MPP Lecture 1
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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.
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MPP Lecture 1
- 1. Media Planning Project Media in a Marketing Context 1
- 3. Marketing Plan Marketing Objective Advertising Objective Media Objective and Strategy Media Adapted from Katz, 2019 …context
- 4. …why is it relevant here? the marketing mix
- 5. …two things we must know brand consumer position perception product category behaviour
- 6. position
- 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…
- 10. competition
- 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