adv 3008 ch 9

4. mechanics

-The media planner also has to deal with the complex mechanics of advertising media and messages. -Radio and TV commercials come in a variety of time units, and print ads are created in a variety of sizes and styles. - IMC planners may also deal with the mechanics of nontraditional media, everything from shopping bags to multimedia kiosks to the Internet. - The myriad media options now available offer exciting, creative ways to enhance consumer acceptance of the advertiser's message and offer the consumer a relevant purchase incentive. ---The particular characteristics of different media, over which the media planner has no control, affect the mechanics element of the media mix. For example, in print, a full-page ad attracts more attention than a quarter-page ad and a full-color ad more than a black-and-white one. Color and larger units of space or time cost dearly in terms of reach and frequency (see Exhibit

*media planning

-it 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. As the Draft FCB Web site (www.draftfcb.com) proclaims, "It's about understanding the most optimal way of connecting with the consumer at the right time, in the right place with the most compelling message." -the process that directs advertising messages to the right people in the right place at the right time.

Today it's much more difficult to reach a big audience, even though consumers are spending more time with media than ever before—an average of over _____ hours daily.

11

*Nontraditional media—from _______________________—also expand the menu of choices.

DVD and movie advertising to interactive kiosks and even shopping carts

*4. Continuity

The duration of an advertising message or campaign over a given period of time.

*gross rating points (GRPs):

The total audience delivery or weight of a specific media schedule. It is computed by dividing the total number of impressions by the size of the target population and multiplying by 100, or by multiplying the reach, expressed as a percentage of the population, by the average frequency. In television, gross rating points are the total rating points achieved by a particular media schedule over a specific period. For example, a weekly schedule of five commercials with an average household rating of 20 would yield 100 GRPs. In outdoor advertising, a 100 gross rating point showing (also called a number 100 showing) covers a market fully by reaching 9 out of 10 adults daily over a 30-day period.

*2. reach:

The total number of different or unique people or households exposed to an advertising schedule during a given time, usually four weeks.

gross impressions:

The total of all the audiences delivered by a media plan.

While the concepts of effective reach and frequency are now hotly debated, virtually _______ agencies still use them.

all

Good media planning is both an art and a science. The media planner must get the most effective exposure on a limited _____.

budget

*Audience objectives:

define the specific types of people the advertiser wants to reach

Naturally, as more media are used, some ____ occurs.

duplication

the Discovery Networks, for example, which include the Travel Channel, TLC, Animal Planet, and Discovery, offer their advertisers "multiplatform content sponsorships." What this unwieldy name means is that:

each advertiser gets a major Internet/TV sponsorship with four or five commercials in a special-event Discovery show and Webcast. Specially created TV spots promote the program and the Webcast, as well as Discovery's Web site and even the advertiser's Web site.

*Media people use the term ________ to describe the quality of exposure.

effective reach

*to express the number of times the same person or household is exposed to a message—a radio spot, for example—in a specified time span, media people use the term ____.

frequency

1 message weight

he total size of the audience for a set of ads or an entire campaign, because it gives some indication of the scope of the campaign in a given marke

*Once we understand reach and frequency, we have another simple way to determine the message weight. To calculate gross rating points:,

just multiply a show's reach (expressed as a rating percentage) by the average frequency. In our radio example, 40 percent of the radio households (a 40 rating) had the opportunity to hear the commercial an average of four times during the four-week period: Thus, the message weight of this radio campaign would be equal to 160 percent of the total market—or 160,000 gross impressions.

Historically, the people who plan and buy media have enjoyed relative anonymity compared to the "stars" in the creative and account service departments. As evidence of this, entry-level media positions are still among the _______-paid jobs in the business.

lowest

*Marketing strategies lay out the steps for meeting these objectives by blending the four elements of the___________ .

marketing mix

he higher a program's rating, the _____ people are watching.

more

* In addition, many companies spend a considerable portion of their marketing budgets on specialized communications like direct marketing, sales promotion, public relations activities, and personal selling, topics we'll discuss in the last two chapters. In fact, these "below-the-line" (___________) activities are the fastest-growing segments at some of the large agency holding companies, like WPP and Interpublic.

noncommissionable

Cannon and Riordan would replace effective frequency with _____ frequency.

optimal

To answer the questions of (where, when, and how often advertising should appear), a media planner must understand a 4 terms, including:

1 message weight 2. reach 3. frequency 4. continuity.

