3. Media When we think of “media”, we think of:

4. Message Transmitted To A Large Number of People At The Same Time

5. Types of Media used in Advertising Traditional or Mass Media Niche Media Non-Conventional Media

6. Media Goals Inform the public Monitor what’s happening around us

7. Media Outlets P ress R adio T elevision I nternet P osters M obiles

8. These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class. Few types of press medias are: National newspapers Regional newspapers Magazines

9. This is normally the most expensive medium. It offers by far the widest coverage, particularly at peak hours (roughly 7.00--10.30 p.m.) and especially of family audiences. it has the greatest impact because of offering sight, sound, movement and colours.

10. This industry is also known as Out of Home Media. However, this category is not limited to posters and billboards. It may involve the use of media space in airports, malls, convenience stores, etc.

11. It typically generates specific audiences at different times of the day; for example, adults at breakfast, housewives thereafter, and motorists during rush hours. It can be a very cost-effective way of reaching these audiences although the types of message conveyed will be limited by the lack of any visual elements.

12. Although the personal mobile phone is becoming very attractive as an important advertising media to the network operators, it is relatively unproven and therefore still remains in the media buyers' sidelines.

13. Although the numbers in the national audience are now small, this may be the most effective medium for extending coverage to the younger age groups, since the core audience is aged 15-24.

14. This is a rapidly growing force in marketing. It is very varied in form, but much of it still follows the example of press advertising, but the most effective usage.

15. Working with the Media Each medium has specific expectations: Television - access to the “action visual” Radio - immediate audio or an interview Newspaper reporters - more detail and background information

16. Audience Research Think logically Audience Research Think logically

17. Finding out exactly the audience for a magazine or newspaper, or who watches at a given time on television, is a specialized form of market research, which is often conducted on behalf of the media owners. Once you have done some initial research, all you have to do is think logically about the four main points: 1. How much money do I have to spend? 2. Which media will reach my target audience ? 3. What is the main focus and objective of this campaign ? 4. What kind of message do I want to give out ?

18. MARKET ANALYSIS ESTABLISHING MEDIA OBJECTIVES DEVELOPING AND IMPLEMENTING MEDIA STRATEGIES EVALUATIO N AND FOLLOW -UP

19. MEDIAADVANTAGESDISADVANTAGES TELEVISION MASS COVERAGE ATTENTION GETTING IMPACT OF SIGHT,SOUND AND MOTION HIGH PRESTIGE LOW SELECTVITY HIGH ABSOLUTE COST HIGH PRODUCTION COST RADIO LOCAL COVERAGE LOW COST HIGH FREQUENCY FLEXIBLE LOW PRODUCTION COSTS AUDIO ONLY FLEETING MESSAGE LOW ATTENTION GETTING

20. MEDIAADVANTAGESDISADVANTAGES NEWSPAPER HIGH COVERAGE LOW COST READER CONTROLS EXPOSURE SHORT LIFE SELECTIVE READER EXPOSURE LOW ATTENTION GETTING CAPABILITIES DIRECT MAIL NOT RESTRICTED TO SMALL COMPANIES ABILITY TO SEGMENT THE MARKET HIGH INFORMATION CONTENT POOR IMAGE(JUNK MAIL) HIGH COST/CONTACT

22. Media works as platform for making information reach to the masses and in developing a direct and emotional bond between the service provider and the user.It helps in making people as consumers informative and knowledgeable about the diversity in product availability or in making them the right choosers. But what is important is to regulate and to have proper checks on the right usage of media in promoting the filtered and the authentic information so as the right purpose of media in making people aware and judicious can be achieved.

24. Major Factors in Creating and Building a Media Plan

25. Two basic processes: 1. Planning media strategy, including the specific types of consumers/audiences the messages will be directed to. 2. Selecting and Buying media vehicles.  Media planning is both an art and a science. An essential part of the advertising business.

26.  Where should we advertise?  Which media vehicles?  When during the year?  Should we concentrate our advertising?  How often should it run?  What opportunities are there to integrate our media planning with other Promotion or Communication tools?

27.  Planners direct the messages to the right people at the right time in the right environments.  TV: Networks, syndication, local, cable, satellite.  National, Regional and Local issues  Non traditional: In flights, parking meters, blimps, shopping carts, milk cartons, litter cans, taxis, sponsorships.

