media planning and analysis chapter fifteen. chapter fifteen objectives describe the major factors...
TRANSCRIPT
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Media Planning and Media Planning and AnalysisAnalysis
Chapter Fifteen
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Chapter Fifteen ObjectivesChapter Fifteen Objectives
• Describe the major factors used in segmenting target audiences for media strategy purposes
• Explain the meaning of reach, frequency, gross rating points, target rating points, effective rating points, and other media concepts
• Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection
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Chapter Fifteen ObjectivesChapter Fifteen Objectives
• Describe the use of the efficiency-index procedure for media selection
• Distinguish the differences among three forms of advertising allocation: continuous, pulsed, and flighted schedules
• Explain the principle of recency, or shelf-space model, and implications for allocating advertising expenditures over time
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Chapter Fifteen ObjectivesChapter Fifteen Objectives
• Perform cost-per-thousand calculations
• Interpret the output from a computerized media model
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Saab 9-5Saab 9-5
• In the late 1990s, Saab introduced a new luxury sedan: the Saab 9-5
• Saab had done little to expand its brand image in U.S.
• Historically it attracted younger customers, but needed the luxury sedan to appeal to families and older customers
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Saab 9-5Saab 9-5
A mass-market advertising campaign was undertaken with the following objectives:
1. Generate excitement for new 9-5 model line
2. Increase overall awareness for Saab name
3. Encourage customers to visit dealers and test-drive
4. Retail 11,000 units of 9-5 during introductory year
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Saab 9-5Saab 9-5
• Television commercials were run on network TV and cable in May
• A newspaper campaign began earlier in March with ads in USA Today and Wall Street Journal
• Ads also ran yearlong in several automobile magazines
• Internet banner ads were also run throughout the year
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Saab 9-5 Media PlanSaab 9-5 Media Plan
• Tactical Plan
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Saab 9-5 Magazine AdSaab 9-5 Magazine Ad
• Magazine ad
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Saab 9-5 Dealer KitSaab 9-5 Dealer Kit
• Dealer Information Kit
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Saab 9-5 Direct Mail uestionnaireSaab 9-5 Direct Mail uestionnaire
• Direct mail questionnaire
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Saab 9-5 Direct Mail ResponseSaab 9-5 Direct Mail Response to Questionnaire to Questionnaire
• Response to direct mail questionnaire
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Saab 9-5 Dealer LeadsSaab 9-5 Dealer Leads
• Dealer lead information card
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Saab 9-5 Dealer Sales LiteratureSaab 9-5 Dealer Sales Literature
• Dealer consumer sales literature
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Saab 9-5 Consumer Test Drive Saab 9-5 Consumer Test Drive ContestContest
• Test-drive invitation and contest
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Saab 9-5 Consumer Test Drive Saab 9-5 Consumer Test Drive ContestContest
• Contest entry card
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1-800-COLLECT Media Strategy1-800-COLLECT Media Strategy
• 1-800-Collect media strategy guide
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Media OverviewMedia Overview
• Advertisers are placing more emphasis than ever on media planning
• Choosing media & vehicles is the most complicated of all marketing communications decisions
• Aside from specific vehicles in media, the planner has to choose geographical locations and budget distribution over time
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The Media-Planning ProcessThe Media-Planning Process
Media planning
Involves the process of designing a
scheduling plan that shows how
advertising time and space will
contribute to the achievement of
marketing objectives
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Overview for the Media Planning Overview for the Media Planning ProcessProcess
Advertising Strategy
Advertising
Objectives
AdvertisingBudget
MessageStrategy
MediaStrategy
Media Strategy
• Audience Selection• Objective Specification• Media and Vehicle• Media Buying
Marketing Strategy
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The Media-Planning ProcessThe Media-Planning Process
As shown in the figure, media planning involves coordination the coordination of three levels of strategy formulations:
• Marketing Strategy
• Advertising Strategy
• Media Strategy
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The Media-Planning ProcessThe Media-Planning Process
Marketing Strategy:
Provides impetus and direction for choice of both advertising and media strategies
Advertising Strategy:
Involves advertising budgets, objectives and message and media strategies
– extends from overall marketing strategy
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4. Buying media
The Media-Planning ProcessThe Media-Planning Process
1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and
vehicles
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Selecting the Target AudienceSelecting the Target Audience
Four major factors
(1) Buyographics
(4) Lifestyle/psychographics
(2) Geographic
(3) Demographic
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Specifying Media ObjectivesSpecifying Media Objectives
1. What proportion of the population should be reached with advertising message during specified period (reach)
2. How frequently should audience be exposed to message during this period (frequency)
3. How much total advertising is needed to accomplish reach and frequency objectives (weight)
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Specifying Media ObjectivesSpecifying Media Objectives
4. How should the advertising budget be allocated over time (continuity)
5. How close to the time of purchase should the target audience be exposed to the advertising message (recency)
6. What is the most economically justifiable way to accomplish objectives (cost)
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ReachReach
Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)
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ReachReach
• Reach represents the percentage of target customers who have an opportunity to see the advertisers message.
