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144 Cards in this Set
- Front
- Back
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media
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a message delivery system
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traditonal mass media
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-newspapers, magazines, radio, and tv
-deliver to large audience at relatively low cost - specific targeting - develop strong loyalties - intrusive advetising - one way communication |
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nontraditional media
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- internet, mobile, product placement, sponsorship
- difficult to measure effectiveness - two way communication=interactivity |
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why media is important?
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- most of the budget
- 80-85% -poor media plan sabotages an entire campaign - critical to brand success - media support product positioning - good media plan increases efficiency - media efficiency provides budget flexibility |
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media planning
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a decision making process leading to the use of advertising time and space to assist in the achievement of marketing objectives
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things to be considered for media planning
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- how many prospects to reach?
- what media? - how many times? - when(in what months?) - where? markets and region - budget |
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changes of media planning
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-target segmentation- individualization
- audience fragmentation- media - new media and vehicle- interactivity |
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role of media planner
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-understanding marketing situation and strategy
- develop creative media plan |
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problems in media planning
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- insufficient media data
- time pressure -external influences - lack of objectivity - measuring advertising effectiveness |
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media preplanning activities
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-situation analysis
- marketing strategy plan - creative strategy plan |
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situation analysis
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purpose- to understand the marketing problem
need- company info, industry info, consumer info, market info, competitor info, SWOT analysis |
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marketing strategy plan
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purpose- to plan activities that will solve one or more of the marketing problems
- increase sales, market share |
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creative strategy plan
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purpose- to determine what to communicate through advertisements
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media plan
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series of decisions made to answer the question, "what are best means of delievering advertising to prospective customers of my brand or service"
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two parts of media plan
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-media objectives- goals that a media planner believes are most important in helping to attain marketing objectives
- media strategy- a series of actions selected from several possible alternatives to best achieve the media objectives |
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elements in media plan
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-executive summary
- situation analysis - problems and opportunities - advertising creative strategy - media objectives and strategies - flow chart - appendix |
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executive summary
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highlight the strategic genius that drive your media plan
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situation analysis
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summarize the main points of the brand's marketing objectives and strategies at the beginning of situation analysis
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problems and opportunities
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- SWOT analysis
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advertising creative strategy
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-ad objective
- creative strategy - promise/support - tone -theme line or slogan |
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media objectives and strategies
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-target audience
- reach/frequency - media budget - geography - scheduling/timing |
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role of media plan
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to help consumers remember a message by buying media vehicles repetedly within a given period
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DAGMAR
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defining advertising results by measuring advertising goals
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heirarchy of affective media
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-cognitive- awareness, knowledge
-affectie-liking-preference -conative- conviction,purchase |
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audience's buying process
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-problem recognition
- search for alternatives to solve a problem - alternative evaluation of different brands - purchase made through a choice of a brand - post purchase evaluation - feedback |
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vehicle exposure
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exposure to TV or print media
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print media circulation
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number of copies distributed
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advertising exposure
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number of ads exposed per issue or per TV program
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advertising perception
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number of ads that consumers remember having seen in vehicle
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advertising communication
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total amount recalled material from ads in vehicle
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responsive function
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number of responses to specific advertising in a vehicle
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exposure
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-basic measurement of media audience
- less than perfect - a measurement of people who either say they are sure they have looked into or read a vehicle within a given period |
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exposure measurements
- print media - broadcasting - internet |
- persons exposed to a publication (read)
- persons exposed to a TV program - click or click through |
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problem with exposure
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-publication or program exposure, not advertisement or commercial exposure
-measurement of actual ad exposure- not accurate, underestimated - represents an Opportunity to See |
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reach
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percentage of different people who see an ad at least once (measured)
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frequency
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number of times the average person sees the ad (calculated)
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audience accumulation
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1) when advertising is placed in successive issues of same magaizine
2) when advertising is placed in same month's issue of different magazines |
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CPM
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-cost per thousand- the cost to deliver to 1000 people or homes
- a competitive device - typically applied to vehicle w/in a single medium |
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things to be considered about CPM
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- a difference of 10 percent one way or another is meaningless
- should think about other criteria for media selection - to reach the target audiences from mass-produced and mass-consumed products, media usually are selected primarily on a CPM basis |
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CPP
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cost per point
- measure the cost of one household or demographic rating point in a given market - cost to raise one rating point |
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how media vehicles are measured
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through panel and same survey
panel study-fixed sample survey- not fixed,random |
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uses of vehicle audience measurement
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-to learn the demographics of product or brand users
- to learn the audiences demographics kinds of media vehicles - to learn the way purchasers use a product or brand (how many are heavy,light,medium users? - to learn whether audience members of a particular media vehices are heavy, medium, or light users of the product - to learn how many people were exposed to vehicles |
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2 types of size measures
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- actual vs. potential
- coverage- potential - reach- actual |
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ABC
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audit bureau of circulation- provide accurate circulation data
