Media Strategy

• Professor Close and Professor Dudo

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SituationAnalysis

Measurable Objectives Budget Creative

StrategyMedia

Strategy

IBP PROCESS

TAKE HOME MESSAGEAn

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Even the best messages will be useless if they don’t reach the target audience

SET A MEDIA OBJECTIVEAn

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“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.”

Address the psychographic and demographic target market and find the media that matches the market best given your budget

MEDIA PLANNINGAn

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Media PlanSpecifies media in which advertising message will be placed to reach desired audience(s).

Media Class A single form of communication (TV, radio).

Media Vehicle Specific option within a class (Nat Geo mag).

Media Mix Blend of different media to reach target audience.

MEDIA PLANNINGAn

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Many choices to allocate among:

TV

Magazine

Radio

Newspaper

Outdoor

Etc.

MEDIA PLANNINGAn

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Above-the-line:

Traditional measured media (TV, radio, NPs, etc.)

Unmeasured media/IBP tools (more efficient)

Below-the-line:

CHANGES IN MEDIA PLANNINGAn

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More media:

Traditional media lines are blurred

Firms push “news” stories into media

Movies/videos can be promotional vehicles

Social media offer new (cheap) opportunities

CHANGES IN MEDIA PLANNINGAn

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Globalization:

Media now exists in transnational space

Search engines don’t care about geography

Consumers now used to free content

Nontraditional media are attracting more $

Free content:

CHANGES IN MEDIA PLANNINGAn

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Consumer in charge:

Marketers no solely in charge of brand; consumers have more power

Consumers choosing no-ad channels (e.g., radio) and have new tools (e.g., DVR)

People will to pay to avoid ads

Clutter & ad avoidance:

THE OVERALL MEDIA PLANAn

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SETTING MEDIA OBJECTIVES

ID target audience

Geographic Mkt

Timing & Continuity

Media fit

Size & length

MEDIA SELECTION

PROCEDURESReach

FrequencyGRP, CPM…

SETTING MEDIA OBJECTIVESAn

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Must find similarities between the target market and media audience

Not easy! … apples & oranges problem

“Oops!” potential

1. Identifytarget audience:

SETTING MEDIA OBJECTIVESAn

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Kids love me!

SETTING MEDIA OBJECTIVESAn

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Demand varies; sales are seldom consistent everywhere

Means that ADV must vary according to geographic locations

Geo-targeting

2. Selectgeographicmarket:

SETTING MEDIA OBJECTIVESAn

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TIMING & CONTINUITY STRATEGIES

ContinuousSpread ADV continuously and evenly over the length of the campaign

PulsingIntensify 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 OBJECTIVESAn

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© Campaign time

$ Sp

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Campaign time

$ Sp

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Pulsing Flighting

SETTING MEDIA OBJECTIVESAn

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Chosen media must be compatible with the advertising strategy

Chose media must reflect positively on the brand – the tone must be appropriate

The source itself can have an effect

4. Media fit:

SETTING MEDIA OBJECTIVESAn

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SETTING MEDIA OBJECTIVESAn

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Must determine the appropriate size (static) or length (broadcast) of the ad

Research is inconclusive

Choose size & length based on objectives

Ex) awareness = short spot knowledge = long spot

5. Size & length:

MEDIA SELECTION STRATEGIESAn

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Reach – the # of different people exposed to the message

Frequency – the degree of exposure repetition

Must determine the efficiency of different media vehicles

When selecting the specific ADV media:

MEDIA SELECTION STRATEGIESAn

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Impression – one person’s opportunity to be exposed to an ad

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

Gross Impressions:

SOME STANDARD MEASURES FOR SELECTING MEDIA

MEDIA SELECTION STRATEGIESAn

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SOME STANDARD MEASURES OF EFFICIENCY

Media Vehicle

Target Impressions

Number of Ads

Total Target Impressions

David Letterman Show

500,000 4 2,000,000

The Colbert Report 1,000,000 3 3,000,000

Gross Impressions = 5 Million

MEDIA SELECTION STRATEGIESAn

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AKA – cost per thousand (CPM)

Unlike impressions, CPM is focused on cost

Given cost constraints, media is selected that will expose the largest target audience for the lowest price

Efficiency:

SOME STANDARD MEASURES FOR SELECTING MEDIA

MEDIA SELECTION STRATEGIESAn

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AKA – cost per thousand (CPM)

Unlike impressions, CPM is focused on cost

Given cost constraints, media is selected that will expose the largest target audience for the lowest price

Efficiency:

SOME STANDARD MEASURES FOR SELECTING MEDIA

MEDIA SELECTION STRATEGIESAn

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SOME STANDARD MEASURES FOR SELECTING MEDIA

CPM =Cost of media buy

Total target audienceX 1000

MEDIA SELECTION STRATEGIESAn

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SOME STANDARD MEASURES FOR SELECTING MEDIA

CPM =$15,000

2,000,000X 1000

Magazine example: An issue of Real Simple has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K.

$7.50

THE LAY OF THE LAND

THE LAY OF THE LAND

MEDIA PLANNING: SOCIAL MEDIAAn

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Social Networking:

New paradigm in media planning

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 ADVERTISINGAn

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There are some things you just can’t accomplish without traditional mass media advertising

The Super Bowl and Olympics deliver a truly MASS audience

Brand building still needs traditional ads … for now

MAIN PURPOSE OF THE MEDIA PLANAn

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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 GOURMETAn

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• Don’t be constrained by the client’s media plan (i.e., your client is not always right- why are they hiring you?)

• Don’t get hung up on efficiency

Guidance:

STEVE JOBS’ LEGACYAn

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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?

What was Steve’s #1 contribution to marketing?

What can we learn from Steve’s successes? What can we learn?