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 Media	  Planning	  Advertising	  Strategy	  and                                    	  -­‐	  concepts…	                   ...
lls	  of	  media	   planners…	  two	  key	  ski                                                                           ...
media	  p lanning…	                                                                  plex	  	  media	  sel ection	  has	  ...
media 	  planning…	                                                                                              s	  a	   ...
d	  last	  week	  in	   the	  lecture…	  A	  lot	  of	  t his	  was	  covereAudience	  Research	  	  Media	  In formation	...
 concepts…	  frequency	            key                                                                                    ...
equency	  and	  effectiveness…	    fr                                                             ear-­‐in”	  and	  “   we...
uency	  and	  effectiveness…	  freq                                                                                  Wear-...
frequency	                                                                                                       that	  Ye...
frequency	                                                            	  	  Optim al,	  effective	  frequency	  is	  linke...
frequen cy	  in	  action…	  
reach…	                                                                                                           t.a.l.,	...
reach	                                              (adapted	  from	  De	  Pelsm                                          ...
Reach…	                                                                                      S	  A	  more	  commonly	  use...
GRP’s	                                                           Adapted	  from	  Yeshin,	  2006	                         ...
effective	  reach…	                                           No	  exposure	                                              ...
Other	  considerations…	                                                                          Yeshin,	  2006	  Marketi...
Other	  considerations…	                                                   Yeshin,	  2006	  Creative	  factors	  Complexit...
Other	  considerations…	                                       Yeshin,	  2006	  Media	  factors	  clutter	  ‘zipping	  and...
Contingency	  p lanning…	  The	  marketing	  and	   media	  environment	  is	  dynamic	                                   ...
s	  of	  media	   planning…	      methodTraditional	  media	  planning	  Channel	  planning	                      in    g	...
Traditional	  planning…	                                                                 …	  Concerned	  with	  the	  “old...
Channel 	  planning…	   Emerged	  in	  the	  1980’s	                                   se	  to	  the	  growth	  and	  …pri...
Integrated	  planning…	   Emerged	  in	  the	  1990’s	                                                                    ...
unications	  planning…	       CommFocus	  since	  the	  millennium	                                                       ...
Media	  neutral	  planning…	                                                                nning	  A	  relatively	  recen...
In tegration…	                                                                         use	  integration…	  The	  IPA	  co...
 next	  week’ s	  seminar	     For                                                                                folder	 ...
erences	  and 	  reading	  RefBurtenshaw,	  K.,	  Mahon,	  N.	  and	  Barfoot,	  C.	  (2006).	  The	  Fundamentals	  of	  ...
Ad Strategy Lecture 8
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Ad Strategy Lecture 8

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Transcript of "Ad Strategy Lecture 8"

  1. 1.  Media  Planning  Advertising  Strategy  and  -­‐  concepts…   8   M edia  planning
  2. 2. lls  of  media   planners…  two  key  ski ns,   nders tanding  of  regulatio Ha ve  knowledge  and  u n  ONE…   legislation  an d  media  consumptio   mu nications dg e  the  com  able  to  ju Should  be mpetition   e  co TW O…   efforts  of  th nd   Category  spe ix   Share  of  Voic e   M edia  M
  3. 3. media  p lanning…   plex    media  sel ection  has    become  increasingly  com  …this  activity  is  primarily  tactical… iott  there  is  a  according  to  Percy  and  Ell‘trade-­‐off’  between…  reach   scheduling   Percy  and  Elliott,  2009   frequency   he  bu dget   s  to   be  done  within  t…arguably  this  all  ha
