Planning for and Analyzing Advertising

Media

Media Versus Vehicles • Media are the general communication methods that

carry advertising messages—television, magazines, newspapers, and so on.

• Vehicles are the specific broadcast programs or print choices in which advertisements are placed.

• For example, television is the media, and ‘Indian Idol’

is the vehicle.

• Each medium and vehicle has a unique set of characteristics and virtues.

Media Planning

• “A plan of action to communicate a message to a target market a the right time, and right frequency.”

• The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost.

Media Planning

5-4

Advertising Plan IMCPlan

Media PlanObjectivesStrategiesExecution

CreativePlan

Media Brief

5-5

Media planners require essential information from the client.

1. Market Profile

2. Competitor Media Strategy

3. Target Market Profile

4. Media Objectives

5. Budget

Media Plan

5-6

“A document outlining how a client’s budget will be spent.”

Media Objectives

Media Strategies

Media Execution

Media Objectives

5-7

Who is the target market?

What is the message?

Where are the priority markets?

When is the best time to advertise?

How many, often, long?

Media Strategy

5-8

Numerous factors are evaluated and they are usually ranked based on priority.

• Target market and media matching strategy• Creative strategy influences media choices• Coverage decisions are based on the budget• Timing decisions are crucial for scheduling• Reach, frequency, and continuity priorities• Budget

Target Market Media Strategies

Profile- matching Rifle

Roadblock

Shotgun

Explain why road-blocking is not useful in rifle or profile-matching strategies.

Nature of Advertising Message

– Factual message • print & website

– Emotional message• broadcast, online video & website

– Promotional message • TV for awareness• Print, POP & website for details on how to enter

– Brand-name awareness • outdoor & transit

Selecting the Target Audience

Four major factors

(1) Buyographics

(4) Lifestyle/psychographics

(2) Geographic

(3) Demographic

Reach/Frequency/Continuity

• Reach– How many?

• Frequency– How often?

• Continuity– How long?

• How flexible is the plan? Can it be altered?

Hypothetical Frequency Distribution for Baleno Advertised in TOI

Target Audience Member

Week 1 2 3 4 5 6 7 8 9 10 Total Exposures

I X X X X X 5

II X X X X X 5

III X X X X X 5

IV X X X X X 5

Total Exposures

2 4 0 3 2 1 3 1 2 2

Summary StatisticsFrequency Distribution

Percentage (f) Percentage (f+) Audience Members

0 10% 100% 3

1 20 90 6, 8

2 40 70 1, 5, 9, 10

3 20 30 4, 7

4 10 10 2

Reach (1+ Exposure)= 90%Frequency= 2.2 (200/ 90)

ReachPercentage of target audience that is

exposed to an advertisement, at least once, during a certain time frame

(usually four weeks)

Reach Formula = # Individuals who saw the ad # Individuals in that area

= 9 or .9 10 = 90%

Frequency

– The average number of times an audience is exposed to a message over a period of time (week).

– Frequency Formula = Total Exposures Reach

= (1X 20) + (2X40) + (3X20) + (4X10) 90 = 200/90 = 2.2

GRPs refer to the weight of a media schedule against a pre-determined target audience.GRP = Reach (%) x Frequency

= 90 X 2.2

= 198

Gross Rating Points (GRPs)

The Concept of Effective Reach• How often does the target audience have an

opportunity to be exposed?• Effective reach is based on the idea that an

advertising schedule is effective only if it does not reach members of target audience too few or too many times

Effective Reach in Advertising Practice

• 3-10 exposures during a media-planning period (typically 4 weeks)

• Using multiple media• Subjective factors must be considered

Alternative Media Plans based on a Rs. 12 Mn Annual Budget and Four-Weeks Media Analysis

Plan A: TV (100%)

Plan B: TV (67%)Radio (33%)

Plan C: TV (50%)Magazines (50%)

Plan D: TV (67%)Outdoor (33%)

Reach (1+ Exp.)

69% 79% 91% 87%

Effective Reach(3+ Exp.)

29% 48% 53% 61%

Frequency 2.8 5.5 3.2 6.7

GRPs 193 435 291 583

ERPs 81 264 170 409

Cost per GRP Rs. 62, 176 Rs. 27,586 Rs. 41, 237 Rs.20,583

Cost per ERP Rs. 148, 148 Rs. 45, 455 Rs. 70,588 Rs. 29,340

Analyze these media plans????

Continuity, Engagement, & Flexibility

Continuity: – The length of time required to generate impact

on a target audience.

Engagement: – The degree of involvement a person has with the

media when they are using it.

Flexibility:– The ability to modify media spending plans

throughout the scheduled advertising period.

ContinuityHow advertising is allocated during the course of an

advertising campaign: how should the media budget be distributed?

Continuous advertising schedule: an equal number of ad dollars are invested throughout the campaign

Pulsing: some advertising is used during every period of the campaign, but the amount of advertising varies from period to period.

Flighting: the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

Advertising Flights

Recency Principle…Shelf Space Model

• Consumers’ first exposure to an ad for a brand is the most powerful

• Advertising primary role is to influence brand choice;

• Achieving high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

Cost considerations

Cost per Thousand (CPM)

Target Market (TM)

CPM= Cost of ad # of contacts (expressed in thousands)

CPM-TM= Cost of ad # of TM contacts

(expressed in thousands)

Budget Influence on Media Strategy

Media Mix:Primary &Secondary

Media

SelectiveMedia Usage

SmallBudget

LargeBudget

ReachFrequencyContinuity

Market CoverageTiming

Competition Media UsageType (Choice) of Media

Limitedstrategy

Flexiblestrategy

Media Scheduling

Even Skip

Pulse Seasonal

Blitz Build-Up

Media Execution

– Fine tuning the strategy and translating it into specific action plans.

• Media Selection Process

CNN-IBN, India

Today

The Coke Zero Planhttps://www.youtube.com/watch?v=YbNWV5lLsfw

• Campaign Target and Objectives-Primarily of adults ages 21-45-Present and Prospective diet soft-drink consumers-Campaign titled: ‘Great Taste Runs in the Family’-To increase coke zero sales by 10 %-To heighten consumers’ evaluations of the key product

benefit and image factors that influence brand choice in the category

Coke Zero…contd.

• Creative Strategy: to emphasize upon the fact that it tastes like regular coke (research reveals that a significant percentage of initial trial users of coke zero were motivated by the desire to have a diet soft drink that tasted like regular coke

Coke Zero: Media Strategy

• Why 25 second commercials vs longer commercial??