Advertising & IMC Strategy - Session 06

THE MEDIUM IS THE MESSAGE

Marshall McLuhan, 1964

“When your message can be communicated by merely

being placed in the appropriate media, then your advertising efforts are carried

with it a heavier effect in driving the business

objectives.”

Have you ever seen an ad and thought to yourself, “What a brilliant placement?”

To get the messages

at the RIGHT time

to the RIGHT people

in the RIGHT place

Planning Media Strategy (Disseminating the Message)

To make sound decisions, media planners must possess

creativitymarketing savvy analytical/ synthesis skill

Media planning requires that agencies clearly articulate

What content Where Which media When How often

The Challenge for Ad AgenciesClients want great ad (and ROI) with minimum budget

Increasing Media Options Increase Audience Fragmentation

1

It wasn't long ago that major advertisers could ensure a big audience by simply advertising on TV.

NOT ANYMORE.

Advertising can be found everywhere these days - even places where we least expect it.

Increasing Cost of Advertisement2

Increasing Complexity in Media Buying and Selling

3

VALUE-ADDED PROGRAMS TO PROVIDE EXTRA BENEFITS: Besides selling space or time at rate-card prices

or below, companies now offer reprints, merchandising services, special sections,

event sponsorships, and mailing lists.

Increasing Competition4

In a competitive environment, companies (ad agencies) usually compete for price.

The Media Planning Framework

SituationAnalysis

MarketingPlan

AdvertisingPlan

Set Media Objectives

Determine Media Strategy

Select Media Classes

Select Media within Classes

Media Planning Framework

MessageWeight

ExposureFrequency

X 10

ContinuityAudienceSize

AudienceReach

Message-Distribu-on Objec-ves

Should a small advertiser run a full-page ad once a month or a quarter-page ad once a week? Is it better to use a few 60-second commercials or many 15- and 30-second ones?

MARKETS MECHANICSMONEY MEDIA METHODOLOGY

MEDIA MIX (5Ms)

Definition of target audiences, How to weigh them?

MARKET

Budget for each medium Effect of Restriction

MONEY

Nature of the Message Media types to be used

MEDIA

Size, Timing, and Position of message units

MECHANICS

Reach, Frequency Continuity Goals

METHODOLOGY

Methods for Scheduling Media

ContinuousFlightingPulsing

Continuous

12 Weeks

60 sec video ad on facebook

Flighting

4 Weeks4 Weeks 4 Weeks

60 sec ad 60 sec ad

Pulsing

4 Weeks4 Weeks 4 Weeks

90 sec ad 60 sec ad30 sec ad

Additional Methods for Scheduling Media

BurstingRoadblocking

Blinking

Bursting

running the same commercial

every half hour on the same network during

prime time

Roadblocking

buying air time on all three networks

simultaneously

Blinking

flooding the airwaves on Sundays (on both cable and network TV channels) to make it

virtually impossible to miss the ads