TOPICS IN MARKETING:

SESSION 20
IMC Plan: Media Planning & Results
OUTLINE

•IMC Plan: Budget & Results

• Budget:
- Media planning
- Media costs & effectiveness
• Results:
- Ad evaluation
- Buying behavior evaluation
STAGES OF THE IMC PLAN

A. Analyze the strategy

B. Identify the target audience
C. Establish communication objectives
D. Design the message
E. Select the channels/media mix
F. Establish budget
G. Measure results
IMC BUDGET

• Type I Budgets: how can I optimally allocate my resources to

different media, in order to maximize ROI within a given
budget?
› What We Can Afford
› Competitor Parity
› Percentage of Sales
› Payout Planning
• Type II Budgets: how can I optimally allocate my resources
to different media, in order to achieve MC objectives with the
lowest possible budget?
Objectives → Media Plan → Costs → Minimize → Sum
MEDIA BUYING
MEDIA PLANNING

• Requires knowing the effectiveness (results) and efficiency

(cost) of media, message and schedule combinations for a
specific target audience

• Media Effectiveness:
› Effective reach: % of target audience members that must
be exposed to a given message in each medium
considered, to reach a specific MC objective
› Effective frequency: no. of times that 1 target audience
member must be exposed to a given message in each
medium considered, to reach a specific MC objective
MEDIA STRATEGY: EXAMPLE
MEDIA PLANNING: MEN/PRINT
MEDIA PLANNING: WOMEN/TV
RESULTS: MESSAGE EVALUATION

• Which combination of message, channel and media will

be most effective and efficient after all?
• Firms and advertising agencies constantly seek chances
to test different messages designs, media placement and
schedules
• Many firms specialize in tracking advertising results
RESULTS: MESSAGE EVALUATION

• Physical design, cognitive & affective elements

METHOD TIMING
Concept testing Prior to ad development

Copytesting Final stages, finished ad

Attitude/opinion tests During/after ad development

Emotional/Physiological During/after ad development

reaction tests
Recall/Recognition tests After ad launch

Persuasion analysis After ad launch

RESULTS: AD TRACKING RESEARCH

• Track ads after launch (e.g. Nielsen, TNS, Marktest)

• Monitors brand performance and advertising
effectiveness
• Specific time test or continuous tracking
• Test participants are shown brief portion of ad or stills
with brand name removed
• Metrics:
› Brand and ad recognition
› Unaided brand awareness
› Memorability; Likability
› Unaided and aided message/campaign recall
RESULTS: OFFLINE BEHAVIOR EVALUATION

• Consumer responses, performance, actions

BEHAVIOR DATA
Retail sales Scanner data, POS

Response rates Surveys, CRM, Direct

Marketing Efforts
Redemption rates Sales promotion offers

Test markets Scanner data, POS

Purchase simulation tests Simulated store sales

RESULTS: ONLINE BEHAVIOR EVALUATION

E-commerce ad metrics
• Click-through rate (CTR)
• Cost-per-click (CPC)
• Conversion ratio (Cv)
• Cost-per-conversion (CPCv)
• Average order value (AOV)
• Revenue-per-visit (RPV)
• Shopping cart abandonment
SOCIAL MEDIA MARKETING

Social Networks
• Networks of individuals formed on the basis of their common
goals, interests and/or relationships

Social Media
• Media enabling “many2many” digital communications or
interactions (not necessarily networked, e.g. wiki, whatsapp)

Social Networking Websites

• Privately-held social media apps supporting social networking
activities (e.g., Facebook, Instagram)
SOCIAL MEDIA MARKETING: GOALS

› Increase brand exposure

› Engage present and prospect customers
› Facilitate customer interactions with brand
› Generate sales leads
› Increase traffic to stores
› Strengthen brand image
› Improve organic search rankings
› Gather customer intelligence (social listening)
› Increase brand loyalty
RESULTS: ONLINE BEHAVIOR EVALUATION

Social Media Page Metrics Social Media Page Metrics

Volume Engagement
• Views (total audience) • Mentions
• New • Shares - Reposts/re-tweets
likes/subscribers/followers • Likes
• Lost • Comments
likes/subscribers/followers
• Time on page
• Location
• Visits per (day, month)
• Time/day of visit
• Bounce rate