MEDIA STRATEGY – AN INTRODUCTIONBY AAMIR ABBASI-IOBM

Media Planning

Basic Parameters of a Media PlanReachNumber of target audience individuals exposed to advertising orpromotion in an advertising cycle.

Effective reach - % of target audience reached by the vehicle

FrequencyNumber of exposures per individual target audience member in anadvertising cycle.

Threshold / effective frequency – level of frequency below whichthe person would not have been effectively reached - at least 3exposures

Number of advertising cycles during the year.Over the entire planning period – one year – 3 months – 1 month.

Media Balloon with 3 Ears

• A media plan with fixed budget can bestrategically designed to reach a lot of peoplefew times or a few people a lot of times.• Imagine a 3 ear balloon (Reach, Frequency andNo of advertising cycles in a year) is tied off meansThe budget is fixed, the media planner can notmake one ear bigger with out squeezing theother.

Media Balloon – Trade Off

Media Balloon – Trade Off

• If the media strategy calls for increase in reach, so you scatter budget and advertising exposure to many media types such as TV, Radio, Newspaper, Magazines, Websites, Social Media etc.

• But if the media strategy calls for increased frequency i.e same individual getting more interaction with your ad, you will focus your budget on single outlet. A magazine, Particular program on a TV Channel.

Frequency Vs Reach

It is better to sell some people completely than many people not at all.

When you try to sell it to everyone you end up selling it to none.

Effects of Reach and Frequency1. One exposure of an ad to a target group within a purchase

cycle has little or no effect in most circumstances.

2. Since one exposure is usually ineffective, the central objective of productive media planning should be to enhance frequency rather than reach.

3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.

4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.

Effects of Reach and Frequency

5. Although there are general principles with respect to frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important

6. The data strongly suggest that wearout is not a function of too much frequency. It is more of a creative or copy problem.

Marketing Factors Important toDetermining Frequency

Brand historyBrand ageBrand shareBrand loyaltyPurchase cyclesUsage cycleCompetitive share of voiceTarget group

Creative Factors Important toDetermining Frequency

Message complexity Message uniqueness New vs. continuing campaigns Image versus product sell Message variation

Media Factors Important toDetermining Frequency

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat Exposures

The Trade off between Reach & Frequency

– Reach is more important when gaining awareness for a new product

– Frequency is more important when communicating product details or building Brand Attitude (needs more exposures)

Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Scheduling and Timing Decisions– Media schedule are based on and reflect

• Advertising Objectives –‘high reach’ or ‘shift in attitude’• And how quickly Attitude is likely to decay

– Scheduling strategies detail the media strategy • Flighting – alternating bursts with periods of inactivity

Long purchase cycle products – when wear-in and wear out is slow– high peaks of recall are required

• Pulsing – continuous base level advtg. augmented by intermittent bursts

Frequently purchased products– when decay is fast– continuous levels of high recall are not needed

• Continuous or Even – limited advertising spread out evenly – Frequently purchased services and products – quick decay, high levels of recall are not needed

Developing the Media Plan

Following areas are strongly interlinked:• Situation / Environment Analysis• Marketing Strategy Plan• Advertising Strategy Plan

Media Use Decision— Print

Media Use Decision

— Broadcast

Media Use Decision

— Other Media

Advertising Strategy Plan

Developing the Media Plan

Setting Media Objectives

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Marketing Strategy Plan

Situation Analysis

Target Audience CoveragePopulation excluding target market

Target marketMedia coverageMedia overexposure

CoverageExceeding

Market

PartialMarket

Coverage

FullMarket

Coverage

TargetMarket

Proportion

Media Planning

Lectures 1 & 2.

Why Media Planning

• Mushroom growth in electronic and print media.• 10 years back there was PTV and Radio Pakistan only. Now

there are around 70 TV channels and umpteen radio options.

• Newspapers were Jang, Nawa e waqt, Dawn, Business Recorder and Nation mainly.

• Budgets dwindling but the desire for exposure is going up.• TV Channels and newspapers are very expensive.• TV Channels and newspapers are showing too much

flexibility.• This becomes more tricky for companies which are serving

in small/limited territories.

Why Media Planning

• But the most important point is the change in the profile of the owners of media.

• Now they are owned by business groups who took an entry with either profit making or political muscle mindset.

• This change has changed everything on media scene.

Why Media Planning

• What is more important Media Planning or Creative Execution?

Media Planning Objectives

There are basically two objectives to have a media plan.

• Value for money!• “Top of the mind” positioning.

Advertising Spiral

• The following slide encapsulates the advertising process where media planning has a crucial role to play.

• WHY?

Advertising Process & Media Planning

• It starts from new idea generation OR need identification.• Translation of idea into a brief.

o Target markets identification.o Research data.o Territories identificationo Nature of the message

• Creative designs / mood boards.• Presentation and Approvals.• Media selection.• Placements.• Monitoring• Droppage Reporting.• Recording and archiving.

Qs to be Answered

• Do you know where your business is coming from and where the potential for increased business lies?

• Do you know which markets offer the greatest opportunity?

• Do you need to reach everybody or only a select group of consumers?

• How often is the product used? • How much product loyalty exists? (Which brand

is the most loyal brand in the world?)

Qs to be Answered

• What does the cost benefit analysis say?• What volumes we are planning to sell?• Do you want to reach lots of people in a wide

area (to get the most out of your advertising rupee)? Then mass media, like newspaper and radio, might work for you. (School example).

• If your target market is a select group in a defined geographic area, then direct mail and outdoor media could be your best bet.

Qs to be Answered

• Which schedules work best with different media. For example, the rule of thumb is that a print ad must run three times before it gets noticed.

• Similarly Radio and TV advertising is most effective when run at certain times of the day or around certain programs, depending on what market you're trying to reach.

• During which time of the month there is a sales surge?

Advertising media generally include:

• Television• Radio• Newspapers• Magazines (consumer and trade)• Outdoor billboards• Public transportation• Social media (Facebook, twitter, linkedin, skype etc.)• Direct mail• Giveaway items• Other media (brochures, newsletters and so on)

A Typical Advertising Model

• What is the biggest handicap we advertisers or advertising agencies face?

• People don’t buy newspapers, watch tv, listen to radio and Logon to see our advertisement.

• That attitude changed altered a bit the shape of advertising or you may say it took it to the next step.

• Advertisement programs.

A Typical Advertising Model

Advertising Objectives1. Increasing interest2. Increasing referrals / making way for word of

mouth.3. Image building4. Increasing level of usage5. awareness

A Typical Advertising Model

A. BUYER: Target audience action objectives

B. BRAND: Communication objectives

C. AD(S): Processing objectives

D. MEDIA: Exposure plan

The Target Audience

• So when we are selling, we are selling to that somebody.

• Now “WHO” is that somebody is what all the game is all about.

• Following slide will analyze this aspect in detail and how it would impact our media planning process.

A Typical Advertising Model

A1- Target Audienceo new category users -- who can be induced to try the

product category via our brando brand loyals, who can be induced via new users to

use more of our brand than they use at present. o brand switchers -- who can be induced to switch to

our brand more frequently than they do at present. o other-brand loyals - who can be converted to our

brand from loyalty to another. (Forhans, Dentonic example).

A Typical Advertising Model

Where lies the biggest effort?

A Typical Advertising Model

A2- Decision-Makero Identification of the decision-maker withintarget audience.A3- Personal Profileo Behavioral and attitudinal definition of targetaudience.

A Typical Advertising Model

B. Communication Objectives (Brand)o In order to take action such as purchase of a brand, a target

audience individual must: o have the category need, i.e., be "in the market" for the product

class; o be aware of the brand as an option within the class; o have at least a tentatively favorable brand attitude toward it; o intend to buy it, although this intention may be quite latent or

subconscious until the individual is in the purchase situation; Has that ever happened to you that all of a sudden you developed interest in the product/brand?

o experience no barriers to purchase facilitation, such as distribution unavailability or inability to meet the price or pricing terms. (PEPSI & COCACOLA example)

A Typical Advertising Model

C. Execution Processing (Making an ad)o Emotional Portrayal (sequence of emotions i.e

your mood board)o Message to be communicatedo Use of presenter / Brand Ambassador.

A Typical Advertising Model

D. Exposure (Media)

o Media selectiono Media Scheduling

How are the above two different?

Define and plan out your strategy.

You've identified your target market, you've done your research and you've set your objective. It's now time to define and create a strategy.

Your plan should contain the following:• Where will you buy media? Are there specific

outlets you are interested in?• What is your budget and where can you allocate

that budget, so that you can achieve the objectives you have identified?

Define and plan out your strategy

• How much will you spend with each outlet and why?

• What programming is available?• How long are the breaks?• How do ratings move in a break?

A Typical Advertising Model

• Advertising actually moved on from traditional 30 and 60 second slots to different modes.

• What are they?

Face of Communication in Pakistan

Mainly there are 6 categories ofcommunication agencies in Pakistan:1. Advertising agencies2. PR agencies3. Media buying houses4. Creative houses5. Digital media agencies6. Outdoor media agencies7. Media monitoring agenciesBeing media planners we will be dealing with 1,3,6and 7.