Post on 17-Nov-2014
description
Media Tactics
Media Planning and StrategyThe Media class, Media vehicles,
Media options, Scheduling and timing
Media TerminologyMedia PlanningMedia Planning - A series of decisions involving the
delivery of messages to audiences.
Media ObjectivesMedia Objectives - Goals to be attained by the media strategy and program.
Media StrategyMedia Strategy - Decisions on how the media objectives can be attained – indicative of the media budget.
MediaMedia - The various categories of delivery systems, including broadcast and print media.
Broadcast MediaBroadcast Media - Either radio or television network
Media TerminologyPrint MediaPrint Media - Publications such as newspapers and
magazines.
Media VehicleMedia Vehicle - The specific message carrier, such as the Times of India, Femina, KBC, MTV Roadies.
CoverageCoverage - The potential audience that might receive the message through the vehicle.
ReachReach - The actual number of individual audience members reached at least once by the vehicle in a given period of time.
FrequencyFrequency - The number of times the receiver is exposed to vehicle in a specific time period.
Problems in Media Planning
Lack of information
Inconsistent terms
Serious time pressure
Measurement problems
Media Use Decision— Print
Media Use Decision— Broadcast
Media Use Decision— Other Media
Advertising Strategy Plan
Developing the Media Plan
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy PlanSituation Analysis
Developing the Media PlanAnalyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance
Where to Promote?Brand and Category Analysis
Percentage of brand to total U.S. sales in market
Percentage of total U.S. population in market
BDI = X 100
Brand Development Index
Percentage of brand sales to total sales in market
Percentage of total population in market
Where to Promote?Brand and Category Analysis
Percentage of product category total sales in market
Percentage of total population in market
CDI = X 100
Category Development Index
Brand and Category Analysis
High market shareGood market potential
High market shareGood market potential
High market shareMonitor for sales decline
High market shareMonitor for sales decline
Low market shareGood market potential
Low market shareGood market potentialH
igh
CD
IL
ow
CD
I
Low market sharePoor market potential
Low market sharePoor market potential
High BDI Low BDI
Brand and Category Analysis
The market usually represents
good sales potential for both
the product and the brand.
The market usually represents
good sales potential for both
the product and the brand.
The category isn’t selling well
but the brand is; may be a
good market in which to
advertise but should be
monitored for sales decline.
The category isn’t selling well
but the brand is; may be a
good market in which to
advertise but should be
monitored for sales decline.
The product category shows
high potential but the brand
isn’t doing well; the reason
should be determined.
The product category shows
high potential but the brand
isn’t doing well; the reason
should be determined.Hig
h C
DI
Lo
w C
DI Both the product category
and the brand are doing
poorly; not likely to be a good
place to advertise.
Both the product category
and the brand are doing
poorly; not likely to be a good
place to advertise.
High BDI Low BDI
Media Planning Criteria Considerations
The media mix
Target market coverage
Geographic coverage
Reach versus frequency
Scheduling
Creative aspects and mood
Flexibility
Budget considerations
Target Audience CoveragePopulation excluding target marketTarget marketMedia coverageMedia overexposure
CoverageExceeding
Market
PartialMarket
Coverage
FullMarket
Coverage
TargetMarket
Proportion
Media Class Decisions
Decision is made on quantitative criteria• Target Audience number that can be reached
through media class – TV, Radio, Press….
Decision is made on qualitative criteria• Fit between medium and creative execution• Production logistics• Competition’s use of media
Television Characteristics
AdvantagesAdvantages
Mass coverage High reach Impact of sight, sound,
and motion High prestige Low cost per exposure Attention getting Favorable image
DisadvantagesDisadvantages
Low selectivity Short message life High absolute cost High production costs Clutter Fleeting message
Radio CharacteristicsAdvantagesAdvantages
Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences
DisadvantagesDisadvantages
Audio only Clutter Low attention getting Fleeting message
Magazines Characteristics
AdvantagesAdvantages
Segmentation potential Quality reproduction High information content Longevity Multiple readers – pass-
on-readership
DisadvantagesDisadvantages
Long lead time for ad placement
Visual only Lack of flexibility
Newspapers Characteristics
AdvantagesAdvantages
High coverage Low cost Short lead time for
placing ads Ads can placed in
interest sections Timely (current ads) Reader controls
exposure Can be used for
coupons
DisadvantagesDisadvantages
Short life Clutter Low attention-getting
capabilities Poor reproduction
quality Selective reader
exposure
Outdoor CharacteristicsAdvantagesAdvantages
Location specific High resolution Easily noticed
DisadvantagesDisadvantages
Short exposure time requires short ad
Poor image Local restrictions
Internet / Interactive Media Characteristics
AdvantagesAdvantages
User selects product information
User attention and involvement
Interactive relationship Direct selling potential Flexible message platform
DisadvantagesDisadvantages
Limited creative capabilities Web snarl (crowded access) Technology limitations Few valid measurement
techniques Limited reach
Direct Mail Characteristics
AdvantagesAdvantages
