The Marketing of Messages

& & The Marketing of Messages

The Marketing of Messages

Chapter 10 Chapter 10

MediaMedia

&&MediaMedia

Media Speak

Media Building Blocks Strengths & Weaknesses

Building The Media Plan

The Media Planning Revolution

Media Speak

Media Building Blocks Strengths & Weaknesses

Building The Media Plan

The Media Planning Revolution

Today we’ll cover… Today we’ll cover…

The Marketing of MessagesThe Marketing of Messages

Media SpeakMedia Speak Media/Medium/Vehicle

Media = collective noun

Medium = one type of media

Vehicle = single carrier

Media/Medium/Vehicle Media = collective noun

Medium = one type of media

Vehicle = single carrier

Media SpeakMedia Speak Audience/Coverage/Composition

Audience number or % exposed to a vehicle

Audience Coverage number or % reached by a single insertion in

a specified area

Audience Composition statistical breakdown of a media vehicle’s

total audience

Audience/Coverage/Composition

Audience number or % exposed to a vehicle

Audience Coverage number or % reached by a single insertion in

a specified area

Audience Composition statistical breakdown of a media vehicle’s

total audience

Media SpeakMedia Speak Reach & Ratings

Broadcast Media use Rating

Points % of Target Audience reached by a

media vehicle

Print Media use Circulation Number of copies sold or distributed

Reach & Ratings

Broadcast Media use Rating

Points % of Target Audience reached by a

media vehicle

Print Media use Circulation Number of copies sold or distributed

Media SpeakMedia Speak Above-the-Line/Below-the-Line

Above = paid advertising Below = sales promotion, PR, events

Traditional/Non-Traditional Traditional = major mass media Non-Traditional = unique media

opportunities and new media forms

Above-the-Line/Below-the-Line Above = paid advertising Below = sales promotion, PR, events

Traditional/Non-Traditional Traditional = major mass media Non-Traditional = unique media

opportunities and new media forms

Media SpeakMedia Speak “Brand Contact Points” & More

Brand Contact Points Personal Media Network Aperture

Clutter & Fragmentation Clutter - a result of

More media channels More messages in each channel

Fragmentation - a result of More media channels More audiences. Smaller audiences.

“Brand Contact Points” & More Brand Contact Points Personal Media Network Aperture

Clutter & Fragmentation Clutter - a result of

More media channels More messages in each channel

Fragmentation - a result of More media channels More audiences. Smaller audiences.

Media Building Blocks

Media Building Blocks

First, we’ll examine the Strengths & Weaknesses of each Medium

First, we’ll examine the Strengths & Weaknesses of each Medium

Strengths & Weaknesses:Strengths & Weaknesses:

Then, we’ll take you through the steps of Building a Media Plan.

Then, we’ll take you through the steps of Building a Media Plan.

PrintPrint

Portable “Time independent” Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons

Portable “Time independent” Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons

Strengths & Weaknesses:Strengths & Weaknesses:

“Prestigious” Readers upscale Readers use ads Less lead time Strong local

emphasis Sense of immediacy “Cataloging Value”

“Prestigious” Readers upscale Readers use ads Less lead time Strong local

emphasis Sense of immediacy “Cataloging Value”

Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic

selectivity May have adverse

editorial

Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic

selectivity May have adverse

editorial

NewspaperNewspaperStrengths & Weaknesses:Strengths & Weaknesses:

Special audience opportunities

Can be long-lasting

Repeat exposure

High “passalong”

Creative flexibility

Special audience opportunities

Can be long-lasting

Repeat exposure

High “passalong”

Creative flexibility

Building audience takes time

Can be cluttered

Early closing

dates

Building audience takes time

Can be cluttered

Early closing

dates

MagazineMagazineStrengths & Weaknesses:Strengths & Weaknesses:

Poor demographic selectivity

Limited time. Limited copy.

