Media Characteristics and Planning

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Media Characteristicsand Planning

• MKT 846
• Professor West

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Agenda

• Big Picture Planning
• How do you decide what media are most
  appropriate?
• Where and how often do you want your message
  heard?
• What other options are there besides making a big
  splash on television?
• Testing your skills continued

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Nontraditional Approach

• BMWs re-launch of the Mini Cooper in 2002
• Giving a small car big 'tude cute enough for
  kids to ride, small enough to fit on top of an
  SUV and sexy enough to be a Playboy centerfold,
  the new BMW Mini launched with many guerrilla
  twists and turns. Brandweek

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Nontraditional Approach

• BMWs re-launch of the Mini Cooper in 2002
• Kerri Martin was assigned to be the guardian of
  the brands soul. She refused to consider a
  traditional launch for the car. Instead she
  looked for novel ways to create buzz about the
  brand.
• Target Market People who see themselves as risk
  takers, nonconformists, and adventure seekers.
  These individuals were not defined by their age
  but by their spirit.
• Objectives Reach 25 brand awareness within one
  year, and sell 20,000 cars.

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Non-traditional Approach

• Magazine ads broke the mold, forcing sellers to
  invent new rate cards.
• Ads appeared Auto Week and Rolling Stone, in
  which the magazines' binding staples were
  center-stripe orange to accentuate the visual of
  faint tire tracks. To show how Mini's handling
  inspires risk-taking, marketers went so far as to
  insert real motion sickness bags.
• Mini is the first automobile to actually win
  bragging rights as Playboy's Playmate of the
  Month in June. Ads ran biographical photos of
  Mini's "youth" in London, complete with cartoons
  on the flip-page.

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Results

• In the six months preceding the launch, the
  website registered 210,000 leads.
• 55,000 visitors signed up to receive the e-mail
  newsletter
• Brand awareness levels went from zero to 25 in
  nine months, and up to 67 by June 2003.
• Exceeded its sales goal, with 24,590 cars sold in
  nine months.

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How nontraditional tools work?

• Visibility/Exposure
• Buzz Word of Mouth
• Missionary
• Advocacy Virtuous Cycle of Excitement
• for the Brand Word-of-Mouth
• Infatuation
• Sales/Purchase

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How nontraditional tools work?
Point of infatuation

• Desired End-State
• Purchase
• Possible End-State
• Brand
  forgotten
• 
  
• Time
• Phase I Phase II

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Excitement
Generating excitement, buzz, visibility
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Getting the most for your media dollars
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Four Step Planning Process
Questions to Ask Tools/Sources for Answers
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Media Targeting

• Category Development Index
• Measures the relative consumption rate in a
  market for a particular category.
• Average consumption per HH in
• CDI a specified market X 100
• Average consumption per HH
• nationally
• Values above 100 are higher than average and
  below 100 are lower than average.
• CDI informs marketers where they will get their
  best return on media dollars

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Media Targeting

• Brand Development Index
• Measures the relative development in a market for
  a particular brand.
• Average consumption of brand A
• BDI per HH in a specified market X
  100
• Average consumption of brand A
• per HH nationally
• Values above 100 are higher than average and
  below 100 are lower than average.
• CDI informs marketers where they will get their
  best return on media dollars

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Media Profiles

• Media Kits
• Mediamark Research Inc. (MRI)
• Gallup Robinson

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Sample MRI Report
http//www.mriplus.com
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Media Objectives

• Reach the percentage of a specified audience
  having the opportunity to be exposed one or more
  times to a particular communication vehicle
  within a specified time period
• Targeted Reach the portion of a vehicles
  audience thats in the brands target market
• Frequency the average number of times those who
  are reached have an opportunity to be exposed to
  a brand message within a specified time period.
• GRP reach times the average number of exposures
  during a specified time period.
• Targeted Gross Rating Points the number of GRPs
  delivered against just the targeted audience.

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How Many Exposures is Necessary?
Total Exposure versus Effective Exposure
Reach
Excessive Exposure
Effective exposure
Number of Exposures
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How Many Exposures is Necessary?

• Variables determining the brand message impact
• Complexity of the message
• Attention value of the medium
• Attention grabbing power of the message
• Consumer involvement and message relevance
• MC objectives
• The role of personal influence
• Share of voice

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Four Step Planning Process
Questions to Ask Tools/Sources for Answers
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How to accomplish your objectives

• Consider the buyer decision process
• AIDA
• Mass media are used to create attention and
  maintain brand awareness
• At the desire and action stage, interactive media
  deliver a more personal message with greater
  impact
• Media tools are used to make objective cost
  comparisons among options
• Cost per thousand (CPM) Cost x 1,000
  
• Circulation/Reach

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Media Characteristics
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Media Characteristics
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Media Characteristics
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Which Media Do It Best?
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Which Media Do It Best?
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Which Media Do It Best?
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Media Scheduling Strategies
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Media Scheduling Strategies
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Supplements
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Advertising Expenditures, Part I
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Advertising Expenditures, Part II