Chapter 14 Advertising

Stating the Media Strategy

Important as it is difficult for client and agency management to analyze the logic and consistency of the recommended media schedule

Pass-along rate

Number of people who read a magazine without buying it

Frequency

Number of times the same person or household is exposed to a vehicle in a specified time span

Factors that Increase Attention Value

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

Challenges in Media Planning

-Increasing costs due to the restriction by media on the number of ads sold -Number of messages to be communicated have outstripped the ability of consumers to process them -Increasing complexity in media buying and selling -Development of value added programs that provide extra benefits for additional sales -Increasing competition: Independent media buying services and ad agencies compete over media buys

Considerations for the media planner

-Place of advertising -Media vehicles -Time period -Frequency for advertising -Opportunities for integrating advertising with other communication tools

Difficulties in finding prospects for advertising

-Readers and viewers are scattered across new media options. -Audiences are selectively and partially consuming media. -Consumer's are spending more time with less traditional media

Factors Affecting the Probability of Ad Exposure

-Senses used to perceive messages; -Quantity and type of attention required by the vehicle; -Vehicle's role - Information source or a diversion; -Vehicle's focus - General or specialized audience; -Intrusiveness of the ad in the vehicle

Attention value

Determined by the degree of attention paid to ads in particular media by those exposed to them

Key Skills of Media Buyer

1. Knowing the marketplace 2. Negotiating the buy 3. Monitoring performance

Factors that affect probability of ad exposure (repeat with examples)

1. Sense used to perceive the message (scratch and sniff) 2. How much and what kind of attention the vehicle requires (higher involvement higher exposure) 3. Whether the vehicle is an info source or a diversion (elevator music) 4. Whether the vehicle or program aims at a general or specialized audience (value is higher with specialized) 5. The intrusiveness of the ad in the vehicle (between programs or next to editorial material, larger ads).

Motivation value

Determined by the medium's ability to motivate people to act

Synergy:

Achieved when the sum of the parts is greater than that expected from simply adding together the individual components

Blinking

Advertiser floods the airwaves for one day on cable and network channels to make it impossible to miss the ads

Continuous schedule

Advertising runs steadily with little variation

Effective frequency

Average number of times a person must see or hear a message before it becomes effective

Roadblocking

Buying simultaneous airtime on all four television networks

Factors Influencing Media Strategy Decisions

Competitive strategies and budget considerations; Nature of the medium and mood of the message; Message size, length, and position considerations; Buyer purchase patterns

Methods of scheduling Media

Continuous, Flighting, Pulsing, bursting, raodblocking, blinking

Cost per thousand (CPM):

Cost of reaching 1,000 people in a medium's audience

Cost-efficiency

Cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation

Target CPM (TCPM):

Cost per thousand to expose a message to the target audience

Audience objectives

Definitions of the specific types of people the advertiser wants to reach, Media vehicles: Particular media programs or publications

Effective reach

Describes the quality of exposure; Measures the number or percentage of the audience who receive enough exposures for the message to truly be received

Increasing media options

Difficult to reach a larger audience through a single medium because: -TV is fragmented -Specialized magazines target specific population -The web, social media, and other nontraditional media provide new options to choose from

Media Planning

Directing advertising messages to the -right people -in the right place -at the right time

Continuity

Duration of an advertising message or campaign over a given period of time

Cost per point (CPP):

Helps determine which broadcast programs are the most efficient in relation to the target audience

Television households or TVHH

Households with TV sets

Defining Media Objectives

Media objectives translate the advertising strategy into goals

Pulsing

Mixing continuity and flighting strategies

Criteria for Selecting Individual Media Vehicles

Overall campaign objectives and strategy; Characteristics of media audiences; Exposure, attention, and motivation value of media vehicles

Media Vehicles

Particular magazines or shows

-Brand development index (BDI)

Percentage of a brand's total sales in an area divided by the total population in the area

Category development index (CDI)

Percentage of a product category's total U.S. sales in an area divided by the percentage of total U.S. population in the area

Rating

Percentage of homes or individuals exposed to an advertising medium

Flighting

Periods of advertising are alternated with periods of no advertising at all

Wearout

Point at which an advertising message starts to irritate consumers

Advertising impression

Possible exposure of the advertising message to one audience member; Known as opportunity to see (OTS)

Bursting

Promoting high-ticket items that require careful consideration

Media Buyer

Responsible for negotiating and contracting the purchase of ad space and time in various media. Selection of medium for advertising Software programs - Help save time, resulting in increased productivity and efficiency

Media Planning Framework

Review the marketing and advertising objectives and strategies; 1. Set relevant, measurable objectives that are realistic and achievable; 2. Devise a strategy for achieving the objectives; 3. Develop the specific tactical details of media selection and scheduling

Factors Influencing Media Strategy Decisions

Scope of the media plan; Sales potential of different markets

Media Planning Framework Top Down

Situation analysis>>>Marketing plan>>> Advertising plan>>>Setting media objectives>>> Determining media strategy>>>Selecting broad media classes>>>Selecting media within classes

Circulation

Statistical measure of a print medium's audience; Includes subscription and vendor sales and primary and secondary readership

Reasons for Using Mixed Media

To reach people who are unavailable through only one medium; To provide repeat exposure in a less expensive secondary medium; To use the intrinsic value of an additional medium; To deliver coupons in print media; To produce synergy

Audience

Total # of people exposed to a particular medium

Gross rating points (GRPs)

Total audience delivery or weight of a media schedule; One rating point equals 1 percent of a particular market's population

Reach

Total number of different people or households exposed to an advertising schedule during a given time

Gross impressions

Total of all the audiences delivered by a media plan

Message weight

Total size of the audience for a set of ads or an entire campaign

Mixed-media approach

Using a combination of advertising media vehicles in a single advertising campaign

Exposure value

Value of a medium determined by how well it exposes an ad to the target audience

Readers per copy (RPC)

Variable used to determine the total reach of a given print medium;Multiplied by the number of vendor and subscription sales to determine total audience size.

Distribution objectives

Where, when, and how advertising should appear

5 M's of Media Strategy

markets, money, media, mechanics, methodology

Advertising response curve

•Graphical representation of the relationship between advertising levels and sales results

Media

••Communications vehicles available to a marketer

Mechanics

••Dealing creatively with the available advertising media options

Money

••How much to budget and where to allocate it

Methodologies

••Overall strategy of selecting and scheduling media vehicles

Markets

••Various targets of a media planner