1. Planning Media Strategies A.Guidelines for a Creative Media Strategy B.Quantitative vs. Qualitative Factors

2. A. Guidelines for a Creative Media Strategy  Make the media strategy different from and more innovative than competitors’ media strategies  The ability to be creative does not depend on additional dollars  A creative media strategy is dramatic, rather ordinary  A creative media strategy should be relevant to the problems of the advertised brand Media strategy should start with quantitative proof of the best media choices and usages – But then go beyond numbers

3. 1.Quantitative Factors n CPM and GRPs have been historically the two major criteria by which a given schedule is evaluated, or a set of alternative schedules are compared. n The criteria above, however, don't take into account the effectiveness of the schedule. B. Quantitative Factors vs. Qualitative Factors

4. 2. Qualitative Factors n ask if an exposure in one type of medium such as TV will have more impact than another type of media such as newspaper. 1)Media (Class or Vehicle) Source Effects. Media Class Effects - how different media, such as TV, radio, newspapers, billboards can influence the impact of your ad - which medium will work best for your specific ad

5. Vehicle Source Effects 1) Editorial environment (e.g., one magazine has editorial content that produces a better environment for your ad) 2) Product and Image Fit (e.g., a magazine's prestige rubs off on your ad) 3) Technical Capabilities (i.e., audio, visual, color fidelity, ad reproduction quality, production options and flexibilities, etc.)

6. Vehicle Source Effects 4) Competitive Use of the Given Vehicle (level of competitive message clutter) 5) Message Clutter (overall) 6) Commercial Exposure Llikelihood (given vehicle exposure) - may depend on audience interest and involvement, etc. 7) Copy Factors (Appeals used, Message Complexity, Size & Color of the Ad)

7. What is the optimal level of exposure for an ad to be effective and not to provoke a negative consumer reaction?  The work of Krugman (a minimum of three exposures) n Optimal level of exposures depends on many factors (the type of products being advertised, the creative approach, type of appeal used, medium the ad is placed, the complexity of the copy, etc.) n Discussed already in Assignment 21 2. Repetition Effect

8. 3.Advertising Wearout n The effect of advertising gets smaller and smaller and additional exposures no longer have a positive impact on the audience n The more repetitions you use, the more you run an ad the bigger the problem of wear out becomes

9. 3.Advertising Wearout n Ways to reduce wearout. - make great ads - use a number of different ads in the same campaign - use multiple executions of the same ad (e.g., changing small details in the same ad can be much cheaper than designing and producing several different ads - use longer ads first and shorter ads later - spread out the times at which the ad is run. Don't run the ad nonstop all year, you give it a rest at times.