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Media Planning & Buying in the 21st Century
CHAPTER 9
How do media work?
Media Planning & Buying in the 21st Century
Agenda
IntroductionARF Response ModelEffective ReachRecencyShare of Voice/Share of MarketPurchase FunnelEngagement
Media Planning & Buying in the 21st Century
“If you don’t know where you are going, any road will get you there”
-- Cheshire Cat
Media Planning & Buying in the 21st Century
1. ARF Response Model
In 1961, the Advertising Research Foundation (ARF) developed a media communications model describing the progression of media effects
Recommendation that media should only be compared on the same level of the model.
The model was revised in the 2000s to reflect the introduction of digital and new media.
Media Planning & Buying in the 21st Century
ARF Response Model
Vehicle Distribution
Vehicle Exposure
Advertising Exposure
Advertising Attentiveness
Advertising Communication
Advertising Persuasion
Advertising Response
Sales Response
Media Planning & Buying in the 21st Century
2. Effective Reach
Effective Reach is based on the premise that a target audience must be reached often enough to elicit a response, but not too often. If not reached often enough, advertiser will receive poor
results and budget will be wasted. If reached too often (beyond point of diminishing returns”),
incremental dollars may be wasted.
ANA guidelines were that audiences should be reached 3-10 times (advertising exposure, not vehicle exposure).
Fewer than 3 exposures – no effect/dollars wasted More then 10 exposures – diminishing returns
Media Planning & Buying in the 21st Century
Rationale for Effective Reach: memory decay; need for reinforcement
Media Planning & Buying in the 21st Century
Zielskie’s Research
0
10
20
30
40
50
60
0 4 8 12 16 20 24 28 32 36 40 44 48 52
WEEK OF THE YEAR
PE
RC
EN
T R
EC
AL
L
13 exposures at four-week intervals
1 exposure per week for 13 weeks
Media Planning & Buying in the 21st Century
A Plan Based on Effective Reach
Actual vs. Hypothetical Schedule
0
5
10
15
20
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
NUMBER OF EXPOSURES
% Reach
ACTUAL SCHEDULE
HYPOTHETICAL SCHEDULE
EFFECTIVE EXPOSURE
Theoretically Optimal TV Schedule
Media Planning & Buying in the 21st Century
Adstock
A term fashioned by British researcher, Simon Broadbent, to describe the prolonged or lagged effect of advertising on consumer behavior.
Also known as “carryover” effectSuggests that there is long term building of
awareness and other measures of advertising effects
Each successive exposure builds incremental awareness
Media Planning & Buying in the 21st Century
3. Recency
Recency theory challenges the foundations of Effective Reach
Recency maintains that, rather than frequency, what is important is to reach the maximum number of target persons weekly just prior to purchase
Recency looks at the role of advertising as being one of reminding consumers to buy X just prior to going to the store
Recency has major media planning and buying implications, e.g.: Effective reach strives to reach the maximum percentage of
the target within the effective range of frequency In contrast, Recency advocates maximizing weekly reach
Media Planning & Buying in the 21st Century
4. Share of Voice
Share of Voice (SOV)
Share of Mind
Share of Market
Media Planning & Buying in the 21st Century
5. Purchase Funnel
Media Planning & Buying in the 21st Century
6. Engagement
Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising or sponsorships.