• Other terms used by Media Planners to describe reach:
• 1+ (read “one-plus”)• net coverage• unduplicated audience• cumulative audience ( or “cume”)
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Factors Determining the ReachFactors Determining the Reach
• More people are reached when a media schedule uses multiple media
• The number and diversity of media vehicles used
• By diversifying the day parts
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FrequencyFrequency
Average number of times
an advertisement reaches
the target audience in a
four-week period
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Market Factors/Frequency LevelsMarket Factors/Frequency Levels
• Brand HistoryBrand History NewNew High High• Brand ShareBrand Share HighHigh Low Low• Brand LoyaltyBrand Loyalty HighHigh Low Low• Purchase CyclePurchase Cycle Short Short High High• Usage CycleUsage Cycle ShortShort High High• Share of VoiceShare of Voice HighHigh High High
Market Factor TypeMarket Factor Type Frequency Frequency
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Message Creative Message Creative Factors/Frequency LevelsFactors/Frequency Levels
• Message ComplexityMessage Complexity SimpleSimple LowLow• Message UniquenessMessage Uniqueness UniqueUnique LowLow• NewnessNewness NewNew HighHigh• Image FactorsImage Factors ImageImage HighHigh• Message variationMessage variation LittleLittle LowLow
Message/Creative Factor TypeMessage/Creative Factor Type Frequency Frequency
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Media Factors/Frequency LevelsMedia Factors/Frequency Levels
• ClutterClutter LowLow HighHigh• Editorial NatureEditorial Nature ConsistentConsistent LowLow• AttentivenessAttentiveness HighHigh LowLow• SchedulingScheduling ContinuousContinuous LowLow• Number of MediaNumber of Media a Lota Lot LowLow
Media Factor Type FrequencyMedia Factor Type Frequency
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WeightWeight
How much advertising volume is required to accomplish advertising objectives
Three weight metrics:
• Gross ratings
• Target ratings
• Effective ratings
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WeightWeight
Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering
GRPs=Reach(R) X Frequency(F)
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Determining GRPs in PracticeDetermining GRPs in Practice
• GRPs are the sum of all vehicle ratings in a media schedule
• Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised
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Determining GRPs in PracticeDetermining GRPs in Practice
• 100 GRPs could mean:100 GRPs could mean:
100 % exposed once100 % exposed once
50 % exposed twice50 % exposed twice
25% exposed four times25% exposed four times
etc.etc.
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WeightWeight
Target Rating Points (TRPs)
Adjust a vehicle’s rating to reflect just those individuals who match the advertiser’s target audience
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WeightWeight
Effective Rating Points (ERPs)
• Effective reach
• Effective frequency
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The Concept of ERPsThe Concept of ERPs
• How often the target audience have an opportunity to be exposed?
• Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of target audience too few or too many times
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How Many Exposures are Needed?How Many Exposures are Needed?
Three-Exposure Hypothesis
The minimum number of exposures
needed for advertising to be effective
is three
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How Many Exposures are Needed?How Many Exposures are Needed?
The Efficiency-Index Procedure
Media schedule that generates the
most exposure value per GRP
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Efficiency Index ProcedureEfficiency Index Procedure
Exposure Value
Exposure Distribution
Total Exposure Value
Index of Exposure Efficiency
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Effective Reach in Advertising PracticeEffective Reach in Advertising Practice
• 3-10 exposures during a media-planning period (typically 4 weeks)
• Using multiple media
• Subjective factors must be considered
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ContinuityContinuity
How advertising is allocated during
the course of an advertising
campaign : how should the media
budget be distributed?
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ContinuityContinuity
• Continuous schedule
• Pulsing
• Flighting
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Continuous, Pulsing, and Flighting Continuous, Pulsing, and Flighting SchedulesSchedules
0
200
400
600
J F M A M J J A S O N D
Continuous Pulsing Flighting
Advertising Schedules
Ad
$ (
in t
ho
usa
nd
s)
(months)
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Recency PlanningRecency Planning
(1)Consumers’ first exposure to an advertisement is the most powerful
(2)Advetising primary role is to influence brand choice
(2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency
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Optimizing Weekly ReachOptimizing Weekly Reach
• Advertising teaches consumers
• Influence brand selection
• Messages are most effective when close to
purchase time
• Cost-Effectiveness of first exposure is greater
than subsequent
• Allocate budget to reach consumers often
• Reach target audience continuously rather than sporadically
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Toward ReconciliationToward Reconciliation
Illustration of
advertising’s
“Chance Encounter”
and the value of
achieving reach
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Cost ConsiderationsCost Considerations
The cost of reaching 1,000 members of
the target audience, excluding those
people who fall outside the target market
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Cost considerationsCost considerations
Cost per Thousand (CPM)
Target Market (TM)
CPM= Cost of ad # of contacts (expressed in thousands)
CPM-TM= Cost of ad # of TM contacts
(expressed in thousands)
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Cost ConsiderationsCost Considerations
• Measures of cost efficiency, not of effectiveness
• Lack of comparability across media
• Misused unless vehicles within a particular medium are compared on the same basis
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TradeoffsTradeoffs
• Tradeoff must be made because media planners operate under the constraint of fixed advertising budget
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Media Planning SoftwareMedia Planning Software
ADplus
1. User develops a media database
2. User selects criterion for schedule optimization
3. User specifies constraints
4. ADplus seeks out the optimum media schedule
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Diet Dr. Pepper CampaignDiet Dr. Pepper Campaign
Market Situation
• Sluggish category growth
• Growth of new-age beverages
• Price sensitive
• Lack of bottler attention and focus
• Inadequate distribution
• Greater spending by major competitors
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Media StrategyMedia Strategy
Media plan for
Diet Dr. Pepper
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Media Plan for Diet Dr. PepperMedia Plan for Diet Dr. Pepper
Media plan for Diet Dr. Pepper
(page 2)
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Campaign Target and ObjectivesCampaign Target and Objectives
• Increase sales by 4% and improve growth rate to 1.5 times the diet soda category
• Heighten consumer knowledge
• Differentiate product
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ResultsResults
• Sales grew by 6.6%
• Consumer brand ratings of Diet Dr. Pepper surpassed Diet Coke and Diet Pepsi in several key areas