Mp Week 3

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Mp Week 3

  1. 1. Media, Advertising and Consumers LECTURE 4 - Media Planning Sunday, 27 December 2009
  2. 2. How Audiences Choose Media Sunday, 27 December 2009
  3. 3. Audience Reactions to Media ( ) Sunday, 27 December 2009
  4. 4. Audience Reactions to Media Audience pays attention only to their interested information at the medium. Sometimes they may waste time in some less interested content for some purposes ( ). For example, they may watch less interested TV program while waiting for their favorite ones to come, or they leaf through a magazine while waiting for someone at a hair salon. The degree of attention to an advertisement is worth studying. Sunday, 27 December 2009
  5. 5. Strong Feelings ( ) the media images such as authoritative ( ) and provocative ( ), as found in a central government radio channel, or warm/cold, as created by various programs in a TV channel. Other media images include strong/weak ( ), confusing ( ) and negative ( ), etc. Sunday, 27 December 2009
  6. 6. TVB Promotion TVC Sunday, 27 December 2009
  7. 7. Loyalty ( ) habit developed because of interest in particular media, e.g. some prefer reading newspaper than internet news. Sunday, 27 December 2009
  8. 8. Usage Behavior ( ) some audience use media immediately, other use them during free time or even do not use them when free media approaches, e.g. free subscription copy of magazine. Sunday, 27 December 2009
  9. 9. Varied Relationships ( ) casual relationship if the content is uninterested, e.g. a sport team always loses games, or intense ( ) relationship if the content is attractive, e.g. the winning sport team or a popular artiste ( ) is featured. Sunday, 27 December 2009
  10. 10. Varied Relationships intense relationship if the content is attractive Sunday, 27 December 2009
  11. 11. Audience Reactions to Media ( ) It should be noted that mass media ( ) may not create closer relationship than specialized media ( ), e.g. teenagers seem uninterested in reading newspaper. In fact, small market segments, to which specialized media target, can account for large proportion of sales. Sunday, 27 December 2009
  12. 12. small market segments specialized media target Sunday, 27 December 2009
  13. 13. How Audiences Process Information in Media Sunday, 27 December 2009
  14. 14. How Audiences Process Information in Media Even an audience interested in the content of a media, it does not mean they are interested in the advertisement being carried. They may pay less attention to advertisements because: Sunday, 27 December 2009
  15. 15. ... ..................................................................... Sunday, 27 December 2009
  16. 16. ... ..................................................................... Sunday, 27 December 2009
  17. 17. How Audiences Process Information in Media they do not want the product or brand ( ) Sunday, 27 December 2009
  18. 18. they do not want the product or brand ( ) Sunday, 27 December 2009
  19. 19. they do not want the product or brand ( ) Sunday, 27 December 2009
  20. 20. they do not want the product or brand ( ) Sunday, 27 December 2009
  21. 21. How Audiences Process Information in Media they have great deal of the brand or product knowledge ( ) Sunday, 27 December 2009
  22. 22. How Audiences Process Information in Media ( ) Sunday, 27 December 2009
  23. 23. How Audiences Process Information in Media ( ) Sunday, 27 December 2009
  24. 24. How Audiences Process Information in Media low quality, creativity or memorability of the ad message. ( ) Sunday, 27 December 2009
  25. 25. low quality, creativity or memorability of the ad message. ( ) Sunday, 27 December 2009
  26. 26. low quality, creativity or memorability of the ad message. ( ) Sunday, 27 December 2009
  27. 27. How Audiences Process Information in Media they are overloaded with information ( ) Sunday, 27 December 2009
  28. 28. How Audiences Process Information in Media Despite the above reasons, buying behavior of the audience may be influenced when changes have been made to the content or advertising message, e.g. a new editorial column or new creative advertisement is launched. Sunday, 27 December 2009
  29. 29. new creative advertisement is launched Sunday, 27 December 2009
  30. 30. new creative advertisement is launched Sunday, 27 December 2009
  31. 31. People have short-term memory on the information from media; no matter it is the content or advertisement. The traditional way of extending the memory period is buying media vehicles repeatedly, i.e. increase the advertising frequency. (Cultivation Effect - ) Sunday, 27 December 2009
  32. 32. Some media planners believe this is the ONLY way that the memory and hence the ad effectiveness be extended by buying the ad in the right time, in the right amount and to the right markets. Sunday, 27 December 2009
  33. 33. strategic media planning ( ) Sunday, 27 December 2009
  34. 34. strategic media planning ( ) careful media selection and timing ( ) Sunday, 27 December 2009
