Media Case Study-Audi

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• Audi launched its A3 hatchback on a comparatively reduced budget.

• They used a Web-based alternative reality game to reach the skeptical, affluent 24- to 30-year- old males.

• A variety of media drove traffic, created buzz, and engaged the audience.

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Visit the Site

Prentice Hall, © 2009

Back to the FutureThe Wonderful World of Disney

Mutual of Omaha's Wild Kingdom

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Bewitched Chevrolet

Bewitched Quaker

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Content Wraps Saatchi, Zenith and Toyota partnered with The

CW Network, D.C. Comics, and Warner-Brothers Studios to develop a customized experience

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Product Placement

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Scheduling StrategiesTiming strategies: When to advertise?

Seasonality, holidays, days of the week, time of day

Lead time: time between thinking about purchase and purchasing; also refers to production time to get an ad in a medium

Duration: How long? Advertisers can’t afford to cover the entire year If the period is too short, the message may not

have sufficient impact If the period is too long, the ads may suffer from

wearout

Continuity: How often? How advertising is spread out over the length of

the campaign Continuous strategy spreads ads evenly over

campaign period11-6

Scheduling Strategies Flighting strategy

Alternating periods of intense advertising activity (bursts) and no advertising (hiatus).

Pulsing strategy Advertising is intensified (peaks) before an

aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity.

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Where to spend your money.

GeographyCDI: Category Development Index

% of sales/% of population

BDI: Brand Development Index:

% of brand sales/% of population

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IF…There is a CDI of 122 and you have a BDI of 87,

what does it mean?

There is a CDI of 95, and you have a BDI of 116, what does it mean?

Should you spend more money (“heavy up”) in high or low BDI markets?

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The Media BudgetThe size of the

budget greatly affects media decisions Local vs. national TV vs. radio

At the end of the planning process, the media planner develops a pie chart showing media allocations

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Major Major Sections of Sections of

a Media a Media PlanPlan

• Objectives• Strategic

plan development: consumer insights

• Key media strategies

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The Central Role of Media Research

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Functions of a Media Buyer

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Media Planning Trends Unbundling Media Planning and Buying

Agencies media departments have become separate, independent profit centers and can work for the agencies’ competition, and compete with agencies for the planning function.

Online Media Buying Goggle's Adwords and eBay’s Media Marketplace are selling

Internet advertising online. Zimmerman (advertising agency) sells advertising online for

a number of media including print, radio, direct mail, in-store ads, and the Internet.

New Forms of Media Research Online media research (hits and clicks) don’t measure

impact. Traditional media monitoring systems don’t address new

ways media is used and systems like TiVo and interactive TV. Most media research measures independent media, not the

effectiveness of combined media.11-20