1. How do media work?
CHAPTER 9
Media Planning & Buying in the 21st Century
2. Agenda
Introduction
ARF Response Model
Effective Reach
Recency
Share of Voice/Share of Market
Purchase Funnel
Engagement
Media Planning & Buying in the 21st Century
3. “If you don’t know where you are going,
any road will get you there”
-- Cheshire Cat
Media Planning & Buying in the 21st Century
4. 1. ARF Response Model
In 1961, the Advertising Research Foundation (ARF)
developed a media communications model
describing the progression of media effects
Recommendation that media should only be
compared on the same level of the model.
The model was revised in the 2000s to reflect the
introduction of digital and new media.
Media Planning & Buying in the 21st Century
5. ARF Response Model
Vehicle Distribution
Vehicle Exposure
Advertising Exposure
Advertising
Attentiveness
Advertising
Communication
Advertising
Persuasion
Advertising Response
Sales Response
Media Planning & Buying in the 21st Century
6. 2. Effective Reach
Effective Reach is based on the premise that a target
audience must be reached often enough to elicit a
response, but not too often.
If not reached often enough, advertiser will receive poor results and
budget will be wasted.
If reached too often (beyond point of diminishing
returns”), incremental dollars may be wasted.
ANA guidelines were that audiences should be reached 3-
10 times (advertising exposure, not vehicle exposure).
Fewer than 3 exposures – no effect/dollars wasted
More then 10 exposures – diminishing returns
Media Planning & Buying in the 21st Century
7. Rationale for Effective Reach:
memory decay; need for reinforcement
Media Planning & Buying in the 21st Century
8. Zielskie’s Research
60
13 exposures at fourweek intervals
PERCENT RECALL
50
40
30
1 exposure per week for
13 weeks
20
10
0
0
4
8
12
16
20
24
28
32
WEEK OF THE YEAR
Media Planning & Buying in the 21st Century
36
40
44
48
52
9. A Plan Based on Effective Reach
Actual vs. Hypothetical Schedule
Theoretically Optimal TV Schedule
20
ACTUAL
SCHEDULE
15
% Reach
HYPOTHETICAL
SCHEDULE
10
EFFECTIVE
EXPOSURE
5
0
0
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20
NUMBER OF EXPOSURES
Media Planning & Buying in the 21st Century
10. Adstock
A term fashioned by British researcher, Simon
Broadbent, to describe the prolonged or lagged
effect of advertising on consumer behavior.
Also known as “carryover” effect
Suggests that there is long term building of
awareness and other measures of advertising effects
Each successive exposure builds incremental
awareness
Media Planning & Buying in the 21st Century
11. 3. Recency
Recency theory challenges the foundations of Effective
Reach
Recency maintains that, rather than frequency, what is
important is to reach the maximum number of target
persons weekly just prior to purchase
Recency looks at the role of advertising as being one of
reminding consumers to buy X just prior to going to
the store
Recency has major media planning and buying
implications, e.g.:
Effective reach strives to reach the maximum percentage of the
target within the effective range of frequency
In contrast, Recency advocates maximizing weekly reach
Media Planning & Buying in the 21st Century
12. 4. Share of Voice
Share of Voice
(SOV)
Media Planning & Buying in the 21st Century
Share of
Mind
Share of
Market
14. 6. Engagement
Engagement measures the extent to which a
consumer has a meaningful brand experience when
exposed to commercial advertising or sponsorships.
Media Planning & Buying in the 21st Century
Editor's Notes
The ARF model was an important step in learning how to compare media audience & response data on the same base. Review each stage and how it leads to the next.
The second model, widely used by planners who accepted at face value
Supporting the notion of the need for frequency in ad exposures isEbbinghaus’ research in the 1880s which found that memory decays at an exponential rate. Frequency is needed to reinforce previous exposures and attempt to retain a level of learning.
Another landmark study demonstrated the effect of frequency
Effective Reach based on 3-10 exposures
Somewhat supportive of effective reach
Third theory to explore is Recency planning, a popular theory championed by Irwin Ephram
The fourth model – Share of Voice – assumes that with atleast average product and advertising, SOV can play an important role in driving increased market share.
The fifth model, the Purchase Funnel, sees a multi staged road leading to purchase-- beginning with converting unaware consumers to aware higher familiarity to favorable image– and so on culminating in a purchase. More applicable to considered purchase products.
Finally, the currently in vogue model is engagement. How can media help to ENGAGE the consumer with the product and ad message?
