& & The Marketing of Messages The Marketing of Messages 4 Chapter 10 Media

& & 4 Media Speak 4 Media Building Blocks 8Strengths & Weaknesses 4 Building The Media Plan 4 The Media Planning Revolution 4 Media Speak 4 Media Building Blocks 8Strengths & Weaknesses 4 Building The Media Plan 4 The Media Planning Revolution 4 Today we’ll cover… The Marketing of Messages

Media Speak Media Speak 4 Media/Medium/Vehicle 8 Media = collective noun 8 Medium = one type of media 8 Vehicle = single carrier 4 Media/Medium/Vehicle 8 Media = collective noun 8 Medium = one type of media 8 Vehicle = single carrier and sometimes media vehicles are vehicles…

Media Speak 4 Audience/Coverage/Composition 8Audience 3 number or % exposed to a vehicle 8Audience Coverage 3 number or % reached by a single insertion in a specified area 8Audience Composition 3statistical breakdown of a media vehicle’s total audience 4 Audience/Coverage/Composition 8Audience 3 number or % exposed to a vehicle 8Audience Coverage 3 number or % reached by a single insertion in a specified area 8Audience Composition 3statistical breakdown of a media vehicle’s total audience

Media Speak 4 Audience/Coverage/Composition 8Prospects 3 potential purchases 8Target Market 3 group of prospects 3 can be defined in concrete terms 8Target Profile 3 demographics 3 psychographics 3 product usage 4 Audience/Coverage/Composition 8Prospects 3 potential purchases 8Target Market 3 group of prospects 3 can be defined in concrete terms 8Target Profile 3 demographics 3 psychographics 3 product usage

Media Speak 4 Reach & Ratings 8 Broadcast Media use Rating Points 3 % of Target Audience reached by a media vehicle 8 Print Media use Circulation 3 Number of copies sold or distributed 4 Reach & Ratings 8 Broadcast Media use Rating Points 3 % of Target Audience reached by a media vehicle 8 Print Media use Circulation 3 Number of copies sold or distributed

Media Speak 4 Above-the-Line/Below-the-Line 8 Above = paid advertising 8 Below = sales promotion, PR, events 4 Traditional/Non-Traditional 8 Traditional = major mass media 8 Non-Traditional = unique media opportunities and new media forms 4 Above-the-Line/Below-the-Line 8 Above = paid advertising 8 Below = sales promotion, PR, events 4 Traditional/Non-Traditional 8 Traditional = major mass media 8 Non-Traditional = unique media opportunities and new media forms

Media Speak 4 “Brand Contact Points” & More 8 Brand Contact Points 8 Personal Media Network 8 Aperture 4 Fragmentation & Clutter 8 Fragmentation - a result of 3 More media channels 3 More audiences. Smaller audiences 8Clutter - a result of 3 More messages in each channel 4 “Brand Contact Points” & More 8 Brand Contact Points 8 Personal Media Network 8 Aperture 4 Fragmentation & Clutter 8 Fragmentation - a result of 3 More media channels 3 More audiences. Smaller audiences 8Clutter - a result of 3 More messages in each channel

Media Building Blocks Media Building Blocks 4 First, we’ll examine the Strengths & Weaknesses of each Medium Strengths & Weaknesses: Strengths & Weaknesses: 4 Then, we’ll take you through the steps of Building a Media Plan.

Print 4 Portable 4 “Time independent” 4 Not a fleeting medium - it lasts 4 Accommodates complex copy 4 Good picture quality 4 Easier to feature more than one product 4 Versatility 4 Can be preserved and reread 4 Journalistic content = credibility & prestige 4 Can deliver coupons 4 Portable 4 “Time independent” 4 Not a fleeting medium - it lasts 4 Accommodates complex copy 4 Good picture quality 4 Easier to feature more than one product 4 Versatility 4 Can be preserved and reread 4 Journalistic content = credibility & prestige 4 Can deliver coupons Strengths & Weaknesses:

4 “Prestigious” 4 Readers upscale 4 Readers use ads 4 Less lead time 4 Strong local emphasis 4 Sense of immediacy 4 “Cataloging Value” 4 “Prestigious” 4 Readers upscale 4 Readers use ads 4 Less lead time 4 Strong local emphasis 4 Sense of immediacy 4 “Cataloging Value” 4 Reproduction varies 4 Not much passalong 4 Can be expensive 4 Cluttered 4 Not read thoroughly 4 Poor demographic selectivity 4 May have adverse editorial Newspaper Newspaper Strengths & Weaknesses:

4 Special audience opportunities 4 Can be long-lasting 4 Repeat exposure 4 High “passalong” 4 Creative flexibility 4 Special audience opportunities 4 Can be long-lasting 4 Repeat exposure 4 High “passalong” 4 Creative flexibility 4 Building audience takes time 4 Can be cluttered 4 Early closing dates Magazine Magazine Strengths & Weaknesses:

4 Poor demographic selectivity 4 Limited time. Limited copy. 4 Complicated logistics 4 Can be expensive 4 Restrictions 4 Frequency and repetition 4 Large audiences. Low cost. 4 Visual impact 4 Blanket coverage 4 Versatility 4 Frequency and repetition 4 Large audiences. Low cost. 4 Visual impact 4 Blanket coverage 4 Versatility Out-of-Home Strengths & Weaknesses:

4 New technology 4 New opportunities 4 Example: McDonald’s in Piccadilly Circus… 4 New technology 4 New opportunities 4 Example: McDonald’s in Piccadilly Circus… Out-of-Home Strengths & Weaknesses:

4 Various formats. Special audiences. 4 Inexpensive 8 Affordable frequency 8 Affordable production 4 Reaches mobile market 4 Scheduling & creative flexibility 4 Immediacy 4 Various formats. Special audiences. 4 Inexpensive 8 Affordable frequency 8 Affordable production 4 Reaches mobile market 4 Scheduling & creative flexibility 4 Immediacy 4 Radio is cluttered Radio Radio Strengths & Weaknesses: 4 Radio spots are fleeting and one more bit of interesting news 4 Radio spots are fleeting and one more bit of interesting news COMING SOON…HD Radio COMING SOON…HD Radio

4 Impact 4 Market coverage 4 Intrusive 4 Flexible 4 Cost-efficient (CPM) 4 Prestigious 4 Impact 4 Market coverage 4 Intrusive 4 Flexible 4 Cost-efficient (CPM) 4 Prestigious 4 Fleeting 4 Expensive 8 Big shows. Big Bucks. 8 Production can be expensive 4 Best shows have limited availability Television Strengths & Weaknesses:

4 Geographic flexibility 4 Inexpensive 4 Varied programming. Specialized audiences. 4 Upscale audiences 4 Wide variety of ad formats 4 Geographic flexibility 4 Inexpensive 4 Varied programming. Specialized audiences. 4 Upscale audiences 4 Wide variety of ad formats 4 Low ratings/ small audiences 4 Reporting is inadequate Cable TV Strengths & Weaknesses:

4 New 4 Low cost 4 Interaction and involvement 4 Buzz and excitement 4 Measurable 4 New 4 Low cost 4 Interaction and involvement 4 Buzz and excitement 4 Measurable 4 Sites can be hard to find 4 Production can be expensive and time- consuming 4Small to invisible audiences 4Hugely cluttered 4Good quantitative data hard to get New Media Strengths & Weaknesses:

Building Building Media Plan: Media Plan: The

Building The Media Plan: 4 Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost.

Building The Media Plan: 4 The Media Plan is… 8 a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: 3 Goal-Oriented - increase sales/share 3 Make sense - effective/efficient 3 Manageable - can be executed, flexible, developed before the buy. 4 The Media Plan is… 8 a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: 3 Goal-Oriented - increase sales/share 3 Make sense - effective/efficient 3 Manageable - can be executed, flexible, developed before the buy.

