moriarty8e_media_11__Media Planning and Buying

MediaPlanningandBuying,AdvertisingPrinciplesandPractices,11-2,QuestionsWellAnswer,Whatismediaaperture,andwhyisitimportant?Howdomediaplannerscalculatemediaobjectives?Whatarethekeymediastrategydecisions?Whataretheresponsibilitiesofmediabuyers?,AudiReachesElusiveAudience,AudineededtolaunchitsnewluxuryA3hatchbackonacomparativelyreducedbudget.TheyusedaWeb-basedalternativerealitygametoreachtheskeptical,affluent24-to30-year-oldmales.Avarietyofmediadrovetraffic,createdbuzz,andengagedtheaudience.,11-3,VisittheSite,PrenticeHall,2009,11-4,TheMediaPlanningSideofAdvertising,Advertisingbudgetsareshiftingawayfromtraditionalmedia(newspapers,TV,radio)toonlineandalternativemedia.Mediaplanningandbuyinghavebecomemorecreativeduetomediafragmentationandtheexplosionofnewmedia.Mediaisusedinadvertising,publicrelations,salespromotionandintegratedmarketingcommunications(IMC).,11-5,KeyPlayers,Traditionally,advertisingagenciesdevelopmediaplans.Lately,mediabuyingcompanieshaveassumedplanningroles.Agencieshavespunoffmediafunctionasseparatecompanies.Somemediaplanningisdonebycompaniesin-house.Specialized“newmedia”agencieshaveemerged.,11-6,MediaResearch:InformationServices,ClientInformationAboutcustomers,pastefforts,sales,budgetMarketResearchAboutmarketsandproductcategories;suppliedbycompaniesMRI,Scarborough,MendelsohnCompetitiveAdvertisingShareofvoiceisapercentageoftotaladvertisingspendingbyonebrandinaproductcategory.MediaUsageProfilesThesizeandmakeupofvariousmediaaudiencesSuppliedbycompaniesNielsen,Arbitron,ABC,SimmonsMediaCoverageAreaDesignatedmarketingarea(DMA)isusedinTVmediaConsumerInformationUsedtolocatetargetaudienceswithinmediamarkets,11-7,TheCentralRoleofMediaResearch,11-8,MediaPlan:awrittendocumentsummarizingtheobjectivesandstrategiespertinentforplacingacompanysbrandmessages.Goal:findingthemostefficientandeffectivewaystodelivermessagestoatargetedaudience.,Replace,TheMediaPlan,11-9,TargetAudienceandMediaUseMatchtheadvertiserstargetwithaparticularmediumsaudience.TheApertureConceptAperture:whenconsumersaremostreceptivetoabrandmessage.Thegoalistoreachtherightpeopleattherighttimewiththerightmessage.,Principle:Advertisingismosteffectivewhenitreachestherightpeopleattherighttimeandplacewiththerightmessage.,KeyMediaPlanningDecisions,11-10,MeasuredMediaObjectivesGoal:toachievethebestmediamixtomaximizereachandfrequencyandgeneratethegreatestimpactforthemoneyspent.Reach:percentofdifferentpeopleexposedtothemessage.Frequency:thenumberoftimesexposureisexpected.Effectivefrequency:combinesreachandfrequency;addfrequencytoreachuntilthelevelatwhichpeoplerespond.Mediaefficiencyandwaste:excessiveoverlaportoomuchfrequency.,Principle:Reachisthefirstplacetostartinsettingobjectivesforamediaplan.,KeyMediaPlanningDecisions,11-11,MediaMixSelectionMultiplyingMediaStrengthsMediachosenbasedonplanobjectivesandmediastrengthsGRPsandTRPsCrossMediaIntegrationVariousmediaworktogethertocreatecoherentbrandcommunication;synergybetweendifferentmediamessagesImagetransferhowradioreinforcesTVmessages,KeyMediaPlanningDecisions,11-12,CalculatingGRPs,GRPs(GrossRatingPoints)arefoundbymultiplyingeachmediavehiclesratingbythenumberofinsertions,thenaddingupthetotalofallthevehicles.,11-13,CalculatingTRPs,TRPs(TargetedRatingPoints)adjuststheGRPcalculationsoitmoreaccuratelyreflectsthepercentageofthetargetaudiencewatchingtheprogram,thusreducingwastecoverage.,11-14,MediaStrategyThewaymediaplannersdeterminethemostcosteffectivemediamixtoreachthetargetaudienceandsatisfythemediaobjectives.Includesdecisionsfocusingonwho(targetaudience),what(themediaused),when(timeframe),howlong(duration),andhowbig(size).,MediaStrategyToolsandTechniques,11-15,PlansmayemphasizereachorfrequencyHighreachstrategyUsedtodeliverremindersforwell-knownproductsUsedtolaunchanew,easy-to-understandproductLowfrequencystrategyUsedwithwell-knownbrandsandsimplemessagesHighfrequencystrategyUsedwithmorecomplexproductsthatrequirerepetitionUsedtobuildexcitementaboutanewproductoreventUsedtocountercompetitionorbuildshareofvoice,DeliveringonObjectives,Principle:Thetighterthefocusonatargetmarket,theeasieritistofindappropriatemediatodeliverarelevantmessage.,11-16,MediaUseThegoalistomatchconsumerinsightswithmediainformation.GeographicalStrategiesHeavyupinDMAswheretheproductisavailableorprojectedsalesarehigher.Categorydevelopmentindex(CDI)determinesratesofconsumptionforaproductcategory.Branddevelopmentindex(BDI)isdeterminesthestrengthofthebrandingeographicalareas.,DeliveringontheTargetingStrategy,Principle:TheCDItellsyouwherethecategoryisstrongandweak,andtheBDItellsyouwhereyourbrandisstrongandweak.,11-17,MediaWeightingHowmuchtobudgetineachDMAorregionandforeachtargetgroup.Usedwithseasonality,geography,audiencesegments,orlevelofbranddevelopmentbyDMA.Size,Length,andPositionBasedonadvertisingobjectives.Atechnical/informationaladmayrequiremoretimeorspacewhileareminderaddwillrequireless.MediaOptimizationModelingAcomputertechniquethatenablesmarketerstodeterminetherelativeimpactofamediamixonproductsalesandoptimizeefficiency.,DeliveringontheMediaMixStrategy,11-18,Timingstrategies:Whentoadvertise?Seasonality,holidays,daysoftheweek,timeofdayLeadtime:timebetweenthinkingaboutpurchaseandpurchasing;alsoreferstoproductiontimetogetanadinamediumDuration:Howlong?AdvertiserscantaffordtocovertheentireyearIftheperiodistooshort,themessagemaynothavesufficientimpactIftheperiodistoolong,theadsmaysufferfromwearoutContinuity:Howoften?HowadvertisingisspreadoutoverthelengthofthecampaignContinuousstrategyspreadsadsevenlyovercampaignperiod,SchedulingStrategies,11-19,SchedulingStrategies,FlightingstrategyAlternatingperiodsofintenseadvertisingactivity(bursts)andnoadvertising(hiatus).PulsingstrategyAdvertisingisintensified(peaks)beforeanapertureandreducedtolowerlevels(valleys)untiltheaperturereopens;burstsofactivity.,11-20,CostEfficiency:CPMsandCPPs,UsedtomeasureatargetaudiencessizeagainstthecostofreachingthataudienceTCPM(TargetCPM)andTCPP(TargetCPM)canbefiguredusingthepercentageofviewersorreadersinthetargetaudience,11-21,ThesizeofthebudgetgreatlyaffectsmediadecisionsLocalvs.nationalTVvs.radioAttheendoftheplanningprocess,themediaplannerdevelopsapiechartshowingmediaallocations,TheMediaBudget,11-22,IMCMediaandContactPointPlanning,IMCconsidersallimportantbrandcontactpoints,notjusttraditionalmassmediaandadvertising.S,SampleListofContactPoints,11-23,VisittheSite,PrenticeHall,2009,11-24,Globalmediadonotcurrentlyexist.Advertisersmustdealwithdifferentnetworksanddifferentvehiclesindifferentcountries.Despiteregionallimitations,satellitetelevisiongivesadvertiserstheopportunitytodeliverunifiedmessagesacrosscontinents.NorthAmerican,European,Asian,andLatinAmericancablecompaniesofferinternationalnetworks.,GlobalMediaStrategies,11-25,MajorSectionsofaMediaPlan,ObjectivesStrategicplandevelopment:consumerinsightsKeymediastrategies,11-26,11-27,11-28,Amediaplanisasetofrecommendationsaclientmustapprovebeforefurtheraction.Onceapproved,mediabuyersconvertobjectivesandstrategiesintotactics.ProvideinsideinformationtomediaplannersSelectspecificmediavehiclesNegotiateandcontractfortimeandspaceBargainforpreferredpositionsSecureextrasupport/value-addedmediaservicesMonitormediachoicesduringandafterthecampaignHandlebillingandpaymentEnsuremakegoodsPerformpost-campaignevaluation,MediaBuying,11-29,FunctionsofaMediaBuyer,11-30,UnbundlingMediaPlanningandBuyingAgenciesmediadepartmentshavebecomeseparate,independentprofitcentersandcanworkfortheagenciescompetition,andcompetewithagenciesfortheplanningfunction.OnlineMediaBuyingGogglesAdwordsandeBaysMediaMarketplacearesellingInternetadvertisingonline.Zimmerman(advertisingagency)sellsadvertisingonlineforanumberofmediaincludingprint,radio,directmail,in-storeads,andtheInternet.NewFormsofMediaResearchOnlinemediaresearch(hitsandclicks)dontmeasureimpact.TraditionalmediamonitoringsystemsdontaddressnewwaysmediaisusedandsystemslikeTiVoandinteractiveTV.Mostmediaresearchmeasuresindependentmedia,nottheeffectivenessofcombinedmedia.,MediaPlanningTrends,11-31,GoogleAdWords,VisittheSite,WithGoogleAdWords,youcreateyourownadsandchoosekeywords(wordsorphrasesrelatedtoyourbusiness).WhenpeoplesearchonGoogleusingoneofthosekeywords,youradmayappearnexttothesearchresults.Peoplecanthenclickyouradtomakeapurchaseorlearnmoreaboutyou.,11-32,eBayMediaMarketplace,VisittheSite,Called“ANewApproachtoOfflineAdvertising,”TheeBayMediaMarketplaceoffersadvertisersaplacetomakeplannedbuysinthenationalcableTVmarketandlast-minutebuysonradioinall300topU.S.radiomarkets.,DiscussionQuestions,11-34,DiscussionQuestion1,YouhavejustbegunanewjobasamediaplannerforanewautomobilemodelfromGeneralMotors.Theplanningsequencewillbegininfourmonths,andourmediadirectorasksyouwhatdataandinformationyouneedfromthemediaresearchdepartment.Whatsourcesshouldyourequest?Howwillyouuseeachofthesesourcesintheplanningfunction?,11-35,DiscussionQuestion2,ThemarketingmanagementofMcDonaldsrestaurantshasaskedyoutoanalyzetheapertureopportunityforitsbreakfastentrees.Whatkindofanalysiswouldyoupresenttomanagement?Whatrecommendationscouldyoumakethatwouldexpandtherestaurantsnontraditional,aswellastraditional,mediaopportunities?,11-36,DiscussionQuestion3,Yourclientisamajordistributorofmovies.Itsearlymediaplanformagazineshasbeensettled,andy