1. Media Strategy Professor Close and Professor Dudo

2. Anthony Dudo © Situation Analysis Measurable Objectives Budget Creative Strategy Media Strategy IBP PROCESS

3. TAKE HOME MESSAGE Anthony Dudo © Even the best messages will be useless if they don’t reach the target audience

4. SET A MEDIA OBJECTIVE Anthony Dudo © “To reach 60% of males aged 25-35 that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of a new product.” Address the psychographic and demographic target market and find the media that matches the market best given your budget

5. MEDIA PLANNING Anthony Dudo © Media Plan Specifies media in which advertising message will be placed to reach desired audience(s). Media Class A single form of communication (TV, radio). Media Vehicle Specific option within a class (Nat Geo mag). Media Mix Blend of different media to reach target audience.

6. MEDIA PLANNING Anthony Dudo ©

7. MEDIA PLANNING Anthony Dudo © Above-the-line: Traditional measured media (TV, radio, NPs, etc.) Unmeasured media/IBP tools (more efficient) Below-the-line:

8. CHANGES IN MEDIA PLANNING Anthony Dudo © More media: Traditional media lines are blurred Firms push “news” stories into media Movies/videos can be promotional vehicles Social media offer new (cheap) opportunities

9. CHANGES IN MEDIA PLANNING Anthony Dudo © Globalization: Media now exists in transnational space Search engines don’t care about geography Consumers now used to free content Nontraditional media are attracting more $ Free content:

10. CHANGES IN MEDIA PLANNING Anthony Dudo © Consumer in charge: Marketers no solely in charge of brand; consumers have more power Consumers choosing no-ad channels (e.g., radio) and have new tools (e.g., DVR) People will to pay to avoid ads Clutter & ad avoidance:

11. THE OVERALL MEDIA PLAN Anthony Dudo © SETTING MEDIA OBJECTIVES ID target audience Geographic Mkt Timing & Continuity Media fit Size & length MEDIA SELECTION PROCEDURES Reach Frequency GRP, CPM…

12. SETTING MEDIA OBJECTIVES Anthony Dudo © Must find similarities between the target market and media audience Not easy! … apples & oranges problem “Oops!” potential 1. Identify target audience:

13. SETTING MEDIA OBJECTIVES Anthony Dudo © Kids love me!

14. SETTING MEDIA OBJECTIVES Anthony Dudo © Demand varies; sales are seldom consistent everywhere Means that ADV must vary according to geographic locations Geo-targeting 2. Select geographic market:

15. SETTING MEDIA OBJECTIVES Anthony Dudo © TIMING & CONTINUITY STRATEGIES Continuous Spread ADV continuously and evenly over the length of the campaign Pulsing Intensify ADV before an open aperture then reduce ADV until the next open aperture Flighting Alternating periods of intense ADV and periods of no ADV

16. SETTING MEDIA OBJECTIVES Anthony Dudo © Campaign time $ Spent Campaign time $ Spent Pulsing Flighting

17. SETTING MEDIA OBJECTIVES Anthony Dudo © Chosen media must be compatible with the advertising strategy Chose media must reflect positively on the brand – the tone must be appropriate The source itself can have an effect 4. Media fit:

18. SETTING MEDIA OBJECTIVES Anthony Dudo ©

19. SETTING MEDIA OBJECTIVES Anthony Dudo © Must determine the appropriate size (static) or length (broadcast) of the ad Research is inconclusive Choose size & length based on objectives Ex) awareness = short spot knowledge = long spot 5. Size & length:

20. MEDIA SELECTION STRATEGIES Anthony Dudo © Reach – the # of different people exposed to the message Frequency – the degree of exposure repetition Must determine the efficiency of different media vehicles When selecting the specific ADV media:

21. MEDIA SELECTION STRATEGIES Anthony Dudo © Impression – one person’s opportunity to be exposed to an ad Impressions are a measure of the size of the audience for one media or a combo of media vehicles Gross impressions are the sum of the audiences of all media vehicles during a certain span of time Gross Impressions: SOME STANDARD MEASURES FOR SELECTING MEDIA

22. MEDIA SELECTION STRATEGIES Anthony Dudo © SOME STANDARD MEASURES OF EFFICIENCY Media Vehicle Target Impressions Number of Ads Total Target Impressions David Letterman Show 500,00042,000,000 The Colbert Report 1,000,00033,000,000 Gross Impressions = 5 Million

23. MEDIA SELECTION STRATEGIES Anthony Dudo © AKA – cost per thousand (CPM) Unlike impressions, CPM is focused on cost Given cost constraints, media is selected that will expose the largest target audience for the lowest price Efficiency: SOME STANDARD MEASURES FOR SELECTING MEDIA

24. MEDIA SELECTION STRATEGIES Anthony Dudo © AKA – cost per thousand (CPM) Unlike impressions, CPM is focused on cost Given cost constraints, media is selected that will expose the largest target audience for the lowest price Efficiency: SOME STANDARD MEASURES FOR SELECTING MEDIA

25. MEDIA SELECTION STRATEGIES Anthony Dudo © SOME STANDARD MEASURES FOR SELECTING MEDIA CPM = Cost of media buy Total target audience X 1000

26. MEDIA SELECTION STRATEGIES Anthony Dudo © SOME STANDARD MEASURES FOR SELECTING MEDIA CPM = $15,000 2,000,000 X 1000 Magazine example: An issue of Real Simple has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K. $7.50

27. THE LAY OF THE LAND

29. MEDIA PLANNING: SOCIAL MEDIA Anthony Dudo © Social Networking: New paradigm in media planning Marketer (brand) to consumer, then consumer to consumer Marketers can use social media at a fraction of the cost of traditional media Social media used to create “buzz” or “viral” effect

30. IN DEFENSE OF TRADITIONAL ADVERTISING Anthony Dudo © There are some things you just can’t accomplish without traditional mass media advertising The Super Bowl and Olympics deliver a truly MASS audience Brand building still needs traditional ads … for now

31. MAIN PURPOSE OF THE MEDIA PLAN Anthony Dudo © To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the advertising campaign

32. HEALTHY DOG GOURMET Anthony Dudo © Don’t be constrained by the client’s media plan (i.e., your client is not always right- why are they hiring you?) Don’t get hung up on efficiency Guidance:

33. STEVE JOBS’ LEGACY Anthony Dudo © PR group / ADV group What was it about Steve’s ADV and MKT that made him (Apple) such an influence on marketers? What was novel about Steve’s approach? What was Steve’s #1 contribution to marketing? What can we learn from Steve’s successes? What can we learn?