12
Media Planning Essentials
©2012 Cengage Learning. All Rights Reserved.
The Transition to Part 4:
Placing the Message in Conventional
and “New” Media
• Starting to study the “placement”
phase of advertising and IBP
• Focus is on using media and IBP
tools that “reach” the target
audience
• Even a great message will be
ineffective if it does not reach the
proper audience
Introduction:
The Very Wide World of Brand Media
Vehicles
• The 2010 Super Bowl attracted 2.5X as
many viewers as the 1967 Super Bowl,
but cost 10X as much.
• Agencies have become more diverse and
offer digital and IBP services
• While “new’ media get a lot of attention,
“old” media still attract a lot dollars.
• New media are merging with old.
Very Important Changes
in Media [1]
1. Agency Compensation
o
o
o
15 percent commission is essentially gone
Most clients now pay on a fee-for-service basis
Ad creation and placement not at same agency
2. More Media
o
o
o
o
Traditional media lines are blurred
Firms push “news” stories into media
Movies/videos can be promotional vehicles
Social “media” offer brand information, but how to “price”
it is a question
3. Going Public
o
o
Agencies are “leaner” now that they are public firms
Agencies are looking for ways to turn short-term profits
Very Important Changes
in Media [2]
4. Globalization
o Today media exist in a transnational space—
CNN to Al Jazeera
o Search engines do not recognize national
boundaries (except Google in China!)
o The BRIC countries offer huge opportunity
o Lack of standardized measurement makes
pricing complex
o Globalization is a way of thinking another
challenge in “new media”
Very Important Changes
in Media [3]
5. Free Content
o
o
o
o
Internet information has consumers used to free content.
Why buy a magazine full of ads for $4.50?
Nontraditional media, which consumers enjoy, are
attracting more dollars.
Consumers are creating “brand material” even ads
on the Internet.
6. Consumer in Charge
o
o
o
o
E-commerce has revolutionized the way consumers
consume.
Marketers not solely in charge of brand.
Consumer access to more info = more power in the channel.
Consumers have more power in the transaction due to
deal-proneness and price/cost transparency.
Very Important Changes
in Media [4]
7. Hyper-Clutter and Ad Avoidance
o Worse than ever on TV and in magazines
o Consumers choosing no-ad channels/satellite radio
and DVR ad skipping
o Satellite radio is growing popularity—despite cost
o Ad blocker filters are improving on Web
o People are more willing to pay to avoid ads
8. Multicultural Media
o Ethnic media on rise with ethnic population growth
o Hispanic/Latin/Latino market growing the fastest
o Asian market next fastest growing
Latina.com 2002
Ethnic media are on the rise
The Fundamentals of Media Planning
• The “Big Pie”: wide range of promotional
choices including media placement
• Above-the-line: traditional measured media
– TV, radio, magazines, newspaper, outdoor, etc.
• Below-the-line: unmeasured media/IBP tools
seen as more efficient
– Internet search, shelf placement, coupons, events, instore promotions, etc.
• Measured media on slow, steady decline
• Key distinction – IBP is not a “media”
placement but is coordinated with media
placements
Media Planning
• Media Plan
o Specifies media in which advertising message will
be placed to reach a desired audience
• Media Class
o Broad category of media, such as TV, radio, or
newspapers
• Media Vehicle
o Specific option within a class, i.e., Vogue magazine
Media Mix
o Blend of different media to reach target audience
The Overall Media Plan
Media Strategies
•
•
•
Reach the target audience
Geographic scope of placement
Geo-targeting
More Media Strategies
•
•
•
•
•
•
Reach and frequency
Message weight
Gross impressions
Audience duplication
Continuity
Length/size of advertisement
Media context
Media Choice
•
Media efficiency (CPM, CPRP)
Target Audience
Media Planning: Strategies [1]
• Reach the target audience
o
o
Demographic, geographic, lifestyle/attitude define
choices
Single-source tracking services help identify effect of
placements
• Geographic scope of media placement
o
o
o
o
o
o
o
Geo-targeting of regions of high-purchase density
Reach and frequency decisions
Effective reach and effective frequency determination
Message weight
Gross impression calculation for impact
Between vehicle duplication
Within vehicle duplication
Media Planning: Strategies [2]
• Continuity:
Continuous
scheduling
o Flighting
o Pulsing
o “Forgetting”
function
o
• Media Context:
o
Editorial climate/
tone of media
vehicle
• Length or Size of Ads:
Creative requirements
o “Square root” law
o Media budget
o Competitive environment —
may want to match size of
budget and length of
campaign of key
competitors
o
Media Planning: Competitive Media
Assessment
• Assessment of how competitors are
spending in media
• “Share of Voice” is measure of one
advertiser’s expenditures vs. others
• Important when competitors are all
focused on one narrow segment
(i.e. heavy user product categories)
Media Planning:
Media Efficiency
CPM =
(cost per thousand)
CPM-TM =
(cost per thousand-target market)
CPRP =
(cost per rating point)
Cost of media buy
Total audience
Cost of media buy
Targeted audience
X 1000
X 1000
$$$ For a program placement
Program Rating
Media Planning: Internet
• Internet Media
– Internet media are “Pull” media
– Traditional media are “Push” media
– Paid search is most potent tool
• Interactive Media
– Overused and ill-defined term
– Includes kiosks to blogs to podcasts to Internet
shopping sites
– RSS is basis for interactivity
• Multiway Communication
– Consumers seek ads/brand contact
Media Planning: Social Media
• Social Networking
– New paradigm
• Marketer (brand) to consumer then consumer to
consumer
– Marketers can use social media a fraction of cost of
traditional media
– And, 2/3 of consumers visit social network or blog site
• Social media are used to discuss brands
– Social media used to create “buzz” or “viral” effect
– Brand conversations are tracked with net promoter
scores
– Wikis mine and leverage brand communities
Media Choice and
Integrated Brand Promotions
• Complicating factor: Firms using more IBP tools
• Madison and Vine Media
o
Merging of entertainment and advertising
o
Also referred to as branded entertainment
o
Three primary approaches
o
Product placement
o
Story line integration
o
Original content
© Chad Bushanan/Getty news Entertainment
What approach to branded entertainment
does Geico use with the “cavemen”?
Media Choice Issues
• Data Quality
o
o
o
o
GIGO problem
Cultural hang-up on numbers
“Media” exposure is not a good measure
of ad impact
Firms are seeking alternatives to Nielsen data
• Ads to Advertisers
o
Media firms use ads to attract advertisers
• Media is more than a numbers industry
o
Personal relationships are still pursued
Courtesy, Donner Advertising. Photos: Copyright Rausser/Getty Images;
Photodisc/Getty Images
Media firms sell themselves to advertisers.
Contemporary Essentials
in Media
• Computer Media-Planning Models
o Major firms offer data bases
o
Nielson, Arbitron, MRI, SMRB
o
Data is not standardized across media
o
But, media software firms offer products to help analyze
markets and audiences to develop multi-media plans
o
Allows for wide range of possible buys
• Making the buy
o Securing electronic and print media space
o
Agency of Record purchases space
o
Each spring the “upfront” media buys occur when fall
broadcast programming is announced
o
Some firms use a Media Buying Service
In Defense of Traditional Advertising
• There are just some things you can’t
accomplish without traditional mass media
ads.
• The Super Bowl or Olympics deliver a truly
mass audience.
• Brand building still needs traditional ads . . .
at least for a while longer.
• Throwing around “new media” planning
buzz words accomplishes much.