2 PPT 14-2 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
3 PPT 14-3 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.
4 PPT 14-4 Very Important Changes in Media  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 2.More Media Traditional media lines are blurred Firms push news stories into media Movies can be promotional vehicles 3.Going Public Agencies are leaner now that they are public firms Agencies are looking for ways to turn short term profits
5 PPT 14-5 Very Important Changes in Media  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. 5. Globalization Today media exist in a transnational spaceCNN Search engines to not recognize national boundaries. Lack of standardized measurement makes pricing complex.
6 PPT 14-6 Very Important Changes in Media  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. 6. Consumer Generated Content (CGC) Consumers are creating brand material even ads on the Internet. Ads cost marketer or agency nothing but may be way off target. 7. Consumer in Charge 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 deal- proneness and price/cost transparency.
7 PPT 14-7 Very Important Changes in Media  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 10. Multicultural Media Ethnic media on rise with ethnic population growth Hispanic/Latin/Latino market growing the fastest Asian market next fastest growing
8 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, in- store promotions, etc. Key distinctionIBP is not a media placement but is coordinated with media placements PPT 14-8
9 PPT 14-9 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
10 PPT 14-10 The Overall Media Plan Target Audience 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 h. Media context
11 PPT 14-11 Media Planning: Strategies  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
12 PPT 14-12 Media Planning: Strategies  Continuity: Continuous scheduling Flighting Pulsing Forgetting function Media Context: Editorial climate/tone of media vehicle Length or Size of Ads: Creative requirements Square root law Media budget Competitive environment may want to match size and length of key competitors
13 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) PPT 14-13
14 PPT 14-14 Media Planning: Media Efficiency CPM = cost of media buy total audience X 1000 CPM-TM = cost of media buy targeted audience X 1000 CPRP = $$$ for a program placement program rating
15 PPT 14-15 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
16 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 PPT 14-16
17 PPT 14-17 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
18 PPT 14-18 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
19 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. PPT 14-19