The objectives and strategies of an advertising plan unfold from the marketing plan. But advertising objectives focus on communication goals, such as:

1. Convincing 25 percent of the target market during the next year of the brand's need-satisfying abilities. 2.Positioning the brand as a cost-effective alternative to the market leader in the minds of 30 percent of men ages 18 to 34 during the next two years. 3. Increasing brand preference by 8 percent in the South during the next year. 4.Improving the target stakeholder group's attitude toward the company's environmental efforts by at least 15 percent by campaign end. ----To achieve these objectives, companies devise advertising strategies that employ the elements of the creative mix

An advertiser may accumulate reach in two ways:

1. by using the same media vehicle continuously 2. combining two or more media vehicles

*Marketing objectives may focus on 2 things:

1. solving a problem ("regaining sales volume lost to major competitive introductions over the past year") 2. seizing an opportunity ("increasing share in the female buyer segment of the athletic-shoe market").

*media objectives explain:

1. who the target audience is and why 2. where messages will be delivered and when 3. how much advertising weight needs to be delivered over what period of time.

To run a 30-second spot on American Idol, for instance, now costs around $_______.

450,000

Domestic Markets:

A media planner normally limits advertising to areas where the product is available. If a store serves only one town, or if a city has been chosen to test market a new product, then the advertiser will use a local plan. A regional plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states. Regional plans typically employ a combination of local media, regional editions of national magazines, TV spots and radio, and the Internet. Advertisers who want to reach several regions or an entire country use a national plan. This may call for network TV and radio, full-circulation national magazines and newspapers, nationally syndicated Sunday newspaper supplements, and the Internet.

*opportunity to see (OTS):

A possible exposure of an advertising message to one audience member. Also called an <i>advertising impression.</i> Effective frequency is considered to be three or more opportunities to see over a four-week period; but no magic number works for every commercial and every product.

* circulation

A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership.

steps for developing a media plan: ( same process as marketing and advertising planning).

First, review the marketing and advertising objectives and strategies and set relevant, measurable objectives that are both realistic and achievable by the media. Next, try to devise an ingenious strategy for achieving these objectives. Finally, develop the specific tactical details of media scheduling and selection.

3. media

From the IMC perspective, media include all communications vehicles available to a marketer. This includes radio, TV, newspapers, magazines, outdoor, online and direct mail, plus sales promotion, direct marketing, public relations activities and publicity, special events, brochures, and even shopping bags. --Good media planners champion the integration of all marketing communications to help achieve their companies' marketing and advertising objectives. They look at the media element both analytically and creatively.

*effective reach:

It measures the number or percentage of the audience who receive enough exposures to truly receive the message. --Some researchers maintain that three OTSs over a four-week period are usually enough to reach an audience.

media mix - the 5 M's:

Many factors go into developing an effective media strategy. For simplicity and ease of memory, we have sorted them into five categories and given them the alliterative moniker of the five Ms (5Ms) : markets, money, media, mechanics, and methodology.

__________was the first ad agency to plan, create, and execute complete advertising campaigns in exchange for media-paid commissions—typically 15 percent of the client's media expenditures.

N.W. Ayer & Sons

*define advertising response curve

Studies of this indicate that incremental response to advertising actually diminishes—rather than builds—with repeated exposure.

With the advent of modern technology and the natural maturation of the marketplace, many more media are available to choose from today, and each offers more choices. As we mentioned earlier, it wasn't long ago that major advertisers could ensure a big audience by simply advertising on _____. Not anymore.

TV

*When we hear that a particular TV show garnered a 20 rating, it means 20 percent of the households with TV sets (expressed as television households or _____) were tuned in to that show.

TVHH

arshall McLuhan coined a phrase in 1964 that you still hear daily in the hallways of most advertising media departments—"_____________" McLuhan went so far as to postulate that the medium itself, and not the content it carries, affects the society in which it plays a role because of the characteristics of that medium.1 To state it another way, when your message can be communicated by merely being placed in the appropriate arena, then your advertising efforts are carrying with it a heavier load in driving the business objectives of the advertising campaign. These are the moments that every brand, and thereby every media planner, strive for. It is the "art" component within the science of media planning and buying.

The medium is the message. EX:::: a local jeweler who chooses to advertise on TV may present the perception of being a successful business, which will appeal to some consumer groups, regardless of the message being conveyed in the 30-second spot.

Stacey Lippman, director of corporate media at TBWA\Chiat\Day at the time, said, "_______________."

