Lesson 8 MEDIA STRATEGY

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Lesson 8MEDIA STRATEGY
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Lesson 6 Content

• Media planning
• setting objectives
• media strategy
• Slovak Media Market

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Objectives
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Media PlanningDecisions Issues
WHERE?
WHAT TIME OF YEAR?
WHICH MEDIA?
HOW OFTEN?
HOW TO INTEGRATE?
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Media PlanningIncreasing Media Options
MORE COMPETITORS
RISING COSTS
CHALLENGES
MEDIA COMPLEXITY
GREATER AUDIENCE FRAGMENTATION
MORE MEDIA OPTIONS
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Media Planning Activities
SITUATION ANALYSES
MARKETING PLAN
ADVERTISING PLAN
SET MEDIA OBJECTIVES
DETERMINE MEDIA STRATEGY
SELECT MEDIA CLASSES
SELECT MEDIA WITHIN CLASSES
BROADCAST
PRINT
OTHER MEDIA
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Media plan

• groundwork
• developing the strategy
• targeting
• communication goals
• scheduling
• media selection

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Groundwork

• the brief
• the marketplace
• previous activity results
• competitive activity
• discussion with agency team
• understanding the other communication tools
• budget

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Media Brief
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Developing a Media Strategy
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Targeting
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Targeting
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Afinity

• Daily Newspaper
• 100 000 Sk
• for 1/1
• Daily Sport Newspaper
• 60 000 Sk
• for 1/1

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Communication goals
How much weight do we need?
Creative factors
Marketing factors
Media factors
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Marketing factors
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Creative Factors
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Media Factors
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Scheduling

• Consider
• seasonality
• purchase cycle
• promotions
• In an ideal world, we would advertise all year
  round!

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Scheduling
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Burst vs. Continuity
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Scheduling methods
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Scheduling
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Media selectionmedia mix

• What makes a good medium ?
• Consider the characteristics of each media
• See how they can contribute to the communication
  strategy
• e.g.
• sufficient coverage of the target audience ?
• sufficient use by the target audience ?
• enough frequency
• communication strengths / weaknesses
• competitive use
• clutter
• cost
• environment

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TV

• High reach (95 of population)
• Fast awareness builder
• Impact Creativity- visual, sound, motion
• Flexibility within a week, within a day
• Motivates business partners
• It is the most mass market medium of all,
  delivering huge numbers
• However, bought carefully it can be extremely
  effective and cost efficient
• Relatively low costs
• Prestige

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TV

• High absolute costs
• High production costs
• Difficult selective targeting
• Prevailing older and lower social classes
• Advertising clutter (in some seasons)
• Television is expensive to reach young and
  upmarket audiences in every market

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Newspaper

• Good reach
• High reach builder
• Loyal readers
• Authoritative environment
• Regional flexibility

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Newspaper

• Short lifetime
• Keeping awareness very costy
• Difficult to minimize waste
• quality of ad production
• Coverage without Nový cas decreasing very much

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Magazines

• Trustworthy environment
• Selective targeting, flexibility
• Synergy of content material and ads
• Quality of ads production
• Creative formats possibilities
• Trustworthy
• Longer lifetime
• Color
• Permanence
• Pass along readership

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Magazines

• Low coverage for some segments
• High CPT
• High clutter - lower effect
• Inability to deliver high frequency
• Lack of immediacy

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Radio

• It can be more targeted than television
• but the range of targeting is usually limited to
  age
• Reach and Frequency
• Often seen as a support or tactical medium
• Pleasant environment for listening (car, morning,
  swimming pool...)
• Cheap
• Flexibility of dayparts, days within a week,
  regionality

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Radio

• No visual effect - limitation to sound
• Background listening
• Segmented audience
• Frequency medium
• Reletively limited research

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Outdoor

• High effect - high reach and frequency
• Regional flexibility
• Fast coverage
• Good medium for light TV viewers
• everywhere - cant be switched off
• Traditionally held as a support medium
• but more and more used as stand-alone medium

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Outdoor

• High production costs
• High waste - problematic targeting
• Expensive whole nation coverage
• Limited content availability
• Minimal efficiency research
• Audience measurement
• Visual polution

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Cinema

• very young and upmarket audience across Europe
• the most homogenous medium in Europe
• the renaissance across Europe continues
• impact unquestionable
• low coverage medium due to infrequent visits

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Internet

• medium on the rise
• ATS increasing
• interactive medium
• immediate response
• selective targeting
• proximity to purchase

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Internet

• considered disturbing
• not standardized
• security and privacy
• ad blockers

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Basic concept of media planning
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Basic concept of media planning

• Most media plans evaluated on basis of reach,
  frequency, GRPs and CPMs
• however, there are other considerations
• E.g.
• what is the value of repeated exposures ?
• does the second or third exposure have the same
  effect as the first ?
• how about beyond three ?
• is the environment correct ?
• is there too much wastage ?

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GRPs

• What are they ?
• Gross Rating Point
• its a general media currency
• a measure of total exposures a given media budget
  can buy
• 1 GRP represents 1 of a specific demographic
  audience
• Thus, if a programme achieves a 20 All Adult 12
  GRPs, then 20 of all All Adults 12 watched that
  programme

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GRPs

• has individual elements of reach and frequency
• e.g. 50 reach at freq. of 5 250 GRPs
• ratings are summed to give an overall campaign
  achievement e.g. 250 GRPs
• this does not mean that 250 have seen the Ad,
  but possibly that 100 have seen it 2,5 times or,
  more likely, 50 have seen it 5 times

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Reach

• the number of your target audience who are
  exposed at least once to an Ad over a specific
  period of time
• normally expressed as a percentage
• e.g. 80 reach of all Adults
• even though a schedule consists of more than 100
  GRPs, not everyone will be reached
• some people will see the Ads many times
• others wont see the Ad at all

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Reach

• new product launch may require high reach
  strategy to spread the word quickly
• high reach () does not necessarily mean high
  numbers are reached
• e.g. France
• 50 reach of all Adults 14 c. 23 million
  people, but a 90 reach of all 15-34 Men c. 7.5
  million people.

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Average Frequency

• the average number of times the target is exposed
  to an Ad over a specific period of time
• e.g. 50 reach with frequency of 5
• also referred to as Opportunities to See (OTS)
• low understanding / awareness of brand would need
  a high frequency strategy to communicate message
• the more complex the message, the more frequency
  needed

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Reach and Frequency

• - used together to analyse alternative schedules
  to determine which produces the best results,
  relative to the media plans objectives.
• Example A B
• Prime Time spots 7 4
• Daytime spots 17 39
• Women 18-49
• Reach 80 50
• Frequency 5.1
  8.2
• - 2 alternative schedules. either one affordable
  within the budget
• - if reach was the priority then select plan A.
  Likewise, if frequency were more important then
  plan B would be more suitable

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Effective Frequency

• the optimum number of times an Ad is seen in
  order to generate a desired response
• e.g. effective frequency of 4 will promote trial
• e.g. optimum is 50 coverage at 4
• Some will see it more than 4 times, many will see
  it less than 4 times.

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Effective Frequency
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CPM

• the advertising cost required to reach 1,000
  defined people or homes
• used to compare and evaluate the cost-efficiency
  of media against a specific target group

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How to read a plan?