Media Strategy Professor Close and Professor Dudo IBP
Media Strategy • Professor Close and Professor Dudo
IBP PROCESS Anthony Dudo © Situation Analysis Measurable Objectives Budget Creative Strategy Media Strategy
TAKE HOME MESSAGE Anthony Dudo © Even the best messages will be useless if they don’t reach the target audience
SET A MEDIA OBJECTIVE “To reach 60% of males aged 25 -35 that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of a new product. ” Anthony Dudo © Address the psychographic and demographic target market and find the media that matches the market best given your budget
MEDIA PLANNING Anthony Dudo © Specifies media in which advertising message will be Media Plan placed to reach desired audience(s). A single form of Media Class communication (TV, radio). Media Vehicle Specific option within a class (Nat Geo mag). Media Mix Blend of different media to reach target audience.
MEDIA PLANNING Many choices to allocate among: TV Magazine Radio Newspaper Outdoor Anthony Dudo © Etc.
MEDIA PLANNING Above-theline: Traditional measured media (TV, radio, NPs, etc. ) Anthony Dudo © Below-the-line: Unmeasured media/IBP tools (more efficient)
CHANGES IN MEDIA PLANNING More media: Traditional media lines are blurred Anthony Dudo © Firms push “news” stories into media Movies/videos can be promotional vehicles Social media offer new (cheap) opportunities
CHANGES IN MEDIA PLANNING Globalization: Media now exists in transnational space Search engines don’t care about geography Anthony Dudo © Free content: Consumers now used to free content Nontraditional media are attracting more $
CHANGES IN MEDIA PLANNING Anthony Dudo © Consumer in charge: Marketers no solely in charge of brand; consumers have more power Clutter & ad Consumers choosing no-ad channels avoidance: (e. g. , radio) and have new tools (e. g. , DVR) People will to pay to avoid ads
THE OVERALL MEDIA PLAN Anthony Dudo © SETTING MEDIA OBJECTIVES ID target audience Geographic Mkt Timing & Continuity Media fit Size & length MEDIA SELECTION PROCEDURES Reach Frequency GRP, CPM…
SETTING MEDIA OBJECTIVES 1. Identify target audience: Must find similarities between the target market and media audience Not easy! … apples & oranges problem Anthony Dudo © “Oops!” potential
SETTING MEDIA OBJECTIVES Anthony Dudo © Kids love me!
SETTING MEDIA OBJECTIVES 2. Select geograph icmarket: Demand varies; sales are seldom consistent everywhere Means that ADV must vary according to geographic locations Anthony Dudo © Geo-targeting
SETTING MEDIA OBJECTIVES TIMING & CONTINUITY STRATEGIES Anthony Dudo © Spread ADV continuously Continuous and evenly over the length of the campaign Pulsing Intensify ADV before an open aperture then reduce ADV until the next open aperture Flighting Alternating periods of intense ADV and periods of no ADV
SETTING MEDIA OBJECTIVES Flightin g $ Spent Pulsing Anthony Dudo © Campaign time
SETTING MEDIA OBJECTIVES Chosen media must be compatible with the advertising strategy 4. Media fit: Chose media must reflect positively on the brand – the tone must be appropriate Anthony Dudo © The source itself can have an effect
Anthony Dudo © SETTING MEDIA OBJECTIVES
SETTING MEDIA OBJECTIVES Must determine the appropriate size (static) or length (broadcast) of the ad Anthony Dudo © 5. Size & length: Research is inconclusive Choose size & length based on objectives Ex) awareness = short spot knowledge = long spot
MEDIA SELECTION STRATEGIES Anthony Dudo © When selecting the specific ADV media: Reach – the # of different people exposed to the message Frequency – the degree of exposure repetition Must determine the efficiency of different media vehicles
MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES FOR SELECTING MEDIA Impression – one person’s opportunity to be exposed to an ad Anthony Dudo © Gross Impressio ns: Impressions are a measure of the size of the audience for one media or a combo of media vehicles Gross impressions are the sum of the audiences of all media vehicles during a certain span of time
MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES OF EFFICIENCY Media Vehicle Target Impressio ns Total Number of Target Ads Impressio ns David Letterman Show 500, 000 4 2, 000 3 3, 000 Anthony Dudo © The Colbert 1, 000 Report Gross Impression 5 Million
MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES FOR SELECTING MEDIA AKA – cost per thousand (CPM) Anthony Dudo © Efficiency: Unlike impressions, CPM is focused on cost Given cost constraints, media is selected that will expose the largest target audience for the lowest price
MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES FOR SELECTING MEDIA AKA – cost per thousand (CPM) Anthony Dudo © Efficiency: Unlike impressions, CPM is focused on cost Given cost constraints, media is selected that will expose the largest target audience for the lowest price
MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES FOR SELECTING MEDIA CPM = Cost of media buy Anthony Dudo © Total target audience X 1000
MEDIA SELECTION STRATEGIES SOME STANDARD MEASURES FOR SELECTING MEDIA Magazine example: An issue of Real Simple has 2 M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15 K. $15, 000 CPM = X 1000 Anthony Dudo © 2, 000 $7. 50
THE LAY OF THE LAND
THE LAY OF THE LAND
MEDIA PLANNING: SOCIAL MEDIA Social Networking: New paradigm in media planning Anthony Dudo © Marketer (brand) to consumer, then consumer to consumer Marketers can use social media at a fraction of the cost of traditional media Social media used to create “buzz” or “viral” effect
IN DEFENSE OF TRADITIONAL ADVERTISING There are some things you just can’t accomplish without traditional mass media advertising Anthony Dudo © The Super Bowl and Olympics deliver a truly MASS audience Brand building still needs traditional ads … for now
MAIN PURPOSE OF THE MEDIA PLAN Anthony Dudo © To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the advertising campaign
HEALTHY DOG GOURMET Guidance : • Don’t be constrained by the client’s media plan (i. e. , your client is not always right- why are they hiring you? ) Anthony Dudo © • Don’t get hung up on efficiency
STEVE JOBS’ LEGACY PR group / ADV group What was it about Steve’s ADV and MKT that made him (Apple) such an influence on marketers? What was novel about Steve’s approach? Anthony Dudo © What was Steve’s #1 contribution to marketing? What can we learn from Steve’s successes? What can we learn?
- Slides: 33