1. ADVERTISING PRACTICE
IN A DIVERSE SOCIETY
Discussion 16
How the
pros do it –
media planning
and buying
April 1, 2014
2. Name tags out
Cell phones off
Campaign project
Questions on Situational Analyses?
Bring questions on Media Plan
Eric Mower Speaker Series
Focus group opportunity
New syllabus posted
HOUSEKEEPING
3. Media buying toplines
Tips how to think about media planning
Media planning and IMC – integrating media
with the shopper’s journey and contact points
TODAY WE’LL EXPLORE
4. Media’s role and impact in the Customer Journey
Types of media and purpose
Fundamentals of media selection and buying
WHAT’S REALLY IMPORTANT IN MEDIA?
5. Media’s role and impact in the Customer Journey
Types of media and purpose
Fundamentals of media selection and buying
WHAT’S REALLY IMPORTANT IN MEDIA?
8. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
Understand their lifestyle and life stage; other segmentation?
The tighter the focus on the target audience, the easier it is to
find appropriate media to deliver a relevant message.
Know their patterns. Remember: media consumption is
habitual.
Every media audience is different and varies regarding what
percent of its audience is in the brand’s target audience.
Often, more than one media vehicle is required to reach a
sufficient number of targets. It’s hard to “reach everyone at
once.”
FOUR KEY STEPS IN MEDIA PLANNING
9. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
So ask yourself – Better yet, conduct audience research
Do I know my target?
FOUR KEY STEPS IN MEDIA PLANNING
10. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
So ask yourself – Better yet, conduct audience research
Do I know my target? Their demographic profile? Segment?
Attitudinal and behavioral profiles? What’s their persona tell me
about her? Do you need to reach an individual or a household?
Do I understand their life styles…their life patterns?
FOUR KEY STEPS IN MEDIA PLANNING
11. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
So ask yourself – Better yet, conduct audience research
Do I know my target? Their demographic profile? Segment?
Attitudinal and behavioral profiles? What’s their persona tell me
about her? Do you need to reach an individual or a household?
Do I understand their life styles…their life patterns? Is she a soccer
mom? A fashionista? Does he drive to work or take the train?
What are their media consumption patterns?
FOUR KEY STEPS IN MEDIA PLANNING
12. 1. Identify your target audience
(Remember: Media planning begins and ends with the
consumer)
The target audience
So ask yourself – Better yet, conduct audience research
Do I know my target? Their demographic profile? Segment?
Attitudinal and behavioral profile? What’s their persona tell me about
her? Do you need to reach an individual or a household?
Do I understand their life styles…their life patters? Is she a soccer
mom? A fashionista? Does he drive to work or take the train?
What are their media consumption patterns? Does he read the
newspaper every day?
FOUR KEY STEPS IN MEDIA PLANNING
13. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The reach objective
The percent of people exposed to a brand message one or
more times within a specified period of time.
Reach is the first place to start when setting media objectives.
Targeted reach is the percentage of a media vehicle’s audience
that matches your target audience profile.
Wasted reach is the audience a media vehicle delivers (and
that you pay for) that does not match your target’s profile.
Biggest reach for least money.
FOUR KEY STEPS IN MEDIA PLANNING
14. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The REACH objective
So, ask yourself:
What kind of product is it? Is it used/purchased by “everyone”? Or by a
certain group(s)?
Who in the household makes the buying decisions for which product?
Where and how does your brand intersect with the household or
individual’s lives?
What are the media consumption/exposure patterns that intersect?
What media categories best reach my target? What’s the best match
of media audience delivery to the target?
FOUR KEY STEPS IN MEDIA PLANNING
15. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
Frequency is the amount of repetition of a message.
Average frequency
The typical measure…the average number of times someone sees/hears a
message; the range is wide and can be misleading.
Frequency distribution
Shows average exposure opportunities by groups of audience members
called “quintiles” (5 groups of an audience, each group = 20%) and help
you determine the levels of heavy to light media users.
Rule of thumb: A minimum of three exposures to have any effect; 3 to 10
exposures depending on the buying cycle, product, etc.
FOUR KEY STEPS IN MEDIA PLANNING
16. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
So consider and study:
What’s the nature of your product, problem and proposition?
