Advertising Media Advertising Media Selection Selection

When a tree falls in a forest and if nobody had When a tree falls in a forest and if nobody had seen it falling, would it have made a sound?seen it falling, would it have made a sound?

In the wild forest of advertising, several trees In the wild forest of advertising, several trees fall as unheard and unseen advertisements! fall as unheard and unseen advertisements!

A successful ad executive should help a firm A successful ad executive should help a firm identify target markets and then find media identify target markets and then find media that reach the members of those markets in that reach the members of those markets in both retail situations as well as B2B. both retail situations as well as B2B.

Advertising Media Selection Advertising Media Selection includes:includes:

1.1. The Media StrategyThe Media Strategy

2.2. Media PlanningMedia Planning

3.3. Advertising ObjectivesAdvertising Objectives

4.4. Media ChoicesMedia Choices

5.5. Media SelectionMedia Selection

Media StrategyMedia Strategy A media strategy is the process of analyzing and choosing A media strategy is the process of analyzing and choosing

media for an advertising and promotions campaign.media for an advertising and promotions campaign. An average consumer reads or looks over only 9 of the An average consumer reads or looks over only 9 of the

more than 200 consumer magazines more than 200 consumer magazines A radio listener usually tunes in to only 3 of the stations A radio listener usually tunes in to only 3 of the stations

available in the areaavailable in the area TV viewers watch fewer than 8 of the 30 plus stations TV viewers watch fewer than 8 of the 30 plus stations

available by satellite or cable available by satellite or cable An average network prime-time ratings have declined by An average network prime-time ratings have declined by

more than 30 percent throughout the last decade (in the more than 30 percent throughout the last decade (in the USA)USA)

Simply finding the right places to speak to potential Simply finding the right places to speak to potential customers is an increasingly challenging task customers is an increasingly challenging task

Prices for advertising time or space Prices for advertising time or space have not gone down and often have have not gone down and often have risen risen

Client budgets for advertising have Client budgets for advertising have not kept up with inflation, yet there not kept up with inflation, yet there are stronger demands for results and are stronger demands for results and accountability accountability

Media Planning Media Planning

It has to focus on consumer behaviorIt has to focus on consumer behavior It has to create plans that reflect the It has to create plans that reflect the

consumer’s ( or business’s) purchasing process consumer’s ( or business’s) purchasing process It has to influence consumers in the It has to influence consumers in the

marketplace marketplace

One method of addressing media planning is to One method of addressing media planning is to study the media choices that members of a study the media choices that members of a specific ,defined target market might make specific ,defined target market might make during the course of a day. during the course of a day.

Examples of times people are Examples of times people are exposed to advertisementsexposed to advertisements

1.1. A favorite wake-up radio station or one listened to A favorite wake-up radio station or one listened to during the commute to work during the commute to work

2.2. A favorite morning news show or newspaperA favorite morning news show or newspaper3.3. Trade or business journals examined while at workTrade or business journals examined while at work4.4. A radio station played during office hours at work A radio station played during office hours at work 5.5. Favorite computer sites accessed during workFavorite computer sites accessed during work6.6. Favorite magazines read during the evening hoursFavorite magazines read during the evening hours7.7. Favorite TV shows watched during the evening Favorite TV shows watched during the evening

hourshours8.8. Internet sites accessed during leisure timeInternet sites accessed during leisure time9.9. Shopping, dining, and entertainment venues Shopping, dining, and entertainment venues

frequentedfrequented

Simply knowing the demographic Simply knowing the demographic details of the target audience is not details of the target audience is not enough to know about the media enough to know about the media habits of the persons included in it. habits of the persons included in it. The viewing patterns of the people The viewing patterns of the people concerned have to be understood so concerned have to be understood so that the messages can reach them at that the messages can reach them at the best of times and places. the best of times and places.

Typical components of a media Typical components of a media planplan

A marketing analysisA marketing analysis – a fundamental – a fundamental review of a marketing program like review of a marketing program like current sales and market share, prime current sales and market share, prime prospects to be solicited by prospects to be solicited by demographic, lifestyle, geographic demographic, lifestyle, geographic location , or product usage. These location , or product usage. These should reflect on a compatible pricing should reflect on a compatible pricing strategy based on the product , its strategy based on the product , its benefits, and distinguishing benefits, and distinguishing characteristics, and an analysis of the characteristics, and an analysis of the competitive environmentcompetitive environment

An advertising analysis An advertising analysis – about the – about the advertising strategy and budget to be used in advertising strategy and budget to be used in meeting the ad objectivesmeeting the ad objectives

A media strategy A media strategy spelling out the various spelling out the various media to be used and the creative media to be used and the creative considerationsconsiderations

A media schedules A media schedules contain details of where contain details of where and when ads will appear in individual and when ads will appear in individual vehiclesvehicles

Justification and summary Justification and summary would state the would state the measures of goal achievement. It also states measures of goal achievement. It also states the rationale for each media choice. the rationale for each media choice.

