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Planning Media Strategies

A. Guidelines for a Media Strategy B. Quantitative vs. Qualitative Factors

A.

Guidelines for a Media Strategy

Make the media strategy different from and more


innovative than competitors media strategies

Be Creative.

The ability to be creative does not depend on additional dollars. A creative media strategy is dramatic, rather than 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

B.

Quantitative vs. Qualitative Factors

1.

Quantitative Factors

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. The criteria above, however, don't take into account the effectiveness of the schedule.

2.
1)

Qualitative Factors
Media (Class or Vehicle) Source Effects.
ask if an exposure in one type of medium (e.g., TV) will have more impact than another type of media (e.g., newspapers).

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

Vehicle Effects
1) Editorial environment (e.g., one magazine has editorial content that produces a better environment for your ad) Product and Image Fit (e.g., a magazine's prestige rubs off on your ad)

2)

3)

Technical Capabilities (i.e., audio, visual, color fidelity, ad reproduction quality, production options and flexibilities, etc.)

Vehicle Effects
4) Competitive Use of the Given Vehicle (level of competitive message clutter) Message Clutter (overall)

5)

6)

Commercial Exposure Likelihood (given vehicle exposure) - may depend on audience interest and involvement, etc.
Copy Factors (Appeals used, Message Complexity, Size & Color of the Ad)

7)

2. Repetition Effect
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) 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.) Discussed already in Assignment 21

3.

Advertising Wear-out

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

Discussion #4
Write the media strategy for the problem
given (see handout, GS #27) and turn it in by next week

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