Lecture Advertising and promotion (2/e) – Chapter 10: Media and contact strategy

The goals of this chapter are: To understand the principles of brand contact points in media strategy, to understand the key terminology used in media planning, to recognise and be able to set media objectives, to know how a media plan is developed,...

Chapter 10

Media and contact strategy

Learning objectives

1 To understand the principles of brand

contact points in media strategy.

media planning.

objectives.

implementing media strategies.

6 To be familiar with sources of media

information and characteristics of media.

Where to say it?

How much will it cost

to say it?

Budget

media

Brand contact points

Brand contact points (cont.)

Traditional media landscape in Australia

Television Commercial networks 4

Government & community 2

Print

Suburban (community) 243

Traditional media landscape in New

Where to say it?

How much will it cost

to say it?

Budget

Media terminology (cont.)

The number of times the receiver is exposed

to the media vehicle in a specific time period

The number of times the receiver is exposed

to the media vehicle in a specific time period

The potential audience that might receive the message through the vehicle

The potential audience that might receive the message through the vehicle

Number of different audience members exposed at least once in a given time period

Number of different audience members exposed at least once in a given time period

The specific carrier within a medium category

The specific carrier within a medium category

Media spend, Australia 2009

Media spend, New Zealand 2009

Enterprises 19.4 3.3 19.7 0.4 0 1.9 8.7 0.2 53 5 The Warehouse 20.5 4.5 15.5 2.4 0 0.5 8.0 0.2 51.5 Harvey Norman 23.6 3.2 20.8 0.9 0 0 2.8 51.1 Telecom Corp 18.7 4.6 6.6 0.7 0.4 2.7 0.4 6.8 40.5 Noel Leeming

Group

17.1 2.0 15.8 0 0 3.3 - 38.2

Reckitt-Benckiser 37.2 0 - 0.4 0 0.3 0 0.1 38.1 Unilever

Australasia 32.5 0.1 0 2 2.3 - 1.4 - 0.2 36.7

NZ Lotteries

Commission 23.8 7.0 1.9 - 0 2.1 0 0.6 35.4 Mitre 10 NZ 18.2 1.2 9.3 - 0 - 3.7 - 32.5

Media planning difficulties

Time pressures

Time

pressures

Problems

in media planning

Problems

in media planning

Lack of information

Lack of information

Media research in Australia

The media plan and its relationship

to marketing planning

Selecting media within class

Media use decision

Media use decision

— broadcast Media use decision — other media

Media use decision

— other media

Determining media strategy Selecting broad media classes

Marketing strategy plan

Marketing strategy plan strategy plan Creative

Creative strategy plan

Developing the media plan

Evaluation and follow-up Media strategy development & implementation

Establishment of media objectives

Market analysis

Market analysis: to whom shall

Syndicated research

Analysing syndicated research

Media research in Australia

Media strategy and objectives

Factors influencing media strategy development

Factors influencing media strategy development

Setting media objectives

Media objectives

Examples of media objectives:

three times over the same six-month period

80% of the target market over a six-month period.

 Concentrate heaviest advertising in winter

and spring, with lighter emphasis in summer and autumn.

Presenting a media diary

Presenting a media diary (cont.)

Developing and implementing

media strategies

Media plan Criteria to be considered

The media mix Reach vs frequency

Target market coverage Creative aspects and mood

Geographic coverage Flexibility

Scheduling Budget considerations

Target market coverage

Population excluding target market

Partial market coverage

Coverage exceeding market

2

Data used to develop media

coverage strategy

Three scheduling methods

Continuity

Pulsing

Flighting

Northern Territory Tourism

media schedule

Characteristics of scheduling methods

Reach and frequency planning

How much reach is

necessary?

i.e how many members

of the target audience

should be exposed to

your message?

How much reach is

necessary?

i.e how many members

of the target audience

What level of frequency?

When brand awareness is a campaign objective, aim for

Reach and frequency

Reach and frequency (cont.)

Target audience ratings points

Target audience ratings points

(TARPs)

TARP =

Number of PPL in a target audience reached by a media buy

Potential target audience for

media buy

  x 100

Gross ratings points

GRP =

Gross ratings points (GRP)

Reach x Frequency

Estimates of reach

What level of frequency?

Effective reach

Effective vs average frequency

By comparing effective frequency with average

frequency, planners are able to fine tune

campaigns.

By comparing effective frequency with average

frequency, planners are able to fine tune

Marketing factors determining

Purchase cycles Brand loyalty Brand share Usage cycle

Marketing factors

Message factors determining

frequency (cont.)

Message complexity Message uniqueness New vs continuing campaigns

Image vs product sell Message variation

Wearout Advertising units

Media factors determining

frequency (cont.)

Number of media used

Number of media used

Repeat exposures

Repeat exposures

Editorial environment

Editorial environment

Scheduling

Attentiveness

Media factors

Creative aspects and mood

Creative impact

Flexibility in media planning

Determining relative cost of

Determining relative cost of

media—print (cont.)

Determining relative cost of

Determining relative cost of

media—broadcast (cont.)

Calculating CPM based on the target audience

Top advertisers

Television: advantages and

Low cost per exposure

Attention getting

Favourable image

Radio: advantages and

Flexible Low production cost

Well-segmented audience

Magazines: advantages and

Newspapers: advantages and

Reader controls exposure

Can be used for coupons

Selective reader exposure

Outdoor: advantages and

Direct mail: advantages and

disadvantages

Poor image (junk mail) High cost per contact

Interactive media: advantages

and disadvantages

Websnarl (crowded access)

Few valid measurement

Direct selling potential

Flexible message platform

Summary and conclusions

 Media planning is a process involving many layers

of complex decisions

 At its heart, media strategy attempts to find the best match of media, having regard to the target market and given budgetary constraints.

 Media planners attempt to balance reach and frequency objectives while also giving

consideration to creativity and other relevant quantifiable factors.

non- Media planning is both an art and a science.