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Traditional Media Planning
Why? <ul><li>Leverage </li></ul><ul><ul><li>Ad/message awareness </li></ul></ul><ul><ul><li>Brand awareness (top of mind, ...
<ul><li>Players: </li></ul><ul><li>Advertiser </li></ul><ul><li>Creative Agency </li></ul><ul><li>Media planning and buyin...
Pressure!
Coverage
 
 
 
<ul><li>High reach </li></ul><ul><li>Emotion, Brand values </li></ul><ul><li>GRP: cumulative, undeduped net audiences </li...
 
<ul><li>! Pre-sets </li></ul><ul><li>Conservatism: people listen to few radios </li></ul><ul><li>Attention and « unavoidab...
New attitudes towards advertising
<ul><li>Close to PoS  </li></ul><ul><li>PoS packages </li></ul><ul><li>48 agglomerations </li></ul><ul><li>Interviews (15....
 
<ul><li>metric: readers = issues x number of readers </li></ul><ul><li>Not page-based! </li></ul><ul><li>Short production ...
 
Conservatism:  resistance to online <ul><li>Share of voice </li></ul><ul><li>Where is my ad? </li></ul><ul><li>What’s in t...
 
 
 
 
 
Community animation Twitter opportunities Case Study mobile app Monitoring Social media Geo-localization Innovative mash-u...
Cleverwood is a trademark of Fair Wood Ventures sprl/bvba Cleverwood is your New Media Consulting partner, providing exper...
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Traditional Media Planning : what are the reasons for conservatism?

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In the era of digital marketing, most brands keep investing a very important part of their above the line budgets in traditonal media. What are the reasons for this conservatism?
The advertisers point of vue, the media agency point of vue, the user point of vue… and the chaos scenario. Let’s discuss this together!

This Cleverwood Friday Session will be animated by Philippe Deltenre, Digital Media Trainer.

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Transcript of "Traditional Media Planning : what are the reasons for conservatism?"

  1. 1. Traditional Media Planning
  2. 2. Why? <ul><li>Leverage </li></ul><ul><ul><li>Ad/message awareness </li></ul></ul><ul><ul><li>Brand awareness (top of mind, spontaneous, aided) </li></ul></ul><ul><ul><li>Brand favorability < Advocacy </li></ul></ul><ul><ul><li>Purchase consideration </li></ul></ul><ul><ul><li>Purchase intent </li></ul></ul>
  3. 3. <ul><li>Players: </li></ul><ul><li>Advertiser </li></ul><ul><li>Creative Agency </li></ul><ul><li>Media planning and buying </li></ul><ul><li>Media (broadcast, print, digital) </li></ul><ul><li>Target audience </li></ul>
  4. 4. Pressure!
  5. 5. Coverage
  6. 9. <ul><li>High reach </li></ul><ul><li>Emotion, Brand values </li></ul><ul><li>GRP: cumulative, undeduped net audiences </li></ul><ul><li>Average reach x frequency </li></ul><ul><li>Measurement by CIM mediamétrie (panel based) </li></ul><ul><li>! Time shifting vue (live +6) </li></ul>
  7. 11. <ul><li>! Pre-sets </li></ul><ul><li>Conservatism: people listen to few radios </li></ul><ul><li>Attention and « unavoidability » </li></ul><ul><li>Measurement: CIM/GFK audiométrie </li></ul><ul><li>« Carnets d’écoute » </li></ul><ul><li>Several waves/year – 8000+ interviews </li></ul>
  8. 12. New attitudes towards advertising
  9. 13. <ul><li>Close to PoS </li></ul><ul><li>PoS packages </li></ul><ul><li>48 agglomerations </li></ul><ul><li>Interviews (15.000) </li></ul><ul><li>« implantation » & « movement » </li></ul><ul><li>Can be very creative </li></ul>
  10. 15. <ul><li>metric: readers = issues x number of readers </li></ul><ul><li>Not page-based! </li></ul><ul><li>Short production time </li></ul><ul><li>Volume of information </li></ul><ul><li>Local/tactical </li></ul><ul><li>Please the distribution network (retail, automotive) </li></ul><ul><li>LDP </li></ul><ul><li>How do we define a reader? </li></ul><ul><li>Magazine (branding) vs newspaper (tactical) </li></ul>
  11. 17. Conservatism: resistance to online <ul><li>Share of voice </li></ul><ul><li>Where is my ad? </li></ul><ul><li>What’s in the advertiser’s mind (or the mind of his family) </li></ul><ul><li>Process (creative agency and media planning) </li></ul><ul><li>No/very few online in mono-media experiences </li></ul><ul><li>Reporting </li></ul><ul><li>Overhype history & CIM struggle </li></ul><ul><li>TV can become viral anyway </li></ul><ul><li>Google business model </li></ul>
  12. 23. Community animation Twitter opportunities Case Study mobile app Monitoring Social media Geo-localization Innovative mash-ups Scrum : tips & tricks Career mgt 2.0 Basecamp Webwriting DYNAMIC INSOURCING FRIDAY SESSIONS Friday Sessions are organized internally within Cleverwood, where a few external people are also invited. Their goal is to share the knowledge on a particular hot topic between Cleverwood staff members. Follow @Cleverwood Use #FridaySession
  13. 24. Cleverwood is a trademark of Fair Wood Ventures sprl/bvba Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels. Thank You Philippe Deltenre [email_address] @PhilippeD Slides will up be there Pic’s will be here Summary over here And tweets down here
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