Media Strategy Professor Close and Professor Dudo.
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Transcript of Media Strategy Professor Close and Professor Dudo.
Media Strategy
• Professor Close and Professor Dudo
Anth
ony
Dud
o ©
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
ent
Campaign time
$ Sp
ent
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?