Setting Objectives II: Media -...
Transcript of Setting Objectives II: Media -...
Setting Objectives II: Media
JMC 222 Media PlanningDepartment of Media & CommunicationHanyang University
Setting Media Objectives
� Three key dimensions
Media
Time Space
People
Setting Media Objectives
Media Objectives
Media Strategies
Media Tactics
Goals & Justifications Methods
Setting Media Objectives
� Media objectives
� Specific message delivery goals established by the campaign planner.
� Should be stated as quantifiable, measurable objectives within a certain time period.
� Stated in terms of reach and frequency against the target audience for the time period outlined
Setting Media Objectives
� When to emphasize reach
� Factors to consider
� New-product introduction- Introducing new product/feature- Increasing brand awareness
� Advertising support for sales promotion� Competitors’ levels� Budget� Previous reach levels
Setting Media Objectives
� When to emphasize frequency
� Factors to consider
� Uniqueness of message� Plain message needs repetition
� Perceived value of the brand� If a brand is not outstanding…
� Noise level� How many competitors are there?
� Competitors’ levels� Budget
Setting Media Objectives
� Media objectives (cont’d)
Ostrow’s model for effective frequency
1. Marketing factors
Established brands -2 -1 +1 +2 New brands
High market share -2 -1 +1 +2 Low market share
Dominant brand -2 -1 +1 +2 Less well-known brand
High brand loyalty -2 -1 +1 +2 Low brand loyalty
Used occasionally -2 -1 +1 +2 Used daily
Setting Media Objectives
� Media objectives (cont’d)
Ostrow’s model for effective frequency (cont’d)
2. Copy factors
Simple -2 -1 +1 +2 Complex
Usual -2 -1 +1 +2 Unusual
Continuing -2 -1 +1 +2 New
Product sell type -2 -1 +1 +2 Image type
Larger ad units -2 -1 +1 +2 Small ad units
Setting Media Objectives
� Media objectives (cont’d)
Ostrow’s model for effective frequency (cont’d)
3. Media factors
Cluttered -2 -1 +1 +2 Not cluttered
Attentive -2 -1 +1 +2 Not attentive
Continuity -2 -1 +1 +2 Flighting/Pulsing
Few media used -2 -1 +1 +2 Many media used
Compatible contents -2 -1 +1 +2 Incompatible
Time
� When to advertise (cont’d)
� Scheduling
� Continuity
� Covers the entire purchase cycle
� Larger media discounts
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Time and Market
� When to advertise (cont’d)
� Scheduling
� Flighting
� When there is large sales fluctuation
� When budget is constrained
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Time and Market
� When to advertise (cont’d)
� Scheduling
� Pulsing
� A mixture of continuous and flighting
� The safest scheduling method
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Space
� Geographic weighting� Considering one or more markets with more sales potential
� Reasons for geographic weighting� Markets are rarely equal in $ value� Media exposure potentials (GIs) vary � Media costs vary across markets
Market %HHs Spot TV CPM
New York 6.82 $49.84Chicago 3.18 $61.58Albany 0.13 $91.33Utica, NY 0.08 $132.61
Space
� Forms of weighting
� Dollar allocation technique� Allocating proportionally more money to good markets (in terms of sales)
Ex) If market A accounts for 10% of total sales, it receives 10% of ad budget
� This technique does not consider varying media costs across markets
Space
� Forms of weighting
� Gross impression weighting� Budgets are allocated on the basis of gross impressionsdesired� Good markets are budgeted to receive more impressions
Market Sales $Ad CPM GIsA 10% $100,000 $2.50 40mil.B 10% $100,000 $3.75 27mil.
Competition
� How much to spend
� Money to message impression ratio
� Ad expenditures do not always meet the share of messages
Brand Market Share(%)
Share of $$(%)
Message Share(%)
A 35 25 19
B 26 25 28
C 17 16 16
D 8 8 12
E 7 4 6
Competition
� How much to spend
� Peckham’s formula� Desired market share x 1.5 = necessary SOV
� This formula demonstrates that even when you don’t know the real relationship btw ad expenditure and market share – you can estimate how much you’ll probably need to spend by assuming there is a 1:1.5 ratio btw market share and advertising for any product
E.G., Desired market share = 20%Necessary SOV = 20 x 1.5 = 30%
Any question?