1. Advertising and Media

2. Traditional Major Advertising Media
Out-of-home advertising
Newspaper
Magazines
Radio
Television
Advertisers attempt to select the media and vehicles whose characteristics are most compatible with the advertised brand in reaching its target audience and conveying its intended message

3. Which Media Do It Best? Consider: Advertiser’s objectives
Creative needs
Competitive challenge
Budget availability

4. Buying Newspaper Space
Standard Advertising Units
(SAU)
Six column widths
1 column=2 1/16 inches
Depth from 1” to 21
Premium charges
for
preferred space
Space rates
apply to ROP
(Run of Press)

5. Newspaper Audience in right mental frame Mass audience coverage
Flexibility
Ability to use detailed copy
Timeliness
Clutter
Not highly selective
Higher rates for occasional advertisers
Mediocre reproduction quality
National Buying complicated
Changing composition of readers

6. Buying Magazine Space Selecting magazines that reach the target market
Cost considerations
Media Kits
CPM (Cost-per-thousand)
Mediamark Research, Inc. (MRI)
Simmons Market Research Bureau (SMRB)

7. Magazine Can reach large audiences Selectivity Long life
High reproduction quality
Detailed information possible
Convey information with authority
High involvement potential
Not intrusive
Long lead times
Clutter
Limited geographic options
Circulation patterns vary by market

8. The advertiser must weigh:
The size of the potential audience that a vehicle might reach.
The attractiveness of its coverage as revealed by the total product purchasers exposed to that vehicle and compared with other media.
Its cost compared with other vehicles
Its appropriateness for the advertised brand

9. Radio Can reach segmented audiences Intimacy Economy Short lead times
Transfer of imagery from TV
Use of local personalities
Clutter
No visuals
Audience fractionalization
Buying difficulties

10. Television Advertising
Uniquely personal and demonstrative, yet expensive to produce and broadcast

11. Television Network Market product nationally Major networks Spot
Expensive but can be a cost efficient means to reach mass audience
Spot
Syndicated
Cable
Local

12. Television Network Advertising is placed only in selected markets
Regional-oriented marketing and geodemographic segmentation of consumer markets
Spot
Syndicated
Cable
Local

13. Television Network Syndicated programming occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
Spot
Syndicated
Cable
Local

14. Television Network 80% of households with television sets
Narrow areas of viewing interest
Cable subscribers are more economically upscale and younger
Spot
Syndicated
Cable
Local

15. Television Network Local advertisers are turning to television
Inexpensive during the fringe time
Spot
Syndicated
Local
Cable

16. Television Demonstration ability Intrusion value
Ability to generate excitement
One-on-one reach
Ability to use humor
Effective with sales force and trade
Ability to achieve impact
Escalating costs
Erosion of audience
Audience fractionalization
Zipping and zapping
Clutter

17. Infomercials Introduced in the early 1980s
Long commercial (28 to 30 minutes)
The production cost is expensive
Especially effective promotional tool for moving merchandise

18. Brand Placements in TV Programs
Reason: fear that TV advertising is no longer as effective as it used to be
Brand managers pay to get prominent placement for their brands
“Survivor” program is the poster child for this trend
Advertisers who purchased commercial time in “Survivor” got prime brand placement in the program

19. Advertising and Media Planning

21. Media Versus Vehicles
Media are the general communication methods that carry advertising messages—television, magazines, newspapers, and so on.
Vehicles are the specific broadcast programs or print choices in which advertisements are placed.
For example, television is the media, and American Idol is the vehicle.
Each medium and vehicle has a unique set of characteristics and virtues.

22. Messages and Media: A Hand-In-Glove Reaction
Advertisers are placing more emphasis than ever on media planning.
The choice of media and vehicles can be the most complicated of marcom decisions.

23. The Media-Planning Process
The design of a strategy that shows how
investments in advertising time and space will contribute to the achievement of
marketing objectives.

24. Model of the Media Planning Process
Marketing Strategy
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
Strategy
Media
Strategy
Media Strategy
Target Audience Selection
Objective Specification
Media and Vehicle
Media Buying

25. Selecting the Target Audience
Four major factors
(1) Buyographics
(2) Geographic
(3) Demographic
(4) Lifestyle/psychographics

26. Specifying Media Objectives
What proportion of the population should be reached with advertising message during specified period (reach)
How frequently should audience be exposed to message during this period (frequency)
How much total advertising is needed to accomplish reach and frequency objectives (weight)

27. Specifying Media Objectives
How should the advertising budget be allocated over time (continuity)
How close to the time of purchase should the target audience be exposed to the advertising message (recency)
What is the most economically justifiable way to accomplish objectives (cost)

28. Reach Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)

29. Frequency
Average number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand’s advertising message.

30. Weight
How much advertising volume is required to accomplish advertising objectives
Three weight metrics:
Gross ratings
Target ratings
Effective ratings

31. What Are Ratings?
Ratings, in an advertising sense, simply mean the percentage of an audience that has an opportunity to see an advertisement placed in a particular vehicle.

32. Weight: Gross Rating Points
Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering
GRPs=Reach(R) X Frequency(F)

33. Determining GRPs in Practice
GRPs are the sum of all vehicle ratings in a media schedule
Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised

34. Weight: Target Rating Points (TRPs)
Adjust a vehicle’s rating to reflect just those individuals who match the advertiser’s target audience

35. The Concept of Effective Reach
How often does the target audience have an opportunity to be exposed?
Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of target audience too few or too many times

36. Effective Reach in Advertising Practice
3-10 exposures during a media-planning period (typically 4 weeks)
Using multiple media
Subjective factors must be considered

37. Continuity
How advertising is allocated during the course of an advertising campaign: how should the media budget be distributed?
Continuous advertising schedule: an equal number of ad dollars are invested throughout the campaign
Pulsing: some advertising is used during every period of the campaign, but the amount of advertising varies from period to period.
Flighting: the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

38. Cost considerations Cost per Thousand (CPM) Target Market (TM)
CPM= Cost of ad
# of contacts (expressed in thousands)
CPM-TM= Cost of ad
# of TM contacts
(expressed in thousands)

39. Media Planning Software
1. User develops a media database
2. User selects criterion for schedule optimization
3. User specifies constraints
4. User seeks out the optimum media schedule