Advertising & Media Planning

Advertising
Objectives Consumer awareness - thinking vs. feeling products and central vs. peripheral routes to memory; awareness needed for high involvement; attitude needed for low involvement Positive reinforcement after purchase Exposure oriented objectives - reach and frequency

Purpose of advertising
To inform To persuade To remind

To Inform
Tell the market about a new product Suggest new uses for a product Inform the market of a price change Explain how the product works Describe available services Correct false impressions Reduce buyers fears Build company image

To Persuade
Build brand preference Encourage switching to your brand Change buyers perception of product attributes Persuade buyers to purchase now Persuade buyers to receive a sales call

To Remind
Remind buyers that the product may be needed in the near future

Remind buyers where to buy it

Keep it in the buyers mind during off seasons

Maintain its top-of-mind awareness

Media Terminology
Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
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Media Terminology
Print Media Media Vehicle Reach Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period
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Coverage

Frequency

Developing the Media Plan

Situation Analysis Marketing Strategy Plan Creative Strategy Plan

Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class Media Use Decision Broadcast Media Use Decision Print Media Use Decision Other Media
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Media Planning Difficulties

Measurement Problems Lack of Information

Problems in Media Planning

Time Pressure

Inconsistent Terms
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Developing the Media Plan

Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance
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Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

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Reach and Frequency

A. Reach of One Program B. Reach of Two Programs

Total market audience reached C. Duplicated Reach of Both

Total market audience reached D. Unduplicated Reach of Both

Total reached with both shows

Total reach less duplicate 13

Marketing Factors Determining Frequency

Marketing Factors

Brand Loyalty

Brand Share

Usage Cycle

Brand History

Share of Voice

Purchase Cycles

Target Group
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Message Factors Determining Frequency

Message or Creative Factors

Message Complexity

Message Uniqueness
New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout

Advertising Units
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Media Factors Determining Frequency

Clutter Scheduling Repeat Exposures

Media Factors
Attentiveness

Editorial Environment Number of Media Used

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Determining Relative Cost of Media-Print

Cost per thousand (CPM) CPM =

Cost of ad space (absolute cost)

X 1,000

Circulation

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Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP) CPRP =

Cost of commercial time Program rating

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Television Pros and Cons

Advantages
Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image
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Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter

Radio Pros and Cons

Advantages
Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience

Disadvantages
Audio Only Clutter Low Attention Getting Fleeting Message

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Magazine Pros and Cons

Advantages
Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers

Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility

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Newspaper Pros and Cons

Advantages
High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons
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Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure

Outdoor Pros and Cons

Advantages
Location Specific High Repetition Easily Noticed

Disadvantages
Sort Exposure Time Short Ads Poor Image Local Restrictions

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Direct Mail Pros and Cons

Advantages
High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities

Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter

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Internet Pros and Cons

Advantages
User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform

Disadvantages
Limited Creative Capabilities Web snarl (Crowded Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach

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