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Chapter Fourteen: Media Planning and Analysis
Chapter Fourteen: Media Planning and Analysis
Chapter Fourteen: Media Planning and Analysis
Perform cost-per-thousand calculations Interpret the output from a computerized media model
Saab 9-5
In the late 1990s, Saab introduced a new luxury sedan: the Saab 9-5 Saab had done little to expand its brand image in U.S. Historically it attracted younger customers, but needed the luxury sedan to appeal to families and older customers
Saab 9-5
A mass-market advertising campaign was undertaken with the following objectives: 1. Generate excitement for new 9-5 model line 2. Increase overall awareness for Saab name 3. Encourage customers to visit dealers and test-drive 4. Retail 11,000 units of 9-5 during introductory year
Saab 9-5
Television commercials were run on network TV and cable in May A newspaper campaign began earlier in March with ads in USA Today and Wall Street Journal Ads also ran yearlong in several automobile magazines Internet banner ads were also run throughout the year
Media Overview
Advertisers are placing more emphasis than ever on media planning Choosing media & vehicles is the most complicated of all marketing communications decisions Aside from specific vehicles in media, the planner has to choose geographical locations and budget distribution over time
Marketing Strategy
Advertising Objectives
Advertising Budget
Message Strategy
Media Strategy
Media Strategy Audience Selection Objective Specification Media and Vehicle Media Buying
4. Buying media
Reach
Percentage of target audience that is exposed to an advertisement, at least once, during a certain time frame (usually four weeks)
Reach
Reach represents the percentage of target customers who have an opportunity to see the advertisers message. Other terms used by Media Planners to describe reach: 1+ (read one-plus) net coverage unduplicated audience cumulative audience ( or cume)
More people are reached when a media schedule uses multiple media The number and diversity of media vehicles used By diversifying the day parts
Frequency
Average number of times an advertisement reaches the target audience in a four-week period
Type
New High High Short Short High
Frequency
High Low Low High High High
Message Complexity Simple Message Uniqueness Unique Newness New Image Factors Image Message variation Little
Type
high Consistent High Continuous a Lot
Frequency
High Low Low Low Low
Weight
How much advertising volume is required to accomplish advertising objectives Three weight metrics: Gross ratings Target ratings Effective ratings
Weight
Gross rating points, or GRPs, are an indicator of the amount of gross weight that a particular advertising schedule is capable of delivering GRPs=Reach(R) X Frequency(F)
100 GRPs could mean: 100 % exposed once 50 % exposed twice 25% exposed four times etc.
Weight
Target Rating Points (TRPs) Adjust a vehicles rating to reflect just those individuals who match the advertisers target audience
Weight
Three-Exposure Hypothesis The minimum number of exposures needed for advertising to be effective is three
The Efficiency-Index Procedure Media schedule that generates the most exposure value per GRP
3-10 exposures during a mediaplanning period (typically 4 weeks) Using multiple media Subjective factors must be considered
Continuity
How advertising is allocated during the course of an advertising campaign : how should the media budget be distributed?
Continuity
Ad $ (in thousands)
Pulsing
Flighting
Recency Planning
(1)Consumers first exposure to an advertisement is the most powerful (2)Advertising primary role is to influence brand choice (2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency
Toward Reconciliation
Illustration of advertisings Chance Encounter and the value of achieving reach
Cost Considerations
The cost of reaching 1,000 members of the target audience, excluding those people who fall outside the target market
Cost considerations
Cost per Thousand (CPM) Target Market (TM) CPM= Cost of ad # of contacts (expressed in thousands)
(expressed in thousands)
Cost Considerations
Measures of cost efficiency, not of effectiveness Lack of comparability across media Misused unless vehicles within a particular medium are compared on the same basis
Tradeoffs
Tradeoff must be made because media planners operate under the constraint of fixed advertising budget
Media Strategy
Increase sales by 4% and improve growth rate to 1.5 times the diet soda category Heighten consumer knowledge Differentiate product
Results
Sales grew by 6.6% Consumer brand ratings of Diet Dr. Pepper surpassed Diet Coke and Diet Pepsi in several key areas