4550: media strategy ii professor campbell 3/17/05

4550: Media Strategy II4550: Media Strategy II

Professor Campbell

3/17/05

Today’s PlanToday’s Plan

• Media Strategy: – Three factors– Effective Frequency & Reach

Three Important FactorsThree Important Factors

• Continuity– The distribution of exposures (over

successive cycles), for the average target audience member, for the entire planning period

• Reach– The number of different audience

members exposed to a media vehicle at least once in a given period of time

• Frequency– The average number of times those

reached are exposed to a media vehicle in a given period of time

ContinuityContinuity

0

5

10

15

20

25

30

Jan March MayContinuous

ContinuousFlightingPulsing

ContinuityContinuity

• Continuous schedules have been found to be more effective than separate flights in driving brand sales

Gross Rating Points (GRPs):The advertising “weight” thata media schedule delivers = Reach X Frequency

GRPsGRPs

GRPs ExampleGRPs Example

• Schedule A1 insertion/week in a weekly TV series TV series has a 40 reach ratingWhat is the GRP for the month?

• Schedule B1 insertion in each of 6 shows with the following ratings1: 302: 203: 254: 305: 256: 30

What is the GRP?

Effective FrequencyEffective Frequency

• The number of exposures necessary to predispose the typical target audience individual toward the brand, in the fashion reflected in the communication objectives (e.g., brand awareness, brand attitude).

“Establishing frequencygoals for an advertisingcampaign is a mix of artand science but with a definite bias toward art.”

Joseph Ostrow,Exec. VP,Young & Rubicam

Effective FrequencyEffective Frequency

Herbert Krugman suggests that only three advertisingexposures are necessary

1st exposure – “What is it?”2nd exposure – “What of it?”3rd exposure – “Oh yes, I should do that.”

WearoutWearout

• When continued repetition of an advertising message results in the onset of “tedium” such that the message decreases in effectiveness.

Establishing Frequency ObjectivesEstablishing Frequency Objectives

• Decide what minimum frequency goal is needed to reach the advertising objectives and what level of frequency is likely to lead to wearout– Estimate effective frequency by considering

• marketing factors• message factors• media factors

• Maximize reach at that frequency level

Factors in Establishing Frequency ObjectivesFactors in Establishing Frequency Objectives

MarketingFactors

Brand

Product

Audience

Factors That Influence Frequency NeedsFactors That Influence Frequency Needs

MessageFactors

Content

Campaign

Execution

Factors in Establishing Frequency ObjectivesFactors in Establishing Frequency Objectives

MediaFactors

VehicleAttention

Clutter

Exposures

Effective ReachEffective Reach

• The number, or percent, of the target audience reached at (at least) the effective frequency level

Effective ReachEffective Reach

• The number, or percent, of the target audience reached at (at least) the effective frequency level

• Effective reach should govern media tradeoffs and the media plan.

Media Math Example

5555TotalExposures

XX

2

XX

2

X

1

XX

X

3

X

1

XX

2

X

XX

30

XXXX

4

XX

2

1234TotalExposure

TotalExposuresJIHGFEDCBAWeek

Dodge Rambler Advertised in Rolling Stone MagazineTarget-Audience Member

Audience MembersPercentage FFrequency Distribution (F)

Summary Statistics

TV Ad ExposureTV Ad Exposure

• Time of Day .

• All Dayparts Average• Early Morning (‘til10:00 am)

• Daytime (10 - 4:30 pm)

• Early Fringe (4:30 - 8)

• Prime (8 - 11 pm)

• Late Night (11 - 1)

• Overnight

Commercial Audience as % of Program Audience

75%608090908550

Developing the Media PlanDeveloping the Media Plan

• Matching the most appropriate media to the target market– “Which 1) media and 2) media vehicles are

best to get my message to my chosen target?”

– “How do I maximize effective reach?”

Reality...Reality...

• Frequent use of secondary (index) data for setting target– Index number = 100 X % of users in

demographic segment/% of pop• Demographic matching commonly used,

with proxies for advertising exposure• Reach and frequency goals are often set

on atheoretical bases• Media selected based on GRP,

determined on the basis of media rating by demographics

• Relative costs determined by cost per thousand, cost per rating point, etc.

Goals...Goals...

• Link media objectives to communication objectives

• Maximize communication impact with budget

SummarySummary

• Think about how many targets you want to reach, how often, and how smoothly over time– Generally speaking, want a continuous

schedule– Avoid “wearout”

• Estimate effective frequency– Market, media & message factors influence

• GRP = Reach X Frequency– This number hides information that you want– Use frequency distribution

• Maximize effective reach