Вы находитесь на странице: 1из 40

✔ Chapter 10

Media

The Marketing
of Messages
&
Media
The Marketing of Messages
✔ Today we’ll cover…
✔ Media Speak
✔ Media Building Blocks
✘Strengths & Weaknesses
✔ Building The Media Plan
✔ The Media Planning
Media Speak
✔ Media/Medium/Vehicle
✘ Media = collective noun
✘ Medium = one type of media
✘ Vehicle = single carrier
Media Speak

Audience/Coverage/Compositi
on
✘Audience
✓ number or % exposed to a vehicle

✘Audience Coverage
✓ number or % reached by a single
insertion in a specified area

✘Audience Composition

Media Speak
✔ Reach & Ratings
✘ Broadcast Media use Rating
Points
✓ % of Target Audience reached by a
media vehicle
✘ Print Media use Circulation
✓ Number of copies sold or distributed
Media Speak
✔ Above-the-Line/Below-the-
Line
✘ Above = paid advertising
✘ Below = sales promotion, PR,
events
✔ Traditional/Non-Traditional
✘ Traditional = major mass media
✘ Non-Traditional = unique media
opportunities and new media forms
Media Speak
✔ “Brand Contact Points” &
More
✘ Brand Contact Points
✘ Personal Media Network
✘ Aperture
✔ Clutter & Fragmentation
✘Clutter - a result of
✓ More media channels
✓ More messages in each channel
✘ Fragmentation - a result of
✓ More media channels
Media Building
Blocks
Strengths & Weaknesses:
✔ First, we’ll examine the Strengths
& Weaknesses of each Medium
✔ Then, we’ll take you through the
steps of Building a Media Plan.
Print
Strengths & Weaknesses:
✔ Portable
✔ “Time independent”
✔ Not a fleeting medium - it lasts
✔ Accommodates complex copy
✔ Good picture quality
✔ Easier to feature more than one product
✔ Versatility
✔ Can be preserved and reread
✔ Journalistic content = credibility & prestige
✔ Can deliver coupons
Newspaper
Strengths & Weaknesses:
✔ “Prestigious” ✔ Reproduction varies
✔ Readers upscale ✔ Not much passalong
✔ Readers use ads ✔ Can be expensive
✔ Less lead time ✔ Cluttered
✔ Strong local ✔ Not read thoroughly
emphasis ✔ Poor demographic
✔ Sense of selectivity
immediacy ✔ May have adverse
✔ “Cataloging Value” editorial
Magazine
Strengths & Weaknesses:
✔ Special audience ✔ Building audience
opportunities takes time
✔ Can be long-lasting✔ Can be cluttered
✔ Repeat exposure ✔ Early closing
✔ High “passalong” dates
✔ Creative flexibility
Out-of-Home
Strengths & Weaknesses:
✔ Frequency and ✔ Poor demographic
repetition selectivity
✔ Large audiences. ✔ Limited time.
Low cost. Limited copy.
✔ Visual impact ✔ Complicated
✔ Blanket logistics
coverage ✔ Can be expensive
✔ Versatility ✔ Restrictions
Radio
Strengths & Weaknesses:
✔ Various formats. ✔ Radio is
Special audiences. cluttered
✔ Inexpensive ✔ Radio spots
✘ Affordable frequency are fleeting
✘ Affordable production
✔ Reaches mobile
market
✔ Scheduling &
creative
flexibility
Television
Strengths & Weaknesses:
✔ Impact ✔ Fleeting
✔ Market coverage ✔ Expensive
✔ Intrusive ✘ Big shows.
Big
✔ Flexible Bucks.
✘ Production can
✔ Cost-efficient be expensive
(CPM) ✔ Best shows
✔ Prestigious have limited
availability
Cable TV
Strengths & Weaknesses:
✔ Geographic flexibility
✔ Low ratings
✔ Inexpensive ✔ Reporting is
✔ Varied programming. inadequate
Specialized audiences.
✔ Upscale audiences
✔ Wide variety of ad formats
Buildin
g
The
Media Plan:
Building The Media
Plan:
✔ Successful media
planning is the task of
selecting and
scheduling media that will
reach as many of the target
audience as frequently as
possible for the least
amount of cost.
Building The Media
Plan:
✔ The Media Plan is…
✘ a blueprint for future action…
organizing a brand’s
advertising into media
objectives and strategies that
are:
✓ Goal-Oriented - increase
sales/share
✓ Make sense - effective/efficient
✓ Manageable - can be executed,
Building The Media
Plan:
✔ Media Objectives
✘ WHAT your Media Plan
hopes to achieve
✔ Media Strategies
✘ HOW the Media Objective
will be implemented
Building The Media
Plan:
✔ Evaluation & Analysis
✔ Planning Media
Objectives
✔ Media Strategies
✔ The Media Buy
✔ Post-Buy Analysis
Building The Media
Plan:
✔ Evaluation & Analysis
✘ Seasonality
✘ Brand History
✘ Budget
✘ Purchase Cycle
✘ Prime Prospect
✘ Geography
✘ Competition
✘ Promotional Activity
Building The Media
Plan:
✔ Evaluation & Analysis
✔ + Problems &
Opportunities
✘ Similar to Situation Analysis
SWOT Analysis
✔ Becomes foundation
The Media Plan for…
Building The Media
Plan:
✔ Planning Media
Objectives
✘ Target Audience
✘ Seasonality
✘ Geography
✘ Reach & Frequency
Building The Media
Plan:
✔ Planning Media
Objectives
✘ Target Audience Profile
✓ Demographics
✓ Product Usage
(Heavy/Med/Light)
✓ Media Usage
✕ PMN - Personal Media Network
● Media Consumption
● Core Audience
● Aperture
Building The Media
Plan:
✔ Planning Media
Objectives
✘ Seasonality
✓ Seasonal sales
✓ Media Efficiency
✓ Competitive media
presence
✓ Promotions Scheduled
Building The Media
Plan:
✔ Planning Media
Objectives
✘ Geographic
Considerations
✓ Distribution
✕ National/Regional/Local
✓ Budget
✕ National/Regional/Local
✓ Competition
✕ Offensive or Defensive Strategy?
✓ Sales by Market
Building The Media
Plan:
✔ Planning Media
Objectives
✘ Reach and Frequency
✓ Consumer Motivation
✓ Purchase Cycle
✓ Purchase Decision
✓ Message Complexity
✓ Ad Effectiveness/Memorability
✓ Commercial Length
✓ Time of Day/Attention
✓ Competition
Building The Media
Plan:
✔ Planning Media
✘ Nature of Media/Message
Strategies
✘ Media Strength/Weakness
✘ Media Efficiencies - CPM
✘ Eliminate Media that don’t fit
Brand
✘ Consider Selling Environments
✘ National vs. Local Spending
✘ Scheduling Strategies
✘ Synergy between Media/Ad
Building The Media
Plan:
✔ Planning Media
Strategies
✘ Media Efficiencies - CPM
✓ CPM = Cost Per Thousand, the
universal form of comparing the
efficiency of different media.
✓The following is a comparison of
cost-efficiency for reaching Women
18-49
Building The Media
✔ Plan:
CPM - Women 18-49
Network Radio :30 2.81
Day Network :30 5.35
Cable TV :30 6.05
Print 4-color page 7.67
AM Network :30 11.1
Late Night :30 12.22
Syndication :30 13.29
Evening News :30 17.80
Prime Network :30 18.31
Building The Media
Plan:
✔ Planning Media
Strategies
✘ Scheduling Strategies
✓ Four Types of Ad Schedules:
Building The Media
Plan:
✔ The Media Buy
(Implementation)
✘ Buying - a separate function
✓ Involves tough-minded
negotiating
✓ Involves long-term
relationships
✘ Media Buying Services
✓ Growing field - specialists
Building The Media
Plan:
✔Post-Buy Analysis
✘ Measure actual performance
✓ Media makes “guarantees”
✓ Involves large amount
✘ If below guarantee, media
must provide a “make-
good.”
✘ And, if you do a good job…
Building The Media
Plan:
You Get to
Do It
Again Next
Year!
Media Planning:
A New Revolution
✔ New importance of the media
function
✘ “Unbundling” = New Media
Agencies
✘ New Global Relationships
✓ Mega-brands and mega-agencies
✔ Growing # of media choices
means growing need for
media planning
Media Planning:
A New Revolution
✔ “It will be more challenging to
work in advertising in new
media… it’s a ‘sky’s the
limit’ type of thing. And
advertisers have to know
all the possibilities.”
Jayne Spitler, Leo
Burnett/StarCom
Media Planning:
A New Revolution
✔ “The creative people and the
media people must
intertwine their work as much
as possible. They have to
understand the overall project is
part of a targeting process.”
David Martin, CEO/Penta-
Com
Media Planning:
A New Revolution
✔ “In a rapidly changing media
world, an understanding of
the consumer/ media
relationship is of fundamental
importance to the process.”
Andy Tilley. Zenith
Media
Media Planning:
A New Revolution
✔ “Today’s toughest question is
how to find your customers
at the most strategic time –
that’s why media is the new
creative frontier.”
Keith Reinhard, Chmn
DDB

&
Questions
Discussion: