ADV 435

Chapter 7 Media Strategy and

Tactics

Overview

Consumers are distracted

• No Long Just watch TV

• Multi tasking

•Cell Phones

•iPads

•Laptops

•TV as background

Purpose

Efficient and Effective

communication

Purpose

Efficient = Most delivery for least

cost

Effective = Media that influences

and enhances message

Starts With

Budget

•which media to include

•Impacts creative

Plan Objectives

• Reach

• Frequency

• Timing (start/end)

• Time Frame (#weeks/mos)

• Delivery Options

• Impressions

• GRP’s & TRP’s

Plan Objectives

• Reach

• Frequency

• Timing (start/end)

• Time Frame (#weeks/mos)

• Delivery Options

• Impressions

•GRP’s & TRP’s

Plan Objectives

•Quantitative

•Qualitative

Plan Objectives

Quantitative

• Delivery of Message

• How

• Where

• When

• To Whom

Plan Objectives

Qualitative

• Impact of Message

• Public

• Private

Quantitative Objectives

Reach = # DIFFERENT

people exposed in

given period

Ex: 75% men 45-74 Sept-Dec

Quantitative Objectives

Frequency = # Times

people exposed

in given period

Ex: 80% women 25-34 3x per

week in four weeks

Quantitative Objectives

Reach & Frequency

Are inversely related.

As you increase freq,

Reach drops

Quantitative Objectives

Reach & Frequency

Are inversely related.

To increase both:

• Lengthen Schedule

• Increase budget

Effective R & F

How many People &

How many Repetitions

Does it take to achieve

Desired awareness

Effective R & F

How many times:

“No Final Exam” vs. “theory

of relativity”

Effective R & F

How many People:

Class Announcement vs.

Blackboard

Effective R & F

General Considerations

• One exposure has no impact

•Exception: Super Bowl Ads????

• Main Thrust should be Freq.

• 2x in 4 weeks is minimum

• 3x in 4 weeks is Optimal

• beyond 3x in 4 weeks = law of

Diminishing returns

Effective R & F

General Considerations• Wear out is not frequency based but rather creative

• Great ones don’t wear out!

•http://www.youtube.com/watch?v=VFKifpMtlNs

•http://www.youtube.com/watch?v=Ug75diEyiA0&feature=related

•http://www.youtube.com/watch?v=rmPRHJd3uHI&feature=related

Effective R & F

General Considerations

• Lesser Known Brand – Focus on

Frequency

• Better Know Brand – Focus on Reach

Effective R & F

General Considerations

TV Dayparts = different goals

•News & prime Access = Frequency

• Less costly, more spots

• Prime = Reach

• More costly, less spots

Effective R & F

General Considerations

Magazines = different goals

• Thick = More Reach

• more to read/ longer to respond

• Thin = More Frequency

• Less to read, quicker to respond

Effective R & F

General Considerations

Greater SOV = Greater benefit

from increased frequency

Timing

When sales or high or low?

•Aim for sales inclination(when people buy)

• Start schedule just ahead to allow

awareness to build

• use teaser ads (coming Soon)

• use ads with start dates

• Fish when they are biting

Timing

Budget Constraints

Flighting or Pulsing?

• Flighting provides more impact in less time

• Pulsing creates impression of constant

advertising

• Out of sight = out of mind

Timing

Competitive considerations

• If budget allows, match timing

• If not, seek alternative periods

• Be aware of customer expectations• Best Food Day

• Sunday Car Section

• Sports Section for beer, gear

• Opportunities to recoup or increase SOM

Timing

Specific Goals of Brand

• New Product Launches

• Re-launches

• Model Year Intros

Timing

Product Availability & Promotion

Requirements

•No Product = No ads

• No Participation = no Ads

• Oprah Web Coupon for

Free Lunch of

Kentucky Grilled Chicken

May 2009

Timing

Seasonality

• Shovels in Summer?