FOUR KEY STEPS IN MEDIA PLANNING
17. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
So consider and study:
What’s the nature of your product, problem and proposition? Is the
product and message simple or complex? Will conviction and
persuasion be difficult? Will you need to “work on” your target?
What is the purchase interval for the product?
FOUR KEY STEPS IN MEDIA PLANNING
18. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
So consider and study:
What’s the nature of your product, problem and proposition? Is the
product and message simple or complex? Will conviction and
persuasion be difficult? Will you need to “work on” your target?
What is the purchase interval for the product? Is it milk and bread?
Or, is it a car? Specific purchasing time, e.g. candy for Halloween?
How cluttered is the media?
FOUR KEY STEPS IN MEDIA PLANNING
19. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
So consider and study:
What’s the nature of your product, problem and proposition? Is the
product and message simple or complex? Will conviction and
persuasion be difficult? Will you need to “work on” your target?
What is the purchase interval for the product? Is it milk and bread?
Or, is it a car? Specific purchasing time, e.g. candy for Halloween?
How cluttered is the media? Lots of competitive noise? Lots of ads
like during election season?
FOUR KEY STEPS IN MEDIA PLANNING
20. 2. Set communications and media objectives
(What does your communications need to do…what problem can
communications solve and for media, what can it do to deliver
brand messages to your target audience?)
The FREQUENCY objective
So consider and study:
What’s the nature of your problem and proposition? Will conviction
and persuasion be difficult? Will you need to “work on” your target?
What is the purchase interval for the product? Is it milk and bread?
Or, is it a car? Specific purchasing time, e.g. candy for Halloween?
How cluttered is the media? Lots of competitive noise? Lots of ads
like during election season?
Does your brand have high awareness and do people associate your
brand for the right reasons?
FOUR KEY STEPS IN MEDIA PLANNING
21. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What’s the geographical play?
Do you need to roll out by certain regions or DMAs?
Are certain regions high users or do you want to target a region?
CDI tells where the product category is strong and weak in given geos;
BDI tells where the brand is strong and weak in given geos (Don’t
worry about CDI/BDI for your projects.).
FOUR KEY STEPS IN MEDIA PLANNING
22. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
Media mix and selection
Media type/platforms –
FOUR KEY STEPS IN MEDIA PLANNING
23. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
Media mix and selection
Media type/platforms – TV (cable or network), print, radio, online,
outdoor. Which deliver the best access to the audience?
Media character or subject
FOUR KEY STEPS IN MEDIA PLANNING
24. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
Media mix and selection
Media type/platforms – TV (cable or network), print, radio, online,
outdoor. Which deliver the best access to the audience?
Media character or subject – News, sports, home, food, art, crafts,
history, travel, ethnic, etc.
Geographic – Local, regional, national, international, global
FOUR KEY STEPS IN MEDIA PLANNING
25. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
Media mix and selection
Media type/platforms – TV (cable or network), print, radio, online,
outdoor. Which deliver the best access to the audience?
Media character or subject – News, sports, home, food, art, crafts,
history, travel, ethnic, etc.
Geographic – Local, regional, national, international, global
Do you need to roll out by certain regions or DMAs? Is there a market test?
Are certain regions high users? Need higher penetration in a region?
CDI tells where the product category is strong and weak in given geos; BDI
tells where the brand is strong and weak in given geos (Don’t worry about
CDI/BDI for your projects.).
FOUR KEY STEPS IN MEDIA PLANNING
26. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about scheduling? When should your target be exposed
to your brand’s message?
Aperture:
FOUR KEY STEPS IN MEDIA PLANNING
27. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about scheduling? When should your target be exposed
to your brand’s message?
Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
Seasonality:
FOUR KEY STEPS IN MEDIA PLANNING
28. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about scheduling? When should your target be exposed
to your brand’s message?
Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
Seasonality: Holidays, special events, weather-related.
Lead time:
FOUR KEY STEPS IN MEDIA PLANNING
29. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about scheduling? When should your target be exposed
to your brand’s message?
Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
Seasonality: Holidays, days of the week, time of day, back to school.
Lead time: The time between thinking about buying and buying.
