Chapter 14

Media Strategy and Planning for Advertising and IBP

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2009 South-Western, a part of Cengage Learning

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The Transition to Part 4:

Placing the Message in Conventional and New Media

 Starting to study the placement phase of advertising and IBP  Focus is on using media and IBP tools that reach the target audience.  Even a great message will be ineffective if it does not reach the proper audience

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Introduction: The Wide World of Promotional Brand Media Vehicles

 The 2008 SuperBowl attracted 2.5X as many viewers as the 1967 SuperBowl but cost 10X as much.  Advertisers are looking to more and different media to effectively reach target audiences.  While new media get a lot of attention, old media still attract a lot dollars.  New media are merging with old.
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Very Important Changes in Media [1]

1. Agency Compensation
       

15 percent commission is gone Most clients now pay on a fee-for-service basis Ad creation and placement not at same agency Traditional media lines are blurred Firms push news stories into media Movies can be promotional vehicles Agencies are leaner now that they are public firms Agencies are looking for ways to turn short term profits 4
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2. More Media

3. Going Public

Very Important Changes in Media [2]

4. Greater Accountability: ROI
 

Trust use to be basis for relationshipnow ROI. Other forms of media produce more measurable results than mass media so more IBP tools are being demanded. Today media exist in a transnational spaceCNN Search engines do not recognize national boundaries. Lack of standardized measurement makes pricing complex.
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5. Globalization
  

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Very Important Changes in Media [3]

5. Free Content
   Internet information has consumers used to free content. Why buy a magazine full of ads for $4.50? Nontraditional media, which consumers enjoy, are attracting more dollars. Consumers are creating brand material even ads on the Internet. Ads cost marketer or agency nothing but may be way off target. E-commerce has revolutionized the way consumers consume. Marketer not solely in charge of brand. Consumer access to more info=more power in the channel. Consumers have more power in the transaction due to dealproneness and price/cost transparency.
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6. Consumer Generated Content (CGC)

     

7. Consumer in Charge

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Very Important Changes in Media [4]

9. Hyper-Clutter and Ad Avoidance
      

Worse than ever on TV and in magazines Consumers choosing no-ad channels/satellite radio Ad blocker filters are improving on Web People are more willing to pay to avoid ads Ethnic media on rise with ethnic population growth Hispanic/Latin/Latino market growing the fastest Asian market next fastest growing

10. Multicultural Media

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The Fundamentals of Media Planning

 Poor message placement undermines even a great message  Above-the-line (measured media)
TV, radio, magazines, newspaper, outdoor, etc.

 Below-the-line (unmeasured media/IBP tools)

Internet search, shelf placement, coupons, events, instore promotions, etc.

 Key distinctionIBP is not a media placement but is coordinated with media placements
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Media Planning
 Media Plan
Specifies media in which advertising message will be placed to reach a desired audience

 Media Class
Broad category of media, such as TV, radio, or newspapers

 Media Vehicle
Specific option within a class, i.e., Vogue

 Media Mix
Blend of different media to reach target audience
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The Overall Media Plan

Media Strategies
a. Reach the target audience b. Geographic scope of placement c. Message weight

Media Choice
i. Media efficiency (CPM, CPRP)

More Media Strategies d. Reach and frequency e. Continuity f. Audience duplication g. Length / size of advertisements h. Media context

Target Audience

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Media Planning: Strategies [1]

Reach the target audience
 Demographic, geographic, lifestyle / attitude define choices  Single-source tracking services help identify effect of placements

Geographic scope of media placement

 Geo-targeting of regions of high-purchase density  Reach and frequency decisions  Effective reach and effective frequency determination  Message weight  Gross impression calculation for impact Between vehicle duplication With-in vehicle duplication
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Media Planning: Strategies [2]

Continuity:
 Continuous scheduling
 Flighting  Pulsing  Forgetting function

Length or Size of Ads:

 Creative requirements  Square root law  Media budget  Competitive environment may want to match size and length of key competitors

Media Context:
 Editorial climate/tone of media vehicle

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Media Planning: Competitive Media Assessment

   Assessment of how competitors are spending in media Share of Voice is measure of one advertisers expenditures vs. others Important when competitors are all focused on one narrow segment (i.e. heavy user product categories)

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Media Planning: Media Efficiency

CPM = CPM-TM = CPRP =
cost of media buy total audience cost of media buy targeted audience

X 1000 X 1000

$$$ for a program placement program rating

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Media Planning: Internet

 Internet Media
Internet media are Pull media Traditional media are Push media Paid search is most potent tool

 Interactive Media
Overused and ill-defined term Includes kiosks to blogs to podcasts to Internet shopping sites Growing rapidly Consumers seek ads/brand contact
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Media Choice and Integrated Brand Promotion


Madison and Vine Media
Merging of entertainment and advertising Also referred to as branded entertainment Began as TV and film brand placements

Social Networking
Revolutionized mediated communication Provide triadic communications
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The Real Deal

 Data Quality Cultural hang-up on numbers Media exposure is not a good measure of ad impact Firms are seeking alternatives to Nielsen

 Ads for Advertisers

Media firms use ads to attract advertisers

 The Media Lunch

Media is more than a numbers industry Personal relationships are still pursued
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Contemporary Essentials in Media

 Computer Media-Planning Models
Major firms offer data bases Data is not standardized across media Allows for wide range of possible buys

 Making the buy

Securing electronic and print media space Agency of Record purchases space Each spring the upfront media buys occur when fall broadcast programming is announced Some firms use a Media Buying Service
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In Defense of Traditional Advertising

 There are just some things you cant accomplish without traditional mass media ads.  The Super Bowl or Olympics deliver a truly mass audience.  Brand building still needs traditional ads . . . at least for a while longer.  Throwing around new media planning buzzwords doesnt work.
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