Transcript Media & The Marketing of Messages

 Chapter 10
Media
The Marketing
of Messages
&
Media
The Marketing of Messages
 Today we’ll cover…
 Media Speak
 Media Building Blocks
Strengths & Weaknesses
 Building The Media Plan
 The Media Planning Revolution
Media Speak
 Media/Medium/Vehicle
 Media = collective noun
 Medium = one type of media
 Vehicle = single carrier
and sometimes media vehicles are vehicles…
Media Speak
 Audience/Coverage/Composition
Audience
 number or % exposed to a vehicle
Audience Coverage
 number or % reached by a single insertion
specified area
Audience Composition
statistical breakdown of a media vehicle’s
total audience
in a
Media Speak
 Audience/Coverage/Composition
Prospects
 potential purchases
Target Market
 group of prospects
 can be defined in concrete terms
Target Profile
 demographics
 psychographics
 product usage
Media Speak
 Reach & Ratings
 Broadcast Media use Rating Points
 % of Target Audience reached by a media
vehicle
 Print Media use Circulation
 Number of copies sold or distributed
Media Speak
 Above-the-Line/Below-the-Line
 Above = paid advertising
 Below = sales promotion, PR, events
 Traditional/Non-Traditional
 Traditional = major mass media
 Non-Traditional = unique media
opportunities and new media forms
Media Speak
 “Brand Contact Points” & More
 Brand Contact Points
 Personal Media Network
 Aperture
 Fragmentation & Clutter
 Fragmentation - a result of
 More media channels
 More audiences. Smaller audiences
Clutter - a result of
 More messages in each channel
Media Building Blocks
Strengths & Weaknesses:
 First, we’ll examine the Strengths &
Weaknesses of each Medium
 Then, we’ll take you through the steps
of Building a Media Plan.
Print
Strengths & Weaknesses:
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Portable
“Time independent”
Not a fleeting medium - it lasts
Accommodates complex copy
Good picture quality
Easier to feature more than one product
Versatility
Can be preserved and reread
Journalistic content = credibility & prestige
Can deliver coupons
Newspaper
Strengths & Weaknesses:
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“Prestigious”
Readers upscale
Readers use ads
Less lead time
Strong local emphasis
Sense of immediacy
“Cataloging Value”
Reproduction varies
Not much passalong
Can be expensive
Cluttered
Not read thoroughly
Poor demographic
selectivity
 May have adverse
editorial
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Magazine
Strengths & Weaknesses:
 Special audience
opportunities
 Building audience
takes time
 Can be long-lasting
 Can be cluttered
 Repeat exposure
 Early closing dates
 High “passalong”
 Creative flexibility
Out-of-Home
Strengths & Weaknesses:
 Frequency and
repetition
 Large audiences.
Low cost.
 Poor demographic
selectivity
 Limited time.
Limited copy.
 Visual impact
 Complicated logistics
 Blanket coverage
 Can be expensive
 Versatility
 Restrictions
Out-of-Home
Strengths & Weaknesses:
 New technology
 New opportunities
 Example: McDonald’s in Piccadilly Circus…
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Radio
Strengths & Weaknesses:
 Various formats.
 Radio is cluttered
Special audiences.
 Inexpensive
 Radio spots are
 Affordable frequency
fleeting
 Affordable production
 Reaches mobile market and one more bit
of interesting
 Scheduling & creative
news
flexibility
 Immediacy COMING SOON…HD Radio
Television
Strengths & Weaknesses:
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Impact
Market coverage
Intrusive
Flexible
Cost-efficient (CPM)
Prestigious
 Fleeting
 Expensive
 Big shows.
Big Bucks.
 Production can
be expensive
 Best shows have
limited availability
Cable TV
Strengths & Weaknesses:
 Geographic flexibility  Low ratings/
small audiences
 Inexpensive
 Varied programming.  Reporting is
Specialized audiences.inadequate
 Upscale audiences
 Wide variety of ad formats
New Media
Strengths & Weaknesses:
 New
 Low cost
 Interaction and
involvement
 Buzz and excitement
 Measurable
 Sites can be hard to
find
 Production can be
expensive and timeconsuming
Small to invisible
audiences
Hugely cluttered
Good quantitative
data hard to get
Building
The
Media Plan:
Building The Media Plan:
 Successful media planning
is the task of selecting and
scheduling media that will
reach as many of the target
audience as frequently as
possible for the least
amount of cost.
Building The Media Plan:
 The Media Plan is…
 a blueprint for future action…
organizing a brand’s advertising into media
objectives and strategies that are:
 Goal-Oriented - increase sales/share
 Make sense - effective/efficient
 Manageable - can be executed, flexible,
developed before the buy.
