Selec mosteffectiveadvertisingmediaoglemrpp

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Selec mosteffectiveadvertisingmediaoglemrpp

  1. 1. Selecting the Most EffectiveAdvertising Media for Your Message and Customer Presented By: May 17, 2011
  2. 2. MRPP Media, Research Planning & Placement Focus and Passion is Media Effective and efficient media planning delivering increased sales and ROI
  3. 3. MRPPOur Company Mission is to… Maximize and extend our clients media advertising budgets using creative thinking and proprietary research.  We do this with a team of dedicated planners and buyers with years of experience in media planning and buying. Our goal is to deliver to our clients the most effective and cost efficient budget which results in increased sales and ROI
  4. 4. Today’s Discussion Establishing Goals Media Selection  Influencing Conditions  Choosing the Appropriate Media  Negotiation  Follow-up  Did it work?
  5. 5. Media Is a Toolfor Implementing the Marketing Strategy
  6. 6. Step 1 - Establish Media Goals How Will You Measure Success? Awareness vs. Direct Response Campaigns Minimal Delivery Levels: GRPs = R x F Determine Optimal Frequency Levels Minimum of 3.0 Maximum of 12.0
  7. 7. Media Rule of ThumbAudience must be exposed toan advertising message aminimum of three times beforethey make a consciencedecision to consider yourproduct or disregard it.
  8. 8. Step 1 - Establish Media Goals Deliver as Much Reach as Budget Allows Ensure Frequency Levels are Appropriate for Campaign Impact Competitive Considerations What are the Other Guys up to?
  9. 9. Step 2 – Confirm Influencing Conditions Key Factors to be Considered  Target Audience  Target Geography  Timing  Creative Execution  Budget
  10. 10. Step 2 – Confirm Influencing Conditions Pinpoint and Prioritize Target Audiences  Age  Sex  Income  Education Levels  Occupation  Lifestyle Factors
  11. 11. Step 2 – Confirm Influencing Conditions Confirm Timing Issues  Special Event or Ongoing Presence?  Seasonality of Product or Service?  How Long is Purchase Cycle?  Competitive Activity?  Goal is to Maintain Continuity, Emphasize Opportunities within Budget Parameters
  12. 12. Step 2 – Confirm Influencing Conditions Creative Execution  What Media Vehicle (s) Best Communicate the Message?  Demonstration or Details Required?  Emotional Impact Important?  Promotional Support Needed?  Length or Size of Ads  Color or Black & White
  13. 13. Step 2 – Confirm Influencing Conditions Budgetary Considerations Budgetary Considerations  Established vs. Requested Budgets  Competitive Activity Should Always Be Considered  Revenue Projections Can Assist in Acquiring Additional Funding
  14. 14. Step 3 – Determine Best Vehicles Quantitative Research Quantitative Research  Broadcast  Nielsen for Television  Arbitron for Radio  Print  ABC for Consumer Publications  BPA for Business Publications  Online  Nielsen Net Ratings  ComScore  Quantcast
  15. 15. Step 3 – Determine Best Vehicles Other Factors to Consider Other Factors to Consider  Editorial Appropriateness  Competitive Presence  Past Successes, Failures  Duplication  Cost Efficiency  Affordability
  16. 16. Step 3 – Determine Best Vehicles Television – Overview Television – Overview  HH Coverage is at 98.9%  61.9% of HH have Multiple Sets  Average HH Viewing – 50+ Hrs/Week  Cable Penetration Over 90%  DVR Penetration is at 37%  Satellite TV an Increasingly Strong Player
  17. 17. Step 3 – Determine Best Vehicles Broadcast TV – Advantages Broadcast TV – Advantages  Broadest Reaching Medium  Individual Stations up to 70% Reach  Highly Influential Due to Combined Audio and Visual Elements  Targeted Programming Environment  Fairly Quick Turn Around Time
  18. 18. Step 3 – Determine Best Vehicles Broadcast TV – Disadvantages Broadcast TV – Disadvantages  Not as Geographically Targeted  Increasing Audience Fragmentation  Easy to Avoid Ads (DVR/TiVo, etc.)  Expensive to Build Effective Frequency  Limited Promotional Opportunities  High Cost Medium