There's too much to keep track of and too many things to explore

* creative mix

Those advertising elements the company controls to achieve its advertising objectives, including the target audience, the product concept, the communications media, and the advertising message. See also <i>advertising strategy.</i>

2. MONEY

Using intuition, marketing savvy, and analytical skill, the media planner determines the second element, MONEY —how much to budget and where to allocate it. How much for print media, how much in TV, how much to nontraditional or supplemental media, how much to each geographic area? We discuss this issue in depth in the chapters on using and buying media

readers per copy (RPC):

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

As we have seen, the agency is adept at answering the many questions involved in media planning, such as the following:

Where should we advertise? (In what countries, states, or parts of town?) Which media vehicles should we use? When during the year should we concentrate our advertising? How often should we run the advertising? What opportunities are there to integrate our media advertising with other communication tools? -----ome of these decisions require hard scientific research and detailed mathematical analysis, aided by sophisticated software programs. But understanding and interpreting what all the numbers really mean, and then conceiving and implementing a truly masterful media plan, demand human intelligence and creativity.5

he media department gained this new prominence in the late 1990s. Clients started taking an_________approach to agency services, and agencies began competing for media planning and buying assignments separately from the creative business.

a la carte

The target audience may consist of people in:

a specific income, educational, occupational, or social group—any of the segments we discussed in Chapter 6. And the target audience is not necessarily the same as the product's target market. Often it is considerably larger. For example, in the case of a new product introduction, the target audience will often include members of the distribution channel, key opinion leaders, the financial community, and even the media itself—in addition to potential customers.

Media objectives have two major components:

audience objectives and message-distribution objectives.

As the process of buying media has become more complex, so has the process of selling media. In the constant battle for additional sales, many print and broadcast media companies developed "value-added" programs to provide extra benefits. Besides selling space or time at rate-card prices or below, these companies now offer reprints, merchandising services, special sections, event sponsorships, and mailing lists. To get a bigger share of the advertiser's budget, larger media companies are _____ the various stations, publications, or properties they own and offering them in integrated combos as further incentives.

bundling

* what are the problems with Reach?

by themselves, the numbers don't take into account the quality of the exposure. Some people exposed to the medium still won't be aware of the message. So, on the surface, reach doesn't seem to be the best measure of media success.

the final element making media planning more challenging today is the _____ environment,

competitive

Few companies spread their marketing efforts evenly throughout the year. They typically heavy up before prime selling seasons and slow down during the off-season. Likewise, to save money, a media planner for a new product might decide that after a heavy introduction period of, say, four weeks, a radio campaign needs to maintain ___ for an additional 16 weeks but on fewer stations. We'll discuss some common scheduling patterns in the section on media tactics.

continuity

Marketers are naturally interested in having their messages exposed to as many customers and prospects as they can afford. So they are also logically most interested in those media opportunities that offer the largest audiences. The basic way to express audience size is simply to ___________ in a medium's audience. -- This is what media research firms like Nielsen and Arbitron do for the broadcast media, typically using a statistical sample to project the total audience size.

count the number of people

Today the media planner's assignment is just as critical as the _____ director's: One media planner can be responsible for millions of client dollars. The planner's work attests to an agency's strategic ability to understand the target market and the most optimal time and place to communicate with them. Some agencies have gone so far as to integrate the strategic planning and media planning groups into one department, effectively giving media planners a seat at the creative strategy table.

creative

*media planners typically use ________ classifications to define their target audiences.

geodemographic

by multiplying a medium's total audience size by the number of times an advertising message is used during the period, planners arrive at the ________________, or potential exposures, possible in that medium. Then, by summing the gross impressions for each medium used, they know the total gross impressions for the schedule

gross impressions

There are two ways to express message weight:

gross impressions and gross rating points.

*By adding the ratings of several media vehicles (as we did for gross impressions) we can determine the message weight of a given advertising schedule, only now it's expressed as :

gross rating points (GRPs)

*advertising impression:

is a possible exposure of the advertising message to one audience member. It is sometimes referred to as an opportunity to see (OTS).

Media planners often define media objectives by the schedule's _____ ________

message weight

5. methodology:

methodology element refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives. It offers the opportunity for creativity in planning, negotiating, and buying. --Complex messages, such as ads announcing a new product or concept, require more space or time for explanation. Each circumstance affects the media selection as well as the methodology of the media mix.

