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

13. 5. Purchase Funnel
Media Planning & Buying in the 21st Century

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