Transcript class 18
Media Case Study-Audi
• Audi launched its A3
hatchback on a comparatively
reduced budget.
\ a Web-based
• They used
alternative reality game to
reach the skeptical, affluent
Visit the
24- to 30-year- old males.
Site
• A variety of media drove
traffic, created buzz,
and engaged the
audience.
Prentice Hall, © 2009
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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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Content Wraps
Saatchi, Zenith and Toyota partnered with The CW
Network, D.C. Comics, and Warner-Brothers Studios to
develop a customized experience
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Product Placement
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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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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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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 media
allocations
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Major
Sections of
a Media
Plan
• Objectives
• Strategic plan
development:
consumer
insights
• Key media
strategies
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The Central Role of Media
Research
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Functions of a Media Buyer
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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.
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