High selectivity Reader controls exposure High information content Opportunities for repeat
exposures
DisadvantagesDisadvantages
High cost/contact Poor image (junk mail) Clutter
Media Vehicle DecisionMedia vehicle choice is based on -
– Quantitative considerations of – Cost per exposure • TV – unit of measurement
– TRP x no.of exposures = GRP ( gross rating points) / total no of exposures
– CPRP unit cost divided by TRP (cost per rating point)
• Press – unit of measurement– Readership - total vehicle audience (higher than circulation)– CPT - unit cost divided by readership x 1000= CPT (cost per thousand)
– Qualitative considerations of media vehicle choice– Editorial environment suitability– To gather media source effect copy approaches must vary by vehicle
Determining Relative Cost of Media
Cost of ad space(absolute cost)Circulation / Readership
CPM = X 1,000
Cost per thousand (CPM)
Determining Relative Cost of Media
CPRP =Cost of commercial timeProgram rating (TRP)
Cost per rating point (CPRP)
Qualifying Reach
Reach –no of people / households exposed to the advertising at least once, over a specified period of time
Reach is always Unduplicated Reach – internal and external duplication
Cumulative reach - additional readers netted through pass on readership
Effective reach / audience - % of target audience reached by the vehicleThe audience is usually defined in terms of demographics
Graph of Effective Reach
Qualifying Frequency
Frequency – the number of times someone sees the ad
Average Frequency – the average number of times a person or household is exposed
(no. of exposures (OTS) divided by unduplicated reach)
Threshold / Effective reach level / effective frequency – level of frequency below which the person would not have been effectively reached - at least 3 exposures
Frequency distribution – The exact number of people to be exposed a specified number of times (to avoid over or under exposure)
Reach and FrequencyReach of Two ProgramsReach of One Program
Unduplicated Reach of BothDuplicated Reach of Both
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate
Effects of Reach and Frequency1. One exposure of an ad to a target group within a purchase cycle
has little or no effect in most circumstances.
2. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.
3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.
4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.
Effects of reach and frequency5. Although there are general principles with respect to
frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important
6. Frequency response principles or generalizations do not vary by medium.
7. The data strongly suggest that wearout is not a function of too much frequency. It is more of a creative or copy problem.
Marketing Factors Important toDetermining Frequency Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
Message or Creative Factors Important to
Determining Frequency Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
Media Factors Important toDetermining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
The Trade off between Reach & Frequency (OTS)
– Reach is more important when gaining awareness for a new product
– Frequency is more important when communicating product details or building Brand Attitude (needs more exposures /OTS)
Measuring Media Audiences– Measuring Print Vehicles - Readership data
• Research Methods used Recent Reading , Through the book approach
• ABC –gives circulation figures of press vehicles but neglects pass on readership
• NRS & IRS – It gives the readership profile of the vehicle & duplication data is also provided (by socio-economic classification)
• brand & category usage data
– Measuring Broadcast vehicles – viewership / listnership data• People meter & diary system – for TV
Media Vehicle Source EffectExposure impact can vary by media vehicle and
media class even when audience is the same
– The differential impact is caused by –• Editorial environment – unbaisedness, expertness,
prestige, mood created• Audience involvement • Physical reproduction
– Copy approaches must vary by vehicle to gather media source effect
Media Option Decisions
Media planner decides the unit of advertising Starch scores throw light on unit impact• Advertising size – more impact rather than
proportionate increase in readership• Colour – adds 50% more readership • Advertising location – the end or beginning of string
of commercial do better on recall
Back / inside covers do better than inside mag. pages• Copy execution – Ads that resemble editorial are
read more
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Scheduling and Timing Decisions– Media schedule are based on and reflect
• Advertising Objectives –‘high reach’ or ‘shift in attitude’• And how quickly Attitude is likely to decay
– Scheduling strategies detail the media strategy • Flighting – alternating bursts with periods of inactivity
Long purchase cycle products – when wear-in and wear out is slow– high peaks of recall are required
• Pulsing – continuous base level advtg. augmented by intermittent bursts
Frequently purchased products– when decay is fast– continuous levels of high recall are not needed
• Continuous or Even – limited advertising spread out evenly – Frequently purchased services and products – quick decay, high levels of recall are not needed
Media Buying– Buying media units - space / time can be through
• The AOR (agency of record)• The creative agency• In-house
– Rates are negotiable depending on the supply and demand
• Upfront buys• Scatter buys
– Rates vary with specificity of the spot / position• RODP run of day part - TV• ROT run of time - radio• ROP run of paper – press - dailies