Duration:
FOUR KEY STEPS IN MEDIA PLANNING
30. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about scheduling? When should your target be exposed
to your brand’s message?
Aperture: Refers to when consumers are most receptive, the ideal
time to reach them, e.g. when is the ideal time to advertise movies?
Seasonality: Holidays, days of the week, time of day, back to school.
Lead time: The time between thinking about buying and buying.
Duration: How long will you need to reach the goal? Too long could
equal “wearout” and too short may lack impact. What’s the nature of
your situation and what does the audience know about your brand?
FOUR KEY STEPS IN MEDIA PLANNING
31. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about continuity? What’s the cycling of your media plan?
Continuous: spreads ads evenly over a campaign period (your
campaign projects/budgets are for one year but you don’t have to
advertise all year), e.g. daily customers, very frequent purchase/use.
Pulsing:
FOUR KEY STEPS IN MEDIA PLANNING
32. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is
the best way to reach the right people at the right time with what
you have to spend?)
What about continuity? What’s the cycling of your media plan?
Continuous: spreads ads evenly over a campaign period (your
campaign projects/budgets are for one year but you don’t have to
advertise all year), e.g. daily customers, very frequent purchase/use.
Pulsing: places advertising in intensified peaks before an aperture and
reduces to lower levels until the aperture opens; bursts of activity, e.g.
daily/regular interval customers plus promotional periods/special
events.
Flighting:
FOUR KEY STEPS IN MEDIA PLANNING
33. 3. Develop media strategies
(How will your media plan accomplish the objectives? What is the
best way to reach the right people at the right time with what you
have to spend?)
What about continuity? What’s the cycling of your media plan?
Continuous: spreads ads evenly over a campaign period (your campaign
projects/budgets are for one year but you don’t have to advertise all year),
e.g. daily customers, very frequent purchase/use.
Pulsing: places advertising in intensified peaks before an aperture and
reduces to lower levels until the aperture opens; bursts of activity, e.g.
daily/regular interval customers plus promotional periods/special events.
Flighting features alternating periods of intense advertising
activity/bursts and no advertising/hiatus, e.g. allows for a long-term
campaign without the cost. Problem: out of sight/out of mind.
These happen within a campaign period which can be a week, month,
season, year.
FOUR KEY STEPS IN MEDIA PLANNING
34. 4. Set metrics and analytics
(What are the numbers of your plan? How will you back up
recommendation with statistics?)
Impression – One person’s opportunity to be exposed one time to an
ad in one specific vehicle.
Rating – The audience of a particular program or station at a
specific period of time expressed as a percent of total households .
The percent sign is not shown, and the rating may represent
household viewing or a specific demographic audience segment's
listening or viewing.
Share – The audience of a particular television program or time
period expressed as a percent of the population viewing TV at that
particular time. Share, then, is a percent allocation of the viewing
audience. Share is usually reported on a household basis.
FOUR KEY STEPS IN MEDIA PLANNING
35. 4. Set metrics and analytics
(What are the numbers of your plan? How will you back up
recommendation with statistics?)
GRPs (Gross Rating Points) are found by multiplying each media
vehicle’s rating (how many households a given program reaches) by the
number of insertions and appearances, then adding up the total of all
vehicles.
TRPs (Targeted Rating Points) adjusts the GRP calculation so it more
accurately reflects the percentage of the target audience watching the
program, thus reducing waste coverage.
CPP (Cost per Point) is the cost to reach 1 point of rating or 1% of the
target audience
CPM (Cost per Thousand) is the cost to reach get 1,000 impressions
(e.g. use to compare one magazine to another).
.
FOUR KEY STEPS IN MEDIA PLANNING
37. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
Customer Journey
38. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
39.
40. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
41. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
42. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Advertising
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
43. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
44. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows; direct/email post show
• Websites, “build-it/price-it” apps
• Offers
• Ratings and reviews, owner experiences via chat, blogs, WOM
• Articles
45. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
46. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
47. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
“Whew! Glad
that’s over and
glad I made the
right choice.”
Goal: Loyalty and
Advocacy
48. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
“Whew! Glad
that’s over and
glad I made the
right choice.”
