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Media
When we think of “media”, we think of:
Message Transmitted To A Large
Number of People At The Same Time
Types of Media used in
Advertising
Traditional or Mass Media
Niche Media
Non-Conventional Media
Media Goals
• Inform the public
• Monitor what’s happening around us
Media Outlets
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Press
Radio
Television
Internet
Posters
Mobiles
These are still traditionally
categorized, from the media
buyer's viewpoint, on the basis
of class. Few types of press
medias are:
•National newspapers
•Regional newspapers
•Magazines
This is normally the most
expensive medium. It offers
by far the widest coverage,
particularly at peak hours
(roughly 7.00--10.30 p.m.)
and especially of family
audiences. it has the greatest
impact because of offering
sight, sound, movement and
colours.
This industry is also
known as Out of Home
Media. However, this
category is not limited to
posters and billboards. It
may involve the use of
media space in airports,
malls, convenience stores,
etc.
It
typically
generates
specific
audiences
at
different times of the day;
for example, adults at
breakfast,
housewives
thereafter, and motorists
during rush hours. It can be
a very cost-effective way of
reaching these audiences
although the types of
message conveyed will be
limited by the lack of any
visual elements.
Although
the
personal
mobile phone is becoming
very
attractive
as
an
important advertising media
to the network operators, it
is relatively unproven and
therefore still remains in the
media buyers' sidelines.
Although the numbers in the
national audience are now
small, this may be the most
effective
medium
for
extending coverage to the
younger age groups, since
the core audience is aged
15-24.
This is a rapidly growing
force in marketing. It is very
varied in form, but much of
it still follows the example
of press advertising, but the
most effective usage .
Working with the Media
Each medium has specific
expectations:
• Television - access to the “action visual”
• Radio - immediate audio or an interview
• Newspaper reporters - more detail
background information
and
Audience Research
Audience Research
Think logically
logically
Think
Finding out exactly the audience for a magazine or
newspaper, or who watches at a given time on
television, is a specialized form of market research,
which is often conducted on behalf of the media
owners.
Once you have done some initial research, all you
have to do is think logically about the four main
points:
1. How much money do I have to spend?
2. Which media will reach my target audience ?
3. What is the main focus and objective of this
campaign ?
4. What kind of message do I want to give out ?
MARKET ANALYSIS
ESTABLISHING MEDIA OBJECTIVES
DEVELOPING AND IMPLEMENTING
MEDIA STRATEGIES
EVALUATIO N AND FOLLOW -UP
MEDIA
ADVANTAGES
DISADVANTAGES
TELEVISION
•MASS COVERAGE
•ATTENTION
GETTING
•IMPACT OF
SIGHT,SOUND AND
MOTION
•HIGH PRESTIGE
•LOW SELECTVITY
•HIGH ABSOLUTE
COST
•HIGH PRODUCTION
COST
RADIO
•LOCAL COVERAGE
•LOW COST
•HIGH FREQUENCY
•FLEXIBLE
•LOW PRODUCTION
COSTS
•AUDIO ONLY
•FLEETING MESSAGE
•LOW ATTENTION
GETTING
MEDIA
ADVANTAGES
DISADVANTAGES
NEWSPAPER
•HIGH COVERAGE
•LOW COST
•READER CONTROLS
EXPOSURE
•SHORT LIFE
•SELECTIVE READER
EXPOSURE
•LOW ATTENTION
GETTING
CAPABILITIES
DIRECT MAIL
•NOT RESTRICTED
TO SMALL
COMPANIES
•ABILITY TO
SEGMENT THE
MARKET
•HIGH INFORMATION
CONTENT
•POOR IMAGE(JUNK
MAIL)
•HIGH
COST/CONTACT
Media works as platform for making
information reach to the masses and in
developing a direct and emotional bond
between the service provider and the user .It
helps in making people as consumers
informative and knowledgeable about the
diversity in product availability or in making
them the right choosers. But what is important
is to regulate and to have proper checks on the
right usage of media in promoting the filtered
and the authentic information so as the right
purpose of media in making people aware and
judicious
can
be
achieved.
Major Factors
in Creating and Building
a Media Plan
Two basic processes:
1.
2.
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Planning media strategy,
including the
specific types of consumers/audiences the
messages will be directed to.
Selecting and Buying media vehicles.
Media planning is both an art and a science.
An essential part of the advertising business.
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Where should we advertise?
Which media vehicles?
When during the year?
Should we concentrate our advertising?
How often should it run?
What opportunities are there to integrate our
media planning with other Promotion or
Communication tools?
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Planners direct the messages to the
right
people at the right time in the
right
environments.
