The Marketing of Messages

1
The Marketing of Messages

• Chapter 10

Media
2
Media

The Marketing of Messages

• Today well cover

• Media Speak
• Media Building Blocks
• Strengths Weaknesses
• Building The Media Plan
• The Media Planning Revolution

3
Media Speak

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

and sometimes media vehicles are vehicles
4
Media Speak

• Audience/Coverage/Composition
• Audience
• 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 vehicles
  total audience

5
Media Speak

• Audience/Coverage/Composition
• Prospects
• potential purchases
• Target Market
• group of prospects
• can be defined in concrete terms
• Target Profile
• demographics
• psychographics
• product usage

6
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

7
Media Speak

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

8
Media Speak

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

9
Media Building Blocks
Strengths Weaknesses

• First, well examine the Strengths Weaknesses
  of each Medium

• Then, well take you through the steps of
  Building a Media Plan.

10
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

11
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

12
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

13
Out-of-Home
Strengths Weaknesses

• Poor demographic selectivity
• Limited time. Limited copy.
• Complicated logistics
• Can be expensive
• Restrictions

• Frequency and repetition
• Large audiences. Low cost.
• Visual impact
• Blanket coverage
• Versatility

14
Out-of-Home
Strengths Weaknesses

• New technology
• New opportunities
• Example McDonalds in Piccadilly Circus

15
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
• and one more bit of interesting news

COMING SOONHD Radio
16
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

17
Cable TV
Strengths Weaknesses

• Geographic flexibility
• Inexpensive
• Varied programming. Specialized audiences.
• Upscale audiences
• Wide variety of ad formats

• Low ratings/ small audiences
• Reporting is inadequate

18
New Media
Strengths Weaknesses

• New
• Low cost
• Interaction and involvement
• Buzz and excitement
• Measurable

• Sites can be hard to find
• Production can be expensive and time-consuming
• Small to invisible audiences
• Hugely cluttered
• Good quantitative data hard to get

19
Building
The
Media Plan
20
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.

21
Building The Media Plan

• The Media Plan is
• a blueprint for future action organizing a
  brands 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.

22
Building The Media Plan

• Media Objectives
• WHAT your Media Plan hopes to achieve
• Media Strategies
• HOW the Media Objective will be implemented

23
Building The Media Plan

• Evaluation Analysis
• Planning Media Objectives
• Media Strategies
• The Media Buy
• Post-Buy Analysis

24
Building The Media Plan

• Evaluation Analysis
• Seasonality
• Brand History
• Budget
• Purchase Cycle
• Prime Prospect
• Geography
• Competition
• Promotional Activity

25
Building The Media Plan

• Evaluation Analysis

• Problems Opportunities
• Similar to Situation Analysis in Chapter 8
• Becomes foundation for

The Media Plan
26
Building The Media Plan

• Planning Media Objectives

• Target Audience
• Seasonality
• Geography
• Reach Frequency

27
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)

28
Building The Media Plan

• Planning Media Objectives

• Seasonality

• Seasonal sales
• Media Efficiency
• Competitive media presence
• Promotions Scheduled

29
Building The Media Plan

• Planning Media Objectives

• Geographic Considerations

• Distribution
• National/Regional/Local
• Budget
• National/Regional/Local
• Competition
• Offensive or Defensive Strategy?
• Sales by Market

30
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

31
Building The Media Plan

• Planning Media Strategies

• Nature of Media/Message
• Media Strength/Weakness
• Media Efficiencies - CPM
• Eliminate Media that dont fit Brand
• Consider Selling Environments
• National vs. Local Spending
• Scheduling Strategies
• Synergy between Media/Ad

32
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

33
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
34
Building The Media Plan

• Planning Media Strategies

• Scheduling Strategies

• Four Types of Ad Schedules

35
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

36
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

37
Building The Media Plan

• You Get to Do It Again Next Year!

38
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
  connection planning

39
Media Planning
A New Revolution

• It will be more challenging to work in
  advertising in new media its a skys the
  limit type of thing. And advertisers have to
  know all the possibilities.
• Jayne Spitler, Leo Burnett/StarCom

40
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

41
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

42
Media Planning
A New Revolution

• Todays toughest question is how to find
  your customers at the most strategic time
  thats why media is the new creative frontier.
• Keith Reinhard, Chmn DDB

43
Media Creative Content Distribution

• Thats how CPB describes their Media Function
• Media The New Creative Frontier
• Lets look at a few examples

44
Media Creative Content Distribution

• An early example The Loop
• TV about outdoor for a radio station

45
Media Creative Content Distribution

• Burger King (CPB)Simpsonize

46
Media Creative Content Distribution

• Nike TV about a Website

47
Media Creative Content Distribution

• Frito-Lay Commercial Contest
• 1900 Entries 5 finalists posted online

48
Questions Discussion

49
The Marketing of Messages

• Chapter 10

Media
50
Questions Discussion