Goal: Loyalty and
Advocacy
• WOM
• Social media
• Sharing and chat
• Brand
experiences;
“owners clubs”
• Testimonials
• Reference,
reviews and
rewards
49. “Gaads, I need some wheels! I’m thinking
sporty, utility or economy. Hmmm.”
“A few cars come
to mind, first off.”
Goal: Awareness
• Advertising
• PR, stories
• Observation
• Friends, family
• Observation
• Sponsorships
“Cars cost a lot of
money. Better do
some research.”
Goal:
Consideration
• Online search
• Websites, blogs
• Product reviews
• Friends, family
and WOM
“Well, as I learn more, I’m starting to realize what I want.”
Goal: Influence and Persuade
• Experiences, test drive, sampling, auto shows
• Websites, “build-it/price-it” apps
• Offers, coupons, direct mail, email
• Ratings, owner experiences via chat, blogs
• Articles and advertising
“I’m ready to buy.
Now where and
how much?”
Goal: Conviction
and Persuasion
• Offers
• Advertising
• Packaging
• In-store
merchandising
• Personal selling
• Sales tools
“Whew! Glad
that’s over and
glad I made the
right choice.”
Goal: Loyalty and
Advocacy
• WOM
• Social media
• Sharing and chat
• Brand
experiences;
“owners clubs”
• Testimonials
• Reference,
reviews and
rewards
Any questions?
50. THE IMC/MEDIA PLAN
June
Week 4
Sat Sun Mon Tue Wed Thu Fri
25-Jun 26-Jun 27-Jun 28-Jun 29-Jun 30-Jun 1-Jul
Insert Prospect
Event
Independence Day Event
Offer 2015/ EVERYTHING IS ON SALE
AV Spot Bank
kiHome Quality & Brand 1
spot
Bedding/Promo
Bedding Version of event
Summer Bedding promo
(2)
Total Media
Insert 4,300,000 (newspaper) 4,300,000
DM 0
Web 800,000 950,000 940,000 500,000 500,000 750,000 750,000 5,190,000
Email 200,000 (event) 15,000 (prospect) 215,000
TV 60 75 90 85 110 100 110 630
Radio 20 15 50 70 155
2011 Sales $4.4 $3.7 $2.79 $2.47 $4.82 $2.41 $3.35 $23,936,035
2010 Sales $4. $3.79 $2.59 $2.72 $4.55 $2.56 $3.35 $23,570,345
Sales Change $0.397 -$0.091 $0.198 -$0.254 $0.272 -$0.152 -$0.003 $365,690
2011 Ups 8,412 5,949 5,424 4,825 6,165 4,665 6,014 41,454
2010 Ups 7,016 5,982 4,873 4,887 5,878 4,860 5,692 39,188
Ups Change 1,396 -33 551 -62 287 -195 322 2,266
51. Follow the planning process – ask yourself those questions,
research the answers.
Media offers us many choices and many options. But focus on
the consumer and her need/want, her habits and behaviors, the
product/brand and your objectives to frame your selection.
Media consumption is habitual. Take advantage of it.
Consider the customer and the journey. Be mindful of the
pattern. Be a good matchmaker.
KEY TAKEAWAYS
53. Read Chapter 14
Read headlines www.adage.com
Media workshop Thursday: Change in plan
Final version of Situational Analysis and Media Plan due 4/15 by
class time
Look for the Creative Assignment by Friday 4/4 EOD
Quiz coming: Moving quiz from 4/8 to 4/10 – On Chapters 11, 12,
13, 14 – Look for Study Guide by Friday EOD
Optional Homework – Worth 2 points in your extra credit bank
BE PREPARED
54. A one-month media schedule consists of the following:
One magazine with a total circulation of 1,000
Three TV programs reach households of 1,000 each
A highway billboard with 5,000 vehicle pass-bys
A radio program with 1,000 listeners
How many exposures in this media plan?
SOLVE THIS:
55. A two-month (8 week) media schedule consists of the following:
One monthly magazine with a total circulation of 1,000 and a
pass-along of .5
One TV program/week reaching 1,000 households, each with
an average of 2.3 people/household
A highway billboard with 5,000 vehicle pass-bys/month, each
vehicle having an average of 1.8 people
A radio program with 1,000 listeners per week
How many gross impressions in this media plan?