- audit and report the circulation of publications at regular intervals - if we dont control publication size companies can exaggerate, which raise ad costs |
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Coverage
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- a statistical term used to asses the degree to which a media vehicle delievers a given target audience
- the higher the coverage, the greater the delivery - expressed as a percentage of market population reached |
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newspaper coverage
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the number of copies circulated compared to number of households in circulation area
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magazine coverage
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the number of prospects who read a publication divided by the size of a target market
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coverage vs. composition
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-coverage- the target
-composition- the medium's total audience |
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local TV and radio spot coverage
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- the number (or percentage) of homes with radio or TV sets w/ in the signal area of a given station
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DMA
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designated market area- the area that receives a given station
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Network Television coverage
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- the number and percentage of all US tv households that are able to receive a given program
- the more stations, the more coverage |
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Cable TV coverage
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-the percentage of US households that can receive a cable network by any means,
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HUT
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Households Using Television - total percentage of households in market watching TV in a given point in time
- potential measurement |
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Broadcasting Ratings
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- an estimate of the audience that has viewed a program or has tuned in during specific time period
- measured with sampling procedure |
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Average audience rating
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- the percentage of homes( and people) tuned in to the average minute of a program
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Share of audience
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- percentage of homes tuned into a program based only on those homes that had their TV turned on, rather than on all TV homes
-usually higher than rating |
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GRP
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gross rating point- the sum of rating (percentage)
- can and frequently exceed 100 - central concept in media planning- it is the basis for determining the cost of a broadcasting campaign |
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GI
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gross index- the sum of audience sizes
- gross weight of media - the raw numbers of media audiences -purpose: to get a quick look at total audience size of one or more media -HUGE number -useful in comparing weight given to geographic area or demographic segments of a market |
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Reach
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- a measurement of target audience accumulation
- expressed as a percentage - NEVER exceeds 100 |
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Frequency
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- a companion statistic to reach
- the average number of times the audience members were exposed to a broadcast program within a 4 week period or were exposed to issues of different print media - measure of repetition |
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relationship of reach and frequency
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- occur at the same time but at different rates and in an INVERSE RELATIONSHIP
- reach will increase as ratings and number of telecasts increase, but it will begin to decline in rate (not total) over time - when campaign starts out (reach rises quickly) and as the campaign become more mature, (frequency increases) |
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Effective frequency
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the amount of frequency the planner judges to be necessary for advertisements to be effective in communicating
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Herbert Krugmans "three hit" theory
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1. audience may respond to their first perception of an advertisement by raising questions about the brand
2. on the second exposure, audiences react to the commercial and begin to compare alternative brands 3. the third exposure is a reminder of the other two and the beginning of a time where consumers pay little or no attention |
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three plus concept
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optimum effective frequency number is always three or more
- could be as low as one or as high as nine |
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prof. john phillip jones
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effective frequency is provided by a single exposure on exposure generates the highest proportion of sales
- ad exposure are not directly related to sales - additional exposure adds very little to the effect of the first |
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target audience
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a group of people whom the advertising is attempting to influence
- current users - heavy users - medium users |
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Target selection
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goal: to identify the targets- those who are most likely to buy
- concentrate on all users or narrower product usage category |
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new trends in brands
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multi-demensional function of brand
- NIKE has become fashion |
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target information source
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- simmons
- MRI |
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index number analysis (raw numbers)
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- used least often because, so large, difficult to compare between brands
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index number analysis ( percentage)
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- means of equalizing bases of numbers from two or more companies
- preferred for making comparisons |
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index number analysis (index number)
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- the ratio of the two percentages
- most preferred for compariso |
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index numbers
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100- average
above 100- good (% above average( below 100- not as good (" below") |
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mislead about index numbers
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the demographic segment with the highest index number does not always represent the best potential
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lifestyle analysis
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-storyfinder
-ethnography - focus group interview |
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wherever a brand is distributed
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push
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wherever the brand is not distributed yet
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usage pull
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defensive strategy
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in geographical markets where sales for a given brand have been good
- minimize risk and maximize potential |
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offensive strategy
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in geographical market where sales have not been good
- high risks |
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market
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- a group of people living in a certain geographic area who are likely to buy a given product or brand
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MSA
PMSA CMSA |
-metropolitan statistical area
-principal metropolitan statistical area -consolidated metropolitan statistical area |
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sales analysis
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select market on basis of sales or market share product in the past
-heavy user data |
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BDI
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brand development index
- number of cases, units, dollar volume of a brand sold per 1000 population - calculated from data for each individual in which the brand is sold - represents the sales potential - |
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CDI
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category development index
- similar to BDI (besed on percentage of sales, rather than a brand) |
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high market share, good market potential
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defensive
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high market share, monitor for sales decline
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defensive but monitor sales
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low market share, good market potential
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offensive
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low market share, low market potential
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GET OUT!!
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when to advertise
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- monthly sales pattern
- budget issues - competitve activities - specific goals for the brand - prouduct availabiliity - promotional requirements |
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geographic weighting
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the practice of giving extra consideration to one or more markets that have more sales potential than other markets
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forms of weighting
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1. dollar allocation technique- not consider varying media costs
2. gross impression weighting- consider varying media cost 3. share of voice weighting |
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share of voice weighting
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- a share of voice is a percentage of total ad weight for each brand
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Peckhams law
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if a brand is not spending an amount equal to or exceeding the expenditures of competitiros, then it might not be able to achieve its goals
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guidelines for geographic weighting
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-market potential
- history of responsiveness to ad book to find m/s - history of profitability - pipeline problems - sales force input - local market idiosyncrasies - competitve noise levels -cost-efficiency of advertising in the market |
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when to put weight on reach
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-new product
- brand awareness - ad support for sales promotion - competitors level -budget |
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weight on frequency
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- whenever repitition of a message is necessary
- uniquness of message - perceived value of brand -message hard to understand |
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scheduling objective
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to control the pattern of times when advertising appears by plotting ad timing on a yearly flowchart
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continutiy
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continuos, sometimes with short gaps at regular intervals when no ad is done
- everyday pattern and week - covers entire purchase cycle - advantage for large media cost discounts - advantage for desireable positioning within media |
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flighting (bursting)
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an intermitten pattern with gaps of time when no ad is done
- advertising done a month - more irregular, with heavy concentrations of ad at certain times interspersed with no advertising for shorter lengths of time |
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risks of flighting
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-commercial's effectiveness wears out before the flight is over
- so much time may elapse during the hiatuses between flights that consumers might forget the essense of the ad message - competitor's heavy campaign at the time the advertising is not advertising |
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pulsing
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-mix of continuity and flighting
-the best of both techniques - safest - best fit to product categories that are sold year round but have heavier concetrations of sales at intermitten periods |
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media strategy
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a series of actions that planners take to attain media objectives
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media strategy concepts
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-media strategy
- dominant brand presence in media - advertise when people are buying - creative strategy's impact on media strategy - creative strategy's impact on media strategy - creative indicates that some media are much more appropriate than others - alternative media strategies |
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what media planners should know before starting to pla
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- marketing problems
- recommended actions - complexities of a strategy - how the product will be sold - how advertising sells a product to one customer - how to neutralize the competitions strategy - cost of strategies |
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planning target of media target
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- users or purchasers of the product reported in MRI or other research
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buying target of media target
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(focus on this)
- target categorized by age/sex demographics |
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other elements of media strategy
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- media targets
- creative strategy - reach and frequency - continuity - budget constraint |
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guidelines for creating media strategy
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- make strategy different from and more innovative than competitors
- start with quantitative proof then go beyond numbers |
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when to use reach
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for anything new
- for building brand awareness - for announcing various promotions - when there is a change in brand or creative |
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when to use frequency
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when reach is high
- when ad noise level is high - message is unique - complicated message need multiple exposure to understand - continuity -number of markets |
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types of scheduling
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- continuity
- flighting - pulsing |
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heavy introductory effort
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- a strategy would require heavy spending at beginning of campaign, sacrificing advertising during the latter part of the year to ensure that enough money is available to properly launch the brand
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heavy-up scheduling
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-most planners spend more money on ad when consumers buying is heaviest and spend less at other time
- require a strategy for one competitor to start a month or two before all the others start heavy spending |
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geographic market weighting
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- adding dollars, grps, or a large number of advertisements in a geographic market (market has great sale potential)
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one principle of weighting
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- the weighting of markets can be based on the relative sales volume each market has already produced
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combining media and/or vehicle
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- how many media and vehicles are optimum for achieving a media goal?
