...media strategy

1. Advertising Strategy and Media Planning
Media Strategy
7

2. Step 5 of the planning process… what the advertiser does
Strategic decision…” How best to expose the advertising to the target
audience that has been selected” (Percy & Elliott, 2016)
Strategic decisions about media

3. Strategic decisions about…
What type or kind of media…
media channel
Cinema
Newspapers
Magazines
Out of Home
Media channels are…
Television
Digital
Radio
Ambient Percy and Elliott (2016)

4. Media provides exposure
Advertising has two components…
The channel(vehicle)… the media that carries the
advertising
The content… the creative content of the advertisement
Percy and Elliott (2016)

5. Fulfils campaign objectives…
When analysing a campaign, the channel/vehicle chosen to provide
exposure indicates the target audience that had been strategically
identified…
The media chosen will be directly related to the objectives of
the campaign…
…who the ad was exposed to
…it must be consistent with the objectives and ensure the
campaign fulfils them
Percy and Elliott (2016)

6. 600+ radio stations
1,000+ newspapers
Around 300 media owners
90% UK households
connected to the internet
The UK Media Environment…
442 magazines
Approx. 480 TV channels
55% of 16+ binge watch
72% of 16+ use facebook, 42%
YouTube, 35% twitter…
www.mediatel.com, Statista, Ofcom, Route*, Accenture, 2019
276,000 Out of Home sites*
87% of 16+ dual-screen

7. Visual Content Time to Process Message Frequency
TV Yes Short High
Radio No Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
Media ratings on essential media
selection characteristics…
Percy and Elliott (2016)

8. Brand
Awareness
Recognition
Brand
Awareness
Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
Media selection options to satisfy brand awareness
and brand attitude communications objectives…
Percy and Elliott (2016)

9. Thinking Feeling
LevelofInvolvement
HighLow
Informative (Thinker)
Car – House - Furniture
Affective (Feeler)
Jewelry – Cosmetics - Fashion
Model:
Possible
Implications
Test:
Media:
Creative:
Learn – Feel – Do
Recall, Diagnostics
Long Copy, Reflective
Specific Information,
Demonstration
Model:
Possible
Implications
Test:
Media:
Creative:
Feel – Learn – Do
Attitude Change, Emotional
Arousal
Large Space, Image Specials
Executional, Impact
Habit Formation (Doer)
Food – Household Items
Self Satisfaction (Reacter)
Cigarettes – Alcohol - Sweets
Model:
Possible
Implications
Test:
Media:
Creative:
Do – Learn – Feel
Sales
Small Space Ads, 10
second IDs, Radio, POS
Reminder
Model:
Possible
Implications
Test:
Media:
Creative:
Do – Feel – Learn
Sales
Billboards, Newspapers, POS
Attention
Adapted from FCB (Foote, Cone and Belding) Grid, Vaughn, 1980

10. Rossiter-Percy planning grid...
expands on the think/feel dimensions to cover other motivations
that people have when buying which include…
transformational (emotion/feelings)
informational (think/reason)
They also argue that involvement is not a restrained continuum
(e.g. when does a person graduate from high to low involvement?)
Instead involvement is seen as purchase specific

11. Rossiter-Percy Planning Grid
Motivation
Informational Transformational
Involvement
LowHigh
Brand Attitude Strategy Quadrants from the Rossiter-Percy Grid, 2006
Confectionery
Fashion
Mobile network
Credit Card
Transformational
Motives…
Sensory Gratification
Intellectual Stimulation
Social approval
Informational
Motives…
Problem Removal
Problem Avoidance
Incomplete Satisfaction

12. Choice of channel indicates…
Whether the campaign’s objectives included…
Recognition… needs visual impact
Low involvement/informational… most media channels can be effective
Recall… needs frequency
Low involvement/transformational… needs visual and emotional impact
High involvement/informational… long processing time needed
High involvement/transformational… needs visual and emotional impact

13. “… is the practice of defining a target audience in terms of specific
demographic characteristics, then ‘matching’ that demographic
profile with the demographic profile of a media vehicle’s audience”
(Percy and Elliott p236)
Works the other way round when analysing a campaign…
Demographic matching…
…the demographic profile of the media used provides evidence of
the likely target audience selected for the campaign.

14. Set up account via Library Databases link…

15. Direct matching…
“directly surveying your market to measure its media habits” (Percy and
Elliott, 2016)
Done a lot via specially commissioned market research.
But not available to anyone except the brand’s marketing
management and their advertising agencies.