TV: Networks, syndication, local,
cable,
satellite.
National, Regional and Local issues
Non traditional: In flights, parking meters,
blimps, shopping carts, milk cartons,
litter
cans, taxis, sponsorships.
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Increasing media choices and options
Audience fragmentation
Costs and rate hikes
Multimedia, and interactive
Diverse audiences
And more
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Broadcast TV
Cable TV (Limited)
Movies/Cinema Adv.
AM/FM radio
Reel to Reel tape
Telephone
Postal Mail
Newspapers
Magazines (9K)
Books
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1966: 24 hours a day
2006: 24 hours a day
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Broadcast TV, Cable TV,
Pay TV, VOD
Satellite TV and Radio
Movies/Cinema Adv.
AM/FM radio
Telephone and Mobile
phone
Postal Mail
Newspapers, Magazines
(17K titles)
CD, cassette, MP3, VCR,
DVD, PVR
Internet and web, including
email, web browsing, PC
gaming, Music
downloading, P2P
PDA’s, Pagers, Console and
Game Devices
Major Factors:
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1. Target Market. Whom are you going to
sell to?
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Demographic, geographic and psychographics
characteristics
2. Where is product or service distributed?
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Local, regional, national or selected markets
Remember BDI and CDI’s
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3. What is Budget?
Percentage of sales
 Share of market and Share of Voice
 Objective and Task
 Unit of Sales and Case Rate
 Competition
 Test Market
 Experimental
 Computer modeling
 Affordable and Available Funds
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4. What is Competition Doing?
Budgets
 Which Media?
 Which Schedules?
 And more
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5. Nature of Message?
Electronic/Broadcast
 Print
 Color/B&W
 Demonstration
 Simple Statements
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6.
Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)
Reach (Cume)
 The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least once
during the average week for a reported time
period. During the course of the schedule
illustrated, seven different households were
exposed to the spot at least once. Since each
home represents 10 % of the universe, this
makes the reach or cume 70%.
Frequency
 Average number of times a household or a
person viewed a given television program,
station or commercial during a specific time
period.
Continuity/Continuous Schedule
 Advertising runs steadily and varies little.
Compare with:
 Flighting and Pulsing with scheduling
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Rating (RTG or %):
The estimate of the size of a television audience
relative to the total universe, expressed as a
percentage. The estimated percent of all TV
households or persons tuned to a specific
station. In the example, three of the 10 homes
in the universe are tuned to channel 2. That
translates to a 30 rating.
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RATING = households tuned in to a given program
all households with television
SHARE =
households tuned in to a given program
all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use watching
a particular program)
Here's an example: Your show is aired in a market that has 1
million television househo2lds; 400,000 are tuned in to you.
Therefore:
400,000
1,000,000 =
.40, or a rating of 40
At the time your show airs, however, there are only 800,000 households
using television. Therefore, your share of the available audience is
Share =
400,000
800,000
= .50, or a rating of 50
If you can explain why a specific program's share is always higher
than its rating, then you understand the difference between the
two.
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7. Media Mix
Combination of different media, and
 Which Media?
 Which Schedules?
 And more
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size of ads
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8. Seasonality and Length of Schedule?
Hot tea vs. Cold tea?
 Snow blowers, toothpaste, coffee.
 Morning Drive and Evening Drive
 Flighting
 Pulsing
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9. Tie-ins with Merchandising
and Sales Force?
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Coupons, Contests, Trade Deals, Sales Calls,
Displays, Budgets.
Which Media?
Events
 Super Bowl
 Academy Awards
 Sports
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Which Schedules?
And more
Where?
56.9% of media exposure took
place in the home, but 21.1% took
place at work, 8.3% in the car and
13.7% in other locations.
Messages
Promotion
4P’s
and
7P’s
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11. Cost Efficiencies
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Which Media?
Which Schedules?
Which Vehicles?
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Advertising is an investment in future sales.
It’s greatest powers are in
short-term
promotions and its cumulative long-range
effects.
And more
Media Strategy:
Evolves from the advertising strategy.
Consists of:
1. Selecting target audience;
2. Specifying media objectives;
3. Selecting media categories and vehicles; and
4. Buying media
Information used in segmenting target audiences for
media strategy purposes:
1.
Buyographics
2. Geographics
3. Demographics
4. Lifestyle/psychographics
1. What proportion of the population should be reached
with advertising message during specified period (reach)
2. How frequently should audience be exposed to message
during this period (frequency)
3. How much total advertising is needed to accomplish
reach and frequency objectives (weight)
4. How should the advertising budget be allocated over
time (continuity)
5. How close to the time of purchase should the target
audience be exposed to the advertising message
(recency)
6. What is the most economically justifiable way to
accomplish objectives (cost)
The percentage of the target audience that is exposed, at
least once, within a time frame to the vehicles in which the
ads are placed
The time frame most commonly used is a four-week period
Reach represents the percentage of target customers who
have an opportunity to see the advertisers message.
Other terms used by Media Planners to describe reach:
1+ (read “one-plus”)
net coverage
unduplicated audience
cumulative audience ( or “cume”)
1. More prospective customers are reached by a media
schedule using multiple media rather than a single
medium
2. Another influencing factor is the number and diversity of
media vehicles used
3. Reach can be increased by diversifying the day parts
used to advertise
The number of times, on average, during a media-planning
period that members of the target audience are exposed to
media vehicles that carry the brand’s ad
Actually represents the media schedule’s average frequency
Market Factors Affecting Frequency
Market Factors
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Brand History
Brand Share
Brand Loyalty
Purchase Cycle
Usage Cycle
Share of Voice
Type
Frequency
New
High
High
Short
Short
High
High
Low
Low
High
High
High
Message Factors Affecting Frequency
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Message Factors
Type
Message Complexity
Message Uniqueness
Newness
Image Factors
Message variation
Simple
Unique
New
Image
Little
Frequency
Low
Low
High
High
Low
Media Factors Affecting Frequency
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Media Factors
Type
Clutter
Editorial Nature
Attentiveness
Scheduling
Number of Media
Low
Consistent
High
Continuous
a Lot
Frequency
High
Low
Low
Low
Low
How much advertising volume is required to accomplish
advertising objectives
How much advertising volume is required to
accomplish advertising objectives
Three weight metrics:
Three weight
•Gross
ratings metrics:
•Target
ratings
•Gross ratings
•Effective
ratings
•Target ratings
•Effective ratings
Gross Rating Points (GRPs)
The gross rate that a particular advertising schedule has
delivered
GRPs = Reach (R) x Frequency (F)
Determining GRPs in Practice
GRPs are ascertained by simply summing the ratings
obtained from individual vehicles included in a prospective
media schedule
Target Rating Points (TRPs)
Adjust a vehicle’s rating to reflect just those individuals who
match the advertiser’s target audience
Effective Rating Points (ERPs)
Effective reach
Effective frequency
1. Estimate the exposure utility for each level of vehicle
exposure, or OTS, that a schedule would produce
2. Estimate the exposure distribution from the various
media schedules that are under consideration
3. Estimate the value of each OTS level and then the total
value across all OTS levels
4. Develop an index of exposure efficiency
Media Edge alternative media plan:
1. Buying advertising time on all network programs aired at
the same time on Tuesday night
2. Securing time on all network programs aired at the same
time on a Sunday night
3. Purchasing a final single spot from the Fox network’s
Saturday night programming
People react negatively to ads placed on programs contained
in the alternative media buy
They react positively to ads placed on the Super Bowl, those
ads themselves are an event
How advertising is allocated during the course of an ad
campaign
• Continuous
• Pulsing
• Flighting
An equal or relatively equal amount of advertising dollars is
invested throughout the campaign
Some advertising is used throughout the campaign but the
amount varies from period to period
The advertiser varies expenditures throughout the
campaign and allocates zero expenditure on some months
1. Consumers’ first exposure to an advertisement for a
brand is the most powerful
2. Advertising’s primary role is to influence brand choice
and it does influence choice for the subset of
consumers who are in the market for the product
category at the time a brand in that category advertises
3. Achieving a high level of weekly reach for a brand
should be emphasized over acquiring heavy frequency
Media Strategy and Planning for
Advertising and IBP
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Starting to study the “placement”
phase of advertising and IBP
Focus is on using media and IBP
tools that “reach” the target
audience.
Even a great message will be
ineffective if it does not reach the
proper audience
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The 2008 SuperBowl attracted 2.5X as
many viewers as the 1967 SuperBowl
but cost 10X as much.
Advertisers are looking to more and
different media to effectively reach
target audiences.
While “new’ media get a lot of attention,
“old” media still attract a lot dollars.
New media are merging with old.
1.
Agency Compensation
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2.
More Media
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3.
15 percent commission is gone
Most clients now pay on a fee-for-service basis
Ad creation and placement not at same agency
Traditional media lines are blurred
Firms push “news” stories into media
Movies can be promotional vehicles
Going Public
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Agencies are “leaner” now that they are public firms
Agencies are looking for ways to turn short term
PPT 14-77
profits
4. Greater Accountability: ROI
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Trust use to be basis for relationship—now ROI.