  19. 19. Step 3 – Determine Best Vehicles Cable TV – Advantages Cable TV – Advantages  Very Geographically Targeted  Specific Demographics Can Be Targeted via Network Selection  More Cost Effective Way to Build TV Message Frequency  Promotional Opportunities  Quick Turn Around Time
  20. 20. Step 3 – Determine Best Vehicles Cable TV – Disadvantages  Lower Reach Potential than Broadcast TV  Individual Networks up to 37% Reach  Quality and Quantity of Local Breaks  Can Be Difficult To Compare With Other Broadcast Media  Multiple Systems Needed for Broad Areas  Easy to Avoid Ads (DVR/TiVo, etc.)  Not All Networks Accept Local Ads
  21. 21. Step 3 – Determine Best Vehicles Radio - Advantages Radio - Advantages  Highly Targeted Demographically  Great for Building Frequency Affordably  Reaches TA at Home, Work, and in Car  Highest Time Spent of Any Medium  Variety of Promotional Opportunities  Flexible, Immediate Placement
  22. 22. Step 3 – Determine Best Vehicles Radio - Disadvantages Radio - Disadvantages  Not a High Reach Medium  Audience Fragmentation as Formats Compete for Audience Share  No Visual Impact  Impression May be Transient (Active vs. Passive Listening)  Easy to Switch Stations
  23. 23. Step 3 – Determine Best Vehicles Newspaper - Advantages Newspaper - Advantages  Broad Reach in Local Areas  Communicates Detail Well  More Immediacy than Magazines  Specialty Pubs Offer Best Reach to Specific Populations (e.g., Ethnic, Seniors)
  24. 24. Step 3 – Determine Best Vehicles Newspaper - Disadvantages Newspaper - Disadvantages  Most Are Not Demographically Targeted  Expensive to Build Frequency  Color Reproduction Poor, Expensive  Small Pass Along Audience  Short Shelf Life  Younger Adult Readership Declining  High Total Cost
  25. 25. Step 3 – Determine Best Vehicles Magazine - Advantages Magazine - Advantages  Very Demographically Targeted  Quality Editorial Environment  Fine Color Reproduction  Sizable Pass Along Audience  Long Shelf Life
  26. 26. Step 3 – Determine Best Vehicles Magazine - Disadvantages Magazine - Disadvantages  Early Closing Dates, Long Lead Times  Lack of Immediacy  Slow Building of Reach  Typically Not As Geographically Targeted
  27. 27. Step 3 – Determine Best Vehicles Out of Home - Advantages Out of Home - Advantages  Broad Coverage of Local Markets  High Frequency Building  Geographic Flexibility  High Summertime Visibility  Great Support Medium for Television
  28. 28. Step 3 – Determine Best Vehicles Out of Home - Disadvantages Out of Home - Disadvantages  Limited to Simple Messages  High Reach Doesn’t Always Mean High Message Recall  Proportionally High Cost for Production
  29. 29. Step 3 – Determine Best Vehicles Direct Mail - Advantages Direct Mail - Advantages  Extremely Selective  Demographically and/or  Geographically Targetable  Response Rate is Easy to Measure  Personalized Medium
  30. 30. Step 3 – Determine Best Vehicles Direct Mail - Disadvantages Direct Mail - Disadvantages  Most Expensive Cost per Thousand  Inaccurate and Incomplete Lists  Variance in Delivery Dates  High Tune Out Factor
  31. 31. Step 3 – Determine Best Vehicles Internet - Advantages Internet - Advantages  Directly Measurable  Extremely Flexible, Adaptable  Personalized Messaging  Minimal Waste
  32. 32. Step 3 – Determine Best Vehicles Internet - Disadvantages Internet - Disadvantages  Relatively High CPM  Can be Complex to Analyze, Purchase  Not All Websites Accept Advertising  Often Not Geo-Targetable  Less Effective Without Mass Media
  33. 33. Step 3 – Determine Best Vehicles Test Your Knowledge – Test Your Knowledge –  Target Audience is:  M18-34, Highly Educated, Upper Income  Target Geography is Charlotte Metro  Looking for Promotional Extensions  Need Frequency to Drive Traffic Which Medium is Best?
