Media tactics

Media Tactics

Media Planning and StrategyThe Media class, Media vehicles,

Media options, Scheduling and timing

Media TerminologyMedia PlanningMedia Planning - A series of decisions involving the

delivery of messages to audiences.

Media ObjectivesMedia Objectives - Goals to be attained by the media strategy and program.

Media StrategyMedia Strategy - Decisions on how the media objectives can be attained – indicative of the media budget.

MediaMedia - The various categories of delivery systems, including broadcast and print media.

Broadcast MediaBroadcast Media - Either radio or television network

Media TerminologyPrint MediaPrint Media - Publications such as newspapers and

magazines.

Media VehicleMedia Vehicle - The specific message carrier, such as the Times of India, Femina, KBC, MTV Roadies.

CoverageCoverage - The potential audience that might receive the message through the vehicle.

ReachReach - The actual number of individual audience members reached at least once by the vehicle in a given period of time.

FrequencyFrequency - The number of times the receiver is exposed to vehicle in a specific time period.

Problems in Media Planning

Lack of information

Inconsistent terms

Serious time pressure

Measurement problems

Media Use Decision— Print

Media Use Decision— Broadcast

Media Use Decision— Other Media

Advertising Strategy Plan

Developing the Media Plan

Setting Media Objectives

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Marketing Strategy PlanSituation Analysis

Developing the Media PlanAnalyze the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

Where to Promote?Brand and Category Analysis

Percentage of brand to total U.S. sales in market

Percentage of total U.S. population in market

BDI = X 100

Brand Development Index

Percentage of brand sales to total sales in market

Percentage of total population in market

Where to Promote?Brand and Category Analysis

Percentage of product category total sales in market

Percentage of total population in market

CDI = X 100

Category Development Index

Brand and Category Analysis

High market shareGood market potential

High market shareGood market potential

High market shareMonitor for sales decline

High market shareMonitor for sales decline

Low market shareGood market potential

Low market shareGood market potentialH

igh

CD

IL

ow

CD

I

Low market sharePoor market potential

Low market sharePoor market potential

High BDI Low BDI

Brand and Category Analysis

The market usually represents

good sales potential for both

the product and the brand.

The market usually represents

good sales potential for both

the product and the brand.

The category isn’t selling well

but the brand is; may be a

good market in which to

advertise but should be

monitored for sales decline.

The category isn’t selling well

but the brand is; may be a

good market in which to

advertise but should be

monitored for sales decline.

The product category shows

high potential but the brand

isn’t doing well; the reason

should be determined.

The product category shows

high potential but the brand

isn’t doing well; the reason

should be determined.Hig

h C

DI

Lo

w C

DI Both the product category

and the brand are doing

poorly; not likely to be a good

place to advertise.

Both the product category

and the brand are doing

poorly; not likely to be a good

place to advertise.

High BDI Low BDI

Media Planning Criteria Considerations

The media mix

Target market coverage

Geographic coverage

Reach versus frequency

Scheduling

Creative aspects and mood

Flexibility

Budget considerations

Target Audience CoveragePopulation excluding target marketTarget marketMedia coverageMedia overexposure

CoverageExceeding

Market

PartialMarket

Coverage

FullMarket

Coverage

TargetMarket

Proportion

Media Class Decisions

Decision is made on quantitative criteria• Target Audience number that can be reached

through media class – TV, Radio, Press….

Decision is made on qualitative criteria• Fit between medium and creative execution• Production logistics• Competition’s use of media

Television Characteristics

AdvantagesAdvantages

Mass coverage High reach Impact of sight, sound,

and motion High prestige Low cost per exposure Attention getting Favorable image

DisadvantagesDisadvantages

Low selectivity Short message life High absolute cost High production costs Clutter Fleeting message

Radio CharacteristicsAdvantagesAdvantages

Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences


Audio only Clutter Low attention getting Fleeting message

Magazines Characteristics


Segmentation potential Quality reproduction High information content Longevity Multiple readers – pass-

on-readership


Long lead time for ad placement

Visual only Lack of flexibility

Newspapers Characteristics


High coverage Low cost Short lead time for

placing ads Ads can placed in

interest sections Timely (current ads) Reader controls

exposure Can be used for

coupons


Short life Clutter Low attention-getting

capabilities Poor reproduction

quality Selective reader

exposure

Outdoor CharacteristicsAdvantagesAdvantages

Location specific High resolution Easily noticed


Short exposure time requires short ad

Poor image Local restrictions

Internet / Interactive Media Characteristics


User selects product information

User attention and involvement

Interactive relationship Direct selling potential Flexible message platform


Limited creative capabilities Web snarl (crowded access) Technology limitations Few valid measurement

techniques Limited reach

Direct Mail Characteristics


High selectivity Reader controls exposure High information content Opportunities for repeat

exposures


High cost/contact Poor image (junk mail) Clutter

Media Vehicle DecisionMedia vehicle choice is based on -

– Quantitative considerations of – Cost per exposure • TV – unit of measurement

– TRP x no.of exposures = GRP ( gross rating points) / total no of exposures

– CPRP unit cost divided by TRP (cost per rating point)

