Adman lecture 10


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Adman lecture 10

  1. 1. Advertising Management Lecture 10: Media Planning Strategy
  2. 2. Outline <ul><li>Developing the Media Plan </li></ul><ul><ul><li>Market Analysis </li></ul></ul><ul><ul><li>Establishing media objectives </li></ul></ul><ul><ul><li>Media Strategy Development and Implementation </li></ul></ul><ul><ul><li>Evaluation and follow-up </li></ul></ul>
  3. 3. Some Basic Concepts <ul><li>Media Planning </li></ul><ul><ul><li>the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. </li></ul></ul><ul><ul><li>requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives. </li></ul></ul><ul><li>Medium </li></ul><ul><ul><li>the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising, and other support media. </li></ul></ul>
  4. 4. Some Basic Concepts <ul><li>Media Vehicle </li></ul><ul><ul><li>The specific carrier within a medium category. </li></ul></ul><ul><li>Reach </li></ul><ul><ul><li>a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. </li></ul></ul><ul><li>Coverage </li></ul><ul><ul><li>refers to the potential audience that might receive the message through a vehicle. </li></ul></ul><ul><li>Frequency </li></ul><ul><ul><li>the number of times the receiver is exposed to the media vehicle in a specified period. </li></ul></ul>
  5. 5. Problems in Media Planning <ul><li>Insufficient information </li></ul><ul><li>Inconsistent terminologies </li></ul><ul><li>Times pressures </li></ul><ul><li>Difficulty measuring effectiveness </li></ul>
  6. 6. Developing the Media Plan
  7. 7. Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>To whom shall we advertise? </li></ul></ul><ul><ul><ul><li>Market research data </li></ul></ul></ul><ul><ul><ul><li>Index number: </li></ul></ul></ul><ul><ul><ul><li>An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100. </li></ul></ul></ul>
  8. 8. Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>What internal and external factors are operating? </li></ul></ul><ul><ul><ul><li>Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. </li></ul></ul></ul><ul><ul><ul><li>External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like. </li></ul></ul></ul>
  9. 9. Organizing the media buying department
  10. 10. Developing the Media Plan <ul><li>Market Analysis and Target Market Identification </li></ul><ul><ul><li>Where to promote? </li></ul></ul><ul><ul><ul><li>Using indexes to determine where to promote </li></ul></ul></ul><ul><ul><ul><ul><li>Survey of Buying Power Index from market research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brand Development Index </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Category Development Index (CDI) </li></ul></ul></ul></ul>
  11. 11. Calculating BDI
  12. 12. Using CDI and BDI to determine market potential
  13. 13. Using BDI and CDI Indexes
  14. 14. Developing the Media Plan <ul><li>Establishing Media Objectives </li></ul><ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>The Media Mix </li></ul></ul><ul><ul><li>Target Market coverage </li></ul></ul>
  15. 15. Developing the Media Plan <ul><li>Establishing Media Objectives </li></ul><ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Geographic Coverage </li></ul></ul><ul><ul><li>Scheduling </li></ul></ul><ul><ul><ul><li>Continuity: refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a regular (continuous) pattern is developed without gaps or nonadvertising periods. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality. </li></ul></ul></ul>
  16. 16. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Scheduling </li></ul></ul><ul><ul><ul><li>Flighting: employs a less regular schedule, with intermittent periods of advertising and non-advertising. </li></ul></ul></ul><ul><ul><ul><li>Pulsing: actually a combination of the first two methods. Continuity is maintained, but at certain times promotional efforts are stepped up. </li></ul></ul></ul>
  17. 17. Promotional Scheduling
  18. 18. Figure 13-8: An Example of a Media Schedule
  19. 19. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency </li></ul></ul><ul><ul><ul><li>Establishing reach and frequency objectives </li></ul></ul></ul>
  20. 20. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency </li></ul></ul><ul><ul><ul><li>Using Gross Rating Points (GRPs): A summary measure that combines the program rating and the average number of times the home is reached during this period (frequency of exposure) </li></ul></ul></ul><ul><ul><ul><ul><li>GRP = Reach x Frequency </li></ul></ul></ul></ul><ul><ul><ul><li>Target Rating Points (TRPs): refer to the number of people in the primary target audience the media buy will reach—and the number of times. Unlike GRP, TRP does not include waste coverage </li></ul></ul></ul>
  21. 21. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Reach vs. Frequency </li></ul></ul><ul><ul><ul><li>Determining Effective Reach: represents the percentage of a vehicle’s audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey the desired message. </li></ul></ul></ul><ul><ul><ul><ul><li>Average frequency: the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period. </li></ul></ul></ul></ul>
  22. 22. Factors important in determining frequency levels
  23. 23. Factors important in determining frequency levels
  24. 24. Factors important in determining frequency levels
  25. 25. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Creative Aspects and Mood </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul><ul><ul><ul><li>Market opportunities </li></ul></ul></ul><ul><ul><ul><li>Market threats </li></ul></ul></ul><ul><ul><ul><li>Availability of media </li></ul></ul></ul><ul><ul><ul><li>Changes in media or media vehicles </li></ul></ul></ul><ul><ul><li>Budget considerations </li></ul></ul><ul><ul><ul><li>Absolute costs of the medium or vehicle is the actual total cost required to place the message. </li></ul></ul></ul><ul><ul><ul><li>Relative costs refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles. </li></ul></ul></ul>
  26. 26. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Budget considerations </li></ul></ul><ul><ul><ul><li>Determining the relative costs of media </li></ul></ul></ul><ul><ul><ul><ul><li>Cost per thousand (CPM) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cost per ratings point (CPRP) </li></ul></ul></ul></ul>
  27. 27. Developing the Media Plan <ul><li>Developing and Implementing Media Strategies </li></ul><ul><ul><li>Budget considerations </li></ul></ul><ul><ul><ul><li>Determining the relative costs of media </li></ul></ul></ul><ul><ul><ul><ul><li>Daily Inch Rate: For newspapers, cost effectiveness is based on the daily inch rate, which is the cost per column inch of the paper. </li></ul></ul></ul></ul>
  28. 28. Comparing various media
  29. 29. Sample Computation (CPM)
  30. 30. Sample Computation (CPRP)
  31. 31. Sample Computation (Daily Inch Rate)
  32. 32. Developing the Media Plan <ul><li>Evaluation and follow-up </li></ul>
  33. 33. Media Characteristics
  34. 34. Media Characteristics
  35. 35. Print Media <ul><li>Newspapers </li></ul><ul><ul><li>Formats and Features: </li></ul></ul><ul><ul><ul><li>Broadsheets </li></ul></ul></ul><ul><ul><ul><li>Tabloids </li></ul></ul></ul><ul><ul><ul><li>Content divided by topic </li></ul></ul></ul><ul><ul><ul><li>Ad space is sold per column inch (a space that is one column wide and one inch tall) (Ex. If column is 4 columns wide and 10 inches tall-40 column inches). </li></ul></ul></ul><ul><ul><ul><li>Coverage & audience measurement: circulation and readers per copy (RPC) </li></ul></ul></ul>
  36. 36. Print Media… Cont’d <ul><li>Newspapers </li></ul><ul><ul><li>Classified ads: small-space, words-only ads presented in a clearly labeled section with no surrounding editorial content. (Classified display ads: includes graphics and larger sizes of type) </li></ul></ul><ul><ul><li>Display ads: ads that generally contain more graphics and white space that copy and appear next to editorial content. </li></ul></ul><ul><ul><li>Supplement inserts: inserts that are preprinted by an advertiser and enclosed with the newspaper </li></ul></ul><ul><ul><li>Free-standing inserts: supplements that contain ads, most with coupons, for a variety of national brands. </li></ul></ul>
  37. 37. Print Media… Cont’d <ul><li>Magazines </li></ul><ul><ul><li>Classification: </li></ul></ul><ul><ul><ul><li>Frequency of distribution (weekly, monthly, quarterly) </li></ul></ul></ul><ul><ul><ul><li>Type of audience (consumer, business, trade and professional) </li></ul></ul></ul><ul><ul><ul><li>Type of distribution: </li></ul></ul></ul><ul><ul><ul><ul><li>Paid-circulation publications-magazines that sell subscriptions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Controlled-circulation publications-trade, industrial, and organizational magazines that are distributed free to those working in a given subject area or affiliated with a given organization </li></ul></ul></ul></ul><ul><ul><ul><li>Higher pass-along rate or RPC </li></ul></ul></ul>
