Transcript Media Strategy Lecture

Media Strategy
Professor Close & Professor Dudo,
The University of Texas at Austin
CASE: HEALTHY DOG GOURMET
Guidance:
• Please create a media schedule and CPM
analysis prior to making your decision
• I will provide these and go over them
• Don’t be constrained by the client’s media
plan (i.e., your client is not always right- why
are they hiring you?)
• Keep the client budget in mind- do not go
over this or recommend them to increase the
budget
• A 10% contingency is appreciated
IBP PROCESS
Situation
Analysis
Measurable
Objectives
Budget
Creative
Strategy
Media
Strategy
TAKE HOME MESSAGE
Even the best messages will be useless if they
don’t reach the target audience
SET A MEDIA OBJECTIVE
“To reach 60% of males aged 25-35 that are cycling enthusiasts 3
or more times each month during the first 6 months of the
introduction of a new product.”
Address the psychographic and demographic target market and
find the media that matches the market best given your budget
MEDIA PLANNING
Media Plan
Specifies media in which advertising
message will be placed to reach
desired audience(s).
Media Class
A single form of communication
(TV, radio).
Media Vehicle
Specific option within a class
(Nat Geo mag).
Media Mix
Blend of different media to reach
target audience.
MEDIA PLANNING
Many choices to allocate among:
TV
Magazine
Radio
Newspaper
Outdoor
Etc.
MEDIA PLANNING
Above-the-line:
Traditional measured media (TV, radio, NPs, etc.)
Below-the-line:
Unmeasured media/IBP tools (more efficient)
CHANGES IN MEDIA PLANNING
More media:
Traditional media lines are blurred
Firms push “news” stories into media
Movies/videos can be promotional vehicles
Social media offer new (cheap) opportunities
CHANGES IN MEDIA PLANNING
Globalization:
Media now exists in transnational space
Search engines don’t care about
geography
Free content:
Consumers now used to free content
Nontraditional media are attracting more $
CHANGES IN MEDIA PLANNING
Consumer in charge:
Marketers no solely in charge of
brand; consumers have more power
Clutter & ad avoidance:
Consumers choosing no-ad channels (e.g., radio)
and have new tools (e.g., DVR)
People will to pay to avoid ads
THE OVERALL MEDIA PLAN
SETTING MEDIA OBJECTIVES
ID target audience
Geographic Mkt
Timing & Continuity
Media fit
Size & length
MEDIA
SELECTION
PROCEDURES
Reach
Frequency
GRP, CPM…
SETTING MEDIA OBJECTIVES
1. Identify
target
audience:
Must find similarities between the target
market and media audience
Not easy! … apples & oranges problem
“Oops!” potential
SETTING MEDIA OBJECTIVES
Kids love me!
SETTING MEDIA OBJECTIVES
2. Select
geographic
market:
Demand varies; sales are seldom
consistent everywhere
Means that ADV must vary according to
geographic locations
Geo-targeting
SETTING MEDIA OBJECTIVES
TIMING & CONTINUITY STRATEGIES
Continuous
Spread ADV continuously and
evenly over the length of the
campaign
Pulsing
Intensify ADV before an open
aperture then reduce ADV until the
next open aperture
Flighting
Alternating periods of intense ADV
and periods of no ADV
SETTING MEDIA OBJECTIVES
Campaign time
Anthony Dudo ©
Flighting
$ Spent
$ Spent
Pulsing
Campaign time
SETTING MEDIA OBJECTIVES
Chosen media must be compatible with the
advertising strategy
4. Media fit:
Chose media must reflect positively on
the brand – the tone must be appropriate
The source itself can have an effect
SETTING MEDIA OBJECTIVES
SETTING MEDIA OBJECTIVES
Must determine the appropriate size (static) or
length (broadcast) of the ad
5. Size &
length:
Research is inconclusive
Choose size & length based on objectives
Ex) awareness = short spot
knowledge = long spot
MEDIA SELECTION STRATEGIES
When
selecting
the specific
ADV media:
Reach – the # of different people exposed to
the message
Frequency – the degree of exposure repetition
Must determine the efficiency of different media
vehicles
MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Impression – one person’s opportunity to be
exposed to an ad
Gross
Impressions:
Impressions are a measure of the size of the
audience for one media or a combo of media
vehicles
Gross impressions are the sum of the audiences
of all media vehicles during a certain span of
time
MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES OF EFFICIENCY
Media
Vehicle
Target
Impressions
Number of
Ads
Total Target
Impressions
David
Letterman
Show
500,000
4
2,000,000
The Colbert
Report
1,000,000
3
3,000,000
Gross
5 Million
Impressions =
MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
AKA – cost per thousand (CPM)
Efficiency:
Unlike impressions, CPM is focused on cost
Given cost constraints, media is selected that
will expose the largest target audience for the
lowest price
MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
AKA – cost per thousand (CPM)
Efficiency:
Unlike impressions, CPM is focused on cost
Given cost constraints, media is selected that
will expose the largest target audience for the
lowest price
MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Cost of media buy
CPM =
X 1000
Total target audience
MEDIA SELECTION STRATEGIES
SOME STANDARD MEASURES FOR SELECTING MEDIA
Magazine example: An issue of Real Simple has 2M readers who
could be considered a target audience. The advertising unit is a
four-color page with a rate of 15K.
$15,000
CPM =
X 1000
2,000,000
$7.50
THE LAY OF THE LAND
THE LAY OF THE LAND
MEDIA PLANNING: SOCIAL MEDIA
Social Networking:
New paradigm in media planning
Marketer (brand) to consumer,
then consumer to consumer
Marketers can use social media at a fraction of the cost of
traditional media
Social media used to create “buzz” or “viral” effect
IN DEFENSE OF TRADITIONAL ADVERTISING
There are some things you just can’t accomplish without
traditional mass media advertising
The Super Bowl and
Olympics deliver a
truly MASS audience
Brand building still
needs traditional ads
… for now
MAIN PURPOSE OF THE MEDIA PLAN
To deliver the right message to the appropriate
target audience as many times as necessary to
achieve the goals of the advertising campaign