media planning analysis pptch15[2]

8/8/2019 Media Planning Analysis PPTCH15[2]

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3 . Discuss logic of three-exposure hypothesis

and its role in media and vehicle selection

4. Describe use of efficiency-index procedurefor media selection

5. Distinguish differences among three formsof advertising allocation: continuous,pulsed and flighted schedules

6 . Explain the principle of recency, or shelf-

space model, and implications forallocating advertising expenditures overtime

7. Perform cost-per-thousand calculations

8. Interpret output from computerizedmedia model

In the late 1990s, Saab introduced a newluxury sedan:

the Saab 9-5

Saab had done little to expand its brand imagein U.S.

Historically it attracted younger customers, butneeded the luxury sedan to appeal to families

and older customers

A mass-market advertising campaign wasundertaken with the following objectives:

1. Generate excitement for new 9-5 model line

2. Increase overall awareness for Saab name

3 . Encourage customers to visit dealers and test-drive

4. Retail 11,000 units of 9-5 during introductory year

Television commercials were run on network TVand cable in May

A newspaper campaign began earlier in Marchwith ads in US A Today and Wall Street Journal

A ds also ran yearlong in several automobile

magazinesInternet banner ads were also run throughoutthe year

Saab 9-5 Media Plan

Tactical Plan

Saab 9-5 Media Plan

Magazine A d

Saab (1)

The MartinA gency

Saab IMC Campaign

Saab (2)

The MartinA gency

Saab IMC Campaign

Saab 9-5 Media Plan

Dealer InformationKit

Saab DealerVideo

The MartinA gency

Saab IMC Campaign

Saab 9-5 Media Plan

Direct MailQuestionnaire

Saab 9-5 Media Plan

Response to DirectMail Questionnaire

Saab 9-5 Media Plan

Dealer LeadInformation Card

Saab 9-5 Media Plan

Consumer TestDrive Contest

Saab 9-5 Media Plan

Contest Entry Card

1-800-COLLECT Media Strategy Guide

1-800-COLLECT (1)

MVBMSMessner

Vetere BergerbMcNamee

Schmetterer/Euro RSCG

1-800-COLLECT

1-800-COLLECT (2)

MVBMSMessner

1-800-COLLECT

1-800-COLLECT ( 3 )

MVBMSMessner

1-800-COLLECT

A dvertisers are placing more emphasis thanever on media planning

Choosing media & vehicles is the mostcomplicated of all marketing communications

decisions

A side from specific vehicles in media, theplanner has to choose geographical locations

and budget distribution over time

Media Planning:

The design of a strategy that shows howinvestments in advertising time and space

will contribute to achievement of marketingobjectives

A s shown in the figure, media planninginvolves coordination the coordination of

three levels of strategy formulations:

Marketing strategy

A dvertising Strategy

Media Strategy

Marketing Strategy:

Provides impetus and direction for choice of both advertising and media strategies

Advertising Strategy:

Involves advertising budgets, objectives andmessage and media strategies± extends from overall marketing strategy

Media Strategy:

Evolves from the advertising strategy.Consists of:

1. Selecting target audience;

2. Specifying media objectives;

3 . Selecting media categories and vehicles; and

4. Buying media

Information used in segmenting targetaudiences for media strategy purposes:

1. Buyographics

2. Geographics

3 . Demographics

4. Lifestyle/psychographics

1. What proportion of the population shouldbe reached with advertising messageduring specified period (reach)

2. How frequently should audience beexposed to message during this period(frequency)

3 . How much total advertising is needed toaccomplish reach and frequency objectives(weight)

4. How should the advertising budget be

allocated over time (continuity)

5. How close to the time of purchase shouldthe target audience be exposed to theadvertising message (recency)

6 . What is the most economically justifiableway to accomplish objectives (cost)

The p ercentage of the target audience that isexposed, at least once, within a time frame to

the vehicles in which the ads are placed

The time frame most commonly used is afour-week p eriod

Reach represents the percentage of targetcustomers who have an opportunity to see

the advertisers message.

