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Basic Components (see Media Workbook #26)

Topic: Media Objectives. Basic Components (see Media Workbook #26). 1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired 2 . Continuity (advertising timing pattern) 3. Specification of Targets (primary, secondary)

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Basic Components (see Media Workbook #26)

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  1. Topic: Media Objectives Basic Components(see Media Workbook #26) 1.Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired 2.Continuity (advertising timing pattern) 3. Specification of Targets (primary, secondary) 4. Special Geographic Emphasis (national vs. spot or national with regional/spot-heavy up) Also basic are: • Restrictions/Implications from Budget, Creative Strategy, Sales promotion

  2. Topic: Media Objectives 1. Reach, Frequency, ER, EF (and GRPs, GIs) a. Specify reach and frequency, (and GRP) goals desired for each month or each flight or each quarter or overall campaign period on average e.g., January: R = 80%, F = 5 Quarter 1: R = 80% F = 7 Overall campaign R = 70%+, F = 6

  3. Topic: Media Objectives 1. Reach, Frequency (and GRPs) b. Example of Reach and Frequency Goals • Achieve a minimum reach level of 80 with adults women aged 35-54 during the two introductory months • Maintain at least 50% reach in each advertising period and maximize when sales promotion runs (in February and October) • Maximize reach and frequency during sales peaks (September – November)

  4. Topic: Media Objectives Basic Components Definitions Reach and Frequency • % of different targets or households exposed to a vehicle or schedule at least once over a specified (typically 4-week in broadcast) period = Reach • average # of times the reached households or target are exposed to a schedule over a specified (typically 4-week in broadcast) period = Average Frequency

  5. Topic: Media Objectives Basic Components GRPs and GIs Both indicate gross delivery of (ad or vehicle) exposures • Gross Impressions (Gis) are expressed as an absolute number e.g., 240 million GIs • Gross Rating Points (GRPs) are expressed as a percent (of total population or) target population e.g., 2400 GRPs

  6. Topic: Media Objectives Basic Components 1. Reach, Frequency (and GRPs) d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors • Reach • Decided according to the awareness level (goal) set -- e.g., 2400 GRPs/80% reach  70% awareness? • Set equal to or higher than the main competition

  7. Topic: Media Objectives Basic Components 1. Reach, Frequency (and GRPs) d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors • Reach • Emphasized When anything new is introduced • - new distribution, new product features, new ad copy, new sale promo, new packaging, new marketing/advertising objectives

  8. Topic: Media Objectives Basic Components 1. Reach, Frequency (and GRPs) d. How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors • Frequency • Emphasized When the competition is intense The question is: how much frequency is necessary

  9. Topic 3-1A: Media Objectives B. Basic Components 1. Reach, Frequency (and GRPs) d. How to Set Reach and Frequency Goals • Other Marketing Factors to Consider: • Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget

  10. Topic: Media Objectives Basic Components d. How to set reach & Frequency Goals Product Life Cycle (PLC) • For products in the introductory stage of product life cycle, __________ tends to be more important. • e.g. Toyota Matrix, Reach • For established products in later life cycle stages such as maturity stage __________ tends to be more important. • e.g. Tide, Pillsbury Cookie Dough, Coca Cola Frequency

  11. Topic: Media Objectives d. How to set reach & Frequency Goals Breadth of Target Market • If target is broadly defined demographically or geographically, _________ would be more important. Reach Frequency • If target is narrowly defined, __________ would be more important.

  12. Topic: Media Objectives d. How to set reach & Frequency Goals Purchasing Cycle (PC) • For products with short PC (e.g., ), _________ may be more important; For products with long PC (e.g., ), _________ may be more important. Frequency Reach

  13. Topic: Media Objectives D. How to set reach & Frequency Goals R/F objectives must also give adequate consideration to: budget, promotional needs, stage of the campaign

  14. Topic: Media Objectives Basic Components E.Setting Effective Reach and Frequency • The number or a range of exposures required to produce a desired impact (e.g., sales, brand awareness, brand liking,..) -- 3+, 4+, 3-10, = Effective Frequency • Number or % or targets exposed the required number of times = Effective Reach

  15. Topic 3-1A: Media Objectives 1. Reach, Frequency (and GRPs) F. How to Set Effective Reach/Frequency Goals • Joseph Ostrow’s Model (pp. 249-252): • Marketing Factors, Copy Factors, Media Factors May discard some of Ostrow’s categories and add your own categories (see GS #21)

  16. Topic: Media Objectives 2. Continuity a. Three Basic Continuity Strategies: Continuous: Flighting: Pulsing: advertising effort remains relatively constant throughout advertising effort varies over the campaign period, with some periods of time receiving no advertising ("HIATUS") advertising effort is notably varied with some advertising during every period

  17. Topic: Media Objectives 1. Continuity b. How to determine continuity strategy • Factors to consider • Seasonality of Sales • Purchase Cycle • Product Life Cycle • Budget • Others – Competition, Ad Goals,

  18. Topic: Media Objectives 2. Continuity Continuous: Flighting: Pulsing: • When Is Each Continuity Strategy Useful? Short PC, Mature PLC, Reminder Campaign Goals, Lack of Brand Loyalty , Media Discounts, Better Vehicle Choices & Ad Positions, Intense Competition, Seasonal Products or with Limited Budget, Long PC, Ability to Build Frequency/Familiarity for a Short Time, Introductory PLC Best, safest approach for products sold year round, those with distinctive seasonality of sales, Intense Competition,

  19. Topic: Media Objectives 1. Continuity • Other Consideration in Ad Scheduling • When sales are greatest or lowest • When competitors advertise

  20. Topic: Media Objectives 3. Putting the R/F components Together • Budget Recap Table

  21. Topic : Media Objectives D. Budget Re-Cap (Example)

  22. Topic: Media Objectives B. Basic Components Example: Time Period Media Goals Reach Frequency GRPs Cal.(R X F X Months.) 1. Jan / Feb 2. Mar / Apr 3. May 4. Jun / Jul / Aug 5. Sep / Oct / Nov 6. Dec 80% (Hi) 60% (Med) -- 50% (Med) 80% (Hi) -- 5 (Med) 7 (Med) -- 3 (Lo) 9 (Hi) -- 800 840 0 450 2160 0 80 X 5 X 2 mo. 60 X 7 X 2 mo. -- 50 X 3 X 3 mo. 80 X 9 X 3 mo. -- Campaign Ave.= Total GRPs=

  23. Topic: Media Objectives B. Basic Components 3. Putting the Basic Components Together Critical Thinking Questions • What could be some of the reasons for the low reach/frequency goals in Period 4? How about “hiatus’ in May and December? • How do you calculate campaign average?

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