Dudo Anthony Dudo IBP PROCESS TAKE HOME MESSAGE Anthony Dudo Even the best messages will be useless if they dont reach the target audience SET A MEDIA OBJECTIVE Anthony Dudo ID: 795430
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Slide1
Media Strategy
Professor Close and Professor
Dudo
Slide2Anthony
Dudo
©
IBP PROCESS
Slide3TAKE HOME MESSAGE
Anthony
Dudo
©
Even the best messages will be useless if they don’t reach the target audience
Slide4SET A MEDIA OBJECTIVE
Anthony
Dudo
©
“To reach 60% of males aged 25-35 that are cycling enthusiasts 3 or more times each month during the first 6 months of the introduction of a new product.”
Address the psychographic and demographic target market and find the media that matches the market best given your budget
Slide5MEDIA PLANNING
Anthony
Dudo
©
Media Plan
Specifies media in which advertising message will be placed to
reach desired audience(s).
Media
Class
A single
form of communication
(TV, radio).
Media Vehicle
Specific option within a class
(Nat Geo mag).
Media Mix
Blend of different media to reach target audience.
Slide6MEDIA PLANNING
Anthony
Dudo
©
Slide7MEDIA PLANNING
Anthony
Dudo
©
Above-the-line:
Traditional measured media (TV, radio, NPs, etc.)
Unmeasured media/IBP tools (more efficient)
Below-the-line:
Slide8CHANGES IN MEDIA PLANNING
Anthony
Dudo
©
More media:
Traditional media lines are blurred
Firms push “news” stories into media
Movies/videos can be promotional vehicles
Social media offer new (cheap) opportunities
Slide9CHANGES IN MEDIA PLANNING
Anthony
Dudo
©
Globalization:
Media now exists in transnational space
Search engines don’t care about
geography
Consumers now used to free content
Nontraditional media are attracting more $
Free content:
Slide10CHANGES IN MEDIA PLANNING
Anthony
Dudo
©
Consumer in charge:
Marketers no solely in charge of
brand; consumers have more power
Consumers choosing no-ad channels (e.g., radio) and have new tools (e.g., DVR)
People will to pay to avoid ads
Clutter & ad avoidance:
Slide11THE OVERALL MEDIA PLAN
Anthony
Dudo
©
Slide12SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Must find similarities between the target market and media audience
Not easy! … apples & oranges problem
“Oops!” potential
1. Identify
t
arget
audience:
Slide13SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Kids love me!
Slide14SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Demand varies; sales are seldom consistent everywhere
Means that ADV must vary according to geographic locations
Geo-targeting
2. Select
geographicmarket
:
Slide15SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
TIMING &
CONTINUITY STRATEGIES
Continuous
Spread ADV continuously and
evenly over the length of the campaign
Pulsing
Intensify
ADV before an open aperture then reduce ADV until the next open aperture
Flighting
Alternating
periods of intense ADV and periods of no ADV
Slide16SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Campaign time
$ Spent
Campaign time
$ Spent
Pulsing
Flighting
Slide17SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Chosen media must be compatible with the advertising strategy
Chose media must
reflect positively on
the brand – the tone must be appropriate
The source itself can have an effect
4. Media fit:
Slide18SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Slide19SETTING MEDIA OBJECTIVES
Anthony
Dudo
©
Must determine the appropriate size (static) or length (broadcast) of the ad
Research is inconclusive
Choose size & length based on objectives
Ex) awareness = short spot
knowledge = long spot
5
. Size & length:
Slide20MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
Reach – the # of different people exposed to
the message
Frequency – the degree of exposure repetition
Must determine the efficiency of different media vehicles
When selecting the specific ADV media:
Slide21MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
Impression – one person’s opportunity to be exposed to an ad
Impressions
are a measure of the size of the audience for one media or a combo of media vehicles
Gross impressions
are the sum of the audiences of all media vehicles during a certain span of time
Gross Impressions:
SOME STANDARD MEASURES FOR SELECTING MEDIA
Slide22MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
SOME STANDARD MEASURES OF EFFICIENCY
Media Vehicle
Target Impressions
Number of Ads
Total Target Impressions
David Letterman
Show
500,000
4
2,000,000
The Colbert Report
1,000,000
3
3,000,000
Gross
Impressions =
5 Million
Slide23MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
AKA – cost per thousand (CPM)
Unlike
impressions
, CPM is focused on cost
Given cost constraints, media is selected that
will expose the largest target audience for the lowest price
Efficiency:
SOME STANDARD MEASURES FOR SELECTING MEDIA
Slide24MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
AKA – cost per thousand (CPM)
Unlike
impressions
, CPM is focused on cost
Given cost constraints, media is selected that
will expose the largest target audience for the lowest price
Efficiency:
SOME STANDARD MEASURES FOR SELECTING MEDIA
Slide25MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
SOME STANDARD MEASURES FOR SELECTING MEDIA
CPM =
Cost of media buy
Total target audience
X
1000
Slide26MEDIA SELECTION STRATEGIES
Anthony
Dudo
©
SOME STANDARD MEASURES FOR SELECTING MEDIA
CPM =
$15,000
2,000,000
X
1000
Magazine example
: An issue of
Real Simple
has 2M readers who could be considered a target audience. The advertising unit is a four-color page with a rate of 15K.
$7.50
Slide27THE LAY OF THE LAND
Slide28THE LAY OF THE LAND
Slide29MEDIA PLANNING: SOCIAL MEDIA
Anthony
Dudo
©
Social Networking:
New paradigm in media planning
Marketer (brand) to consumer,
then consumer to consumer
Marketers can use social media at a fraction of the cost of traditional media
Social media used to create “buzz” or “viral” effect
Slide30IN DEFENSE OF TRADITIONAL ADVERTISING
Anthony
Dudo
©
There are some things you just can’t accomplish without traditional mass media advertising
The Super Bowl and Olympics deliver a truly MASS audience
Brand building still needs traditional ads … for now
Slide31MAIN PURPOSE OF THE MEDIA PLAN
Anthony
Dudo
©
To deliver the right message to the appropriate target audience as many times as necessary to achieve the goals of the advertising campaign
Slide32HEALTHY DOG GOURMET
Anthony
Dudo
©
Don
’
t be constrained by the client’s media plan (i.e., your client is not always right- why are they hiring you?)
Don
’
t get hung up on efficiency
Guidance:
Slide33STEVE JOBS’ LEGACY
Anthony
Dudo
©
PR group / ADV group
What was it about Steve’s ADV and MKT that made him (Apple) such an influence on marketers?
What was novel about Steve’s approach?
What was Steve’s #1 contribution to marketing?
What can we learn from Steve’s successes? What can we learn?