4550:
Media Strategy II
Professor Campbell
3/17/05
Today’s Plan
• Media Strategy:
– Three factors
– Effective Frequency & Reach
Three Important Factors
• Continuity
– The distribution of exposures (over
successive cycles), for the average
target audience member, for the
entire planning period
• Reach
– The number of different audience
members exposed to a media
vehicle at least once in a given
period of time
• Frequency
– The average number of times those
reached are exposed to a media
vehicle in a given period of time
Continuity
30
25
20
Continuous
Flighting
Pulsing
15
10
5
Continuous
0
Jan
March
May
Continuity
• Continuous schedules have been found to
be more effective than separate flights in
driving brand sales
GRPs
Gross Rating Points (GRPs):
The advertising “weight” that
a media schedule delivers =
Reach X Frequency
GRPs Example
• Schedule A
1 insertion/week in a weekly TV series
TV series has a 40 reach rating
What is the GRP for the month?
• Schedule B
1 insertion in each of 6 shows with the following ratings
1: 30
2: 20
3: 25
4: 30
5: 25
6: 30
What is the GRP?
Effective Frequency
• The number of exposures necessary to
predispose the typical target audience
individual toward the brand, in the fashion
reflected in the communication objectives
(e.g., brand awareness, brand attitude).
“Establishing frequency
goals for an advertising
campaign is a mix of art
and science but with a
definite bias toward art.”
Joseph Ostrow,
Exec. VP,
Young & Rubicam
Effective Frequency
Herbert Krugman suggests
that only three advertising
exposures are necessary
1st exposure – “What is it?”
2nd exposure – “What of it?”
3rd exposure – “Oh yes, I should do that.”
Wearout
• When continued repetition of an advertising
message results in the onset of “tedium”
such that the message decreases in
effectiveness.
Establishing Frequency Objectives
• Decide what minimum frequency goal is
needed to reach the advertising objectives
and what level of frequency is likely to lead
to wearout
– Estimate effective frequency by considering
•
•
•
marketing factors
message factors
media factors
• Maximize reach at that frequency level
Factors in Establishing Frequency
Objectives
Product
Marketing
Factors
Brand
Audience
Factors That Influence Frequency Needs
Content
Execution
Message
Factors
Campaign
Factors in Establishing Frequency
Objectives
Media
Factors
Vehicle
Attention
Exposures
Clutter
Effective Reach
• The number, or percent, of the target
audience reached at (at least) the effective
frequency level
Effective Reach
• The number, or percent, of the target
audience reached at (at least) the effective
frequency level
• Effective reach should govern media
tradeoffs and the media plan.
Media Math Example
Dodge Rambler Advertised in Rolling Stone Magazine
Target-Audience Member
Week
1
2
3
4
Total
Exposure
A
B
X
X
X
X
X
X
2
4
C
D
E
X
X
X
X
X
0
3
F
G
H
X
X
I
X
X
X
2
X
X
1
3
J
1
X
X
2
2
Total
Exposures
5
5
5
5
Total
Exposures
Summary Statistics
Frequency Distribution (F)
Percentage F
Audience Members
TV Ad Exposure
Commercial Audience as %
• Time of Day
of Program Audience
.
75%
• All Dayparts Average
• Early Morning (‘til10:00 am) 60
80
• Daytime (10 - 4:30 pm)
90
• Early Fringe (4:30 - 8)
90
• Prime (8 - 11 pm)
85
• Late Night (11 - 1)
50
• Overnight
Developing the Media Plan
• Matching the most appropriate media to the
target market
– “Which 1) media and 2) media vehicles are
best to get my message to my chosen
target?”
– “How do I maximize effective reach?”
Reality...
• Frequent use of secondary (index)
data for setting target
– Index number = 100 X % of users in
demographic segment/% of pop
• Demographic matching commonly
used, with proxies for advertising
exposure
• Reach and frequency goals are
often set on atheoretical bases
• Media selected based on GRP,
determined on the basis of media
rating by demographics
• Relative costs determined by cost
per thousand, cost per rating point,
etc.
Goals...
• Link media objectives to communication
objectives
• Maximize communication impact with
budget
Summary
• Think about how many targets you want to
reach, how often, and how smoothly over
time
– Generally speaking, want a continuous
schedule
– Avoid “wearout”
• Estimate effective frequency
– Market, media & message factors influence
• GRP = Reach X Frequency
– This number hides information that you want
– Use frequency distribution
• Maximize effective reach