Media Planning Analysis PPTCH15[2]
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8/8/2019 Media Planning Analysis PPTCH15[2]
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3 . Discuss logic of three-exposure hypothesis
and its role in media and vehicle selection
4. Describe use of efficiency-index procedurefor media selection
5. Distinguish differences among three formsof advertising allocation: continuous,pulsed and flighted schedules
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6 . Explain the principle of recency, or shelf-
space model, and implications forallocating advertising expenditures overtime
7. Perform cost-per-thousand calculations
8. Interpret output from computerizedmedia model
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In the late 1990s, Saab introduced a newluxury sedan:
the Saab 9-5
Saab had done little to expand its brand imagein U.S.
Historically it attracted younger customers, butneeded the luxury sedan to appeal to families
and older customers
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A mass-market advertising campaign wasundertaken with the following objectives:
1. Generate excitement for new 9-5 model line
2. Increase overall awareness for Saab name
3 . Encourage customers to visit dealers and test-drive
4. Retail 11,000 units of 9-5 during introductory year
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Television commercials were run on network TVand cable in May
A newspaper campaign began earlier in Marchwith ads in US A Today and Wall Street Journal
A ds also ran yearlong in several automobile
magazinesInternet banner ads were also run throughoutthe year
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Saab 9-5 Media Plan
Tactical Plan
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Saab 9-5 Media Plan
Magazine A d
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Saab (1)
The MartinA gency
Saab IMC Campaign
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Saab (2)
The MartinA gency
Saab IMC Campaign
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Saab 9-5 Media Plan
Dealer InformationKit
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Saab DealerVideo
The MartinA gency
Saab IMC Campaign
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Saab 9-5 Media Plan
Direct MailQuestionnaire
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Saab 9-5 Media Plan
Response to DirectMail Questionnaire
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Saab 9-5 Media Plan
Dealer LeadInformation Card
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Saab 9-5 Media Plan
Consumer TestDrive Contest
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Saab 9-5 Media Plan
Contest Entry Card
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1-800-COLLECT Media Strategy Guide
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1-800-COLLECT (1)
MVBMSMessner
Vetere BergerbMcNamee
Schmetterer/Euro RSCG
1-800-COLLECT
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1-800-COLLECT (2)
MVBMSMessner
Vetere BergerbMcNamee
Schmetterer/Euro RSCG
1-800-COLLECT
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1-800-COLLECT ( 3 )
MVBMSMessner
Vetere BergerbMcNamee
Schmetterer/Euro RSCG
1-800-COLLECT
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A dvertisers are placing more emphasis thanever on media planning
Choosing media & vehicles is the mostcomplicated of all marketing communications
decisions
A side from specific vehicles in media, theplanner has to choose geographical locations
and budget distribution over time
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Media Planning:
The design of a strategy that shows howinvestments in advertising time and space
will contribute to achievement of marketingobjectives
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A s shown in the figure, media planninginvolves coordination the coordination of
three levels of strategy formulations:
Marketing strategy
A dvertising Strategy
Media Strategy
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Marketing Strategy:
Provides impetus and direction for choice of both advertising and media strategies
Advertising Strategy:
Involves advertising budgets, objectives andmessage and media strategies± extends from overall marketing strategy
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Media Strategy:
Evolves from the advertising strategy.Consists of:
1. Selecting target audience;
2. Specifying media objectives;
3 . Selecting media categories and vehicles; and
4. Buying media
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Information used in segmenting targetaudiences for media strategy purposes:
1. Buyographics
2. Geographics
3 . Demographics
4. Lifestyle/psychographics
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1. What proportion of the population shouldbe reached with advertising messageduring specified period (reach)
2. How frequently should audience beexposed to message during this period(frequency)
3 . How much total advertising is needed toaccomplish reach and frequency objectives(weight)
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4. How should the advertising budget be
allocated over time (continuity)
5. How close to the time of purchase shouldthe target audience be exposed to theadvertising message (recency)
6 . What is the most economically justifiableway to accomplish objectives (cost)
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The p ercentage of the target audience that isexposed, at least once, within a time frame to
the vehicles in which the ads are placed
The time frame most commonly used is afour-week p eriod
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Reach represents the percentage of targetcustomers who have an opportunity to see
the advertisers message.
