Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Chapter 10
Media and contact strategy
10-1
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Learning objectives
1. To understand the principles of brand contact points in media strategy.
2. To understand the key terminology used in media planning.
3. To recognise and be able to set media objectives.
4. To know how a media plan is developed.5. To know the process for developing and
implementing media strategies.6. To be familiar with sources of media
information and characteristics of media.
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Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
10-3
Concepts
Where to say it?Reach
Frequency
Continuity and flexibility
Media landscape contact points
How often to say it?
Media plans and planning
How much will it costto say it?
Budget
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Media contacts
10-4
The typical consumer is exposed to 3000+ messages daily from
an increasingly diverse range of
media
The typical consumer is exposed to 3000+ messages daily from
an increasingly diverse range of
media
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Brand contact points
10-5
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Brand contact points (cont.)
10-6
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Traditional media landscape in AustraliaPlatform Media Number
Television Commercial networks 4
Government & community 2
Subscription TV 120
Radio Stations 261
Magazines Consumer magazines 1100
Newspapers National daily 2
Metro daily 10
Metro Sunday 10
Regional 132
Suburban (community) 243
Cinema Screens 1907
10-7
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Traditional media landscape in New Zealand
Media platform Number
Television channels 87
Radio stations 300
Consumer magazines
Locally published (650)
6000
Newspapers
Metro and community 150
Cinema screens 455
10-8
Source: Nielsen Media, New Zealand
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10-9
Concepts
Where to say it?Reach
Frequency
Continuity and flexibility
Media landscape contact points
How often to say it?
Media plans and planning
How much will it costto say it?
Budget
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Media terminology
10-10
A series of decisions involving the delivery of messages to audiences
A series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and program
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
Decisions on how the media objectives can be attained
The various categories of delivery systems, including broadcast and print media
The various categories of delivery systems, including broadcast and print media
Mediaplanning
Mediaplanning
Mediaobjectives
Mediaobjectives
Mediastrategy
Mediastrategy
MediaMedia
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Media terminology (cont.)
10-11
The number of times the receiver is exposed to the media vehicle in a specific time period
The number of times the receiver is exposed to the media vehicle in a specific time period
The potential audience that might receive the message through the vehicle
The potential audience that might receive the message through the vehicle
Number of different audience members exposed at least once in a given time period
Number of different audience members exposed at least once in a given time period
The specific carrier within a medium category
The specific carrier within a medium category
Media vehicleMedia
vehicle
ReachReach
CoverageCoverage
FrequencyFrequency
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Media spend, Australia 2009
10-12
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Media spend, New Zealand 2009
10-13
Advertiser/ expenditure
($millions )
TV Radio News Mags Cine OOH Mail On-line
Total
Foodstuffs NZ 15.9 7.8 22.4 0.3 0.3 1.3 6.6 0.8 54.5
Progressive Enterprises
19.4 3.3 19.7 0.4 0 1.9 8.7 0.2 53. 5
The Warehouse 20.5 4.5 15.5 2.4 0 0.5 8.0 0.2 51.5
Harvey Norman 23.6 3.2 20.8 0.9 0 0 2.8 51.1
Telecom Corp 18.7 4.6 6.6 0.7 0.4 2.7 0.4 6.8 40.5
Noel Leeming Group
17.1 2.0 15.8 0 0 3.3 - 38.2
Reckitt-Benckiser 37.2 0 - 0.4 0 0.3 0 0.1 38.1
Unilever Australasia
32.5 0.1 0. 2 2.3 - 1.4 - 0.2 36.7
NZ Lotteries Commission
23.8 7.0 1.9 - 0 2.1 0 0.6 35.4
Mitre 10 NZ 18.2 1.2 9.3 - 0 - 3.7 - 32.5
Source: Nielsen, AIS Data, 2009
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Media planning difficulties
10-14
Timepressures
Timepressures
Problemsin mediaplanning
Problemsin mediaplanning
Lack of information
Lack of information
Measurement problems
Measurement problems
InconsistentterminologyInconsistentterminology
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Media research in Australia
10-15
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The media plan and its relationship to marketing planning
10-16
Selecting media within classSelecting media within class
Media use decision— print
Media use decision— print
Media use decision— broadcast
Media use decision— broadcast
Media use decision— other media
Media use decision— other media
Determining media strategyDetermining media strategy
Selecting broad media classesSelecting broad media classes
Marketing strategy plan
Marketing strategy plan
Creative strategy plan
Creative strategy plan
Situation analysis
Situation analysis
Setting media objectivesSetting media objectives
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Developing the media plan
10-17
Evaluation and follow-upEvaluation and follow-up
Media strategy development & implementationMedia strategy development & implementation
Establishment of media objectivesEstablishment of media objectives
Market analysisMarket analysis
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Market analysis: to whom shall we advertise?
