media strategy professor close & professor dudo, the university of texas at austin
TRANSCRIPT
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
thon
y D
udo
© Campaign time
$ Sp
ent
Campaign time
$ Sp
ent
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