reach the percentage of different people exposed to a vehicle at least once. factors that affect...
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Reach
The percentage of different people exposed to a vehicle at least once. Factors that affect reach level:• New product introduction (brand awareness, launch)• Advertising support for sales promotion activities• Competitor’s levels• Budget• Previous reach levels
Frequency
The average number of times an audience member is exposed to a commercial. Factors that affect frequency level:• Repetition• Compete in a highly competitive market• Uniqueness of the message• Noise level• Competitors’ levels• Media prices
Reach and GRP
Reach and GRP are directly related:
GRP Reach
600 85%
700 86%
800 87%
.....
1300 90%
Reach and Frequency
Reach and frequency are indirectly related:
GRP Reach Frequency
600 85% 1+
600 50% 3+
Reach, Frequency and GRP
How reach builds over time?• GRP and reach are directly related with each other. As GRP increases, reach also increases, but there is a diminishing point. After that point reach remains constant. There is no need to increase the level of advertising after that point.
Source: Advertising Media Planning, Exhibit 5.6, p.96
How reach builds over time?
• When a campaign starts out, reach rises quickly, as many people haven’t seen the advertisement before.
• As the campaign becomes more mature, there are fewer and fewer new people exposed. Reach rises more slowly. Meanwhile, the number of people exposed more than once, frequency, increases.
Effective Reach and Effective Frequency
Effective Reach: The percent of the target audience exposed at the frequency level that is effective in the planner’s judgement.
Effective Frequency: The amount of frequency the planner judges to be necessary for advertisements to be effective in communicating.
How do we decide effective reach and frequency?
Joseph W. Ostrow has defined factors that affect effective frequency as belows:
• Marketing factors• Copy factors• Media factors
Source: Sissors, Baron, Advertising Media Planning, p.214
The Ostrow Model of Effective FrequencyLow Required Frequency Frequency Adjustment High Required Frequency
Market FactorsEstablished brand -.2 -.1 +.1 +.2 New brandHigh brand share -.2 -.1 +.1 +.2 Low brand shareHigh brand loyalty -.2 -.1 +.1 +.2 Low brand loyaltyLong purchase cycle -.2 -.1 +.1 +.2 Short purchase cycleLess frequent usage -.2 -.1 +.1 +.2 Frequency usageLow share of voice -.2 -.1 +.1 +.2 High share of voiceTarget other group -.2 -.1 +.1 +.2 Target old people or
childrenMessage FactorsLow message complexity -.2 -.1 +.1 +.2 High message complexity
High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness
Continuing campaign -.2 -.1 +.1 +.2 New campaignProduct-focused message -.2 -.1 +.1 +.2 Image-focused message
Low message variety -.2 -.1 +.1 +.2 High message varietyHigh wearout -.2 -.1 +.1 +.2 Low wearoutLarge advertising units -.2 -.1 +.1 +.2 Small advertising unitsMedia FactorsLow clutter -.2 -.1 +.1 +.2 High clutterFavorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting
High audience attentiveness
-.2 -.1 +.1 +.2 Low audience attentiveness
Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling
Few media vehicles -.2 -.1 +.1 +.2 More media vehiclesHigh repeat exposure media
-.2 -.1 +.1 +.2 Low repeat exposure media
How do we decide effective reach and frequency?Effective Frequency
Reach: 55-60%(Low)Stage: Minor InnovationTarget: HousewivesDistribution Speed: Rapid BuildSeason: Summer
Proposition Type 1 (Established=1,New=3)Commercial Type 1 (Established=1,New=3)Message Type 2 (Simple=1,Complex=3)Advertising Impact 2 (High=1,Average=3)Habits/Attitude Effect 2 (Reinforcing=1,Changing=3)Competitive Activity 1 (Low=1,High=3)Recent Support 2 (High=1,Low=3)Support In Other Media 3 (High=1,Low=3)
0
100200
300400
500
600700
800G
RP
Effective Frequency
3+ 2+ 2+
670
430 430
Weeks 1-4 Weeks 5-8 Weeks 9+
Effective reach versus GRPs and cost
Source: Advertising Media Planning, Exhibit 5.12, p.105
Creating the Media Plan
Media Planning and Buying ProcessResearch
(Target audience, competitors, media)
Media Objectives
Media Budget
Media Strategy
Planning and Buying
Implementation
Evaluation
A Media Plan Should Include...
•Media objectives•Competitive analysis•Target audience analysis•Media habits of the target audience•Rationale for media selection•Media strategy•Flowchart
A Media Plan May Also Contain...
•Seasonality•Detailed broadcast times and costs•Other media considered but not recommended•Some alternative plans but not recommended•Anything else that the account group thinks as
the questions of the client
Time for discussion...
What kind of consequences can local or small companies face when they don’t apply the steps of media planning?
Media Plan...
Reaching •the right target audience•with the right medium•at the right timewith optimum number of repetition.•Who are you reaching?•Where are you reaching?•When are you reaching?
Who?Target audience is the group of people whom the advertising is attempting to influence
Life styles of target audience?– Product usage and media behavior– How do they spend their time and money? – Focus Groups, surveys, interviews...
Who?
The target audience is decided by
Creative group,
Marketing planners,
Account group,
Client,
Media planners
Where?
• Geographic markets
• Declining markets
• New markets
• Heavy users’ markets…
Where?
• Defensive strategy: Advertising in the markets where the brand’s sales are high.
• Offensive strategy: Advertising in the markets where the brand’s sales are low.
Where?
Which medium to use?
• Television
• Radio
• Internet
• Out of Home
• Mobile
• Transit
• Ambient
When?
• Monthly sales patterns
• Budget constraints
• Competitive activities
• Specific goals for the brand
• Product availability
• Promotional requirements
Scheduling
Scheduling: Controlling advertising timing
• Continuity
• Flighting
• Pulsing
Types of scheduling
0
100
200
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400
500
600
700
800
Jan Feb Mar April May June July Aug Sep Oct Nov Dec
GRP
0
100
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400
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600
700
800
Jan Feb Mar April May June July Aug Sep Oct Nov Dec
GRP
0
100
200
300
400
500
600
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Jan Feb Mar April May June July Aug Sep Oct Nov Dec
GRP
Flighting Continous
Pulsing
GRP
GRP
GRP