Building The Media Plan:
 Media Objectives
 WHAT your Media Plan hopes
to achieve
 Media Strategies
 HOW the Media Objective will
be implemented
Building The Media Plan:
 Evaluation & Analysis
 Planning Media Objectives
 Media Strategies
 The Media Buy
 Post-Buy Analysis
Building The Media Plan:
 Evaluation & Analysis
 Seasonality
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Brand History
Budget
Purchase Cycle
Prime Prospect
Geography
Competition
Promotional Activity
Building The Media Plan:
 Evaluation & Analysis
 + Problems & Opportunities
 Similar to Situation Analysis
in Chapter 8
 Becomes foundation for…
The Media Plan
Building The Media Plan:
 Planning Media Objectives
 Target Audience
 Seasonality
 Geography
 Reach & Frequency
Building The Media Plan:
 Planning Media Objectives
 Target Audience Profile
 Demographics
 Product Usage (Heavy/Med/Light)
 Media Usage
 PMN - Personal Media Network
 Media Consumption
 Core Audience
 Aperture (Time/Place/Circumstance)
Building The Media Plan:
 Planning Media Objectives
 Seasonality
 Seasonal sales
 Media Efficiency
 Competitive media presence
 Promotions Scheduled
Building The Media Plan:
 Planning Media Objectives
 Geographic Considerations
 Distribution
 National/Regional/Local
 Budget
 National/Regional/Local
 Competition
 Offensive or Defensive Strategy?
 Sales by Market
Building The Media Plan:
 Planning Media Objectives
 Reach and Frequency
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Consumer Motivation
Purchase Cycle
Purchase Decision
Message Complexity
Ad Effectiveness/Memorability
Commercial Length
Time of Day/Attention
Competition
Building The Media Plan:
 Planning Media Strategies
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Nature of Media/Message
Media Strength/Weakness
Media Efficiencies - CPM
Eliminate Media that don’t fit Brand
Consider Selling Environments
National vs. Local Spending
Scheduling Strategies
Synergy between Media/Ad
Building The Media Plan:
 Planning Media Strategies
 Media Efficiencies - CPM
 CPM = Cost Per Thousand, the
universal form of comparing the
efficiency of different media.
The following is a comparison of costefficiency for reaching Women 18-49
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Building The Media Plan:
CPM - Women 18-49
Network Radio
:30
Day Network
:30
Cable TV
:30
Print
4-color page
AM Network
:30
Late Night
:30
Syndication
:30
Evening News
:30
Prime Network :30
2.81
5.35
6.05
7.67
11.14
12.22
13.29
17.80
18.31
Building The Media Plan:
 Planning Media Strategies
 Scheduling Strategies
 Four Types of Ad Schedules:
Building The Media Plan:
 The Media Buy (Implementation)
 Buying - a separate function
 Involves tough-minded negotiating
 Involves long-term relationships
 Media Buying Services
 Growing field - specialists
 Part of “unbundling”
Building The Media Plan:
 Post-Buy Analysis
 Measure actual performance
 Media makes “guarantees”
 Involves large amounts of $
 If below guarantee, media must
provide a “make-good.”
 And, if you do a good job…
Building The Media Plan:
You Get to
Do It Again
Next Year!
Media Planning:
A New Revolution
 New importance of the media function
 “Unbundling” = New Media Agencies
 New Global Relationships
 Mega-brands and mega-agencies
 Growing # of media choices means
growing need for media planning
 Development of “account planning”
style connection planning
Media Planning:
A New Revolution
 “It will be more challenging to work
in advertising in new media…
it’s a ‘sky’s the limit’ type of thing.
And advertisers have to know
all the possibilities.”
Jayne Spitler, Leo Burnett/StarCom
Media Planning:
A New Revolution
 “The creative people and the media
people must intertwine their work
as much as possible. They have to
understand the overall project is
part of a targeting process.”
David Martin, CEO/Penta-Com
Media Planning:
A New Revolution
 “In a rapidly changing media world,
an understanding of the consumer/
media relationship is of fundamental
importance to the process.”
Andy Tilley. Zenith Media
Media Planning:
A New Revolution
 “Today’s toughest question is how
to find your customers at the most
strategic time – that’s why media
is the new creative frontier.”
Keith Reinhard, Chmn DDB
Media = Creative
Content Distribution:
 That’s how CP+B describes
their Media Function
 Media =
“The New Creative
Frontier”
 Let’s look at a few examples…
Media = Creative
Content Distribution:
 An early example: The Loop
TV about outdoor for a radio station
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Media = Creative
Content Distribution:
 Burger King (CP+B):“Simpsonize”
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Media = Creative
Content Distribution:
 Nike: TV about a Website
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Media = Creative
Content Distribution:
 Frito-Lay: Commercial Contest
 1900 Entries • 5 finalists posted online
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&
Questions Discussion

 Chapter 10
Media
The Marketing
of Messages
&
Questions
Discussion: