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