• Press – unit of measurement– Readership - total vehicle audience (higher than circulation)– CPT - unit cost divided by readership x 1000= CPT (cost per thousand)

– Qualitative considerations of media vehicle choice– Editorial environment suitability– To gather media source effect copy approaches must vary by vehicle

Determining Relative Cost of Media

Cost of ad space(absolute cost)Circulation / Readership

CPM = X 1,000

Cost per thousand (CPM)

Determining Relative Cost of Media

CPRP =Cost of commercial timeProgram rating (TRP)

Cost per rating point (CPRP)

Qualifying Reach

Reach –no of people / households exposed to the advertising at least once, over a specified period of time

Reach is always Unduplicated Reach – internal and external duplication

Cumulative reach - additional readers netted through pass on readership

Effective reach / audience - % of target audience reached by the vehicleThe audience is usually defined in terms of demographics

Graph of Effective Reach

Qualifying Frequency

Frequency – the number of times someone sees the ad

Average Frequency – the average number of times a person or household is exposed

(no. of exposures (OTS) divided by unduplicated reach)

Threshold / Effective reach level / effective frequency – level of frequency below which the person would not have been effectively reached - at least 3 exposures

Frequency distribution – The exact number of people to be exposed a specified number of times (to avoid over or under exposure)

Reach and FrequencyReach of Two ProgramsReach of One Program

Unduplicated Reach of BothDuplicated Reach of Both

Total market audience reached Total market audience reached

Total reached with both shows Total reach less duplicate

Effects of Reach and Frequency1. One exposure of an ad to a target group within a purchase cycle

has little or no effect in most circumstances.

2. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.

3. The evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level.

4. Beyond three exposures within a brand purchase cycle or over a period of four or even eight weeks, increasing frequency continues to build advertising effectiveness at a decreasing rate but with no evidence of decline.

Effects of reach and frequency5. Although there are general principles with respect to

frequency of exposure and its relationship to advertising effectiveness, differential effects by brand are equally important

6. Frequency response principles or generalizations do not vary by medium.

7. The data strongly suggest that wearout is not a function of too much frequency. It is more of a creative or copy problem.

Marketing Factors Important toDetermining Frequency Brand history

Brand share

Brand loyalty

Purchase cycles

Usage cycle

Competitive share of voice

Target group

Message or Creative Factors Important to

Determining Frequency Message complexity

Message uniqueness

New vs. continuing campaigns

Image versus product sell

Message variation

Wearout

Advertising units

Media Factors Important toDetermining Frequency

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat Exposures

The Trade off between Reach & Frequency (OTS)

– Reach is more important when gaining awareness for a new product

– Frequency is more important when communicating product details or building Brand Attitude (needs more exposures /OTS)

Measuring Media Audiences– Measuring Print Vehicles - Readership data

• Research Methods used Recent Reading , Through the book approach

• ABC –gives circulation figures of press vehicles but neglects pass on readership

• NRS & IRS – It gives the readership profile of the vehicle & duplication data is also provided (by socio-economic classification)

• brand & category usage data

– Measuring Broadcast vehicles – viewership / listnership data• People meter & diary system – for TV

Media Vehicle Source EffectExposure impact can vary by media vehicle and

media class even when audience is the same

– The differential impact is caused by –• Editorial environment – unbaisedness, expertness,

prestige, mood created• Audience involvement • Physical reproduction

– Copy approaches must vary by vehicle to gather media source effect

Media Option Decisions

Media planner decides the unit of advertising Starch scores throw light on unit impact• Advertising size – more impact rather than

proportionate increase in readership• Colour – adds 50% more readership • Advertising location – the end or beginning of string

of commercial do better on recall

Back / inside covers do better than inside mag. pages• Copy execution – Ads that resemble editorial are

read more

Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Scheduling and Timing Decisions– Media schedule are based on and reflect

• Advertising Objectives –‘high reach’ or ‘shift in attitude’• And how quickly Attitude is likely to decay

– Scheduling strategies detail the media strategy • Flighting – alternating bursts with periods of inactivity

Long purchase cycle products – when wear-in and wear out is slow– high peaks of recall are required

• Pulsing – continuous base level advtg. augmented by intermittent bursts

Frequently purchased products– when decay is fast– continuous levels of high recall are not needed

• Continuous or Even – limited advertising spread out evenly – Frequently purchased services and products – quick decay, high levels of recall are not needed

Media Buying– Buying media units - space / time can be through

• The AOR (agency of record)• The creative agency• In-house

– Rates are negotiable depending on the supply and demand

• Upfront buys• Scatter buys

– Rates vary with specificity of the spot / position• RODP run of day part - TV• ROT run of time - radio• ROP run of paper – press - dailies

Documents

Media tactics