& & the marketing of messages the marketing of messages 4 chapter 10 media

& & The Marketing of Messages

The Marketing of Messages

Chapter 10 Chapter 10

MediaMedia

&&MediaMedia

Media Speak

Media Building Blocks Strengths & Weaknesses

Building The Media Plan

The Media Planning Revolution

Media Speak

Media Building Blocks Strengths & Weaknesses

Building The Media Plan

The Media Planning Revolution

Today we’ll cover… Today we’ll cover…

The Marketing of MessagesThe Marketing of Messages

Media SpeakMedia Speak Media/Medium/Vehicle

Media = collective noun

Medium = one type of media

Vehicle = single carrier

Media/Medium/Vehicle Media = collective noun

Medium = one type of media

Vehicle = single carrier

and sometimes media vehicles are vehicles…

Media SpeakMedia Speak Audience/Coverage/Composition

Audience number or % exposed to a vehicle

Audience Coverage number or % reached by a single insertion in

a specified area

Audience Composition statistical breakdown of a media vehicle’s

total audience

Audience/Coverage/Composition

Audience number or % exposed to a vehicle

Audience Coverage number or % reached by a single insertion in

a specified area

Audience Composition statistical breakdown of a media vehicle’s

total audience

Media SpeakMedia Speak

Audience/Coverage/Composition

Prospects potential purchases

Target Market group of prospects can be defined in concrete terms

Target Profile demographics psychographics product usage

Audience/Coverage/Composition

Prospects potential purchases

Target Market group of prospects can be defined in concrete terms

Target Profile demographics psychographics product usage

Media SpeakMedia Speak Reach & Ratings

Broadcast Media use Rating

Points % of Target Audience reached by a

media vehicle

Print Media use Circulation Number of copies sold or distributed

Reach & Ratings

Broadcast Media use Rating

Points % of Target Audience reached by a

media vehicle

Print Media use Circulation Number of copies sold or distributed

Media SpeakMedia Speak Above-the-Line/Below-the-Line

Above = paid advertising Below = sales promotion, PR, events

Traditional/Non-Traditional Traditional = major mass media Non-Traditional = unique media

opportunities and new media forms

Above-the-Line/Below-the-Line Above = paid advertising Below = sales promotion, PR, events

Traditional/Non-Traditional Traditional = major mass media Non-Traditional = unique media

opportunities and new media forms

Media SpeakMedia Speak “Brand Contact Points” & More

Brand Contact Points Personal Media Network Aperture

Fragmentation & Clutter Fragmentation - a result of

More media channels More audiences. Smaller audiences

Clutter - a result of More messages in each channel

“Brand Contact Points” & More Brand Contact Points Personal Media Network Aperture

Fragmentation & Clutter Fragmentation - a result of

More media channels More audiences. Smaller audiences

Clutter - a result of More messages in each channel

Media Building Blocks

Media Building Blocks

First, we’ll examine the Strengths & Weaknesses of each Medium

First, we’ll examine the Strengths & Weaknesses of each Medium

Strengths & Weaknesses:Strengths & Weaknesses:

Then, we’ll take you through the steps of Building a Media Plan.

Then, we’ll take you through the steps of Building a Media Plan.

PrintPrint

Portable “Time independent” Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons

Portable “Time independent” Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons

Strengths & Weaknesses:Strengths & Weaknesses:

“Prestigious” Readers upscale Readers use ads Less lead time Strong local

emphasis Sense of immediacy “Cataloging Value”

“Prestigious” Readers upscale Readers use ads Less lead time Strong local

emphasis Sense of immediacy “Cataloging Value”

Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic

selectivity May have adverse

editorial

Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic

selectivity May have adverse

editorial

NewspaperNewspaperStrengths & Weaknesses:Strengths & Weaknesses:

Special audience opportunities

Can be long-lasting

Repeat exposure

High “passalong”

Creative flexibility

Special audience opportunities

Can be long-lasting

Repeat exposure

High “passalong”

Creative flexibility

Building audience takes time

Can be cluttered

Early closing

dates

Building audience takes time

Can be cluttered

Early closing

dates

MagazineMagazineStrengths & Weaknesses:Strengths & Weaknesses:

Poor demographic selectivity

Limited time. Limited copy.

Complicated logistics

Can be expensive

Restrictions

Poor demographic selectivity

Limited time. Limited copy.

Complicated logistics

Can be expensive

Restrictions

Frequency and repetition

Large audiences. Low cost.

Visual impact

Blanket coverage

Versatility

Frequency and repetition

Large audiences. Low cost.

Visual impact

Blanket coverage

Versatility

Out-of-HomeOut-of-HomeStrengths & Weaknesses:Strengths & Weaknesses:

New technology New opportunities Example: McDonald’s in Piccadilly Circus…

New technology New opportunities Example: McDonald’s in Piccadilly Circus…

Out-of-HomeOut-of-HomeStrengths & Weaknesses:Strengths & Weaknesses:

Various formats. Special audiences.

