media strategy professor close & professor dudo, the university of texas at austin

Media Strategy

Professor Close & Professor Dudo,The University of Texas at Austin

CASE: HEALTHY DOG GOURMET

• Please create a media schedule and CPM analysis prior to making your decision

• I will provide these and go over them• Don’t be constrained by the client’s media

plan (i.e., your client is not always right- why are they hiring you?)

• Keep the client budget in mind- do not go over this or recommend them to increase the budget

• A 10% contingency is appreciated

Guidance:

SituationAnalysis

Measurable Objectives Budget Creative

StrategyMedia

Strategy

IBP PROCESS

TAKE HOME MESSAGE

Even the best messages will be useless if they don’t reach the target audience

SET A MEDIA OBJECTIVE

“To reach 60% of males aged 25-35 that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of a new product.”

Address the psychographic and demographic target market and find the media that matches the market best given your budget

MEDIA PLANNING

Media PlanSpecifies media in which advertising message will be placed to reach desired audience(s).

Media Class A single form of communication (TV, radio).

Media Vehicle Specific option within a class (Nat Geo mag).

Media Mix Blend of different media to reach target audience.

MEDIA PLANNING

Many choices to allocate among:

TV

Magazine

Radio

Newspaper

Outdoor

Etc.

MEDIA PLANNING

Above-the-line:

Traditional measured media (TV, radio, NPs, etc.)

Unmeasured media/IBP tools (more efficient)

Below-the-line:

CHANGES IN MEDIA PLANNING

More media:

Traditional media lines are blurred

Firms push “news” stories into media

Movies/videos can be promotional vehicles

Social media offer new (cheap) opportunities

CHANGES IN MEDIA PLANNING

Globalization:

Media now exists in transnational space

Search engines don’t care about geography

Consumers now used to free content

Nontraditional media are attracting more $

Free content:

CHANGES IN MEDIA PLANNING

Consumer in charge:

Marketers no solely in charge of brand; consumers have more power

Consumers choosing no-ad channels (e.g., radio) and have new tools (e.g., DVR)

People will to pay to avoid ads

Clutter & ad avoidance:

THE OVERALL MEDIA PLAN

SETTING MEDIA OBJECTIVES

ID target audience

Geographic Mkt

Timing & Continuity

Media fit

Size & length

MEDIA SELECTION

PROCEDURESReach

FrequencyGRP, CPM…

SETTING MEDIA OBJECTIVES

Must find similarities between the target market and media audience

Not easy! … apples & oranges problem

“Oops!” potential

1. Identifytarget audience:

SETTING MEDIA OBJECTIVES

Kids love me!

SETTING MEDIA OBJECTIVES

Demand varies; sales are seldom consistent everywhere

Means that ADV must vary according to geographic locations

Geo-targeting

2. Selectgeographicmarket:

SETTING MEDIA OBJECTIVES

TIMING & CONTINUITY STRATEGIES

ContinuousSpread ADV continuously and evenly over the length of the campaign

PulsingIntensify ADV before an open aperture then reduce ADV until the next open aperture

Flighting Alternating periods of intense ADV and periods of no ADV

SETTING MEDIA OBJECTIVESAn

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© Campaign time

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Campaign time

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Pulsing Flighting

SETTING MEDIA OBJECTIVES

Chosen media must be compatible with the advertising strategy

Chose media must reflect positively on the brand – the tone must be appropriate

The source itself can have an effect

4. Media fit:

SETTING MEDIA OBJECTIVES

SETTING MEDIA OBJECTIVES

Must determine the appropriate size (static) or length (broadcast) of the ad

Research is inconclusive

Choose size & length based on objectives

Ex) awareness = short spot knowledge = long spot

5. Size & length:

MEDIA SELECTION STRATEGIES

Reach – the # of different people exposed to the message

Frequency – the degree of exposure repetition

Must determine the efficiency of different media vehicles

When selecting the specific ADV media:

MEDIA SELECTION STRATEGIES

Impression – one person’s opportunity to be exposed to an ad

Impressions are a measure of the size of the audience for one media or a combo of media vehicles

Gross impressions are the sum of the audiences of all media vehicles during a certain span of time

Gross Impressions:

SOME STANDARD MEASURES FOR SELECTING MEDIA

MEDIA SELECTION STRATEGIES

SOME STANDARD MEASURES OF EFFICIENCY

Media Vehicle

Target Impressions

Number of Ads

Total Target Impressions

David Letterman Show

500,000 4 2,000,000

The Colbert Report 1,000,000 3 3,000,000

Gross Impressions = 5 Million

MEDIA SELECTION STRATEGIES

AKA – cost per thousand (CPM)

Unlike impressions, CPM is focused on cost

Given cost constraints, media is selected that will expose the largest target audience for the lowest price

Efficiency:

SOME STANDARD MEASURES FOR SELECTING MEDIA

MEDIA SELECTION STRATEGIES

AKA – cost per thousand (CPM)

Unlike impressions, CPM is focused on cost

Given cost constraints, media is selected that will expose the largest target audience for the lowest price

Efficiency:

SOME STANDARD MEASURES FOR SELECTING MEDIA

MEDIA SELECTION STRATEGIES

SOME STANDARD MEASURES FOR SELECTING MEDIA

CPM =Cost of media buy

Total target audienceX 1000

MEDIA SELECTION STRATEGIES

SOME STANDARD MEASURES FOR SELECTING MEDIA

CPM =$15,000

2,000,000X 1000

Magazine example: An issue of Real Simple has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K.

$7.50

THE LAY OF THE LAND

THE LAY OF THE LAND

MEDIA PLANNING: SOCIAL MEDIA

Social Networking:

New paradigm in media planning

Marketer (brand) to consumer, then consumer to consumer

Marketers can use social media at a fraction of the cost of traditional media

Social media used to create “buzz” or “viral” effect

IN DEFENSE OF TRADITIONAL ADVERTISING

There are some things you just can’t accomplish without traditional mass media advertising

The Super Bowl and Olympics deliver a truly MASS audience

Brand building still needs traditional ads … for now

MAIN PURPOSE OF THE MEDIA PLAN

To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the advertising campaign