  4. 4. media  planning…   s  a   his  in  a  slightly  different  way,  aY eshin,  2006,  considers  tbalance  between…    coverage   frequency   udget  to  maximise  the  two… there  is  never  enough  b g    need  to  maximise  advertisin…in  media  planning  we g  effectiveness   through  careful  balancin
  5. 5. d  last  week  in   the  lecture…  A  lot  of  t his  was  covereAudience  Research    Media  In formation  M edia  Consumption  
  6. 6.  concepts…  frequency   key 006   De  Pelsmaker,  et.al.,,  2 xpected  How  many  times  a  consu mer  within  the  target  audience  is  e iod  to  be  exposed  to  the   message  within  a  certain  time  per cy?   So…  how  do  we  determine  frequen ber    as  to  t he  ‘correct’  num  “there  is  no  consensus hieve    Y eshin,   2006,  states  that paign  should  seek  to  ac t  an  advertising  camof  exposures  tha  as…   r   strives  towards  is  known…what  the  media  planne Effectiv e  frequency  
  7. 7. equency  and  effectiveness…   fr ear-­‐in”  and  “ wear-­‐out”     There  needs  to  be  a  balance  between  “w irritation…  Wear-­‐out  resul ts  in  negative  responses…  such  as   e  this  …so  minor  tweaks  to   content  can  be  beneWicial  to  overcom …  High  exposure  is  beneWicial  as  it  can ase  brand  recall  Make  the  m essage  more  memorable  and  increMakes  attitudes  more  accessible  and  increases  conWidence  in  that  attitude    Increases  believability  of  claims  Leads  to  greater  front  of  mind  awareness   006   De  Pelsmaker,  et.al.,,  2Can  be  a  signal  for  brand  quality  
  8. 8. uency  and  effectiveness…  freq Wear-­‐in   s…  ad  effectivenes Wear-­‐out   petition   al.,  2006   Frequency  of  re del,  De  Pelsmaker,  et. Two  Factor  Mo
  9. 9. frequency   that  Yeshin  cites  research  from  Krugman  (1972)  who  put  forward   ieved    a  consumer  only  requires   3  exposures  for  the  effect  to  be  ach t  sales  He  also  cites  Philip  Jones  (1995)  who  argues  thaare  achieved  from  one  exposure  It  is  important  to  note  that  frequency  of  exposure  should  vary  by  age…  increasing  frequency  as  the  audience  gets  older  (Dubow,  1995)  
  10. 10. frequency      Optim al,  effective  frequency  is  linked  to… e   The  advertising  objectiv nt  The  type  of  m essage  used  –  format,  appeal,  conte The  product  category   The  level  of  competition     The  target  audience   The  media  being  used  
  11. 11. frequen cy  in  action…  
  12. 12. reach…   t.a.l.,  2006)   (adapt ed  from  De  Pelsmaker  e  another  key  concept  to  consider…  can   ntage  of  people  who  weTotal   reach  is  the  number  or  perce g  the  scheduled  time  frame  expect  to  be  exposed  to  the  message  durin seful  rea ch   However,   it  is  more  beneWicial  to  consider  u nce   onsum ers  from  the  target  audieIt  equates  to  how  many  c sage  are  likely  to  see  the  mes So,  TV  may  have  higher  total  rea ch  but  specialist  press  would  have   seful  reach    
  13. 13. reach   (adapted  from  De  Pelsm aker  et.a.l.,  2006)  We  may  also  consider  gross  reach…  used  when  the  campaign  utilises  a  media  mix   A   B   Radio   C   TV   h   A+B+C  =  Reach   (A+B)  +  (B+C)  =  Gross  Reac
  14. 14. Reach…   S  A  more  commonly  used  m easure  is  opportunities  to  see…  OT y  of  This  is  the  average  probabilit  has   e  target  audienceexposure  that  th ple!    reac h  by  reach…  simYou  divide  gross ’s   s  Rat ing  Points…  GRPThis  links  to  Gros
  15. 15. GRP’s   Adapted  from  Yeshin,  2006   P   Reach  x  Frequency  =  GR   osed  to  the  message…  of  total  audience  expReach  is   expressed  as  a  % ure    multiplied  by  the  number  of  times  shown…  frequency  of  expos well    ‘targ et’  audiences  so  But  it  doesn’t  t ake  into  account 5%    of  18  exposures  to  2 RP…  could  be  a  resultAlso  a  score  of  450  G s  to  50%  of  the  audien ce  of  the  audien ce  or  9  exposure
  16. 16. effective  reach…   No  exposure   osure   20   Ineffective  exp  %  Reach…       15   posure     Threshold  of  ex       10   ectiveness     Rein forcement  of  eff     5     sure     Excessive  expo   ure   0   Negative  expos 1    2    3    4    5    6    7    8    9    10  11  12  13  14  15  16  17  18   d  Belch,  1993   Frequency   ve  reach,  Belch  anGraph  of  effecti
  17. 17. Other  considerations…   Yeshin,  2006  Marketing  factors   nd  loyalty  Brand  history,  brand  share  and  braPurchase  cycle  Usage  cycle  Competitive  share  of  voice   ption  Target  audience  education,  learning  and  absor
  18. 18. Other  considerations…   Yeshin,  2006  Creative  factors  Complexity  of  message  Message  uniqueness  New  campaign  or  continuous  Image  versus  selling  Variety  and  volume  of  messages  Wearout  of  message  
  19. 19. Other  considerations…   Yeshin,  2006  Media  factors  clutter  ‘zipping  and  zapping’  attention  scheduling  Number  of  media  used  Repetition  of  exposure  
  20. 20. Contingency  p lanning…  The  marketing  and   media  environment  is  dynamic   the  Variables  that  hav e  been  used  in  the  development  of  plan  may  alter…   s  Change  in  economic  conditionChange  in  sales  Change  in  competition  Ideally  the  plan  shoul d  be  Wlexible…  so  that  we  can  act  in  response  to  changes    
  21. 21. s  of  media   planning…   methodTraditional  media  planning  Channel  planning   in g  Integrated  plann  Communications  planning   Media  neut ral  planning
  22. 22. Traditional  planning…   …  Concerned  with  the  “older”  forms  of  media oor   azines,  outdTV,  radio,  cinema,  newspaper,  mag ethods  Each  chann el  has  its  own  audience  research  m ying   n  method  of  scheduling  and  buEach  channel  has  its  ow   d  b y  channel  in  relationSo  media  planning  is  conducte et  a llocated  accordingly  to  these  factors  and  budg
  23. 23. Channel  planning…   Emerged  in  the  1980’s   se  to  the  growth  and  …prim arily  as  a  respon e  fragmentatio n  of  media  choic   h  to   ensure  there  are Adopts  a  holistic  approac d     oin ts’  with  the  bran multiple  ‘touchp …   er  r ather  than  media Focused  on  consum et   beha viour  of  the  targ ed  to  understand  the  … but  you  really  neaudience  
  24. 24. Integrated  planning…   Emerged  in  the  1990’s   s  linked  to  Focuses  on  the  right  content,  for  the  right  channel ion  a  consistent   branded  approach  with  no  duplicat udget   Being  more   effective  with  a  limited  b   ategic   focus  here  as  opposed  to There   is  more  of  a  long-­‐term  str a  short-­‐term  campaign  
  25. 25. unications  planning…   CommFocus  since  the  millennium   n  More  focused  on  the  conversation  betweebrands  and  consumers    media   nd  via  t he  most  effective ngagem ent  with  the  braIt’s  a bout  consumer  e
  26. 26. Media  neutral  planning…   nning  A  relatively  recen t  evolution  in  media  pla g  Med ia-­‐free  focus…  a  more  open  planninapproach     t  and   the  media  Wit  around  it…The  ‘big  idea’  comes  Wirstraditio nal  and  non-­‐traditional   y…   e  on  dig ital  media  but  actuallAt  Wirst  the  focus  was  mor…it  needs  to  be  integrated  
  27. 27. In tegration…   use  integration…  The  IPA  commissioned  research  into  how  campaigns   ol led  merging    No  integration…  either  one  channel  focus  or  an  uncontr tform  Advertising-­‐led…  int egration  via  a  common  creative  pla  and/or  message  Brand  idea-­‐led…  uniWied  by  a  shared  brand  conceptParticipation-­‐led…  focuses  on  dialogue,  experience  and  conversation     Cox,  2011  
  28. 28.  next  week’ s  seminar   For folder  Go  to  the  module’ s  X-­‐Stream  site  and  the  SEMINAR      uploaded  there…Read  the  articles sheet  Answer  the  questions  on  the  related  work ial   orksheet  to  the  tutorBring  your  completed  w
  29. 29. erences  and  reading  RefBurtenshaw,  K.,  Mahon,  N.  and  Barfoot,  C.  (2006).  The  Fundamentals  of  Creative  Advertising.  Switzerland:  AVA  Publishing.  Kate  Cox  and  Denise  Turner,  (September  2011)  New  models  of  integration:  Plugging  the  advertising  effectiveness  gap.  Warc  Exclusive,  Advertising  Research.  De  Pelsmaker,  P.,  Geuens,  M.  and  Van  den  Bergh,  J.  (2006)  Marketing  Communications:  A  European  Perspective.  Harlow:  FT  Prentice  Hall  Fletcher,  W.  (2010)  Advertising:  a  very  short  introduction.  Oxford:  Oxford  University  Press.  Percy,  L.  and  Elliott,  R.  (2009)  Strategic  Advertising  Management.  Oxford,  Oxford  University  Press.  Shimp,  T.  (2007)  Integrated  Marketing  Communications  in  Advertising  and  Promotion.  USA:  Cengage.  Yeshin,  T.  (2006).  Advertising.  London,  Thomson  
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