Download class 19.1

Media Assignments
Hand in and discussion
3-***
Quiz
Chapters 9-10-11
Heavy on Ch. 11
Bring a calculator!
11-2
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Media
 The Aperture Concept
Aperture: when
consumers are most
receptive to a brand
message.
The goal: reach the right
people at the right time
with the right message.
Reach/Frequency Strategies
 Low reach/High frequency
 High reach/Low frequency
 Medium reach/Medium frequency
Reach vs. frequency
 An age-old debate.
 In some schools of thought, one is an effective
frequency level.
 Meet John Philip Jones
The greatest commercial
ever made
11-6
Who am I?
11-7
The Second Greatest
11-8
High frequency or reach?
Page 323
“The goal of media planning is to maximize efficiency”
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Sheehan’s 4th Law
“The goal of media planning is to maximize
efficiency and impact.”
Impact Efficiency = $/Impact
Goal: $/Impact, across time
Scheduling Strategies
 Timing strategies: When to advertise?
 Seasonality, holidays, days of the week, time of day
 Lead time: time between thinking about purchase and
purchasing; also refers to production time to get an ad in
a medium
 Duration: How long?
 Advertisers can’t afford to cover the entire year
 If the period is too short, the message may not have
sufficient impact
 If the period is too long, the ads may suffer from wearout
 Continuity: How often?
 How advertising is spread out over the length of the
campaign
 Continuous strategy spreads ads evenly over campaign
period
Scheduling Strategies
 Flighting strategy
 Alternating periods of intense advertising activity
(bursts) and no advertising (hiatus).
 Pulsing strategy
 Advertising is intensified (peaks) before an aperture
and reduced to lower levels (valleys) until the aperture
reopens; bursts of activity.
Where to spend your money.
Geography
 CDI: Category Development Index
% of sales/% of population
 BDI: Brand Development Index:
% of brand sales/% of population
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IF…
 There is a CDI of 122 and you have a BDI of 87, what
does it mean?
 There is a CDI of 95, and you have a BDI of 116, what
does it mean?
 Should you spend more money (“heavy up”) in high or
low BDI markets?
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Some Final Thoughts
on Media
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If more people are turning out
commercials, what can be
done about it?
What are some strategies?
Back to the Future
The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
8-19
 Bewitched Chevrolet
 Bewitched Quaker
8-20
Content Wraps
Product Placement
8-22
Product Placement vs.
Product Payment
8-23
Media Industry Trends
 Engagement guarantees
 The captivating quality of media
to grab and hold attention.
 Brand Touch Points
 Merchandising and co-op.
Video Snippet
Hasbro sends one cohesive
message through several
media to drive sales.
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Branded Content-Absolut
8-25
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The Central Role of Media
Research
11-33
Functions of a Media Buyer
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Creative Execution
Assignment and Rubric
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Media Planning Trends
 Unbundling Media Planning and Buying
 Agencies media departments have become separate,
independent profit centers and can work for the agencies’
competition, and compete with agencies for the planning
function.
 Online Media Buying
 Goggle's Adwords and eBay’s Media Marketplace are selling
Internet advertising online.
 Zimmerman (advertising agency) sells advertising online for a
number of media including print, radio, direct mail, in-store ads,
and the Internet.
 New Forms of Media Research
 Online media research (hits and clicks) don’t measure impact.
 Traditional media monitoring systems don’t address new ways
media is used and systems like TiVo and interactive TV.
 Most media research measures independent media, not the
effectiveness of combined media.
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