CP Test #2

target segmentation

- demographics - psychographics - behavioral - geographic

Purchase occasion (when they usually the brand or time relevant to consumers)

- frequency of need (regular or occasion) - fad (candy, computer games, electronics) - season (snow blower, air conditioner) tools: -google trends search, use info from seasonality & timing -mintel, other business databases (TCU lib)

full rate

- guaranteed to air on particular time - expensive

effective reach guidelines

- high reach - 85-99% -moderate reach 70-75% - respectable goal in most cases (3/4 of target) and maintains dominant status -lowest reach 50-60% - when frequency of message is more important - targeting small sub-group with high frequency -under 50% - very rare case - very tight budget, low comp, weigh more on freq

target audience strategy

- review case study - analyze mri data -think about communication goals step 2 -define target audience -demographics and psychographics -consumer behavior -create target persona based on above info

mkt/purchase funnel

- step by step system to draw customers to your business -top down process and each stage must be fulfilled to move to the next stage -used to identify client situation and problems (problem area) -used to set your goals (MKT and communication)

Demographics

- who they are - mri +

variables to determine reach goals

-budget -size of market -level of current brand awareness

channel planning through eyes of consumer

-consumer journey map -instead of using a pre-determined sequence of consumer behavior, develop a new sequence that works better for your target and product category

behavior

-how do media planners segment their target audiences by behavioral characteristics (how they use/buy the product)

factors influencing budget decision

-monthly or quarterly reach and freq goals -timing strategy -cost of media and size of target audience - # of spot markets -competitors move - competitive media spending analysis

types of TV advertising by indsustry structure

-production - syndication -distribution - network/national TV spot -outlet - local spot

factors influencing TV ad rates

-size of audience -availability -guarantee to run -time of day (by ratings)

digital media planning process

1. define target (secondary and primary) 2. define digital media objective 3. simplify digital exosystem (evaluating possibilities'/pros and cons) 4. select right digital channels 5. measurement and evaluation of plan (familiar with KPI's)

two main things to consider in budgeting

1. how to allocate given budget across diff media - POE 2. how to allocate given budget across diff vehicles and media mix

estimating cost efficiency

1. impressions - mostly print, internet, social --> usually CPM 1-1 ratings (broadcast media --> usually CPP 2. cost of medium/vehicle

how to develop media mix strategy

1. understand target audience first 2. develop your media mix strategy based on target audience knowledge (secondary and primary data)

behavioral segment

1. user status (loyalty) 2. usage rate (volume) 3. purchase occasion (timing)

how to organize target audience section

1. who are they - demographic, psychographics, target persona 2. what do they value - primary research needed 3. why are we targeting them? - rationale for choosing group

does 100 GRP = 100 reach?

100 GRP means impressions equal to the size of the universe (population) and DOES NOT equal 100 reach 100 GRPs include duplication. 100 GRP's is the number of impressions equal to the universe. Some target audience members will receive more than one impression, while others may not be exposed at all, so 100 GRPs does not equal 100% reach.

dimensions of target audience profiling

4 variables used - demographics -psychographics -behaviors -geography

over-the-top (OTT) television

delivery of video without the involvement of a traditional cable/broadcast provider -is rising - cord shifting to OTT - like hulu TV and youtube

brand contact audit

exploring current and prospect brnad contact/touch points -primary research tool to develop -target consumer insight -media strategies/tactics -qualitative rationales

2 types of broadcast TV advertising rates by guarantee

full and preemptive rates

upfront market

full season -advertiser has to commit to buy ads for a full season in advance -fall shows bought in May/June -buy full network season (sep-mid april) -popular programs can be purchased at a relatively inexpensive cost -accounts for 80-85% of all network prime time buy -guaranteed audience ratings; make goods??

effective freq guidline

highest avg freq - 12 lowest - 2 or 3

opportunistic market

last minute buy -leftover slots of upfront and scatter -rates are usually most favorable (cheaper) -can be purchased a day before -less choice of program

ostrow model 3 main components

market factors, message factors, and media factors!

hierarchy of objectives

marketing plan --> marketing objectives (increase awareness) communication plan --> communication objectives (increase consumer understanding of product benefits) media plan --> media objectives (target audience, media mix, reach & freq, timing, budget, geography (5 rights of media plan)

