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Wed. 10/2 – “Mission Possible” Identifying your Value Proposition 5:30pm | McColl 2575

Raise Your S tartup IQ. Wed. 10/2 – “Mission Possible” Identifying your Value Proposition 5:30pm | McColl 2575 Tue. 10/8 – “Agents of Change” Turning your Ideas into Reality 5:30pm | McColl 3500 Wed. 10/23 – “Cracking the Code” Getting Customer Traction w/$0 Marketing

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Wed. 10/2 – “Mission Possible” Identifying your Value Proposition 5:30pm | McColl 2575

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  1. Raise Your Startup IQ Wed. 10/2– “Mission Possible” Identifying your Value Proposition 5:30pm | McColl 2575 Tue. 10/8– “Agents of Change” Turning your Ideas into Reality 5:30pm | McColl 3500 Wed. 10/23– “Cracking the Code” Getting Customer Traction w/$0 Marketing 5:30pm | McColl 2575 Wed. 11/6– “Making Your Case” Delivering an Effective Venture Pitch 5:30pm | McColl 2575 @unc_challenge www.carolinachallenge.org

  2. How do media work? Chapter 9 Media Planning & Buying in the 21st Century

  3. Leading Theories Media Planning & Buying in the 21st Century ARF Response Model Effective Reach Recency Share of Voice/Share of Market Purchase Funnel Engagement

  4. “If you don’t know where you are going, any road will get you there” -- Cheshire Cat Media Planning & Buying in the 21st Century

  5. 1. ARF Response Model Media Planning & Buying in the 21st Century Progression of media effects (1961) Media should only be compared on the same level of the model. Revised in the 2000s to reflect the introduction of digital and new media.

  6. Vehicle Access ARF Response Model2002&2010 Opportunity to see Eyes-on / Ears-on Ad Attentiveness Ad Processing Impact Advertising Response > Brand Access Sales Response Media Planning & Buying in the 21st Century > Loyalty Response / LTV

  7. 2. Effective Reach Media Planning & Buying in the 21st Century • A target audience must be reached often enough to elicit a response, but not too often. • ANA guidelines: 3-10 times (advertising exposure, not vehicle exposure).

  8. Rationale for Effective Reach: memory decay; need for reinforcement Media Planning & Buying in the 21st Century

  9. Zielskie’s Research Media Planning & Buying in the 21st Century

  10. Adstock Media Planning & Buying in the 21st Century Also known as “carryover” effect Suggests that there is long term building of awareness and other measures of advertising effects Each successive exposure builds incremental awareness

  11. A Plan Based on Effective Reach Media Planning & Buying in the 21st Century

  12. Luxury Car Effective Reach Plot Source: http://audiencewatch.nielsen.com/data/help/glossary/reacheff/index.htm Media Planning & Buying in the 21st Century

  13. 3. Recency Media Planning & Buying in the 21st Century • Challenges the foundations of Effective Reach • Belief that advertisements and promotions are most effective when they air immediately prior to the time of decision, • influence of ad exposure diminishes with time. • Examples: • Fast food • Movies

  14. 4. Share of Voice Media Planning & Buying in the 21st Century

  15. 5. Purchase Funnel Media Planning & Buying in the 21st Century

  16. 6. Engagement Media Planning & Buying in the 21st Century Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising or sponsorships.

  17. Media Planning & Buying in the 21st Century

  18. For next time Read Chapter 10: Target Audience

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