Media Planning & Buying in the 21st Century

CHAPTER 7

Media impact

Media Planning & Buying in the 21st Century

Media Impact

Audience Cost

Impact

Media Selection Criteria

Media Planning & Buying in the 21st Century

W HAT IS M EDIA IM PA CT?T HE M EDIUM IS THE M ESSA GE

INT ER- M EDIA V S. IN TRA -M EDIA IM PA CTEXA M P LES OF IM PA CT M ET RICS

M EDIA EF FECT IV ENESS RESEA RCHEXA M P LES OF RESEA RCH

W EIGHT ING A UDIENCES FOR IM PA CT

Agenda

Media Planning & Buying in the 21st Century

Media Impact

What is media impact? The positive effect that the medium itself has on an

audience Many factors may affect media impact, e.g.,

attentiveness, involvement, context, relevance, etc. Media planners and buyers attempt to select media

which will most effectively provide impact for their messages, e.g., Mouthwatering appetite appeal for Red Lobster Demonstration of the latest and greatest slicer/dicer Sales leads for insurance company client Trial for new product

What is Media Impact?

Do some media communicate advertising to their audiences more effectively than others?- Probability of ad exposure?- Recall & memorability of message?- Change opinion & consideration?- Creative leverage?- Engagement?

Do certain media communicate certain messages more effectively than others?- Magazines – information for interested readers- Newspapers – for shoppers

Media Impact

Considerations- How relevant is the creative message/product

the media vehicle and its audience?

- Audience interest in ad content- Sensory involvement- Imagery- Need to communicate styling, beauty- Need to communicate much information- Credibility

Basic Levels of Media Impact

VehicleExposure

AdvertisingExposure

AdvertisingImpact

Advertising Exposure Opportunity Varies

MediaVehicle audience

Measurement

Est. % Vehicle Audience Exposed

To Ad

Television Avg. Minute Audience 75-80%

Magazine Avg. Issue Audience 50-55%

Radio

Internet

Avg. ¼ Hour Audience

Click thru to Website

20%

100%

Media Planning & Buying in the 21st Century

Examples of Impact Metrics

Ad Exposure is a necessary pre-requisite to an ad having an effect. Media factors affecting ad exposure probabilities include: Attention levels (SMRB) Involvement Recall Clutter & proximity to competitive advertising

Response is the result of ad exposure and: Message/ad Media context Relevance Perceived credibility Engagement of audience

Media Planning & Buying in the 21st Century

Beyond Ad Exposure:

What Happens Next?

Media Planning & Buying in the 21st Century

The “Medium is the Message”

Question for the class: Fortune Magazine’s selling proposition used to be that

Fortune was worth a premium price (higher CPM) because its editorial quality and context conferred more credibility on the advertiser than its competitor (Forbes) did.

It was a difficult proposition for Fortune to prove Do you think media confer any special status or

credibility on advertisers?

Media Planning & Buying in the 21st Century

Is the Medium the Message?

Media Planning & Buying in the 21st Century

Media Effectiveness Research

There have been thousands of studies on inter and intra media effectiveness

All media types conduct studies intended to prove their effectiveness/impact to media decision makers

Most studies are commissioned by industry associations (e.g.,TVB, RAB, MPA, NAA, IAB) whose job it is to “sell” the medium to advertisers)

Results are generally predictable according to the sponsor of the research

Media Planning & Buying in the 21st Century

Example of Impact ResearchBased on Total Adults

Television Radio Magazine

News-paper Online

Learn about Products

53% 5% 16% 10% 17%

Most Persuasive

70 6 9 11 5

MostAuthoritative

49 10 12 22 6

MostInfluence

79 3 4 7 7

MostExciting

78 5 6 4 7Source: TVB, Nielsen Media Research, 2010

Media Planning & Buying in the 21st Century

Which One Medium is Best to Communicate:

TV Radio Magazine

News-paper

sOutdoo

r

Onlinesearch

Appetite Appeal ? ? ? ? ? ?

Beauty ? ? ? ? ? ?

Buy Now ? ? ? ? ? ?

Demonstration ? ? ? ? ? ?

Fashion ? ? ? ? ? ?

Information ? ? ? ? ? ?

Inquiries ? ? ? ? ? ?

Prestige ? ? ? ? ? ?

Price (low) ? ? ? ? ? ?

Speed ? ? ? ? ? ?

Media Selection & Consumer Purchase Behavior

EXAMPLE FOR CONSIDERED PURCHASE

INITIALAWARNESS

COLLECTINFORMATION

SHOPPING &PURCHASE

EVALUATION OF ALTRERNATIVES

MEDIA CONSUMERS USE MOST

TELEVISION TV/MAGAZINES MAGAZINES NEWSPAPERS

Media Planning & Buying in the 21st Century

Considering Audience, Cost, Impact…Example of Weighting for Media Impact

Medium 1 Medium 2 IndexAudience 10,000,000 12,000,000 120

Cost $25,000 $35,000 140

CPM $2.50 $2.92 117

Effectiveness Weight

.20 .80 400

Adjusted Audience

2,000,000 9,600,000 480

Adjusted CPM

$12.50 $3.65 29