- if goal is reach- media diversity should be considered - if goal is frequency- it is appropriate to concentrate weight on a small number of vehicles |
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factor for evaluation and selection
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- target audience
- reach and frequency strategy - cost effectiveness |
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evaluating and selecting TV and Radio
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- media plan specifies which daytime to be used
- media buyers select stations and programs within those daytime on the basis of rating size and composition |
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evaluating and selecting newspaper
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mostly selected according to geographic coverage
- national coverage |
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evaluating and selecting magazine
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- target segmented selection
- all demo coverage |
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evaluating and selecting outdoor
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selected on the basis of visibility, traffic flow, and market coverage
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principle for selecting media
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reach a large number of targets at a cost efficient price
- finding vehicles that reach a large number of targets with a high enough composition to avoid waste and at a low cost per thousand |
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magazine planning process
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- determine the list of candidate magazine
-identify most efficienct magazine with the CPM rankers - create a plan that dleiver the most reach for a given budget - refine the optimal schedule to reflect marketing judgement - negotiate position, cost, and merchandising wiht the magazine sales representative - present the recommended schedule to the client and adjust as necessary |
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positioning in magazines
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- fourth-cover position are usually considered better than any inside position
- second cover and page one are second best - front- of the magazine position (pg.3-30) - right handed somewhat better than left handed |
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positioning in newspapers
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- ads near the front are better than ads near the back
- no diff between right and left side - inside section better than last page of section - little diff between ads below and above - male products on sports, female products better on female pages |
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Who?
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مَن
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how to buy internet advertising
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- compare CPM per site- lower CPM will be chosen
- CPC (cost per click) - cost per action/ acquisition (CPA) better - cost per conversion - cookie- small record on computer |
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budget
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no cause/ effect relationship between money spent and sales increase
- advertising is not only factor that contributes to the sales of a product |
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setting the budget
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- check the previous budget - sales in previous year, additional marketing activities
- check the company's fiscal year |
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percentage of sales method
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- multiplies projected sales revenue for the year by a given percentage to be spent on advertiisng
- as sales increase so does ad budget - assumes the direct relationship between advertising and sales, which is not always true |
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competitve spending method
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- it depends on setting the budget in realation to the amount of spending by competing brands
- marketing goals of one company are not the same as another |
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objective and task method
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- start with someone setting specific marketing and/ or ad objectives
- marketers usually do not know how much money it takes to attain any given objective - does not consider the value of each objective and the relationship to the cost of obtaining it |
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expenditure per unit
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- it is a variant of the percent of sales method
- the budget is generated as a result of sales, but the base is unit sold, not dollar sales - company might lose control of profits - will not take inflation into account |
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subjective budgeting
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- involves making decisions on the basis of experience and judgement
- difficult to defend when there is reason to believe that if more money ha been appropriated, the result would have been higher sales and higher profits - VERY RISKY! |
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media cost- television
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- fixed amount of time available for sale
- prices are subjective to change as advertiser demand for that time increases or decreases - planning costs are highly confidential because they are the basis for price negotiation - |
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media cost- cable tv
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dayparts: early morning, daytime, prime, and late night
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media cost- magazines
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- more stable than broadcasting media
- high cost per page but also high circulation - |
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media cost- newspapers
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- run of paper
- ROP space is sold by the column inch for a set of Standard Advertising Units that ranges from a few inches to a full page |
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media cost- radio
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-network radio- from 2000 to 9000 for 30 second announcement, and deliver an average rating of 1.2 men and 1.0 women
-spot radio- cost-effective medium (no waste on targeting) CHEAPEST |
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internet
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-banners- measured in terms of fixels
-CPM is base rate -rich media- animated banners,moving cartoons, streaming banners, streaming audio banners, pop up ads - higher click through than banners - more expensive |
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media mix
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when more than one media is used
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when to use media mix
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- to extend reach of media plan
- to flatten the distribution of frequency so there is a more even distribution to those who are exposed to a medium varying numbers of times - to reinforce the message - to reach different kinds of audiences |
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Nielson meter
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people meter- used to get network TV ratings
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Arbitron
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- diary
- used for radio |
