Transcript class 19.1
Media Assignments
Hand in and discussion
3-***
Quiz
Chapters 9-10-11
Heavy on Ch. 11
Bring a calculator!
11-2
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Media
The Aperture Concept
Aperture: when
consumers are most
receptive to a brand
message.
The goal: reach the right
people at the right time
with the right message.
Reach/Frequency Strategies
Low reach/High frequency
High reach/Low frequency
Medium reach/Medium frequency
Reach vs. frequency
An age-old debate.
In some schools of thought, one is an effective
frequency level.
Meet John Philip Jones
The greatest commercial
ever made
11-6
Who am I?
11-7
The Second Greatest
11-8
High frequency or reach?
Page 323
“The goal of media planning is to maximize efficiency”
11-10
Sheehan’s 4th Law
“The goal of media planning is to maximize
efficiency and impact.”
Impact Efficiency = $/Impact
Goal: $/Impact, across time
Scheduling Strategies
Timing 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
period
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.
Where to spend your money.
Geography
CDI: Category Development Index
% of sales/% of population
BDI: Brand Development Index:
% of brand sales/% of population
11-14
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?
11-15
11-16
Some Final Thoughts
on Media
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If more people are turning out
commercials, what can be
done about it?
What are some strategies?
Back to the Future
The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
8-19
Bewitched Chevrolet
Bewitched Quaker
8-20
Content Wraps
Product Placement
8-22
Product Placement vs.
Product Payment
8-23
Media Industry Trends
Engagement guarantees
The captivating quality of media
to grab and hold attention.
Brand Touch Points
Merchandising and co-op.
Video Snippet
Hasbro sends one cohesive
message through several
media to drive sales.
8-24
Branded Content-Absolut
8-25
11-26
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The Central Role of Media
Research
11-33
Functions of a Media Buyer
11-34
Creative Execution
Assignment and Rubric
11-35
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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.
11-36