  38. 38. Print Media… Cont’d <ul><li>Magazines </li></ul><ul><ul><li>Gatefolds: two or more oversize pages that fold-out from the magazine </li></ul></ul><ul><ul><li>Tip-ins: Pre-printed ads that are bound or glued into the magazine but are printed on heavier paper than the rest of the magazine. </li></ul></ul><ul><ul><li>Business Reply Cards (BRCs): postcard-sized ads that are (a) slipped between the pages (so they easily fall out when the magazine is read), (b) tipped into the binding so they are easily seen but held in place, or (c) stuck onto an ad. </li></ul></ul><ul><ul><li>Pop-up ads: three-dimensional ads that stand up when the magazine is opened to the page on which they appear. </li></ul></ul><ul><ul><li>Scent strips: patches that readers can scratch or pull off to elicit a smell (used for perfumes, air fresheners, and foods). </li></ul></ul>
  39. 39. Print Media… Cont’d <ul><li>Magazines </li></ul><ul><ul><li>Ad space sold in portions of a page-quarter-, half-, and full-age ads, as well as double-page spreads (which are ads printed across two facing pages). </li></ul></ul><ul><ul><li>Bleed ads: ads with graphics that go to the edge of the page. </li></ul></ul>
  40. 40. Broadcast Media… Cont’d <ul><li>Radio </li></ul><ul><ul><li>Image transfer: a process by which members of a target audience exposed to the sights and sounds of a brand’s TV message when they are exposed to a similar soundtrack on radio. </li></ul></ul><ul><ul><li>Daypart: block of time identified by a station for the purpose of setting ad rates (6-10AM, 10AM-3PM, 3-7PM, 7PM-Midnight, Midnight-6AM) </li></ul></ul>
  41. 41. Broadcast Media… Cont’d <ul><li>TV </li></ul><ul><ul><li>Infomercials: 30-minute commercial “program” that demonstrates a product, presents testimonials from satisfued users, and offers viewers one or more ways to buy the product direct (toll-free number, website address, mailing address). </li></ul></ul><ul><ul><li>Interactive TV: the convergence of computers, television, and the internet </li></ul></ul>
  42. 42. TV Network and Syndication Distribution Advertiser a. Network Commercials Network Producer Local station Advertiser b. Syndication Commercials Producer Local station Programming Programming Programming
  43. 43. Out-of-Home Media <ul><li>Out-of-home </li></ul><ul><ul><li>Billboards or outdoor boards </li></ul></ul><ul><ul><li>Theater and video ads </li></ul></ul><ul><ul><li>Product placement in movies </li></ul></ul><ul><ul><li>Aerial advertising </li></ul></ul><ul><ul><li>Electronic kiosks </li></ul></ul><ul><ul><li>Ads in elevators or bathroom stalls </li></ul></ul><ul><ul><li>Banner displays on ATM </li></ul></ul><ul><ul><li>Chalk and stencil sidewalk messages </li></ul></ul><ul><ul><li>Placards on shopping carts </li></ul></ul>
  44. 44. Out-of-Home Media… Cont’d <ul><li>Out-of-home </li></ul><ul><ul><li>Bulletins: 14x48 ft; either painted or printed panels; usually create for a local marketer in the outdoor company’s shop and then assembled on the billboard structure. </li></ul></ul><ul><ul><li>30-sheet posters: 12x25 ft; printed on large sheets in multiple copies and then distributed to a local outdoor companies, which mount the sheets on the outdoor board. </li></ul></ul><ul><ul><li>8-shweet panels (also called junior panels): 5x11 ft; good with pedestrian traffic; often used by food-product manufacturers as a reminder near a grocery store. </li></ul></ul><ul><ul><li>Spectaculars: nonstandard; used in busy metro areas such as New York, Hong Kong, etc.; electronic signs with movement, color, and flashing lights designed to grab attention in high-traffic areas. </li></ul></ul>
  45. 45. Out-of-Home Media… Cont’d <ul><li>Cinema and Video </li></ul><ul><ul><li>Promotional video networks: companies that use videos or satellite transmission to a distribute programs and commercial messages. </li></ul></ul><ul><li>Nontraditional Media </li></ul><ul><ul><li>Guerilla marketing: a marketing approach that reaches people in unconventional ways-in the streets or in other unexpected places. </li></ul></ul>
  46. 46. Out-of-Home Media… Cont’d <ul><li>Product Placement </li></ul><ul><ul><li>Paid verbal or visual brand exposure in entertainment programming </li></ul></ul>
  47. 47. Transit Advertising <ul><li>Truck Ads </li></ul><ul><li>Bus Wraps </li></ul>
  48. 48. Internet Advertising <ul><li>Banner Ads </li></ul><ul><li>Content Sponsorships </li></ul><ul><li>Email Ads </li></ul><ul><li>Websites </li></ul>
  49. 49. The End