  34. 34. Radio or possibly Cable
  35. 35. Step 3 – Determine Best Vehicles Test Your Knowledge – Test Your Knowledge –  Target Audience is:  Women 25-54, Enjoy Gardening, Have Kids  Target Geography is National  Campaign Goal is Awareness, Not Immediate Direct Response Which Medium is Best?
  36. 36. Magazine or possibly Internet
  37. 37. Step 3 – Determine Best Vehicles Test Your Knowledge – Test Your Knowledge –  Target Audience is Adults 25+  Target Geography is Greater Orlando, FL  Ad Needs to Convey Complicated Information  Goal is Broad Reach, Minimal Frequency Over a 2-week Period Which Medium is Best?
  38. 38. Newspaper or Broadcast Television
  39. 39. Step 4 – Negotiating the Buy Implementing the Strategy Implementing the Strategy  Use Full Budgets to Negotiate Best Pricing, Added Value  Broadcast Most Negotiable with Rates (Supply and Demand)  Magazines and Internet Somewhat Negotiable  Newspaper Least Negotiable (Contracts and Short Rates)
  40. 40. Step 4 – Negotiating the Buy Broadcast Media – Television vs. Radio Broadcast Media – Television vs. Radio  Both are Fairly Negotiable if Purchased Far Enough in Advance  TV Least Costly in 1st and 3rd Quarters  Radio Least Expensive in 1st Quarter  Purchase TV Programs, Not Stations  Purchase Radio Stations, Cable Networks
  41. 41. Step 4 – Negotiating the Buy Avoiding the Number of Spots Trap  Not All Spots Are Created Equal  First Look At Ratings Delivery  Then Design Schedules with Optimal Frequency, Not Number of Spots
  42. 42. Step 4 – Negotiating the Buy Radio – Which Is The Best Buy? Radio – Which Is The Best Buy?  TA is Men 35-64 in Raleigh, NC  Schedule Airs M-F 6a-7p for 1 week  WQDR-FM (Country) 25 spots/week  WRAL-FM (Contemporary) 25 spots/week  Same Cost for Both Stations
  43. 43. Step 4 – Negotiating the Buy Side by Side Delivery Comparison Side by Side Delivery Comparison WQDR-FM WRAL-FM .7 avg. spot rating .8 avg. spot rating 25 spots 25 spots 70.0 GRPs 80.0 GRPs 15.3% Reach 24.8% Reach 4.5 Frequency 3.1 Frequency Arbitron December 2010 PPM
  44. 44. Step 4 – Negotiating the Buy Magazines Magazines  Better Rates for Higher Frequency  Last Minute Remnant Space Offers  Preferred Placement, Color Upgrades  Value Added  Subscriber Lists for DM or Email  Counter Cards  Website Links
  45. 45. Step 4 – Negotiating the Buy Newspaper Newspaper  Contracts Required, Short Rates Applied  Rates Vary Based on Type of Advertiser  Repeat Discounts Offered  Value Added  Special Sections  Color Upgrades  Preferred Placement
  46. 46. Step 4 – Negotiating the Buy Important Factors to Consider Important Factors to Consider CPP or CPM Duplication Vendor’s Share of Budget Positioning/Placement Delivery Guarantees Value Added Extras
  47. 47. Step 5 – Post-Buy Analysis Did We Really Get What We Paid For? Did We Really Get What We Paid For?  As Crucial to the Success of the Campaign as Planning and Buying  Check Positioning and Delivery  Makegoods for Any Short Falls  Assures Media Vendors Will Monitor Schedules in the Future
  48. 48. Step 5 – Post-Buy Analysis Case Study Case Study  Client purchased radio on “Number of Spots” Basis  Affidavits Not Sent, Delivery Never Verified  Of All Spots Purchased, Over 40% Ran 12mid-6am  Client Paid 3x Higher CPP Than MRPP Average in Market
  49. 49. In Summary Media Is An Important Tool for Marketers Campaign Success is Tied to Establishing Goals, Developing the Right Strategy Research Plays A Critical Role Creativity and Negotiating also Key Post-Buy Analysis Essential Too Expensive to Experiment
  50. 50. Media Research Planningand Placement

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