  35. 35. strategic media planning ( ) careful media selection and timing ( ) creative message and media ( ) Sunday, 27 December 2009
  36. 36. strategic media planning ( ) careful media selection and timing ( ) creative message and media ( ) ad placement in markets where sales opportunities are best. ( ) Sunday, 27 December 2009
  37. 37. strategic media planning ( ) careful media selection and timing ( ) creative message and media ( ) ad placement in markets where sales opportunities are best. ( ) repeated advertising. ( ) Sunday, 27 December 2009
  38. 38. Media Planning and Marketing Mix Sunday, 27 December 2009
  39. 39. Media play a significant role in the selling process when advertising is required, i.e. when the Promotion element of the marketing mix is concerned. Sunday, 27 December 2009
  40. 40. Media play a significant role in the selling process when advertising is required, i.e. when the Promotion element of the marketing mix is concerned. Media do not work alone because they are part of a team of selling variables, and their role is to control the efficient delivery of advertisement, i.e. targeting the right prospects ( ). Sunday, 27 December 2009
  41. 41. Media play a significant role in the selling process when advertising is required, i.e. when the Promotion element of the marketing mix is concerned. Media do not work alone because they are part of a team of selling variables, and their role is to control the efficient delivery of advertisement, i.e. targeting the right prospects ( ). On the other hand, some quality for a particular medium can help target the right segments, e.g. a home-living magazine can help a furniture advertisement find the right targets. Sunday, 27 December 2009
  42. 42. furniture advertisement IKEA Sunday, 27 December 2009
  43. 43. Exposure: A Basic Advertising Measure ( ) Sunday, 27 December 2009
  44. 44. Definition Exposure ( ) means “open eyes (or listening ears) facing the medium.” It measures how many people look into or read a vehicle. Sunday, 27 December 2009
  45. 45. Sunday, 27 December 2009
  46. 46. Sunday, 27 December 2009
  47. 47. Sunday, 27 December 2009
  48. 48. Some Highlights It may differ for each medium. For example, exposure is counted if one says he/she read the publication, but it is counted only if one receives a people meter and presses the correct TV channel button during the survey period. For internet, it is counted when an ad banner, pop-up ad or page of content from a website is served. Sunday, 27 December 2009
  49. 49. Some Highlights Exposure does not reveal how many people have actually read the advertisement. It underestimates ( ) the true audience size. However, it is most readily ( ) available data that can measure the advertising extent ( ) because it is necessary to be exposed to a vehicle before anyone can see an advertisement Sunday, 27 December 2009
  50. 50. Other Advertising Measures Sunday, 27 December 2009
  51. 51. Vehicle Exposure ( ) Exposure to TV or Print Media (Not ads) ( ) Sunday, 27 December 2009
  52. 52. Vehicle Exposure ( ) Exposure to TV or Print Media (Not ads) ( ) Open eyes facing a vehicle (or opportunities to see ads) ( ) Sunday, 27 December 2009
  53. 53. Circulation (Print Media) ( ) No. of Copies Distributed ( ) People or families receiving newspaper vehicles (no exposure counted) ( / ) Sunday, 27 December 2009
  54. 54. Circulation (Print Media) ( ) No. of Copies Distributed ( ) People or families receiving newspaper vehicles (no exposure counted) ( / ) / Sunday, 27 December 2009
  55. 55. Sunday, 27 December 2009
  56. 56. Advertising Exposure ( ) No. of Ads exposed per issue or per TV program ( ) Sunday, 27 December 2009
  57. 57. Advertising Exposure ( ) No. of Ads exposed per issue or per TV program ( ) A gross (or crude) counting of total no. of ads exposed in a vehicle ( ) ... Sunday, 27 December 2009
  58. 58. Advertising Exposure ( ) No. of Ads exposed per issue or per TV program ( ) A gross (or crude) counting of total no. of ads exposed in a vehicle ( ) ... ( ) Sunday, 27 December 2009
  59. 59. (1) (2) (3) Sunday, 27 December 2009
  60. 60. Supplementary Information Sunday, 27 December 2009
  61. 61. Advertising Perception ( ) No. of ads that consumers remember having seen in a vehicle ( ) The smallest amount of communication remembered of ads in a vehicle ( ) ~ Sunday, 27 December 2009
  62. 62. Advertising Perception ( ) Game (Work Hard, Play Hard) Sunday, 27 December 2009
  63. 63. Sunday, 27 December 2009
  64. 64. Sunday, 27 December 2009
  65. 65. Sunday, 27 December 2009
  66. 66. Sunday, 27 December 2009
  67. 67. Sunday, 27 December 2009
  68. 68. Sunday, 27 December 2009
  69. 69. Sunday, 27 December 2009
  70. 70. Sunday, 27 December 2009
  71. 71. Sunday, 27 December 2009
  72. 72. Advertising Perception ( ) Sunday, 27 December 2009
  73. 73. Advertising Perception ( ) 9 Sunday, 27 December 2009
  74. 74. Advertising Perception ( ) HP 衞 APPLE INC. iMac OLAY NIKE Sunday, 27 December 2009
  75. 75. Advertising Communication ( ) The total amount of recalled material from ads in a vehicle ( ) Sunday, 27 December 2009
