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These slides cover the Media Strategy stage of the Percy and Elliott 5 stage Advertising Strategy process.
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Step 5 of the planning process… what the advertiser does
Out of Home
Media channels are…
The channel… the media that carries the advertising
…who the ad was exposed to
…it must be consistent with the objectives and ensure the campaign fulfils them
816 radio stations
25.7 million facebook users, 5.8 million twitter users
Visual Content Time to Process Message Frequency
TV Yes Short High
Radio Neo Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
Brand Awareness Recognition
Brand Awareness Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
Thinking Feeling
Level o
f Invo
lvemen
t
High
Lo
w
Informative (Thinker) Car – House - Furniture
Affective (Feeler) Jewelry – Cosmetics - Fashion
Model: Possible Implications Test: Media: Creative:
Learn – Feel – Do Recall, Diagnostics Long Copy, Reflective Specific Information, Demonstration
Model: Possible Implications Test: Media: Creative:
Feel – Learn – Do Attitude Change, Emotional Arousal Large Space, Image Specials Executional, Impact
Habit Formation (Doer) Food – Household Items
Self Satisfaction (Reacter) Cigarettes – Alcohol - Sweets
Model: Possible Implications Test: Media: Creative:
Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder
Model: Possible Implications Test: Media: Creative:
Do – Feel – Learn Sales Billboards, Newspapers, POS Attention
Rossiter-Percy planning grid...
Instead involvement is seen as purchase specific
Motivation
Informational Transformational
In
volv
emen
t
Lo
w
Hig
h
Fast Food
Holiday
Banking
Credit Card
…the demographic profile of the media used provides evidence of the likely target audience selected for the campaign.
TV… £4.16billion
Should reach a mass audience (ITV1 Prime Time) - target audience objective therefore wide, hence choice of media cost-effective in terms of reach and frequency. Regional?
When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)
How does this media relate to the type of message the advertising conveys?
Usually a combination of media: several channels and
then several vehicles within each channel
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via
EBSCO and Emerald) and on WARC using “advertising strategy” as your
search words.