10-18
Sources of informationSources of information
Internal sources
Situation analysis Prior research Databases
Internal sources
Situation analysis Prior research Databases
External sources
Syndicated research Commissioned research Secondary sources
External sources
Syndicated research Commissioned research Secondary sources
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Syndicated research
10-19
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Analysing syndicated research
10-20
Percentage of users in a demographic segment
Percentage of population in the same segment
Index = x 100
Index number
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Media research in Australia
10-21
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Media strategy and objectives
10-22
Factors influencing media strategy development
Factors influencing media strategy development
Internal factors Size of budget Managerial capabilities
Internal factors Size of budget Managerial capabilities
External factors Economy
(media costs)Technology
(New media)Competitive activity
External factors Economy
(media costs)Technology
(New media)Competitive activity
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Setting media objectives
10-23
Frequency (exposing the target audience to
the message a specific number of times)
Frequency (exposing the target audience to
the message a specific number of times)
Reach (reaching the target audience)
Reach (reaching the target audience)
Continuity (over the life of the campaign)
Continuity (over the life of the campaign)
Media objectives should be limited to those that can be accomplished through media
strategies.
Media objectives should be limited to those that can be accomplished through media
strategies.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
Media objectives
Examples of media objectives: Reach 60% of the target audience at least
three times over the same six-month period. Use broadcast media to provide coverage of
80% of the target market over a six-month period.
Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and autumn.
10-24
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Presenting a media diary
10-25
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Presenting a media diary (cont.)
10-26
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Developing and implementing media strategies
Media plan Criteria to be consideredThe media mix Reach vs frequency
Target market coverage Creative aspects and mood
Geographic coverage Flexibility
Scheduling Budget considerations
10-27
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Target market coverage
10-28
Population excluding target marketTarget marketMedia coverageMedia overexposure
Target market proportion
Full market coverage
Partial market coverage
Coverage exceeding market
21 3 4
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Data used to develop media coverage strategy
10-29
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Three scheduling methods
10-30
Continuity
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Flighting
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Northern Territory Tourism media schedule
10-31
Source: Extract from N.T. Tourism Media Schedule, 2005
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Characteristics of scheduling methods
10-32
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Reach and frequency planning
10-33
How much reach is necessary?
i.e. how many members of the target audience should be exposed to your message?
How much reach is necessary?
i.e. how many members of the target audience should be exposed to your message?
What frequency level is needed?
i.e. how many times should the average audience member be exposed to your message?
What frequency level is needed?
i.e. how many times should the average audience member be exposed to your message?
Two key questionsTwo key questions
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What level of frequency?
10-34
When brand awareness is a campaign objective, aim for
high reach.
When brand awareness is a campaign objective, aim for
high reach.
Ads with high impact require lower levels of frequency.
Ads with high impact require lower levels of frequency.
When products/ brands have short life cycles, aim for high
reach quickly.
When products/ brands have short life cycles, aim for high
reach quickly.
General guidelines for
setting frequency objectives
General guidelines for
setting frequency objectives
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Reach and frequency
10-35
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Reach and frequency (cont.)
10-36
A. Reach of one program
Total market audience reached
B. Reach of two programs
Total market audience reached
C. Duplicated reach
Total reached with both shows
D. Unduplicated reach of both
Total reach less duplicate
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Target audience ratings points
10-37
Target audience ratings points (TARPs)
TARP =
Number of PPL in a target audience reached by a media buy
Potential target audience for media buy
x 100
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Gross ratings points
10-38
GRP =
Gross ratings points (GRP)
Reach x Frequency
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Estimates of reach
10-39
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What level of frequency?
10-40
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Effective reach
10-41
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Effective vs average frequency
10-42
By comparing effective frequency with average frequency, planners are able to fine tune
campaigns.
By comparing effective frequency with average frequency, planners are able to fine tune
campaigns.
Effective frequency
Desired level of frequency (media objective)
Effective frequency
Desired level of frequency (media objective)
Average frequency
Observed frequency for an actual or planned campaign
Average frequency
Observed frequency for an actual or planned campaign
vsvs
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Marketing factors determining frequency
10-43
Target groupTarget groupBrand historyBrand history
Share of voice
Share of voice
Purchase cycles
Purchase cycles
Brand loyaltyBrand loyalty Brand shareBrand share Usage cycleUsage cycle
Marketing factorsMarketing factors
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Message factors determining frequency (cont.)
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Message complexityMessage complexity
Message uniquenessMessage uniqueness
New vs. continuing campaignsNew vs. continuing campaigns
Image vs. product sellImage vs. product sell
Message variationMessage variation
WearoutWearout
Advertising unitsAdvertising units
Messageor
creative factors
Messageor
creative factors
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Media factors determining frequency (cont.)
10-45
ClutterClutter
Number of media usedNumber of media used
Repeat exposuresRepeat
exposures
Editorial environment
Editorial environment
SchedulingScheduling
AttentivenessAttentiveness
Media factorsMedia factors
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Creative aspects and mood
10-46
Media environment
Media environment
Creative opportunities
Creative opportunities
BudgetBudget
MoodMood
FlexibilityFlexibility
Creative aspects and mood
Creative aspects and mood
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Creative impact
10-47
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Flexibility in media planning strategies
10-48
Market opportunities
Market opportunities Market threatsMarket threats
Availability of mediaAvailability of mediaChanges in media or media vehicle
Changes in media or media vehicle
FlexibilityFlexibility
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Determining relative cost of media—print
10-49
CPM =Cost of ad space (absolute cost)
Circulation
Cost per thousand
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10-50
Determining relative cost of media—print (cont.)
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Determining relative cost of media—broadcast
10-51
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
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Determining relative cost of media—broadcast (cont.)
10-52
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Calculating CPM based on the target audience
10-53
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Top advertisers
10-54
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Television: advantages and disadvantages
10-55
Short message lifeShort message life
High production costHigh production cost
Low selectivityLow selectivity
High absolute costHigh absolute cost
ClutterClutter
Mass coverageMass coverage
High reachHigh reach
Impact of sight, sound and motion
Impact of sight, sound and motion
High prestigeHigh prestige
Low cost per exposureLow cost per exposure
Attention gettingAttention getting
Favourable imageFavourable image
AdvantagesAdvantages DisadvantagesDisadvantages
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Radio: advantages and disadvantages
10-56
ClutterClutter
Fleeting messageFleeting message
Audio onlyAudio only
Low attention-gettingLow attention-getting
Local coverageLocal coverage
Low costLow cost
High frequencyHigh frequency
FlexibleFlexible
Low production costLow production cost
Well-segmented audienceWell-segmented audience
AdvantagesAdvantages DisadvantagesDisadvantages
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Magazines: advantages and disadvantages
10-57
Visual onlyVisual only
Long lead time for ad placement
Long lead time for ad placement
Lack of flexibilityLack of flexibility
Segmentation potentialSegmentation potential
Quality reproductionQuality reproduction
High information contentHigh information content
LongevityLongevity
Multiple readersMultiple readers
AdvantagesAdvantages DisadvantagesDisadvantages
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Newspapers: advantages and disadvantages
10-58
ClutterClutter
Poor reproduction qualityPoor reproduction quality
Short lifeShort life
Low attention-gettingLow attention-getting
High coverageHigh coverage
Low costLow cost
Short lead time for placing ads
Short lead time for placing ads
Ads can be placed in interest sections
Ads can be placed in interest sections
Timely (current ads)Timely (current ads)
Reader controls exposureReader controls exposure
Can be used for couponsCan be used for coupons
Selective reader exposureSelective reader exposure
AdvantagesAdvantages DisadvantagesDisadvantages
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Outdoor: advantages and disadvantages
10-59
Short adsShort ads
Local restrictionsLocal restrictions
Short exposure timeShort exposure time
Poor imagePoor image
Location specificLocation specific
High repetitionHigh repetition
Easily noticedEasily noticed
AdvantagesAdvantages DisadvantagesDisadvantages
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Direct mail: advantages and disadvantages
10-60
Poor image (junk mail)Poor image (junk mail)
High cost per contactHigh cost per contact
ClutterClutter
High selectivityHigh selectivity
Reader controls exposure
Reader controls exposure
High information content
High information content
Repeat exposure opportunities
Repeat exposure opportunities
AdvantagesAdvantages DisadvantagesDisadvantages
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Interactive media: advantages and disadvantages
10-61
Websnarl (crowded access)Websnarl (crowded access)
Few valid measurement techniques
Few valid measurement techniques
Limited creative capabilitiesLimited creative capabilities
Technology limitationsTechnology limitations
Limited reachLimited reach
User selects product information
User selects product information
User attention and involvement
User attention and involvement
Interactive relationshipInteractive relationship
Direct selling potentialDirect selling potential
Flexible message platformFlexible message platform
AdvantagesAdvantages DisadvantagesDisadvantages
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Summary and conclusions
Media planning is a process involving many layers of complex decisions.
At its heart, media strategy attempts to find the best match of media, having regard to the target market and given budgetary constraints.
Media planners attempt to balance reach and frequency objectives while also giving consideration to creativity and other relevant non-quantifiable factors.
Media planning is both an art and a science.
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