Donald Nekman

1
DonaldNekman
2

• How readers use their magazines?
• And how do we communicate this
• to advertisers and agencies?
• Donald Nekman
• DNCC, Rådhuspladsen 45,5, DK 1550 Copenhagen V
• Tel [phone] . Fax [phone]
• E-mail donald_at_nekman.dk

3
Donald Nekman
Communication consultant marketing and media
strategies, coaching and teaching National and
international advertising agencies with client
service, media planning, creative areas, and
general management. Founding partner of PRO
Advertising later Euro RSCG Copenhagen in 1980
and general manager until 2000. Consultant to
DMU, Danish Magazine Publishers since 1978
responsible for the promotion of the advertising
qualities of the media.
4
An abundance of knowledge

• Years of research and findings have been
• Presented
• Published
• Advertised
• Discussed
• Acknowledged
• And.
• The results??

5
The strategic media process

• Crucial for ROI
• But
• Often decided in a split second
• Based on feelings and intuition
• Or just a catching creative idea

6
The dilemma

• Since we cannot compare apples and oranges
• Many advertisers and agencies just discard
  spending time on this part of the process
• The split between creative agencies and media
  agencies weakens the integrated holistic planning

7
The players

• The advertiser
• The media agency
• The creative agency
• Account planning
• Creatives

8
The challenge

• How to get deep contact with these important
  decisionmakers?
• How to involve them and generate the basis for a
  change in behavior?
• How to teach them the knowledge and make sure
  that established facts are actually taken into
  consideration?

9
The need for a new approach

• We must offer something new and different
• Desirable for both the employee and the agency or
  advertiser
• With special VIP treatment
• And personal prowess
• Leading to larger affinity to magazines

10
The solution
11
The sponsors

• Dansk Magasinpresses Udgiverforening
• (Danish Magazine Publishers)
• Objective
• Create a larger total market
• - so there is a bigger cake to share!

12
(No Transcript)
13
Magazine Academy is..

• The magazine publishers contribution to
• Professionalising the media and communication
  industry
• Support the educational standard of the people of
  the business
• Spread and implement internatioanl experience,
  and findings

14
The context

• Strong emphasis on
• Independance
• Quality
• General views (extremely SOFT selling)
• High level participation
• VIP effect

15
The format

• 5 full days
• 1 per month from April to September (excl. July)
• Out of office no phones !
• Active participation
• Case stories
• Group work
• Best practice
• Discussions

16
The flow
Selecting the media groups
The characteristics of the media
Measuring the effect
ROI Sales modelling and economy
17
The participants 2004

• 2 groups each with 30 participants
• Mixed background
• Media agencies
• Advertisers
• Participants from the publishers
• Selected by the publishers in collaboration with
  management of media agencies

18
Speakers

• Mainly NEW people from abroad
• Sharpens the interest
• Openmindedness
• No preprepared thoughts or feelings
• VIP effect
• Credibility
• Gives the opportunity to get in depth with the
  UNIVERSAL findings which are unchanged across
  borders

19
A day at Magazine Academy

• Opening
• Key speaker initial presentation
• Group work on assignment/case based on subject
• Plenary presentations
• Presentation of case stories and results from
  research
• Discussion of the relevans for the Danish market
• Summing up
• List of references

20
And the effect afterwards

• Website
• Closed
• Area
• More
• Information

21
Session the media outlook

• Jens Carsten Nielsen, Copenhagen Business School
• Gordon Pincott, Millward Brown UK

22
Media landscape
23
Differences within media
TV Channels
Sky One
The Simpsons
X Files
24
The Media Multiplier
Multiple media working together to achieve a
greater return

• Reach
• Contact distinct parts of an audience using
  different channels
• Resonate
• Extend the impact of TV campaign by echoing it in
  a less expensive channel
• Magnify
• Increase the impact of advertising by presenting
  it through a number of channels

25
Session the media relationship

• Ole E. Andersen Danish Advertising School
• Affinity
• Editor in Chief Henrik Qvortrup
• Editor in Chief Jens Henneberg
• The concept of selected magazines

26
The readers reality

• All media also magazines are an interface to
  create reality in our brain
• The more areas of the brain you speak to, the
  better stimulation and reception of the message

Left Text Details Language Step for
step Analytical
Right Pictures Holistic Intuition Overview Emotion
s
27
Presentation to the edge
28
Session Reach and frequency

• Tim Foley PointLogic UK

29
What Happens When You Buy 800 GRPs?
How much of the budget is spent on each of these
groups?
of budget/TVRs
Large proportions of TV budgets are spent on
people seeing high numbers of commercials
Number of ads seen
30
How Much of the Spend Is on Target
of budget/TVRs
For this example, any TVRs that contribute to
exposures of 2-5 are on target
31
Session the consumption of media

• Tim Lucas, White Lodge

32
How do consumers use Media?
Information Needs
Cultural Needs
1. Instrumental 2. Analysis 3. Enlightenment 4.
Self Enhancement
5. Ritual 6. Default 7. Relaxation 8.
Entertainment 9. Escapism
Source Henley Centre
33
Truth and Theory - recency theory
Advertising should try to reach as many target
consumers as possible in as many weeks as
possible. Recency theory challenges our
traditional view of effective frequency. A
single exposure (reach) is more valuable than
repeated exposure in the 7 days before purchase
(STAS). In the short term, reach is cost
effective repetition is wasteful.
34
Session ROI and effect

• Peter Kloprogge, The Netherlands

35
Modelling for channel planning

• The value of each contact depends on
• The channel
• The desired effect of the contact in combination
  with the creative material
• The consumer (segment)
• Other communication activities
• Frequency levels

The value of each contact is represented by
Response Curves
Effect
Frequency
The curve shows the potential and speed of using
channels
36
Modelling for channel planning
And finally, different consumer segments
37
(No Transcript)
38
Satisfaction with the programme

• Average on a scale 1- 10
• 7,47

39
Will you recommend a friend or collegueto
participate?

• Yes, definitely 37,50
• Yes, possibly 37,50
• Neutral 18,75
• No 6,25

40
Magazine Academy 2005

• Starting now

41
(No Transcript)