SOLVE THIS:
Notas del editor
This week we’ll continue our exploration of media. We’ll look at media planning and the key steps necessary to build effective media plans. And we’ll see how it happens in the real world…how the professionals in media and brand building do it.First a bit of housekeeping.
OK, so back to our subject for today.
But what did we learn that’s all important in media?
New musik
Today, we’ll start to put it all together. We’ll take a look at the theory behind media planning and buying. We’ll see the importance of “the numbers” in media. We’ll look at media plans and how they are created.While in practice, building media plans may vary somewhat from agency to agency and planner to planner, but the fundamentals are the same.There are four basic steps to creating media plans.
Here are the four basic steps.Today we’ll drill down into these.
Step one.
Step one.
Step one.
Step one.
Step one.
What kind of product is it? Viagra?Who decides on groceries? Brand intersection: Is it part of a daily routine? Is it used in times of stress? Do I live a mobile lifestyle?Media consumption patters: Read the news? With coffee? Before going to work? On a train or bus?If I go to work on a train or bus, what media will reach me?
Step two
Leader brand or challenger brand?
Seasonality example: Lawn and garden products
What’s the lead time for buying a soda? How about a new pair of running shoes? What about a car?
What else will factor heavily on Duration? The budget…the numbers available to the media planner.
Examples:Continuous: Grocery stores and auto dealersPulsing: Coke/soft drinks…when to heavy up? Summer, holidays, special events; promotionally oriented brands; lots of new productsFlighting: Travel/tourism….Florida in the winter; Resorts for summer and winter activities
Examples:Continuous: Grocery stores and auto dealersPulsing: Coke/soft drinks…when to heavy up? Summer, holidays, special events; promotionally oriented brands; lots of new productsFlighting: Travel/tourism….Florida in the winter; Resorts for summer and winter activities
Examples:Continuous: Grocery stores and auto dealersPulsing: Coke/soft drinks…when to heavy up? Summer, holidays, special events; promotionally oriented brands; lots of new productsFlighting: Travel/tourism….Florida in the winter; Resorts for summer and winter activities
Gross rating point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media or schedule. GRP values are commonly used by media buyers to compare the advertising strength of various media vehicles.GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is one percent of the potential audience. For example, if 25 percent of all targeted televisions are tuned to a show that contains your commercial, you have 25 Rating Points. If, the next time the show is on the air, 32 percent are tuned in, you have a total of 25 + 32 = 57, and so on through the campaign. The word "gross" reflects that the calculation double-counts (actually multiple-counts) the audience; that is to say, it is possible to reach a percentage higher than 100. GRPs are the product of the percentage of the audience reached by an advertisement, times the frequency they see it in a given campaign (frequency × % reached).GRPs (%) = Reach (%) × Average frequency (#) A television advertisement that is aired five times reaching 50% of the audience each time it is aired would have a GRP value of 250 (5 × 50%). To achieve a common denominator and compare media, (reach × frequency) are expressed over time (divided by time) to determine the 'weight' of a media campaign.You will not have to provide this level of detail for your media assignments but you should be familiar with the terms and understand why they are important and where they fit in the grand scheme of marketing, advertising and media planning.
OK, any questions about these categories of media? Do you have a sense of what makes each attractive and why you might use one over another or in combination with another? Do you think this was useful in helping you plan your media assignment?OK, let’s take a more practical view of media now and how media strategy can be activated in the context of the customer journey.We’re going to track a typical journey now and see the role that media and message can have in the process of consideration to purchase.Let’s all imagine we need a car. You need transportation…so now let’s start creating the want for a brand.
Again Here’s how EMA defines the customer journey or path to purchase, and how we think about it as we develop shopper marketing programs.Every Path to Purchase begins with a consumer Need. OK, here’s the thought…. “Gaads, I need some wheels! I’m thinking sporty, utility or economy. Hmmm.”
I’m assuming most of you are not yet in the market for a car, but if you were what brands would come to mind first?
Here’s a few that might make the cut along with your choices. How do brands like these come top-of-mind?
