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& & The Marketing of Messages
The Marketing of Messages
Chapter 10 Chapter 10
MediaMedia
&&MediaMedia
Media Speak
Media Building Blocks Strengths & Weaknesses
Building The Media Plan
The Media Planning Revolution
Media Speak
Media Building Blocks Strengths & Weaknesses
Building The Media Plan
The Media Planning Revolution
Today we’ll cover… Today we’ll cover…
The Marketing of MessagesThe Marketing of Messages
Media SpeakMedia Speak Media/Medium/Vehicle
Media = collective noun
Medium = one type of media
Vehicle = single carrier
Media/Medium/Vehicle Media = collective noun
Medium = one type of media
Vehicle = single carrier
and sometimes media vehicles are vehicles…
Media SpeakMedia Speak Audience/Coverage/Composition
Audience number or % exposed to a vehicle
Audience Coverage number or % reached by a single insertion in
a specified area
Audience Composition statistical breakdown of a media vehicle’s
total audience
Audience/Coverage/Composition
Audience number or % exposed to a vehicle
Audience Coverage number or % reached by a single insertion in
a specified area
Audience Composition statistical breakdown of a media vehicle’s
total audience
Media SpeakMedia Speak
Audience/Coverage/Composition
Prospects potential purchases
Target Market group of prospects can be defined in concrete terms
Target Profile demographics psychographics product usage
Audience/Coverage/Composition
Prospects potential purchases
Target Market group of prospects can be defined in concrete terms
Target Profile demographics psychographics product usage
Media SpeakMedia 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
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 SpeakMedia 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
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 SpeakMedia Speak “Brand Contact Points” & More
Brand Contact Points Personal Media Network Aperture
Fragmentation & Clutter Fragmentation - a result of
More media channels More audiences. Smaller audiences
Clutter - a result of More messages in each channel
“Brand Contact Points” & More Brand Contact Points Personal Media Network Aperture
Fragmentation & Clutter Fragmentation - a result of
More media channels More audiences. Smaller audiences
Clutter - a result of More messages in each channel
Media Building Blocks
Media Building Blocks
First, we’ll examine the Strengths & Weaknesses of each Medium
First, we’ll examine the Strengths & Weaknesses of each Medium
Strengths & Weaknesses:Strengths & Weaknesses:
Then, we’ll take you through the steps of Building a Media Plan.
Then, we’ll take you through the steps of Building a Media Plan.
PrintPrint
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
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
Strengths & Weaknesses:Strengths & Weaknesses:
“Prestigious” Readers upscale Readers use ads Less lead time Strong local
emphasis Sense of immediacy “Cataloging Value”
“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 May have adverse
editorial
Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic
selectivity May have adverse
editorial
NewspaperNewspaperStrengths & Weaknesses:Strengths & Weaknesses:
Special audience opportunities
Can be long-lasting
Repeat exposure
High “passalong”
Creative flexibility
Special audience opportunities
Can be long-lasting
Repeat exposure
High “passalong”
Creative flexibility
Building audience takes time
Can be cluttered
Early closing
dates
Building audience takes time
Can be cluttered
Early closing
dates
MagazineMagazineStrengths & Weaknesses:Strengths & Weaknesses:
Poor demographic selectivity
Limited time. Limited copy.
Complicated logistics
Can be expensive
Restrictions
Poor demographic selectivity
Limited time. Limited copy.
Complicated logistics
Can be expensive
Restrictions
Frequency and repetition
Large audiences. Low cost.
Visual impact
Blanket coverage
Versatility
Frequency and repetition
Large audiences. Low cost.
Visual impact
Blanket coverage
Versatility
Out-of-HomeOut-of-HomeStrengths & Weaknesses:Strengths & Weaknesses:
New technology New opportunities Example: McDonald’s in Piccadilly Circus…
New technology New opportunities Example: McDonald’s in Piccadilly Circus…
Out-of-HomeOut-of-HomeStrengths & Weaknesses:Strengths & Weaknesses:
Various formats. Special audiences.
Inexpensive Affordable frequency Affordable production
Reaches mobile market Scheduling & creative
flexibility Immediacy
Various formats. Special audiences.
Inexpensive Affordable frequency Affordable production
Reaches mobile market Scheduling & creative
flexibility Immediacy
Radio is cluttered
Radio is cluttered
RadioRadioStrengths & Weaknesses:Strengths & Weaknesses:
Radio spots are fleeting
and one more bit of interesting news
Radio spots are fleeting
and one more bit of interesting news
COMING SOON…HD RadioCOMING SOON…HD Radio
Impact Market coverage Intrusive Flexible Cost-efficient
(CPM) Prestigious
Impact Market coverage Intrusive Flexible Cost-efficient
(CPM) Prestigious
Fleeting Expensive
Big shows. Big Bucks.
Production can be
expensive Best shows have
limited availability
Fleeting Expensive
Big shows. Big Bucks.
Production can be
expensive Best shows have
limited availability
TelevisionTelevisionStrengths & Weaknesses:Strengths & Weaknesses:
Geographic flexibility Inexpensive Varied programming.
Specialized audiences. Upscale audiences
Wide variety of ad formats
Geographic flexibility Inexpensive Varied programming.
Specialized audiences. Upscale audiences
Wide variety of ad formats
Low ratings/ small audiences
Reporting is inadequate
Low ratings/ small audiences
Reporting is inadequate
Cable TVCable TVStrengths & Weaknesses:Strengths & Weaknesses:
New Low cost Interaction and
involvement Buzz and excitement
Measurable
New Low cost Interaction and
involvement Buzz and excitement
Measurable
Sites can be hard to find
Production can be expensive and time-consuming
Small to invisible audiences
Hugely cluttered Good quantitative
data hard to get
Sites can be hard to find
Production can be expensive and time-consuming
Small to invisible audiences
Hugely cluttered Good quantitative
data hard to get
New MediaNew MediaStrengths & Weaknesses:Strengths & Weaknesses:
Building
BuildingMedia Plan:Media Plan:
TheThe
Building 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.
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:
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,
flexible, developed before the buy.
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,
flexible, developed before the buy.
Building The Media Plan:
Building The Media Plan: Media Objectives
WHAT your Media Plan hopes to achieve
Media Strategies HOW the Media Objective will be implemented
Media Objectives WHAT your Media Plan hopes to achieve
Media Strategies HOW the Media Objective will be implemented
Building The Media Plan:
Building The Media Plan:
Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis
Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis
Building The Media Plan:
Building The Media Plan: Evaluation & Analysis
Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity
Evaluation & Analysis Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity
Building The Media Plan:
Building The Media Plan:
Evaluation & Analysis Evaluation & Analysis + Problems & Opportunities Similar to Situation Analysis
in Chapter 8
Becomes foundation for…
+ Problems & Opportunities Similar to Situation Analysis
in Chapter 8
Becomes foundation for…The Media PlanThe Media Plan
Building The Media Plan:
Building The Media Plan: Planning Media Objectives Planning Media Objectives
Target Audience Seasonality Geography Reach & Frequency
Target Audience Seasonality Geography Reach & Frequency
Building The Media Plan:
Building The Media Plan: Planning Media Objectives Planning Media Objectives
Target Audience Profile Target Audience Profile Demographics Product Usage (Heavy/Med/Light)
Media Usage PMN - Personal Media Network
Media Consumption Core Audience Aperture
(Time/Place/Circumstance)
Demographics Product Usage (Heavy/Med/Light)
Media Usage PMN - Personal Media Network
Media Consumption Core Audience Aperture
(Time/Place/Circumstance)
Building The Media Plan:
Building The Media Plan: Planning Media Objectives Planning Media Objectives
Seasonality Seasonality Seasonal sales
Media Efficiency Competitive media presence
Promotions Scheduled
Seasonal sales
Media Efficiency Competitive media presence
Promotions Scheduled
Building The Media Plan:
Building The Media Plan: Planning Media Objectives Planning Media Objectives
Geographic Considerations Geographic Considerations Distribution
National/Regional/Local Budget
National/Regional/Local Competition
Offensive or Defensive Strategy? Sales by Market
Distribution National/Regional/Local
Budget National/Regional/Local
Competition Offensive or Defensive Strategy?
