Media Characteristicsand Planning

MKT 846

Professor West

Agenda

Big Picture Planning

How do you decide what media are most appropriate?

Where and how often do you want your message heard?

What other options are there besides making a big splash on television?

Testing your skills continued

Nontraditional Approach…

BMW’s re-launch of the Mini Cooper in 2002 “Giving a small car big 'tude: cute enough for kids to ride,

small enough to fit on top of an SUV and sexy enough to be a Playboy centerfold, the new BMW Mini launched with many guerrilla twists and turns.” Brandweek

Nontraditional Approach…

BMW’s re-launch of the Mini Cooper in 2002 Kerri Martin was assigned to be the guardian of the brand’s

soul. She refused to consider a traditional launch for the car. Instead she looked for novel ways to “create buzz” about the brand.

Target Market: People who see themselves as risk takers, nonconformists, and adventure seekers. These individuals were not defined by their age but by their spirit.

Objectives: Reach 25% brand awareness within one year, and sell 20,000 cars.

Non-traditional Approach…

Magazine ads broke the mold, forcing sellers to invent new rate cards. Ads appeared Auto Week and Rolling Stone, in which

the magazines' binding staples were center-stripe orange to accentuate the visual of faint tire tracks. To show how Mini's handling inspires risk-taking, marketers went so far as to insert real motion sickness bags.

Mini is the first automobile to actually win bragging rights as Playboy's Playmate of the Month in June. Ads ran biographical photos of Mini's "youth" in London, complete with cartoons on the flip-page.

In the six months preceding the launch, the website registered 210,000 leads.

55,000 visitors signed up to receive the e-mail newsletter

Brand awareness levels went from zero to 25% in nine months, and up to 67% by June 2003.

Exceeded its sales goal, with 24,590 cars sold in nine months.

Results

How nontraditional tools work?

Visibility/Exposure

“Buzz” Word of Mouth

Missionary Advocacy Virtuous Cycle of Excitementfor the Brand Word-of-Mouth

Infatuation

Sales/Purchase

How nontraditional tools work?

Desired End-State:

Purchase

Possible End-State: Brand forgotten

Time

Phase I Phase II

Gen

erat

ing

exci

tem

ent,

buzz

, vis

ibili

ty

Point of“infatuation”

Excitement

Getting the most for your media dollars

Four Step Planning Process

1. Media

Targeting

Who, where, and how big is the target audience?

How much does a target household consume?

How is the brand doing on one market compared to other markets?

Customer database

CDI = category development index

BDI = brand development index

Internal sales data

2. Media

Objectives

How much reach and targeted reach?

How much frequency and effective frequency?

What frequency distribution is acceptable?

How many GRPs or TGRPs?

Should media weighted by market?

MRI, Nielsen, and other media sources

Agency software (SRDS)

Past history of campaigns

Share data from Nielsen

Media Targeting:

Category Development Index Measures the relative consumption rate in a market for a particular

category.

Average consumption per HH in CDI = a specified market X 100

Average consumption per HH nationally

Values above 100 are higher than average and below 100 are lower than average.

CDI informs marketers where they will get their best return on media dollars

Media Targeting:

Brand Development Index Measures the relative development in a market for a particular brand.

Average consumption of brand ABDI = per HH in a specified market X 100

Average consumption of brand A per HH nationally

Values above 100 are higher than average and below 100 are lower than average.

CDI informs marketers where they will get their best return on media dollars

Media Profiles:

Media Kits Mediamark Research Inc. (MRI) Gallup & Robinson

Sample MRI Report

Audience (000) Median AgeMedian Household

Income

Magazine Circulation

(000) Adult Men Women Adult Men Women Adult Men Women

Total Adult Population

N/A 205,368 98,475 106,894 43.5 42.9 44.2 50,093 53,740 46,669

Fitness 1,189 5,558 1,589 3,969 36.2 38.1 35.5 54,715 55,102 54,551

Good Housekeeping

4,555 24,675 3,176 21,499 47.7 49.4 47.4 52,760 54,381 52,507

Health 1,417 6,720 1,960 4,760 43.8 42.1 44.3 47,973 49,541 47,353

Ladies' Home Journal

4,099 13,919 862 13,056 49.4 56.7 49 54,716 53,639 54,820

Prevention 3,065 10,668 2,275 8,392 51.7 56.2 50.7 56,271 61,017 55,429

http://www.mriplus.com

Media Objectives:

Reach = the percentage of a specified audience having the opportunity to be exposed one or more times to a particular communication vehicle within a specified time period Targeted Reach = the portion of a vehicle’s audience that’s in the

brand’s target market Frequency = the average number of times those who are

reached have an opportunity to be exposed to a brand message within a specified time period.

