This document provides an overview of key concepts for developing a media plan as part of an advertising strategy. It discusses evaluating different media channels based on their ability to effectively reach the target audience and support the marketing objectives. Television, newspapers, magazines, outdoor advertising, radio, and digital media are examined in terms of their visual/audio qualities, processing time, and frequency of exposure. The document also addresses choosing a media mix that combines relevant channels and vehicles to achieve the desired reach and frequency for building brand awareness, changing perceptions, or influencing purchase decisions.
7. A SLOGAN & BRAND
THAT’S STOOD THE
TEST OF TIME.
1970 LAUNCHED
THE SLOGAN THAT’S
STILL RELEVANT
TODAY
Casey, 2019
Nestle Research and Development
perception
9. Decision Stage… linked to advertising
Do Feel-Learn
Awareness Trial Reinforcement - Nudge
Problem recognition Information search/ evaluation of
alternatives
Purchase Post-purchase evaluation
Need Arousal Brand Consideration Purchase Usage
WHO - Individuals
involved and their
decision roles
Individual
Family - mother
Individual
Family - mother
Individual
Family - mother
Individual
80+% of households with
children
Gift
WHERE -the stage is
likely to occur
Supermarket
Shopping
Supermarket
Shopping
Supermarket
Shopping
Travel
Home
WHEN -Timing of the
stage
Weekly shop
Top-up shop
Weekly shop
Top-up shop
Weekly shop
Top-up shop
Anytime
HOW - the stage is
likely to occur
Impulsive
Craving
Empty Cupboard
Routine
Prompt – advertising’
Impulsive
Routine
Initiative
Impulsive
Routine
Initiative
Snack
Consumer behaviour…
11. 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
12. Media provides exposure
Advertising has two components…
The channel(vehicle)… the medium that carries the
advertising
The content… the creative content of the advertisement
Percy and Elliott (2016)
13. 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
14. 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)
15. 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)
16. 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)
17. Choice of media 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
18. 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
19. 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?
20. 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
21. References and reading
AdAssoc, 2019
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University
Press.
Katz, H. (2019) the Media Handbook, London:Routledge
Media Week, 2018
Mediatel, 2020
Ofcom, 2019
Percy, L. and Elliott, R. (2016) Strategic Advertising Management. Oxford, Oxford
University Press.
WARC, 2020
Yeshin, T. (2006). Advertising. London: Thomson