28.  Increasing media choices and options  Audience fragmentation  Costs and rate hikes  Multimedia, and interactive  Diverse audiences  And more

29.  Broadcast TV  Cable TV (Limited)  Movies/Cinema Adv.  AM/FM radio  Reel to Reel tape  Telephone  Postal Mail  Newspapers  Magazines (9K)  Books  1966: 24 hours a day  2006: 24 hours a day  Broadcast TV, Cable TV, Pay TV, VOD  Satellite TV and Radio  Movies/Cinema Adv.  AM/FM radio  Telephone and Mobile phone  Postal Mail  Newspapers, Magazines (17K titles)  CD, cassette, MP3, VCR, DVD, PVR  Internet and web, including email, web browsing, PC gaming, Music downloading, P2P  PDA’s, Pagers, Console and Game Devices

30. Major Factors:  1. Target Market. Whom are you going to sell to?  Demographic, geographic and psychographics characteristics  2. Where is product or service distributed?  Local, regional, national or selected markets  Remember BDI and CDI’s

31.  3. What is Budget?  Percentage of sales  Share of market and Share of Voice  Objective and Task  Unit of Sales and Case Rate  Competition  Test Market  Experimental  Computer modeling  Affordable and Available Funds

32.  4. What is Competition Doing?  Budgets  Which Media?  Which Schedules?  And more

33.  5. Nature of Message?  Electronic/Broadcast  Print  Color/B&W  Demonstration  Simple Statements

34.  6. Reach vs. Frequency vs. Continuity (Continuous Schedule)

36. Reach (Cume)  The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. During the course of the schedule illustrated, seven different households were exposed to the spot at least once. Since each home represents 10 % of the universe, this makes the reach or cume 70%.

37. Frequency  Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.

38. Continuity/Continuous Schedule  Advertising runs steadily and varies little. Compare with:  Flighting and Pulsing with scheduling

39.  Rating (RTG or %):  The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.

40.  RATING = households tuned in to a given program all households with television  SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT) (more simply: share measures the percentage of all TV sets in use watching a particular program) Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore: 400,000 1,000,000 =.40, or a rating of 40 At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is Share = 400,000 800,000 =.50, or a rating of 50 If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.

41.  7. Media Mix  Combination of different media, and size of ads  Which Media?  Which Schedules?  And more

42.  8. Seasonality and Length of Schedule?  Hot tea vs. Cold tea?  Snow blowers, toothpaste, coffee.  Morning Drive and Evening Drive  Flighting  Pulsing

43.  9. Tie-ins with Merchandising and Sales Force?  Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets.  Which Media?  Events  Super Bowl  Academy Awards  Sports  Which Schedules?  And more

44. Where? 56.9% of media exposure took place in the home, but 21.1% took place at work, 8.3% in the car and 13.7% in other locations.

45. PromotionBudgets Closing Dates Specials Commitments 4P’s and and7P’s CompetitionMixTargets Messages Timing MessagesContinuityReach Frequency

46.  11. Cost Efficiencies  Which Media?  Which Schedules?  Which Vehicles?

47.  Advertising is an investment in future sales.  It’s greatest powers are in short-term promotions and its cumulative long-range effects.  And more

48. Media Strategy: Evolves from the advertising strategy. Consists of: 1.Selecting target audience; 2.Specifying media objectives; 3.Selecting media categories and vehicles; and 4.Buying media

49. Information used in segmenting target audiences for media strategy purposes: 1. Buyographics 2.Geographics 3.Demographics 4.Lifestyle/psychographics

50. 1.What proportion of the population should be reached with advertising message during specified period (reach) 2.How frequently should audience be exposed to message during this period (frequency) 3.How much total advertising is needed to accomplish reach and frequency objectives (weight)

51. 4.How should the advertising budget be allocated over time (continuity) 5.How close to the time of purchase should the target audience be exposed to the advertising message (recency) 6.What is the most economically justifiable way to accomplish objectives (cost)

52. The percentage of the target audience that is exposed, at least once, within a time frame to the vehicles in which the ads are placed The time frame most commonly used is a four-week period

