The Marketing of Messages & Media The Marketing of Messages

The Marketing of Messages Media & The Marketing of Messages Media Speak Media Building Blocks Strengths & Weaknesses Building The Media Plan The Media Planning Revolution

Media Speak Media/Medium/Vehicle Media = collective noun Medium = one type of media Vehicle = single carrier

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

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

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

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

Strengths & Weaknesses: Media Building Blocks Strengths & Weaknesses: Strengths & Weaknesses of each Medium Steps of Building a Media Plan.

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

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

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

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

Strengths & Weaknesses: Radio Strengths & Weaknesses: Various formats. Special audiences. Inexpensive Affordable frequency Affordable production Reaches mobile market Scheduling & creative flexibility Immediacy Radio is cluttered Radio spots are fleeting

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

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

Building The Media Plan:

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

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

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

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

Building The Media Plan: Evaluation & Analysis + Problems & Opportunities Becomes foundation for… The Media Plan

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

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

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

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

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

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

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

Building The Media Plan: CPM - Women 18-49 Network Radio :30 2.81 Day Network :30 5.35 Cable TV :30 6.05 Print 4-color page 7.67 AM Network :30 11.14 Late Night :30 12.22 Syndication :30 13.29 Evening News :30 17.80 Prime Network :30 18.31

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

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

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

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

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

Media Planning: A New Revolution “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

Media Planning: A New Revolution “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

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

Media Planning: A New Revolution “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