Presentation Transcript

1. Ad presentations Today: Max Williams Youtube link: http://www.youtube.com/watch?v=EYX5fFxcXWU Molly Bowman Youtube link: http://www.youtube.com/user/thestarburstchannel?v=BtVkI8ddLCg Jeff Miller Youtube link: http://www.youtube.com/watch?v=E_I9fyX0RhI Quinlyn Wright Youtube link: http://www.youtube.com/watch?v=Vd_IqOb7pW8 Thursday: Anna Kostjushko JingjingXu Anna Huang Angelio Davis

2. MediaPlanning

   Tuesday, July 10 Ch. 10
3. Today’s Schedule Announcements Recap of last class Discuss media planning (ch. 10)
4. Announcements Study guide posted Yes, it’s only week 3… but it’s a fast summer term Midterm next Tuesday Speaker coming next Thursday Start thinking about questions about TV ads and TV stations For mini ad presentation, make post 24 hours prior to presentation
5. Recap Creative strategies Made to Stick Model Simple, Unexpected, Concrete, Credible, Emotional, Stories The Pitch… takeaways? Creative briefs Appeal types Execution strategies Parts of an ad Headlines, copy, etc.

6. MediaPlanning

   Chapter 10
7. Media planning: spending
8. Media planning: spending
9. Some initial vocabulary Media planning: all inclusive Media objectives: the specifics Media strategy: the method Medium: the type Media vehicle: carrier within a medium
10. Some initial vocabulary Reach: # of unique exposures Coverage: % of audience receiving message through a vehicle Frequency: # of exposures for each consumer
11. Question:What might be some problems in determining reach, coverage, & frequency?
12. Media planning problems Lack of information Inconsistent terminology Time pressure Measurement problems
13. Jobs in media planning Interview with Andrew Mortimer Media Planner for Manning Gottlieb OMD (communications planning & buying agency based in London)
14. Strategies for determining how to allocate the marketing communications budget Media planning calculations
15. Determining who to target:MediaMark reports Free access at: http://www.mriplus.com/
16. Interpreting the MediaMark report
17. Determining who to target Index Number Percentage of users in a demographic segment X 100 Index = Percentage of population in the same segment
18. Determining who to target:An example
19. Determining who to target:An example Question: Are men or women better to target with bacon products?
20. Determining who to target:An example Step 1: Calculate percent across (% of people in a segment that use a product) In other words: (proj ‘000) / (tot ‘000)
21. Determining who to target:An example Step 2: Calculate percent down (% of all users in that particular segment) In other words: (proj ‘000 for segment) / (proj ‘000 for total) Note: this is not required to calculate the index number, but is just informative
22. Determining who to target:An example Step 3: Calculate index (% of users in a segment compared to in population) In other words: (pct across for segment) / (pct across for total)
23. Determining who to target:An example Therefore… Who would you rather market bacon to?
24. Determining who to target: Another example What education level should Nike target? Calculate the index numbers. See example 1 on worksheet.
25. Determining who to target: Another example Answer: Those that have attended college.
26. Determining WHERE to target Brand Development Index Percentage of brand to total U.S. sales in market BDI = X 100 Percentage of total U.S. population in market “Market” here means region or location, for example: Oregon
27. Determining where to target:Example
28. Determining where to target:Example Question: Which state is the worst to target with duck tshirts ads? Calculate the brand development index. See example 2 in worksheet.
29. Determining where to target:Example
30. Determining where to target:Example
31. Determining where to target:Another similar approach Category Development Index Percentage of total product category sales in market CDI = X 100 Percentage of total U.S. population in market
32. Determining where to target:What do high BDI and CDI mean?
33. When to target:Scheduling methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
34. Reach and frequency A. Reach of One Program B. Reach of Two Programs Total marketaudience reached Total marketaudience reached C. Duplicated Reach of Both D. Unduplicated Reach of Both Total market reached with both shows Total reach less duplicated shows
35. Effectiveness of reach & frequency:Ratings points Gross ratings points (GRPs) GRP = Reach X Frequency Duplicated reach! Target ratings points (TRPs) Refinement of GRP Only reach of TM
36. Effective reach & frequency Synonymous terms: excessive exposure, over exposure, waste coverage
37. How to determine reach
38. How to determine reach
39. Determining reach: Another example Includes pass along rate
40. Determining reach: Another example
41. How to determine cost of reach(for print media) Cost per thousand (CPM) Cost of ad space (absolute cost) CPM = X 1,000 Circulation A note about costs: Absolute: actual cost of communication Relative: relationship between actual cost and reach
42. CPM: an example Cost of ad space (absolute cost) X 1,000 CPM = 340,000
43. CPM: an example $45,480 X 1,000 = $133.76 CPM = 340,000
44. CPM: an example Question: Which magazine is the most cost effective to advertise a new healthy product in? Calculate the CPM. See example 3 in worksheet.
45. CPM: an example
46. How to determine cost of reach(for broadcast media) Cost per rating point (CPRP) Cost of commercial time CPRP = Program rating 1 rating point represents 1% of all households in an area tuned into a program
47. How to determine cost of reach(for newspaper) Cost per rating point (CPRP) Cost of commercial time CPRP = Program rating 1 rating point represents 1% of all households in an area tuned into a program
48. Upcoming Due Dates Assignments Deliverable #1 was due before class… now late Start thinking about Deliverable #2 (due prior to class on Tuesday, 7/24) Midterm next Tuesday (7/17) Reading Chapter 19 (Measuring effectiveness)