4550: Media Strategy II Professor Campbell 3/17/05.
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4550: Media Strategy II Professor Campbell 3/17/05
Today’s Plan Media Strategy: –Three factors –Effective Frequency & Reach
Three Important Factors Continuity –The distribution of exposures (over successive cycles), for the average target audience member, for the entire planning period Reach –The number of different audience members exposed to a media vehicle at least once in a given period of time Frequency –The average number of times those reached are exposed to a media vehicle in a given period of time
Continuous schedules have been found to be more effective than separate flights in driving brand sales
Gross Rating Points (GRPs): The advertising “weight” that a media schedule delivers = Reach X Frequency GRPs
GRPs Example Schedule A 1 insertion/week in a weekly TV series TV series has a 40 reach rating What is the GRP for the month? Schedule B 1 insertion in each of 6 shows with the following ratings 1: 30 2: 20 3: 25 4: 30 5: 25 6: 30 What is the GRP?
Effective Frequency The number of exposures necessary to predispose the typical target audience individual toward the brand, in the fashion reflected in the communication objectives (e.g., brand awareness, brand attitude). “Establishing frequency goals for an advertising campaign is a mix of art and science but with a definite bias toward art.” Joseph Ostrow, Exec. VP, Young & Rubicam
Effective Frequency Herbert Krugman suggests that only three advertising exposures are necessary 1st exposure – “What is it?” 2nd exposure – “What of it?” 3rd exposure – “Oh yes, I should do that.”
Wearout When continued repetition of an advertising message results in the onset of “tedium” such that the message decreases in effectiveness.
Establishing Frequency Objectives Decide what minimum frequency goal is needed to reach the advertising objectives and what level of frequency is likely to lead to wearout –Estimate effective frequency by considering marketing factors message factors media factors Maximize reach at that frequency level
Factors in Establishing Frequency Objectives Marketing Factors Brand Product Audience
Factors That Influence Frequency Needs Message Factors Content Campaign Execution
Factors in Establishing Frequency Objectives Media Factors Vehicle Attention Clutter Exposures
Effective Reach The number, or percent, of the target audience reached at (at least) the effective frequency level
Effective Reach The number, or percent, of the target audience reached at (at least) the effective frequency level Effective reach should govern media tradeoffs and the media plan.
Media Math Example 5 Total Exposures XX2XX2 XX2XX2 X1X1 XXX3XXX3 X1X1 XX2XX2 XXX3XXX30 XXXX4XXXX4 XX2XX2 1 2 3 4 Total Exposure Total ExposuresJIHGFEDCBAWeek Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Audience MembersPercentage FFrequency Distribution (F) Summary Statistics
TV Ad Exposure Time of Day. All Dayparts Average Early Morning (‘til10:00 am) Daytime (10 - 4:30 pm) Early Fringe (4:30 - 8) Prime (8 - 11 pm) Late Night (11 - 1) Overnight Commercial Audience as % of Program Audience 75% 60 80 90 85 50
Developing the Media Plan Matching the most appropriate media to the target market –“Which 1) media and 2) media vehicles are best to get my message to my chosen target?” –“How do I maximize effective reach?”
Reality... Frequent use of secondary (index) data for setting target –Index number = 100 X % of users in demographic segment/% of pop Demographic matching commonly used, with proxies for advertising exposure Reach and frequency goals are often set on atheoretical bases Media selected based on GRP, determined on the basis of media rating by demographics Relative costs determined by cost per thousand, cost per rating point, etc.
Goals... Link media objectives to communication objectives Maximize communication impact with budget
Summary Think about how many targets you want to reach, how often, and how smoothly over time –Generally speaking, want a continuous schedule –Avoid “wearout” Estimate effective frequency –Market, media & message factors influence GRP = Reach X Frequency –This number hides information that you want –Use frequency distribution Maximize effective reach