Other terms used by Media Planners todescribe reach:
1+ (read ³one-plus´)net coverageunduplicated audiencecumulative audience ( or ³cume´)
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1. More prospective customers are reachedby a media schedule using m ulti p le m edia
rather than a single medium
2. A nother influencing factor is the nu mb er and diversity of m edia vehicles used
3 . Reach can be increased by diversifying theday p arts used to advertise
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The number of times, on average, during amedia-planning period that members of thetarget audience are exposed to mediavehicles that carry the brand¶s ad
A ctually represents the media schedule¶saverage frequency
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Market Factors A ffecting Frequency
Market FactorsMarket Factors Type Type FrequencyFrequency
Brand HistoryBrand History New New HighHighBrand ShareBrand Share High High LowLowBrand LoyaltyBrand Loyalty High High LowLowPurchase CyclePurchase Cycle Short Short HighHighUsage CycleUsage Cycle ShortShort HighHighShare of VoiceShare of Voice High High HighHigh
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Message Factors A ffecting Frequency
Message FactorsMessage Factors Type Type FrequencyFrequency
Message ComplexityMessage Complexity Simple Simple LowLowMessage UniquenessMessage Uniqueness Unique Unique LowLowNewnessNewness NewNew HighHighImage FactorsImage Factors Image Image HighHighMessage variationMessage variation Little Little LowLow
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Media Factors A ffecting Frequency
Media FactorsMedia Factors Type Type FrequencyFrequency
ClutterClutter LowLow HighHighEditorial NatureEditorial Nature ConsistentConsistent LowLowA ttentivenessA ttentiveness High High LowLowSchedulingScheduling ContinuousContinuous LowLow
Number of MediaNumber of Media a Lot a Lot LowLow
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How much advertising volume is required toaccomplish advertising objectives
Three weight metrics:
Gross ratings
Target ratings
Effective ratings
How much advertising volume is required toaccomplish advertising objectives
Three weight metrics:
Gross ratingsTarget ratings
Effective ratings
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Determining GRPs in Practice
GRPs are ascertained by simply summing the
ratings obtained from individual vehiclesincluded in a prospective media schedule
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Target Rating Points (TRPs)
A djust a vehicle¶s rating to reflect just thoseindividuals who m atch the advertiser¶s target
audience
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Effective Rating Points (ERPs)
Effective reach
Effective frequency
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1. Estimate the ex p osure utility for eachlevel of vehicle exposure, or OTS, that aschedule would produce
2. Estimate the ex p osure distri b ution fromthe various media schedules that areunder consideration
3 . Estimate the value of each OTS level andthen the total value across all OTS levels
4. Develop an index of ex p osure efficiency
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The 2001 National Football League SuperBowl televised on CBS had a 41.1 rating
A dvertisers paid $2.05 million a 3 0 secondcommercial placing on the program
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Media Edge alternative media plan:
1. Buying advertising time on all networkprograms aired at the same time onTuesday night
2. Securing time on all network programs
aired at the same time on a Sunday night
3 . Purchasing a final single spot from the Foxnetwork¶s Saturday night programming
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People react negatively to ads placed onprograms contained in the alternative mediabuy
They react positively to ads placed on theSuper Bowl, those ads themselves are anevent
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How advertising is allocated during thecourse of an ad campaign
Continuous
Pulsing
Flighting
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A n equal or relatively equal amount of advertising dollars is invested throughout
the campaign
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Some advertising is used throughout thecampaign but the amount varies from period
to period
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The advertiser varies expendituresthroughout the campaign and allocates
z ero expenditure on some months
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1. Consumers¶ first exposure to anadvertisement for a brand is the mostpowerful
2. A dvertising¶s primary role is to influencebrand choice and it does influence choicefor the su b set of consu m ers who are in
the m arket for the product category atthe time a brand in that categoryadvertises
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3 . A chieving a high level of weekly reach fora brand should be emphasized overacquiring heavy frequency
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CPM = Cost of A
d / Number of Total Contacts
CPM-TM = Cost of A d / Number of TargetMarket Contacts
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Tradeoffs must be made as media plannersoperate under constraints of fixed advertising
budgets
³You can¶t have your cake and eat it too´
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A Dplus Software
1. User develops a m edia data b ase
2. User selects the criterion for scheduleo p ti m i z ation
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3. U ser s p ecifies constraints
4 . Once all the infor m ation is p rovided AD p lus seeks o p ti m u m m edia scheduleaccording to s p ecified o bj ective functionand su bj ect to satisfying the b udget and nu mb er-of-insertion constraints