53. Reach represents the percentage of target customers who have an opportunity to see the advertisers message. Other terms used by Media Planners to describe reach: 1+ (read “one-plus”) net coverage unduplicated audience cumulative audience ( or “cume”)

54. 1.More prospective customers are reached by a media schedule using multiple media rather than a single medium 2.Another influencing factor is the number and diversity of media vehicles used 3.Reach can be increased by diversifying the day parts used to advertise

55. The number of times, on average, during a media-planning period that members of the target audience are exposed to media vehicles that carry the brand’s ad Actually represents the media schedule’s average frequency

56. Market Factors Affecting Frequency Market FactorsType Frequency Market FactorsType Frequency  Brand HistoryNew High  Brand ShareHigh Low  Brand LoyaltyHigh Low  Purchase CycleShort High  Usage CycleShort High  Share of VoiceHigh High

57. Message Factors Affecting Frequency Message FactorsType Frequency Message FactorsType Frequency  Message ComplexitySimpleLow  Message UniquenessUniqueLow  NewnessNewHigh  Image FactorsImageHigh  Message variationLittleLow

58. Media Factors Affecting Frequency Media FactorsType Frequency Media FactorsType Frequency  ClutterLowHigh  Editorial NatureConsistentLow  AttentivenessHighLow  SchedulingContinuousLow  Number of Mediaa LotLow

59. How much advertising volume is required to accomplish advertising objectives Three weight metrics: Gross ratings Target ratings Effective ratings How much advertising volume is required to accomplish advertising objectives Three weight metrics: Gross ratings Target ratings Effective ratings

60. Gross Rating Points (GRPs) The gross rate that a particular advertising schedule has delivered GRPs = Reach (R) x Frequency (F)

61. Determining GRPs in Practice GRPs are ascertained by simply summing the ratings obtained from individual vehicles included in a prospective media schedule

62. Target Rating Points (TRPs) Adjust a vehicle’s rating to reflect just those individuals who match the advertiser’s target audience

64. Effective Rating Points (ERPs) Effective reach Effective frequency

65. 1.Estimate the exposure utility for each level of vehicle exposure, or OTS, that a schedule would produce 2.Estimate the exposure distribution from the various media schedules that are under consideration 3.Estimate the value of each OTS level and then the total value across all OTS levels 4.Develop an index of exposure efficiency

66. Media Edge alternative media plan: 1.Buying advertising time on all network programs aired at the same time on Tuesday night 2.Securing time on all network programs aired at the same time on a Sunday night 3.Purchasing a final single spot from the Fox network’s Saturday night programming

67. People react negatively to ads placed on programs contained in the alternative media buy They react positively to ads placed on the Super Bowl, those ads themselves are an event

68. How advertising is allocated during the course of an ad campaign Continuous Pulsing Flighting

70. An equal or relatively equal amount of advertising dollars is invested throughout the campaign

71. Some advertising is used throughout the campaign but the amount varies from period to period

72. The advertiser varies expenditures throughout the campaign and allocates zero expenditure on some months

73. 1.Consumers’ first exposure to an advertisement for a brand is the most powerful 2.Advertising’s primary role is to influence brand choice and it does influence choice for the subset of consumers who are in the market for the product category at the time a brand in that category advertises

74. 3.Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

75. Media Strategy and Planning for Advertising and IBP

76.  Starting to study the “placement” phase of advertising and IBP  Focus is on using media and IBP tools that “reach” the target audience.  Even a great message will be ineffective if it does not reach the proper audience

77.  The 2008 SuperBowl attracted 2.5X as many viewers as the 1967 SuperBowl but cost 10X as much.  Advertisers are looking to more and different media to effectively reach target audiences.  While “new’ media get a lot of attention, “old” media still attract a lot dollars.  New media are merging with old.

78. PPT 14-77 1. Agency Compensation  15 percent commission is gone  Most clients now pay on a fee-for-service basis  Ad creation and placement not at same agency 2. More Media  Traditional media lines are blurred  Firms push “news” stories into media  Movies can be promotional vehicles 3. Going Public  Agencies are “leaner” now that they are public firms  Agencies are looking for ways to turn short term profits

79. 4. Greater Accountability: ROI  Trust use to be basis for relationship—now ROI.  Other forms of media produce more measurable results than mass media so more IBP tools are being demanded. 5. Globalization  Today media exist in a transnational space— CNN  Search engines do not recognize national boundaries.  Lack of standardized measurement makes pricing complex.

