, the more it costs; however, discounting makes it so that the unit cost per GDP decreases as more GRPs are bought - ROI = return on investment

Criteria for selecting individual media vehicles

- Overall campaign objectives and strategy - Characteristics of media audiences - Exposure, attention, and motivation value of media vehicles - Cost efficiency

Characteristics of media audiences

- Planner needs to know how closely the mediums audience matches the profile of the target market and how interested prospective customers are in the publication or program - The content of the medium usually determines the type of people in the audience - Each type of program attracts a different audience

Computers in media selection and scheduling

- Programmatic advertising relies on computers to match messages and audiences in real-time based on complex algorithms of what advertisers are willing to pay and content providers are willing to sell - Telmar provides media planning systems on a syndicated basic and is one of the worlds suggested suppliers of media planning software and support devices - Interactive Market Systems (IMS): provide wide range of information systems for the advertising industry

Effective reach

- Reach doesn't consider quality of exposure - Effective reach is the quality of that exposure and measures percentage of audience who receives enough exposure to actually receive the message

Factors that influence media strategy decisions

- Scope of media plan - Sales potential of different markets - Competitive strategies and budget considerations - Media availability and economics: the global marketer's headache - Nature of the medium and mood of message - Message size, length, and position considerations - Buyer purchase patterns Stating the media strategy

5 main factors affect the probability of ad exposure

- Senses used to perceive the message from the medium (scratch and sniff ads) - How much and what kind of attention medium requires (higher involvement creates greater ad exposure) - Whether the medium is an information source or a diversion (news radio station - more ads - vs. music radio station) - Whether the medium or program aims at a general or specialized audience(exposure value will be higher with specialized audiences) - Placement of ad in vehicle (placement within a broadcast programs gives greater exposure than between programs and ads placed next to editorial material will get more exposure than ads placed next to other print material

Overall campaign objectives and strategy

- The content and editorial policy of the media vehicle and its compatibility with the product are important considerations - Consumers choose a particular media vehicle because they gain some reward - Advertising in digital media changes the planning process substantially when it is accomplished through programmatic advertising: buys are done largely via computer programs that match content sites (CNN.com MTV.com) to advertisers via an advertising exchange

Message size, length, and position considerations

- These effect elements of media mix some messages simply require more time and space to explain - Competitive activity often dictates more message units - Unfortunately, space and time are figured out by the creative account not the media planner - Preferred positions for magazines are front and back while TV is sponsorship of prime time shows - Special positions and sponsorships cost more so planner needs to decide if increased reach and frequency are worth it

Uses of mixed media

- To reach people unavailable through one medium - To provide repeat exposure in a less expensive secondary medium after obtaining optimal reach in the first - Use intrinsic value of an additional medium to extend the creative effectiveness of the ad campaign (music on radio along with copy in print media) - To deliver coupons in print media when the primary vehicle is broadcast - Newspapers can be used to introduce new product and give immediacy to the message while magazine ads can then follow up with greater detail, image enhancement, longevity, and memory improvement

Reach

- Total number of unique people or households exposed, at least once to a medium during a given period of time, usually 4 weeks - Expressed as raw number or percent

Continuous schedule

- advertising runs steadily and varies a little over campaign period - builds continuity - products consumers purchase regularly

Flighting

- alternates periods of advertising with periods of no advertising - products or services that receive large fluctuations of demand throughout the year (tax services, lawn-care products, cold remedies)

What is recency planning and whose idea was it?