Psychographics

mri+, mintel, spectra, case study data, -what ppl think, motivations, how they live lives - are often strong predictions of brand behaviors -generation

Encourage customers to advocate on our behalf

paid social

how to set media objectives?

planning through purchase funnel (mkt central) vsv planning through the eyes of consumer (consumer journey map) -two common ways of planning communication and media

rating

portion of home/audience that is viewing a particular program based on universe (medium/vehicle's reach) no % sign

share

portion of household/audience tune into a specific program based on homes whose TV/medium is turned on

HUT/PUT

portion of household/audience using TV/medium during a specific time expressed as a percentage no % sign

effective frequency level

product/brand purchase cycle - how often the consumer needs to purchase -most packaged goods is 3-4 weeks -magic number 3 -

usage rate

segmentation based on usage volume -eg heavy, medium, light users of product usage tools: mri+, simmons, case study data, primary research conducted by team

syndication

sells ad for rerun programs like wheel of fortune or oprah -WB, universal, fox

local affiliates

sells ads for local spots -CBS in DFW

network

sells ads for national spotsss - ABC, NBC, ESPN cable network = only has one channel of programming

timing and scheduling

specify strategy based on research abt targets lifestyle and media consumption -adspender, SRDS, MRI+, primary, google trends

cord nevers

those who have known only mobile or wireless Internet-delivered TV

cord cutters

those who have switched from cable or other connections to internet-delivered TV

schedules with low CPP

will also have lowest CPM - go hand in hand

reach goals

you can set by months or quarters based on timing strategy and seasonality info -modify your reach objective by month or quarter based on your timing strategy and brand purchase cycle if needed

Estimate the adjusted reach and frequency to meet per month based on budget allocated for MFP media and outside of MFP media

If 90% is MFP and 10% is outside of MFP, take 90% of your reach and 90% of your frequency to find the adjusted reach and frequency Same for 80-20, 70-30, and so on

What is brand communication audit and its uses?

It explores current and prospective brand contact/touch points. It is used as a primary research tool to develop target consumer insight, media strategies/tactics, and qualitative rationales.

What is personal media network and its uses?

It is a grid that explores media usage during a particular time period and whether the use was primarily for info, entertainment, or as background to other activities.

- Difference between media strategies and tactics (AMP Ch. 15)

Media strategies How to accomplish the action ("by doing something") The overall use of media to achieve the media objectives Match them to the 4 overall media objectives: target, geography, seasonality/timing, reach/frequency Media tactics Provide the specific details of how to get there The specific media vehicles 4 components: description, cost, impressions, rationale

Factors influencing media plan budget

Monthly or quarterly reach and frequency goals Timing strategies Cost of media & size of target audience # of spot markets Competitors move (competitive media spending analysis)

conversion rate

CR = (total conversions/total clicks)*100 OR (total conversions/total impressions)*100 Depending on the denominator, high conversion (conversion to sale) rates show either more effective advertising (clicks) or more effective websites (impressions) Averages range from 1-5% using clicks as the denominator and .003-.005% while using impressions

Build consideration for a product by increasing engagement with the website

Consumer review/directories

3 types of scheduling strategies

Continuity schedule: non-stop Flighting schedule: start and stop Pulsing schedule: highs and lows

Ostrow Model

Tells you the effective frequency estimate for your brand/product

issues in digital media planning

are social media really free for advertisers? (budget issue) -right measurement -pros and cons -target behavior -cross media opportunity

scatter market

buying quarterly -buy in sept for last quarter -can be more expensive than upfront -more flexible buy (don't have to commit to full season) -based on rules of supply and demand (high price when demand is high) -ratings are not usually guaranteed

preemptive rate

cheaper than full rate but your spot can be taken away by other advertiser who will pay for more than you (not guaranteed)

common KPI's of digital media

click through rate action rate conversion rate cost per click cost per action cost per view

CTR

click through rate) CTR = (total clicks/total impressions)*100 Usually small, less than 1% (0.2-0.3 is considered average) The higher the CTR, the better the site is at driving traffic

spot

commercial between programs -means local media market (network is national!)

brand contact touch point

consumer aperture -opportunities a brand has to come in contact with its consumers and the impressions it creates during these contacts -marketing comm influences consumers!

cost per thousand (CPM)

cost/impressions x 1000 (dollars and cents) -usually print!