Complicated logistics

Can be expensive

Restrictions

Poor demographic selectivity

Limited time. Limited copy.

Complicated logistics

Can be expensive

Restrictions

Frequency and repetition

Large audiences. Low cost.

Visual impact

Blanket coverage

Versatility

Frequency and repetition

Large audiences. Low cost.

Visual impact

Blanket coverage

Versatility

Out-of-HomeOut-of-HomeStrengths & Weaknesses:Strengths & Weaknesses:

Various formats. Special audiences.

Inexpensive Affordable frequency Affordable production

Reaches mobile market Scheduling & creative

flexibility Immediacy

Various formats. Special audiences.

Inexpensive Affordable frequency Affordable production

Reaches mobile market Scheduling & creative

flexibility Immediacy

Radio is cluttered

Radio is cluttered

RadioRadioStrengths & Weaknesses:Strengths & Weaknesses:

Radio spots are fleeting

Radio spots are fleeting

Impact Market coverage Intrusive Flexible Cost-efficient

(CPM) Prestigious

Impact Market coverage Intrusive Flexible Cost-efficient

(CPM) Prestigious

Fleeting Expensive

Big shows. Big Bucks.

Production can be

expensive Best shows have

limited availability

Fleeting Expensive

Big shows. Big Bucks.

Production can be

expensive Best shows have

limited availability

TelevisionTelevisionStrengths & Weaknesses:Strengths & Weaknesses:

Geographic flexibility Inexpensive Varied programming.

Specialized audiences. Upscale audiences

Wide variety of ad formats

Geographic flexibility Inexpensive Varied programming.

Specialized audiences. Upscale audiences

Wide variety of ad formats

Low ratings Reporting is

inadequate

Low ratings Reporting is

inadequate

Cable TVCable TVStrengths & Weaknesses:Strengths & Weaknesses:

Building

BuildingMedia Plan:Media Plan:

TheThe

Building The Media Plan:


Successful media planning is the task of selecting and

scheduling media that will reach as many of the

target audience as frequently as possible for the least amount of cost.

Successful media planning is the task of selecting and

scheduling media that will reach as many of the

target audience as frequently as possible for the least amount of cost.


Building The Media Plan: The Media Plan is…

a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed, flexible, developed before the buy.

The Media Plan is… a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: Goal-Oriented - increase sales/share Make sense - effective/efficient Manageable - can be executed, flexible, developed before the buy.



Media Objectives WHAT your Media Plan hopes to achieve

Media Strategies HOW the Media Objective will be implemented

Media Objectives WHAT your Media Plan hopes to achieve

Media Strategies HOW the Media Objective will be implemented



Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis

Evaluation & Analysis Planning Media Objectives Media Strategies The Media Buy Post-Buy Analysis


Building The Media Plan: Evaluation & Analysis

Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity

Evaluation & Analysis Seasonality Brand History Budget Purchase Cycle Prime Prospect Geography Competition Promotional Activity



Evaluation & Analysis Evaluation & Analysis + Problems & Opportunities Similar to Situation Analysis

SWOT Analysis

Becomes foundation for…

+ Problems & Opportunities Similar to Situation Analysis

SWOT Analysis

Becomes foundation for…The Media PlanThe Media Plan


Building The Media Plan: Planning Media Objectives Planning Media Objectives

Target Audience Seasonality Geography Reach & Frequency

Target Audience Seasonality Geography Reach & Frequency



Target Audience Profile Target Audience Profile Demographics Product Usage (Heavy/Med/Light)

Media Usage PMN - Personal Media Network

Media Consumption Core Audience Aperture

(Time/Place/Circumstance)

Demographics Product Usage (Heavy/Med/Light)

Media Usage PMN - Personal Media Network

Media Consumption Core Audience Aperture

(Time/Place/Circumstance)



Seasonality Seasonality Seasonal sales

Media Efficiency Competitive media presence

Promotions Scheduled

Seasonal sales

Media Efficiency Competitive media presence

Promotions Scheduled



Geographic Considerations Geographic Considerations Distribution

National/Regional/Local Budget

National/Regional/Local Competition

Offensive or Defensive Strategy? Sales by Market

Distribution National/Regional/Local

Budget National/Regional/Local

Competition Offensive or Defensive Strategy?