Sales by Market
Building The Media Plan:
Building The Media Plan: Planning Media Objectives Planning Media Objectives
Reach and Frequency Reach and Frequency Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition
Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition
Building The Media Plan:
Building The Media Plan:
Planning Media Strategies Planning Media Strategies 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
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:
Building The Media Plan:
Planning Media Strategies Planning Media Strategies Media Efficiencies - CPM 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
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:
Building The Media Plan: CPM - Women 18-49 CPM - Women 18-49
Network Radio :30 2.81Day Network :30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication :30 13.29Evening News :30 17.80Prime Network :30 18.31
Network Radio :30 2.81Day Network :30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication :30 13.29Evening News :30 17.80Prime Network :30 18.31
Building The Media Plan:
Building The Media Plan:
Planning Media Strategies Planning Media Strategies Scheduling Strategies Scheduling Strategies
Four Types of Ad Schedules: Four Types of Ad Schedules:
Building The Media Plan:
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 Part of “unbundling”
The Media Buy (Implementation)
Buying - a separate function Involves tough-minded negotiating Involves long-term relationships
Media Buying Services Growing field - specialists Part of “unbundling”
Building The Media Plan:
Building The Media Plan:
Post-Buy Analysis Measure actual performance
Media makes “guarantees” Involves large amounts of $
If below guarantee, media must provide a “make-good.”
And, if you do a good job…
Post-Buy Analysis Measure actual performance
Media makes “guarantees” Involves large amounts of $
If below guarantee, media must provide a “make-good.”
And, if you do a good job…
Building The Media Plan:
Building The Media Plan:
You Get to Do It Again Next Year!
You Get to Do It Again Next Year!
Media Planning:Media Planning:
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
Development of “account planning” style connection planning
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
Development of “account planning” style connection planning
A New RevolutionA New Revolution
Media Planning:Media Planning:
“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
“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
A New RevolutionA New Revolution
Media Planning:Media Planning:
“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
“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
A New RevolutionA New Revolution
Media Planning:Media Planning:
“In a rapidly changing media world, an understanding of the
consumer/ media relationship is of fundamental importance to the process.”
Andy Tilley. Zenith Media
“In a rapidly changing media world, an understanding of the
consumer/ media relationship is of fundamental importance to the process.”
Andy Tilley. Zenith Media
A New RevolutionA New Revolution
Media Planning:Media Planning:
“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
“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
A New RevolutionA New Revolution
Media = Creative Content Distribution:
Media = Creative Content Distribution: That’s how CP+B describes their Media Function
Media = “The New Creative Frontier”
Let’s look at a few examples…
That’s how CP+B describes their Media Function
Media = “The New Creative Frontier”
Let’s look at a few examples…
An early example: The Loop TV about outdoor for a radio
station
An early example: The Loop TV about outdoor for a radio
station
QuickTime™ and aH.263 decompressor
are needed to see this picture.
Media = Creative Content Distribution:
Media = Creative Content Distribution:
Burger King (CP+B):“Simpsonize” Burger King (CP+B):“Simpsonize”
QuickTime™ and aH.264 decompressor
are needed to see this picture.
Media = Creative Content Distribution:
Media = Creative Content Distribution:
Nike: TV about a Website Nike: TV about a Website
Media = Creative Content Distribution:
Media = Creative Content Distribution:
Frito-Lay: Commercial Contest 1900 Entries • 5 finalists posted
online
Frito-Lay: Commercial Contest 1900 Entries • 5 finalists posted
online
QuickTime™ and aH.264 decompressor
are needed to see this picture.
Media = Creative Content Distribution:
Media = Creative Content Distribution:
&&Questions DiscussionQuestions Discussion
& & The Marketing of Messages
The Marketing of Messages
Chapter 10 Chapter 10
MediaMedia
&&Questions Discussion:Questions Discussion: