Interactive Ad of the Day

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Interactive Ad of the Day
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Let us pause and pay tribute
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C3 Ratings
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Advertising Principles and Practices
Media Planning and Buying
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Key Media Planning Decisions

• Target Audience and Media Use
• Match the advertisers target with a particular
  mediums audience.
• The Aperture Concept
• Aperture when consumers are most receptive to a
  brand message.
• The goal is to reach the right people at the
  right time with the right message.

Principle Advertising is most effective when it
reaches the right people at the right time and
place with the right message.
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The Core Concepts

• Reach of audience exposed at least once.
• Frequency of times a person sees it, on
  average.
• Effective reach of people whove seen it 3
  times (or more).
• Frequency distribution Exactly how many see how
  often.

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Key Media Planning Decisions
Principle Reach is the first place to start in
setting objectives for a media plan.
Principle The tighter the focus on a target
market, the easier it is to find appropriate
media to deliver a relevant message
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Delivering on Objectives

• Plans may emphasize reach or frequency
• High reach strategy
• Used to deliver reminders for well-known products
  
• Used to launch a new, easy-to-understand product
• Low frequency strategy
• Used with well-known brands and simple messages
• High frequency strategy
• Used with more complex products that require
  repetition
• Used to build excitement about a new product or
  event
• Used to counter competition or build share of
  voice

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Because frequency is an average

• it can be misleading

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Frequency Distribution
Quintile Frequency
Top 20 30
20 9
20 8
20 3
Bottom 20 1
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Who am I?
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Back in the day or why is a soap opera a soap
opera?

• The Hucksters

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Repeat it, repeat it, repeat it.

• What media concept is Mr. Evans a fan of?

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Reach vs. frequency

• An age-old debate.
• In some schools of thought, one is an effective
  frequency level.
• Meet John Philip Jones

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The greatest commercial ever made
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Who am I?
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The Second Greatest
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Page 323

• The goal of media planning is to maximize
  efficiency

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Sheehans 4th Law

• The goal of media planning is to maximize
  efficiency and impact.
• In other words,
• Efficiency /Impact
• Efficiency Goal /Impact, across time

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Cost Efficiency CPMs and CPPs

• Used to measure a target audiences size against
  the cost of reaching that audience

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Practice Sheets
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Put simply

• GRPs are reach x frequency

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Calculating GRPs

• GRPs (Gross Rating Points) are found by
  multiplying each media vehicles rating by the
  number of insertions, then adding up the total of
  all the vehicles.

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Calculating TRPs

• TRPs (Targeted Rating Points) adjusts the GRP
  calculation so it more accurately reflects the
  percentage of the target audience watching the
  program, thus reducing waste coverage.

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Delivering on the Targeting Strategy

• Media Use
• The goal is to match consumer insights with media
  information.
• Geographical Strategies
• Heavy up in DMAs where the product is available
  or projected sales are higher.
• Category development index (CDI) determines rates
  of consumption for a product category.
• Brand development index (BDI) is determines the
  strength of the brand in geographical areas.

Principle The CDI tells you where the category
is strong and weak, and the BDI tells you where
your brand is strong and weak.
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Back to the Future

• The Wonderful World of Disney
• Mutual of Omaha's Wild Kingdom

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• Bewitched Chevrolet
• Bewitched Quaker

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Product Placement
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Scheduling Strategies

• Flighting strategy
• Alternating periods of intense advertising
  activity (bursts) and no advertising (hiatus).
• Pulsing strategy
• Advertising is intensified (peaks) before an
  aperture and reduced to lower levels (valleys)
  until the aperture reopens bursts of activity.

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Where to spend your money.Geography

• CDI Category Development Index
• of sales/ of population
• BDI Brand Development Index
• of brand sales/ of population

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IF

• There is a CDI of 122 and you have a BDI of 87,
  what does it mean?
• There is a CDI of 95, and you have a BDI of 116,
  what does it mean?
• Should you spend more money (heavy up) in high
  or low BDI markets?

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Delivering on the Media Mix Strategy

• Media Weighting
• How much to budget in each DMA or region and for
  each target group.
• Used with seasonality, geography, audience
  segments, or level of brand development by DMA.
• Size, Length, and Position
• Based on advertising objectives.
• A technical/informational ad may require more
  time or space while a reminder add will require
  less.
• Media Optimization Modeling
• A computer technique that enables marketers to
  determine the relative impact of a media mix on
  product sales and optimize efficiency.

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Scheduling Strategies

• Timing strategies When to advertise?
• Seasonality, holidays, days of the week, time of
  day
• Lead time time between thinking about purchase
  and purchasing also refers to production time to
  get an ad in a medium
• Duration How long?
• Advertisers cant afford to cover the entire year
• If the period is too short, the message may not
  have sufficient impact
• If the period is too long, the ads may suffer
  from wearout
• Continuity How often?
• How advertising is spread out over the length of
  the campaign
• Continuous strategy spreads ads evenly over
  campaign period

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The Media Budget

• The size of the budget greatly affects media
  decisions
• Local vs. national
• TV vs. radio
• At the end of the planning process, the media
  planner develops a pie chart showing media
  allocations

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IMC Media and Contact Point Planning

• IMC considers all important brand contact points,
  not just traditional mass media and advertising.
• See www.prenhall.com/moriarty for a list
• Contact Point Planning
• Identify a wide variety of contact points for
  achieving goals
• Implement integrated communication programs that
  eliminate waste

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Global Media Strategies

• Global media do not currently exist.
• Advertisers must deal with different networks and
  different vehicles in different countries.
• Despite regional limitations, satellite
  television gives advertisers the opportunity to
  deliver unified messages across continents.
• North American, European, Asian, and Latin
  American cable companies offer international
  networks.

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Major Sections of a Media Plan

• Objectives
• Strategic plan development consumer insights
• Key media strategies

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The Central Role of Media Research
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Media Buying

• A media plan is a set of recommendations a client
  must approve before further action.
• Once approved, media buyers convert objectives
  and strategies into tactics.
• Provide inside information to media planners
• Select specific media vehicles
• Negotiate and contract for time and space
• Bargain for preferred positions
• Secure extra support/value-added media services
• Monitor media choices during and after the
  campaign
• Handle billing and payment
• Ensure make goods
• Perform post-campaign evaluation

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Functions of a Media Buyer
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Media Planning Trends

• Unbundling Media Planning and Buying
• Agencies media departments have become separate,
  independent profit centers and can work for the
  agencies competition, and compete with agencies
  for the planning function.
• Online Media Buying
• Goggle's Adwords and eBays Media Marketplace are
  selling Internet advertising online.
• Zimmerman (advertising agency) sells advertising
  online for a number of media including print,
  radio, direct mail, in-store ads, and the
  Internet.
• New Forms of Media Research
• Online media research (hits and clicks) dont
  measure impact.
• Traditional media monitoring systems dont
  address new ways media is used and systems like
  TiVo and interactive TV.
• Most media research measures independent media,
  not the effectiveness of combined media.

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Google AdWords

• With Google AdWords, you create your own ads and
  choose keywords (words or phrases related to your
  business). When people search on Google using one
  of those keywords, your ad may appear next to the
  search results. People can then click your ad to
  make a purchase or learn more about you.

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eBay Media Marketplace

• Called A New Approach to Offline Advertising,
  The eBay Media Marketplace offers advertisers a
  place to make planned buys in the national cable
  TV market and last-minute buys on radio in all
  300 top U.S. radio markets.