5. New price reduction
New distribution (stores that
now carry the brand)
New features of a product that
meet consumers’ needs
New advertising copy (new
words and/or pictures)
New sales promotion
incentives
New packaging
Sunday, 27 December 2009
6. New price reduction
New distribution (stores that
now carry the brand)
New features of a product that
meet consumers’ needs
New advertising copy (new
words and/or pictures)
New sales promotion
incentives
New packaging
Sunday, 27 December 2009
7. New price reduction
New distribution (stores that
now carry the brand)
New features of a product that
meet consumers’ needs
New advertising copy (new
words and/or pictures)
New sales promotion
incentives
New packaging
Sunday, 27 December 2009
8. New price reduction
New distribution (stores that
now carry the brand)
New features of a product that
meet consumers’ needs
New advertising copy (new
words and/or pictures)
New sales promotion
incentives
New packaging
Sunday, 27 December 2009
9. New models of the brand being
introduced
New media being used for the
first time
New positions in the store
where the brand is to be found
New servicing opportunities
New home-delivery patterns
New marketing and/or
advertising objectives for the
brand.
Sunday, 27 December 2009
10. New models of the brand being
introduced
New media being used for the
first time
New positions in the store
where the brand is to be found
New servicing opportunities
New home-delivery patterns
New marketing and/or
advertising objectives for the
brand.
Sunday, 27 December 2009
11. New models of the brand being
introduced
New media being used for the
first time
New positions in the store
where the brand is to be found
New servicing opportunities
New home-delivery patterns
New marketing and/or
advertising objectives for the
brand.
Sunday, 27 December 2009
12. The Required
Reach Level
Sunday, 27 December 2009
13. Given a marketing situation, there is no given reach level that
should be set for a media plan.
The required reach level is
(1) the product of tradition,
(2) experience,
(3) common sense and
(4) research done for particular brands in certain market
situations.
Most often, media planner sets the level basing on judgment
and experience rather than research evidence.
Sunday, 27 December 2009
16. The Desired Level of Brand Awareness
( )
Based on the marketing objective of brand awareness, media
planners may opt ( ) for a reach level equal or a bit
higher than the desired level of brand
awareness, on the assumption that not everyone
exposed to a vehicle will be exposed to the ad and the brand
name.
Sunday, 27 December 2009
18. Competitors’ Level ( )
One media-planning strategy might be to set a reach level equal to
or surpassing ( ) that of competitors who are deemed (
) to be vulnerable to attack ( ).
Sunday, 27 December 2009
19. Competitors’ Level ( )
One media-planning strategy might be to set a reach level equal to
or surpassing ( ) that of competitors who are deemed (
) to be vulnerable to attack ( ).
Presumably ( ) these competitors have products that are not as
good as the brand in questions, or perhaps they are not advertising
enough or to the right targets.
Sunday, 27 December 2009
21. Budget ( )
One strategy is simply calculating the amount of target reach
that can be afforded within the available budget, plus the
amount of continuity ( ) desired.
Sunday, 27 December 2009
22. Budget ( )
Another strategy is stretching ( ) media dollars and
reach as well, i.e. cutting the ad sizes so that more money
will be available to buy new reach.
(For Example, 30-sec TV commercial to be cut as a 15-sec TV
commercial)
Sunday, 27 December 2009
23. Budget ( )
There are two penalties ( ) for cutting the ad sizes.
(1) Firstly, the cost of smaller ad is not exactly proportional to
larger ad, e.g. a half-page ad may cost about 55-65% of the full-
page ad. ( 30 CUT 15
)
(2) Secondly, the smaller ad may have less communication value
( - ).
Sunday, 27 December 2009
25. Previous Levels
Probably the best level of reach is determined by looking at
what levels were used previously.
If a brand has successfully achieved certain marketing goals
in the past with a given level of reach, this same level (or
proportional adjustment) should probably be used again.
Sunday, 27 December 2009
28. The General Rule
Whenever repetition ( ), not dispersion ( ), is
the key selling strategy, by planner should emphasize
frequency.