Media Planners and BuyersMedia Planners and Buyers Several individuals are included in media Several individuals are included in media

planning. Apart from account executives planning. Apart from account executives and creatives, most agencies utilize and creatives, most agencies utilize media media plannersplanners and and media buyers. media buyers.

The media planner formulates a media The media planner formulates a media program stating where and when to place program stating where and when to place the advertisements. Creatives, account the advertisements. Creatives, account executives, agencies and buyers work very executives, agencies and buyers work very closely with the planners. Because the closely with the planners. Because the choices made may have a major impact on choices made may have a major impact on the ads. Designed for TV, Radio, or Print the ads. Designed for TV, Radio, or Print vehicles. vehicles.

In most instances, the media planner conducts In most instances, the media planner conducts research to help match the product with the research to help match the product with the market and media. For example if a product’s market and media. For example if a product’s target market is 18 – to 25 year old males with target market is 18 – to 25 year old males with college degrees who love the outdoors, then the college degrees who love the outdoors, then the media must have a high percentage of its media must have a high percentage of its audience in the above age group and life style audience in the above age group and life style characteristics. characteristics.

Part of the media planners’ research is devoted to Part of the media planners’ research is devoted to gathering facts about various media; information gathering facts about various media; information about newspapers and magazines in regard to about newspapers and magazines in regard to their readership, circulation, reader profiles their readership, circulation, reader profiles (demographics and psychographics as well) (demographics and psychographics as well)

BuyersBuyers

Media buyers are the ones who buy Media buyers are the ones who buy space and negotiate rates , times, and space and negotiate rates , times, and schedules for the ads. They remain in schedules for the ads. They remain in constant contacts with the media constant contacts with the media representatives. Typically buyers representatives. Typically buyers possess a great deal of knowledge about possess a great deal of knowledge about rates and schedules. They are aware of rates and schedules. They are aware of the special deals and tie-ins between the special deals and tie-ins between different media outlets such as Radio different media outlets such as Radio and TV stations, magazines with and TV stations, magazines with newspapers etc. newspapers etc.

Advertising ObjectivesAdvertising Objectives

In selecting the media, it is important In selecting the media, it is important to review the communication to review the communication objectives established in the IMC objectives established in the IMC program. These objectives guide program. These objectives guide media selection decisions as well as media selection decisions as well as the message design. the message design.

Several concepts or technical terms are Several concepts or technical terms are used in arriving at media objectives such as:used in arriving at media objectives such as:

ReachReach – the number of people, households, or – the number of people, households, or businesses in a target audience exposed to a businesses in a target audience exposed to a media vehicle or message schedule at least media vehicle or message schedule at least once during a given time period. A time once during a given time period. A time period is normally chosen 4 weeks. In other period is normally chosen 4 weeks. In other words how many targeted buyers did the ad words how many targeted buyers did the ad reach? reach?

FrequencyFrequency – is the average number of times – is the average number of times an individual , household , or business within an individual , household , or business within a particular target market is exposed to a a a particular target market is exposed to a a particular ad within a specified time period particular ad within a specified time period such as 4 weekssuch as 4 weeks

Opportunity to see (OTS) Opportunity to see (OTS) – refers to the cumulative – refers to the cumulative exposures achieved in a given frameexposures achieved in a given frame

Gross Rating Points (GRP) Gross Rating Points (GRP) – are a measure of the – are a measure of the impact or intensity of a media plan. GRP is impact or intensity of a media plan. GRP is calculated by multiplying a vehicle’s rating by the calculated by multiplying a vehicle’s rating by the OTS or umber of insertions of an ad. GRP gives the OTS or umber of insertions of an ad. GRP gives the advertiser an idea about the odds of the target advertiser an idea about the odds of the target audience actually seeing the ad audience actually seeing the ad

Cost per rating point (CPM) Cost per rating point (CPM) – is a measure of – is a measure of overall expenditure associated with the ad overall expenditure associated with the ad program. Cost per thousand (CPM) is the Rupee program. Cost per thousand (CPM) is the Rupee cost of reaching 1000 members of the media cost of reaching 1000 members of the media vehicle’s audience vehicle’s audience

CPM = (Cost of media buy/Total audience) x 1,000CPM = (Cost of media buy/Total audience) x 1,000

Hypothetical Media Plan Information for Hypothetical Media Plan Information for Select MagazinesSelect Magazines