Other forms of media produce more measurable
results than mass media so more IBP tools are
being demanded.
5. Globalization
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Today media exist in a transnational space—
CNN
Search engines do not recognize national
boundaries.
Lack of standardized measurement makes
pricing complex.
5. Free Content
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Internet information has consumers used to free content.
Why buy a magazine full of ads for $4.50?
Nontraditional media, which consumers enjoy, are attracting
more dollars.
6. Consumer Generated Content (CGC)
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Consumers are creating “brand material” even ads on the
Internet.
Ads cost marketer or agency nothing but may be way off
target.
7. Consumer in Charge
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E-commerce has revolutionized the way consumers consume.
Marketer not solely in charge of brand.
Consumer access to more info=more power in the channel.
Consumers have more power in the transaction due to dealproneness and price/cost transparency.
9. Hyper-Clutter and Ad Avoidance
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Worse than ever on TV and in magazines
Consumers choosing no-ad channels/satellite
radio
Ad blocker filters are improving on Web
People are more willing to pay to avoid ads
10. Multicultural Media
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Ethnic media on rise with ethnic population
growth
Hispanic/Latin/Latino market growing the
fastest
Asian market next fastest growing
PPT 14-80
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Poor message placement undermines even a great
message
Above-the-line (measured media)
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Below-the-line (unmeasured media/IBP tools)
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TV, radio, magazines, newspaper, outdoor, etc.
Internet search, shelf placement, coupons, events, instore promotions, etc.
Key distinction—IBP is not a “media” placement
but is coordinated with media placements
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Media Plan
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Media Class
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Broad category of media, such as TV, radio, or
newspapers
Media Vehicle
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Specifies media in which advertising message
will be placed to reach a desired audience
Specific option within a class, i.e., Vogue
Media Mix
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Blend of different media to reach target
audience
Media Strategies
a. Reach the target audience
b. Geographic scope of placement
c. Message weight
More Media Strategies
d. Reach and frequency
e. Continuity
f. Audience duplication
g. Length / size of advertisements
h. Media context
Media Choice
i. Media efficiency (CPM, CPRP)
Target Audience
Reach the target audience
 Demographic, geographic, lifestyle / attitude define
choices
 Single-source tracking services help identify effect
of placements
Geographic scope of media placement
 Geo-targeting of regions of high-purchase density
 Reach and frequency decisions
 Effective reach and effective frequency determination
 Message weight
 Gross impression calculation for impact
– Between vehicle duplication
– With-in vehicle duplication
Continuity:
 Continuous scheduling
 Flighting
 Pulsing
 “Forgetting” function
Media Context:
 Editorial climate/tone of
media vehicle
Length or Size of Ads:
 Creative requirements
 “Square root” law
 Media budget
 Competitive environment—
may want to match size and
length of key competitors
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Assessment of how competitors are spending in
media
“Share of Voice” is measure of one advertiser’s
expenditures vs. others
Important when competitors are all focused on one
narrow segment (i.e. heavy user product categories)
CPM =
cost of media buy
total audience
X 1000
CPM-TM =
cost of media buy
targeted audience
X 1000
CPRP =
$$$ for a program placement
program rating
 Internet Media
– Internet media are “Pull” media
– Traditional media are “Push” media
– Paid search is most potent tool
 Interactive Media
– Overused and ill-defined term
– Includes kiosks to blogs to podcasts to Internet
shopping sites
– Growing rapidly
– Consumers seek ads/brand contact
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Madison and Vine Media
–
–
–
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Merging of entertainment and advertising
Also referred to as branded entertainment
Began as TV and film brand placements
Social Networking
–
–
Revolutionized mediated communication
Provide “triadic” communications
 Data Quality
– Cultural hang-up on numbers
– Media exposure is not a good measure of ad
impact
– Firms are seeking alternatives to Nielsen
 Ads for Advertisers
– Media firms use ads to attract advertisers
 The Media Lunch
– Media is more than a numbers industry
– Personal relationships are still pursued
 Computer Media-Planning Models
– Major firms offer data bases
– Data is not standardized across media
– Allows for wide range of possible buys
 Making the buy
– Securing electronic and print media space
– Agency of Record purchases space
– Each spring the “upfront” media buys occur
when fall broadcast programming is
announced
– Some firms use a Media Buying Service
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There are just some things you can’t accomplish
without traditional mass media ads.
The Super Bowl or Olympics deliver a truly mass
audience.
Brand building still needs traditional ads . . . at least for
a while longer.
Throwing around “new media” planning buzzwords
doesn’t work.