- be there when the consumer is ready to buy - fosters continuity - for fast moving consumer products - researcher Erwin Ephron's idea

Three principle scheduling tactics

- continuous, fighting and pulsing schedules - additional tactics: bursting, road-blocking, blinking

Continuity

- duration of advertiser's message or campaign over a given period of time - frequency creates memory and continuity sustains that memory

Nature of the medium and mood of message

- how well the medium works with the style or mood of the particular message - ex. emotional messages should be spaced out at regular intervals to create enduring feelings about the product

Exposure value

- just because a person reads a particular magazine or watches a certain program does not mean he or she sees the ads

Spillover media

- local media that many consumers in a neighboring country inadvertently receive - poses a threat for the multinational advertiser because they expose readers to multiple ad campaigns which could confuse them - spillover media offers potential cost savings through regional campaigns

Scope of media plan

- location and makeup of the target audience strongly influence the breadth of the media plan

Challenge in planning media strategy

- media decisions become more difficult and clients become more demanding; advertisers want accountability and information from agencies - increasing media options increased audience fragmentation - increasing costs - increasing complexity of media buying and selling

Methods for scheduling media

- media planner decides how many space or time units to buy of each vehicle and schedules them for release over a period of time when consumers are most apt to buy the product

Define media objectives by:

- message weight - advertising impressions - gross impressions - rating - gross rating points

Pulsing

- mixes continuous and flighting strategies - as consumer purchase cycle gets longer this scheduling is better - soft drinks b/c they are consumed all year but more in the summer

Optimal frequency (Cannon and Riordan)

- moves the focus of media planning from exposure to effectiveness of exposures per dollar - average frequency of 3 over 4-week period - they believe that conventional media planning should be based on effectiveness of exposure not just exposure

Methodology

- overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives - offers the opportunity for creativity in planning, negotiating, and buying

Advertising impression

- possible exposure of an advertising message to one audience member (opportunity to see OTS) - if planners know audience size, they can easily calculate the number of advertising impressions in media schedule

Gross impressions

- potential exposures in that medium - to calculate: multiply a mediums total audience size by the number of times an advertiser's message is used during a period

IMC planning model starts by... and then...

- segmenting target audience into brand-purchasing behavior and then ranking them by profit to the brand - then communications are used to reinforce or modify customer purchase behavior or to create a perceptual change about the brand over time

Basic way to express audience size?

- simply to count the number of people in medium's audience or - for print media, multiply circulation by readers per copy (RPC)

Audience objectives

- specific types of people advertiser wants to reach - media planners use geo-demographic classifications to define target audiences - target audience is larger than target market - planners usually rely on secondary research for basic demographic info on media audiences - planners select media vehicles

Cost efficiency (uses CPM)

- the cost of exposing the message to the target audience rather than to the total circulation - cost per thousand CPM (M is roman numeral for 1,000) - CPM = cost/number of thousands of people in the audience - To evaluate cost efficiency in broadcast, media planner will use CPP (cost per point) of different programs - CPP = cost/rating points

Rating

- the percentage of homes (or individuals) exposed to an advertising medium - 1 rating point is equal to 1% of a given population group - TVHH: television households - higher a program's rating, the more people that are watching - Rating = TVHH tuned to specific program/Total TVHH in area

Attention value

Exposure value only relates to the medium while attention value concerns the advertising message and copy, as well as the medium

Composition

How much of mediums audience matches target audience

Increasing costs

Media has to limit number of ads, so they do not annoy people, because of this, the price of these ads goes up

Media planning framework

Media planning is part of strategic work done prior to developing creative concepts

Increasing media options increases audience fragmentation

Nontraditional media is expanding so companies focus their marketing budgets on specialized forms of communication like personal selling, direct marketing, public relations, exc.

Media

all communications vehicles available to a marketer

Roadblocking

buying airtime on all three networks simultaneously

Mixed media approach

combination of media

Advertising objectives

communication goals - convince target market of brand's need-satisfying abilities - position the brand as a cost-effective alternative to market leader - Increasing brand preference - Improving the target stakeholder group's attitude toward the company's environmental efforts

To achieve advertising objectives, companies...

create advertising strategies that employ the elements of a creative mix: product concept, target audience, advertising message and communications media

Marketing strategies

lay out the steps for meeting the objectives by blending 4 elements of a marketing mix

Circulation

number of subscribers for print media