Chapter 10 & Media The Marketing of Messages & Media The Marketing of Messages Today well 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/Coverage/Composition Audience Audience number number or or % % exposed
exposed to to aa vehicle vehicle Audience Audience Coverage Coverage number number or or % % reached reached by by aa single single insertion insertion specified specified area area Audience Audience Composition Composition
statistical statistical breakdown breakdown of of aa media media vehicles vehicles total total audience audience in in aa Media Speak Audience/Coverage/Composition Prospects potential potential purchases purchases
Target Market group group of of prospects prospects can can be be defined defined in in concrete concrete terms terms Target Profile demographics demographics
psychographics psychographics product product usage usage Media Speak Reach & Ratings Broadcast Media use Rating Points % % of of Target Target Audience Audience reached reached by by a a media media vehicle vehicle
Print Media use Circulation Number Number of of copies copies sold sold or or distributed distributed Media Speak Above-the-Line/Below-the-Line Above = paid advertising Below = sales promotion, PR, events Traditional/Non-Traditional Traditional = major mass media 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 More media media channels channels More
More audiences. audiences. Smaller Smaller audiences audiences Clutter - a result of More More messages messages in in each each channel channel Media Building Blocks Strengths & Weaknesses: First, well examine the Strengths & Weaknesses of each Medium Then, well take you through the steps of Building a Media Plan.
Print Strengths & Weaknesses:
Portable Portable Time Time independent independent Not Not a a fleeting fleeting medium medium -- it it lasts lasts Accommodates Accommodates complex complex copy copy Good Good picture picture quality quality Easier Easier to
to feature feature more more than than one one product product Versatility Versatility Can Can be be preserved preserved and and reread reread Journalistic Journalistic content content = = credibility credibility & & prestige prestige Can Can deliver
deliver coupons coupons Newspaper Strengths & Weaknesses: Prestigious Prestigious Readers Readers upscale upscale Readers Readers use use ads ads Less Less lead lead time time Strong Strong local local emphasis
emphasis Sense Sense of of immediacy immediacy Cataloging Cataloging Value Value Reproduction Reproduction varies
varies Not Not much much passalong passalong Can Can be be expensive expensive Cluttered Cluttered Not Not read read thoroughly thoroughly Poor Poor demographic demographic selectivity selectivity May May have
have adverse adverse editorial editorial Magazine Strengths & Weaknesses: Special audience Building audience opportunities takes time
Can be long-lasting Can be cluttered Repeat exposure High passalong Creative flexibility Early closing dates Out-of-Home Strengths & Weaknesses: Frequency Frequency and and repetition Large Large audiences. Low cost. Visual impact Blanket coverage Versatility
Poor Poor demographic demographic selectivity selectivity Limited Limited time. time. Limited Limited copy. copy. Complicated Complicated logistics logistics Can Can be be expensive expensive Restrictions
Restrictions Out-of-Home Strengths & Weaknesses: New New technology technology New New opportunities opportunities Example: Example: McDonalds McDonalds in in Piccadilly Piccadilly Circus
Circus Radio Strengths & Weaknesses: Various Various formats. formats. Special Special audiences. audiences. Inexpensive Inexpensive Affordable Affordable frequency frequency Affordable
Affordable production production Radio is cluttered Radio spots are fleeting Reaches Reaches mobile mobile market market and one more Scheduling Scheduling & & creative creative bit of flexibility flexibility interesting
Immediacy Immediacy news COMING COMING SOONHD SOONHD Radio Radio Television Strengths & Weaknesses: Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious
Fleeting Expensive Big Big shows. shows. Big Big Bucks. Bucks. Production Production can can be be expensive expensive Best shows have limited
availability Cable TV Strengths & Weaknesses: Low ratings/ Geographic flexibility small audiences Inexpensive Varied programming. Reporting is Specialized audiences.inadequate Upscale audiences Wide variety of ad formats New Media Strengths & Weaknesses:
Sites Sites can can be be hard hard New New to find to find Low Low cost cost Production Production can can be be Interaction Interaction and and expensive
expensive and and involvement involvement time-consuming time-consuming Small Small to to invisible invisible Buzz Buzz and and excitement excitement audiences audiences Measurable Measurable Hugely Hugely cluttered
cluttered Good Good quantitative quantitative data data hard hard to to get get Buildin g Media Plan: The
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 brands advertising into media objectives and strategies that are: Goal-Oriented Goal-Oriented -- increase increase sales/share
sales/share Make Make sense sense -- effective/efficient effective/efficient Manageable Manageable -- can can be be executed, executed, flexible, flexible, developed developed before before the the buy. buy. Building The Media Plan: Media Objectives 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 Seasonality
Brand Brand History History Budget Budget Purchase Purchase Cycle Cycle Prime Prime Prospect Prospect Geography Geography Competition Competition Promotional
Promotional Activity Activity Building The Media Plan: Evaluation & Analysis + Problems & Opportunities Similar to Situation Analysis in Chapter 8 Becomes foundation The Media Plan for 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
Media Consumption Consumption Core Core Audience Audience Aperture Aperture 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
Time Time of of Day/Attention Day/Attention Competition Competition Building The Media Plan: Planning Media Strategies Nature of Media/Message
Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that dont 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 cost-efficiency for reaching Women 18-49 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
11.1 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) The Media Buy (Implementation) Buying - a separate function Involves Involves tough-minded
tough-minded negotiating negotiating Involves Involves long-term long-term relationships relationships Media Buying Services Growing Growing field field -- specialists specialists Part Part of of unbundling 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 A New Revolution New importance of the media function
Unbundling Unbundling = = New New Media Media Agencies Agencies New New Global Global Relationships Relationships Mega-brands Mega-brands and and mega-agencies 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 its a skys 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 Todays toughest question is how to find your customers at the most strategic time thats why media is the new creative frontier. Keith Reinhard, Chmn DDB Media = Creative Content Distribution: Thats Thats how how CP+B
CP+B describes describes their their Media Media Function Function Media The Media = = The New New Creative Creative Frontier Frontier Lets Lets look look at at a a few few examples
examples Media = Creative Content Distribution: An early example: The Loop TV about outdoor for a radio station QuickTime and a H.263 decompressor are needed to see this picture. Media = Creative Content Distribution: Burger King (CP+B):Simpsonize Simpsonize QuickTime and a H.264 decompressor are needed to see this picture.
Media = Creative Content Distribution: Nike: TV about a Website Media = Creative Content Distribution: Frito-Lay: Commercial Contest 1900 1900 Entries Entries 5 5 finalists finalists posted posted online online QuickTime and a H.264 decompressor are needed to see this picture. &
Questions Discussion Chapter 10 & Media The Marketing of Messages & Questions Discussion:
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