1. Selecting the Most Effective
Advertising Media for Your
Message and Customer
Presented By:
May 17, 2011

2. MRPP
 Media, Research Planning &
Placement
 Focus and Passion is Media
 Effective and efficient media
planning delivering increased
sales and ROI

3. MRPP
Our Company Mission is to…
 Maximize and extend our clients media
advertising budgets using creative
thinking and proprietary research.
 We do this with a team of dedicated planners
and buyers with years of experience in
media planning and buying.
 Our goal is to deliver to our clients the
most effective and cost efficient budget
which results in increased sales and
ROI

4. Today’s Discussion
 Establishing Goals
 Media Selection
 Influencing Conditions
 Choosing the Appropriate Media
 Negotiation
 Follow-up
 Did it work?

5. Media Is a Tool
for Implementing
the Marketing
Strategy

6. Step 1 - Establish Media Goals
 How Will You Measure Success?
Awareness vs. Direct Response Campaigns
 Minimal Delivery Levels: GRPs = R x F
 Determine Optimal Frequency Levels
Minimum of 3.0
Maximum of 12.0

7. Media Rule of Thumb
Audience must be exposed to
an advertising message a
minimum of three times before
they make a conscience
decision to consider your
product or disregard it.

8. Step 1 - Establish Media Goals
 Deliver as Much Reach as Budget
Allows
 Ensure Frequency Levels are
Appropriate for Campaign Impact
 Competitive Considerations
What are the Other Guys up to?

9. Step 2 – Confirm Influencing Conditions
Key Factors to be Considered
 Target Audience
 Target Geography
 Timing
 Creative Execution
 Budget

10. Step 2 – Confirm Influencing Conditions
Pinpoint and Prioritize Target Audiences
 Age
 Sex
 Income
 Education Levels
 Occupation
 Lifestyle Factors

11. Step 2 – Confirm Influencing Conditions
Confirm Timing Issues
 Special Event or Ongoing
Presence?
 Seasonality of Product or Service?
 How Long is Purchase Cycle?
 Competitive Activity?
 Goal is to Maintain Continuity,
Emphasize Opportunities within
Budget Parameters

12. Step 2 – Confirm Influencing Conditions
Creative Execution
 What Media Vehicle (s) Best
Communicate the Message?
 Demonstration or Details Required?
 Emotional Impact Important?
 Promotional Support Needed?
 Length or Size of Ads
 Color or Black & White

13. Step 2 – Confirm Influencing Conditions
Budgetary Considerations
Budgetary Considerations
 Established vs. Requested Budgets
 Competitive Activity Should Always Be
Considered
 Revenue Projections Can Assist in
Acquiring Additional Funding

14. Step 3 – Determine Best Vehicles
Quantitative Research
Quantitative Research
 Broadcast
 Nielsen for Television
 Arbitron for Radio
 Print
 ABC for Consumer Publications
 BPA for Business Publications
 Online
 Nielsen Net Ratings
 ComScore
 Quantcast

15. Step 3 – Determine Best Vehicles
Other Factors to Consider
Other Factors to Consider
 Editorial Appropriateness
 Competitive Presence
 Past Successes, Failures
 Duplication
 Cost Efficiency
 Affordability

16. Step 3 – Determine Best Vehicles
Television – Overview
Television – Overview
 HH Coverage is at 98.9%
 61.9% of HH have Multiple Sets
 Average HH Viewing – 50+
Hrs/Week
 Cable Penetration Over 90%
 DVR Penetration is at 37%
 Satellite TV an Increasingly Strong
Player

17. Step 3 – Determine Best Vehicles
Broadcast TV – Advantages
Broadcast TV – Advantages
 Broadest Reaching Medium
 Individual Stations up to 70% Reach
 Highly Influential Due to Combined
Audio and Visual Elements
 Targeted Programming Environment
 Fairly Quick Turn Around Time

18. Step 3 – Determine Best Vehicles
Broadcast TV – Disadvantages
Broadcast TV – Disadvantages
 Not as Geographically Targeted
 Increasing Audience Fragmentation
 Easy to Avoid Ads (DVR/TiVo, etc.)
 Expensive to Build Effective
Frequency
 Limited Promotional Opportunities
 High Cost Medium

19. Step 3 – Determine Best Vehicles
Cable TV – Advantages
Cable TV – Advantages
 Very Geographically Targeted
 Specific Demographics Can Be
Targeted via Network Selection
 More Cost Effective Way to Build TV
Message Frequency
 Promotional Opportunities
 Quick Turn Around Time

20. Step 3 – Determine Best Vehicles
Cable TV – Disadvantages
 Lower Reach Potential than Broadcast TV
 Individual Networks up to 37% Reach
 Quality and Quantity of Local Breaks
 Can Be Difficult To Compare With Other
Broadcast Media
 Multiple Systems Needed for Broad Areas
 Easy to Avoid Ads (DVR/TiVo, etc.)
 Not All Networks Accept Local Ads

21. Step 3 – Determine Best Vehicles
Radio - Advantages
Radio - Advantages
 Highly Targeted Demographically
 Great for Building Frequency
Affordably
 Reaches TA at Home, Work, and in
Car
 Highest Time Spent of Any Medium
 Variety of Promotional Opportunities
 Flexible, Immediate Placement

22. Step 3 – Determine Best Vehicles
Radio - Disadvantages
Radio - Disadvantages
 Not a High Reach Medium
 Audience Fragmentation as Formats
Compete for Audience Share
 No Visual Impact
 Impression May be Transient (Active
vs. Passive Listening)
 Easy to Switch Stations

23. Step 3 – Determine Best Vehicles
Newspaper - Advantages
Newspaper - Advantages
 Broad Reach in Local Areas
 Communicates Detail Well
 More Immediacy than Magazines
 Specialty Pubs Offer Best Reach to
Specific Populations (e.g., Ethnic,
Seniors)

24. Step 3 – Determine Best Vehicles
Newspaper - Disadvantages
Newspaper - Disadvantages
 Most Are Not Demographically
Targeted
 Expensive to Build Frequency
 Color Reproduction Poor, Expensive
 Small Pass Along Audience
 Short Shelf Life
 Younger Adult Readership Declining
 High Total Cost

25. Step 3 – Determine Best Vehicles
Magazine - Advantages
Magazine - Advantages
 Very Demographically Targeted
 Quality Editorial Environment
 Fine Color Reproduction
 Sizable Pass Along Audience
 Long Shelf Life

26. Step 3 – Determine Best Vehicles
Magazine - Disadvantages
Magazine - Disadvantages
 Early Closing Dates, Long Lead
Times
 Lack of Immediacy
 Slow Building of Reach
 Typically Not As Geographically
Targeted

27. Step 3 – Determine Best Vehicles
Out of Home - Advantages
Out of Home - Advantages
 Broad Coverage of Local Markets
 High Frequency Building
 Geographic Flexibility
 High Summertime Visibility
 Great Support Medium for Television

28. Step 3 – Determine Best Vehicles
Out of Home - Disadvantages
Out of Home - Disadvantages
 Limited to Simple Messages
 High Reach Doesn’t Always Mean
High Message Recall
 Proportionally High Cost for
Production

29. Step 3 – Determine Best Vehicles
Direct Mail - Advantages
Direct Mail - Advantages
 Extremely Selective
 Demographically and/or
 Geographically Targetable
 Response Rate is Easy to Measure
 Personalized Medium

30. Step 3 – Determine Best Vehicles
Direct Mail - Disadvantages
Direct Mail - Disadvantages
 Most Expensive Cost per Thousand
 Inaccurate and Incomplete Lists
 Variance in Delivery Dates
 High Tune Out Factor

31. Step 3 – Determine Best Vehicles
Internet - Advantages
Internet - Advantages
 Directly Measurable
 Extremely Flexible, Adaptable
 Personalized Messaging
 Minimal Waste

32. Step 3 – Determine Best Vehicles
Internet - Disadvantages
Internet - Disadvantages
 Relatively High CPM
 Can be Complex to Analyze,
Purchase
 Not All Websites Accept Advertising
 Often Not Geo-Targetable
 Less Effective Without Mass Media

33. Step 3 – Determine Best Vehicles
Test Your Knowledge –
Test Your Knowledge –
 Target Audience is:
 M18-34, Highly Educated, Upper Income
 Target Geography is Charlotte Metro
 Looking for Promotional Extensions
 Need Frequency to Drive Traffic
Which Medium is Best?

34. Radio or possibly Cable

35. Step 3 – Determine Best Vehicles
Test Your Knowledge –
Test Your Knowledge –
 Target Audience is:
 Women 25-54, Enjoy Gardening, Have
Kids
 Target Geography is National
 Campaign Goal is Awareness, Not
Immediate Direct Response
Which Medium is Best?

36. Magazine or possibly Internet

37. Step 3 – Determine Best Vehicles
Test Your Knowledge –
Test Your Knowledge –
 Target Audience is Adults 25+
 Target Geography is Greater Orlando,
FL
 Ad Needs to Convey Complicated
Information
 Goal is Broad Reach, Minimal
Frequency Over a 2-week Period
Which Medium is Best?

38. Newspaper or Broadcast
Television

39. Step 4 – Negotiating the Buy
Implementing the Strategy
Implementing the Strategy
 Use Full Budgets to Negotiate Best
Pricing, Added Value
 Broadcast Most Negotiable with Rates
(Supply and Demand)
 Magazines and Internet Somewhat
Negotiable
 Newspaper Least Negotiable
(Contracts and Short Rates)

40. Step 4 – Negotiating the Buy
Broadcast Media – Television vs. Radio
Broadcast Media – Television vs. Radio
 Both are Fairly Negotiable if
Purchased Far Enough in Advance
 TV Least Costly in 1st and 3rd
Quarters
 Radio Least Expensive in 1st Quarter
 Purchase TV Programs, Not Stations
 Purchase Radio Stations, Cable
Networks

41. Step 4 – Negotiating the Buy
Avoiding the Number of Spots Trap
 Not All Spots Are Created Equal
 First Look At Ratings Delivery
 Then Design Schedules with
Optimal Frequency, Not Number
of Spots

42. Step 4 – Negotiating the Buy
Radio – Which Is The Best Buy?
Radio – Which Is The Best Buy?
 TA is Men 35-64 in Raleigh, NC
 Schedule Airs M-F 6a-7p for 1 week
 WQDR-FM (Country) 25 spots/week
 WRAL-FM (Contemporary) 25 spots/week
 Same Cost for Both Stations

43. Step 4 – Negotiating the Buy
Side by Side Delivery Comparison
Side by Side Delivery Comparison
WQDR-FM WRAL-FM
.7 avg. spot rating .8 avg. spot rating
25 spots 25 spots
70.0 GRPs 80.0 GRPs
15.3% Reach 24.8% Reach
4.5 Frequency 3.1 Frequency
Arbitron December 2010 PPM

44. Step 4 – Negotiating the Buy
Magazines
Magazines
 Better Rates for Higher Frequency
 Last Minute Remnant Space Offers
 Preferred Placement, Color Upgrades
 Value Added
 Subscriber Lists for DM or Email
 Counter Cards
 Website Links

45. Step 4 – Negotiating the Buy
Newspaper
Newspaper
 Contracts Required, Short Rates
Applied
 Rates Vary Based on Type of
Advertiser
 Repeat Discounts Offered
 Value Added
 Special Sections
 Color Upgrades
 Preferred Placement

46. Step 4 – Negotiating the Buy
Important Factors to Consider
Important Factors to Consider
CPP or CPM
Duplication
Vendor’s Share of Budget
Positioning/Placement
Delivery Guarantees
Value Added Extras

47. Step 5 – Post-Buy Analysis
Did We Really Get What We Paid For?
Did We Really Get What We Paid For?
 As Crucial to the Success of the
Campaign as Planning and
Buying
 Check Positioning and Delivery
 Makegoods for Any Short Falls
 Assures Media Vendors Will
Monitor Schedules in the Future

48. Step 5 – Post-Buy Analysis
Case Study
Case Study
 Client purchased radio on “Number
of Spots” Basis
 Affidavits Not Sent, Delivery Never
Verified
 Of All Spots Purchased, Over 40%
Ran 12mid-6am
 Client Paid 3x Higher CPP Than
MRPP Average in Market

49. In Summary
 Media Is An Important Tool for
Marketers
 Campaign Success is Tied to
Establishing Goals, Developing the
Right Strategy
 Research Plays A Critical Role
 Creativity and Negotiating also Key
 Post-Buy Analysis Essential
 Too Expensive to Experiment

50. Media
Research
Planning
and Placement