*For example, if 40 percent of 100,000 people in a target market tune in to radio station WKKO at least once during a four-week period, the reach is 40,000 people. Reach may be expressed as a percentage of the total market (40 percent) or as a raw number (40,000). Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an ______ to see the ad or commercial.

opportunity

As we've discussed in previous chapters, the key to successful advertising is proper __________.

planning --Thus, before media planning begins—indeed, before advertising is even considered—companies must first establish their overall marketing and advertising plans for their products.

* because media planning is part of the strategic work done ______ to developing creative concepts

prior

Value-added packages often employ communications vehicles outside traditional media planning, such as: EX: The Food Network,host of The Next Iron Chef International, allowed product integration for the premier sponsor, Kikkoman, into the competition and also recorded one of the episodes on-site at Kikkoman headquarters in Japan. These type of integrations allow advertisers, in this case Kikkoman, to gain associative value that basic advertising cannot accomplish. But placing a value on these deals is difficult because the nonmedia elements are hard to quantify.

public relations activities, sales promotion, and direct marketing.

*with large media schedules, though, gross impressions can run into the millions and become very awkward to handle, so that's where the concept of ___________ came from.

ratings

1 Markets :

refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders. In an integrated marketing communications plan, the IMC planner wants to find the reasons and motivations for the prospect's purchase and usage patterns and then create a media plan based on those findings.35

*Frequency measures the intensity of a media schedule, based on repeated exposures to the medium or the program. Frequency is important because ___ is the key to memory.

repetition

The consumer target audience may be determined from the marketer's _____.

research

However, planners rely largely on ____ research sources, such as Arbitron and Nielsen Media Research, which provide basic demographic characteristics of media audiences

secondary

*The rating is:

simply the percentage of homes (or individuals) exposed to an advertising medium. Percentages are not only simpler numbers to deal with, they are also more useful in making comparisons. Thus, one rating point is equal to 1 percent of a given population group.

Media planners may use GRPs to determine the optimal level of ____ for a campaign.

spending --The more GRPs they buy, the more it costs. However, because of discounting, the unit cost per GRP decreases as more GRPs are bought. Beyond a certain point, the effectiveness of additional GRPs diminishes.

While frequency is important to create memory, continuity is important to ___ it.

sustain

Planners can then select media vehicles (particular media program or publications)—particular magazines or shows—according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired _______ consumer.

target

*the media department's job is to make sure the advertising message (developed by the creative department) gets to the correct _____ ________ (established by the marketing managers and account executives) in an effective manner (as measured by the research department).

target audience

*effective frequency:

the average number of times a person must see or hear a message before it becomes effective. In theory, effective frequency falls somewhere between a minimum level that achieves message awareness and a maximum level that becomes overexposure, which leads to "wearout" (starts to irritate consumers). --Michael Naples's classic book Effective Frequency - people say it is flawed

**Frequency is calculated as:

the average number of times individuals or homes are exposed to the medium. For instance, suppose in our hypothetical 100,000-person market that 20,000 people tune in to WKKO and have three OTSs during a four-week period, and another 20,000 have five OTSs. To calculate the average frequency, divide the total number of exposures by the total reach: For the 40,000 listeners reached, the average frequency, or number of exposures, was four.

as we saw in Chapter 8, the top-down marketing plan defines _____________

the market need and the company's sales objectives and details strategies for attaining those objectives.

*3. define frequency:

the number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicle. --A new or highly complex message may require greater frequency and exposure to be understood and remembered. A dogmatic message like Nike's may require a surge at the beginning, then low frequency and greater reach.

Media decisions are greatly influenced by factors over which the media planner has little or no control. These include:

the scope of the media plan, sales potential of different markets, competitive strategies and budget considerations, availability of different media vehicles, nature of the medium, mood of the message, message size and length, and buyer purchase patterns.

*message weight:

the total size of the audience for a set of ads or an entire campaign - it gives some indication of the scope of the campaign in a given market. ------In the calculation of message weight, advertisers disregard any overlap or duplication. As a result, certain individuals within the audience may see the message several times while others don't see it at all. While message weight gives an indication of size, it does not reveal much about who is in the audience or how often they are reached. This fact necessitated the development of other media objectives, namely reach, frequency, and continuity.

* define recency planning:

theory that is based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy." Therefore, the important thing for advertising is to be there when the consumer is ready to buy, and that suggests continuity.33 His theories have gained the attention of many of the nation's largest advertisers, among them Procter & Gamble, Kraft Foods, and Coca-Cola.34

*Media objectives :

translate the advertising strategy into goals that media can accomplish.

*Reach measures the _____extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number.

unduplicated

*Distribution objectives define:

where, when and how often a advertising should appear.