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Media Assignments

Media Assignments. Hand in and discussion. Quiz. Chapters 9-10-11 Heavy on Ch. 11 Bring a calculator!. Media. The Aperture Concept Aperture: when consumers are most receptive to a brand message. The goal: reach the right people at the right time with the right message.

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Media Assignments

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  1. Media Assignments Hand in and discussion

  2. Quiz Chapters 9-10-11 Heavy on Ch. 11 Bring a calculator!

  3. Media The Aperture Concept Aperture: when consumers are most receptive to a brand message. The goal: reach the right people at the right time with the right message.

  4. Reach/Frequency Strategies • Low reach/High frequency • High reach/Low frequency • Medium reach/Medium frequency

  5. Reach vs. frequency • An age-old debate. • In some schools of thought, one is an effective frequency level. • Meet John Philip Jones

  6. The greatest commercial ever made

  7. Who am I?

  8. The Second Greatest

  9. High frequency or reach?

  10. Page 323 “The goal of media planning is to maximize efficiency”

  11. Sheehan’s 4th Law “The goal of media planning is to maximize efficiency and impact.” Impact Efficiency = $/Impact Goal: $/Impact, across time

  12. Scheduling Strategies • Timing strategies: When to advertise? • Seasonality, holidays, days of the week, time of day • Lead time: time between thinking about purchase and purchasing; also refers to production time to get an ad in a medium • Duration: How long? • Advertisers can’t afford to cover the entire year • If the period is too short, the message may not have sufficient impact • If the period is too long, the ads may suffer from wearout • Continuity: How often? • How advertising is spread out over the length of the campaign • Continuous strategy spreads ads evenly over campaign period

  13. Scheduling Strategies • Flighting strategy • Alternating periods of intense advertising activity (bursts) and no advertising (hiatus). • Pulsing strategy • Advertising is intensified (peaks) before an aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity.

  14. Where to spend your money.Geography • CDI: Category Development Index % of sales/% of population • BDI: Brand Development Index: % of brand sales/% of population

  15. IF… • There is a CDI of 122 and you have a BDI of 87, what does it mean? • There is a CDI of 95, and you have a BDI of 116, what does it mean? • Should you spend more money (“heavy up”) in high or low BDI markets?

  16. Some Final Thoughts on Media

  17. If more people are turning out commercials, what can be done about it? What are some strategies?

  18. Back to the Future The Wonderful World of Disney Mutual of Omaha's Wild Kingdom

  19. Bewitched Chevrolet Bewitched Quaker

  20. Content Wraps

  21. Product Placement

  22. Product Placement vs. Product Payment

  23. Video Snippet Hasbro sends one cohesive message through several media to drive sales. Media Industry Trends • Engagement guarantees • The captivating quality of media to grab and hold attention. • Brand Touch Points • Merchandising and co-op.

  24. Branded Content-Absolut

  25. The Central Role of Media Research

  26. Functions of a Media Buyer

  27. Creative Execution Assignment and Rubric

  28. Media Planning Trends • Unbundling Media Planning and Buying • Agencies media departments have become separate, independent profit centers and can work for the agencies’ competition, and compete with agencies for the planning function. • Online Media Buying • Goggle's Adwords and eBay’s Media Marketplace are selling Internet advertising online. • Zimmerman (advertising agency) sells advertising online for a number of media including print, radio, direct mail, in-store ads, and the Internet. • New Forms of Media Research • Online media research (hits and clicks) don’t measure impact. • Traditional media monitoring systems don’t address new ways media is used and systems like TiVo and interactive TV. • Most media research measures independent media, not the effectiveness of combined media.

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