On the Path to Purchase, the Need triggers a consumer to begin considering their options… starting with the brands that are already top of mind.At this stage, awareness building is the key goal.In most product categories, and with most target audiences, awareness-building activities like advertising, PR stories and sponsorships help establish a brand name in the shopper’s mind. Research tells us that if you’ve shopped this category in the past, it’s likely the consumer will have 2 to 4 brands in her consideration set at this first stage.But even if your brand didn’t make the shopper’s list here, there’s a tremendous opportunity just ahead.
Once the decision has been made to actively shop for a buy a car, the customer considers her options. The goal for a brand at this stage is to be in the hunt…in the consideration set of the customer.So, where’s media come in now?
The number of products and brands that the shopper takes into consideration can grow dramatically as the shopper moves into the Discovery stage, using the Internet and Search as her greatest tools.The discovery stage is critical because…If you're a brand marketer and you want your product or service to be in the shopper’s consideration set, it’s essential that you appear and appeal to her in the Discovery stage. If you don’t get on the consideration list you may lose your chance entirely.In the case of our new car example, you may come across a car ad while you’re online. If you do a Search, chances are someone will have identified that you’re now actively looking, and you’ll begin to have car ads delivered specifically to you. You may even see something that broadens out your consideration set considerably – like an ad or a story about a car sharing service!Now, lots of Discovery activity happens online, but there’s still a good share of old-fashioned Word of Mouth… you start asking friend and family questions about their cars. Someone hears you’re looking, and tells you about a great car… or an awful car that you should stay away from. Or, you might come across a brand experience that’s been designed specifically to reach someone like you… like a concert or marathon sponsorship.
As the shopper is doing her research, learning about product choices and talking to friends and family members, she’s also forming opinions about which aspects of the product or service are most important to her.She's ready to narrow down her purchase decision to one or two brands. And with each person, there are different Decision Drivers that rise to the top in the rankings. The goal here is to connect with those drivers, to influence her thinking and build a persuasive case for your brand.Here’s how that gets done.What would matter to you when shopping for a car?Which also allows you to point out that there are different key decision drivers for different audience segments.
If the timing is right, auto shows can play an important role. Last spring, my wife and I….etc. (tell story).We used the auto show to narrow our choices. After the show we went online to get more information on the brand, reviews. Then we went to showrooms and took test drives. And we started considering the trade offs…style for handling, options for economy, etc. And we even added brands to our test drives because of cash coupons we received after the auto show.
So… you’ve done your Discovery research, learned about your product options and narrowed your interest based on Decision Drivers that mean the most to you. Now that you know the one or two brands that meet your requirements and the reasons why…You move into the Purchase stage where you interact with a retailer – either online or in store. You’re ready to buy.The most important goals in this stage are to build conviction in choice…i.e. you want to be convinced that your choice is the right choice and persuaded to make the final decision which the brand can do with assurances like warranties, free service, special discount offers, etc.
This is the point when the final purchase decision is made… and there are still ways marketers can influence the shopper: product packaging, in-store messaging, and how the product is presented to you… the entire experience.
As marketers – we are far from being done with this consumer!P&G calls a shopper’s experience at the retail shelf “the first moment of truth.” If that’s the case, then the Evaluation stage might be called a lifetime of truths… because here’s where the consumer has a first-hand experience with your brand and shares the experience with others. The goal here is satisfaction, loyalty and advocacy. And ultimately, a repeat purchase.SHOW MAZDA MATERIAL….CUSTOM MAILER AND “ID” card.
Through the internet and social media, that ownershii[p experience can take on a life of its own!In today’s world of social media, blogging and real-time customer feedback, one shopper can make a decision about your product’s value in a matter of minutes… and mobilize thousands of consumers in a matter of days.Post-purchase consumer activity includes:Using the product, or watching a family member use itMaking a rational assessment… did the product live up to expectations?Potentially, an emotional reaction… was the consumer surprised? Delighted? Or moved by the experience? And – in the ideal situation – that consumer will share their evaluation through word of mouth, product reviews or social mediaBut remember – this stage is a double-edged sword… because consumers will respond whether the experience was positive or negative!!
If time, any review of last week’s media basics class? Starts at 31.
Here’s an example of what a IMC overview plan might look like.
Media isn’t about TV spots, online video, print ads and website banners. It’s about connecting brands to buyers, pure and simple.