16. TV… £5.1billion no change
Outdoor… £1.2billion up 6%
Cinema… £0.25billion down 2%
UK Media spend by channel in 2018…
Search… £6.7billion up 14%
Radio… £0.7billion up 5%
WARC, AdAssoc, Media Week, 2019
Direct Mail… £1.5billion down 8% Magazines… £0.7billion down 8%
Newspapers… £1billion down 7%
Online Display… £5.3billion up 21%

17. Search… £3.7billion
Digital breakdown…
Internet… £7.3billion first half of 2019
Online Classified… £0.72billion
iab, 2019
Display (non-video)… £1.45billion
Display (video)… £1.32billion
Other… £41million

18. Share of global ad spend by media…
dentsu aegis, 2019

19. Growth in global ad spend within digital…
dentsu aegis, 2019

20. Media problem…
“All media carry with them a degree of wastage …
readers, listeners or viewers who are inappropriate to the
advertiser’s message.”
BUT…
“Audience fragmentation may offer the opportunity to
limit the exposure of the message to those consumers
who most closely correspond to the desire target
audience”
Yeshin, 2006

21. Does it enable the communication of the advertising message?
Does it provide cost-effective coverage of the target audience?
Media channel evaluation…
Is it the appropriate environment in which to place the message?
Yeshin, 2006

22. McVities Sweeet Advertising campaign…
Television works - can use visuals, movement and music. Highly
transformational approach but with information provided via a
‘masterbrand’ strategy.
Grey London/United Biscuits thought Come Dine with Me appropriate
- why?
Should reach a targeted audience via Youth Channels…
BARB audience figures… Come Dine with Me and Coronation Street
reaches approximately 4 million viewers
Audience primarily ABC1, 16-34 years old…

24. 58 56
42 44
C4 Total Total
Commercial
Gender
Channel 4 profiles a young
45 49
20 19
16 13
20 18
C4 Total Total
Commercial
Age
16-34
35-44
45-54
55+
Men
Women49 58
51 42
C4 Total Total
Commercial
Social Grade
ABC1
C2DE
upmarket audience
Source: BARB/Techedge, Q2 2017

25. C4 Sales is young and upmarket
C4 Sales
ITV Sales
Sky Sales
30
35
40
45
50
10 12 14 16 18 20 22 24
upmarket
%ABC1
downmarket older
younger
%16-34
Source: BARB/TechEdge, Q2 2017, base: all adults, all time, size based on adult avg. audience (000s)

26. Channel 4’s audience is highly connected
50
70
90
110
130
Use Whatsapp on a smartphone to talk
about the programme you're watching
Twitter would be the social network that
would be missed the most
Use Facebook or Facebook Chat on a
smartphone / tablet to talk about a
programme you're watching
Use Twitter on a smartphone / tablet to
talk about a programme you're watching
Use Facebook or Twitter accounts
Averageperson C4 viewer
Source: Channel 4/Kantar Digital Landscape Survey 2016; index 100 = average GB adult; in the last month ; C4
viewer = 1,2,3 favourite channel

27. Digital… App

28. Experiential

29. personalised packaging…

30. POS…

31. Outdoor…

33. Social media…

34. vehicles…

35. Your media strategy questions…
Adapted from Yeshin, 2006
What target audience does this medium reach?
How complete a coverage of the target audience might this media have reached?
What might have been the frequency of this advertisement in this media?
When did the message reach the audience and what does this say about the
strategy? (Time of year, week, day)
How does this media relate to the type of message the advertising conveys?
What is the geographic boundary of the media and what
does that say about the likely campaign strategy?
Assuming there’s a good demographic match, what does this say about the
likely target audience for the campaign?

36. Usually a media mix…
Rare to use only one medium
Not about ubiquity… stretches resources too far
About using enough, relevant media to have the desired reach and
frequency impact
Usually a combination of media: several channels and then
several vehicles within each channel

37. References and reading
4sales.com, 2019
Accenture, 2019
AdAssoc, 2019
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Media Week, 2018
Mediatel, 2019
Ofcom, 2019
Percy, L. and Elliott, R. (2016) Strategic Advertising Management. Oxford, Oxford University
Press.
Statista, 2019
WARC, 2019
Yeshin, T. (2006). Advertising. London: Thomson