Sales by Market



Reach and Frequency Reach and Frequency Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition

Consumer Motivation Purchase Cycle Purchase Decision Message Complexity Ad Effectiveness/Memorability Commercial Length Time of Day/Attention Competition



Planning Media Strategies Planning Media Strategies Nature of Media/Message Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that don’t fit Brand

Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad

Nature of Media/Message Media Strength/Weakness Media Efficiencies - CPM Eliminate Media that don’t fit Brand

Consider Selling Environments National vs. Local Spending Scheduling Strategies Synergy between Media/Ad



Planning Media Strategies Planning Media Strategies Media Efficiencies - CPM Media Efficiencies - CPM

CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media.

The following is a comparison of cost-efficiency for reaching Women 18-49

CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media.

The following is a comparison of cost-efficiency for reaching Women 18-49


Building The Media Plan: CPM - Women 18-49 CPM - Women 18-49

Network Radio :30 2.81Day Network :30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication :30 13.29Evening News :30 17.80Prime Network :30 18.31

Network Radio :30 2.81Day Network :30 5.35Cable TV :30 6.05Print 4-color page 7.67AM Network :30 11.14Late Night :30 12.22Syndication :30 13.29Evening News :30 17.80Prime Network :30 18.31



Planning Media Strategies Planning Media Strategies Scheduling Strategies Scheduling Strategies

Four Types of Ad Schedules: Four Types of Ad Schedules:



The Media Buy (Implementation) Buying - a separate function

Involves tough-minded negotiating Involves long-term relationships

Media Buying Services Growing field - specialists Part of “unbundling”

The Media Buy (Implementation) Buying - a separate function

Involves tough-minded negotiating Involves long-term relationships

Media Buying Services Growing field - specialists Part of “unbundling”



Post-Buy Analysis Measure actual performance

Media makes “guarantees” Involves large amount

If below guarantee, media must provide a “make-good.”

And, if you do a good job…

Post-Buy Analysis Measure actual performance

Media makes “guarantees” Involves large amount

If below guarantee, media must provide a “make-good.”

And, if you do a good job…



You Get to Do It Again Next Year!

You Get to Do It Again Next Year!

Media Planning:Media Planning:

New importance of the media function “Unbundling” = New Media Agencies New Global Relationships

Mega-brands and mega-agencies Growing # of media choices means

growing need for media planning

Development of “account planning” style media planning

New importance of the media function “Unbundling” = New Media Agencies New Global Relationships

Mega-brands and mega-agencies Growing # of media choices means

growing need for media planning

Development of “account planning” style media planning

A New RevolutionA New Revolution


“It will be more challenging to work in advertising in new media…

it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”

Jayne Spitler, Leo Burnett/StarCom

“It will be more challenging to work in advertising in new media…

it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”

Jayne Spitler, Leo Burnett/StarCom



“The creative people and the media people must intertwine their

work as much as possible. They have to understand the overall project is part of a targeting process.”

David Martin, CEO/Penta-Com

“The creative people and the media people must intertwine their

work as much as possible. They have to understand the overall project is part of a targeting process.”

David Martin, CEO/Penta-Com



“In a rapidly changing media world, an understanding of the consumer/ media relationship is of fundamental importance to the process.”

Andy Tilley. Zenith Media

“In a rapidly changing media world, an understanding of the consumer/ media relationship is of fundamental importance to the process.”

Andy Tilley. Zenith Media



“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”

Keith Reinhard, Chmn DDB

“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”

Keith Reinhard, Chmn DDB


&&Questions Discussion:Questions Discussion:

Documents

The Marketing of Messages