80. 5. Free Content  Internet information has consumers used to free content.  Why buy a magazine full of ads for $4.50?  Nontraditional media, which consumers enjoy, are attracting more dollars. 6. Consumer Generated Content (CGC)  Consumers are creating “brand material” even ads on the Internet.  Ads cost marketer or agency nothing but may be way off target. 7. Consumer in Charge  E-commerce has revolutionized the way consumers consume.  Marketer not solely in charge of brand.  Consumer access to more info=more power in the channel.  Consumers have more power in the transaction due to deal- proneness and price/cost transparency.

81. PPT 14-80 9. Hyper-Clutter and Ad Avoidance  Worse than ever on TV and in magazines  Consumers choosing no-ad channels/satellite radio  Ad blocker filters are improving on Web  People are more willing to pay to avoid ads 10. Multicultural Media  Ethnic media on rise with ethnic population growth  Hispanic/Latin/Latino market growing the fastest  Asian market next fastest growing

82.  Poor message placement undermines even a great message  Above-the-line (measured media)  TV, radio, magazines, newspaper, outdoor, etc.  Below-the-line (unmeasured media/IBP tools)  Internet search, shelf placement, coupons, events, in- store promotions, etc.  Key distinction—IBP is not a “media” placement but is coordinated with media placements

83.  Media Plan  Specifies media in which advertising message will be placed to reach a desired audience  Media Class  Broad category of media, such as TV, radio, or newspapers  Media Vehicle  Specific option within a class, i.e., Vogue  Media Mix  Blend of different media to reach target audience

84. Target Audience Media Strategies a. Reach the target audience b. Geographic scope of placement c. Message weight Media Choice i. Media efficiency (CPM, CPRP) More Media Strategies d. Reach and frequency e. Continuity f. Audience duplication g. Length / size of advertisements h. Media context h. Media context

85. Reach the target audience  Demographic, geographic, lifestyle / attitude define choices  Single-source tracking services help identify effect of placements Geographic scope of media placement  Geo-targeting of regions of high-purchase density  Reach and frequency decisions  Effective reach and effective frequency determination  Message weight  Gross impression calculation for impact – Between vehicle duplication – With-in vehicle duplication

86. Continuity:  Continuous scheduling  Flighting  Pulsing  “Forgetting” function Media Context:  Editorial climate/tone of media vehicle Length or Size of Ads:  Creative requirements  “Square root” law  Media budget  Competitive environment— may want to match size and length of key competitors

87.  Assessment of how competitors are spending in media  “Share of Voice” is measure of one advertiser’s expenditures vs. others  Important when competitors are all focused on one narrow segment (i.e. heavy user product categories)

88. CPM = cost of media buy total audience X 1000 CPM-TM = cost of media buy targeted audience X 1000 CPRP = $$$ for a program placement program rating

89.  Internet Media –Internet media are “Pull” media –Traditional media are “Push” media –Paid search is most potent tool  Interactive Media –Overused and ill-defined term –Includes kiosks to blogs to podcasts to Internet shopping sites –Growing rapidly –Consumers seek ads/brand contact

90.  Madison and Vine Media – Merging of entertainment and advertising – Also referred to as branded entertainment – Began as TV and film brand placements  Social Networking – Revolutionized mediated communication – Provide “triadic” communications

91.  Data Quality –Cultural hang-up on numbers –Media exposure is not a good measure of ad impact –Firms are seeking alternatives to Nielsen  Ads for Advertisers –Media firms use ads to attract advertisers  The Media Lunch –Media is more than a numbers industry –Personal relationships are still pursued

92.  Computer Media-Planning Models –Major firms offer data bases –Data is not standardized across media –Allows for wide range of possible buys  Making the buy –Securing electronic and print media space –Agency of Record purchases space –Each spring the “upfront” media buys occur when fall broadcast programming is announced –Some firms use a Media Buying Service

93.  There are just some things you can’t accomplish without traditional mass media ads.  The Super Bowl or Olympics deliver a truly mass audience.  Brand building still needs traditional ads... at least for a while longer.  Throwing around “new media” planning buzzwords doesn’t work.