Download class 18.2

3-***
C3 Ratings
 Commercial-to-program retention—any surprises?
 Nick at Nite: 95.69%
 Hallmark Channel: 94.03%
 The Weather Channel: 92.7%
 Cartoon Network: 92.30%
 ESPN: 91.22%
 CBS: 88.12%
Content Wraps

Saatchi, Zenith and Toyota partnered with The CW
Network, D.C. Comics, and Warner-Brothers Studios to
develop a customized experience
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The Core Concepts
 Reach: % of audience exposed at least once.
 Frequency: # of times a person sees it, on
average.
 Effective reach: % of people who’ve seen it 3+
times (or more).
 Frequency distribution: Exactly how many see how
often.
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Who am I?
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8-6
Repeat it, repeat it, repeat it.
 What media concept is Mr. Evans a fan of?
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Because frequency is an
average
 …it can be misleading
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Frequency Distribution
Quintile
Frequency
Top 20%
30
20%
9
20%
8
20%
2
Bottom 20%
1
Frequency Distribution
Quintile
Frequency
Top 20%
30
20%
9
20%
8
20%
2
Bottom 20%
1
Principle
 There will always be some wastage at the top and
bottom. Your job is to minimize it.
GRP’s
 Gross rating points--Weight/Tonnage
 Add all the ratings of all programs
 Easier way: Reach X Frequency
 Plan has a reach of 60%
 Plan has an average frequency of 5
 Total GRP’s=?
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CPM
 Cost X 1000/Audience
 Cost per thousand
 Ad cost=$1,000
 Audience=100,000HH
 CPM=?
Worksheet Practice
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3-***
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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11-19
Some Final Thoughts
on Broadcast
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Back to the Future
The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
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 Bewitched Chevrolet
 Bewitched Quaker
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Product Placement
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Product Placement vs.
Product Payment
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Media Industry Trends
 Engagement
 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
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The Central Role of Media
Research
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Functions of a Media Buyer
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Creative Execution
Assignment and Rubric
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3-***
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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