The Marketing of Messages

1. The Marketing of Messages & Media • Chapter 10

2. Media & The Marketing of Messages • Media Speak • Media Building Blocks • Strengths & Weaknesses • Building The Media Plan • The Media Planning Revolution • Today we’ll cover…

3. Media Speak • Media/Medium/Vehicle • Media = collective noun • Medium = one type of media • Vehicle = single carrier

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 vehicle’s total audience

5. 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

6. 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

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

8. First, we’ll examine the Strengths & Weaknesses of each Medium Media Building Blocks Strengths & Weaknesses: • Then, we’ll take you through the steps of Building a Media Plan.

9. 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 Print Strengths & Weaknesses:

10. “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 Newspaper Strengths & Weaknesses:

11. Special audience opportunities Can be long-lasting Repeat exposure High “passalong” Creative flexibility Building audience takes time Can be cluttered Early closing dates Magazine Strengths & Weaknesses:

12. 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 Out-of-Home Strengths & Weaknesses:

13. Various formats. Special audiences. Inexpensive Affordable frequency Affordable production Reaches mobile market Scheduling & creative flexibility Immediacy Radio is cluttered Radio Strengths & Weaknesses: • Radio spots are fleeting

14. Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious Fleeting Expensive Big shows. Big Bucks. Production can be expensive Best shows have limited availability Television Strengths & Weaknesses:

15. Geographic flexibility Inexpensive Varied programming. Specialized audiences. Upscale audiences Wide variety of ad formats Low ratings Reporting is inadequate Cable TV Strengths & Weaknesses:

16. Building The Media Plan:

17. 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.

18. Building The Media Plan: • The Media Plan is… • a blueprint for future action… organizing a brand’s 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.

19. Building The Media Plan: • Media Objectives • WHAT your Media Plan hopes to achieve • Media Strategies • HOW the Media Objective will be implemented

20. Building The Media Plan: • Evaluation & Analysis • Planning Media Objectives • Media Strategies • The Media Buy • Post-Buy Analysis

21. Building The Media Plan: • Evaluation & Analysis • Seasonality • Brand History • Budget • Purchase Cycle • Prime Prospect • Geography • Competition • Promotional Activity

22. Building The Media Plan: • Evaluation & Analysis • + Problems & Opportunities • Similar to Situation Analysis SWOT Analysis • Becomes foundation for… The Media Plan

23. Building The Media Plan: • Planning Media Objectives • Target Audience • Seasonality • Geography • Reach & Frequency

24. 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)

25. Building The Media Plan: • Planning Media Objectives • Seasonality • Seasonal sales • Media Efficiency • Competitive media presence • Promotions Scheduled

26. 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

27. 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

28. Building The Media Plan: • Planning Media Strategies • Nature of Media/Message • Media Strength/Weakness • Media Efficiencies - CPM • Eliminate Media that don’t fit Brand • Consider Selling Environments • National vs. Local Spending • Scheduling Strategies • Synergy between Media/Ad

29. 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

30. 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

31. Building The Media Plan: • Planning Media Strategies • Scheduling Strategies • Four Types of Ad Schedules:

32. 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”

33. Building The Media Plan: • Post-Buy Analysis • Measure actual performance • Media makes “guarantees” • Involves large amount • If below guarantee, media must provide a “make-good.” • And, if you do a good job…

34. Building The Media Plan: You Get to Do It Again Next Year!

35. 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 media planning

36. Media Planning: A New Revolution • “It will be more challenging to work in advertising in new media… it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.” Jayne Spitler, Leo Burnett/StarCom

37. 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

38. 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

39. Media Planning: A New Revolution • “Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.” Keith Reinhard, Chmn DDB

40. Questions Discussion: &