Magazines Cost for 4-color full page ad

Total reader ship (000s)

CPM total Rating (Reach)

Cost per Rating point (CPRP)

National Geographic

Newsweek

People

Southern Living

Sports Illustrated

Time

Travel & Leisure

U.S. News & World report

$ 346,080

780,180

605,880

11,370

965,940

1,324,282

183,216

100,740

21,051

15,594

21,824

5,733

13,583

21,468

2,205

8,929

$16.44

50.03

27.76

1.98

71.11

61.69

83.09

11.28

16.1

12.2

9.4

2.4

10.5

15.9

2.3

8.3

$ 21,496

63,949

64,455

4,738

91,994

83,288

79,659

12,137

The cost per thousand (CPM) for National The cost per thousand (CPM) for National Geographic is $16.44. This means that it Geographic is $16.44. This means that it takes $16.44 to reach 1,000 National takes $16.44 to reach 1,000 National Geographic readers. Notice the CPM for Geographic readers. Notice the CPM for Sports Illustrated is $71.11 and for Travel & Sports Illustrated is $71.11 and for Travel & Leisure , $83.09. The readership of Travel & Leisure , $83.09. The readership of Travel & Leisure is the lowest , and yet its CPM is the Leisure is the lowest , and yet its CPM is the highest of all eight magazines. In terms of highest of all eight magazines. In terms of cost per thousand readers, the best is cost per thousand readers, the best is Southern Living, at only $1.98 per Southern Living, at only $1.98 per thousand. thousand.

Cost per rating Point CPRP One critical concern is the cost of reaching a firm’s target

audience. The CPRP is a relative measure of the efficiency of a media vehicle relative to a firm’s target market. Ratings measure the percentage of a firm’s target market that is exposed to a show on TV or an article in a print medium.

CPRP = Cost of media buy/vehicle’s rating The table shown earlier was in regard to potential buyers of

a 35 mm camera. CPRP as per this table for National Geographic is $21,496. This is the average cost for each rating point or of each 1 percent of the firm’s target audience (35 mm camera buyers). Because all readers of the magazine are not part of the target market for the camera, CPRP does a better job of measuring the efficiency of the ad campaign. Notice that the CPRP is the lowest for National Geographic, Southern Living, and U.S. News & World Report.

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ContinuityContinuity – is the exposure pattern or – is the exposure pattern or schedule used in the ad campaign. Three schedule used in the ad campaign. Three types of patterns used are:types of patterns used are:

Continuous – uses media time in a steady Continuous – uses media time in a steady streamstream

Pulsating - marked by minimal level of Pulsating - marked by minimal level of advertising at all times but at increased advertising at all times but at increased levels on occasions and at intervals levels on occasions and at intervals

Discontinuous – ads at special intervals Discontinuous – ads at special intervals with none between intervals with none between intervals

ImpressionsImpressions – the # of gross impressions – the # of gross impressions is the total exposures of the audience to is the total exposures of the audience to an ad. It does not take into account what an ad. It does not take into account what percentage of the total audience may or percentage of the total audience may or may not see the advertisement. If six may not see the advertisement. If six insertions were given in the National insertions were given in the National Geographic, multiplying the readership by Geographic, multiplying the readership by insertions would yield 126 million insertions would yield 126 million impressions (21051000 x 6 = impressions (21051000 x 6 = 126,306,000). 126,306,000).

Achieving Advertising Objectives

How many times a person should be exposed to an ad? There has been an endless debate: Some say three times and some other opinions indicate ten times.

Herbert Krugman put forward the three-exposure hypothesis and many media planners have solidly followed this approach.

Many however thought that the three exposures will be too little to create enough impressions about an ad particularly because of the clutter that exist in modern times. Because of clutter, the different advertising objectives such as following would need separate treatments:

1. Increasing brand awareness – attention getting

2. Building brand image – holding someone’s interest long enough to make a point about the firm’s message

To decide upon the number of effective exposures, we need to primarily follow two concepts:

1. Effective frequency – number of times a target audience must be exposed to an ad; if it is to increase brand recall so the brand name becomes a part of the person’s evoked set

2. Effective reach – the percentage of an audience that must be exposed to achieve a specific objective; if it is required to increase the brand recognition, the emphasis will be on the visual presentation of the product and/or logo.

The size, placement, and length of an ad too could enhance effective frequency and effective reach.

The number of media selected for the campaign might

increase both reach and frequency such as when both TV and Print are simultaneously used.

Many media companies have designed computer models

based on probability theory to optimize reach and frequency such as:

Nielsen SAVE ADPlus Adware

Recency Theory

As opposed to the three-exposure approach, the recency theory proposes that the consumer’s attention is selective and focused on his/her individual need and wants. The traditional three-exposure theory seems to capitalize more on the intrusive value of an ad.

Recency theory suggests that consumers have selective attention processes as they consider ads. They give the most attention to messages that might meet their needs or wants.

The closer or more recent an ad is to a purchase, the more powerful the ad will be. Also when a consumer contemplates a future purchase of the product being advertised , it becomes more likely that it will receive better recognition and notice.

This theory then indicates wastage of money when ads reach individuals or businesses that are not in the market for a particular product or have no interest in it. It also seemingly supports the argument that one ad exposure is enough to affect an audience when that person or business needs the product immediately. Additional exposures may prove to be a wastage of money.

Media Selection

There are many choices of advertising media; effectively mixing these media is an important job. All media have advantages and disadvantages. It is important to know how attentive consumers are to various media. Factors such as target audience, product category, and media programming would all affect how closely an ad is watched and understood by consumers.

Television Advertising

Advantages 1. High reach2. High frequency

potential3. Low cost per contact4. High intrusion value

(motion, sound)5. Quality creative

opportunities6. Segmentation

possibilities through cable outlets

Disadvantages 1. Greater clutter2. Low recall due to

clutter3. Channel surfing

during commercials4. Short amount of copy5. High absolute cost

for ad

Radio Advertising Advantages 1. Recall promoted2. Narrower target markets3. Ad music can match

station’s programming 4. High segmentation

potential5. Flexibility in making new

ads6. Able to modify ads to fit

local conditions7. Intimacy (with DJs and

radio personalities)8. Mobile – people carry

radios everywhere 9. Creative opportunities with

music and other sounds

Disadvantages 1. Short exposure time2. Low attention3. Few chances to reach

national audience4. Target duplication when

several stations using the same format

5. Information overload

Outdoor Advertising Advantages 1. Able to select key

geographic areas2. Accessible for local ads3. Low cost per

impression4. Broad reach5. High frequency on

major commuter routes6. Large, spectacular ads

possible

Disadvantages 1. Short exposure time2. Brief messages3. Little segmentation

possible 4. Cluttered travel

routes

Internet Advertising

Advantages 1. Creative possibilities2. Short lead time to

send ads3. Simplicity of

segmentation4. High audience

interest on web site5. Easier to measure

responses directly

Disadvantages1. Clutter on each site2. Difficult procedures

to place ads and buy time

3. Only for computers owners

4. Short life span5. Low intrusion value6. Hard to retain

interest of surfers

Magazines Advertising Advantages 1. High market segmentation2. Targeted audience interest

by magazines3. Direct-response techniques

– coupons, Web addresses, Toll-free numbers

4. High color quality5. Availability of special

features - scratch and sniff6. Long life7. Read during leisure times –

longer attention to ads

Disadvantages1. Declining readership

(some magazines )2. High level of clutter3. Long lead time4. Little flexibility5. High cost

Newspapers Advertising Advantages 1. Geographic selectivity2. High flexibility3. High credibility4. Strong audience

interest5. Longer copy 6. Cumulative volume

discounts7. Coupons and special –

response features

Disadvantages 1. Poor buying

procedures2. Short life span3. Major clutter

(especially on holydays)

4. Poor quality reproduction (especially color)

5. Internet competition with classified ads

Direct Mail Another major advertising medium is

directly mail; many companies send ads directly to target markets of customers through carefully constructed mailing lists. It is used by a variety of firms. Direct mail provides intimacy and personalization and therefore an impact with direct communication with a customer that is not possible elsewhere. Major advantage is that it goes directly to the addressed. And the major disadvantage is the fact it is costly, creates clutter, and often recognized by some as some ‘nuisance’. Some call them “junk” mail too.

Alternate Media1. Leaflets, brochures, and carry-home menus2. Ads on carry-home bags from retail stores3. Ads on T-shirts and caps 4. Ads on movie trailers both in theatres and on home video

rental products5. Small, freestanding mall signs6. Self-run ads in motel rooms on television, towels, ice

chests, and other places 7. Yellow pages and phone book ads8. Mall kiosk ads9. Ads sent by fax10. Ads shown on video replay scoreboards at sports events11. In-house advertising magazines placed by airlines in seats12. Ads on the walls of air ports, subway terminals, bus

terminals , and inside cabs and buses or transit advertising

Guerrilla Marketing

It is a focus on low-cost, creative strategies to reach the right people. In this case, the marketing team looks for ways to reach individuals and groups in a unique way that cause them to take notice. Small tents placed at stadiums (cricket, soccer, Golf, etc) where small programs of fun and frolic are arranged, work as the platforms for spreading messages about products and activities.