4 Chapter 10 Media The Marketing of

4 Chapter 10 & Media The Marketing of Messages

& Media The Marketing of Messages 4 Today we’ll cover… 4 Media Speak 4 Media Building Blocks 8 Strengths & Weaknesses 4 Building The Media Plan 4 The Media Planning Revolution

Media Speak 4 Media/Medium/Vehicle 8 Media = collective noun 8 Medium = one type of media 8 Vehicle = single carrier and sometimes media vehicles are vehicles…

Media Speak 4 Audience/Coverage/Composition 8 Audience 3 number or % exposed to a vehicle 8 Audience Coverage 3 number or % reached by a single insertion specified area 8 Audience Composition 3 statistical breakdown of a media vehicle’s total audience in a

Media Speak 4 Audience/Coverage/Composition 8 Prospects 3 potential purchases 8 Target Market 3 group of prospects 3 can be defined in concrete terms 8 Target Profile 3 demographics 3 psychographics 3 product usage

Media Speak 4 Reach & Ratings 8 Broadcast Media use Rating Points 3 % of Target Audience reached by a media vehicle 8 Print Media use Circulation 3 Number of copies sold or distributed

Media Speak 4 Above-the-Line/Below-the-Line 8 Above = paid advertising 8 Below = sales promotion, PR, events 4 Traditional/Non-Traditional 8 Traditional = major mass media 8 Non-Traditional = unique media opportunities and new media forms

Media Speak 4 “Brand Contact Points” & More 8 Brand Contact Points 8 Personal Media Network 8 Aperture 4 Fragmentation & Clutter 8 Fragmentation - a result of 3 More media channels 3 More audiences. Smaller audiences 8 Clutter - a result of 3 More messages in each channel

Media Building Blocks Strengths & Weaknesses: 4 First, we’ll examine the Strengths & Weaknesses of each Medium 4 Then, we’ll take you through the steps of Building a Media Plan.

Print Strengths & Weaknesses: 4 4 4 4 4 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: 4 4 4 4 “Prestigious” Readers upscale Readers use ads Less lead time Strong local emphasis Sense of immediacy “Cataloging Value” Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic selectivity 4 May have adverse editorial 4 4 4

Magazine Strengths & Weaknesses: 4 Special audience opportunities 4 Building audience takes time 4 Can be long-lasting 4 Can be cluttered 4 Repeat exposure 4 Early closing dates 4 High “passalong” 4 Creative flexibility

Out-of-Home Strengths & Weaknesses: 4 Frequency and repetition 4 Large audiences. Low cost. 4 Poor demographic selectivity 4 Limited time. Limited copy. 4 Visual impact 4 Complicated logistics 4 Blanket coverage 4 Can be expensive 4 Versatility 4 Restrictions

Out-of-Home Strengths & Weaknesses: 4 New technology 4 New opportunities 4 Example: Mc. Donald’s in Piccadilly Circus…

Radio Strengths & Weaknesses: 4 Various formats. 4 Radio is cluttered Special audiences. 4 Inexpensive 4 Radio spots are 8 Affordable frequency fleeting 8 Affordable production 4 Reaches mobile market and one more bit of interesting 4 Scheduling & creative news flexibility 4 Immediacy COMING SOON…HD Radio

Television Strengths & Weaknesses: 4 4 4 Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious 4 Fleeting 4 Expensive 8 Big shows. Big Bucks. 8 Production can be expensive 4 Best shows have limited availability

Cable TV Strengths & Weaknesses: 4 Geographic flexibility 4 Low ratings/ small audiences 4 Inexpensive 4 Varied programming. 4 Reporting is Specialized audiences. inadequate 4 Upscale audiences 4 Wide variety of ad formats

New Media Strengths & Weaknesses: 4 New 4 Low cost 4 Interaction and involvement 4 Buzz and excitement 4 Measurable 4 Sites can be hard to find 4 Production can be expensive and timeconsuming 4 Small to invisible audiences 4 Hugely cluttered 4 Good quantitative data hard to get

Building The Media Plan:

Building The Media Plan: 4 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: 4 The Media Plan is… 8 a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: 3 Goal-Oriented - increase sales/share 3 Make sense - effective/efficient 3 Manageable - can be executed, flexible, developed before the buy.

Building The Media Plan: 4 Media Objectives 8 WHAT your Media Plan hopes to achieve 4 Media Strategies 8 HOW the Media Objective will be implemented

Building The Media Plan: 4 Evaluation & Analysis 4 Planning Media Objectives 4 Media Strategies 4 The Media Buy 4 Post-Buy Analysis

Building The Media Plan: 4 Evaluation & Analysis 8 Seasonality 8 8 8 8 Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity

Building The Media Plan: 4 Evaluation & Analysis 4 + Problems & Opportunities 8 Similar to Situation Analysis in Chapter 8 4 Becomes foundation for… The Media Plan

Building The Media Plan: 4 Planning Media Objectives 8 Target Audience 8 Seasonality 8 Geography 8 Reach & Frequency

Building The Media Plan: 4 Planning Media Objectives 8 Target Audience Profile 3 Demographics 3 Product Usage (Heavy/Med/Light) 3 Media Usage 5 PMN - Personal Media Network l Media Consumption l Core Audience l Aperture (Time/Place/Circumstance)

Building The Media Plan: 4 Planning Media Objectives 8 Seasonality 3 Seasonal sales 3 Media Efficiency 3 Competitive media presence 3 Promotions Scheduled

Building The Media Plan: 4 Planning Media Objectives 8 Geographic Considerations 3 Distribution 5 National/Regional/Local 3 Budget 5 National/Regional/Local 3 Competition 5 Offensive or Defensive Strategy? 3 Sales by Market

Building The Media Plan: 4 Planning Media Objectives 8 Reach and Frequency 3 Consumer Motivation 3 Purchase Cycle 3 Purchase Decision 3 Message Complexity 3 Ad Effectiveness/Memorability 3 Commercial Length 3 Time of Day/Attention 3 Competition

Building The Media Plan: 4 Planning Media Strategies 8 8 8 8 Nature of Media/Message 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: 4 Planning Media Strategies 8 Media Efficiencies - CPM 3 CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media. 3 The following is a comparison of costefficiency for reaching Women 18 -49

4 Building The Media Plan: CPM - Women 18 -49 Network Radio : 30 Day Network : 30 Cable TV : 30 Print 4 -color page AM Network : 30 Late Night : 30 Syndication : 30 Evening News : 30 Prime Network : 30 2. 81 5. 35 6. 05 7. 67 11. 14 12. 22 13. 29 17. 80 18. 31

Building The Media Plan: 4 Planning Media Strategies 8 Scheduling Strategies 3 Four Types of Ad Schedules:

Building The Media Plan: 4 The Media Buy (Implementation) 8 Buying - a separate function 3 Involves tough-minded negotiating 3 Involves long-term relationships 8 Media Buying Services 3 Growing field - specialists 3 Part of “unbundling”

Building The Media Plan: 4 Post-Buy Analysis 8 Measure actual performance 3 Media makes “guarantees” 3 Involves large amounts of $ 8 If below guarantee, media must provide a “make-good. ” 8 And, if you do a good job…

Building The Media Plan: You Get to Do It Again Next Year!

Media Planning: A New Revolution 4 New importance of the media function 8 “Unbundling” = New Media Agencies 8 New Global Relationships 3 Mega-brands and mega-agencies 4 Growing # of media choices means growing need for media planning 4 Development of “account planning” style connection planning

Media Planning: A New Revolution 4 “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/Star. Com

Media Planning: A New Revolution 4 “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 4 “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 4 “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

Media = Creative Content Distribution: 4 That’s how CP+B describes their Media Function 4 Media = “The New Creative Frontier” 4 Let’s look at a few examples…

Media = Creative Content Distribution: 4 An early example: The Loop 8 TV about outdoor for a radio station

Media = Creative Content Distribution: 4 Burger King (CP+B): “Simpsonize”

Media = Creative Content Distribution: 4 Nike: TV about a Website

Media = Creative Content Distribution: 4 Frito-Lay: Commercial Contest 8 1900 Entries • 5 finalists posted online

& Questions Discussion 4

4 Chapter 10 & Media The Marketing of Messages

& Questions Discussion: