MSU Media Presentation

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MSU Media Presentation

• Presented by RET Media Services
• September 21, 2001

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Agenda

• Marketing Goals
• Competitive Analysis
• Media Objectives
• Media Strategy
• Questions

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Marketing Goals

• Marketing Objectives

Media Objectives
Tasks used to accomplish the marketing goals.
Purpose for the Campaign
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Marketing Goals

• Defining Goals
• Increase Market Penetration (Trade)
• Build Awareness
• Drive Tune-In
• Increase Usage of the Network

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Gauging Competition

• Who are your competitors?
• When, where and how much?
• What is the current position of the network
  comparatively?
• Strengths, weaknesses and similarities with the
  competitors

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Competitive

• CMR provides syndicated research on traditional
  media spending
• PIB provides spending by publication
• Not absolutedirectional

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Competitive

• TCMs primary competitor is AMC
• TCMs other top competitors include AE, Bravo,
  Lifetime, History, TV Land, TV Food, HGTV and WE

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Competitive

• TCMs primary competitors spending FY 2000 are
  as follows
• 1 AE, 2 History and 3 Lifetime
• TCMs primary competitors cable rating FY 2000
  (excluding AMC) are as follows
• 1 Lifetime, 2 AE, and 3 History

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Competitive

• Where do TCMs primary competitors advertise?
• 39 Consumer Magazine (Tune-In, Entertainment
  Magazines)
• 30 Spot Radio (Tune-In, High Frequency, Recency,
  Specific Targets)
• 22 Newspaper (Tune-In TV Supplements)

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Media Objectives

• Overall Goal
• Target Audience
• Geography
• Seasonality/Scheduling
• Communication Goals
• Budget

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Media Objectives
Overall media objective for TCM this year has
been to build awareness and stimulate trial thus
increasing tune-in.
Awareness goals need to deliver the message to
the largest possible percentage of the target
market.
Using a media mix or variety of vehicles helps to
broaden reach. On-going media provides continuity
which helps to maintain awareness level.
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Media Objectives

• Target Audience has been defined as
• Adults 25-54
• Attended College
• HHI 50k
• Culturally Active
• Visit museum or gallery attends live dance,
  music, theater or/and an adult education class
  one or more times per month.

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Media Objectives

• Geography
• Spot Market vs. National Exposure
• Selected spot markets may be decided on size,
  availability of TCM, composition of target
  audience or propensity to watch classic films
• TCM most often uses national media with a heavier
  concentration in select markets depending on
  campaign

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Media Objectives

• Seasonality / Scheduling
• Sustain campaign for image/awareness
• Shorter flights for tune-in messages
• Competitive Programming (Network/Cable)
• Seasonal Media Efficiency (Varies by medium)

Tune-in campaigns are dictated by air date.
Awareness opportunities are typically scheduled
for third quarter when network programming is in
reruns. However, networks are airing more
original programming during the summer months.
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Media Objectives

• Communication Goals Reach Frequency
• Given budget limitations, the direct trade-off
  between reach and frequency dictates that any
  move toward maximizing reach results in a
  sacrifice of frequency and vice versa.

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Media Objectives

• No definitive study has set the ideal for all
  products or campaigns.
• When creating brand awareness, reach is usually
  more important.
• Needed frequency levels are often determined by
  familiarity of the product.
• Effective Reach states that the reach level must
  have a 3 frequency.
• Recency Theory - only one exposure if near point
  of action

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Media Strategy

• Analyze the target audience
• MRI (National) Scarborough (Local)
• Proprietary Information TCM Research
• Client Input
• Common Sense

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Media Strategy

• MRI Media Usage Data
• Target audience is an above average consumer of
  print media (magazine and newspaper), below
  average in television viewership (appointment
  viewers) and maintains average radio use.
• Segmentation study also indicates target audience
  to be heavy users of the internet.

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Media Strategy

• MRI television preferences
• Target audience prefers to watch entertainment
  and sports specials, upscale prime programming
  and late fringe programming such as Letterman
  and The Tonight Show.

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Media Strategy

• MRI publication findings
• The types of publications read by the target
  audience includes Airline, Travel, Epicurean,
  Computers and Photography.
• Publications which indexed well against the
  target audience include Atlantic Monthly, New
  York Times, Architectural Digest, New Yorker,
  Money, TravelLeisure, InStyle, Vanity Fair,
  Talk, Audobon, Martha Stewart and Time.

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Media Strategy

• MRI data indicates the target audience prefers
  these cable networks Travel Channel, Bravo, CNN,
  AE, Food and History.
• MRI data indicates the target audience prefers to
  listen to these radio formats Classical, Public
  Radio, Jazz, News and Modern Rock. (Can vary by
  market)

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Media Strategy

• Once we decided to use print as our primary
  medium, how do you select specific titles?
• Magazine composition (target index)
• Editorial Environment
• Efficiency and Out-of-Pocket Cost
• Positioning Opportunities
• Other advertisers
• Added Value

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Media Strategy

• TCM has advertised in various magazines this year
  for various reasons.
• People and Entertainment Weekly (Entertainment
  specifically TV edit)
• New York Times Magazine, Playbill (Culturally
  Actives)
• Vanity Fair (Classic Movie Edit)
• Premiere (Movie Buffs)

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Media Strategy

• Non-Traditional Media is a great way to create
  additional buzz but is often difficult to
  measure.
• Non-Traditional Media covers a wide variety of
  media including In-Cinema (used by TCM),
  GoCards, Wild Postings, Valet Receipts, Sidewalk
  Chalk Drawings, Stadium Advertising, Taxi
  Toppers..

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Media Strategy

• Corporate Benefits
• Time Inc. Publications (EW, People, Instyle,
  Time, Sports Illustrated)
• TCM currently receives cross promotional 15 sec
  spots on its sister networks Cartoon, TBS, TNT
  and a few on CNN. Spots run sporadically on HLN.
  This is regarded as icing on the cake, since it
  can not be guaranteed
• TCM also receives 10 sec spots on the Airport
  Channel.

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Questions?

• Media
• Media Employment Opportunities