Other terms used by Media Planners todescribe reach:

1+ (read ³one-plus´)net coverageunduplicated audiencecumulative audience ( or ³cume´)

1. More prospective customers are reachedby a media schedule using m ulti p le m edia

rather than a single medium

2. A nother influencing factor is the nu mb er and diversity of m edia vehicles used

3 . Reach can be increased by diversifying theday p arts used to advertise

The number of times, on average, during amedia-planning period that members of thetarget audience are exposed to mediavehicles that carry the brand¶s ad

A ctually represents the media schedule¶saverage frequency

Market Factors A ffecting Frequency

Market FactorsMarket Factors Type Type FrequencyFrequency

Brand HistoryBrand History New New HighHighBrand ShareBrand Share High High LowLowBrand LoyaltyBrand Loyalty High High LowLowPurchase CyclePurchase Cycle Short Short HighHighUsage CycleUsage Cycle ShortShort HighHighShare of VoiceShare of Voice High High HighHigh

Message Factors A ffecting Frequency

Message FactorsMessage Factors Type Type FrequencyFrequency

Message ComplexityMessage Complexity Simple Simple LowLowMessage UniquenessMessage Uniqueness Unique Unique LowLowNewnessNewness NewNew HighHighImage FactorsImage Factors Image Image HighHighMessage variationMessage variation Little Little LowLow

Media Factors A ffecting Frequency

Media FactorsMedia Factors Type Type FrequencyFrequency

ClutterClutter LowLow HighHighEditorial NatureEditorial Nature ConsistentConsistent LowLowA ttentivenessA ttentiveness High High LowLowSchedulingScheduling ContinuousContinuous LowLow

Number of MediaNumber of Media a Lot a Lot LowLow

How much advertising volume is required toaccomplish advertising objectives

Three weight metrics:

Gross ratings

Target ratings

Effective ratings

How much advertising volume is required toaccomplish advertising objectives

Three weight metrics:

Gross ratingsTarget ratings

Effective ratings

Determining GRPs in Practice

GRPs are ascertained by simply summing the

ratings obtained from individual vehiclesincluded in a prospective media schedule

Target Rating Points (TRPs)

A djust a vehicle¶s rating to reflect just thoseindividuals who m atch the advertiser¶s target

audience

Effective Rating Points (ERPs)

Effective reach

Effective frequency

1. Estimate the ex p osure utility for eachlevel of vehicle exposure, or OTS, that aschedule would produce

2. Estimate the ex p osure distri b ution fromthe various media schedules that areunder consideration

3 . Estimate the value of each OTS level andthen the total value across all OTS levels

4. Develop an index of ex p osure efficiency

The 2001 National Football League SuperBowl televised on CBS had a 41.1 rating

A dvertisers paid $2.05 million a 3 0 secondcommercial placing on the program

Media Edge alternative media plan:

1. Buying advertising time on all networkprograms aired at the same time onTuesday night

2. Securing time on all network programs

aired at the same time on a Sunday night

3 . Purchasing a final single spot from the Foxnetwork¶s Saturday night programming

People react negatively to ads placed onprograms contained in the alternative mediabuy

They react positively to ads placed on theSuper Bowl, those ads themselves are anevent

How advertising is allocated during thecourse of an ad campaign

Continuous

Pulsing

Flighting

A n equal or relatively equal amount of advertising dollars is invested throughout

the campaign

Some advertising is used throughout thecampaign but the amount varies from period

to period

The advertiser varies expendituresthroughout the campaign and allocates

z ero expenditure on some months

1. Consumers¶ first exposure to anadvertisement for a brand is the mostpowerful

2. A dvertising¶s primary role is to influencebrand choice and it does influence choicefor the su b set of consu m ers who are in

the m arket for the product category atthe time a brand in that categoryadvertises

3 . A chieving a high level of weekly reach fora brand should be emphasized overacquiring heavy frequency

CPM = Cost of A

d / Number of Total Contacts

CPM-TM = Cost of A d / Number of TargetMarket Contacts

Tradeoffs must be made as media plannersoperate under constraints of fixed advertising

budgets

³You can¶t have your cake and eat it too´

A Dplus Software

1. User develops a m edia data b ase

2. User selects the criterion for scheduleo p ti m i z ation

3. U ser s p ecifies constraints

4 . Once all the infor m ation is p rovided AD p lus seeks o p ti m u m m edia scheduleaccording to s p ecified o bj ective functionand su bj ect to satisfying the b udget and nu mb er-of-insertion constraints

media planning analysis pptch15[2]

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