• Water Ice in Winter?

• Yet Fashion has long lead into season.

• Try finding:

• Ear Muffs

• Gloves & Boots

Timing

Stage of Product Life Cycle

• Earlier = More $ & Weight

• Windows of Opportunity

to be first or only on air

• Later = More Media options as

Target(s) expand

GRP’s vs. TRP’s

Sometimes considered same

Actually:

GRP’s = Population as whole

TRP’s = Specific demo

Strategic Considerations

• Target Audience

• Media Classes

• Media Mix

• Media timing

Target Audience

• Demographics

•Simmons, MRI, SBP

• Can vary weight by

• Primary (75%)

• Secondary (20%)

• Tertiary (5%)

Target Audience

• Psychographics

• beliefs

• Opinions

• Interests

• Personalities

• Behaviors

Target Audience

• Lifestyles = Application of

Psychographics

Target Audience

• Product or Brand usage

•Heavy

• Medium

• Light

Target Audience

• Product or Brand usage

• Index demo’s usage/Average use

• Positive index = 100 or more

• But do 100+ targets create enough of

a media target?

• Can we reach them efficiently?

• Are <100 indices a worthwhile media

target?

• Why are they <100?

• Distrib./Lifestyle/Geography

Target Audience

• Product or Brand usage

• Can Network buy improve Index

• Remember Media Purpose is

Efficiency…most delivery at least

cost

Target Audience

• geodemographics

• Spot TV/ Cable TV

• Web/Text/E-mail

• Regional Magazines

• NJ Monthly/SJ/ New York Magazine

• Regional Editions of National

Magazines

• Outdoor

Media Classes

• Newspaper

• Magazines

• Television

• Radio

• Outdoor

• Internet/E- mail

• Text

Media Classes

• Transit

• In Store

• Arena

• Kiosks

• Specialty

• Telemarketing

• Direct Mail

Media Mix

DaypartsTV:

• Prime

• Access

• News (Early & Late)

• Late Night

• Morning

• Daytime

• Sports

Media Mix

DaypartsRadio:

• AM/PM Drive

• Mid day

• Nights/Overnights

• Weekends

• Sports

Media Mix

Formats

Radio:

• News

• Talk

• Sports

• Religious

• Music Types

• Public

Media MixFormats

TV:

• News

• Talk

• Sports

• Religious

• Comedy

• Drama

• Reality

• Game Show

• Movie

• Documentary

• Specials

Media Mix

Factors in Mix• Target Audience

• What do they

• Watch

• Read

• Listen to

Media Mix

Factors in Mix• geography

• Where are they?

• Is network or full run

more efficient then Spot, Regionals?

Media Mix

Concentrated or Assorted

Mix• Concentrated seeks to “own” a

medium.

• Focus on fewer media, and choices

within.

• TV/Print

• CBS/Fox and USA Today/WSJ

Media Mix

Concentrated or Assorted

Mix• Assorted Mix allows for focus on

secondary, tertiary and diverse

targets

Media Timing

Continuity

• Continuous – each week

• Full Year Sponsorships

• Weather/Traffic/Sports

• Sustaining Support for

Breakfast or All Night Drive-

thru

Media Timing

Flighting

• few weeks on, some off

• Often build around:

• Holidays

• Events

• Seasons

• Sales patterns

Media Timing

Pulsing

• two weeks on, two off

• More Effective as

reminder But….

• Focus is on Frequency

Media Buying

• Hold back portion for special

opportunities:

• Events – national/local

• Special issues – print

• Remotes – radio

• Sponsorships

• Contingencies – Sales, PR

Media Buying

• Minimize Waste

• Non prospects

• Costs – Formulas - $ on Top

• CPM = (Cost per unit x 1000)

audience

• CPP = (cost of spot)

Rating

Flowcharts

By:

• Brand

• Market

• Product

• Annual

• Monthly

• Quarterly