Media Case Study-Audi
• Audi launched its A3
hatchback on a comparatively
reduced budget.
\ a Web-based
• They used
alternative reality game to
reach the skeptical, affluent
Visit the
24- to 30-year- old males.
Site
• A variety of media drove
traffic, created buzz,
and engaged the
audience.
Prentice Hall, © 2009
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Back to the Future
The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
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 Bewitched Chevrolet
 Bewitched Quaker
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Content Wraps
 Saatchi, Zenith and Toyota partnered with The CW
Network, D.C. Comics, and Warner-Brothers Studios to
develop a customized experience
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Product Placement
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Scheduling Strategies
 Timing strategies: When to advertise?
 Seasonality, holidays, days of the week, time of day
 Lead time: time between thinking about purchase and
purchasing; also refers to production time to get an ad in a
medium
 Duration: How long?
 Advertisers can’t afford to cover the entire year
 If the period is too short, the message may not have
sufficient impact
 If the period is too long, the ads may suffer from wearout
 Continuity: How often?
 How advertising is spread out over the length of the
campaign
 Continuous strategy spreads ads evenly over campaign
period
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Scheduling Strategies
 Flighting strategy
 Alternating periods of intense advertising activity (bursts)
and no advertising (hiatus).
 Pulsing strategy
 Advertising is intensified (peaks) before an aperture and
reduced to lower levels (valleys) until the aperture reopens;
bursts of activity.
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Where to spend your money.
Geography
 CDI: Category Development Index
% of sales/% of population
 BDI: Brand Development Index:
% of brand sales/% of population
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IF…
 There is a CDI of 122 and you have a BDI of 87, what does it
mean?
 There is a CDI of 95, and you have a BDI of 116, what does
it mean?
 Should you spend more money (“heavy up”) in high or low
BDI markets?
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The Media Budget
 The size of the
budget greatly
affects media
decisions
 Local vs. national
 TV vs. radio
 At the end of the
planning process,
the media planner
develops a pie chart
showing media
allocations
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Major
Sections of
a Media
Plan
• Objectives
• Strategic plan
development:
consumer
insights
• Key media
strategies
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The Central Role of Media
Research
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Functions of a Media Buyer
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Media Planning Trends
 Unbundling Media Planning and Buying
 Agencies media departments have become separate,
independent profit centers and can work for the agencies’
competition, and compete with agencies for the planning
function.
 Online Media Buying
 Goggle's Adwords and eBay’s Media Marketplace are selling
Internet advertising online.
 Zimmerman (advertising agency) sells advertising online for a
number of media including print, radio, direct mail, in-store ads,
and the Internet.
 New Forms of Media Research
 Online media research (hits and clicks) don’t measure impact.
 Traditional media monitoring systems don’t address new ways
media is used and systems like TiVo and interactive TV.
 Most media research measures independent media, not the
effectiveness of combined media.
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