Media Planning Establishing frequency goals for an advertising campaign is a mix of art and science but with a definite bias toward art. –Joseph Ostrow.
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Presentation on theme: "Media Planning Establishing frequency goals for an advertising campaign is a mix of art and science but with a definite bias toward art. –Joseph Ostrow."— Presentation transcript:
1 Media PlanningEstablishing frequency goals for an advertising campaign is a mix of art and science but with a definite bias toward art.–Joseph OstrowYoung and Rubicam
2 Developing the Media Plan Media Planning - A series of decisions involving the delivery of messages to audiences.Situation AnalysisMarketing Strategy PlanCreative Strategy PlanSetting Media ObjectivesGoals to be attained by the media strategy and programDetermining Media StrategyDecisions on how the media objectives can be attainedSelecting Broad Media ClassesSelecting Media Within ClassMedia Use Decision— Print— Broadcast— Other Media
3 Media Planning Terms Medium - the general category of delivery system. Media vehicle - the specific carrier within a mediumReach - the percentage of audience members exposed at least once to a message or media vehicle.Coverage - the potential audience that might receive the message through a media vehicle.Frequency - the number of times the receiver is exposed to the message in a given period of time.
4 Media Planning Difficulties Lack of informationInconsistent termsSerious time pressureMeasurement problems
5 Media Planning Criteria Considerations The media mixTarget market coverage (Who?)Geographic coverage (Where?)SchedulingReach versus frequencyCreative aspects and moodFlexibilityBudget considerations
6 To Whom Shall We Promote? Market Potential IndexPercentage of users in a segmentPercentage of population in segmentx 100Product: Cola Segment: Adult males in the USPercentage of males that drink colaPercentage of males in the populationx 10053.1(87118 / )x 100 = 111
8 Where to Promote? Buying Power Index Sales & Marketing Management Gives relative value of a market.
9 Where to Promote? Brand Development Index (BDI) x 100 x 100 Percentage of brand sales in a market to total US salesPercentage of total US population in the marketx 100Percentage of brand sales in South Atlantic regionPercentage of US population South Atlantic regionx 10050%16%x 100 = 312
10 Where to Promote? Category Development Index (CDI) x 100 x 100 Percentage of product category total sales in marketPercentage of total US population in the marketx 100Percentage of product category sales in South AtlanticPercentage of US population South Atlantic regionx 10025%16%x 100 = 156
17 Timing Strategies Continuity Advantages Disadvantages Typical use Constant reminderCovers the entire buying cycleAllows for media priorities (discounts, scheduling)DisadvantagesHigher costsPotential for overexposureTypical useFood productsLaundry detergentProducts consumed on an ongoing basis
18 Timing StrategiesTakes advantage of a carryover effect in consumer awareness levels.
19 Timing StrategiesConsumerAwarenessTakes advantage of a carryover effect in consumer awareness levels.
20 Timing Strategies Flighting Advantages Disadvantages Typical use Cost efficiencyMay allow multiple media or vehicles with limited budgetWeighting may offer more exposure and competitive advantage during scheduled timesDisadvantagesLack of awareness/interest/retention during unscheduled timesVulnerable to competitive efforts during unscheduled timesTypical useProducts with limited budgetsProducts for which highest potential buying times can be identifiedSeasonal products
21 Timing Strategies Combination of Continuity and Flighting. Advertising is increased during an open aperture.
22 Timing Strategies Pulsing Advantages Disadvantages Typical use Previous two methods combinedDisadvantagesHigher costsPotential for overexposureTypical useAutomobiles April/September/DecemberProducts with large budgets + peak sales periods
24 Reach & Frequency Gross Ratings Points = Reach x Frequency 100 GRPs100% exposed 1 time50% exposed 2 times25% exposed 4 times1% exposed 100 timesTarget Ratings Points = Target Audience Reach x Frequency
25 Reach & Frequency Target population: 100,000 Total gross impressions: 108,000Gross rating points:108Reach:56 (56,000/100,000)Average frequency:1.9 issues (108,000/56,000) or (108 GRP/56 Reach)
26 Effects of Reach and Frequency 1. One exposure of an ad to a target group within a purchase cycle has little or no effect in I most circumstances.2. Since one exposure is usually ineffective, the central goal of productive media planning I should be to enhance frequency rather than reach.3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.5. Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important6. Nothing we have seen suggests that frequency response principles or generalizations vary by medium.7. The data strongly suggest that wearout is not a function of too much frequency; it is more of a creative or copy problem.
27 Determining Frequency Levels Marketing FactorsBrand history: new brands = higher frequenciesBrand share: higher share = lower frequenciesBrand loyalty: higher loyalty = lower frequenciesPurchase/use cycles: short purchase cycle = higher frequenciesShare of voice: More noise = higher frequencies
28 Determining Frequency Levels Message FactorsMessage complexity: complex message = higher frequenciesMessage uniqueness: unique message = lower frequenciesCampaign newness: new campaigns = higher frequenciesImage vs product sell: image sell = higher frequenciesMessage variation: single message = lower frequenciesHow does this relate to the RMH?
29 Determining Frequency Levels Media FactorsClutter: more clutter = higher frequenciesAttentiveness: more attentiveness = lower frequenciesScheduling: continuous scheduling = lower frequencies
30 Determining Relative Media Costs Print: Cost per thousand (CPM)Cost of ad spaceCirculationx 1,000
31 Determining Relative Media Costs Broadcast: Cost per rating point (CPRP)Cost of 1 unit of timeProgram rating
32 CautionsScenario A: Overestimation of Efficiency
33 CautionsScenario B: Underestimation of Efficiency