wed. 10/2 – “mission possible” identifying your value proposition 5:30pm | mccoll 2575
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Raise Your S tartup IQ. Wed. 10/2 – “Mission Possible” Identifying your Value Proposition 5:30pm | McColl 2575 Tue. 10/8 – “Agents of Change” Turning your Ideas into Reality 5:30pm | McColl 3500 Wed. 10/23 – “Cracking the Code” Getting Customer Traction w/$0 Marketing - PowerPoint PPT PresentationTRANSCRIPT
Media Planning & Buying in the 21st Century
Chapter 10
How do media work?
Media Planning & Buying in the 21st Century
Leading Theories
1. ARF Response Model2. Effective Reach3. Recency4. Share of Voice/Share of Market5. Purchase Funnel6. Engagement
Media Planning & Buying in the 21st Century
“If you don’t know where you are going, any road will get you there”
-- Cheshire Cat
Media Planning & Buying in the 21st Century
1. ARF Response Model
• Progression of media effects (1961)• Media should only be compared on the same
level of the model.• Revised in the 2000s to reflect the introduction
of digital and new media.
ARF Response
Model
2002&
2010
Vehicle Distribution
Vehicle Exposure
Advertising Exposure
Advertising Attentiveness
Advertising Communication
Advertising Persuasion
Advertising Response
Sales Response
Vehicle Access
Opportunity to see
Eyes-on / Ears-on
Ad Attentiveness
Ad Processing
Impact
Advertising Response
> Brand Access
Sales Response
> Loyalty Response / LTV Media Planning & Buying in the 21st Century
Media Planning & Buying in the 21st Century
2. Effective Reach
• A target audience must be reached often enough to elicit a response, but not too often.
• ANA guidelines: 3-10 times (advertising exposure, not vehicle exposure).
Media Planning & Buying in the 21st Century
Rationale for Effective Reach: memory decay; need for reinforcement
Media Planning & Buying in the 21st Century
Zielskie’s Research
0
10
20
30
40
50
60
0 4 8 12 16 20 24 28 32 36 40 44 48 52WEEK OF THE YEAR
PER
CE
NT
RE
CA
LL
13 exposures at four-week intervals
1 exposure per week for 13 weeks
Media Planning & Buying in the 21st Century
Adstock
• Also known as “carryover” effect• Suggests that there is long term building of
awareness and other measures of advertising effects
• Each successive exposure builds incremental awareness
Media Planning & Buying in the 21st Century
A Plan Based on Effective Reach
Actual vs. Hypothetical Schedule
0
5
10
15
20
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
NUMBER OF EXPOSURES
% Reach
ACTUAL SCHEDULE
HYPOTHETICAL SCHEDULE
EFFECTIVE EXPOSURE
Theoretically Optimal TV Schedule
Luxury Car Effective Reach Plot
Source: http://audiencewatch.nielsen.com/data/help/glossary/reacheff/index.htm
Media Planning & Buying in the 21st Century
Media Planning & Buying in the 21st Century
3. Recency• Challenges the foundations of Effective Reach• Belief that advertisements and promotions are
most effective when they air immediately prior to the time of decision, – influence of ad exposure diminishes with time.
• Examples:– Fast food– Movies
Media Planning & Buying in the 21st Century
4. Share of Voice
Share of Voice (SOV)
Share of Mind
Share of Market
Media Planning & Buying in the 21st Century
5. Purchase Funnel
Media Planning & Buying in the 21st Century
6. Engagement
• Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising or sponsorships.
Media Planning & Buying in the 21st Century
For next time
Read Chapter 11: Target Audience