Inexpensive Affordable frequency Affordable production

Reaches mobile market Scheduling & creative

flexibility Immediacy

Various formats. Special audiences.

Inexpensive Affordable frequency Affordable production

Reaches mobile market Scheduling & creative

flexibility Immediacy

Radio is cluttered

Radio is cluttered

RadioRadioStrengths & Weaknesses:Strengths & Weaknesses:

Radio spots are fleeting

and one more bit of interesting news

Radio spots are fleeting

and one more bit of interesting news

COMING SOON…HD RadioCOMING SOON…HD Radio

Impact Market coverage Intrusive Flexible Cost-efficient

(CPM) Prestigious

Impact Market coverage Intrusive Flexible Cost-efficient

(CPM) Prestigious

Fleeting Expensive

Big shows. Big Bucks.

Production can be

expensive Best shows have

limited availability

Fleeting Expensive

Big shows. Big Bucks.

Production can be

expensive Best shows have

limited availability

TelevisionTelevisionStrengths & Weaknesses:Strengths & Weaknesses:

Geographic flexibility Inexpensive Varied programming.

Specialized audiences. Upscale audiences

Wide variety of ad formats

Geographic flexibility Inexpensive Varied programming.

Specialized audiences. Upscale audiences

Wide variety of ad formats

Low ratings/ small audiences

Reporting is inadequate

Low ratings/ small audiences

Reporting is inadequate

Cable TVCable TVStrengths & Weaknesses:Strengths & Weaknesses:

New Low cost Interaction and

involvement Buzz and excitement

Measurable

New Low cost Interaction and

involvement Buzz and excitement

Measurable

Sites can be hard to find

Production can be expensive and time-consuming

Small to invisible audiences

Hugely cluttered Good quantitative

data hard to get

Sites can be hard to find

Production can be expensive and time-consuming

Small to invisible audiences

Hugely cluttered Good quantitative

data hard to get

New MediaNew MediaStrengths & Weaknesses:Strengths & Weaknesses:

Building

BuildingMedia Plan:Media Plan:

TheThe

Building The Media Plan:

Building The Media Plan:

Successful media planning is the task of selecting and

scheduling media that will reach as many of the

target audience as frequently as possible for the least

amount of cost.

Successful media planning is the task of selecting and

scheduling media that will reach as many of the

target audience as frequently as possible for the least

amount of cost.

Building The Media Plan:

Building The Media Plan:

The Media Plan is… a blueprint for future action…

organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed,

flexible, developed before the buy.

The Media Plan is… a blueprint for future action…

organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed,

flexible, developed before the buy.

Building The Media Plan:

Building The Media Plan: Media Objectives

WHAT your Media Plan hopes to achieve

Media Strategies HOW the Media Objective will be implemented

Media Objectives WHAT your Media Plan hopes to achieve

Media Strategies HOW the Media Objective will be implemented

Building The Media Plan:

Building The Media Plan:

Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis

Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis

Building The Media Plan:

Building The Media Plan: Evaluation & Analysis

Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity

Evaluation & Analysis Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity

Building The Media Plan:

Building The Media Plan:

Evaluation & Analysis Evaluation & Analysis + Problems & Opportunities Similar to Situation Analysis

in Chapter 8

Becomes foundation for…

+ Problems & Opportunities Similar to Situation Analysis

in Chapter 8

Becomes foundation for…The Media PlanThe Media Plan

Building The Media Plan:

Building The Media Plan: Planning Media Objectives Planning Media Objectives

Target Audience Seasonality Geography Reach & Frequency

Target Audience Seasonality Geography Reach & Frequency

Building The Media Plan:

Building The Media Plan: Planning Media Objectives Planning Media Objectives

Target Audience Profile Target Audience Profile Demographics Product Usage (Heavy/Med/Light)

Media Usage PMN - Personal Media Network

Media Consumption Core Audience Aperture

(Time/Place/Circumstance)

Demographics Product Usage (Heavy/Med/Light)

Media Usage PMN - Personal Media Network

Media Consumption Core Audience Aperture

(Time/Place/Circumstance)

Building The Media Plan:

Building The Media Plan: Planning Media Objectives Planning Media Objectives

Seasonality Seasonality Seasonal sales

Media Efficiency Competitive media presence

Promotions Scheduled

Seasonal sales

Media Efficiency Competitive media presence

Promotions Scheduled

Building The Media Plan:

Building The Media Plan: Planning Media Objectives Planning Media Objectives

Geographic Considerations Geographic Considerations Distribution

National/Regional/Local Budget

National/Regional/Local Competition

Offensive or Defensive Strategy? Sales by Market

Distribution National/Regional/Local

Budget National/Regional/Local

Competition Offensive or Defensive Strategy?