Building The Media Plan: 4 Media Objectives 8 WHAT your Media Plan hopes to achieve 4 Media Strategies 8 HOW the Media Objective will be implemented 4 Media Objectives 8 WHAT your Media Plan hopes to achieve 4 Media Strategies 8 HOW the Media Objective will be implemented

Building The Media Plan: 4 Evaluation & Analysis 4 Planning Media Objectives 4 Media Strategies 4 The Media Buy 4 Post-Buy Analysis 4 Evaluation & Analysis 4 Planning Media Objectives 4 Media Strategies 4 The Media Buy 4 Post-Buy Analysis

Building The Media Plan: 4 Evaluation & Analysis 8 Seasonality 8 Brand History 8 Budget 8 Purchase Cycle 8 Prime Prospect 8 Geography 8 Competition 8 Promotional Activity 4 Evaluation & Analysis 8 Seasonality 8 Brand History 8 Budget 8 Purchase Cycle 8 Prime Prospect 8 Geography 8 Competition 8 Promotional Activity

Building The Media Plan: 4 Evaluation & Analysis 4 + Problems & Opportunities 8 Similar to Situation Analysis in Chapter 8 4 Becomes foundation for… 4 + Problems & Opportunities 8 Similar to Situation Analysis in Chapter 8 4 Becomes foundation for… The Media Plan The Media Plan

Building The Media Plan: 4 Planning Media Objectives 8 Target Audience 8 Seasonality 8 Geography 8 Reach & Frequency 8 Target Audience 8 Seasonality 8 Geography 8 Reach & Frequency

Building The Media Plan: 4 Planning Media Objectives 8 Target Audience Profile 3 Demographics 3 Product Usage (Heavy/Med/Light) 3 Media Usage 5 PMN - Personal Media Network l Media Consumption l Core Audience l Aperture (Time/Place/Circumstance) 3 Demographics 3 Product Usage (Heavy/Med/Light) 3 Media Usage 5 PMN - Personal Media Network l Media Consumption l Core Audience l Aperture (Time/Place/Circumstance)

Building The Media Plan: 4 Planning Media Objectives 8 Seasonality 3 Seasonal sales 3 Media Efficiency 3 Competitive media presence 3 Promotions Scheduled 3 Seasonal sales 3 Media Efficiency 3 Competitive media presence 3 Promotions Scheduled

Building The Media Plan: 4 Planning Media Objectives 8 Geographic Considerations 3 Distribution 5 National/Regional/Local 3 Budget 5 National/Regional/Local 3 Competition 5 Offensive or Defensive Strategy? 3 Sales by Market 3 Distribution 5 National/Regional/Local 3 Budget 5 National/Regional/Local 3 Competition 5 Offensive or Defensive Strategy? 3 Sales by Market

Building The Media Plan: 4 Planning Media Objectives 8 Reach and Frequency 3 Consumer Motivation 3 Purchase Cycle 3 Purchase Decision 3 Message Complexity 3 Ad Effectiveness/Memorability 3 Commercial Length 3 Time of Day/Attention 3 Competition 3 Consumer Motivation 3 Purchase Cycle 3 Purchase Decision 3 Message Complexity 3 Ad Effectiveness/Memorability 3 Commercial Length 3 Time of Day/Attention 3 Competition

Building The Media Plan: 4 Planning Media Strategies 8 Nature of Media/Message 8 Media Strength/Weakness 8 Media Efficiencies - CPM 8 Eliminate Media that don’t fit Brand 8 Consider Selling Environments 8 National vs. Local Spending 8 Scheduling Strategies 8 Synergy between Media/Ad 8 Nature of Media/Message 8 Media Strength/Weakness 8 Media Efficiencies - CPM 8 Eliminate Media that don’t fit Brand 8 Consider Selling Environments 8 National vs. Local Spending 8 Scheduling Strategies 8 Synergy between Media/Ad

