ADV 483: AUDIENCE ANALYSIS Week 9 Audience Analysis: Media Objectives and Its Audience Katz, Chapters 3 and 4¨ Strategy (overall) ¨ Media Mix/types ¨ Media format/classes… ¨ Geographic use ¨ Seasonal use ¨ Scheduling ¨ Traditional Media… ¨ Budget Media Plan and StrategyMedia Plan Media objectives Advertising objectives Marketing objectives Marketing Plan (source: Katz, 2007, p.10) Brief recapMedia planning definition #2 The process of designing a course of action that shows how advertising will be used to contribute to the achievement of marketing objectives def #1 reminder: … a process encompassing all the decisions needed to answer the question “what is the best way of delivering the messages to the target audience in an effective way”. These decisions are reported in the media plan.¨ The plan should link objectives with strategy and tactics ¤ Media strategy n Must describe and explain how/why media objectives will be achieved (choice of media types, type of media mix and calendar/flowchart) ¤ Media tactics n Refers to specifics of carrying out the strategy, e.g. what magazine page to buy and in what issue, + a list of actions that need to be performed n Try to be as specific as you can get here, although you are limited by the software Objectives – strategy – tactics (Recap)Media Objectives • Reach / Frequency What proportion of the population should be reached with advertising message during specified planning period (reach) How frequently should audience be exposed to message during this period (frequency)Example of Reach and Frequency ¨ Achieve minimum 75% reach and 3.5 frequency among M54 + nationally during the first three months of the campaign ¨ Increase reach to 85 and frequency to 5 during sales peaks (May-June) nationally in chosen spot markets ¨ Maintain minimum 50% reach and 3.5 frequency per month nationally for rest of yearReach Guidelines • High reach over 85% • Moderate reach 70-85% • Lowest reach: 50% to 60% • if only affording lower monthly reach, plan quarterly • one rule-of-thumb: at least a 35 reach of target during average week, a 65 during average four weeks and an 85 reach of target during average quarter.Frequency Guidelines • Highest frequency 10-12 • 12 is almost sure wear out point • Benchmark is considered 3 • (i.e., you need at least 3 to get effect according to most) • Lower than 2 works only in rare or exceptional cases¨ “typical” More money/emphasis: ¤ When: sales+ ¤ Where: Markets w/sales+ ¤ Who: Target audiences who buy Source: Advertising Campaign Planning (Avery) Media strategy (1)¨ “Offensive” strategy: ¤ More $$ to areas where sales are poor ¤ Months with fewer sales ¤ ‘new audiences’ ¤ Yet - depends on product life cycle and competitors’ strategies, too Media strategy (2)Media Strategy Explanation ¨ Explain media choice by discussing the advantages of the medium in terms of facilitating message communication and cost ¨ Provide justification of weight in each medium ¨ E.g., Television (next slide)Media Strategy Explanation Example ¨ E.g., Television n Will be used to achieve high levels of reach with maximum creative impact; allows us to meet the competition head on – competitors average is 70%+ of media expenditures in television. Also, provides national/spot flexibility. n Network Television n Primary dayparts (42.8% of GRPs) are early & late fringe syndication and early news due to cost efficiency. n Sports programming (3.1% of GRPs) is used in the heavy-up period to boost reach, particularly among men. n Spot Television n Primetime broadcast & cable (20.6% of GRPs) is used to maximize reach and complement national TV schedule.1. Media Mix & Types ¨ Examples: ¤ “To use a media mix of TV and outdoor” ¤ “to use magazines as the sole advertising medium” [rationale] Media Strategy StatementMedia Mix Explanation ¨ Provide justification of choosing certain media types ¤ criteria n nature and characteristics of the medium in view of buyer decision process n user types / quantitative performance (how it contributes to your reach and frequency goals) n characteristics of user/medium interaction n cost n overall suitability to client goalsMedia Mix Explanation ¨ Media mix: choose between a media concentration approach or a media dispersion approach ¤ Concentration: uses fewer media types and greater spending per medium ¤ Dispersion: to maximize reach and create multiple consumer touch-points2. Media Format or Classes: ¨ Subgroups w/in each medium ¨ Examples: ¤ To use news-weeklies and men’s fashion magazines ¤ To use urban radio and prime-time cable [rationale] Media Strategy StatementMedia Strategy: including media mix pie chart3. Geographic Use of Media ¨ Examples: ¤ To allocate media evenly throughout the United States ¤ To allocate media according to audience penetration - put weight on the following geographic areas…. [rationale] Media Strategy Statement4. Seasonal Use of Media: ¨ Examples: ¤ To advertise in key sales months (November, March) with secondary emphasis given to lesser sales periods. Or ¤ No media adjustment will be made for seasonality. Media Strategy Statement [rationale]5. Scheduling Objective - Strategy ¨ Which one & why? ¨ Continuity, Flighting, Pulsing (more on this later….) Media Strategy Statement [rationale]Example of Seasonality ¨ Seasonality Objective: Concentrate advertising in the months of January–April and September–November. Flight advertising during July and August.Example of Seasonality Month Index Month Index January 121 July 70 February 140 August 71 March 132 September 111 April 110 October 120 May 95 November 114 June 90 December 99 Rationale: January – April and September – November are the heaviest consumption months. Consumption indices fall below 75 during July and August.Continuity Pulsing Flighting Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Scheduling: seasonality, PLC, consumption delay¨ All you