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Adv 435 ch 7 media
- 1. ADV 435Chapter 7Media Strategy and Tactics
- 2. OverviewConsumers are distractedNo Long Just watch TV
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- 7. TV as backgroundPurposeEfficientand Effective communication
- 8. PurposeEfficient = Mostdelivery for least costEffective = Media that influences and enhances message
- 9. Starts WithBudgetwhich mediato include
- 10. Impacts creative PlanObjectives Reach
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- 13. Time Frame(#weeks/mos)
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- 16. GRP’s &TRP’sPlan Objectives Reach
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- 19. Time Frame(#weeks/mos)
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- 22. GRP’s & TRP’sPlanObjectivesQuantitative
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- 27. To WhomPlanObjectivesQualitative Impact of Message
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- 29. PrivateQuantitative ObjectivesReach= # DIFFERENT people exposed in given periodEx: 75% men 45-74 Sept-Dec
- 30. Quantitative ObjectivesFrequency =# Times people exposed in given periodEx: 80% women 25-34 3x per week in four weeks
- 31. Quantitative ObjectivesReach &FrequencyAre inversely related.As you increase freq,Reach drops
- 32. Quantitative ObjectivesReach &FrequencyAre inversely related.To increase both: Lengthen Schedule
- 33. Increase budgetEffectiveR & FHow many People &How many RepetitionsDoes it take to achieve Desired awareness
- 34. Effective R &FHow many times: “No Final Exam” vs. “theory of relativity”
- 35. Effective R &FHow many People:Class Announcement vs. Blackboard
- 36. Effective R &FGeneral Considerations One exposure has no impact
- 37. Exception: SuperBowl Ads????
- 38. Main Thrustshould be Freq.
- 39. 2x in4 weeks is minimum
- 40. 3x in4 weeks is Optimal
- 41. beyond 3xin 4 weeks = law of Diminishing returnsEffective R & FGeneral Considerations Wear out is not frequency based but rather creative
- 42. Great onesdon’t wear out!
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- 45. http://www.youtube.com/watch?v=rmPRHJd3uHI&feature=relatedEffective R &FGeneral Considerations Lesser Known Brand – Focus on Frequency
- 46. Better KnowBrand – Focus on ReachEffective R & FGeneral Considerations TV Dayparts = different goalsNews & prime Access = Frequency
- 47. Less costly,more spots
- 48. Prime =Reach
- 49. More costly,less spotsEffective R & FGeneral Considerations Magazines = different goals Thick = More Reach
- 50. moreto read/ longer to respond
- 51. Thin =More Frequency
- 52. Lessto read, quicker to respond Effective R & FGeneral ConsiderationsGreater SOV = Greater benefit from increased frequency
- 53. TimingWhen sales orhigh or low?Aim for sales inclination (when people buy) Start schedule just ahead to allow awareness to build
- 54. use teaserads (coming Soon)
- 55. use adswith start dates
- 56. Fish whenthey are bitingTimingBudget ConstraintsFlighting or Pulsing? Flighting provides more impact in less time
- 57. Pulsing createsimpression of constant advertising
- 58. Out ofsight = out of mindTimingCompetitive considerations If budget allows, match timing
- 59. If not,seek alternative periods
- 60. Be awareof customer expectations
- 61. Best FoodDay
- 62. Sunday CarSection
- 63. Sports Sectionfor beer, gear
- 64. Opportunities torecoup or increase SOMTimingSpecific Goals of Brand New Product Launches
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- 66. ModelYear IntrosTimingProduct Availability & Promotion RequirementsNo Product = No ads
- 67. No Participation= no Ads
- 68. Oprah WebCoupon for Free Lunch of Kentucky Grilled Chicken May 2009
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- 70. Water Icein Winter?
- 71. Yet Fashionhas long lead into season.
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- 74. Gloves &BootsTimingStage of Product Life Cycle Earlier = More $ & Weight
- 75. Windows ofOpportunity to be first or only on air Later = More Media options as Target(s) expandGRP’s vs. TRP’sSometimes considered sameActually:GRP’s = Population as wholeTRP’s = Specific demo
- 76. Strategic Considerations TargetAudience
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- 79. Media timingTargetAudience Demographics
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- 81. Can varyweight by
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- 84. Tertiary (5%)TargetAudience Psychographics
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- 89. BehaviorsTarget AudienceLifestyles = Application of PsychographicsTarget Audience Product or Brand usage
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- 92. LightTarget AudienceProduct or Brand usage
- 93. Index demo’susage/Average use
- 94. Positive index= 100 or more
- 95. But do100+ targets create enough of a media target?
- 96. Can wereach them efficiently?
- 97. Are <100indices a worthwhile media target?
- 98. Why arethey <100?
- 99. Distrib./Lifestyle/GeographyTarget AudienceProduct or Brand usage
- 100. Can Networkbuy improve Index
- 101. Remember MediaPurpose isEfficiency…most delivery at least cost
- 102. Target Audience geodemographics
- 103. Spot TV/Cable TV
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- 106. NJ Monthly/SJ/New York Magazine
- 107. Regional Editionsof National Magazines
- 108. OutdoorMedia Classes Newspaper
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- 113. Internet/E-mail
- 114. TextMediaClasses Transit
- 115. InStore
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- 120. DirectMailMedia MixDaypartsTV: Prime
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- 122. News (Early& Late)
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- 126. SportsMedia MixDaypartsRadio:AM/PM Drive
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- 145. SpecialsMedia MixFactorsin Mix Target Audience
- 146. What dothey
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- 149. Listen toMediaMixFactors in Mix geography
- 150. Where arethey?
- 151. Is networkor full run more efficient then Spot, Regionals?
- 152. Media MixConcentrated orAssorted Mix Concentrated seeks to “own” a medium.
- 153. Focus onfewer media, and choices within.
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- 155. CBS/Fox andUSA Today/WSJMedia MixConcentrated or Assorted Mix Assorted Mix allows for focus on secondary, tertiary and diverse targetsMedia TimingContinuity Continuous – each week
- 156. Full YearSponsorships
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- 158. Sustaining Supportfor Breakfast or All Night Drive-thruMedia TimingFlighting few weeks on, some off
- 159. Often buildaround:
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- 163. Sales patternsMediaTimingPulsing two weeks on, two off
- 164. More Effectiveas reminder But….
- 165. Focus ison FrequencyMedia Buying Hold back portion for special opportunities:
- 166. Events –national/local
- 167. Special issues– print
- 168. Remotes –radio
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- 170. Contingencies –Sales, PRMedia Buying Minimize Waste
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- 172. Costs –Formulas - $ on Top
- 173. CPM =(Cost per unit x 1000) audience CPP = (cost of spot) Rating
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