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MKTG 477: TEST 3
Typical Media Decisions
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1-How can I effectively reach my market?
2-Which media should I use?
3-Which media vehicle?
4-When should I place/run my ad?
5-How often should I place/run ads?
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How can I effectively reach my market?
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Match target market to media audiences, considering costs and relative effectiveness
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Which media should I use?
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Media mix: proportion of ads placed on/in each media, consider strengths & weaknesses
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Which media vehicle?
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TV programs, magazine titles, radio shows..Which delivers to the audience you're trying to reach?
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When should I place/run each ad?
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Time of year/day
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How often should I run/place ads?
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How many times? Frequency of exposure
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Reach objectives
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Advertise on multiple media.
Focused on brand awareness and getting consumers to just recognize the brand.
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Frequency objectives
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Few types of medium and repetition with media to reach consumers as much as possible.
Quality, focused on changing consumers brand perceptions and changing their behaviors to buy the product being sold.
More words that are trying to persuade the consumer that the brand is one that offers value and trying to get the consumer to go out and buy the product
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Reach
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Expressed as a # or % of the target market that has been exposed to an ad at least once during a certain time period.
Unduplicated audience--not double counting individuals that have been exposed more than once.
Equivalent to the media concept of rating.
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Effective Reach
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Same as reach, but requires exposure to an ad 3+ times
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Frequency |
OF the homes or people that have been exposed to an ad, the average number of times they have been exposed.
Can never be less than one
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Frequency Equation
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F=Gross Impressions/Reach(#)
F=GRPs/Reach(%)
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GRP
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Gross Ratings Points
Summary measure of the intensity of a media schedule.
Relative number that is influenced by both reach & frequency
May be compared to other media schedules generating greater or fewer GRPs; higher is not always better
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GRP Equation
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Reach (%) * Frequency
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Gross Impressions
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The total number of exposures in a media schedule.
Duplicated audience
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Duplicated Audience
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OF the homes reached at least once, how many times were they exposed?
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Reach Strategy
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Media strategy that attempts to reach as many individuals from target market as possible.
Uses many mediums; quantity
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Frequency Strategy
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Media strategy trying to reach people or households from the target market as many times as possible.
Quality; one or two mediums at a time
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Rating |
% of all TV homes in America tuned to a particular program
Measure of actual audience size
Considering all homes in America with TVs
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Rating Equation
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# of homes tuned to a program/ # of homes with TVs (on OR off)
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Share
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Of all homes with TVs turned ON at a specific times, the % of homes tuned to a particular program.
A measure of relative audience size, considering TVs in use
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Share Equation
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# of homes tuned to a program/ # of homes with TVs turned ON
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CPM
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Cost per thousand
[Media cost/Reach(#)] * 1000
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CPM-TM
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Cost per thousand - target market
[Media cost/Target Market Reach(#)] * 1000
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CPP
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Cost per ratings points
CPP (000) of 82 means 82,000 viewers
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Synonymous Terms
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Reach-Unduplicated Audience
Gross Impressions-Duplicated Audience
Rating-Reach%
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Continuous/Steady Scheduling
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Constant promotional budget over time
(laundry detergent,personal hygiene)
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Pulsing
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Steady promo with some bursts
Jewelry, soft drinks
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Flighting
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Inactivity, seasonal bursts
Toys, cranberry sauce
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Media trends
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Increased use of nontraditional media
Traditional-TV, radio, magazines, newspapers
Nontraditional-stealth marketing, brand placements in TV, in store promotions, social media
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Fragmentation of ads
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Declining network TV viewership
Narrowcasting-specialized media & media vehicles reaching targeted audiences (Logan: fashion & lifestyle for people with disabilities)
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Continually changing media standards
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Relaxation of some (lingerie, condoms)
Increased restriction on others (tobacco, alcohol, kids as targets)
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Increased clutter
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Ads competing for consumers everywhere
More media types, more ads
consumers actively avoiding advertising
Zipping (Fast Forwarding) & Zapping (changing channels)
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5 national broadcast TV networks
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ABC, NBC, CW, FOX, CBS
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18-49 demographic
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Ones spending more money, 55+ is now watching more TV, 18-34 don't really, Baby Boomers have $$ and are willing to spend, 18-24 hard to reach and don't have the most money, 18-49 men are hardest to reach--Sunday Night Football most expensive ad time
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P18+
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People 18 and over
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Rate
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of $2,000 means that's what it costs to run ad once in a 30 second spot
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RTG
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of 10.5 means out of all the homes in Spokane, 10.5% are watching this show
To find a specific number, multiply rating by DMA
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SHR
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share, 25: of households in this area with TVs ON, 25% were watching this show
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CPP
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of $190.48 means every point in the rating costs that much
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CPP (000)
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of 82 means 82,000 viewers
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DMA
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Designated market area. Established by Nielsen.
New York is #1 with 7.1 million households, Seattle/Tacoma @ 12 with almost 2 million households
Spokane 73
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Things to know before developing a creative strategy
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target, product (feature & benefits), perception in comparison to competition, how users/nonusers view the product, objective of ad, medium of ad, the budget (perhaps)
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Guidelines for writing good ad copy
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offer a big benefit, make ad easy to see, establish audience identity, speak to consumers, attract by being new, be believable, Uniqueness (USP-unique selling proposition)
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At minimum an ad should
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be capable of gaining attention, effectively communicate something about product/service/company, be memorable, register brand name
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Feature
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The product itself
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Feature
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The product itself
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Benefit
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favorable buying attitude persuasion
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Creative brief elements
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basic problem or issue the ad must address, advertising/communications objective, target audience, major selling ID or key benefits, campaign theme or appeal, supportive info or requirements
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Gallup & Robinson how to determine a good ad
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Brand recognition & benefits
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Appeals
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Rational, emotional, reminder(top of mind awareness), tease, spokesperson (real or fictitious), cues (color, headlines, illustration, copy, music, voice overs)
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Assessing promotional effectiveness
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Media related: who is or has been exposed?
Characteristics of audience: how many were exposed?
creative: reactions to ad? brand?
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Concept tests
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What if we had this type of ad?
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Focus groups
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How would you reach it?
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Finished ad tests
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People in mall with clipboards, asking questions about the ad
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Nielsen
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TV ad exposure/media exposure research company
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Arbitron
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Radio research company (ad/media exposure)
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Simmons
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Magazine research company (ad/media exposure)
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Starch
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Magazine research company (awareness/recognition)
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Diaries
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local, big booklet give to cable customers to document entire day of television watching
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people meters
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national, small box attached to cable where consumers enter how many people are watching a program
114.9 million have TVs, only 25,000 have people meters
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Single-Source Data Requirements
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consumer panel, prior data collection of demo-psycho-behaviors, cable TV(split-runs: simultaneously broadcasting 2 different ads in same area, you get ad A while neighbor might have ad B)
test ad versions, scanners at store or in house
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