GRP = reach times the average number of exposures during a specified time period.

Targeted Gross Rating Points = the number of GRPs delivered against just the targeted audience.

How Many Exposures is Necessary?

0

10

20

30

40

50

60

70

80

1 2 3 4 5 6 7 8 9 10 12 13 14

Reach

Number of Exposures

Total Exposure versus Effective Exposure

Effective exposure

Excessive Exposure

How Many Exposures is Necessary?

Variables determining the brand message impact Complexity of the message Attention value of the medium Attention grabbing power of the message Consumer involvement and message relevance MC objectives The role of personal influence Share of voice

Four Step Planning Process

3. Media

Strategies

Which media and how much of each?

What is the target customer’s buying process?

When is the best time to reach customers and prospects?

What media environment is the most compatible with the brand image?

What are my best CPMs and CPPs?

Media kits from each media vehicle

SRDS (Standard Rate and Data Services)

Review past campaigns

4. Media

Schedule

Should media be continuous, pulsed, or flighted?

How seasonal is the buying process?

Budget

Analysis of sales

Closing dates from media

How to accomplish your objectives

Consider the buyer decision process AIDA Mass media are used to create attention and maintain

brand awareness At the desire and action stage, interactive media deliver a

more personal message with greater impact Media tools are used to make objective cost

comparisons among options Cost per thousand (CPM) = Cost x 1,000

Circulation/Reach

Media Characteristics

Advantages Disadvantages

Television Mass coverageHigh reachImpact on senseHigh prestigeLow cost per exposureAttention gettingFavorable image

Low selectivityShort message lifeHigh absolute costHigh production costsClutter

Radio Local coverageLow costHigh frequencyFlexibleLow production costWell-segmented audiences

Audio onlyClutterLow attention gettingFleeting message

Media Characteristics

Advantages Disadvantages

Magazines TargetedQuality reputationHigh information contentLongevityMultiple readers

Long lead time for ad placementVisual onlyLack of flexibility

Newspapers High coverageLow cost Short lead timeAds can be placed targeted sectionsTimelyReader controls exposureCan be used for couponsReader education and income

Short lifeClutterLow attention-getting capabilitiesPoor reproduction qualitySelective reader exposureDecreasing readership

Media Characteristics

Advantages Disadvantages

Outdoor Location specificHigh repetitionEasily noticed

Short exposure timePoor imageLocal restrictions

Direct Mail High selectivityReader controls exposureHigh information contentOpportunities for repeat exposures

High cost/contactPoor imageClutter

Internet/

Interactive Media

User selects product infoUser attention/involvementInteractive relationshipDirect selling potentialFlexible message platform

Limited creative capabilitiesWeb snarlTechnological limitationsFew valid measurement toolsLimited reach

Which Media Do It Best?

TV Magazines Newspaper Radio Outdoor

Demonstration

Elegance

Features

Quality

Excitement

Imagination

Best Worst

Which Media Do It Best?

TV Magazines Newspaper Radio Outdoor

Leadership

Information

Authority

News

Impact

Price

Best Worst

Which Media Do It Best?

TV Magazines Newspaper Radio Outdoor

Beauty

Entertainment

Sex Appeal

Snob Appeal

Product in use

Humor

Best Worst

Media Scheduling Strategies

Flighting

Continuous

Pulsing

J F M A M J J A S O N D

Media Scheduling Strategies

Flighting

Continuous

Pulsing

\

J F M A M J J A S O N D

Supplements

Advertising Expenditures, Part I

Advertising Expenditures, Part II