Sales by Market

Building The Media Plan:

Building The Media Plan: Planning Media Objectives Planning Media Objectives

Reach and Frequency Reach and Frequency Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition

Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition

Building The Media Plan:

Building The Media Plan:

Planning Media Strategies Planning Media Strategies Nature of Media/Message Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that don’t fit Brand Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad

Nature of Media/Message Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that don’t fit Brand Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad

Building The Media Plan:

Building The Media Plan:

Planning Media Strategies Planning Media Strategies Media Efficiencies - CPM Media Efficiencies - CPM

CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media.

The following is a comparison of cost-efficiency for reaching Women 18-49

CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media.

The following is a comparison of cost-efficiency for reaching Women 18-49

Building The Media Plan:

Building The Media Plan: CPM - Women 18-49 CPM - Women 18-49

Network Radio :30 2.81Day Network :30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication :30 13.29Evening News :30 17.80Prime Network :30 18.31

Network Radio :30 2.81Day Network :30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication :30 13.29Evening News :30 17.80Prime Network :30 18.31

Building The Media Plan:

Building The Media Plan:

Planning Media Strategies Planning Media Strategies Scheduling Strategies Scheduling Strategies

Four Types of Ad Schedules: Four Types of Ad Schedules:

Building The Media Plan:

Building The Media Plan:

The Media Buy (Implementation)

Buying - a separate function Involves tough-minded negotiating Involves long-term relationships

Media Buying Services Growing field - specialists Part of “unbundling”

The Media Buy (Implementation)

Buying - a separate function Involves tough-minded negotiating Involves long-term relationships

Media Buying Services Growing field - specialists Part of “unbundling”

Building The Media Plan:

Building The Media Plan:

Post-Buy Analysis Measure actual performance

Media makes “guarantees” Involves large amounts of $

If below guarantee, media must provide a “make-good.”

And, if you do a good job…

Post-Buy Analysis Measure actual performance

Media makes “guarantees” Involves large amounts of $

If below guarantee, media must provide a “make-good.”

And, if you do a good job…

Building The Media Plan:

Building The Media Plan:

You Get to Do It Again Next Year!

You Get to Do It Again Next Year!

Media Planning:Media Planning:

New importance of the media function “Unbundling” = New Media Agencies New Global Relationships

Mega-brands and mega-agencies

Growing # of media choices means growing need for media planning

Development of “account planning” style connection planning

New importance of the media function “Unbundling” = New Media Agencies New Global Relationships

Mega-brands and mega-agencies

Growing # of media choices means growing need for media planning

Development of “account planning” style connection planning

A New RevolutionA New Revolution

Media Planning:Media Planning:

“It will be more challenging to work in advertising in new media… it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”

Jayne Spitler, Leo Burnett/StarCom

“It will be more challenging to work in advertising in new media… it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”

Jayne Spitler, Leo Burnett/StarCom

A New RevolutionA New Revolution

Media Planning:Media Planning:

“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”

David Martin, CEO/Penta-Com

“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”

David Martin, CEO/Penta-Com

A New RevolutionA New Revolution

Media Planning:Media Planning:

“In a rapidly changing media world, an understanding of the

consumer/ media relationship is of fundamental importance to the process.”

Andy Tilley. Zenith Media

“In a rapidly changing media world, an understanding of the

consumer/ media relationship is of fundamental importance to the process.”

Andy Tilley. Zenith Media

A New RevolutionA New Revolution

Media Planning:Media Planning:

“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”

Keith Reinhard, Chmn DDB

“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”

Keith Reinhard, Chmn DDB

A New RevolutionA New Revolution

Media = Creative Content Distribution:

Media = Creative Content Distribution: That’s how CP+B describes their Media Function

Media = “The New Creative Frontier”

Let’s look at a few examples…

That’s how CP+B describes their Media Function

Media = “The New Creative Frontier”

Let’s look at a few examples…

An early example: The Loop TV about outdoor for a radio

station

An early example: The Loop TV about outdoor for a radio

station

QuickTime™ and aH.263 decompressor

are needed to see this picture.

Media = Creative Content Distribution:

Media = Creative Content Distribution:

Burger King (CP+B):“Simpsonize” Burger King (CP+B):“Simpsonize”

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Media = Creative Content Distribution:

Media = Creative Content Distribution:

Nike: TV about a Website Nike: TV about a Website

Media = Creative Content Distribution:

Media = Creative Content Distribution:

Frito-Lay: Commercial Contest 1900 Entries • 5 finalists posted

online

Frito-Lay: Commercial Contest 1900 Entries • 5 finalists posted

online

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Media = Creative Content Distribution:

Media = Creative Content Distribution:

&&Questions DiscussionQuestions Discussion

& & The Marketing of Messages

The Marketing of Messages

Chapter 10 Chapter 10

MediaMedia

&&Questions Discussion:Questions Discussion: