Transcript Document

Interactive Ad of the Day
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Let us pause and pay tribute
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C3 Ratings
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3-***
Advertising Principles
and Practices
Media Planning
and Buying
Key Media Planning Decisions
Target Audience and
Media Use
 Match the advertiser’s target with
a particular medium’s audience.
The Aperture Concept
 Aperture: when consumers are
most receptive to a brand
message.
 The goal is to reach the right
people at the right time with the
right message.
Principle:
Advertising is most effective when it reaches the right people
at the right time and place with the right message.
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The Core Concepts
• Reach: % of audience exposed at least
once.
• Frequency: # of times a person sees it, on
average.
• Effective reach: % of people who’ve seen
it 3+ times (or more).
• Frequency distribution: Exactly how
many see how often.
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Key Media Planning Decisions
Principle:
Reach is the first place to start in setting
objectives for a media plan.
Principle:
The tighter the focus on a target market, the easier it
is to find appropriate media to deliver a relevant
message
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Delivering on Objectives
 Plans may emphasize reach or frequency
 High reach strategy
 Used to deliver reminders for well-known products
 Used to launch a new, easy-to-understand product
 Low frequency strategy
 Used with well-known brands and simple messages
 High frequency strategy
 Used with more complex products that require repetition
 Used to build excitement about a new product or event
 Used to counter competition or build share of voice
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Because frequency is an average
• …it can be misleading
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Frequency Distribution
Quintile
Frequency
Top 20%
30
20%
9
20%
8
20%
3
Bottom 20%
1
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Who am I?
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Back in the day or why is a
soap opera a soap opera?
• The Hucksters
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Repeat it, repeat it, repeat it.
• What media concept is Mr. Evans a fan
of?
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Reach vs. frequency
• An age-old debate.
• In some schools of thought, one is an effective
frequency level.
• Meet John Philip Jones
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The greatest commercial
ever made
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Who am I?
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The Second Greatest
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Page 323
“The goal of media planning is to maximize efficiency”
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Sheehan’s 4th Law
“The goal of media planning is to maximize efficiency
and impact.”
In other words,
Efficiency = $/Impact
Efficiency Goal: $/Impact, across time
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Cost Efficiency: CPMs and CPPs
• Used to measure
a target
audience’s size
against the cost
of reaching that
audience
Cost per thousand (CPM)
Cost of message unit
x 1,000
Gross Impressions
Cost per point (CPP)
Cost of message unit
Program or issue rating
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Practice Sheets
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Back to the Future
The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
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• Bewitched Chevrolet
• Bewitched Quaker
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Product Placement
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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.
Geography
• CDI: 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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Delivering on the Media
Mix Strategy
 Media Weighting
 How much to budget in each DMA or
region and for each target group.
 Used with seasonality, geography,
audience segments, or level of brand
development by DMA.
 Size, Length, and
Position
 Based on advertising objectives.
 A technical/informational ad may
require more time or space while a
reminder add will require less.
 Media Optimization
Modeling
 A computer technique that enables
marketers to determine the relative
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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
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The Media Budget
• The 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
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The Central Role of Media
Research
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Media Buying
• A media plan is a set of
recommendations a client must
approve before further action.
• Once approved, media buyers convert
objectives and strategies into tactics.
– Provide inside information to media
planners
– Select specific media vehicles
– Negotiate and contract for time and space
– Bargain for preferred positions
– Secure extra support/value-added media
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Functions of a Media Buyer
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