Building The Media Plan: 4 Planning Media Strategies 8 Media Efficiencies - CPM 3 CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media. 3The following is a comparison of cost- efficiency for reaching Women CPM = Cost Per Thousand, the universal form of comparing the efficiency of different media. 3The following is a comparison of cost- efficiency for reaching Women 18-49

Building The Media Plan: 4 CPM - Women Network Radio: Day Network: Cable TV: Print4-color page 7.67 AM Network: Late Night : Syndication: Evening News: Prime Network: Network Radio: Day Network: Cable TV: Print4-color page 7.67 AM Network: Late Night : Syndication: Evening News: Prime Network:

Building The Media Plan: 4 Planning Media Strategies 8 Scheduling Strategies 3 Four Types of Ad Schedules:

Building The Media Plan: 4 The Media Buy (Implementation) 8 Buying - a separate function 3 Involves tough-minded negotiating 3 Involves long-term relationships 8 Media Buying Services 3 Growing field - specialists 3 Part of “unbundling” 4 The Media Buy (Implementation) 8 Buying - a separate function 3 Involves tough-minded negotiating 3 Involves long-term relationships 8 Media Buying Services 3 Growing field - specialists 3 Part of “unbundling”

Building The Media Plan: 4 Post-Buy Analysis 8 Measure actual performance 3 Media makes “guarantees” 3 Involves large amounts of $ 8 If below guarantee, media must provide a “make-good.” 8 And, if you do a good job… 4 Post-Buy Analysis 8 Measure actual performance 3 Media makes “guarantees” 3 Involves large amounts of $ 8 If below guarantee, media must provide a “make-good.” 8 And, if you do a good job…

Building The Media Plan: You Get to Do It Again Next Year! You Get to Do It Again Next Year!

Media Planning: Media Planning: 4 New importance of the media function 8 “Unbundling” = New Media Agencies 8 New Global Relationships 3 Mega-brands and mega-agencies 4 Growing # of media choices means growing need for media planning 4 Development of “account planning” style connection planning 4 New importance of the media function 8 “Unbundling” = New Media Agencies 8 New Global Relationships 3 Mega-brands and mega-agencies 4 Growing # of media choices means growing need for media planning 4 Development of “account planning” style connection planning A New Revolution A New Revolution

Media Planning: 4 “It will be more challenging to work in advertising in new media… it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.” Jayne Spitler, Leo Burnett/StarCom 4 “It will be more challenging to work in advertising in new media… it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.” Jayne Spitler, Leo Burnett/StarCom A New Revolution

Media Planning: 4 “The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.” David Martin, CEO/Penta-Com 4 “The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.” David Martin, CEO/Penta-Com A New Revolution

Media Planning: 4 “In a rapidly changing media world, an understanding of the consumer/ media relationship is of fundamental importance to the process.” Andy Tilley. Zenith Media 4 “In a rapidly changing media world, an understanding of the consumer/ media relationship is of fundamental importance to the process.” Andy Tilley. Zenith Media A New Revolution

Media Planning: 4 “Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.” Keith Reinhard, Chmn DDB 4 “Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.” Keith Reinhard, Chmn DDB A New Revolution

Media = Creative Content Distribution: 4 That’s how CP+B describes their Media Function 4 Media = “The New Creative Frontier” 4 Let’s look at a few examples… 4 That’s how CP+B describes their Media Function 4 Media = “The New Creative Frontier” 4 Let’s look at a few examples…

4 An early example: The Loop 8TV about outdoor for a radio station 4 An early example: The Loop 8TV about outdoor for a radio station Media = Creative Content Distribution:

4 Burger King (CP+B): “Simpsonize” Media = Creative Content Distribution:

4 Nike: TV about a Website Media = Creative Content Distribution:

4 Frito-Lay: Commercial Contest Entries 5 finalists posted online 4 Frito-Lay: Commercial Contest Entries 5 finalists posted online Media = Creative Content Distribution:

& & Questions Discussion 4 4

& & The Marketing of Messages The Marketing of Messages 4 Chapter 10 Media

& & Questions Discussion: