Basic Components (see Media Workbook #26) 1. Reach, Frequency (and GRPs & GIs) & effective...

Basic Components(see Media Workbook #26)

1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired

2. Continuity (advertising timing pattern)

3. Specification of Targets (primary, secondary)

4. Special Geographic Emphasis (national vs. spot or national with regional/spot-heavy up)

Also basic are:

Restrictions/Implications from Budget, Creative Strategy, Sales promotion

Topic: Media Objectives

a. Specify reach and frequency, (and GRP) goals desired for each month or each flight or each quarter or overall campaign period on average

Topic: Media ObjectivesReach, Frequency (and GRPs, GIs)

e.g., January: R = 80%, F = 5

Quarter 1: R = 80% F = 7

Overall campaign R = 70%+, F = 6

b. Example of Reach and Frequency Goals

Topic: Media ObjectivesReach, Frequency (and GRPs)

1. Achieve a minimum reach level of 80 with adults women aged 35-54 during the two introductory months

2. Maintain at least 50% reach in each advertising period and maximize when sales promotion runs (in February and October)

3. Maximize reach and frequency during sales peaks (September – November)

C. Definitions

% of different targets or households exposed to a vehicle or schedule at least once over a specified (typically 4-week in broadcast) period

average # of times the reached households or target are exposed to a schedule over a specified (typically 4-week in broadcast) period

= Reach

= Average Frequency

Reach and Frequency

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

GRPs and GIs

Both indicate gross delivery of (ad or vehicle) exposures

Gross Rating Points (GRPs) are expressed as a percent (of total population or) target population

e.g., 240 million GIs

Gross Impressions (Gis) are expressed as an absolute number

e.g., 2400 GRPs

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

C. Definitions

The number or a range of exposures required to produce a desired impact (e.g., sales, brand awareness, brand liking,..) -- 3+, 4+, 3-10,

Number or % or targets exposed the required number of times

= Effective Frequency

= Effective Reach

Effective Reach and Frequency

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

Relationship among Reach, Frequency,GRPs,& GIs

GIs:

GRPs:

With reach and frequency goals set, you’d know how many GRPs should be bought.

Reach (as number) X Average Frequency

Reach (as percent) X Average Frequency

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

Reach X Frequency = GRPs

Q1

Q2

Q3

Q4

80

60

80

50

6

7

5

8

Period Reach Frequency GRPs

Example

1440 = 80 X 6 X 3

1260 = 60 X 7 X 3

1200 = 80 X 5 X 3

1200 = 50 X 8 X 3

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

Reach

Decided according to the awareness level (goal) set -- e.g., 2400 GRPs/80% reach 70% awareness?

Set equal to or higher than the main competition

d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

Reach

Emphasized When anything new is introduced

- new distribution, new product features, new ad copy, new sale promo, new packaging, new marketing/advertising objectives

d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors

Topic: Media ObjectivesReach, Frequency (and GRPs & gis)

Frequency

Emphasized When the competition is intense

The question is: how much frequency is necessary

d. How to Set Reach and Frequency Goals

Topic: Media ObjectivesReach, Frequency (and GRPs)

Other Marketing Factors to Consider:

Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget

For products in the introductory stage of product life cycle, __________ tends to be more important.

e.g. Toyota Matrix,

Product Life Cycle (PLC)

Topic: Media ObjectivesReach, Frequency (and GRPs) d. How to set reach & Frequency Goals

Reach

Frequency For established products in later life cycle

stages such as maturity stage __________ tends to be more important.

e.g. Tide, Pillsbury Cookie Dough, Coca Cola

If target is broadly defined demographically or geographically, _________ would be more important.

Breadth of Target Market

Reach

Frequency If target is narrowly defined, __________ would be more important.

Topic: Media ObjectivesReach, Frequency (and GRPs) d. How to set reach & Frequency Goals

Purchasing Cycle (PC)

For products with short PC (e.g., ), _________ may be more important; For products with long PC (e.g., ), _________ may be more important.

ReachFrequency

Topic: Media ObjectivesReach, Frequency (and GRPs) d. How to set reach & Frequency Goals

R/F objectives must also give adequate consideration to:

budget, promotional needs, stage of the

campaign

Topic: Media Objectives D. How to set reach & Frequency Goals

2. Effective Reach/Frequency

Topic: Media ObjectivesEffective Reach, Effective Frequency

Effective Frequency:

Effective Reach:

Number or range of exposures required to achieve the desired goal (3+, 4+, 3-10??)

Number or % of target exposed the required number of times

2. Effective Reach/Frequency

Topic: Media ObjectivesEffective Reach, Effective Frequency

Joseph Ostrow’s Model (SB, pp. 249-252):

Marketing Factors, Copy Factors, Media Factors

May discard some of Ostrow’s categories and add your own categories (see GS #21, handout)

3. Continuity

a.Three Basic Continuity Strategies:

Continuous:

Flighting:

Pulsing:

advertising effort remains relatively constant throughout

advertising effort varies over the campaign period, with some periods of time receiving no advertising ("HIATUS")

advertising effort is notably varied with some advertising during every period

Topic: Media ObjectivesContinuity

b. How to determine continuity strategy

Factors to consider

Seasonality of Sales Purchase Cycle Product Life Cycle Budget Others – Competition, Ad Goals,

Topic: Media Objectives Continuity

When Is Each Continuity Strategy Useful?

Continuous:

Flighting:

Pulsing:

Topic: Media ObjectivesContinuity

Short PC, Mature PLC, Reminder Campaign Goals, Lack of Brand Loyalty , Media Discounts, Better Vehicle Choices & Ad Positions, Intense Competition,

Seasonal Products or with Limited Budget, Long PC, Ability to Build Frequency/Familiarity for a Short Time, Introductory PLC

Best, safest approach for products sold year round, those with distinctive seasonality of sales, Intense Competition,

Other Consideration in Ad Scheduling

When sales are greatest or lowest When competitors advertise

Topic: Media Objectives Continuity

Example (Media Schedule):

Media GoalsTime PeriodReach Frequency GRPs

1. Jan / Feb

2. Mar / Apr

3. May

4. Jun / Jul / Aug

5. Sep / Oct / Nov

6. Dec

80% (Hi)

60% (Med)

--

50% (Med)

80% (Hi)

--

5 (Med)

7 (Med)

--

3 (Lo)

9 (Hi)

--

800

840

0

450

2160

0

Campaign Ave.= Total GRPs=

80 X 5 X 2 mo.

60 X 7 X 2 mo.

--

50 X 3 X 3 mo.

80 X 9 X 3 mo.

--

Cal.(R X F X Months.)

Topic: Media Objectives4. Putting Basic Components Together (use MFP for your project)

Do your decisions above reflect your planned objectives? (see previous examples of reach and frequency objectives)

Topic: Media Objectives4. Putting the Basic Components Together

What could be some of the reasons for the low reach/frequency goals in Period 4? How about “hiatus’ in May and December?

Discussion # 3

Topic: Media Objectives

Write the media objectives for the problem given in the handout (GS #26) and turn it in next week