Media Assignments

1
Media Assignments

• Hand in and discussion

2
Quiz

• Chapters 9-10-11
• Heavy on Ch. 11
• Bring a calculator!

3
Media

• The Aperture Concept
• Aperture when consumers are most receptive to a
  brand message.
• The goal reach the right people at the right
  time with the right message.

4
Reach/Frequency Strategies

• Low reach/High frequency
• High reach/Low frequency
• Medium reach/Medium frequency

5
Reach vs. frequency

• An age-old debate.
• In some schools of thought, one is an effective
  frequency level.
• Meet John Philip Jones

6
The greatest commercial ever made
7
Who am I?
8
The Second Greatest
9
High frequency or reach?
10
Page 323

• The goal of media planning is to maximize
  efficiency

11
Sheehans 4th Law

• The goal of media planning is to maximize
  efficiency and impact.
• Impact Efficiency /Impact
• Goal /Impact, across time

12
Scheduling Strategies

• Timing strategies When to advertise?
• Seasonality, holidays, days of the week, time of
  day
• Lead time time between thinking about purchase
  and purchasing also refers to production time to
  get an ad in a medium
• Duration How long?
• Advertisers cant afford to cover the entire year
• If the period is too short, the message may not
  have sufficient impact
• If the period is too long, the ads may suffer
  from wearout
• Continuity How often?
• How advertising is spread out over the length of
  the campaign
• Continuous strategy spreads ads evenly over
  campaign period

13
Scheduling Strategies

• Flighting strategy
• Alternating periods of intense advertising
  activity (bursts) and no advertising (hiatus).
• Pulsing strategy
• Advertising is intensified (peaks) before an
  aperture and reduced to lower levels (valleys)
  until the aperture reopens bursts of activity.

14
Where to spend your money.Geography

• CDI Category Development Index
• of sales/ of population
• BDI Brand Development Index
• of brand sales/ of population

15
IF

• There is a CDI of 122 and you have a BDI of 87,
  what does it mean?
• There is a CDI of 95, and you have a BDI of 116,
  what does it mean?
• Should you spend more money (heavy up) in high
  or low BDI markets?

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(No Transcript)
17
Some Final Thoughts on Media
18
If more people are turning out commercials, what
can be done about it?

• What are some strategies?

19
Back to the Future

• The Wonderful World of Disney
• Mutual of Omaha's Wild Kingdom

20

• Bewitched Chevrolet
• Bewitched Quaker

21
Content Wraps
22
Product Placement
23
Product Placement vs. Product Payment
24
Media Industry Trends

• Engagement guarantees
• The captivating quality of media to grab and hold
  attention.
• Brand Touch Points
• Merchandising and co-op.

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Branded Content-Absolut
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The Media Budget

• The size of the budget greatly affects media
  decisions
• Local vs. national
• TV vs. radio
• At the end of the planning process, the media
  planner develops a pie chart showing media
  allocations

28
IMC Media and Contact Point Planning

• IMC considers all important brand contact points,
  not just traditional mass media and advertising.
• See www.prenhall.com/moriarty for a list
• Contact Point Planning
• Identify a wide variety of contact points for
  achieving goals
• Implement integrated communication programs that
  eliminate waste

29
Global Media Strategies

• Global media do not currently exist.
• Advertisers must deal with different networks and
  different vehicles in different countries.
• Despite regional limitations, satellite
  television gives advertisers the opportunity to
  deliver unified messages across continents.
• North American, European, Asian, and Latin
  American cable companies offer international
  networks.

30
Major Sections of a Media Plan

• Objectives
• Strategic plan development consumer insights
• Key media strategies

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The Central Role of Media Research
34
Functions of a Media Buyer
35
Creative Execution

• Assignment and Rubric

36
Media Planning Trends

• Unbundling Media Planning and Buying
• Agencies media departments have become separate,
  independent profit centers and can work for the
  agencies competition, and compete with agencies
  for the planning function.
• Online Media Buying
• Goggle's Adwords and eBays Media Marketplace are
  selling Internet advertising online.
• Zimmerman (advertising agency) sells advertising
  online for a number of media including print,
  radio, direct mail, in-store ads, and the
  Internet.
• New Forms of Media Research
• Online media research (hits and clicks) dont
  measure impact.
• Traditional media monitoring systems dont
  address new ways media is used and systems like
  TiVo and interactive TV.
• Most media research measures independent media,
  not the effectiveness of combined media.

37
Google AdWords

• With Google AdWords, you create your own ads and
  choose keywords (words or phrases related to your
  business). When people search on Google using one
  of those keywords, your ad may appear next to the
  search results. People can then click your ad to
  make a purchase or learn more about you.

38
eBay Media Marketplace

• Called A New Approach to Offline Advertising,
  The eBay Media Marketplace offers advertisers a
  place to make planned buys in the national cable
  TV market and last-minute buys on radio in all
  300 top U.S. radio markets.