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4550: Media Strategy II

4550: Media Strategy II. Professor Campbell 3/17/05. Today’s Plan. Media Strategy: Three factors Effective Frequency & Reach. Three Important Factors. Continuity

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4550: Media Strategy II

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  1. 4550: Media Strategy II Professor Campbell 3/17/05

  2. Today’s Plan • Media Strategy: • Three factors • Effective Frequency & Reach

  3. Three Important Factors • Continuity • The distribution of exposures (over successive cycles), for the average target audience member, for the entire planning period • Reach • The number of different audience members exposed to a media vehicle at least once in a given period of time • Frequency • The average number of times those reached are exposed to a media vehicle in a given period of time

  4. Continuity

  5. Continuity • Continuous schedules have been found to be more effective than separate flights in driving brand sales

  6. GRPs Gross Rating Points (GRPs): The advertising “weight” that a media schedule delivers = Reach X Frequency

  7. GRPs Example • Schedule A 1 insertion/week in a weekly TV series TV series has a 40 reach rating What is the GRP for the month? • Schedule B 1 insertion in each of 6 shows with the following ratings 1: 30 2: 20 3: 25 4: 30 5: 25 6: 30 What is the GRP?

  8. Effective Frequency • The number of exposures necessary to predispose the typical target audience individual toward the brand, in the fashion reflected in the communication objectives (e.g., brand awareness, brand attitude). “Establishing frequency goals for an advertising campaign is a mix of art and science but with a definite bias toward art.” Joseph Ostrow, Exec. VP, Young & Rubicam

  9. Effective Frequency Herbert Krugman suggests that only three advertising exposures are necessary 1st exposure – “What is it?” 2nd exposure – “What of it?” 3rd exposure – “Oh yes, I should do that.”

  10. Wearout • When continued repetition of an advertising message results in the onset of “tedium” such that the message decreases in effectiveness.

  11. Establishing Frequency Objectives • Decide what minimum frequency goal is needed to reach the advertising objectives and what level of frequency is likely to lead to wearout • Estimate effective frequency by considering • marketing factors • message factors • media factors • Maximize reach at that frequency level

  12. Factors in Establishing Frequency Objectives Product Marketing Factors Brand Audience

  13. Factors That Influence Frequency Needs Content Execution Message Factors Campaign

  14. Factors in Establishing Frequency Objectives Media Factors Vehicle Attention Exposures Clutter

  15. Effective Reach • The number, or percent, of the target audience reached at (at least) the effective frequency level

  16. Effective Reach • The number, or percent, of the target audience reached at (at least) the effective frequency level • Effective reach should govern media tradeoffs and the media plan.

  17. Media Math Example Dodge Rambler Advertised in Rolling Stone Magazine Target-Audience Member Week A B C D E F G H I J Total Exposures 1 2 3 4 Total Exposure X X 2 X X X X 4 0 X X X 3 X X 2 X 1 X X X 3 X 1 X X 2 X X 2 5 5 5 5 Total Exposures Summary Statistics Frequency Distribution (F) Percentage F Audience Members

  18. Time of Day . All Dayparts Average Early Morning (‘til10:00 am) Daytime (10 - 4:30 pm) Early Fringe (4:30 - 8) Prime (8 - 11 pm) Late Night (11 - 1) Overnight Commercial Audience as % of Program Audience 75% 60 80 90 90 85 50 TV Ad Exposure

  19. Developing the Media Plan • Matching the most appropriate media to the target market • “Which 1) media and 2) media vehicles are best to get my message to my chosen target?” • “How do I maximize effective reach?”

  20. Reality... • Frequent use of secondary (index) data for setting target • Index number = 100 X % of users in demographic segment/% of pop • Demographic matching commonly used, with proxies for advertising exposure • Reach and frequency goals are often set on atheoretical bases • Media selected based on GRP, determined on the basis of media rating by demographics • Relative costs determined by cost per thousand, cost per rating point, etc.

  21. Goals... • Link media objectives to communication objectives • Maximize communication impact with budget

  22. Summary • Think about how many targets you want to reach, how often, and how smoothly over time • Generally speaking, want a continuous schedule • Avoid “wearout” • Estimate effective frequency • Market, media & message factors influence • GRP = Reach X Frequency • This number hides information that you want • Use frequency distribution • Maximize effective reach

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