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Transcript
Comm 340 Chapter Eight REVISED Media Strategy & Tactical Decisions A Quick Overview of Terms & Concepts Media Planning a process series of decisions to deliver promotional message to target audience. Media Objectives to be achieved Media Strategies – how to get there. Medium which delivery system (TV, radio station, etc.) Media vehicle specific carrier within the delivery system (TV Channel - Global ~ Radio Hits 101) Reach actual # exposed to message Coverage potential # exposed to message Frequency # of X’s exposed to message in a specific time period. The Media Plan A process to maximize communication to the Target Audience through the optimal use of mediums and buys. Problems in Media Planning Lack of Target Info – Incomplete viewing audience data ~ Sweeps & seasonality. Age, Cost & Geographic Limitations of Audience Data. Lack of Standardization – terms & measures different by medium (CPM, CPRP, ETC.) Time Limitations – Yesterday please. Difficult to Measure Effectiveness – other than ‘direct-response’ activity, media is hard to assess in a timely manner. Developing the Media Plan Market Analysis Situational Analysis The Marketing Strategy Plan The Creative Strategy Plan Set Media Objectives Translate Marketing Strategies & Objectives Into Appropriate Media Objectives Develop & Execute the Plan Determine & Develop the Media Strategies Evaluation 1 Situational Analysis Establish / Define The Marketing Problem / Opportunity Internal & External Factors Internal - $’s available, organizational capacity / abilities External – economy, technology, competitive activity The Marketing Strategy Plan The Marketing Strategy Plan Where to Promote? Where in a “geographical” sense Promote where $’s are most effective Tends to be where population density is highest I.E. large urban areas. Info overload for large urban areas / info drought for rural markets. The Creative Strategy Plan What To Say ~ How To Say It Product Usage Benefits Product Positioning Creative copy themes Needed media weights Media Objectives should contribute to the attainment of the established IMF Objectives, which should contribute to the attainment of the Marketing Plan Objectives. Defined in media terms such as: “create brand awareness in the target audience through…:” six months of broadcast media to TA with 80% coverage objective. reach 60% of TA 3 X’s in same period periodic ‘heavy ups’ in media weights. (frequency)” The Media Mix Usually use more than one medium to effect best coverage, reach & frequency. The combination of mediums used and their relative weights to reach the Media Objectives. Combined can generate Creative Theme / Message Synergies. Media Budgets Theoretical Approaches Marginal Analysis –Profit = Gross Margin - Ad Costs Sales Response –Point of diminishing returns. Media Budgets 2 Managerial Approaches Allocated Percent of Sales, Etc. Top-down / bottom-up Objective / Task influenced by: Market Size, Potential, Share Objectives Economies of Scale Absolute Cost – invoiced amount. Relative Cost – does it “do the job”? but that’s only $2/CPM CPM, CPRP, TCPRP, “daily inch rate” Avoid waste coverage IE: don’t spend $’s to advertise to non Target Audiences. To determine relative importance of an area: Brand Development Index = % brand sales ÷ % population Category Development Index = % cat. sales ÷ % population Some Limitations By Product Usage Level Of Market Development Decisions Growth Vs. Maintenance Three Types Prior / during peak Sales Periods Continuity – sustained continuous duration Flighting – periodic / intermittent airing Pulsing – combo – heavy ups with sustaining weights. Reach – Exposing potential buyers to the message to generate awareness. Required levels to effect: awareness attitude change, buying intentions – is purely subjective. Frequency - # of X’s TA is exposed to the media vehicle not necessarily your ad! Media Plans always overstate the actual delivery. Unduplicated & Duplicated Reach seeing the message more than once (frequency - twice) Guess-timating 3 2500 GRP’s ~ 70% probability of high awareness. 1,000 – 2,500 GRP’s ~ 33% probability of high awareness 1,000 GRP’s no awareness at all Determining Effective Reach (3-10 exposures) % of a vehicle’s audience reached at each effective frequency increment 1970’s – consumers exposed to 1,000 ads / day Today – consumers exposed to + 5,000! Reach & Frequency Effects One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline. Reach & Frequency Effects Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important. Nothing we have seen suggests that frequency response principles or generalizations vary by medium. The data strongly suggest that wear out is not a function of too much frequency; it is more of a creative or copy problem. Creative Aspects & Mood A specific creative strategy may require specific mediums and even specific media vehicles. Sensory specific themes 4 Sound / Visuals Smells Media Strategy should have flexibility in Executional Mediums Delivery Vehicles Weights / Flights Compare Media Plan to Objectives Compare Media Plan Objectives to IMC Objectives to Marketing Plan Objectives Market Analysis Information Overload Virtually necessitates Full time dedicated Data Analysts To ensure the effective utilization of resources ($). Was / is it a good match of media types to the Target Market For general reference: See Figure 8-15 (next slide) Computers In Media Planning If you eliminate the role of the Data Analyst through progressive automation, the likelihood for establishing effective performance evaluation becomes correspondingly remote. Study Keyes: Figures: 8-2, 8-15, 8-24 Questions? 5