Account/Media Strategy and Planning

1
Account/Media Strategy and Planning
2
Campaign Strategy

• Objectives What are your goals?
• Targeting Who are your best prospects?
• Competitive advantage What differentiate your
  brand?
• Brand personality Human characteristics of
  brand?
• Positioning Whats your place relative to
  competition?
• Geographic Where to concentrate your efforts?
• Seasonality When to market the product/service?

3
Objectives

• Sales objectives focused on direct action, such
  as a buying response
• Goal generate short-term increases in sales. Be
  realistic. 1-2 increase
• Communications objectives focused on building
  awareness or image.
• Goal create and improve knowledge or favorable
  perception of the product.

4
Targeting

• Determining your best prospects
• Not all prospect groups should be targets
• Must prioritize among possibilities
• Primary, secondary, tertiary markets
• Users, buyers, and influencers
• Research identified prospects
• Strategy defined targets

5
Competitive Advantage

• What give you an edge on competitors?
• A unique set of features that are seen as
  significant and superior by consumer
• Key to brand loyalty and brand equity
• Cost Maximize value to consumers (Walmart)
• Differentiation Unique experience (Apple)
• Niche Focus on narrow market (Rolex)

6
Position and Personality

• What is your place in the market?
• How are you understood by consumers?
• What can you deliver to consumers?
• What human characteristics/personality traits can
  be attributed to your brand?
• Must be something consumer can relate to

7
Geographic and Seasonal

• What parts of the country? What types of markets?
  What areas of a market?
• Regions, DMAs, metro rings
• What times of the year? What holiday seasons?
  What other timing factors?
• Time of year, month, week, and day

8
Outline

• Function of Media Planning
• Media Planning Objectives/Strategies
• Media Selection
• Media Information Sources
• Media Outlets and Options

9
Functions of Media Planning

• Goal Delivering ad to target audience
• Decisions
• Which audience?
• Where?
• When?
• How long?
• Increasing complexity of media planning

10
Aperture in Media Planning

• The ideal moment for exposure to ad
• Consumer in info-seeking mode
• Consumer in purchase mode
• Interest and attention are high

11
Media Planning Objectives

• Reaching the target
• Sales geography Where to advertise
• Timing when to advertising
• Duration how long to advertise

12
Reaching the Target

• Matching info on
• Target audience profile
• Mass media audiences
• Categories of information
• Audience demographics
• Product user characteristics

13
Sales Geography Where

• Geographic sales differences
• Differential dollar allocations
• Regional distribution patterns
• Focused advertising expenditures
• Targeted markets or hubs
• Such are airlines or hotel chains

14
Timing When

• Season timing
• Holiday timing
• Days-of-the-week timing
• Hours-of-the-day timing
• When is as important as Where

15
Duration How Long

• Size of the advertising budget
• May need to select times to focus
• Consumer-use cycles
• When are sales highest, when is purchase?
• Competitors advertising
• Share of voice / Share of dollars

16
Timing/Duration Strategies

• Continuity
• Flighting w/ hiatus
• Pulsing

17
The Media Environment

• Content context
• compatibility with product
• Media clutter
• Share of voice in a given medium

18
Staging the Media Plan

• Starting point Situation Analysis
• Media objectives
• What are the media goals?
• Strategy Media selection
• Finding the most appropriate media
• Flow Chart
• Scheduling
• Month-by-month budget allocation

19
Marketing Sources

• Important factors
• Area sales patterns
• Month-by-month sales patterns
• Distribution patterns
• Competitors advertising patterns

20
Media Sources

• Media selection based on
• Audience research
• Media costs
• Important factors
• Media popularity/usage
• Media audience profiles
• Media cost forecasting
• Media characteristics

21
Strategic Use of Advertising Media

• Purpose
• Coverage
• Targeting
• Support
• Audience/Product Involvement
• High vs. Low Involvement
• Type of Appeal
• Rational (Cognitive)
• Emotional (Affective)

22
Advertising Media

• Print Media
• Place Media
• Broadcast Media
• Narrowcast Media

23
Print Media

• Print Media
• Newspapers
• Magazines

24
National and Local Newspapers

• National Newspapers
• Metro Daily Newspapers
• Regional Daily Newspapers
• Local Weekly Newspapers

25
Newspaper Readers

• Mass market (relatively wide reach)
• Readership increases with
• Age
• Education
• Income

26
Types of Newspaper Ads

• Classified
• Display
• Local vs. National
• Supplements

27
Advantages of Newspapers

• Geographic targeting
• High credibility
• Permanence/User-paced
• High information potential

28
Disadvantages of Newspapers

• Limited color
• Poor reproduction quality
• One day life span
• Unattractive layouts
• Hard to measure actual exposure
• Massive decline in readership

29
Decline Across Ages
30
Strategic Use of Newspapers

• Coverage medium
• Geographic targeting
• Local retail ads
• High involvement consumers/products
• Rational appeals

31
Magazines

• General circulation magazines
• Specialized Magazines
• Target marketing
• Trade Magazines

32
Advantages of Magazines

• High color reproduction quality
• High credibility
• Permanence/User-paced
• Pass along factor
• High information potential

33
Disadvantages of Magazines

• Hard to measure actual exposure
• Long lead times
• Expensive High CPMs
• Decline in news magazines

34
Strategic Use of Magazines

• Highly specialized target marketing
• Geographic targeting with zip editions
• High involvement consumers/products
• Rational and emotional appeals

35
Place/Outdoor Media

• Billboards
• Transit
• Ambient

36
Billboards / Ambient
37
Advantages of Billboards

• High frequency
• Geographic flexibility
• Low cost per exposure

38
Disadvantages of Billboards

• Fleeting message
• Limited information
• Long lead times
• Location unavailability
• Visual pollution

39
Strategic Use of Billboards

• Good coverage medium
• Localized support medium
• Low involvement products

40
Transit Advertising
41
Advantages of Transit

• Captive audience
• Low cost
• Supports mass transit systems

42
Disadvantages of Transit

• Lack of status
• Cluttered environment
• Limited information potential

43
Strategic Use of Transit

• Localized support medium
• High and low involvement products

44
Explosion of Ambient

• Reasons for growth of ambient media
• A decline in power of traditional media.
• Greater demand for point-of-sale contact.
• Narrowcasting to specific audience.
• Extremely versatile.

45
(No Transcript)
46
Broadcast Media

• National Television
• Local Television
• Cable Television
• Syndicated Television
• Radio

47
Advantages of National Television

• Mass coverage
• Low cost per thousand (CPM)
• Some content-based targeting
• High impact
• Creativity/stopping power

48
Disadvantages of National Television

• High production costs
• High absolute media costs
• Brevity
• Impermanence/Not user-paced
• Low information potential
• Clutter
• Zipping and Zapping

49
Strategic Use of National Television

• Coverage medium
• Low involvement consumers/products
• Emotional appeals

50
Local (Spot) Television

• Local Affiliates
• Local Independents

51
Cable Television

• Superstations
• News channels
• Entertainment channels
• Specialized channels

52
Advantages of Cable TV

• Similar to National Television
• Low cost absolute and CPM
• More specialized audiences

53
Disadvantages of Cable TV

• Similar to National Television
• Lower quality ads
• Limited reach
• Fragmented audience

54
Strategic Use of Cable TV

• Targeting with television
• Some high involvement consumers with specialized
  channels
• Emotional / rationale appeals

55
Syndicated Television

• First-run syndication
• Rerun syndication (off network)

56
First-run Syndication
57
Rerun Syndication
58
Forms of Television Advertising

• Sponsorships
• Infomercials
• Participation
• Breaks within a program
• Spot announcements
• Breaks between programs

59
Radio

• Network Radio
• Syndication
• Unwired networks
• Satellite Radio
• Local Spot Radio

60
Advantages of Radio

• Low media cost
• Low production costs
• Short lead times
• Captive audiences
• Specialized audiences

61
Disadvantages of Radio

• No visuals
• Low information potential
• Impermanence/Not user-paced
• Fragmented audiences
• Complicated media buys
• Clutter

62
Strategic Use of Radio

• Good targeting medium
• Localized support medium
• High and low involvement products/consumers
• Rational and emotional appeals

63
Narrowcast Media

• Direct marketing
• Telemarketing
• Direct mail
• Yellow pages
• Interactive media (The Internet)

64
Direct Media

• Direct Mail
• Catalogues
• Broadcast media
• Infomercials
• 800 numbers
• Telemarketing

65
Advantages of Direct

• Personalized impact
• Elaborate databases for targeting
• Reaches inaccessible audience
• Measurable exposure/success

66
Disadvantages of Direct

• High CPMs
• Junk mail
• High audience refusal rates
• Environmental concerns
• Key is a high quality mailing list

67
Strategic Use of Direct

• Target marketing
• Relationship marketing
• High involvement consumers/products

68
The Internet

• Rapid adoption/growth
• Importance as an advertising medium
• Massive shift in advertising dollars

69
Adoption Curves for Various Media
The Internet is the fastest growing medium in
history Launch of HBO in 1976 was used to
estimate the beginning of cable as an
entertainment/ad medium. Morgan Stanley
Technology Research estimate (Chart
shows the Internet beginning as an
entertainment/ad medium in 1994 because
its earlier use was restricted to
governmental activities)
70
Advantages of the Internet

• Interactive medium/Active audience
• Affluent market
• Permanence/User-paced
• High information potential
• Immediate response

71
Disadvantages of the Internet

• Untested medium
• Fragmented audience
• Slow downloads
• Security and privacy issues

72
Strategic Use of the Internet

• Target marketing
• High involvement consumers/products

73
Miscellaneous Advertising

• Movie trailers
• Controlled by motion picture companies and
  distributors, not theaters
• Blimps and planes
• Sporting events
• Grocery carts
• Ticket backs
• Rapidly growing list of other ad media