How do media work?
Chapter 9
Media Planning & Buying in the 21st Century
Leading Theories
1.
2.
3.
4.
5.
6.
ARF Response Model
Effective Reach
Recency
Share of Voice/Share of Market
Purchase Funnel
Engagement
Media Planning & Buying in the 21st Century
“If you don’t know where you are going,
any road will get you there”
-- Cheshire Cat
Media Planning & Buying in the 21st Century
1. ARF Response Model
• Progression of media effects (1961)
• Media should only be compared on the same
level of the model.
• Revised in the 2000s to reflect the introduction
of digital and new media.
Media Planning & Buying in the 21st Century
Vehicle Distribution
Vehicle Exposure
Vehicle Access
Opportunity to see
Advertising Exposure
Eyes-on / Ears-on
Advertising
Attentiveness
Ad Attentiveness
Advertising
Communication
Advertising
Persuasion
Advertising Response
Ad Processing
Impact
ARF
Response
Model
2002
&
2010
Advertising Response
> Brand Access
Sales Response
Sales Response
> Loyalty Response / LTV
Media Planning & Buying in the 21st Century
2. Effective Reach
• A target audience must be reached often
enough to elicit a response, but not too often.
• ANA guidelines: 3-10 times (advertising
exposure, not vehicle exposure).
Media Planning & Buying in the 21st Century
Rationale for Effective Reach:
memory decay; need for reinforcement
Media Planning & Buying in the 21st Century
Zielskie’s Research
60
13 exposures at fourweek intervals
PERCENT RECALL
50
40
30
1 exposure per week for
13 weeks
20
10
0
0
4
8
12
16
20
24
28
32
36
WEEK OF THE YEAR
Media Planning & Buying in the 21st Century
40
44
48
52
Adstock
• Also known as “carryover” effect
• Suggests that there is long term building of
awareness and other measures of advertising
effects
• Each successive exposure builds incremental
awareness
Media Planning & Buying in the 21st Century
A Plan Based on Effective Reach
Actual vs. Hypothetical Schedule
Theoretically Optimal TV Schedule
20
ACTUAL
SCHEDULE
15
% Reach
HYPOTHETICAL
SCHEDULE
10
EFFECTIVE
EXPOSURE
5
0
0
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20
NUMBER OF EXPOSURES
Media Planning & Buying in the 21st Century
Luxury Car Effective Reach Plot
Source: http://audiencewatch.nielsen.com/data/help/glossary/reacheff/index.htm
Media Planning & Buying in the 21st Century
3. Recency
• Challenges the foundations of Effective Reach
• Belief that advertisements and promotions
are most effective when they air immediately
prior to the time of decision,
– influence of ad exposure diminishes with time.
• Examples:
– Fast food
– Movies
Media Planning & Buying in the 21st Century
4. Share of Voice
Share of Voice
(SOV)
Share of
Mind
Media Planning & Buying in the 21st Century
Share of
Market
5. Purchase Funnel
Media Planning & Buying in the 21st Century
6. Engagement
• Engagement measures the extent to which a
consumer has a meaningful brand experience
when exposed to commercial advertising or
sponsorships.
Media Planning & Buying in the 21st Century
Media Planning & Buying in the 21st Century
For next time
Read Chapter 10: Target Audience