Sunday, 27 December 2009
30. Situations for Using Frequency Strategy
Generally, high frequency is necessary to
(1) compete in a highly competitive
market or
(2) when a product is sold frequently.
Most planners find that there are two practical reasons for
needing more than minimum amounts of frequency.
Sunday, 27 December 2009
32. Threshold ( )
Not everyone hears or sees an ad the first time it appears
because so many ads bombard ( ) a person each day
that it is impossible for anyone to pay attention to all of
them.
Sunday, 27 December 2009
34. Threshold ( )
Not everyone hears or sees an ad the first time it appears
because so many ads bombard ( ) a person each day
that it is impossible for anyone to pay attention to all of
them.
Even if an individual has seen an ad many times, the person
might have absorbed ( ) little or none of the
information.
Sunday, 27 December 2009
35. Threshold ( )
Threshold is the no. of exposures that an average audience
will absorb the message.
Research has shown that there are indeed ( )
threshold levels for some advertising.
Sunday, 27 December 2009
37. Vehicle exposure
In media planning, research services measure vehicle
exposures.
Such measurement always overstates ( ) the number of
times a person is exposed to the ads (i.e. the advertising
exposure).
However, there is no syndicated ( ) research
measurement of ad exposure.
Sunday, 27 December 2009
39. Because of the above two reasons, planners often propose higher
frequency plan for ensuring the target audiences were exposed to
sufficient ads.
Many media planners believe that for effective communication to take
place, the target audience should receive at least three exposures.
(Similar findings from Naple Study)
Sunday, 27 December 2009
40. The Required
Frequency Level
Sunday, 27 December 2009
42. Uniqueness of Message ( )
The more innovative ( ) and unusual the message
is, the more likely consumers will notice it and pay attention
to it. As a result, less frequency level is required. (
frequency D)
The converse ( ) is also true
Sunday, 27 December 2009
44. Uniqueness of Message ( )
A rather ordinary ad message might need many more
than four exposures to be seen and remembered. (
)
Planners must be aware that creative executions vary
from brand to brand, and the creative element can
argue for more or less frequency than the competition
uses.
Sunday, 27 December 2009
47. Perceived Value of the Brand
( )
When a brand has higher perceived value, i.e. important and
easily perceivable benefits to customers, that is not shared
by competitors, then less frequency is called for.
For example, the brand “Apple” has an easily exploited (
) advantage over competitors.
Sunday, 27 December 2009
49. Perceived Value of the Brand
( )
But when a brand is very much like all other brands in a
product category, more frequency is necessary for the
message to be noticed or remembered.
Sunday, 27 December 2009
51. Competitors’ Levels ( )
Frequency level should equals or surpasses the direct
competitor’s level, with the objective of gaining an
advantage.
Sunday, 27 December 2009
55. Media Values ( )
Media value is simply the judgment that a given medium is
more effective for a brand and its creative message, thus
justifying more frequency in that medium.
Sunday, 27 December 2009
56. Media Values ( )
It is not merely the figures of CPM or CPP. It considers the
synergy between the creative message and the media itself,
which is then compared with the media cost.
Sunday, 27 December 2009
58. Effective
Frequency Level
Sunday, 27 December 2009
59. Although the three-plus level has been used for a number of years,
planners should not automatically assume this should be the goal
for every media plan.
One way to estimate the number of exposures needed for
communication to take place is to begin by reviewing the different
variables that can affect it. ( )
(
review)
Sunday, 27 December 2009
63. Scheduling ( )
Scheduling depicts ( ) the buying times and hence the
pattern ( ) by plotting the advertising timing on a
yearly flowchart ( ).
Sunday, 27 December 2009
64. There are three major methods of scheduling,
namely
continuity flighting pulsing
Sunday, 27 December 2009
66. first step
The first step in selecting the scheduling method (the
pattern) is to examine purchasing patterns for the product
category.
For example, Christmas trees are rarely purchased at any
time of the year other than November or December. This
would suggest the need for a seasonal flighting (or bursting)
adverting pattern.
