AMS Lecture 8
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AMS Lecture 8
- 1. Advertising Strategy and Media Planning Media planning - conceptsā¦ 8
- 2. Have knowledge and understanding of regulations, legislation and media consumption Category spend two key skills of media plannersā¦ Should be able to judge the communications efforts of the competition ONEā¦ TWOā¦ Share of Voice Media Mix
- 3. media planningā¦ media selection has become increasingly complex ā¦this activity is primarily tacticalā¦ according to Percy and Elliott there is a ātrade-offā betweenā¦ reach ā¦arguably this all has to be done within the budget Percy and Rosenbaum-Elliott, 2016 frequency scheduling
- 4. media planningā¦ coverage Yeshin, 2006, considers this in a slightly different way, as a balance betweenā¦ ā¦there is never enough budget to maximise the two ā¦in media planning we need to maximise advertising effectiveness through careful balancing frequency
- 5. A lot of this was covered last week in the lectureā¦ Audience Research Media Information Media Consumption
- 7. key conceptsā¦ frequency How many times a consumer within the target audience is expected to be exposed to the message within a certain time period Soā¦ how do we determine frequency? Yeshin, 2006, states that āthere is no consensus as to the ācorrectā number of exposures that an advertising campaign should seek to achieve ā¦what the media planner strives towards is known asā¦ Effective frequency De Pelsmaker, et.al., 2015
- 8. frequency and effectivenessā¦ There needs to be a balance between āwear-inā and āwear-outā Wear-out results in negative responsesā¦ such as irritationā¦ High exposure is beneficial as it canā¦ Makes attitudes more accessible and increases confidence in that attitude Leads to greater front of mind awareness ā¦so minor tweaks to content can be beneficial to overcome this Make the message more memorable and increase brand recall Can be a signal for brand quality Increases believability of claims De Pelsmaker, et.al., 2015
- 9. frequency and effectivenessā¦ ad effectivenessā¦ Frequency of repetition Wear-out Wear-in Two Factor Model, De Pelsmaker, et.al., 2015
- 10. frequency Yeshin cites research from Krugman (1972) who put forward that a consumer only requires 3 exposures for the effect to be achieved He also cites Philip Jones (1995) who argues that sales are achieved from one exposure It is important to note that frequency of exposure should vary by ageā¦ increasing frequency as the audience gets older (Dubow, 1995)
- 11. frequency Optimal, effective frequency is linked toā¦ The type of message used ā format, appeal, content The level of competition The advertising objective The product category The target audience The media being used
- 13. reachā¦ another key concept to considerā¦ Total reach is the number or percentage of people who we can expect to be exposed to the message during the scheduled time frame However, it is more beneficial to consider useful reach So, TV may have higher total reach but specialist press would have more useful reach It equates to how many consumers from the target audience are likely to see the message (adapted from De Pelsmaker et.a.l., 2015)
- 14. reach We may also consider gross reachā¦ used when the campaign utilises a media mix Radio TV A B C (A+B) + (B+C) = Gross Reach (adapted from De Pelsmaker et.a.l., 2015) A+B+C = Reach
- 15. Reachā¦ A more commonly used measure is opportunities to seeā¦ OTS This is the average probability of exposure that the target audience has This links to Gross Rating Pointsā¦ GRPās You divide gross reach by reachā¦ simple!
- 16. effective reach and frequencyā¦ % Reachā¦ FrequencyGraph of effective reach, Belch and Belch, 1993 20 15 10 5 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 No exposure Ineffective exposure Threshold of exposure Reinforcement of effectiveness Excessive exposure Negative exposure
- 18. GRPās Also a score of 450 GRPā¦ could be a result of 18 exposures to 25% of the audience or 9 exposures to 50% of the audience Adapted from Yeshin, 2006 multiplied by the number of times shownā¦ frequency of exposure But it doesnāt take into account ātargetā audiences so well Reach x Frequency = GRP Reach is expressed as a % of total audience exposed to the messageā¦
- 19. Other considerationsā¦ Brand history, brand share and brand loyalty Usage cycle Target audience education, learning and absorption Marketing factors Purchase cycle Competitive share of voice Yeshin, 2006
- 20. Other considerationsā¦ Complexity of message New campaign or continuous Variety and volume of messages Creative factors Message uniqueness Image versus selling Wearout of message Yeshin, 2006
- 21. Other considerationsā¦ clutter attention Number of media used Media factors āzipping and zappingā scheduling Repetition of exposure Yeshin, 2006
- 22. Contingency planningā¦ The marketing and media environment is dynamic Variables that have been used in the development of the plan may alterā¦ Change in economic conditions Change in sales Change in competition Ideally the plan should be flexibleā¦ so that we can act in response to changes
- 23. methods of media planningā¦ Traditional media planning Channel planning Integrated planning Communications planning Media neutral planning
- 24. Traditional planningā¦ Each channel has its own audience research methods Concerned with the āolderā forms of mediaā¦ TV, radio, cinema, newspaper, magazines, outdoor Each channel has its own method of scheduling and buying So media planning is conducted by channel in relation to these factors and budget allocated accordingly
- 25. Channel planningā¦ Emerged in the 1980ās ā¦primarily as a response to the growth and fragmentation of media choice Focused on consumer rather than mediaā¦ Adopts a holistic approach to ensure there are multiple ātouchpointsā with the brand ā¦but you really need to understand the behaviour of the target audience
- 26. Integrated planningā¦ Emerged in the 1990ās Focuses on the right content, for the right channels linked to a consistent branded approach with no duplication Being more effective with a limited budget There is more of a long-term strategic focus here as opposed to a short-term campaign
- 27. Communications planningā¦ Focus since the millennium More focused on the conversation between brands and consumers Itās about consumer engagement with the brand via the most effective media
- 28. Media neutral planningā¦ Media-free focusā¦ a more open planning approach A relatively recent evolution in media planning The ābig ideaā comes first and the media fit around itā¦ traditional and non-traditional At first the focus was more on digital media but actuallyā¦ ā¦it needs to be integrated
- 29. Integrationā¦ The IPA commissioned research into how campaigns use integrationā¦ No integrationā¦ either one channel focus or an uncontrolled merging Participation-ledā¦ focuses on dialogue, experience and conversation Advertising-ledā¦ integration via a common creative platform Brand idea-ledā¦ unified by a shared brand concept and/or message Cox, 2011
- 30. References and reading Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing. Kate Cox and Denise Turner, (September 2011) New models of integration: Plugging the advertising effectiveness gap. Warc Exclusive, Advertising Research. De Pelsmaker, P., Geuens, M. and Van den Bergh, J. (2015) Marketing Communications: A European Perspective. Harlow: FT Prentice Hall Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press. Percy, L. and Elliott, R. (2016) Strategic Advertising Management. Oxford, Oxford University Press. Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage. Yeshin, T. (2006). Advertising. London, Thomson