Print Planning A fresh perspective' The implications of NRS Accumulation Data

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Print PlanningA fresh perspective.(The
implications of NRS Accumulation Data)
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Recency Theory
The view that advertising is a weak marketing
tool is at odds with a lot of evidence to the
contrary. John Philip Jones (Short Term
Advertising Strength STAS) Colin
MacDonald Simon Broadbent Carat Penrith
project All show that a single exposure to
advertising can strongly influence which brand is
purchased
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Recency Theory
If advertising is a weak force, how does a single
exposure to a message produce such a strong
effect? Recency Theory Advertising works with
consumers who are in the market for the product
being advertised at the time. It doesnt convince
people that they need something life does that
(the cereal box is empty). It gets those people
to buy a certain brand.
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Recency Theory
The market this week
We dont know where the window of opportunity is
for each consumer (who needs some more cereal).
But, we do know that purchases are made each
week. Advertising should try to reach as many
target consumers as possible in as many weeks as
possible.
Ready to Buy
Total Target Group
Not Ready to Buy
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Return on Investment
There are some things we know to be
true. Satiation the first beer is the
best. There is a decreasing marginal response to
frequency
The first advertising exposure has much more
effect than what is added by subsequent
exposures. John Philip Jones
The results clearly show that effective
frequency can be achieved with very few
exposures. Carat Penrith Study
The first OTS has more effect than the second,
after which the impact of further exposures is
negligible. Colin McDonald
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Return on Investment
There are some things we know to be
true. Satiation the first beer is the
best. There is a decreasing marginal response to
weight in any medium The first ratings in
any medium are better at delivering coverage than
later ratings. (Heavy users vs light users of the
medium.)
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Recency Theory
Concludes that consistent advertising presence is
a more cost effective method of deploying media
weight. Concludes that reach rather than
frequency is the key planning criterion. Conclude
s that mixed media schedules will perform better
than single media campaigns.
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Implications for Print
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Implications for Print
Consistent Advertising Presence Cost per
rating In order to maximise continuity a medium
that offered a lower cost per rating point would
allow an extended campaign presence.
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Implications for Print
Magazine cost per rating indexed against
terrestrial TV cost per rating
All Main Shoppers
ABC1 Main Shoppers
Source Various buying agencies.
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Implications for Print
Consistent Advertising Presence Delivery of
coverage over time Continuity requires sustained
coverage of the target market over time. A medium
that delivers its coverage across multiple
purchase occasions would be an advantage.
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Implications for Print
Consistent Advertising Presence Delivery of
coverage over time Continuity requires sustained
coverage of the target market over time. A medium
that delivers its coverage across multiple
purchase occasions would be an advantage. NRS
Accumulation Study allows planners to measure the
delivery of coverage by magazines over time.
NEW!
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Implications for Print
Consistent Advertising Presence Delivery of
coverage over time Continuity requires sustained
coverage of the target market over time. A medium
that delivers its coverage across multiple
purchase occasions would be an advantage. The
big step is to lose insertion planning and focus
on how print delivers messages. The answer is
over time. We should use actual week-by-week
audience delivery for planning just as we do
with television. Erwin Ephron Ephron,Papazian
Ephron Inc.
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Implications for Print
Planning for reach NRS Accumulation study New
data will allow planners to assess print
schedules by weekly coverage of target markets.
New mixed media systems (IPA, Telmar, BMRB) will
allow the combined coverage of TV and print to be
measured more accurately than before.
NEW!
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Implications for Print
Planning for reach NRS Accumulation study The
new data makes possible more exact comparisons
between print and TV exposure. John Billett
Chairman, Billetts TV planning sets a target
reach goal each week to influence purchase
decisions as they occur. Magazine planning hasnt
had that option because the weekly data have not
been available. Now it can be done. Kathi Love
CEO, MRI
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Implications for Print
Media Intensity Current Practice While a TV
weight of around 400 ratings per month is not
uncommon, print weights are significantly lower.
This lack of intensity makes measuring the sales
effect attributable to the medium difficult.
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Implications for Print
Current Practice
TV delivers significant weekly weight to
influence consumers during their purchase cycle.
400 Ratings 74 cover 5.4 OTS
Source BARB Coverage Curves
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Implications for Print
Current Practice
A typical heavy weight print schedule may be made
up of insertions in 20 or so titles.
100 Ratings 50 cover 2 OTS
Source Telmar Timeplan NRS Accumulation Study
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Implications for Print
Media Intensity Current Practice We know from
experience it takes at least 50 (rating)
points-a-week in TV to see effects in-market. A
heavy magazine schedule delivers 20 points a
week. Twenty points wont work with TV either.
Erwin Ephron Ephron,Papazian Ephron Inc.
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Implications for Print
A new planning methodology? Weekly
coverage Rating levels Print planned in much the
same way as TV. The medium delivers a broad
audience through increased rating weights with
individual title selection based on coverage
build or sub-group efficiency.
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Implications for Print
A new planning methodology?
With more insertions and a mix of publishing
frequencies print can be planned to deliver
sufficient weight on a weekly basis making the
medium more measurably effective in the short
term.
440 Ratings 83 cover 5.3 OTS
Source Telmar Timeplan NRS Accumulation Study
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Implications for Print
A new planning methodology?
Although print delivers coverage over time the
amount of extended coverage can be controlled
through title selection and careful weekly
deployment.
Source Telmar Timeplan NRS Accumulation Study
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Implications for Print
A new planning methodology?
Print can deliver significant coverage of mass or
highly specific target markets on a weekly basis.
With print weight similar to that deployed in
TV short term sales effects should be measurably
improved and more easily measured.
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Implications for Print
A new planning methodology? We have all the
data we need from the study to place magazine
exposures in time. Its our thinking that has
to change. Erwin Ephron Ephron,Papazian
Ephron Inc.