Mp+ +b +chapter+7

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  • We have discussed the first two legs of the media evaluation triangle: audience and cost. The third leg of the media evaluation triangle is impact or how effectively a medium will present the message to its audience
  • Advertising exposure is an important metric because it must occur before the message can have any effect
  • What are so many of these studies inconsistent?
  • Example of impact research conducted by Nielsen for the TVB
  • Which one medium is most effective in communicating appetite appeal…prestige… low price?
  • In a perfect world we would be able to calculate cost effectiveness of different media considering audience, cost and impact. This example shows that Medium 1 is most cost efficient before weighting for effectiveness. When we do weight, Medium 2 becomes much more cost effective than Medium 1
  • Mp+ +b +chapter+7

    1. 1. Media impact CHAPTER 7 Media Planning & Buying in the 21st Century
    2. 2. Media Impact Media Selection Criteria Cost Audience Impact Media Planning & Buying in the 21st Century
    3. 3. Agenda WHAT IS MEDIA IMPACT? THE MEDIUM IS THE MESSAGE INTER-MEDIA VS. INTRA-MEDIA IMPACT EXAMPLES OF IMPACT METRICS MEDIA EFFECTIVENESS RESEARCH EXAMPLES OF RESEARCH WEIGHTING AUDIENCES FOR IMPACT Media Planning & Buying in the 21st Century
    4. 4. Media Impact  What is media impact?  The positive effect that the medium itself has on an audience  Many factors may affect media impact, e.g., attentiveness, involvement, context, relevance, etc.  Media planners and buyers attempt to select media which will most effectively provide impact for their messages, e.g., Mouthwatering appetite appeal for Red Lobster  Demonstration of the latest and greatest slicer/dicer  Sales leads for insurance company client  Trial for new product  Media Planning & Buying in the 21st Century
    5. 5. What is Media Impact?  Do some media communicate advertising to their audiences more effectively than others? - Probability of ad exposure? Recall & memorability of message? Change opinion & consideration? Creative leverage? Engagement?  Do certain media communicate certain messages more effectively than others? - Magazines – information for interested readers Newspapers – for shoppers
    6. 6. Media Impact  Considerations - How relevant is the creative message/product the media vehicle and its audience? - Audience interest in ad content Sensory involvement Imagery Need to communicate styling, beauty Need to communicate much information Credibility
    7. 7. Basic Levels of Media Impact Vehicle Exposure Advertising Exposure Advertising Impact
    8. 8. Advertising Exposure Opportunity Varies Media Vehicle audience Measurement Television Avg. Minute Audience Magazine Avg. Issue Audience Radio Avg. ¼ Hour Audience Internet Click thru to Website Est. % Vehicle Audience Exposed To Ad 75-80% 50-55% 20% 100%
    9. 9. Examples of Impact Metrics  Ad Exposure is a necessary pre-requisite to an ad having an effect. Media factors affecting ad exposure probabilities include:     Attention levels (SMRB) Involvement Recall Clutter & proximity to competitive advertising  Response is the result of ad exposure and:      Message/ad Media context Relevance Perceived credibility Engagement of audience Media Planning & Buying in the 21st Century
    10. 10. Beyond Ad Exposure: What Happens Next? Media Planning & Buying in the 21st Century
    11. 11. The “Medium is the Message”  Question for the class:  Fortune Magazine’s selling proposition used to be that Fortune was worth a premium price (higher CPM) because its editorial quality and context conferred more credibility on the advertiser than its competitor (Forbes) did.  It was a difficult proposition for Fortune to prove  Do you think media confer any special status or credibility on advertisers? Media Planning & Buying in the 21st Century
    12. 12. Is the Medium the Message? Media Planning & Buying in the 21st Century
    13. 13. Media Effectiveness Research  There have been thousands of studies on inter and intra media effectiveness  All media types conduct studies intended to prove their effectiveness/impact to media decision makers   Most studies are commissioned by industry associations (e.g.,TVB, RAB, MPA, NAA, IAB) whose job it is to “sell” the medium to advertisers) Results are generally predictable according to the sponsor of the research Media Planning & Buying in the 21st Century
    14. 14. Example of Impact Research Based on Total Adults Television Radio Magazine Newspaper 53% 5% 16% 10% 17% Most Persuasive 70 6 9 11 5 Most Authoritative 49 10 12 22 6 Most Influence 79 3 4 7 7 Most Exciting 78 5 6 4 7 Learn about Products Source: TVB, Nielsen Media Research, 2010 Media Planning & Buying in the 21st Century Online
    15. 15. Which One Medium is Best to Communicate: NewsMagazine papers Outdoor Online search ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Fashion ? ? ? ? ? ? Information ? ? ? ? ? ? Inquiries ? ? ? ? ? ? Prestige ? ? ? ? ? ? Price (low) ? ? ? ? ? ? Speed ? ? ? ? ? ? TV Radio Appetite Appeal ? ? ? Beauty ? ? Buy Now ? Demonstration Media Planning & Buying in the 21st Century
    16. 16. Media Selection & Consumer Purchase Behavior EXAMPLE FOR CONSIDERED PURCHASE INITIAL AWARNESS MEDIA CONSUMERS USE MOST TELEVISION COLLECT INFORMATION TV/MAGAZINES EVALUATION OF ALTRERNATIVES MAGAZINES SHOPPING & PURCHASE NEWSPAPERS
    17. 17. Considering Audience, Cost, Impact… Example of Weighting for Media Impact Medium 1 Medium 2 Index 10,000,000 12,000,000 120 Cost $25,000 $35,000 140 CPM $2.50 $2.92 117 .20 .80 400 2,000,000 9,600,000 480 $12.50 $3.65 29 Audience Effectiveness Weight Adjusted Audience Adjusted CPM Media Planning & Buying in the 21st Century

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