Get a charge out of finding a great deal- it is the best value, provides the best value of product Strategic planning Advertising is the top of the iceberg you see, the planning part is the bulk and majority of all the work done for this campaign. Because markets are constantly changing planning never stops- revised very several months Media Planning- Trends and planning- Strategy - Scheduling Media- How you get the ads out to your target markets 1) First stage is planning and research- pin down target market, then find what their media usage is (which media they use most frequently, what placing they see the media, when and where)- select media types – building-block strategy- prioritize spending, find what target market you are trying to get the most 2) Buying- purchase their media space, select/negotitate specific placements, and monior Kay dimensions of media planning- Budget= cost- Continuity- what is the duration of the campaign - Frequency- the average number of time that one of your ads is seen by someone in your target market - Reach- how many people in the target market see the ads Reach- - How many people in the target market saw the ads can be measured by impressions- Gross rating points- what proportion of the target market saw the ads, percentages of market - Target market= 60000- Saw ad at least once- 35000- (35000/60000)*100= 58 GRP Trade-offs- do I put more money into frequency and back off because I don’t have enough money for reach and continuity Tradeoffs: ReachTradeoffs: Frequency – more money for frequency is less money for everything else Choosing frequency level- Audience motivation – audience not motivated need higher level of frequency - Purchase decisions- if its impulse buy- low levels of frequency, if it is a lot of consideration like a car- need higher levels of frequency - Message complexity- if ad has a lot of pieces need higher levels of frequency because it will be more for them to sink in. Low levels of frequency are is the buy is easy like gum- Advertising effectiveness- if ad is going to be really effective don’t need a lot of frequency. If the effectiveness is not good you’ll have to have more frequency - Time of day- morning busy times- higher levels of frequency, late at night- more attentive to TV so lower levels of frequency are needed - Competitive pressure- see how much your competitors are doing- if they aren’t doing much you could probably get by with not doing much Determining continuity - Buying decisions takes place before the actual trip - Research is used Scheduling - Steady- same time every day- Pulsing- alternate a period of higher frequency with a period of low frequency- hope that ad interest carries over from the higher frequency to lower- Flighting- high frequency, then no frequency- same idea that periods of high will carryover to periods of low Scheduling and erosion - Declining effectiveness of a campaign- erosion of advertising awareness - Steady- after about half a year the effectiveness levels off and the impact erodes over time - Flighting- about half a year steady pattern is more effective, but from a half year on you’re getting better results in form of effectiveness Best trade-off - Chewing gum- put money in reach and continuity - Car sale- frequency - Top of the line jewelry collection- continuity because they can buy on any occasion Cost effectiveness 9/22/14 First was anything ad could put their name onSecond was billboardsNow lighted signs (colored lights) on Broadway ProfileReach- out of home is not good Frequency-o out of home is very goodCost/impression- low costGo toward local markets, rarely used as a primary media plan, used to promote frequency rather than the primary one you usedSupplemental- out od home can provide strong visual reinforces TV campaigns, radio- provides missing visual radio campaigns, higher frequency for magazine campaigns , for newspapers out of home providesbetter graphic quality and impact for ads based in newspapersOut of home works with other forms of media Strengths- pioneering stage: build brand-name recognitions, good for retentive- to remind people that they love the brandDrawbacks: exposure of out of home advertising is voluntary and brief ; viewers are preoccupied, few premium site (where there’s a lot of traffic car or foot), visual pollution Buying OOH- can only buy billboard in packages not in single If lit: 24-hour traffic X .64If not lit- 24-hour traffic count X .45Every billboard is thus rated based on daily effective circulation (DEC), groups of Billboards is called an allotment GRPS: buying OOH GRP: percent of market, percent of adult population, and for outdoor advertiser it is the percent reachedper day in a single local market 50 GROS= 50, means it delivers 50% market/day Calculating GRP= total DEC for allotment/ total market population Gross impressions- measure of total exposures (duplicated audience) GI= GRPs X continuity (how long the ad runs) Cost-effectiveness $ per GRP= total cost of allotment/ GROs in allotmentDollars per 1000 GI= total cost of allotment/ GIs in allotment/ 1000Verification:TAB- market based traffic data, check signs of visibility PRS- how and why people pay attention (eye-tracking studies) ¾ people notice and read the copy, larger the millboard more easily it will get noticedSMRB- awareness built by outdoor advertising, annual consumer study of 25,000 people, ask about media-usage habits: OOH recallOther out of homeDriven by technological advances, transit shelters, bus wrap Need more low coast but high frequency, out of home advertising can do this very effectively, consumerslocal, and mobile, and your are very creative, pioneering and retentive stage the strengths of out of home are very