 Chapter 10

The Marketing of Messages

Media

The Marketing of Messages
 Today we‟ll cover…  Media Speak  Media Building Blocks
Strengths & Weaknesses

Media

&

 Building The Media Plan
 The Media Planning Revolution

Media Speak
 Media/Medium/Vehicle
 Media = collective noun

 Medium = one type of media
 Vehicle = single carrier

Media Speak
 Audience/Coverage/Composition
Audience
 number or % exposed to a vehicle

Audience Coverage
 number or % reached by a single insertion in a specified area

Audience Composition
statistical breakdown of a media vehicle‟s total audience

Media Speak  Reach & Ratings  Broadcast Media use Rating Points  % of Target Audience reached by a media vehicle  Print Media use Circulation  Number of copies sold or distributed .

PR. events  Traditional/Non-Traditional  Traditional = major mass media  Non-Traditional = unique media opportunities and new media forms .Media Speak  Above-the-Line/Below-the-Line  Above = paid advertising  Below = sales promotion.

Smaller audiences.  Fragmentation .a result of .a result of  Clutter & Fragmentation  More media channels  More messages in each channel  More media channels  More audiences.Media Speak  “Brand Contact Points” & More  Brand Contact Points  Personal Media Network  Aperture Clutter .

. we‟ll take you through the steps of Building a Media Plan. we‟ll examine the Strengths & Weaknesses of each Medium  Then.Media Building Blocks Strengths & Weaknesses:  First.

it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons Print .Strengths & Weaknesses:           Portable “Time independent” Not a fleeting medium .

Strengths & Weaknesses:        “Prestigious” Readers upscale Readers use ads Less lead time Strong local emphasis Sense of immediacy “Cataloging Value” Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic selectivity  May have adverse editorial       Newspaper .

Strengths & Weaknesses:  Special audience opportunities  Building audience takes time Magazine  Can be long-lasting  Repeat exposure  Can be cluttered  Early closing dates  High “passalong”  Creative flexibility .

Strengths & Weaknesses:  Frequency and repetition  Large audiences. Low cost.  Visual impact Out-of-Home  Poor demographic selectivity  Limited time. Limited copy.  Complicated logistics  Blanket coverage  Versatility  Can be expensive  Restrictions .

 Radio is cluttered Special audiences.Strengths & Weaknesses:  Various formats.  Inexpensive  Radio spots are  Affordable frequency fleeting  Affordable production Radio  Reaches mobile market  Scheduling & creative flexibility  Immediacy .

Big Bucks.Strengths & Weaknesses:       Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious  Fleeting  Expensive Television  Big shows.  Production can be expensive  Best shows have limited availability .

Strengths & Weaknesses:  Geographic flexibility  Low ratings  Inexpensive  Reporting is inadequate  Varied programming.  Upscale audiences  Wide variety of ad formats Cable TV . Specialized audiences.

Building Media Plan: The .

Building The Media Plan:  Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost. .

developed before the buy. flexible.effective/efficient  Manageable .increase sales/share  Make sense . .Building The Media Plan:  The Media Plan is…  a blueprint for future action… organizing a brand‟s advertising into media objectives and strategies that are:  Goal-Oriented .can be executed.

Building The Media Plan:  Media Objectives  Media Strategies  WHAT your Media Plan hopes to achieve  HOW the Media Objective will be implemented .

Building The Media Plan:  Evaluation & Analysis  Planning Media Objectives  Media Strategies  The Media Buy  Post-Buy Analysis .

Building The Media Plan:  Evaluation & Analysis  Seasonality        Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity .

Building The Media Plan:  Evaluation & Analysis  + Problems & Opportunities  Similar to Situation Analysis SWOT Analysis  Becomes foundation for… The Media Plan .

Building The Media Plan:  Planning Media Objectives  Target Audience  Seasonality  Geography  Reach & Frequency .

Building The Media Plan:  Planning Media Objectives  Target Audience Profile  Demographics  Product Usage (Heavy/Med/Light)  Media Usage  PMN .Personal Media Network  Media Consumption  Core Audience  Aperture (Time/Place/Circumstance) .

Building The Media Plan:  Planning Media Objectives  Seasonality  Seasonal sales  Media Efficiency  Competitive media presence  Promotions Scheduled .

Building The Media Plan:  Planning Media Objectives  Geographic Considerations  Distribution  Budget  National/Regional/Local  National/Regional/Local  Offensive or Defensive Strategy?  Competition  Sales by Market .

Building The Media Plan:  Planning Media Objectives  Reach and Frequency  Consumer Motivation  Purchase Cycle  Purchase Decision  Message Complexity  Ad Effectiveness/Memorability  Commercial Length  Time of Day/Attention  Competition .

Building The Media Plan:  Planning Media Strategies         Nature of Media/Message Media Strength/Weakness Media Efficiencies .CPM Eliminate Media that don‟t fit Brand Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad .

CPM  CPM = Cost Per Thousand. the universal form of comparing the efficiency of different media.Building The Media Plan:  Planning Media Strategies  Media Efficiencies . The following is a comparison of costefficiency for reaching Women 18-49 .

29 17.81 5.67 11. Building The Media Plan: Network Radio :30 Day Network :30 Cable TV :30 Print 4-color page AM Network :30 Late Night :30 Syndication :30 Evening News :30 Prime Network :30 CPM .31 .05 7.80 18.14 12.22 13.Women 18-49 2.35 6.

Building The Media Plan:  Planning Media Strategies  Scheduling Strategies  Four Types of Ad Schedules: .

specialists  Part of “unbundling” .a separate function  Involves tough-minded negotiating  Involves long-term relationships  Media Buying Services  Growing field .Building The Media Plan:  The Media Buy (Implementation)  Buying .

Building The Media Plan: Post-Buy Analysis  Measure actual performance  Media makes “guarantees”  Involves large amount  If below guarantee.”  And. media must provide a “make-good. if you do a good job… .

Building The Media Plan: You Get to Do It Again Next Year! .

Media Planning: A New Revolution  New importance of the media function  “Unbundling” = New Media Agencies  New Global Relationships  Mega-brands and mega-agencies  Growing # of media choices means growing need for media planning  Development of “account planning” style media planning .

And advertisers have to know all the possibilities.Media Planning: A New Revolution  “It will be more challenging to work in advertising in new media… it‟s a „sky‟s the limit‟ type of thing. Leo Burnett/StarCom .” Jayne Spitler.

Media Planning: A New Revolution  “The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process. CEO/Penta-Com .” David Martin.

an understanding of the consumer/ media relationship is of fundamental importance to the process.” Andy Tilley.Media Planning: A New Revolution  “In a rapidly changing media world. Zenith Media .

Media Planning: A New Revolution  “Today‟s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.” Keith Reinhard. Chmn DDB .

Questions Discussion:  & .