Transcript Planning Media Strategies

Planning Media Strategies
A. Guidelines for a Creative Media Strategy
B. Quantitative vs. Qualitative Factors
A.
Guidelines for a Creative Media Strategy
 Make the media strategy different from and more
innovative than competitors’ media strategies
 The ability to be creative does not depend on
additional dollars
 A creative media strategy is dramatic, rather
ordinary
 A creative media strategy should be relevant to the
problems of the advertised brand
Media strategy should start with quantitative proof
of the best media choices and usages – But then go
beyond numbers
B.
Quantitative Factors vs. Qualitative Factors
1.
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Quantitative Factors
CPM and GRPs have been historically the
two major criteria by which a given schedule
is evaluated, or a set of alternative
schedules are compared.
The criteria above, however, don't take into
account the effectiveness of the schedule.
2.
Qualitative Factors
1) Media (Class or Vehicle) Source
Effects.
ask if an exposure in one type of medium such

as TV will have more impact than another type of
media such as newspaper.
Media Class Effects
- how different media, such as TV, radio,
newspapers,
billboards can influence the
impact of your ad
- which medium will work best for your specific ad
Vehicle Source Effects
1)
Editorial environment
(e.g., one magazine has editorial content
that produces a better environment for your
ad)
2)
Product and Image Fit
(e.g., a magazine's prestige rubs off on your
ad)
3)
Technical Capabilities
(i.e., audio, visual, color fidelity, ad
reproduction quality, production options and
Vehicle Source Effects
4)
Competitive Use of the Given Vehicle
(level of competitive message clutter)
5)
Message Clutter (overall)
6)
Commercial Exposure Llikelihood (given
vehicle exposure)
- may depend on audience interest and
involvement, etc.
7)
Copy Factors (Appeals used, Message
Complexity,
Size & Color of the Ad)
2. Repetition Effect
What is the optimal level of exposure for an ad
to be effective and not to provoke a negative
consumer reaction?

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The work of Krugman (a minimum of three
exposures)
Optimal level of exposures depends on many
factors (the type of products being advertised, the
creative approach, type of appeal used, medium
the ad is placed, the complexity of the copy, etc.)
Discussed already in Assignment 21
3.


Advertising Wearout
The effect of advertising gets smaller and smaller
and additional exposures no longer have a
positive impact on the audience
The more repetitions you use, the more you run an
ad the bigger the problem of wear out becomes
3.

Advertising Wearout
Ways to reduce wearout.
- make great ads
- use a number of different ads in the same
campaign
- use multiple executions of the same ad (e.g.,
changing
small details in the same ad
can be much cheaper
than designing and
producing several different ads
- use longer ads first and shorter ads later
- spread out the times at which the ad is run.
Don't run the ad nonstop all year, you give it a
rest at times.