Cost per (ratings) point (CPP)

cost/rating points whole dollars -usually broadcast/media!

action rate

AR = (total actions/total impressions)*100 An "action" is any measurable activity, such as filling out a form, requesting info, downloading a file or app, making a purchase, etc. High action rates indicate that the quality level of traffic is high Averages range from 2-10%, depending on the simplicity of the action

cost per click

CPC = total cost of impressions/total clicks Measure of efficiency The lower the cost, the better Identifies websites that deliver clicks inexpensively Typical CPCs range from $1-4

Cost per view.

CPV = total cost of impressions/total video views Typically for pre-roll video campaigns Measures how efficiently a website can deliver views of an ad Averages range from $0.02-$0.25

cost per action

CPA = total cost of impressions/total actions Related to action rate, but identifies websites that deliver actions efficiently Depends highly on product category in terms of what is an acceptable range

5 different broadcast TV advertising rates by dayparts

Daytime 9am-5pm Early fringe 5-6:30pm Prime access 6:30-8pm Prime time 8-11pm Late fringe 11-11:35pm Late night 11:35pm+

Databases that help planners find target demo, psycho, and behavioral info

Demographics: MRI+, Simmons Psychographics: MRI+, Mintel, Spectra, Case Studies, Public Reports (Pew, Census, Ad Agency) Behavioral: MRI+, Simmons, Case Studies, Primary Research, Google Trends, Mintel

- What are four components of media tactics? (AMP Ch. 15)

Description: what you are recommending Cost: cost for each element in the media plan Impressions: the amount of the target reached Rationale: how it reaches the target, how cost efficient it is, and how it may benefit the brand through association

Strengths and weaknesses of owned and earned media (AMP)

Owned media Strengths Control Timely Lasting Personal Cost efficient Weaknesses Not trusted Time consuming Lack of consistency Earned media Strengths "Free" Transparent Trusted Weaknesses Reliant on consumer participation Not guaranteed that it will always be liked Hidden costs Takes time and effort

Drive sales on the website and in-store

Paid search Location-based targeting Consumer review/directories

Drive uses of the store locator on the website

Paid search Location-based targeting Consumer review/directories

Increase social media property following

Paid social Direct email

Drive repeat purchases of current customers

Paid social Display advertising Mobile and/or tablet in-app

ecosystem of broadcast TV

Production Syndication: sells ad for rerun program (WB, Universal, Fox) Distribution Network: sell ads for national spot (broadcast, cable, satellite = sell ads = reps) Outlet Local affiliates: sell ads for local spot

TV trends

TV viewers are on a slight decline from 2010-2017 Older age groups spend more time watching TV than younger age groups More households are becoming cord-never or cord-cutter households Over the top (OTT) is rising

Purchase funnel vs. eyes of consumer (AMP Ch. 15 and lecture)

Purchase funnel Using the purchase funnel to understand consumer behavior and plan media for the consumer (AIDA, ACCLA models, etc.) Eyes of the consumer/consumer journey map Instead of using a predetermined sequence of consumer behavior, develop a new sequence that works better for your target consumer and product category Inspiration (TV and magazine), research (active - youtube, magazine, TV shows, WOM, blog), shopping, purchasing (social media), doing (in store media, OOH)

build awareness for new product

Streaming video Gaming Streaming audio Display ads

How to purchase advertising in broadcast TV

TV ad rate is mainly determined by the size of audience each program delivers Also based on availability, guarantee to run, and time of day

different ways of targeting

Usage Segmentation, Life and Lifestyle Segmentation, Generational Commonalities, Behavioral, Influencers, Target Persona

video completion rate

VCR = (# comp video spots/# delivered video spots)*100 Typically used for pre-roll ads that run before video content is displayed Can be an indicator of sites that have compelling content VCRs tend to decline as the length of your ad increases Average is around 70%

does doubling GRP's double the reach?

a. No, even though the reach almost doubled in the previous example, adding more GRP's increases the reach, but increases at a slower rate. The reach curve below shows that reach begins to increase slower as it gets higher. This is because it is easier to reach heavy users of a medium than it is to reach the lighter users.