Sunday, 27 December 2009
70. first step
In contrast, face soap is purchased throughout the year,
though with heavier consumption in the summer. Therefore,
the best scheduling plan might be pulsing (year-round
advertising with “heavy-up”, or extra weight, in the
summer)
Sunday, 27 December 2009
73. Continuity
The continuity pattern is continuous, e.g. one ad every day
for 365 days a year.
Sometimes, it comes with short gaps at regular intervals
when no advertising is done, e.g. one ad a week for 52
weeks. (But NOT one ad a month for 12 months).
Sunday, 27 December 2009
76. first reason
The first reason for continuity is that an advertiser has a
message that it does not want consumers to forget (
).
Sunday, 27 December 2009
83. it works as a reminder and keep the message always before
the consumer. (
)
it covers the entire purchase cycle because there will be no
gaping holes in time. (
)
Sunday, 27 December 2009
86. it works as a reminder and keep the message always
before the consumer. (
)
it covers the entire purchase cycle because there will be no
gaping holes in time. (
)
it is the most effective strategy by the recency theory.
(Recency Theory refers to the belief that advertisements
and promotions are most effective when they air
immediately pior to the time of decision and that the
influence of ad exposure diminishes with time.)
Sunday, 27 December 2009
87. Recency Theory
Recency Theory refers to the
belief that advertisements
and promotions are most
effective when they air
immediately pior to the
time of decision and that
the influence of ad exposure
diminishes with time.
Sunday, 27 December 2009
91. In addition, the advertiser will have the advantage in
obtaining certain kinds of desirable positioning (
) within media, including broadcast and print media.
Sunday, 27 December 2009
93. Flighting ( )
Flighting (or Bursting) is an intermittent ( )
pattern with gaps of time when no advertising is done, e.g.
advertising done once a month.
Sunday, 27 December 2009
99. Advantages
it allows the advertiser to meet competition better by
placing advertising at most favorable times relative
to competition. (
)
Sunday, 27 December 2009
100. Advantages
it allows the advertiser to meet competition better by placing
advertising at most favorable times relative to competition.
( )
it can precisely ( ) reach the best purchasing cycle
( ) periods with little waste when buying is slow
Sunday, 27 December 2009
102. second reason
The second reason for using flight is budget limitation
or sharp sales fluctuations ( ). The
advertiser buys ads only when sales are growing and drops
out when sales trends are declining. (
...)
Sunday, 27 December 2009
104. third reason
The third reason is that flighting allows planners to
support advertising in one medium by
another medium simultaneously ( ),
e.g. use TV as the basic medium and add some radio and
newspaper ads at same times.
Sunday, 27 December 2009
106. Finally
Finally, flighting allows a series of ads to appear as a
unified ( ) campaign rather than as a series
of unrelated ( ) ads.
Concentrating them a certain times of the year causes the
ads to appear to consumer as part of a single
communication entity ( )
Sunday, 27 December 2009
108. So much advertising may be concentrated in one
time period that the effectiveness wears out
before the flight is over (
)
Sunday, 27 December 2009
109. So much advertising may be concentrated in one
time period that the effectiveness wears out
before the flight is over (
)
So much time may elapse ( ) between
flights that consumers might forget the essence of
advertising message. (
)
Sunday, 27 December 2009
110. So much advertising may be concentrated in one time
period that the effectiveness wears out before the flight is
over ( )
So much time may elapse ( ) between flights that
consumers might forget the essence of advertising
message. (
)
Competitors sometimes take advantage of the advertiser
by placing heavy ad precisely at the time the advertiser is
not advertising. (
)
Sunday, 27 December 2009
114. Pulsing ( )
Pulsing is a mixture of continuity and flighting, and
represents the best of both techniques. (
)
Pulsing is the safest of the three because it covers different
marketing situations. It best fit product categories
that are sold year-round but heavier
concentrations of sales at intermittent
periods.
Sunday, 27 December 2009