  76. 76. Advertising Communication ( ) The total amount of recalled material from ads in a vehicle ( ) Feedback from ad messages in vehicles ( ) Feedback ~ Sunday, 27 December 2009
  77. 77. Advertising Communication SMS Feedback Sunday, 27 December 2009
  78. 78. Advertising Communication SMS Feedback Sunday, 27 December 2009
  79. 79. Response Function (Media Effectiveness) No. of responses to specific advertising in a vehicle ( ) Sunday, 27 December 2009
  80. 80. Response Function (Media Effectiveness) No. of responses to specific advertising in a vehicle ( ) The effects of advertising on consumers (responses such as (1) sales, (2) brand awareness, (3) attitude change, and (4) recall of messages) ( ...) (1) (2) (3) (4) Sunday, 27 December 2009
  81. 81. Response Function (Media Effectiveness) Sunday, 27 December 2009
  82. 82. Response Function (Media Effectiveness) Sunday, 27 December 2009
  83. 83. CPM (Cost Efficiency) Cost to reach 1,000 audience Sunday, 27 December 2009
  84. 84. CPM (Cost Efficiency) Cost to reach 1,000 audience Budget required to targets to the potential customers. ( 1000 ) CPM Sunday, 27 December 2009
  85. 85. Response Function Sunday, 27 December 2009
  86. 86. Definition Response function shows what percent of the people who are exposed to an ad varying numbers of times are expected to respond to that ad. ( ) Response Function Sunday, 27 December 2009
  87. 87. Definition Response function shows what percent of the people who are exposed to an ad varying numbers of times are expected to respond to that ad. Response Function Sunday, 27 December 2009
  88. 88. Response function Sunday, 27 December 2009
  89. 89. Exposure Responding Response function Sunday, 27 December 2009
  90. 90. Response function seems to be a more meaningful ( ) and accurate ( ) measure, but deciding what percent of those people will respond is a subtle ( ) judgment that depends on: Sunday, 27 December 2009
  91. 91. Response function seems to be a more meaningful ( ) and accurate ( ) measure, but deciding what percent of those people will respond is a subtle ( ) judgment that depends on: the product being sold ( ) Sunday, 27 December 2009
  92. 92. Response function seems to be a more meaningful ( ) and accurate ( ) measure, but deciding what percent of those people will respond is a subtle ( ) judgment that depends on: the product being sold ( ) the ad’s creative quality ( ) Sunday, 27 December 2009
  93. 93. Sunday, 27 December 2009
  94. 94. Sunday, 27 December 2009
  95. 95. Response function seems to be a more meaningful ( ) and accurate ( ) measure, but deciding what percent of those people will respond is a subtle ( ) judgment that depends on: the product being sold ( ) the ad’s creative quality ( ) the medium in which the ad appears ( ) Sunday, 27 December 2009
  96. 96. Response function seems to be a more meaningful ( ) and accurate ( ) measure, but deciding what percent of those people will respond is a subtle ( ) judgment that depends on: the product being sold ( ) the ad’s creative quality ( ) the medium in which the ad appears ( ) a variety of other factors ( ) Sunday, 27 December 2009
  97. 97. Measuring Advertising Cost-Efficiency Sunday, 27 December 2009
  98. 98. Measuring Advertising Cost-Efficiency The cost-efficiency of an advertisement is usually expressed in Cost Per Millie (=thousand), or CPM. It is the cost to deliver to 1,000 people or homes, i.e. dividing cost by the audience delivery and multiplying by the quotient of 1,000. ( CPM CPM=$37; CPM=$34 -> ) The audience base can be circulation, homes reached, readers, or number of audience members of any kind of demographic or product usage classification. Sunday, 27 December 2009
  99. 99. Sunday, 27 December 2009
  100. 100. True Data... Circulation Sunday, 27 December 2009
  101. 101. CPM of Apple Daily (FP4C) = 180,000 / 298,777 x 1,000= $1,659.87 Sunday, 27 December 2009
  102. 102. True Data ... Sunday, 27 December 2009
  103. 103. Coverage True Data ( No. of Audience) ~ Sunday, 27 December 2009
  104. 104. CPM Cost of 30-second commercial: $1,100 No. of households delivered at 2:00pm: 77,000 $1,100 x 1,000/77,000 = $14.29 Sunday, 27 December 2009
  105. 105. Sunday, 27 December 2009
  106. 106. Sunday, 27 December 2009
  107. 107. Sunday, 27 December 2009
  108. 108. Sunday, 27 December 2009
  109. 109. Sunday, 27 December 2009
  110. 110. Sunday, 27 December 2009
  111. 111. Sunday, 27 December 2009
  112. 112. ... Sunday, 27 December 2009
  113. 113. CPRP (Cost per rating point) Cost of 30-second commercial: $1,100 Rating at 2:00pm : 8 $1,100 /8= $137.50 Sunday, 27 December 2009
  114. 114. Sunday, 27 December 2009
  115. 115. Since each medium is measured differently, CPM is most typically applied to vehicles within a single medium. If difference is sought between use of CPM and CPRP for TV/radio, CPM is used to compare the efficiency of individual vehicles (CPM ), while CPRP is to calculate the cost of an entire TV/radio broadcast plan (CPRP ). Sunday, 27 December 2009

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