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Advertising Strategy and Media Planning
Media planning -‐ concepts… 8
Have knowledge and understanding of regulations,
legislation and media consumption
Category spend
two key skills of media planners…
Should be able to judge th
e communications
efforts of the competition
ONE…
TWO…
Share of Voice Media Mix
media planning…
media selection has become increasingly complex
…this activity is primarily tactical…
according to Percy and Elliott there is a
‘trade-‐off’ between…
reach
…arguably this all has to be done within the
budget
Percy and Elliott, 2009 frequency
scheduling
media planning…
coverage
Yeshin, 2006, considers this in a slightly different way, as a
balance between…
…there is never enough budget to maximise the two
…in media planning we need to maximise advertising
effectiveness through careful balancing
frequency
A lot of this was covered last week in th
e lecture…
Audience Research
Media Information
Media Consumption
key concepts… frequency
How many times a consumer within the target audience is expected
to be exposed to the message within a certain time period
So… how do we determine frequency?
Yeshin, 2006, states that “there is no consen
sus as to the ‘correct’ number
of exposures that an advertising campaign s
hould seek to achieve
…what the media planner strives towards is known as…
Effective frequency
De Pelsmaker, et.al.,, 2006
frequency and effectiveness…
There needs to be a balance between “wear-‐in” and “wear-‐out”
Wear-‐out results in negative responses… such as irritation…
High exposure is beneWicial as it can…
Makes attitudes more accessible and increases conWidence in that attitude
Leads to greater front of mind awareness
…so minor tweaks to content can be beneWicial to overcome this
Make the message more memorable and increase brand recall
Can be a signal for brand quality
Increases believability of claims
De Pelsmaker, et.al.,, 2006
frequency and effectiveness…
ad effectiveness…
Frequency of repetition
Wear-‐out
Wear-‐in
Two Factor Model, De Pelsmaker, et.al., 2
006
frequency
Yeshin cites research from Krugman (1972) who put forward that
a consumer only requires 3 exposures for the effect to be achieved
He also cites Philip Jones (1995) who argues that sales
are achieved from one exposure
It is important to note that frequency of exposure should vary by age… increasing frequency as the audience gets older (Dubow, 1995)
frequency
Optimal, effective frequency is linked to…
The type of message used – format, appeal, content
The level of competition
The advertising objective
The product category
The target audience
The media being used
frequency in action…
reach…
another key concept to consider…
Total reach is the number or percentage of people who we can
expect to be exposed to the message during the scheduled time
frame
However, it is more beneWicial to consider useful reach
So, TV may have higher total reach but specialist press would have
more useful reach
It equates to how many consumers from the target audience
are likely to see the message
(adapted from De Pelsmaker et.a.l., 2006)
reach
We may also consider gross reach… used when the
campaign utilises a media mix
Radio TV A B
C
(A+B) + (B+C) = Gross Reach
(adapted from De Pelsmaker et.a.l., 2006)
A+B+C = Reach
Reach…
A more commonly used measure is opportunities to see… OTS
This is the average probability of
exposure that the target audience has
This links to Gross Rating Points… GRP’s
You divide gross reach by reach… simple!
GRP’s
Also a score of 450 GRP… could be a result o
f 18 exposures to 25%
of the audience or 9 exposures to 50% of th
e audience
Adapted from Yeshin, 2006
multiplied by the number of times shown… frequency of exposure
But it doesn’t take into account ‘target’ aud
iences so well
Reach x Frequency = GRP
Reach is expressed as a % of total audience
exposed to the message…
effective reach…
% Reach…
Frequency Graph of effective re
ach, Belch and Belch, 1993
20 15 10 5 0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
No exposure
Ineffective exposure
Threshold of exposure
Reinforcement of effectiveness
Excessive exposure
Negative exposure
Other considerations…
Brand history, brand share and brand loyalty
Usage cycle
Target audience education, learning and absorption
Marketing factors
Purchase cycle
Competitive share of voice
Yeshin, 2006
Other considerations…
Complexity of message
New campaign or continuous
Variety and volume of messages
Creative factors
Message uniqueness
Image versus selling
Wearout of message
Yeshin, 2006
Other considerations…
clutter
attention
Number of media used
Media factors
‘zipping and zapping’
scheduling
Repetition of exposure
Yeshin, 2006
Contingency planning…
The marketing and media environment is dynamic
Variables that have been used in the development of the
plan may alter…
Change in economic conditions
Change in sales
Change in competition
Ideally the plan should be Wlexible… so that we can act in
response to changes
methods of media planning…
Traditional media planning
Channel planning
Integrated planning
Communications planning
Media neutral planning
Traditional planning…
Each channel has its own audience research methods
Concerned with the “older” forms of media…
TV, radio, cinema, newspaper, magazines, outdoor
Each channel has its own method of scheduling and buying
So media planning is conducted by channel in relation
to these factors and budget allocated accordingly
Channel planning…
Emerged in the 1980’s
…primarily as a response to the growth and
fragmentation of media choice
Focused on consumer rather than media…
Adopts a holistic approach to ensure there a
re
multiple ‘touchpoints’ with the brand
…but you really need to understand the beh
aviour of the target
audience
Integrated planning…
Emerged in the 1990’s
Focuses on the right content, for the right channels linked to
a consistent branded approach with no duplication
Being more effective with a limited budget
There is more of a long-‐term strategic focus here as opposed to
a short-‐term campaign
Communications planning…
Focus since the millennium
More focused on the conversation between
brands and consumers
It’s about consumer engagement with the b
rand via the most effective media
Media neutral planning…
Media-‐free focus… a more open planning
approach
A relatively recent evolution in media planning
The ‘big idea’ comes Wirst and the media Wit around it…
traditional and non-‐traditional
At Wirst the focus was more on digital media but actually
…
…it needs to be integrated
Integration…
The IPA commissioned research into how campaigns use integration…
No integration… either one channel focus or an uncontrolled merging
Participation-‐led… focuses on dialogue, experience and conversation
Advertising-‐led… integration via a common creative platform
Brand idea-‐led… uniWied by a shared brand concept and/or message
Cox, 2011
For next week’s seminar
Go to the module’s X-‐Stream site and the SEMINAR folder
Read the articles uploaded there…
Answer the questions on the related worksheet
Bring your completed worksheet to the tuto
rial
References and reading
Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing.
Kate Cox and Denise Turner, (September 2011) New models of integration: Plugging the advertising effectiveness gap. Warc Exclusive, Advertising Research.
De Pelsmaker, P., Geuens, M. and Van den Bergh, J. (2006) Marketing Communications: A European Perspective. Harlow: FT Prentice Hall
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford, Oxford University Press.
Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage.
Yeshin, T. (2006). Advertising. London, Thomson
