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Media Characteristics and Planning. MKT 846 Professor West. Agenda. Big Picture Planning How do you decide what media are most appropriate? Where and how often do you want your message heard? What other options are there besides making a big splash on television?
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Media Characteristicsand Planning MKT 846 Professor West
Agenda • Big Picture Planning • How do you decide what media are most appropriate? • Where and how often do you want your message heard? • What other options are there besides making a big splash on television? • Testing your skills continued
Nontraditional Approach… • BMW’s re-launch of the Mini Cooper in 2002 • “Giving a small car big 'tude: cute enough for kids to ride, small enough to fit on top of an SUV and sexy enough to be a Playboy centerfold, the new BMW Mini launched with many guerrilla twists and turns.” Brandweek
Nontraditional Approach… • BMW’s re-launch of the Mini Cooper in 2002 • Kerri Martin was assigned to be the guardian of the brand’s soul. She refused to consider a traditional launch for the car. Instead she looked for novel ways to “create buzz” about the brand. • Target Market: People who see themselves as risk takers, nonconformists, and adventure seekers. These individuals were not defined by their age but by their spirit. • Objectives: Reach 25% brand awareness within one year, and sell 20,000 cars.
Non-traditional Approach… • Magazine ads broke the mold, forcing sellers to invent new rate cards. • Ads appeared Auto Week and Rolling Stone, in which the magazines' binding staples were center-stripe orange to accentuate the visual of faint tire tracks. To show how Mini's handling inspires risk-taking, marketers went so far as to insert real motion sickness bags. • Mini is the first automobile to actually win bragging rights as Playboy's Playmate of the Month in June. Ads ran biographical photos of Mini's "youth" in London, complete with cartoons on the flip-page.
Results • In the six months preceding the launch, the website registered 210,000 leads. • 55,000 visitors signed up to receive the e-mail newsletter • Brand awareness levels went from zero to 25% in nine months, and up to 67% by June 2003. • Exceeded its sales goal, with 24,590 cars sold in nine months.
How nontraditional tools work? Visibility/Exposure “Buzz” Word of Mouth Missionary Advocacy Virtuous Cycle of Excitement for the BrandWord-of-Mouth Infatuation Sales/Purchase
How nontraditional tools work? Desired End-State: Purchase Possible End-State: Brand forgotten Time Phase I Phase II Point of “infatuation” Excitement Generating excitement, buzz, visibility
Four Step Planning Process Questions to Ask Tools/Sources for Answers
Media Targeting: • Category Development Index • Measures the relative consumption rate in a market for a particular category. Average consumption per HH in CDI = a specified market X 100 Average consumption per HH nationally • Values above 100 are higher than average and below 100 are lower than average. • CDI informs marketers where they will get their best return on media dollars
Media Targeting: • Brand Development Index • Measures the relative development in a market for a particular brand. Average consumption of brand A BDI = per HH in a specified market X 100 Average consumption of brand A per HH nationally • Values above 100 are higher than average and below 100 are lower than average. • CDI informs marketers where they will get their best return on media dollars
Media Profiles: • Media Kits • Mediamark Research Inc. (MRI) • Gallup & Robinson
Sample MRI Report http://www.mriplus.com
Media Objectives: • Reach = the percentage of a specified audience having the opportunity to be exposed one or more times to a particular communication vehicle within a specified time period • Targeted Reach = the portion of a vehicle’s audience that’s in the brand’s target market • Frequency = the average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time period. • GRP = reach times the average number of exposures during a specified time period. • Targeted Gross Rating Points = the number of GRPs delivered against just the targeted audience.
How Many Exposures is Necessary? Total Exposure versus Effective Exposure Reach Excessive Exposure Effective exposure Number of Exposures
How Many Exposures is Necessary? • Variables determining the brand message impact • Complexity of the message • Attention value of the medium • Attention grabbing power of the message • Consumer involvement and message relevance • MC objectives • The role of personal influence • Share of voice
Four Step Planning Process Questions to Ask Tools/Sources for Answers
How to accomplish your objectives • Consider the buyer decision process • AIDA • Mass media are used to create attention and maintain brand awareness • At the desire and action stage, interactive media deliver a more personal message with greater impact • Media tools are used to make objective cost comparisons among options • Cost per thousand (CPM) = Cost x 1,000 Circulation/Reach
